大企业为什么做Google推广？从TikTok北欧扩张看全球营销战略
在当今数字驱动的全球市场中，“Google推广”早已成为大型企业国际营销战略的基石。无论是科技巨头还是传统品牌，都将搜索引擎营销视为触及全球客户、建立品牌权威和驱动业务增长的核心手段。近期，全球短视频平台TikTok在丹麦开设首个办事处的举措，为我们理解大企业如何布局全球市场，以及为何像Google推广这样的渠道不可或缺，提供了一个生动的案例。
In today's digitally-driven global market, "Google Promotion" has long been a cornerstone of the international marketing strategies for large enterprises. Whether tech giants or traditional brands, search engine marketing is regarded as a core means to reach global customers, establish brand authority, and drive business growth. The recent move by the global short video platform TikTok to open its first office in Denmark provides a vivid case study for understanding how large enterprises plan their global market presence and why channels like Google promotion are indispensable.
哥本哈根消息 - 全球短视频平台TikTok于10月30日正式宣布在丹麦首都哥本哈根设立首个办事处，这是继瑞典之后，TikTok在北欧地区设立的第三个办事处。这一战略布局，与大型企业持续投资Google推广以深耕区域市场的逻辑如出一辙。
Copenhagen News - On October 30th, global short video platform TikTok officially announced the opening of its first office in Copenhagen, Denmark, marking its third office in the Nordic region following two in Sweden. This strategic layout aligns perfectly with the logic behind large enterprises' continuous investment in Google promotion to deeply cultivate regional markets.
新办事处将作为TikTok在北欧地区广告和电商业务的重要基地。数据显示，TikTok目前在丹麦的月活跃用户已达130万。对于希望触达此类高活跃度、年轻化受众的品牌而言，仅仅依靠社交媒体内部广告是不够的。结合强大的Google推广进行整合营销，例如通过搜索广告捕获有明确意图的用户，才能构建全方位的数字触达网络，这正是大企业营销预算的常见分配方式。
The new office will serve as an important base for TikTok's advertising and e-commerce business in the Nordic region. Data shows TikTok currently has 1.3 million monthly active users in Denmark. For brands hoping to reach such highly active, youthful audiences, relying solely on in-platform social media ads is insufficient. Integrating with powerful Google promotion for holistic marketing—such as capturing users with clear intent through search ads—is essential to building a comprehensive digital reach network. This is a common allocation method in the marketing budgets of large enterprises.
业务拓展与市场测试：本地化与精准投放的双重奏
TikTok北欧地区负责人表示，新办事处旨在加强市场影响力并为未来电商业务进行前期测试。这揭示了大企业做Google推广的深层原因：精准的市场测试与本地化优化。通过Google Ads等工具，企业可以以相对可控的成本，在不同区域（如北欧）测试广告文案、关键词和落地页效果，快速获取数据洞察，为大规模的本地化运营（如TikTok在丹麦推出搜索广告、直播电商等新功能）提供决策支持。
Business Expansion and Market Testing: The Duet of Localization and Precision Targeting
The Head of TikTok Nordic stated that the new office aims to strengthen market influence and conduct preliminary testing for future e-commerce business. This reveals the deeper reasons why large enterprises invest in Google promotion: precise market testing and localization optimization. Through tools like Google Ads, companies can test ad copy, keywords, and landing page performance in different regions (such as the Nordics) at a relatively controllable cost, quickly gain data insights, and provide decision-making support for large-scale localized operations (such as TikTok launching new features like search ads and live commerce in Denmark).
挑战与机遇并存：为什么大企业持续信赖Google推广？
尽管TikTok在北欧面临数据安全等监管挑战，但其业务仍在扩张。这反映了数字营销市场的韧性。对于大多数跨国企业而言，Google推广提供了一个相对稳定、透明且可衡量回报的全球性平台。其优势在于：
Challenges and Opportunities Coexist: Why Do Large Enterprises Consistently Trust Google Promotion?
Despite facing regulatory challenges like data security in the Nordic region, TikTok's business continues to expand. This reflects the resilience of the digital marketing market. For most multinational corporations, Google promotion provides a relatively stable, transparent, and measurable global platform. Its advantages lie in:
1. 无与伦比的覆盖与意图捕获：Google搜索引擎在全球绝大多数市场占据主导地位，是用户主动寻找信息、产品或服务的首要入口。大企业做Google推广，本质是在客户产生需求的瞬间与之建立联系。
1. Unparalleled Reach and Intent Capture: The Google search engine dominates the vast majority of global markets, serving as the primary entry point for users actively seeking information, products, or services. When large enterprises engage in Google promotion, they are essentially connecting with potential customers at the very moment their needs arise.
2. 与本地化战略协同：正如TikTok在丹麦设立实体办事处以贴近市场，Google推广允许广告主创建高度本地化的广告系列，使用当地语言、适配本地搜索习惯和文化语境，这与大企业的区域深耕战略高度协同。
2. Synergy with Localization Strategies: Just as TikTok establishes a physical office in Denmark to be closer to the market, Google promotion allows advertisers to create highly localized ad campaigns using the local language, adapting to local search habits and cultural context. This highly synergizes with the regional deep-cultivation strategies of large enterprises.
3. 数据驱动与风险控制：Google Ads平台提供详尽的数据分析服务，帮助广告主优化投放效果。在开拓像北欧这样的新市场时，这种数据驱动的能力对于控制营销风险、提升投资回报率至关重要。
3. Data-Driven Approach and Risk Control: The Google Ads platform provides detailed data analytics services to help advertisers optimize ad performance. When exploring new markets like the Nordics, this data-driven capability is crucial for controlling marketing risks and improving return on investment.
结论
TikTok在丹麦的扩张，是数字平台深化区域市场运营的缩影。而对于广大从事外贸或面向全球市场的企业来说，这再次印证了一个核心策略：要有效寻找客户并建立全球品牌影响力，系统化、数据化、本地化的Google推广不是可选项，而是必选项。它不仅是流量的来源，更是市场洞察、品牌建设与销售转化整合的关键枢纽，支撑着大企业在复杂国际环境中稳步前行。
Conclusion
TikTok's expansion in Denmark is a microcosm of digital platforms deepening their regional market operations. For enterprises engaged in foreign trade or targeting the global market, this reaffirms a core strategy: to effectively find customers and build global brand influence, systematic, data-driven, and localized Google promotion is not an option, but a necessity. It is not only a source of traffic but also a key hub integrating market insight, brand building, and sales conversion, supporting large enterprises as they advance steadily in a complex international environment.
