谷歌购物广告(Google Shopping Ads)全面指南 - 从基础到投放策略
作者：君志学堂OKO | Author: Junzhi Academy OKO
2021年无疑是跨境电商巨变的一年，随着Facebook和亚马逊等渠道或平台的政策收紧，导致大量商家转入独立站并选择谷歌渠道。而谷歌也在去年抓住机会推出了PMAX广告，值得一提的是，这个新广告类型是包含了谷歌购物广告的。
2021 was undoubtedly a year of major changes for cross-border e-commerce. With policy tightening on platforms like Facebook and Amazon, many merchants have turned to independent websites and Google channels. Google seized this opportunity to launch PMAX ads, which notably include Google Shopping Ads.
一、PMAX广告与购物广告 | PMAX Ads vs Shopping Ads
2021下半年谷歌推出新的广告类型——PMAX广告，即效果最大化广告，是谷歌将过去的展示广告、发现广告、视频广告、传统的搜索和购物广告等所有广告类型整合成的新广告类型。
In the second half of 2021, Google launched a new ad type - PMAX ads (Performance Max), which integrates all previous ad types including display ads, discovery ads, video ads, traditional search and shopping ads.
二、标准购物广告（PLA） | Standard Shopping Ads (PLA)
1. 购物广告展示位置 | Shopping Ads Display Locations
购物广告专门在搜索框下有一个shopping栏，还会占据部分搜索广告结果版位。相比只有文字的搜索广告，购物广告直接展示产品图和价格等信息，对消费者更友好。
Shopping ads have a dedicated shopping tab below the search bar and occupy some search ad positions. Compared to text-only search ads, shopping ads directly display product images and prices, making them more consumer-friendly.
2. 购物广告展示信息 | Information Displayed in Shopping Ads
购物广告会展示：产品图片、价格、产品名称、广告主、卖家品牌、顾客评价、优惠信息等详细信息。信息越精准详细，转化率越高。
Shopping ads display: product images, prices, product names, advertisers, seller brands, customer reviews, promotion information, etc. The more accurate and detailed the information, the higher the conversion rate.
三、建立购物广告的基础准备 | Prerequisites for Setting Up Shopping Ads
1. Google Merchant Center (GMC)
创建购物广告前必须拥有GMC（商家中心），这是购物广告必需的基础设施，但申请难度较大。
Before creating shopping ads, you must have a Google Merchant Center (GMC), which is essential infrastructure for shopping ads but difficult to apply for.
2. Feed要求 | Feed Requirements
Feed是产品属性信息的集合，包括：产品ID、标题、描述、落地页链接、图片链接、价格等。谷歌对Feed要求很高，这是为了筛选优质商家。
Feed is a collection of product attribute information including: product ID, title, description, landing page link, image link, price, etc. Google has high requirements for Feed to filter out quality merchants.
四、创建购物广告 | Creating Shopping Ads
创建步骤：
- 确保已有某国家的Feed审核通过且GMC与Ads关联
- 选择国家和地区（选定后不可修改）
- 选择标准广告，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）
- 通过数据分析优化不同产品组
Creation Steps:
- Ensure Feed for a specific country is approved and GMC is linked to Ads
- Select country/region (cannot be modified after selection)
- Choose standard ads, set up campaigns and ad groups
- Select product groups and bidding method (initial CPC recommended)
- Optimize different product groups through data analysis
总结：购物广告非常稳定且创建过程并不困难。谷歌推崇资质完备且产品优良的卖家进入购物广告网络，对于想做长期精品站点和品牌的商家来说，购物广告是最好的选择之一。
Summary: Shopping ads are very stable and not difficult to create. Google encourages qualified merchants with good products to join the shopping ads network, making it one of the best choices for merchants looking to build long-term premium sites and brands.
