高评价跨境网站：谷歌竞价推广与Facebook广告投放的深度思考
目标定位在数字广告中的演变
在与团队复盘近一年的客户项目后，我们发现Facebook广告定位策略正在发生根本性变化。三年前，质疑目标定位的重要性会被视为外行，但如今数据表明，传统定位方式的影响力正在减弱。
The Evolution of Targeting in Digital Advertising
After reviewing client projects from the past year, our team observed fundamental changes in Facebook ad targeting strategies. While questioning targeting importance would have been considered amateurish three years ago, current data shows traditional targeting methods are losing effectiveness.
算法定位的崛起
Facebook的受众扩展(Audience Expansion)和算法定位正在改变游戏规则。投放测试显示：四种不同定位设置(Advantage+带限制/不带限制，自定义受众/通投)的实际覆盖人群差异微乎其微。
The Rise of Algorithmic Targeting
Facebook's Audience Expansion and algorithmic targeting are changing the game. Tests show negligible differences in actual reach between four targeting approaches (Advantage+ with/without restrictions, custom audiences/open targeting).
广告主控制权的变化
如今广告主能完全控制的设置仅剩：
1. 年龄和语言排除
2. 自定义受众微调
3. 地区定位(但选项已从4个简化为1个)
Shifting Control for Advertisers
Today advertisers only fully control:
1. Age and language exclusions
2. Custom audience refinements
3. Location targeting (with reduced options from 4 to 1)
再营销的价值
数据显示系统会自动分配约25%预算给再营销广告，这可能是效果营销的最后堡垒。建议广告主重视再营销策略的优化。
The Value of Retargeting
Data shows systems automatically allocate ~25% budget to retargeting ads, possibly the last stronghold of performance marketing. Advertisers should prioritize retargeting strategy optimization.
多渠道投放策略
随着平台算法趋同(Facebook像Google，Google像Facebook)，单一渠道依赖风险增大。建议结合Google竞价推广与Facebook广告，并关注新兴渠道如TikTok Shop。
Multi-Channel Strategy
With platform algorithms converging, reliance on single channels becomes riskier. We recommend combining Google Ads with Facebook advertising while exploring emerging channels like TikTok Shop.
