跨境电商必看：谷歌购物广告完全指南及PMAX广告解析
跨境电商必看：谷歌购物广告完全指南及PMAX广告解析
Cross-border E-commerce Must-Read: Complete Guide to Google Shopping Ads & PMAX Ads Analysis
大家好！我是君志学堂的OKO，很高兴和大家分享跨境电商谷歌广告投放的专业知识。2021年是跨境电商巨变的一年，随着Facebook和亚马逊政策收紧，大量商家转向独立站并选择谷歌渠道。谷歌也抓住机遇推出了包含购物广告的PMAX广告。
Hi everyone! I'm OKO from Junzhi Academy, delighted to share professional knowledge about Google Ads for cross-border e-commerce. 2021 witnessed dramatic changes in cross-border e-commerce. With policy tightening from Facebook and Amazon, many merchants turned to independent sites and Google channels. Google seized this opportunity to launch PMAX ads that include Shopping Ads.
一、PMAX广告与购物广告 | PMAX Ads & Shopping Ads
2021年下半年谷歌推出效果最大化广告(PMAX)，整合了展示广告、发现广告、视频广告、搜索和购物广告等所有类型。购物广告是PMAX最重要的组成部分，掌握它就能在未来两年获得谷歌发展红利。
In the second half of 2021, Google launched Performance Max Ads (PMAX), integrating all ad types including Display, Discovery, Video, Search and Shopping Ads. Shopping Ads remain the most crucial component of PMAX - mastering them means capturing Google's growth dividends in the coming two years.
二、标准购物广告(PLA) | Standard Shopping Ads (PLA)
1. 展示位置 | Display Locations
购物广告主要展示在：
1) 搜索框下的Shopping栏
2) 搜索广告头部位置
相比只有文字的搜索广告，购物广告能展示产品图、价格等信息，转化效果更好。
Shopping Ads primarily appear in:
1) Shopping tab below search box
2) Top positions of search ads
Compared to text-only search ads, Shopping Ads display product images and prices, delivering better conversion.
2. 广告构成 | Ad Components
标准购物广告(PLA)通过Google Product Feed批量展示产品信息，包含：
• 产品图片(最醒目)
• 价格
• 产品名称
• 广告主信息
• 顾客评价/优惠信息等
Standard Shopping Ads (PLA) display product information through Google Product Feed, including:
• Product image (most eye-catching)
• Price
• Product name
• Advertiser info
• Customer reviews/promotions etc.
3. Feed要求 | Feed Requirements
谷歌对Feed要求严格的原因：
• 消费者：更精准匹配需求
• 平台：筛选优质商家
• 商家：倒逼优化物流/税费等
Why Google has strict Feed requirements:
• Consumers: More precise matching
• Platform: Filters quality merchants
• Merchants: Forces optimization of logistics/taxes etc.
4. 核心逻辑 | Core Logic
购物广告通过GMC产品数据(非关键词)决定展示，谷歌会使用复杂算法对同类产品广告进行排序。排序越靠前，点击率和转化率越高。
Shopping Ads determine display through GMC product data (not keywords). Google uses complex algorithms to rank similar product ads. Higher rankings mean better CTR and conversion rates.
三、创建步骤 | Creation Steps
1. 前提：通过Feed审核且关联GMC与Ads
2. 选择国家和地区(不可修改)
3. 设置广告系列和广告组
4. 关键：选择产品组及出价方式(建议初始CPC)
5. 通过数据优化不同产品组
1. Prerequisite: Pass Feed review & link GMC with Ads
2. Select country/region (unchangeable)
3. Set up campaigns and ad groups
4. Key step: Choose product groups & bidding (initial CPC recommended)
5. Optimize different product groups with data
购物广告创建简单且效果稳定，是长期精品站点和品牌商家的最佳选择之一。想了解更多谷歌广告投放知识，欢迎关注君志学堂！
Shopping Ads are simple to create with stable performance, making them ideal for long-term premium sites and brand merchants. For more Google Ads knowledge, follow Junzhi Academy!
