为什么外贸厂家谷歌推广没效果？3种Google广告竞价策略详解
掌握竞价技巧对于最大化广告系列的投资回报率 (ROI) 至关重要。 本博客探讨 Google Ads 竞价策略，概述有效的策略，以使竞价与广告系列目标保持一致，从而获得最佳效果。
Mastering bidding strategies is crucial for maximizing ROI of ad campaigns. This blog explores Google Ads bidding strategies, outlining effective approaches to align bids with campaign goals for optimal results.
一、Google Ads 中的出价策略类型
1. Types of Bidding Strategies in Google Ads
Google Ads 中有 3 种出价策略：手动出价、自动出价和智能出价。每种类型都有其优点和缺点，会对您和您的广告系列产生影响。
There are 3 bidding strategies in Google Ads: manual bidding, automated bidding and smart bidding. Each has its pros and cons that will impact your campaigns.
1. 手动出价策略
1. Manual Bidding Strategy
Google Ads 手动出价策略可让您手动设置每个关键字的出价。这样您就可以控制为该关键字的每次广告点击支付的最高金额。
Manual bidding allows you to set bids for each keyword manually, giving you control over the maximum amount you'll pay per click.
三种手动出价方式：
Three manual bidding methods:
- 手动每次点击费用 (CPC)
- Manual Cost-Per-Click (CPC)
- 手动每千次展示费用 (CPM)
- Manual Cost-Per-Thousand Impressions (CPM)
- 手动可见每千次展示费用 (vCPM)
- Manual Viewable Cost-Per-Thousand Impressions (vCPM)
适合人群：
Best for:
- 经验丰富的广告商
- Experienced advertisers
- 缺乏历史数据的新账户
- New accounts with little historical data
- 希望完全掌控广告投放的用户
- Users who want full control
2. 自动出价策略
2. Automated Bidding Strategy
Google 的自动出价策略利用机器学习实时自动调整您的广告出价，力求提升您的广告系列效果。
Automated bidding uses machine learning to adjust bids in real-time to improve campaign performance.
主要策略：最大化点击次数出价
Main strategy: Maximize clicks
适合人群：
Best for:
- 管理多个PPC账户的人员
- Those managing multiple PPC accounts
- 有明确量化目标的广告系列
- Campaigns with clear quantitative goals
- Google Ads新手
- Google Ads beginners
3. 智能出价策略
3. Smart Bidding Strategy
智能出价使用 Google 的 AI 进行实时出价优化，专注于转化或转化价值的精确优化。
Smart bidding uses Google's AI for real-time bid optimization, focusing precisely on conversions or conversion value.
五种智能出价方式：
Five smart bidding methods:
- 最大化转化次数
- Maximize conversions
- 目标每次转化费用 (CPA)
- Target CPA
- 最大化转化价值
- Maximize conversion value
- 增强型每次点击费用 (ECPC)
- Enhanced CPC
- 目标广告支出回报率 (ROAS)
- Target ROAS
适合人群：
Best for:
- 有特定转化目标的广告商
- Advertisers with specific conversion goals
- 想使用机器学习优化的营销人员
- Marketers wanting machine learning optimization
- 有充足转化数据的广告系列
- Campaigns with sufficient conversion data
为什么外贸厂家谷歌推广没效果？
Why Google Ads Don't Work for Foreign Trade Manufacturers?
许多外贸厂家投入大量预算做Google推广却效果不佳，主要原因包括：
Many foreign trade manufacturers invest heavily in Google Ads but see poor results, mainly because:
- 选择了错误的竞价策略
- Choosing wrong bidding strategy
- 缺乏足够的历史数据支撑智能出价
- Lacking sufficient historical data for smart bidding
- 没有明确的转化目标
- No clear conversion goals
- 广告与目标受众不匹配
- Ads not matching target audience
解决方案：根据企业实际情况选择合适的竞价策略，新账户建议从手动出价开始积累数据，再逐步过渡到智能出价。
Solution: Choose appropriate bidding strategy based on actual situation. New accounts should start with manual bidding to accumulate data before transitioning to smart bidding.