跨境电商新手入门：谷歌推广开户指南与独立站现状分析
随着跨境电商的蓬勃发展，越来越多的国内卖家开始关注独立站建设。然而，独立站的风口期已经过去，新手卖家需要更谨慎地评估市场现状。
With the rapid development of cross-border e-commerce, more and more domestic sellers are paying attention to independent site construction. However, the golden period for independent sites has passed, and new sellers need to evaluate the current market situation more carefully.
谷歌跨境电商加速中心启动
Launch of Google Cross-border E-commerce Acceleration Center
谷歌近期在厦门自贸区启用了首个跨境电商加速中心，旨在帮助卖家解决独立站运营中的三大痛点：
- 起步难
- 人才招聘难
- 出海运营难
Google recently launched its first cross-border e-commerce acceleration center in Xiamen Free Trade Zone, aiming to help sellers solve three major pain points in independent site operation:
- Difficulty in getting started
- Difficulty in talent recruitment
- Difficulty in overseas operation
独立站兴衰史
The Rise and Fall of Independent Sites
2021年亚马逊"封店潮"成为独立站爆发的导火索。当时：
The 2021 Amazon "store closure wave" became the trigger for the explosion of independent sites. At that time:
高峰期（2021-2022）：独立站数量激增，Facebook成为主要流量来源
Peak period (2021-2022): The number of independent sites surged, with Facebook becoming the main traffic source
现状（2024）：流量成本上涨，精准投放难度增加，许多卖家选择回归平台
Current situation (2024): Rising traffic costs, increased difficulty in precise targeting, many sellers choose to return to platforms
谷歌推广开户指南
Google Ads Account Opening Guide
对于仍想尝试独立站的卖家，可以通过以下方式开通谷歌广告账户：
For sellers who still want to try independent sites, you can open a Google Ads account in the following ways:
- 直接通过谷歌官网申请
- 寻找谷歌官方认证代理商
- 参加跨境电商加速中心的相关培训
- Apply directly through Google's official website
- Find Google certified partners
- Participate in relevant training at the cross-border e-commerce acceleration center
未来趋势与建议
Future Trends and Recommendations
面对"四小龙"（Temu、SHEIN、AliExpress和TikTok Shop）的全托管模式竞争，独立站卖家需要：
Facing the competition from the "Four Little Dragons" (Temu, SHEIN, AliExpress and TikTok Shop) with their fully hosted model, independent site sellers need to:
- 打造差异化产品优势
- 建立品牌认知度
- 优化流量获取成本
- 考虑多渠道布局
- Create differentiated product advantages
- Build brand awareness
- Optimize customer acquisition costs
- Consider multi-channel deployment
结论：虽然独立站风口已过，但对于有独特产品和品牌意识的卖家，仍有机会通过精细化运营获得成功。
Conclusion: Although the golden period for independent sites has passed, sellers with unique products and brand awareness still have opportunities to succeed through refined operations.
