多渠道外贸客户开发：谷歌竞价推广目标与购物广告投放全攻略
作为专业的SEO和SEM服务提供商，我们为您带来最全面的谷歌购物广告投放指南，从GMC审核到广告设置，助您高效获取海外客户。
核心原理/Core Principle
谷歌推广的底层逻辑是通过精准的产品信息匹配用户搜索意图，在购物搜索结果中展示最相关的商品。Google购物广告的成功投放始于一个完善的Google Merchant Center(GMC)账户。
The fundamental logic of Google Ads is to match precise product information with user search intent, displaying the most relevant products in shopping search results. Successful Google Shopping Ads start with a well-prepared Google Merchant Center (GMC) account.
投放前提/Prerequisites
1. 必须拥有审核通过的GMC账户
2. 产品Feed状态必须为"有效"
3. 产品状态需为"有效"才能投放广告
1. Must have an approved GMC account
2. Product feed status must be "active"
3. Products must be in "active" status to run ads
详细操作步骤/Step-by-Step Guide
1. 创建广告系列/Create Campaign
登录Google Ads后台 → 点击"+新广告系列" → 选择"销售" → "购物" → 选择GMC账号 → 选择"标准购物广告系列"
Log in to Google Ads → Click "+ New Campaign" → Select "Sales" → "Shopping" → Choose GMC account → Select "Standard Shopping Campaign"
2. 基础设置/Basic Settings
• 命名规范：标准购物-产品名称-国家
• 初始出价：$0.5(美元账户)或$3(人民币账户)
• 取消选项："包括Google搜索网络合作伙伴"和"包括YouTube、Gmail和Google探索"
• Naming convention: Standard Shopping-Product Name-Country
• Initial bid: $0.5(USD account) or $3(CNY account)
• Disable options: "Include Google search partners" and "Include YouTube, Gmail and Google Discover"
3. 地理位置定位/Location Targeting
选择目标国家 → 在"目标"下选择"位于您定位到的地理位置或经常前往这些位置的用户"
Select target countries → Under "Targeting" choose "People in or regularly in your targeted locations"
4. 产品选择/Product Selection
• 单个产品：从GMC复制产品ID(大小写均可)
• 批量添加：需将ID转为小写，每行一个ID
• 重要提示：完成添加后需排除"所有产品"中的其他产品
• Single product: Copy product ID from GMC (case insensitive)
• Bulk add: Convert IDs to lowercase, one ID per line
• Important: After adding, exclude other products in "All products"
5. 出价调整/Bid Adjustment
可根据产品表现点击"铅笔"图标单独调整出价
Click the "pencil" icon to adjust bids individually based on product performance
专业建议/Pro Tips
• 新账户建议使用"每次点击费用"人工出价
• 广告组命名直接使用产品名称便于管理
• 定期检查GMC产品状态确保广告持续投放
• New accounts recommend using "CPC" manual bidding
• Name ad groups directly with product names for easy management
• Regularly check GMC product status to ensure continuous ad delivery
通过以上专业指导，您将能够高效设置Google购物广告，在竞争激烈的外贸市场中获得更多曝光和转化机会。
With this professional guidance, you'll be able to efficiently set up Google Shopping Ads to gain more exposure and conversion opportunities in the competitive foreign trade market.
