优先选择的做外贸出口生意好,河南谷歌推广谁家好?Google购物广告有何神奇之处？
大家好！
我是君志学堂的OKO，很高兴能和大家分享学习跨境电商谷歌广告投放的相关知识。如果觉得文章对你有帮助的话别忘了点赞和收藏哦~
Hello everyone!
I'm OKO from Junzhi Academy, delighted to share knowledge about cross-border e-commerce Google Ads with you. If you find this article helpful, don't forget to like and bookmark it~
2021年无疑是跨境电商巨变的一年，随着Facebook和亚马逊等渠道或平台的政策收紧，导致大量商家转入独立站并选择谷歌渠道。而谷歌也在去年抓住机会推出了PMAX广告，值得一提的是，这个新广告类型是包含了谷歌购物广告的。
2021 was undoubtedly a year of dramatic changes for cross-border e-commerce. With policy tightening on platforms like Facebook and Amazon, many merchants have shifted to independent websites and chosen Google as their advertising channel. Google seized this opportunity to launch PMAX ads, which notably includes Google Shopping Ads.
一、PMAX广告与购物广告 | PMAX Ads vs Shopping Ads
首先，先来跟大家介绍PMAX广告。
2021下半年谷歌推出新的广告类型——PMAX广告，即效果最大化广告，是谷歌将过去的展示广告、发现广告、视频广告、传统的搜索和购物广告等所有广告类型整合成的新广告类型。
First, let me introduce PMAX ads.
In the second half of 2021, Google launched a new ad type - PMAX ads (Performance Max), which integrates all previous ad types including display ads, discovery ads, video ads, traditional search and shopping ads into one comprehensive solution.
二、标准购物广告（PLA） | Standard Shopping Ads (PLA)
1、购物广告Shopping Ads在哪里展示 | Where Shopping Ads Appear
谷歌在推出购物广告的时候，专门在搜索框下给它开了一个shopping栏。当客户在搜索框搜索某些词的时候，就能在下面看到相关产品及相应的信息，这就是购物广告的展现形式。
When Google launched Shopping Ads, it created a dedicated shopping tab below the search bar. When customers search for certain keywords, they can see related products and information below - this is how Shopping Ads appear.
2、标准购物广告（PLA）是什么 | What is Standard Shopping Ads (PLA)
标准购物广告，即Product Listing Ads (PLA)：参照亚马逊的Listing，标准购物广告将一系列产品（Google Product Feed）按照属性要求上传至谷歌，再批量展现给消费者。
Standard Shopping Ads, or Product Listing Ads (PLA): Similar to Amazon listings, PLA uploads a series of products (Google Product Feed) to Google according to attribute requirements, then displays them to consumers in bulk.
3、购物广告向消费者展示的信息 | Information Displayed in Shopping Ads
产品图片占据购物广告的最大版位，格外吸引消费者的注意力。然后则是产品价格，以及产品名字、广告主、卖家品牌等信息。
Product images occupy the largest space in Shopping Ads, particularly attracting consumer attention. This is followed by product price, product name, advertiser, seller brand and other information.
4、购物广告的根本逻辑 | Core Logic of Shopping Ads
购物广告使用GMC产品数据（而非关键字）来决定广告的展示方式和展示位置；通过GMC提交的产品数据包含所销售产品的相关详情，会在将用户的搜索内容与广告进行匹配时使用这些详情。
Shopping Ads use GMC product data (rather than keywords) to determine how and where ads are displayed. The product data submitted through GMC contains relevant details about the products being sold, which are used to match user searches with ads.
广告创建步骤整合 | Advertising Creation Steps
- 前提：已有某国家的Feed审核通过并且GMC与Ads已经关联
- 选择开始创建，然后选择一个国家和地区，一旦确定就不能修改
- 选择标准的广告，设置广告系列和广告组
- 重点：选择产品组及出价方式（初始CPC优先）
- 通过后续数据优化不同产品组
跨境培训上君志！了解更多谷歌广告投放知识：君志学堂
For cross-border training, choose Junzhi! Learn more about Google Ads: Junzhi Academy
