谷歌SEO优化与广告策略调整：行业变革下的应对之道
对于寻求海外推广的企业而言，谷歌SEO优化与谷歌广告是两大核心引擎。近期，谷歌广告政策即将迎来重大调整，全面取消代理商返点的消息引发了行业广泛关注。这一变革不仅将重塑广告代理生态，也可能间接影响企业在谷歌SEO优化与付费广告之间的资源分配策略。
For businesses seeking overseas promotion, Google SEO optimization and Google Ads are two core engines. Recently, the news of a major upcoming adjustment to Google's advertising policies, involving the complete elimination of agency rebates, has attracted widespread industry attention. This change will not only reshape the advertising agency ecosystem but may also indirectly affect how businesses allocate resources between Google SEO optimization and paid advertising.
政策变动背景与行业影响
Policy Change Background and Industry Impact
据行业消息，谷歌正计划进一步调整其广告政策，逐步收紧直至全面取消对代理商的返点政策。这并非首次收紧，去年已取消App端广告返点。此举意味着，依赖返点模式生存的大量移动广告和跨境电商代理商的利润空间将被大幅压缩。对于广告主而言，传统的代理合作成本结构可能发生变化。
According to industry sources, Google is planning to further adjust its advertising policies, gradually tightening and ultimately completely eliminating rebate policies for agencies. This is not the first tightening; App-side ad rebates were eliminated last year. This move implies that the profit margins for numerous mobile advertising and cross-border e-commerce agencies relying on the rebate model will be significantly compressed. For advertisers, the cost structure of traditional agency partnerships may change.
如何开通谷歌竞价推广？
How to Set Up Google PPC Advertising?
在政策变动背景下，企业更需掌握谷歌竞价推广（Google Ads）的开通与自主运营能力。开通流程主要分为几步：首先，创建谷歌账号并访问Google Ads官网；其次，设定广告系列目标（如网站流量、产品销售等）；接着，进行关键字研究、设定预算和出价；然后，制作广告文案并设置投放地域、时间；最后，提交支付信息完成开通。建议在启动付费广告的同时，并行推进长期的谷歌SEO优化工作，以构建更稳定、可持续的流量来源。
Against the backdrop of policy changes, businesses need to master the setup and independent operation of Google PPC advertising (Google Ads) even more. The setup process mainly involves several steps: First, create a Google account and visit the Google Ads website; second, set campaign goals (such as website traffic, product sales, etc.); next, conduct keyword research, set budgets and bids; then, create ad copy and set targeting locations and schedules; finally, submit payment information to complete setup. It is recommended to concurrently advance long-term Google SEO optimization efforts while launching paid ads, to build a more stable and sustainable source of traffic.
平台业绩压力与战略转向
Platform Performance Pressure and Strategic Shift
后疫情时代全球广告业务承压，谷歌母公司Alphabet等巨头的营收增长放缓。分析认为，谷歌逐步取消返点，是其战略转向的体现：市场已过拓荒期，谷歌可能更倾向于发展直客模式，重点服务能为生态带来更多价值的大品牌客户。这对中小企业的启示是，单纯依赖代理进行广告投放的模式风险增加，提升自身的数字营销能力，特别是结合谷歌SEO优化与精准广告投放的综合策略，变得至关重要。
The global advertising business is under pressure in the post-pandemic era, with revenue growth slowing for giants like Google's parent company, Alphabet. Analysis suggests that Google's gradual elimination of rebates reflects a strategic shift: the market has moved past its pioneering stage, and Google may now prefer developing a direct client model, focusing on serving major brand clients that can bring more value to the ecosystem. The implication for SMEs is that the model of relying solely on agencies for ad placement carries increased risk. Enhancing their own digital marketing capabilities, particularly a comprehensive strategy combining Google SEO optimization with precise ad placement, has become crucial.
行业应对策略与未来展望
Industry Response Strategies and Future Outlook
面对政策调整，行业正在积极应对。一方面，部分代理商开始寻求转型，从纯流量操作转向提供包含市场洞察、内容策略和谷歌SEO优化在内的精细化运营与整体解决方案。另一方面，广告主也开始调整策略，例如探索谷歌海外户等替代方案，并更加重视通过持续的谷歌SEO优化来降低对单一付费流量渠道的依赖，构建品牌自身的数字资产。
Facing policy adjustments, the industry is actively responding. On one hand, some agencies are beginning to seek transformation, shifting from pure traffic operations to providing refined operations and comprehensive solutions that include market insights, content strategy, and Google SEO optimization. On the other hand, advertisers are also adjusting their strategies, such as exploring alternatives like Google overseas accounts, and placing greater emphasis on reducing reliance on single paid traffic channels through sustained Google SEO optimization, thereby building the brand's own digital assets.
结论
Conclusion
谷歌广告返点政策的取消，预示着数字营销行业将走向更加透明和专业化的阶段。对于企业而言，这既是挑战也是机遇。挑战在于传统合作模式成本可能上升；机遇在于迫使企业更早地构建内生的数字营销能力。将短期的谷歌竞价推广与长期的谷歌SEO优化战略性地结合，打造多渠道、抗风险的流量体系，将是企业在未来市场竞争中保持领先的关键。领先的海外推广，必然建立在自主掌控的流量基础之上。
The elimination of Google's ad rebate policy signals a shift towards a more transparent and professional stage in the digital marketing industry. For businesses, this presents both challenges and opportunities. The challenge lies in the potential increase in costs for traditional partnership models; the opportunity lies in forcing businesses to build endogenous digital marketing capabilities earlier. Strategically combining short-term Google PPC advertising with long-term Google SEO optimization to create a multi-channel, risk-resistant traffic system will be key for businesses to maintain a leading edge in future market competition. Leading overseas promotion must be built upon a self-controlled traffic foundation.
