外贸十年经验分享：谷歌广告出价策略与隐藏技巧
对于外贸新手的问题： 很多从事外贸十年以上的朋友经常问："谷歌推广是不是很贵？谷歌广告出价方式是否有隐藏技巧？"
For beginners in foreign trade: Many friends with over 10 years of foreign trade experience often ask: "Is Google promotion expensive? Are there any hidden tricks in Google Ads bidding methods?"
在B2B领域竞争日益激烈的今天，越来越多的外贸从业者开始借助Google PPC或SEO来获取流量。SEO见效较慢，而PPC则能在当天就带来流量。
In today's increasingly competitive B2B field, more and more foreign trade practitioners are using Google PPC or SEO to obtain traffic. SEO takes longer to show results, while PPC can bring traffic on the same day.
我操作过两个网站的PPC广告，今天分享一些关于最底层出价方式的心得：
I have operated PPC ads for two websites, and today I will share some insights about the most fundamental bidding methods:
1. 初始阶段：广泛匹配
完成PPC广告后，建议选择尽可能多的点击次数，让广告数据先跑起来。很多人为了节省开支，一开始就全部使用"精确匹配"，这并非最佳选择。
1. Initial Stage: Broad Match
After completing PPC ads, it's recommended to choose as many clicks as possible to let the ad data run first. Many people use "exact match" from the beginning to save costs, which is not the best choice.
2. 优化阶段：否定关键词
最佳方式是先开启广泛匹配，虽然流量不精确，但能带来更多曝光机会。运营5-7天后，可以将不合适的关键词设置为否定词。
2. Optimization Stage: Negative Keywords
The best way is to start with broad match first. Although the traffic is not precise, it can bring more exposure opportunities. After 5-7 days of operation, you can set inappropriate keywords as negative keywords.
3. 进阶阶段：词组匹配
广泛匹配运行一段时间后，可转换为词组匹配，这时可以对精准流量加大出价。
3. Advanced Stage: Phrase Match
After running broad match for a while, you can switch to phrase match, at which point you can increase bids for precise traffic.
4. 数据分析阶段
假设每次点击成本8元，本月点击300次，总花费2400元，产生询盘30个，每个询盘价值100元。那么每次转化成本为100元。
4. Data Analysis Stage
Assuming the cost per click is 8 yuan, with 300 clicks this month, total spending is 2400 yuan, generating 30 inquiries, each worth 100 yuan. Then the cost per conversion is 100 yuan.
5. 转化优化阶段
基于数据分析结果，可以选择以"转化更多次数"为出价方式，将转化费用设置为110元。目标每次转化费用出价策略有助于抓取高意向客户群体。
5. Conversion Optimization Stage
Based on data analysis results, you can choose "maximize conversions" as the bidding method, setting the conversion cost at 110 yuan. Target CPA bidding strategy helps capture high-intent customer groups.
6. 精准投放阶段
当广告完全跑起来后，可以对部分广告进行人工出价。此时PPC会显示一个出价模型曲线，展示出价与点击的对应关系。
6. Precise Delivery Stage
When the ads are fully running, you can manually bid on some ads. At this point, PPC will display a bidding model curve showing the relationship between bids and clicks.
7. 区域和设备优化
添加目标国家市场，在重点市场可将出价提高一倍。对于计算机端，可增加50%-100%出价；对于移动端，可适当减少出价。
7. Regional and Device Optimization
Add target country markets and double bids in key markets. For desktop, increase bids by 50%-100%; for mobile, appropriately reduce bids.
专业提示： 这些策略需要根据实际数据不断调整优化，没有放之四海而皆准的方案。
Pro Tip: These strategies need to be constantly adjusted and optimized based on actual data. There is no one-size-fits-all solution.
