如何优化谷歌购物广告提升跨境电商销售额
如何优化谷歌购物广告提升跨境电商销售额
How to Optimize Google Shopping Ads to Boost Cross-border E-commerce Sales
跨境电商卖家们注意了！ 2021年随着Facebook和亚马逊政策收紧，谷歌购物广告已成为独立站引流的新宠。本文将为您详细解析最新政策下的谷歌购物广告投放策略。
Attention cross-border sellers! With Facebook and Amazon tightening policies in 2021, Google Shopping Ads have become the new favorite for driving traffic to independent websites. This article will provide a detailed analysis of Google Shopping Ads strategies under the latest policies.
一、PMAX广告与购物广告的关系
1. The Relationship Between PMAX Ads and Shopping Ads
2021年下半年，谷歌推出了PMAX广告（效果最大化广告），整合了展示广告、发现广告、视频广告等多种广告类型。购物广告是PMAX广告中最重要的组成部分。
In the second half of 2021, Google launched PMAX Ads (Performance Max Ads), integrating display ads, discovery ads, video ads and other ad types. Shopping Ads are the most important component of PMAX Ads.
二、标准购物广告(PLA)详解
2. In-depth Analysis of Standard Shopping Ads (PLA)
1. 展示位置： 购物广告占据搜索广告头部位置，直接展示产品图、价格等信息，比纯文字广告更具吸引力。
1. Display Positions: Shopping Ads occupy the top position of search ads, directly displaying product images, prices and other information, making them more attractive than text-only ads.
2. 广告形式： 标准购物广告(PLA)将产品按照属性要求上传至谷歌，批量展现给消费者。例如iPhone广告会展示具体型号、颜色、价格等信息。
2. Ad Formats: Standard Shopping Ads (PLA) upload products to Google according to attribute requirements and display them to consumers in batches. For example, iPhone ads will display specific models, colors, prices and other information.
3. 展示信息：
- 产品图片（最大版位）
- 产品价格和名称
- 广告主和品牌信息
- 顾客评价和优惠信息
- 本地库存情况
3. Display Information:
- Product images (largest space)
- Product price and name
- Advertiser and brand information
- Customer reviews and promotions
- Local inventory status
三、创建购物广告的关键准备
3. Key Preparations for Creating Shopping Ads
Feed的重要性： Feed是产品属性信息的集合，包含ID、标题、描述、链接、图片、价格等关键信息。谷歌对Feed要求严格的原因：
Importance of Feed: Feed is a collection of product attribute information, including key information such as ID, title, description, link, image, price, etc. Reasons why Google has strict requirements for Feed:
- 帮助消费者快速精准找到产品
- 平台筛选优质商家的标准
- 促进商家优化物流、价格等竞争力
- Help consumers find products quickly and accurately
- Platform standards for screening high-quality merchants
- Promote merchants to optimize logistics, prices and other competitiveness
四、购物广告投放步骤
4. Steps to Launch Shopping Ads
创建流程：
Creation Process:
- 前提：Feed审核通过且GMC与Ads关联
- 选择国家和地区（不可修改）
- 设置广告系列和广告组
- 选择产品组及出价方式（初始建议CPC）
- 通过数据分析优化产品组
- Prerequisite: Feed approved and GMC linked to Ads
- Select country/region (cannot be modified)
- Set up ad campaigns and ad groups
- Select product groups and bidding method (initial CPC recommended)
- Optimize product groups through data analysis
优化建议： 购物广告非常稳定，是长期精品站点和品牌商家的理想选择。建议重点关注产品Feed质量、出价策略和数据分析。
Optimization Suggestions: Shopping Ads are very stable and are an ideal choice for long-term boutique sites and brand merchants. It is recommended to focus on product Feed quality, bidding strategy and data analysis.
