外贸网站Google优化价格及竞价推广策略全解析
Google：全球领先的搜索引擎还是广告巨头？
Google: World's Leading Search Engine or Advertising Giant?
在数字营销领域，Google的商业模式一直备受关注。坊间流传着这样一种观点：Google本质上是一家广告公司而非纯粹的科技公司。这一说法不无道理，因为Google收入的绝大部分确实来自其广告业务（AdWords）。
In the field of digital marketing, Google's business model has always attracted attention. There is a popular saying in the industry: Google is essentially an advertising company rather than a pure technology company. This statement makes sense because the vast majority of Google's revenue does come from its advertising business (AdWords).
Google广告的两种主要盈利模式：
Two main monetization models of Google advertising:
1. 搜索引擎广告（Search Engine Ads）
1. Search Engine Ads
当用户在Google搜索关键词时，搜索结果页面的顶部或右侧会显示相关性高的广告。这些广告基于用户搜索的关键词展示，通常与用户兴趣高度匹配，采用CPC（每次点击付费）的收费模式。广告主可以对特定关键词进行实时竞价，出价最高者将获得优先展示权。
When users search for keywords on Google, highly relevant ads appear at the top or right side of the search results page. These ads are displayed based on the user's search keywords, usually highly matched with user interests, using the CPC (Cost Per Click) pricing model. Advertisers can bid in real-time for specific keywords, with the highest bidder gaining priority display rights.
2. 展示广告网络（Display Advertising Network）
2. Display Advertising Network
网站主和开发者通过Google的AdSense产品与Google合作，将其网页上的广告位资源提供给Google。这些合作伙伴被称为"发布商"，包括移动APP开发者。由于大部分网站或APP流量较小（即"长尾"流量），它们通常缺乏与大广告主直接谈判的能力，导致广告位资源闲置。
Website owners and developers partner with Google through its AdSense product, providing ad space resources on their web pages to Google. These partners are called "publishers," including mobile app developers. Since most websites or apps have relatively small traffic (i.e., "long-tail" traffic), they usually lack the ability to negotiate directly with large advertisers, resulting in idle ad space resources.
Google广告的精准营销机制：
Precision marketing mechanism of Google ads:
Google通过AdWords或专业代理公司接收广告主的广告投放。当用户浏览网页时，Google的实时竞价系统会基于用户的Cookies、地理位置、浏览内容等信息，选择最适合展示且出价最高的广告，实现精准营销。这种机制使Google成为全球最大的广告平台。
Google receives advertisers' ads through AdWords or specialized agencies. When users browse web pages, Google's real-time bidding system selects the most suitable and highest-bidding ads based on user cookies, geographic location, browsing content and other information to achieve precision marketing. This mechanism makes Google the world's largest advertising platform.
AdSense的分成模式：
AdSense revenue sharing model:
AdSense采用CPC计价模式。以宝马广告为例，每次点击广告，宝马需向Google支付1美元，其中68美分归网页所有者，Google保留32美分。基于此模式发展起来的AdMob被Google收购后，进一步巩固了其在移动广告市场的领先地位。
AdSense uses the CPC pricing model. Taking BMW ads as an example, for each ad click, BMW needs to pay Google $1, of which 68 cents goes to the webpage owner and Google keeps 32 cents. AdMob, which developed based on this model, was acquired by Google, further consolidating its leading position in the mobile advertising market.
总结：
Conclusion:
Google广告主要通过两大渠道分发流量：搜索引擎广告（自有流量）和展示广告网络（合作流量）。百度采用了类似的商业模式，主要区别在于其专注于中文市场。
Google ads mainly distribute traffic through two major channels: search engine ads (owned traffic) and display advertising network (partner traffic). Baidu adopts a similar business model, with the main difference being its focus on the Chinese market.
