权威指南：电商如何从零开始谷歌竞价推广 | 亚马逊站外引流为何首选Google？
随着Q4旺季和第二次Prime Day临近，在激烈的竞争中获得更多曝光和流量成为亚马逊卖家最头疼的问题之一。亚马逊站内流量竞争已进入白热化阶段，因此不少卖家开始将目光转向站外引流。
As Q4 peak season and the second Prime Day approach, gaining more exposure and traffic in fierce competition has become one of the most headache-inducing problems for Amazon sellers. The competition for on-site Amazon traffic has reached a fever pitch, leading many sellers to turn their attention to off-site traffic.
为何首选谷歌？ | Why Choose Google First?
1. 用户数量庞大：谷歌每天处理来自全球各地的搜索请求超过35亿次，YouTube每月登录用户超过20亿。如此庞大的流量池，为卖家提供了丰富的引流资源。
1. Massive User Base: Google processes over 3.5 billion search requests daily from around the world, and YouTube has over 2 billion monthly logged-in users. This enormous traffic pool provides sellers with abundant resources for traffic acquisition.
2. 消费者的首选：调查显示，搜索引擎是消费者发现新产品和新品牌的第一选择。
2. Consumers' First Choice: Surveys show that search engines are consumers' top choice for discovering new products and brands.
3. 丰富的广告产品：谷歌的广告产品种类繁多，能覆盖不同购物旅程阶段的客户。
3. Diverse Ad Products: Google offers a wide variety of advertising products that can reach customers at different stages of the shopping journey.
如何实现效益最大化？ | How to Maximize Effectiveness?
将谷歌流量引入亚马逊有三种主要路径：
There are three main paths to direct Google traffic to Amazon:
路径1：谷歌广告→商品详情页
优势：转化路径短，流失率低
劣势：数据获取有限
Path 1: Google Ads→Product Detail Page
Pros: Short conversion path, low drop-off rate
Cons: Limited data acquisition
路径2：谷歌广告→独立站→商品详情页
优势：提高流量精准度，获取一手数据
劣势：转化路径过长
Path 2: Google Ads→Independent Site→Product Detail Page
Pros: Improves traffic accuracy, obtains first-hand data
Cons: Overly long conversion path
路径3：谷歌广告→测评网站/红人链接→商品详情页
优势：增加信任背书
劣势：维护成本高
Path 3: Google Ads→Review Sites/Influencer Links→Product Detail Page
Pros: Adds trust endorsement
Cons: High maintenance costs
对于跨境卖家来说，选择路径二实际上更有利于长远发展和品牌塑造。
For cross-border sellers, choosing Path 2 is actually more conducive to long-term development and brand building.
