Google推广与TikTok电商：跨境卖家的新机遇与挑战

Google推广与TikTok电商：跨境卖家的新机遇与挑战

Google Ads and TikTok E-commerce: New Opportunities and Challenges for Cross-border Sellers

随着跨境电商的快速发展，越来越多的卖家开始关注海外市场推广渠道。Google推广和TikTok电商成为当前最受关注的两大平台选择。

With the rapid development of cross-border e-commerce, more and more sellers are paying attention to overseas marketing channels. Google Ads and TikTok e-commerce have become the two most watched platform options.

抖音上一条关于跨境电商的内容视频近期引发关注，讲师将TikTok跨境生意描述为一片待开发的蓝海市场。这条视频来自"交个朋友海外电商学苑"，是罗永浩电商机构的新布局。

A content video about cross-border e-commerce on Douyin recently attracted attention, where the instructor described TikTok's cross-border business as an untapped blue ocean market. This video comes from "Friends Overseas E-commerce Academy", a new initiative by Luo Yonghao's e-commerce organization.

TikTok电商的机遇确实引人注目。该平台在短短4年内就获得了10亿月活跃用户，App Annie预测到2022年可能突破15亿用户，成为世界级流量入口。

The opportunities of TikTok e-commerce are indeed remarkable. The platform gained 1 billion monthly active users in just 4 years, and App Annie predicts it may exceed 1.5 billion users by 2022, becoming a world-class traffic portal.

然而，挑战同样存在。一些卖家反映TikTok存在转化率低、见效周期长的问题。宝妈张彤投入近7000元培训费后，账号运营一个半月仅有32个粉丝。

However, challenges also exist. Some sellers report issues like low conversion rates and long effect cycles on TikTok. After investing nearly 7,000 yuan in training, stay-at-home mom Zhang Tong only gained 32 followers after a month and a half of account operation.

相比之下，Google推广作为成熟的海外营销渠道，具有精准定位、转化率高的优势。许多跨境卖家选择将Google推广与新兴的TikTok电商结合，实现营销渠道的多元化布局。

In comparison, Google Ads, as a mature overseas marketing channel, has advantages in precise targeting and high conversion rates. Many cross-border sellers choose to combine Google Ads with emerging TikTok e-commerce to achieve diversified marketing channel strategies.

对于跨境卖家来说，关键是要根据产品特性和目标市场，合理分配Google推广和TikTok的投入比例。成熟市场可侧重Google推广，新兴市场则可尝试TikTok电商。

For cross-border sellers, the key is to reasonably allocate resources between Google Ads and TikTok based on product characteristics and target markets. Mature markets may focus more on Google Ads, while emerging markets can experiment with TikTok e-commerce.