亚马逊新手卖家必看：4种必须做站外推广的特殊情况
大家好，我是老陈。在亚马逊运营领域，我经常被新手卖家问到一个问题："我们到底该不该做站外推广？"今天我就来详细分析这个问题。
Hello everyone, I'm Lao Chen. In the field of Amazon operations, I'm often asked by new sellers: "Should we do external promotion?" Today I'll analyze this question in detail.
站内流量 vs 站外流量的核心区别
Core Differences Between Internal and External Traffic
站内流量的三大优势：
- 精准度高 - 用户主动搜索
- 不挑产品 - 适合各类商品
- 成本较低 - CPC约1美元左右
Three advantages of internal traffic:
- High accuracy - Users actively search
- Not picky about products - Suitable for all types of goods
- Lower cost - CPC around $1
相比之下，站外流量虽然量大，但转化率通常较低，且成本更高（如Facebook广告点击可能高达3美元以上）。
In comparison, external traffic has larger volume but usually lower conversion rates and higher costs (e.g., Facebook ad clicks may cost over $3).
必须做站外推广的4种特殊情况
4 Special Cases When External Promotion is Necessary
1. 站内流量已达上限
当你的产品已经占据站内主要关键词的市场份额，想要突破销量天花板时。
1. Internal traffic has reached its limit
When your product already dominates the market share of main keywords and you want to break through the sales ceiling.
2. 大词成本高于站外推广
当获取大词流量的成本已经超过站外推广成本时。
2. Cost of big keywords exceeds external promotion
When the cost of acquiring big keyword traffic exceeds the cost of external promotion.
3. 产品更适合视觉营销
那些难以用关键词描述，但通过视频/图片展示效果极佳的产品。
3. Products more suitable for visual marketing
Products that are hard to describe with keywords but perform exceptionally well through video/image display.
4. 类目竞争过于激烈
当某些类目的CPC高达3-4美元，远高于站外推广成本时。
4. Overly competitive categories
When CPC in certain categories reaches $3-4, far exceeding external promotion costs.
记住：运营的核心是效果与成本的平衡，而不是盲目追求某种推广方式。
Remember: The core of operation is balancing effect and cost, not blindly pursuing any promotion method.
如果你对亚马逊运营有其他问题，欢迎在评论区留言讨论。转发加关注，创业路上不孤独！
If you have other questions about Amazon operations, feel free to leave comments. Share and follow, you're not alone on the entrepreneurial journey!
