2022独立站运营指南：如何申请谷歌竞价推广及外贸销售策略
随着亚马逊平台对中国商家的政策调整，越来越多的跨境卖家开始关注独立站运营这一更具自主性的销售渠道。2022年，独立站商家面临着PayPal封号、物流成本上涨等多重挑战，但同时也蕴含着巨大机遇。
After Amazon's policy adjustments for Chinese merchants, more and more cross-border sellers are turning to independent store operations as a more autonomous sales channel. In 2022, independent store operators face multiple challenges including PayPal account suspensions and rising logistics costs, but also great opportunities.
一、独立站搭建的三种方式 | Three Ways to Build an Independent Store
对于想要转型独立站的卖家，建站是首要问题。目前主流建站方式包括：
For sellers looking to transition to independent stores, website building is the primary concern. Current mainstream website building methods include:
- 自主建站 (Self-built websites)
- 开源程序建站 (Open source program website building)
- SaaS系统建站 (SaaS system website building)
其中，SaaS建站工具对有赞AllValue等平台提供的服务最为友好，大大降低了技术门槛。
Among these, SaaS website building tools like Youzan AllValue are the most user-friendly, significantly reducing technical barriers.
二、独立站运营核心策略 | Core Strategies for Independent Store Operation
独立站运营需要转变传统"短平快"的思维模式，重点关注以下方面：
Independent store operation requires a shift from traditional "quick-win" thinking, focusing on the following aspects:
1. 内容运营 | Content Operation
通过有价值的内容营销提升客户忠诚度和品牌影响力，形式包括文字、图片、视频等。
Enhance customer loyalty and brand influence through valuable content marketing, including text, images, videos, etc.
2. 用户运营 | User Operation
遵循"二八法则"，重点维护带来80%转化的20%核心用户群体。
Follow the "80/20 rule", focusing on maintaining the 20% core user group that brings 80% of conversions.
3. 商品运营 | Product Operation
系统管理商品生命周期，包括新品引入、爆品打造和滞销品淘汰策略。
Systematically manage product life cycles, including new product introduction, hit product creation, and clearance of slow-moving items.
三、如何申请谷歌竞价推广 | How to Apply for Google Ads
对于想要通过谷歌竞价推广获取流量的卖家，可以通过以下步骤申请：
For sellers who want to get traffic through Google Ads, they can apply through the following steps:
- 访问Google Ads官网 (Visit Google Ads official website)
- 创建Google账号 (Create a Google account)
- 设置广告系列 (Set up ad campaigns)
- 选择目标市场 (Select target markets)
- 设置预算和出价 (Set budget and bids)
- 提交广告审核 (Submit ads for review)
完整版《2022独立站运营指南》包含更多详细操作指南和案例分析，助力您的跨境业务腾飞！
The complete version of "2022 Independent Store Operation Guide" contains more detailed operation guides and case studies to help your cross-border business take off!
获取方式 | How to Get:
关注有赞AllValue公众号，回复"运营指南"即可免费领取高清版指南。
Follow Youzan AllValue official account, reply "Operation Guide" to get the HD version for free.
