终极境外电商账务处理与谷歌购物广告投放指南
跨境电商如何高效做账报税？谷歌推广为何没有询盘？ 君志学堂Google投放系列为您揭秘
How to handle cross-border e-commerce accounting efficiently? Why no inquiries from Google Ads? Junzhi Academy's Google Ads series reveals the secrets
大家好，我是君志学堂的OKO。很高兴和大家分享跨境电商谷歌广告投放的专业知识。如果觉得文章有帮助，请点赞收藏！
Hello everyone, I'm OKO from Junzhi Academy. I'm delighted to share professional knowledge about Google Ads for cross-border e-commerce. If you find this article helpful, please like and bookmark it!
2021年跨境电商巨变与谷歌PMAX广告
The Transformation of Cross-border E-commerce in 2021 and Google PMAX Ads
2021年无疑是跨境电商巨变的一年。随着Facebook和亚马逊等平台政策收紧，大量商家转向独立站并选择谷歌渠道。谷歌抓住机遇推出PMAX广告（效果最大化广告），整合了包括购物广告在内的所有广告类型。
2021 was undoubtedly a year of transformation for cross-border e-commerce. With policy tightening on platforms like Facebook and Amazon, many merchants turned to independent websites and Google channels. Google seized the opportunity to launch PMAX ads (Performance Max ads), integrating all ad types including shopping ads.
标准购物广告(PLA)详解
Standard Shopping Ads (PLA) Explained
1. 购物广告展示位置
1. Shopping Ads Display Locations
谷歌在搜索框下专门设置了shopping栏展示相关产品信息。购物广告还占据搜索广告头部位置，直接展示产品图片和价格，比纯文字广告更具吸引力。
Google specifically sets up a shopping tab below the search box to display relevant product information. Shopping ads also occupy the top position of search ads, directly displaying product images and prices, making them more attractive than text-only ads.
2. 购物广告展示内容
2. Content Displayed in Shopping Ads
购物广告展示产品图片、价格、名称、广告主、顾客评价、优惠信息等详细内容。信息越精准详细，转化率越高。
Shopping ads display product images, prices, names, advertisers, customer reviews, promotional information and other detailed content. The more accurate and detailed the information, the higher the conversion rate.
创建购物广告的基础准备
Basic Preparation for Creating Shopping Ads
1. Google Merchant Center (GMC)
创建购物广告必须拥有GMC账户，申请难度较大，需要提供完整的营业执照、产品、物流、支付等信息。
Creating shopping ads requires a GMC account, which is difficult to apply for. Complete business license, product, logistics, payment and other information are required.
2. Feed上传
2. Feed Upload
Feed是产品属性信息的集合，包括ID、标题、描述、链接、图片、价格等。谷歌通过Feed将产品展现给消费者。
Feed is a collection of product attribute information, including ID, title, description, link, image, price, etc. Google displays products to consumers through Feed.
创建购物广告的步骤
Steps to Create Shopping Ads
1. 前提条件
1. Prerequisites
• GMC账户已审核通过并与Ads关联
• 某国家的Feed已通过审核
• GMC account approved and linked with Ads
• Feed for a specific country has been approved
2. 创建流程
2. Creation Process
(1) 选择国家和地区（不可修改）
(2) 选择标准购物广告
(3) 设置广告系列和广告组
(4) 选择产品组及出价方式
(5) 通过数据分析优化不同产品组
(1) Select country and region (cannot be modified)
(2) Select standard shopping ads
(3) Set up ad campaigns and ad groups
(4) Select product groups and bidding methods
(5) Optimize different product groups through data analysis
总结
Conclusion
购物广告创建过程并不困难，且非常稳定。谷歌鼓励资质完备、产品优良的卖家使用购物广告，是长期精品站点和品牌商家的最佳选择之一。
The process of creating shopping ads is not difficult and is very stable. Google encourages qualified sellers with excellent products to use shopping ads, making it one of the best choices for long-term boutique sites and brand merchants.
跨境培训上君志！了解更多谷歌广告投放知识：君志学堂
For cross-border training, choose Junzhi! Learn more about Google Ads: Junzhi Academy
