Facing the bonus period of Google traffic, how do independent station sellers take advantage of the situation to market?

Speaking of cross-border e-commerce , The current mainstream market is in North America and Europe , In the amazon 、Wish、 Express Link 、eBay Four major platforms , Now the competition between Europe and America is very fierce , It is very difficult for small sellers to break through .

If you choose Amazon , The venture capital is conservative 20 ten thousand , Product cost 、 Logistics head journey 、VAT Registration declaration 、 trademark 、 Find the evaluation 、 Advertising fee 、 Promotion outside the station … forehead , I take it back 20 Ten thousand budget , That's a little bit of money , Amazon is always ready to drift away .

If you choose Wish, ok , I can't stop you , let Wish Punish you for crying .

If you choose express , There's nothing wrong , The sellers of express are developing new platforms …

If you choose eBay, There is nothing wrong with it , The platform rules are not suitable for your development and growth , get rich .

therefore , With the compliance of the platform , The continuous adjustment of policies , And a large number of new sellers settled in , The competition is also much greater . Many factors , As a result, the flow cost in the station increases , Product profits continued to decline , Furthermore, the trend of cross-border e-commerce sellers joining independent stations is becoming more and more obvious .

We all know , Do an independent station , Selection is also a very important link . The so-called selection accounts for seven points , Operation accounts for three points . Good choice of products , Good wine needs no bush .

Some time ago , Because of the epidemic , Many sellers make a fortune selling masks through independent stations . However , Behind the mask , We can still see the sales of many categories break out , Like a 3C product 、 Home and toys 、 Home textiles 、 Sporting goods 、 Baby Care 、 Disaster prevention supplies 、 Beauty makeup 、 Small household appliances 、 Fashion category, etc .

Behind the current trend of order recovery of cross-border e-commerce independent stations “ The truth ”, There are four reasons ：

（1） At this stage, a considerable number of sellers have transformed from shipping to selling epidemic prevention materials , Orders soared , Increase in gross profit .

（2） Against the backdrop of the global epidemic , It is the general trend that offline business is transferred to online business .

（3） The United States “ Money policy ”, consumer “ rich ”“ Free time ”, There is nothing wrong with the warmer orders .

（4） During the epidemic period, the number of users online increased ,Facebook And Google's advertising costs have fallen , The traffic increased significantly .

So in addition to the selection , Promotion is also in the process of independent station operation , A very important part ：

2020 year 4 End of month ,Google The platform announced a new policy ：Google Shopping Advertising section , It will be open to all users for free ！

2020 year 6 month 17 Japan ,Google Ads Express , Will include China 、 Germany 、 India 、 Italy 、 New Zealand 、 Spain 、 Taiwan, China 、 Ukraine 、 The British 、 These countries and regions in the United States give advertising gifts . This fee can be used to automatically offset future advertising expenses , Advertisers don't have to do anything .

According to introducing , this Google Ads Will be distributed to global SME customers 3 Billion 4 Ten million dollars of advertising money , These gifts are in 2020 Available for deduction before the end of the year Google Ads Advertising expenses on the platform .

Google The platform is a big brother in the paid advertising field , Where are advertisers Google Ads Every time you spend 1 dollar , You can earn 8 dollar . Every day 35 Billion interactions , The return on investment is about 700％. And search means demand , When users take the initiative to find this keyword , It shows that he has a demand for this product , Therefore, the traffic quality of Google Advertising is relatively good , Personally, I also recommend that you choose when advertising Google, And now it is Google Flow bonus period .

Some friends and I have given feedback before , Preliminary attempt Google Ads But the effect is not significant , I analyze the following reasons ：

（1） A false statement ：

Google Don't want users to feel misled by advertisements , So we try to make sure that the advertising message is honest 、 clear , And provide users with the information they need to help them make wise decisions .

（2） Keywords are not accurate enough ：

Keywords are very fine in the delivery process 、 The key part . At the same time, keywords need to be tested and adjusted , If the keywords are too general ,Google The advertisement will be displayed in front of an imprecise audience .

（3） Advertising rating ：

It's the advertising rating that determines whether the ads are displayed and in what order they are displayed , And the main factors that determine advertising ratings include bids 、 advertisement 、 The quality of the website . So we can improve the keyword quality score , Get high ranking with low cost ：

Keyword advertising ranking = Keyword quality score * Highest bid per click

Quality score is an important indicator that affects advertising ranking , To measure advertising 、 Keywords and the comprehensive performance of web page quality . Under a fixed budget , The quality score determines how many ads are actually clicked . The higher the quality score , You can use less money to get higher advertising rankings .

