外贸推广必看：谷歌竞价推广的6大误区解析
对于大多数从事B2B外贸生意的朋友来说，外贸网站推广是一个短板。许多人曾被那些声称能在短时间内见到效果的建站公司所坑骗，这是因为他们不了解情况，只能任由别人摆布。
For most B2B foreign trade practitioners, website promotion is a weak point. Many have been deceived by companies promising quick results, simply because they lack understanding of the field.
误区1：谷歌广告就是烧钱 | Misconception 1: Google Ads is just burning money
实际上B2B的费用连B2C的一半都用不到。B2C面对的是零售客户，客户群体广泛，关键词搜索量较大，CPC出价也较高。而B2B面对的则是专业的批发采购商，客户群相对集中，关键词搜索量相对较少，因此出价也相对较低。
In fact, B2B costs are less than half of B2C. B2C targets retail customers with a broad audience and high search volume, leading to higher CPC bids. B2B targets professional wholesale buyers with a more concentrated audience and lower search volume, resulting in lower bids.
误区2：谷歌广告投放复杂 | Misconception 2: Google Ads is complicated
广告投放在国外已经非常普及，很多线下零售店的老板可能都懂得谷歌投放。广告投放的逻辑其实很简单：关键词筛选→受众定位→广告系列分类→广告组分类→广告文案编写。
Google Ads is very common abroad, even many offline store owners understand it. The logic is simple: keyword research → audience targeting → campaign setup → ad group classification → ad copywriting.
误区3：数据分析复杂 | Misconception 3: Data analysis is complicated
从运营的角度来看，数据分析的意义大于运营。数据的背后实际上是一群消费者的心理诉求。B2B的流量相对B2C来说要少很多，所以分析起来也比较简单。
From an operational perspective, data analysis is more important than operations. Behind the data are the psychological needs of consumers. B2B traffic is much less than B2C, making analysis simpler.
建议：了解最基本的数据分析维度和指标，如跳出率、停留时间、流量来源分析、用户访问路径等就足够了。
Recommendation: Just understand basic metrics like bounce rate, dwell time, traffic sources, and user paths.
成功案例 | Success Case
过去1个月花费3260元，获得17个有效询盘，单个有效询盘获取成本191元。其中有个挪威客户已经下了试订单，3000多元广告成本就成交1单。
In the past month, spent ¥3,260 to get 17 valid inquiries, with cost per lead at ¥191. A Norwegian client placed a trial order - one conversion from ¥3,000+ ad spend.
关键提示： 4-5%的点击率属于B2B行业的正常水平，如果低于3%，就需要检查广告关键词和广告文案。
Key Tip: 4-5% CTR is normal for B2B. Below 3% means you should check keywords and ad copy.
