如何通过谷歌竞价推广提升海外站点回头客？微软必应尚未撼动搜索市场霸主地位
谷歌母公司Alphabet第二季度财报超预期，云业务持续盈利
Alphabet's Q2 Earnings Exceed Expectations with Continued Cloud Profitability
当地时间7月25日，谷歌母公司Alphabet发布2023年第二季度财报，营收746.04亿美元，同比增长7%；净利润183.68亿美元，同比增长15%，双双超出市场预期。
On July 25 local time, Alphabet released its Q2 2023 financial report, showing revenue of $74.604 billion (up 7% YoY) and net profit of $18.368 billion (up 15% YoY), both exceeding market expectations.
核心业务表现亮眼
Strong Performance in Core Businesses
• 搜索广告收入426.28亿美元（同比增长4.8%）
• YouTube广告收入76.65亿美元（同比增长4.4%）
• 谷歌云收入80.31亿美元（同比增长28%）
• Search ad revenue: $42.628 billion (+4.8% YoY)
• YouTube ad revenue: $7.665 billion (+4.4% YoY)
• Google Cloud revenue: $8.031 billion (+28% YoY)
人工智能驱动业务增长
AI-Driven Business Growth
谷歌CEO桑达尔·皮查伊表示："我们在人工智能领域的持续领导地位正在推动搜索的下一场变革。超过70%的新一代AI独角兽公司都是谷歌云客户。"
Google CEO Sundar Pichai stated: "Our continued leadership in AI is driving the next evolution of search. Over 70% of generative AI unicorns are Google Cloud customers."
微软必应尚未构成实质性威胁
Microsoft Bing Poses No Substantial Threat Yet
尽管微软将AI整合进必应搜索引擎，《华尔街日报》分析指出：目前对谷歌核心业务影响有限。谷歌拥有定制AI芯片优势，可有效控制成本。
Despite Microsoft integrating AI into Bing, The Wall Street Journal analysis shows: minimal impact on Google's core business so far. Google's custom AI chips provide cost advantages.
海外站点营销建议
Marketing Recommendations for Overseas Websites
1. 优先投放Google Ads：覆盖全球90%以上的搜索流量
2. 利用YouTube Shorts（月活超20亿）进行视频营销
3. 结合谷歌云的AI解决方案优化用户体验
1. Prioritize Google Ads: covers over 90% of global search traffic
2. Leverage YouTube Shorts (2B+ monthly active users) for video marketing
3. Utilize Google Cloud's AI solutions to enhance user experience
分析师预计，Alphabet将在第四季度恢复两位数增长，证明其商业模式在AI时代仍具强大韧性。
Analysts expect Alphabet to return to double-digit growth in Q4, demonstrating strong business model resilience in the AI era.