Quality score = Ad hits * Advertising relevance * Get to the web experience

When the advertisement is exposed in the front of the search engine page , Consumers are more likely to see and click , This is what we call the click through rate of advertising . On the premise of keyword competition , The higher the click through rate, the more interested consumers are . So in addition to doing a good job of promotion outside the station , In terms of station optimization , We also need to pay attention to .

（4） Poor landing page experience ：

We should not just focus on advertising , The user experience after clicking is also a part of the transformation . What users will see when they click on the ad ？ Whether the target page is optimized for the transformation target ？ Whether the page can solve the user's pain point ？

（5） Regional time difference positioning ：

Positioning effect is an important part of Google promotion , Different products have their own countries suitable for launch , There's also a need for users who are suitable for their age .

It is so , So positioning skills also have a certain refinement , Through data analysis, we can understand different products in Google every day 11 The proportion and distribution of 100 million search volume . Find the right blue ocean market , And then focus on the launch , It's the key to Google promotion , And the time zone will also affect the effect of delivery , The time zones in Europe and America are very different from those in China .

（6） domain name ：

Buy one that has never been used .com Domain name is basically no problem , But if the domain name has been punished , For example, I have published bad content with this domain name before 、 Pornography, gambling and drug content are likely to be punished by Google .

（7） Timely communication ：

After Google launched its promotion , There will be a large number of accurate customers visiting your website , So, as a host, it's natural to receive guests , Instead of leaving contact information on an empty page or directly email . So when we do Google Promotion , Install the corresponding online communication tools on the page , Can improve user viscosity , Let customers change from passive to active .

（8） Set a reasonable bid budget ：

Suppose today's advertising has achieved a good ROI
（ Return on investment ）, At this time, increasing the budget will increase the number of conversions . But if the budget is insufficient , The proportion of advertising exposure is only 50%. In this way, we missed 50% You can get the chance to change . At this time , Give priority to improving advertising quality to reduce single click bids , The budget will be adjusted after the effectiveness is improved , It will save the seller a lot of money .

So notice here , For example, you fill in 10 Dollars a day , The monthly budget is 300 dollar , But the actual cost may be 15 dollar , The daily range will not exceed the set range 150%, At the same time, the monthly budget will not exceed 300 dollar .

Advertising additional information ： This is a must , It can improve the click through rate of advertising , You can put in the phone number 、 Additional links, etc .

The promotion problem has been solved , We're going to take these traffic , Introduce it into your own independent station . Advantages of building a station , The previous article has been introduced many times , I won't explain them one by one today . Finally, let's talk about , The focus of independent station operation （ Non station optimization ）.

Many sellers mention independent stations , Just want to be a brand , Think of premium space . For most businesses ,“ brand ” This word is a very empty thing , Often pay more attention to... Verbally , But you can actually put it first .

Everyone knows that Coca Cola has a famous saying ,“ The factory burned down overnight , The next day, a Coca Cola can be built ”, This sentence is considered to be an excellent description of brand power , I once agreed （ I have written many articles about brands before ）, But for now , This description may be very misleading . In recent years , I am right. “ brand ” There have been some changes in the view of this thing .

So what's important now ？

（1） Supply chain / The integration ability of the industrial chain ： Can not only determine the final product price （ For example, clothing costs less 、 Lower price ）, It can also give users a better product experience （ For example, the faster online shopping Logistics ）, These can be directly perceived by users on the product side .

（2） Selected products ： Combined with your supply chain , High price + Low purchase price （ Supply chain advantages ）= High profit .

You sell one product 10 dollar , In terms of profit , At best, it can carry 5 The advertising fee of US dollars . If it is 100 What about US dollar products ？50+ $advertising ！ Obvious ,50 $advertising and 5 $advertising fee , Which is more likely to issue an order ？

（3） Website decoration ： Too many novices ignore this . I thought I would spend money to build a website , Then upload some products , Run advertising , Can wait for the order , It's not .

With www.anker.com Take this website as an example , The decoration of their website , And the design of pictures , It's like an American science fiction blockbuster , Do you still worry about not retaining users ？

So for cross-border e-commerce , You need to have more than just Internet thinking , We should also understand the business model for overseas consumers ！

official account ： Cross-border Savior