In-depth analysis of Google advertising strategy: from placement to optimization, to create a new power of foreign trade marketing

Unlock the secrets to Google Ads success: from cold start to efficient conversion, a comprehensive analysis of marketing funnel construction and Google Ads optimization strategies to help independent station brands accurately expand their sales and maximize ROI.

1. Invest in Google Ads: Start the brand growth engine

In the marketing process of foreign trade websites, Google Ads is undoubtedly a sharp sword. Before deciding whether to place Google Ads, we need to fully understand the types of Google Ads, such as search ads, display ads, video ads, and shopping ads, and choose the appropriate ad type according to the website's positioning and target audience. At the same time, advertising strategies at different stages are also crucial. From cold start to stable period, each step requires careful planning.

Should I invest in Google Ads? In the fiercely competitive foreign trade environment, Google Ads is an effective channel to quickly gain exposure and drive traffic. It can not only accurately locate potential customers, but also flexibly adjust strategies according to marketing goals. For independent sites and brand sites, it is a key step to achieve market breakthroughs.

2. Precision delivery: Master Google ad types

There are various types of Google ads, including search ads, display ads, video ads, and shopping ads. Each type serves different marketing purposes, such as increasing brand awareness and promoting direct sales. Understanding the characteristics of each type of ad will help you develop a delivery strategy that is more in line with the brand development stage.

Google Ads Types: Google Ads are mainly divided into the following types of advertising:

1. Search ads: This is an advertising method that places ads based on the user's search purpose. When a user searches for keywords on the Google search engine, if the searched keywords match the keywords set by the advertiser in the background, the ads will be displayed in the search results in the form of text. The advantage of search ads is that they are goal-oriented and can help advertisers increase sales, the number of potential customers or website traffic.

2. Display ads: This type of ad is placed on the Google Display Network (GDN) in the form of images and text, and can cover more than 90% of Internet users. The placement of ads includes not only Google's own websites, but also third-party websites of the Google Alliance (more than 3 million websites and more than 650,000 applications), as well as Google products and services such as Gmail and YouTube. Google will use machine learning algorithms to locate users who are interested in your products or services across the entire network, so as to display your advertising information to potential customers at the right location and time.

3. Demand Gen: This is an upgraded version of discovery advertising, which can help advertisers explore potential demand and place advertisements.

4. Video ads: With video campaigns, advertisers can display ads within YouTube videos and on websites and apps of Google's video partners.

5. Shopping ads: For B2C businesses, you can use shopping ads. Shopping ads show users photos of products, including information such as name, price, and store name. To use shopping ads, advertisers need to use Merchant Center to provide product data and create a campaign in Google Ads.

6. Pmax advertising: This is the latest form of advertising from Google, and it is a smart form of advertising. By uploading images, keywords, and competitor websites, advertisers can target these users to multiple advertising channels, such as YouTube, Google Display Network, Google Search, Google Discovery, Gmail, and Google Maps.

These advertising methods have their own characteristics, and advertisers can choose the appropriate advertising method based on their own needs and target audiences.

3. Phased advertising strategy: adapting to the growth cycle of independent websites

At different stages of advertising, different advertising strategies need to be adopted according to the brand development needs, target audience and market conditions. The following are advertising strategies for different stages:

1. Cold start phase

In the cold start phase, brands need to quickly attract the attention of target audiences and establish initial brand awareness. At this time, advertising strategies should focus on the following points:

• Precise positioning: By deeply understanding the needs, interests and behavioral habits of the target audience, we can select matching keywords and advertising positioning methods to ensure that the advertisement can accurately reach the target audience.

• Test creative ideas: Try different advertising ideas and presentation methods, evaluate the effects through data analysis and user feedback, and select the most effective advertising ideas.

• Optimization under limited budget: When the budget is limited, give priority to cost-effective advertising platforms and channels, allocate the budget reasonably, and ensure that the advertising achieves the best results with limited resources.

2. Stable development stage

In the stable development stage, the brand has accumulated a certain degree of popularity and user base, and needs to continue to expand its market share and improve conversion rate. At this time, the advertising strategy should focus on the following points:

• Expand keywords and ad targeting: Based on market changes and changes in user demand, continuously expand keywords and ad targeting to cover a wider potential audience.

• Optimize ad creatives and copywriting: Based on user feedback and data analysis results, continuously optimize ad creatives and copywriting to increase ad appeal and conversion rates.

• Diversify advertising channels: While maintaining the main advertising channels, try to explore new advertising channels and formats, such as social media advertising, video advertising, etc., to reach more potential audiences.

