谷歌广告政策大变革：全面取消返点将如何影响跨境电商行业？
谷歌广告政策迎来重大调整，据智象出海从多方消息源获悉，谷歌计划全面收紧对代理商的返点政策。这并非谷歌首次调整返点政策，去年已取消App端广告返点，而今年底的新政策将主要影响跨境电商行业。
Google's advertising policy is undergoing major changes. According to multiple sources obtained by Zhixiang Chuhai, Google plans to comprehensively tighten its rebate policy for agencies. This is not Google's first adjustment to rebate policies - it already eliminated rebates for App advertising last year, and the new policy at the end of this year will mainly impact the cross-border e-commerce industry.
移动广告代理商首当其冲受到影响。长期以来，各类广告代理商帮助中国企业通过谷歌、Facebook等平台开展海外营销业务。虽然全面取消代理返点的消息尚未最终确认，但已有不少代理厂商开始提醒广告主调整策略。
Mobile advertising agencies are the first to be affected. For a long time, various advertising agencies have helped Chinese companies conduct overseas marketing through platforms like Google and Facebook. Although the news about completely eliminating agency rebates hasn't been officially confirmed, many agency vendors have already begun advising advertisers to adjust their strategies.
全球广告市场面临严峻挑战
Global Advertising Market Faces Severe Challenges
后疫情时代，全球广告业务都面临压力。AppsFlyer数据显示，2022年Q2移动营销投放预算同比减少12%。Meta第三季度广告收入同比下降4%，净利润下降52%。谷歌母公司Alphabet的Q3营收增速从41%大幅降至6%。
In the post-pandemic era, the global advertising business is under pressure. AppsFlyer data shows that mobile marketing budgets in Q2 2022 decreased by 12% year-over-year. Meta's Q3 advertising revenue fell 4% YoY with net profit down 52%. Alphabet's Q3 revenue growth rate dropped sharply from 41% to 6%.
谷歌为何取消返点政策？
Why is Google Eliminating Rebate Policies?
业内人士指出三个主要原因：
- 代理商增值空间有限
- 谷歌希望转向直客模式
- 市场已过拓荒期，谷歌具备直接服务能力
Industry insiders point to three main reasons:
- Limited value-added space from agencies
- Google wants to shift to direct customer model
- The market has passed the pioneering stage, Google now has direct service capabilities
电商SaaS公司创始人胡文敏表示："全球出海离不开谷歌广告，阿里巴巴国际站、中国制造网等其实也是通过谷歌获客。"2021年广告占谷歌总收入的82%，预计2022年将占据全球在线广告市场29%的份额。
Hu Wenmin, founder of an e-commerce SaaS company, said: "Global expansion cannot be separated from Google Ads. Platforms like Alibaba International and Made-in-China.com actually also acquire customers through Google." In 2021, advertising accounted for 82% of Google's total revenue, and it's expected to account for 29% of the global online advertising market in 2022.
行业将如何应对？
How Will the Industry Respond?
面对政策变化，各方正在采取不同应对措施：
- 广告主：部分转向谷歌海外户，如阿根廷户返点可达13-15%
- 代理商：从纯操作型向提供整体解决方案转型
- 谷歌：与艾森哲合作成立公司探索直销模式
Facing policy changes, various parties are taking different countermeasures:
- Advertisers: Some are switching to Google overseas accounts, such as Argentina accounts with rebates up to 13-15%
- Agencies: Transitioning from pure operational types to providing comprehensive solutions
- Google: Partnering with Accenture to establish a company exploring direct sales models
数字营销专家指出："只要存在信息差和需求，就会有对应的服务商。但纯操作型代理将逐步被淘汰，代理商需要为媒体平台创造更多价值。"
Digital marketing experts point out: "As long as there are information gaps and demands, there will be corresponding service providers. But pure operational agencies will gradually be eliminated - agencies need to create more value for media platforms."
