独立站流量困境：Facebook和Google广告成本飙升3倍的应对策略
全球90%独立站面临流量荒，这是当前跨境电商行业最严峻的现实之一。根据雨果独立站专家Molly分享的数据，绝大多数新建立的独立站都难以获得自然流量，这使得付费广告成为卖家们不得不选择的"流量游戏"。
90% of independent websites face traffic drought, which is one of the most severe realities in the cross-border e-commerce industry. According to data shared by Molly, an expert from Hugo Independent Station, most newly established independent websites struggle to obtain organic traffic, making paid advertising the "traffic game" sellers have to choose.
为什么独立站获取流量如此困难？
Why is it so difficult for independent websites to obtain traffic?
新网站上线后，Google通常会进行3个月到1年的考察期，评估网站的可信度和质量。在这段"沙盒期"内，网站几乎不可能获得良好的自然排名。因此，付费广告成为快速获取流量的主要手段，其中Google Ads和Facebook广告是最常用的两种方式。
After a new website goes online, Google usually conducts an evaluation period of 3 months to 1 year to assess the credibility and quality of the website. During this "sandbox period", it is almost impossible for the website to achieve good organic rankings. Therefore, paid advertising has become the main means to quickly obtain traffic, with Google Ads and Facebook ads being the two most commonly used methods.
广告成本飙升：惊人的数据对比
Soaring ad costs: Astonishing data comparison
Facebook广告成本变化：
2020年：每次点击费用0.7-1.01美元
2021年：每次点击费用0.5-3.5美元（平均0.97美元）
最高点击成本增长达3倍！
Facebook ad cost changes:
2020: Cost per click $0.7-$1.01
2021: Cost per click $0.5-$3.5 (average $0.97)
Maximum click cost increased by 3 times!
Google广告成本变化：
2020年：每次点击费用1-2美元
2021年：平均每次点击费用2.69美元
成本上涨1-2倍！
Google ad cost changes:
2020: Cost per click $1-$2
2021: Average cost per click $2.69
Cost increased by 1-2 times!
成本飙升背后的原因
Reasons behind soaring costs
1. 亚马逊政策收紧，大量卖家转向独立站
2. 政府鼓励企业通过独立站开展电商
3. 广告位有限，竞价机制导致"价高者得"
4. 两大平台广告收入占比均超过98%
1. Amazon's policy tightening, a large number of sellers turning to independent websites
2. Governments encourage businesses to conduct e-commerce through independent websites
3. Limited ad space, bidding mechanism leads to "highest bidder wins"
4. Both platforms' advertising revenue accounts for more than 98%
给独立站卖家的实用建议
Practical advice for independent website sellers
1. 控制每日预算：Google AdWords提供预算控制功能
2. 使用Google Ads成本计算器评估ROAS（广告支出回报率）
3. 新手建议从保守出价开始，逐步优化
4. 考虑多渠道营销策略，降低对单一平台的依赖
1. Control daily budget: Google AdWords provides budget control features
2. Use Google Ads cost calculator to evaluate ROAS (Return on Ad Spend)
3. Beginners are advised to start with conservative bids and gradually optimize
4. Consider multi-channel marketing strategies to reduce dependence on a single platform
面对不断上涨的广告成本，独立站卖家需要更精细化的运营策略和更科学的数据分析，才能在激烈的竞争中脱颖而出。
Facing rising advertising costs, independent website sellers need more refined operational strategies and more scientific data analysis to stand out in fierce competition.
