专业B2B外贸企业谷歌竞价推广避坑指南
专业B2B外贸企业谷歌竞价推广避坑指南
Professional Google Ads Guide for B2B Exporters: How to Avoid Service Provider Traps
前言：在撰写本次避坑指南之前，先给各位外贸朋友们提个醒。如果你们的推广预算每年低于五万，甚至十万，且希望在第一年获得50封或更多高询盘，那么建议你们千万不要选择服务商单独进行谷歌优化（即谷歌SEO）。
Foreword: Before writing this guide, we'd like to remind all foreign trade friends. If your annual promotion budget is less than 50,000 or even 100,000 RMB, and you hope to get 50 or more high-quality inquiries in the first year, we strongly suggest you not choose service providers for Google SEO alone.
第一：服务内容模糊不清
Trap 1: Vague Service Content
比如，搜索引擎技术优化服务，如果服务内容中提到导航页面SEO基础优化（即只做一个页面的优化），包括TKD标签、H标签、结构化数据、图片ALT属性、404页面等技术优化。而一个网站的重点页面除了导航页之外，至少还有十个以上，那么这项服务内容实际上只完成了20%。
For example, if the search engine optimization service only mentions basic SEO optimization for navigation pages (meaning only optimizing one page), including technical optimizations like TKD tags, H tags, structured data, image ALT attributes, 404 pages, etc. Considering a website usually has at least 10+ important pages besides the navigation page, this service actually only completes 20% of the work.
第二：包含过多与谷歌优化无关的服务
Trap 2: Including Too Many Irrelevant Services
在选择谷歌优化服务商时，我们需要仔细研究他们的报价方案内容。无论他们说得多么专业，最终都要以我们和他们签订的服务内容为准。他们所说的一些专业服务，不一定会包含在给我们的服务方案中。
When choosing a Google optimization service provider, we need to carefully study their quotation content. No matter how professional they sound, the final agreement should be based on the service content we sign with them. Some professional services they mention may not be included in our service plan.
比如，现在市场上很多所谓的谷歌优化服务商，他们的服务方案中大部分内容都与谷歌优化无关，包括社媒账号搭建、社媒运营、无数个小语种、各种原本就应该有的网站基础功能服务等。
For instance, many so-called Google optimization service providers in the market include mostly irrelevant services in their plans, such as social media account setup, social media operations, numerous small languages, and various basic website functions that should have been included by default.
第三：切记不要头脑发热，只关注保证的关键词首页排名数量
Trap 3: Don't Just Focus on Guaranteed Keyword Rankings
没有任何一家服务商会保证特定关键词的排名位置。但有一种情况除外，即贵司的某个产品关键词排名已经在第一页，且暂时没有强大的竞争对手。或许部分服务商会保证持续排名第一页，但这与谷歌的排名逻辑是相悖的。
No service provider can guarantee specific keyword rankings. The only exception is when your company's product keyword is already on the first page and there are temporarily no strong competitors. Some providers might guarantee continuous first-page rankings, but this goes against Google's ranking logic.
下节预告：在有限的预算下，如何选择适合自己的线上推广渠道？
Next Chapter Preview: How to choose the right online promotion channels with limited budget?
