2021年谷歌购物广告终极指南：从GMC申请到投放全流程
2021年谷歌购物广告终极指南：从GMC申请到投放全流程
The Ultimate Guide to Google Shopping Ads in 2021: From GMC Application to Campaign Launch
核心要点：本文详细解析谷歌购物广告与搜索广告的区别，并手把手指导完成GMC账户申请、产品Feed上传和广告投放全流程。
Key Takeaways: This article analyzes the differences between Google Shopping Ads and search ads, with step-by-step guidance on GMC account application, product feed upload and campaign launch.
为什么选择谷歌购物广告？
Why Choose Google Shopping Ads?
购物广告的最大优势在于视觉化展示：当用户搜索产品时，广告会直接显示产品图片、价格和商家对比信息，点击率比文字广告高出30%。
The biggest advantage of shopping ads is visual display: when users search for products, the ads directly show product images, prices and merchant comparisons, with 30% higher CTR than text ads.
GMC账户申请四部曲
4 Steps to Apply for GMC Account
步骤1：访问GMC官网，使用Google账号登录
Step 1: Visit GMC official website and log in with Google account
步骤2：填写企业信息时需注意：国家选择不可更改，中国公司选China，美国公司选USA
Step 2: Important note when filling business info: Country selection cannot be changed, Chinese companies choose China, US companies choose USA
产品Feed上传三大关键
3 Keys to Product Feed Upload
- 必填字段：产品ID、标题（含关键词）、描述（不含促销信息）、价格、库存状态
- Recommended fields: Product ID, title (with keywords), description (no promotions), price, availability status
- 视觉优化：主图链接必须为高质量产品图（建议1200×1200像素）
- Visual optimization: Main image link must be high-quality product photo (recommended 1200×1200 pixels)
广告投放五大技巧
5 Campaign Optimization Tips
技巧1：新手建议选择"标准购物系列"而非智能系列，更易控制预算
Tip 1: Beginners should choose "Standard Shopping Campaign" instead of Smart Campaign for better budget control
技巧2：初始出价建议设为$0.3，根据表现逐步调整
Tip 2: Recommended initial bid is $0.3, adjust gradually based on performance
