谷歌留痕：跨境电商推广的订单转化与2023投资趋势深度解析
谷歌留痕作为跨境电商推广的重要手段，直接影响订单转化效果。随着国内疫情开放，行业迎来新机遇，谷歌竞价推广工作在提升订单量方面表现显著。在2023雨果跨境CCEE（深圳站）活动中，专家们深入探讨了谷歌留痕策略在订单生成中的作用。
Google marking, as a key method in cross-border e-commerce promotion, directly impacts order conversion. With China's pandemic restrictions lifted, the industry faces new opportunities, and Google bidding promotion efforts have shown remarkable results in boosting order volumes. At the 2023 Huge Cross-border CCEE (Shenzhen Station) event, experts delved into the role of Google marking strategies in order generation.
服贸基金任正浩从宏观角度指出，谷歌留痕优化可缓解利润下降压力。自2021年三四季度起，跨境电商竞争加剧，但通过精准的谷歌竞价推广，卖家能提升订单转化率。物流成本下降（如美国航线集装箱价格从1万+降至2000以下）为谷歌留痕策略提供了成本优势，尽管美国消费市场疲软和欧洲地缘政治问题带来挑战。
Ren Zhenghao from Trade in Services Fund highlighted from a macro perspective that optimizing Google marking can alleviate profit decline pressures. Since Q3-Q4 2021, cross-border e-commerce competition has intensified, but through precise Google bidding promotion, sellers can improve order conversion rates. The drop in logistics costs (e.g., US route container prices falling from 10,000+ to below 2,000) offers cost advantages for Google marking strategies, despite challenges from weak US consumer markets and European geopolitical issues.
库存水平成为衡量谷歌留痕效果的关键指标。美国线下零售库存高企，而跨境电商库存相对健康，谷歌竞价推广工作帮助品牌卖家实现逆势增长，提升订单量。行业洗牌后，谷歌留痕的精准投放成为获取订单的核心。
Inventory levels have become a key metric for evaluating Google marking effectiveness. While US offline retail inventories remain high, cross-border e-commerce inventories are relatively healthy, and Google bidding promotion efforts assist brand sellers in achieving counter-trend growth and increasing order volumes. After industry reshuffling, precise placement of Google marking has become central to securing orders.
知春资本宋仁杰基于行业数据强调，谷歌留痕在低端制造业产品推广中面临挑战，2022年行业增长仅9%，1-2月出口下降6.8%。然而，对东南亚、俄罗斯等市场的谷歌竞价推广显示出订单增长潜力，谷歌留痕策略需适应市场变化以提升转化。
Song Renjie from Zichun Capital emphasized based on industry data that Google marking faces challenges in promoting low-end manufacturing products, with industry growth at only 9% in 2022 and exports declining 6.8% in Jan-Feb. However, Google bidding promotion in markets like Southeast Asia and Russia shows potential for order growth, requiring Google marking strategies to adapt to market changes for better conversion.
未来，谷歌留痕和谷歌竞价推广工作需关注国内供应链恢复速度及欧美市场需求变化，以优化订单效果。尽管短期压力存在，专家对2023年跨境电商发展持谨慎乐观态度，谷歌留痕将继续在订单转化中发挥关键作用。
In the future, Google marking and Google bidding promotion efforts need to focus on the recovery speed of domestic supply chains and changes in European and American market demand to optimize order outcomes. Despite short-term pressures, experts remain cautiously optimistic about cross-border e-commerce development in 2023, with Google marking continuing to play a pivotal role in order conversion.