3. Stage of declining advertising effect

When the advertising effect is declining, brands need to analyze the reasons in depth and take corresponding measures to restore the advertising effect. At this time, the advertising strategy should focus on the following points:

• Data analysis and adjustment: Conduct in-depth analysis of advertising data to identify reasons for declining effectiveness, such as changes in competitor strategies, changes in user demand, etc., and adjust advertising strategies accordingly.

• Creative updates: Try updating your ad creatives and presentation to grab users’ attention and increase click-through rates.

• Optimization of delivery platforms and channels: Based on data analysis and market conditions, re-evaluate the effectiveness of delivery platforms and channels, and make corresponding optimizations and adjustments.

4. Restart phase

During the restart phase, brands need to review their advertising plans and develop new advertising strategies. At this point, the advertising strategy should focus on the following points:

• Re-evaluate target audience: Based on the brand’s new development strategy and market conditions, re-evaluate the needs and characteristics of the target audience and adjust advertising positioning accordingly.

• Develop new advertising plans: Develop new advertising plans based on new target audiences and market demands, including advertising creativity, delivery platforms, budget allocation, etc.

• Continuous optimization and adjustment: During the advertising process, we will continue to pay attention to data feedback and user feedback, and make continuous optimization and adjustments based on actual conditions to ensure the effectiveness and efficiency of the advertising plan.

4. Brand/boutique website marketing funnel layout

• Awareness layer: Use Google Display Network and video ads to increase brand exposure.

• Interest layer: Guide users to the website through search advertising and content marketing, and provide valuable content to enhance user interest.

• Consideration level: Shopping ads are combined with review content to showcase product advantages and drive users into the purchase decision process.

• Action level: Optimize the shopping process, use remarketing strategies to recall users who have not completed their purchases, and increase conversion rates.

• Loyalty layer: Email marketing and social media maintenance to enhance user stickiness, promote repeat purchases and word-of-mouth communication.

V. Specific requirements of Google Ads for website construction or content:

Google Ads' specific requirements for website construction or content mainly include the following aspects:

1. Website loading speed: Google attaches great importance to user experience, so website loading speed is one of its important indicators. A website with fast loading speed can not only give users a better experience, but also improve the quality and conversion rate of advertisements. In order to optimize the loading speed, you can take measures such as compressing images, optimizing codes, and using CDN.

2. Website content quality: Google emphasizes that websites should provide valuable, high-quality content to attract and retain users. The content should be easy to read and understand, and relevant to the ad content to ensure that users can find the information they need after clicking on the ad. In addition, the content should be updated regularly to keep it fresh and attractive.

3. Website structure and navigation: A clear website structure and navigation helps users find the information they need quickly and improves user experience. The website should have a good internal link structure so that users can easily jump between different pages. At the same time, the website should have a responsive design to adapt to visits from different devices and screen sizes.

4. User experience optimization: Google encourages websites to take various measures to optimize user experience, such as providing user-friendly interface design, easy-to-operate forms, clear contact information, etc. In addition, websites should also provide a variety of interactive methods, such as online customer service, message boards, etc., so that users can easily consult and feedback problems.

5. Comply with Google policies and regulations: When placing Google ads, websites must comply with Google's advertising policies and regulations. This includes not using deceptive, misleading or infringing advertising content, and ensuring that the website content does not contain malware or viruses.

6. Mobile-friendliness: With the popularity of mobile devices, Google pays more and more attention to the mobile user experience. Therefore, the website should have good mobile display effects and performance to ensure that users can also get a good experience on mobile devices.

7. Website security : Google requires that websites must have a certain level of security to prevent user information leakage and malicious attacks. Websites should use the HTTPS protocol for encrypted transmission and conduct regular security checks and vulnerability repairs.

In short, Google Ads' requirements for website construction or content are mainly focused on user experience, content quality, website structure and navigation, user experience optimization, compliance with policies and regulations, mobile friendliness, and website security. Only websites that meet these requirements can achieve better advertising results and user experience.

6. Scientific design of KPI for advertising team

• KPI assessment: ROI is the core, supplemented by indicators such as conversion rate, CPA (cost per conversion), and advertising campaign contribution.

• Strategy adjustment: Review KPIs regularly, adjust delivery strategies based on market feedback, and maintain flexibility.

• Team motivation: Combine short-term goals such as daily average conversions with long-term goals such as increasing brand influence, design a reasonable reward and punishment mechanism to stimulate team potential.

If you have any questions about the construction and operation of foreign trade websites, welcome to contact Yiyingbao Technical Customer Service WeChat: Ieyingbao18661775736, and the staff will answer you wholeheartedly!

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