Google推广策略：跨境电商预算与亚马逊品牌词SEO技巧
对于想要开展跨境电商的企业来说，了解启动资金和Google推广的底层逻辑至关重要。高效运营跨境电商通常需要合理的预算规划，而Google推广作为重要的引流方式，其底层逻辑是基于用户搜索意图的精准匹配和竞价排名机制。
When it comes to cross-border e-commerce, understanding startup costs and the fundamental logic of Google promotion is crucial. Efficient cross-border e-commerce operations typically require reasonable budget planning, while Google promotion, as an important traffic acquisition method, operates on the fundamental logic of precise matching based on user search intent and bidding ranking mechanisms.
亚马逊卖家必看：在追求更高询盘量的过程中，许多卖家关注如何通过Google推广获得更好的效果。特别是关于品牌词流量的利用，需要特别注意合规性问题。当别人的品牌词成为热门关键词时，如何在遵守规则的前提下巧妙利用这些流量？
Must-read for Amazon sellers: In the pursuit of higher inquiry volumes, many sellers focus on how to achieve better results through Google promotion. Particularly regarding the use of brand keyword traffic, special attention must be paid to compliance issues. When someone else's brand keywords become popular search terms, how can we cleverly leverage this traffic while following the rules?
重要提醒：直接在listing的标题、ST字段、五点描述、关键词、长描述或属性中嵌入他人已注册的品牌词，特别是当该品牌与你的产品类目相同时，极有可能构成侵权。轻则导致listing被下架，重则可能导致店铺被封。
Important reminder: Directly embedding registered brand keywords in listing titles, ST fields, bullet points, keywords, long descriptions, or attributes - especially when the brand is in your product category - may constitute infringement. At best, it may lead to listing removal; at worst, it could result in store suspension.
那么，那些成功蹭到品牌流量的卖家是如何做到的呢？以乐高为例，虽然不能直接在listing中使用"乐高"这个词，但通过亚马逊的搜索匹配机制，聪明的卖家找到了合规的方法。
So how do successful sellers acquire brand traffic? Taking LEGO as an example, although we cannot directly use the word "LEGO" in listings, clever sellers have found compliant methods through Amazon's search matching mechanism.
解决方案：亚马逊的搜索算法不仅抓取标题内容，还会索引ST字段、五点描述、长描述、属性，甚至包括客户评论和QA部分的内容。这就是为什么有些卖家能够在不直接使用品牌词的情况下，仍然能够获得相关搜索流量。
Solution: Amazon's search algorithm indexes not just title content, but also ST fields, bullet points, long descriptions, attributes, and even customer reviews and Q&A content. This explains why some sellers can acquire relevant search traffic without directly using brand keywords.
例如，当消费者在评论中写道："这款积木质量很好，与乐高相比毫不逊色"，这样就自然地将品牌词嵌入了产品页面。但需要注意的是，卖家自己编写此类评论可能违反平台政策，因此这种方法仅供参考。
For example, when a customer writes in reviews: "These building blocks have excellent quality, comparable to LEGO", this naturally embeds the brand keyword into the product page. However, it's important to note that sellers writing such reviews themselves may violate platform policies, so this method is for reference only.
对于想要通过Google推广提升业务的企业来说，理解这些底层逻辑和合规技巧至关重要。无论是跨境电商的预算规划，还是亚马逊的SEO优化，都需要在遵守规则的前提下，巧妙运用各种推广策略。
For businesses looking to enhance their operations through Google promotion, understanding these fundamental logics and compliance techniques is crucial. Whether it's budget planning for cross-border e-commerce or SEO optimization for Amazon, all promotion strategies must be cleverly applied while adhering to the rules.
