亚马逊站外引流为何首选谷歌？2023年最佳推广策略解析
亚马逊站外引流为何首选谷歌？2023年最佳推广策略解析
Why Google is the First Choice for Amazon Off-site Traffic? 2023 Best Promotion Strategy Analysis
随着Q4旺季和第二次Prime Day的临近，在激烈的竞争中获得更多曝光和流量，成为亚马逊卖家最头疼的问题之一。
With the approach of Q4 peak season and the second Prime Day, gaining more exposure and traffic in fierce competition has become one of the most headache-inducing problems for Amazon sellers.
亚马逊站内的流量竞争已进入白热化阶段，因此不少卖家开始将目光转向站外。
The competition for traffic within Amazon has reached a fever pitch, leading many sellers to turn their attention to off-site channels.
为何首选谷歌？ | Why Choose Google First?
- 用户数量庞大：谷歌每天处理来自全球各地的搜索请求超过35亿次，YouTube每月登录用户超过20亿。
- Massive user base: Google processes over 3.5 billion search requests daily from around the world, and YouTube has over 2 billion monthly logged-in users.
- 消费者的首选：调查显示，搜索引擎是消费者发现新产品和新品牌的第一选择。
- Consumer's first choice: Surveys show that search engines are consumers' top choice for discovering new products and brands.
- 丰富的广告产品：谷歌的广告产品种类繁多，能覆盖不同购物旅程阶段的客户。
- Diverse ad products: Google offers a wide variety of advertising products that can reach customers at different stages of the shopping journey.
如何实现效益最大化？ | How to Maximize Benefits?
将谷歌流量引入亚马逊有三种主要路径：
There are three main paths to direct Google traffic to Amazon:
1. 谷歌广告→商品详情页
优势：转化路径短，流失率低
劣势：数据有限，流量利用率低
1. Google Ads→Product Detail Page
Pros: Short conversion path, low attrition rate
Cons: Limited data, low traffic utilization
2. 谷歌广告→独立站→商品详情页
优势：提高流量精准度，获得更多一手数据
劣势：转化路径过长，跳出率高
2. Google Ads→Independent Site→Product Detail Page
Pros: Improves traffic accuracy, obtains more first-hand data
Cons: Overly long conversion path, high bounce rate
3. 谷歌广告→测评网站/红人链接→商品详情页
优势：增加信任背书，提高接受度
劣势：维护成本高
3. Google Ads→Review Sites/Influencer Links→Product Detail Page
Pros: Builds trust, increases acceptance
Cons: High maintenance costs
对于跨境卖家来说，选择路径二实际上更有利于长远发展和品牌建设。
For cross-border sellers, choosing path two is actually more conducive to long-term development and brand building.
