从零开始学外贸：19种Google广告系列完全指南
外贸新手如何快速掌握谷歌竞价推广？本文将为您详细解析19种Google广告系列，助您提升出海营销技能！
1. 品牌搜索广告 | Brand Search Ads
目标：吸引主动搜索品牌的用户 | Objective: Target users actively searching for your brand
推荐：适合有一定品牌知名度的企业 | Recommended: Businesses with established brand awareness
费用：每次点击0.25至3美元 | Cost: $0.25-$3 per click
示例：如"Apple手机"或"iPhone"是Apple的品牌关键词 | Example: "Apple phone" or "iPhone" as brand keywords
2. 非品牌搜索广告(通用) | Non-brand Search Ads (Generic)
目标：吸引对产品感兴趣但不熟悉品牌的用户 | Objective: Target users interested in products but unfamiliar with brands
推荐：希望增加新客户的品牌 | Recommended: Brands looking to acquire new customers
费用：每次点击1至20美元 | Cost: $1-$20 per click
示例："buy pillow" vs. "organic goose feather pillow in downtown Toronto" | Example: "buy pillow" vs. "organic goose feather pillow in downtown Toronto"
3. 非品牌搜索广告(利基) | Non-brand Search Ads (Niche)
目标：针对特定产品类别的受众 | Objective: Target specific product category audiences
推荐：销售小众产品的品牌 | Recommended: Brands selling niche products
费用：每次点击1至20美元 | Cost: $1-$20 per click
示例："vegan deodorant"或"used NFL game memorabilia" | Example: "vegan deodorant" or "used NFL game memorabilia"
4. 竞争对手搜索广告 | Competitor Search Ads
目标：吸引搜索竞争对手品牌的用户 | Objective: Target users searching for competitor brands
推荐：已开展盈利活动并有意吸引新客户的商家 | Recommended: Businesses with profitable campaigns seeking new customers
费用：每次点击1至20美元 | Cost: $1-$20 per click
示例：竞价竞争对手的品牌名称 | Example: Bid on competitor brand names
5. Google购物广告(品牌) | Google Shopping Ads (Brand)
目标：吸引搜索品牌产品的用户 | Objective: Target users searching for branded products
推荐：有一定品牌知名度 | Recommended: Brands with established awareness
费用：每次点击0.25至3美元 | Cost: $0.25-$3 per click
示例：展示带有图片、价格和评分的品牌产品广告 | Example: Display branded product ads with images, prices and ratings
6. Google购物广告(非品牌) | Google Shopping Ads (Non-brand)
目标：吸引搜索产品类别但不特定搜索品牌的用户 | Objective: Target users searching product categories without brand specificity
推荐：销售实体产品的公司 | Recommended: Companies selling physical products
费用：每次点击0.25至20美元 | Cost: $0.25-$20 per click
7. Google Performance Max | Google Performance Max
目标：通过机器学习优化广告展示位置 | Objective: Optimize ad placement with machine learning
推荐：没有复杂广告策略的商家 | Recommended: Businesses without complex ad strategies
费用：每次点击0.25至5美元 | Cost: $0.25-$5 per click
8. 动态搜索广告 | Dynamic Search Ads
目标：利用Google自动生成的关键词生成订单 | Objective: Use Google's auto-generated keywords to generate orders
推荐：不熟悉搜索广告的新手 | Recommended: Beginners unfamiliar with search ads
费用：每次点击0.25至5美元 | Cost: $0.25-$5 per click
9. 主题/兴趣广告(展示广告) | Topic/Interest Ads (Display Ads)
目标：通过兴趣或主题网站提高品牌认知度 | Objective: Increase brand awareness through topic/interest websites
推荐：有明确目标用户群的品牌 | Recommended: Brands with clear target audiences
费用：每次点击0.25至3美元 | Cost: $0.25-$3 per click
10. 语境展示广告 | Contextual Display Ads
目标：在特定关键词页面展示广告 | Objective: Display ads on pages with specific keywords
推荐：大多数品牌 | Recommended: Most brands
费用：每次点击0.25至3美元 | Cost: $0.25-$3 per click
11. 自选展示位置广告 | Self-selected Placement Ads
目标：在特定网站上展示广告 | Objective: Display ads on specific websites
推荐：已经确定理想展示位置的品牌 | Recommended: Brands with identified ideal placements
费用：每次点击1至10美元 | Cost: $1-$10 per click
12. 信息流视频广告 | In-feed Video Ads
目标：通过视频广告提高品牌知名度 | Objective: Increase brand awareness through video ads
推荐：有视频内容的品牌 | Recommended: Brands with video content
费用：每次点击0.1至0.3美元 | Cost: $0.1-$0.3 per click
13. 插播广告 | Interstitial Ads
目标：推动转化，吸引新用户 | Objective: Drive conversions and attract new users
推荐：希望大规模宣传的品牌 | Recommended: Brands looking for large-scale promotion
费用：每次点击0.10至0.30美元 | Cost: $0.10-$0.30 per click
14. 片头广告 | Bumper Ads
目标：通过简短信息推动转变 | Objective: Drive action with short messages
推荐：非常适合重新定位 | Recommended: Ideal for retargeting
费用：每次点击0.10至0.30美元 | Cost: $0.10-$0.30 per click
15. 标头广告 | Masthead Ads
目标：短时间内覆盖更多受众 | Objective: Reach more audiences quickly
推荐：希望快速提高品牌知名度的品牌 | Recommended: Brands seeking rapid brand awareness
费用：费用较高，必须通过Google销售代表预订 | Cost: Higher cost, must be booked through Google sales rep
16. 再营销广告 | Remarketing Ads
目标：吸引曾访问过网站的用户 | Objective: Target users who visited your website
推荐：希望重新吸引访客的品牌 | Recommended: Brands wanting to re-engage visitors
费用：每次点击0.25至5美元 | Cost: $0.25-$5 per click
17. 动态再营销广告 | Dynamic Remarketing Ads
目标：向访客展示他们曾浏览过的产品广告 | Objective: Show previously viewed products to visitors
推荐：希望提高转化率的电商网站 | Recommended: E-commerce sites wanting to increase conversions
费用：每次点击0.25至5美元 | Cost: $0.25-$5 per click
18. Gmail广告 | Gmail Ads
目标：在用户的Gmail收件箱中展示广告 | Objective: Display ads in users' Gmail inboxes
推荐：希望通过电子邮件营销的品牌 | Recommended: Brands wanting email marketing
费用：每次点击0.10至1美元 | Cost: $0.10-$1 per click
19. Google应用广告系列 | Google App Campaigns
目标：推广您的应用程序，增加下载量和用户互动 | Objective: Promote apps to increase downloads and engagement
推荐：适合希望推广应用程序的企业和开发者 | Recommended: Businesses and developers wanting to promote apps
费用：每次下载0.5至3美元 | Cost: $0.5-$3 per download
