东南亚跨境电商独立站建站与谷歌广告推广终极指南
跨境电商独立站的核心挑战：调研显示，40%企业选择自主开发建站，23%使用Shopify。但"筑巢容易引凤难"——90%卖家受挫的关键在于流量获取（引流）和转化率优化。
Critical Challenge: Research shows 40% companies build sites independently, 23% use Shopify. But "building is easy, attracting is hard"—90% failures stem from traffic acquisition and conversion optimization.
欧美市场流量特征：与国内移动优先不同，欧美50%独立站流量来自PC端，70%消费者通过Google搜索下单。这对SEM/SEO策略提出更高要求。
Traffic Patterns: Unlike China's mobile dominance, 50% traffic comes from PC in West, with 70% shoppers purchasing via Google search—making SEM/SEO strategies crucial.
广告趋势转变：2021年苹果隐私政策更新后，33.3%海外营销预算转向Google Ads，使其成为核心流量来源。中国卖家需特别注意：Google中国广告代理选择直接影响推广效果。
Advertising Shift: Post-Apple's 2021 privacy update, 33.3% marketing budgets shifted to Google Ads. Chinese sellers must note: choosing proper Google China ad partners is critical.
长效运营策略：成交只是开始，通过首次交易建立信任关系才能实现复购。建议采用"Google Ads精准引流+独立站深度转化"的组合拳。
Long-term Strategy: Initial sale is just the start—building trust through first purchase drives repeat business. We recommend combining Google Ads targeting with website conversion optimization.
