Google推广与谷歌竞价如何赚钱？东南亚电商新手必看的4种站外推广特殊情况分析
大家好，我是老陈。在电商创业的茫茫道路上，Google推广，尤其是谷歌竞价推广，常常被问及：“它真的能赚钱吗？” 特别是对于东南亚地区的新手卖家，在专注于亚马逊等平台站内流量的同时，何时该转向站外推广是一个关键决策。今天，我将结合实战记录与分享，深度解析这个问题。
【核心观点 / Key Insights】
近期许多新手卖家咨询亚马逊站外推广，但我发现一个普遍问题：很多人尚未吃透站内流量，就急于尝试站外渠道。理解两者的核心区别是第一步。
站内 vs 站外流量核心区别 / Key Differences Between On-site and Off-site Traffic
1. 精准度差异：站内流量（如亚马逊搜索广告）通常更为精准。例如，销售专业牙科产品，站内广告能直接触达那些正在主动搜索相关关键词的潜在客户。而通过Google推广或社交媒体进行的站外广告，虽然覆盖面广，但可能展示给大量不相关的人群，初始精准度较低。
1. Precision difference: On-site traffic (e.g., Amazon Sponsored Products) is generally more targeted. For instance, ads for dental products can reach customers actively searching for related keywords. In contrast, off-site ads via Google Ads or social media, while having broad reach, may be shown to less relevant audiences initially.
2. 成本差异：以美国站为例，亚马逊站内广告的平均每次点击成本（CPC）大约在1美元左右。而谷歌竞价推广和Facebook广告等站外渠道，其CPC常常超过3美元/点击。因此，盲目从站内转向站外可能导致推广成本急剧上升。
2. Cost difference: Taking the US marketplace as an example, the average Cost-Per-Click (CPC) for Amazon on-site ads is around $1. However, off-site channels like Google Ads and Facebook Ads often have a CPC exceeding $3 per click. Thus, hastily shifting to off-site promotion can drastically increase marketing costs.
那么，在什么情况下，投入成本较高的Google推广等站外渠道反而能成为“赚钱”的利器呢？以下是4种适合站外推广的特殊情况分析。
So, under what circumstances can higher-cost off-site channels like Google Promotion become a profitable tool? Below is an analysis of 4 special cases where off-site promotion is suitable.
4种适合进行Google推广等站外渠道的特殊情况 / 4 Special Cases Suitable for Off-site Promotion Including Google Ads
情况1：爆款打造后期 - 当站内流量已饱和，需要突破增长瓶颈时
当你的产品在站内已成为Best Seller，自然流量和站内广告流量触达天花板时，通过谷歌竞价推广进行品牌再营销或开拓全新的受众群体，可以帮助产品突破瓶颈，实现二次增长。这是让Google推广赚钱的好时机。
Case 1: Post-bestseller phase - When on-site traffic is saturated and growth plateaus
When your product becomes a Best Seller on the platform and its organic and on-site ad traffic hits a ceiling, using Google Ads for brand remarketing or reaching entirely new audiences can help break through the bottleneck and achieve secondary growth. This is an opportune time to make Google Promotion profitable.
情况2：流量成本倒挂 - 当站内大词CPC高于站外推广成本时
在某些高度竞争类目，站内核心关键词的CPC可能被竞价到畸高（例如3-4美元）。此时，如果通过精准定位的Google推广，其CPC反而低于站内，就形成了“成本倒挂”。选择成本更低的渠道，本身就是提升ROI、让推广更“赚钱”的直接方式。
Case 2: Cost inversion - When broad term CPC on-site exceeds off-site promotion costs
In some hyper-competitive categories, the CPC for core keywords on-site can be bid up to abnormally high levels (e.g., $3-4). At this point, if a well-targeted Google Ads campaign has a lower CPC than on-site, a "cost inversion" occurs. Choosing the lower-cost channel is a direct way to improve ROI and make promotion more profitable.
情况3：视觉驱动型产品 - 难以用关键词描述的产品
对于设计独特、功能新颖或依赖场景展示（如通过短视频“种草”）的产品，仅靠站内关键词可能无法充分传达其魅力。通过Google推广中的YouTube视频广告或展示广告网络，以视觉形式直接触达潜在客户，往往能激发购买欲，开辟新的流量盈利渠道。
Case 3: Visually-driven products - Items hard to describe with keywords
For products with unique designs, novel functions, or those that rely on contextual presentation (e.g., products "planted" via short videos), on-site keywords alone may not fully convey their appeal. Using YouTube video ads or Display Network ads within Google Ads to visually reach potential customers can often stimulate purchase desire, opening a new profitable traffic channel.
情况4：超竞争类目 - 当站内CPC极高，且站外可精准定位兴趣受众时
面对站内CPC高达3-4美元的“血海”类目，与其在里面血拼，不如将部分预算分配给谷歌竞价推广。利用Google强大的兴趣定位、自定义受众和类似受众功能，从站外引流至独立站或店铺，可能以更合理的成本获得高质量客户，从而实现盈利。
Case 4: Hyper-competitive categories - When on-site CPC is extremely high, and off-site can target interest-based audiences precisely
Facing a "bloody red ocean" category where on-site CPC is as high as $3-4, instead of fighting fiercely within, consider allocating part of the budget to Google Ads. Leveraging Google's powerful interest targeting, custom audiences, and lookalike audiences to drive off-site traffic to your independent site or store can potentially acquire high-quality customers at a more reasonable cost, thereby achieving profitability.
运营黄金法则：永远选择效果更好、成本更低的推广方式。Google推广和谷歌竞价推广并非在任何时候都是首选，但在上述4种特殊情况下，它们很可能成为你突破困局、实现更高利润的关键。赚钱与否，取决于你是否在正确的时机、以正确的策略使用它。
Golden rule of operation: Always choose the promotion method with better results and lower costs. Google Promotion and Google Ads are not always the first choice, but in the 4 special cases mentioned above, they can likely become the key to breaking through bottlenecks and achieving higher profits. Whether it makes money depends on whether you use it at the right time and with the right strategy.
转发加关注，创业路上不孤独！我是老陈，我们下次见。
Share and follow to never feel alone on your entrepreneurial journey! I'm Lao Chen, see you next time.
