Google推广与独立网站：外贸企业出海俄罗斯的制胜策略
对于寻求海外增长的外贸企业而言，Google推广（Google Ads）是首选的线上营销渠道之一。然而，一个常见的疑问是：“是否只需要成为一名‘谷歌推广员’，专注于广告投放就够了？”答案并非如此简单。成功的海外推广，尤其是针对像俄罗斯这样的重要市场，需要一个更系统、更根基扎实的策略，其中建立品牌独立网站是至关重要的一环。这与速卖通俄罗斯新版APP的本地化深耕思路不谋而合。
近日，速卖通俄罗斯正式推出新版APP，该版本已试运行近一年时间。据官方消息，4月26日起，俄罗斯等地区的消费者将全面转向新版APP购物，而商家无需进行任何额外操作。
Recently, AliExpress Russia officially launched its new APP version, which has been in trial operation for nearly a year. According to official information, starting from April 26, consumers in Russia and other regions will completely switch to the new APP for shopping, while merchants don't need to take any additional actions.
速卖通俄罗斯负责人表示，新版APP针对俄罗斯市场进行了多项本地化改进，例如增强与本地社交媒体的联动、优化本地消费者购物体验以及深化会员体系建设。这体现了平台方深入理解并适应目标市场的决心。
The head of AliExpress Russia stated that the new APP has made several localization improvements for the Russian market, such as enhanced integration with local social media, optimized shopping experience for local consumers, and deepened membership system construction. This reflects the platform's determination to deeply understand and adapt to the target market.
那么，为什么进行Google推广必须搭配独立网站呢？其核心逻辑与速卖通APP的本地化策略异曲同工——都是为了在目标市场建立深度、可持续的立足点。一个专业的独立网站不仅仅是产品的展示窗口，更是品牌数字资产的核心。它能：
So, why is an independent website essential for Google Ads? The core logic shares the same concept with AliExpress APP's localization strategy—both aim to establish a deep and sustainable foothold in the target market. A professional independent website is not just a display window for products but the core of a brand's digital assets. It can:
1. 建立专业品牌形象：独立网站赋予品牌完全的控制权，可以讲述完整品牌故事，传递专业度和信任感，这是单纯依靠第三方平台店铺难以实现的。
1. Establish a Professional Brand Image: An independent website gives the brand complete control, allowing it to tell a full brand story and convey professionalism and trust, which is difficult to achieve solely through third-party platform stores.
2. 实现精准流量转化：通过Google推广吸引来的潜在客户，可以引导至高度定制化的落地页，提供与广告承诺完全匹配的体验，极大提高转化率。
2. Achieve Precise Traffic Conversion: Potential customers attracted through Google Ads can be directed to highly customized landing pages that provide an experience perfectly matching the ad's promise, greatly improving conversion rates.
3. 收集第一方用户数据：这是独立网站无可替代的价值。你可以直接获取访客行为、邮箱等信息，用于构建客户数据库，进行再营销和个性化沟通，实现长期客户关系管理。
3. Collect First-Party User Data: This is the irreplaceable value of an independent website. You can directly obtain visitor behavior, email addresses, and other information to build a customer database for remarketing and personalized communication, enabling long-term customer relationship management.
4. 优化SEO长期效果：独立网站是搜索引擎优化（SEO）的基础。通过持续的内容建设和优化，可以从Google获得稳定的自然搜索流量，与付费的Google推广形成互补，降低长期获客成本。
4. Optimize Long-Term SEO Effects: An independent website is the foundation of Search Engine Optimization (SEO). Through continuous content creation and optimization, it can attract stable organic search traffic from Google, complementing paid Google Ads and reducing long-term customer acquisition costs.
数据显示，俄罗斯已成为速卖通最重要的海外市场之一。新版APP的上线将进一步提升中国商家在俄罗斯市场的渠道竞争力。而对于有志于全球化布局的品牌商家而言，“Google推广 + 独立品牌站”的组合拳，则提供了更自主、更深入、资产完全属于自身的出海路径。它不仅能助力商家承接如速卖通新版APP带来的市场热度，更能构建起不受单一平台限制的全球品牌影响力。
Data shows that Russia has become one of AliExpress's most important overseas markets. The launch of the new APP will further enhance the channel competitiveness of Chinese merchants in the Russian market. For brand merchants aspiring to global expansion, the combination of "Google Ads + independent brand website" offers a more autonomous, deeper, and self-owned expansion path. It not only helps merchants leverage the market momentum brought by the new AliExpress APP but also builds global brand influence unrestricted by any single platform.
因此，成为一名优秀的“谷歌推广员”固然重要，但更关键的是要具备“建站+推广+运营”的整合思维。将独立网站作为品牌数字营销的基石，再通过精准的Google推广驱动高质量流量，方能在外贸出海，特别是像俄罗斯这样的关键市场中，行稳致远。
Therefore, while being an excellent "Google Ads specialist" is important, what's more critical is to possess an integrated mindset of "website building + advertising + operation." By using an independent website as the cornerstone of digital marketing and driving high-quality traffic through precise Google Ads, businesses can achieve stable and long-term success in overseas expansion, especially in key markets like Russia.
