Introduction to the advertising strategy of cross-border e-commerce agency operation
The advertising strategy of Google is to formulate the focus of different stages according to the focus of advertising, so as to improve the advertising of each stage and achieve the advertising goals of different stages. The formulation of the advertising strategy for cross-border e-commerce agency operations is formulated based on product market data on the one hand, and the keyword search term report on the other hand. It is divided into three stages: early, middle and late stages. Advertising goals are also different, let’s take a look.
- Early stage
In the early stage of advertising, the key is to convert the brand on the premise of occupying a certain ranking on the web page and obtaining user traffic at the bottom of the funnel, which is mainly achieved through passive advertising.
Passive advertising conducts a small-scale product and brand promotion in the early stage of advertising through Google advertising page rankings and shopping placements. The overall advertising structure during this period can be divided into brand word search advertising + product word search advertising + standard shopping advertising. Word search ads are mainly responsible for conversion, and product word search ads and standard shopping ads are mainly responsible for the role of early-stage new promotions and auxiliary conversions.
- Middle term
In the middle of the campaign, the focus is on volume and optimization to maximize campaigns to further expand conversions.
The overall advertising priority of the maximizing effect campaign is higher, involving many ad slots, and has a larger conversion limit than search ads. Therefore, in the medium term, the most effective ads will be bid, product mix, and audience signals. and other aspects of testing and optimization.
Third, the latter
In the later stage of advertising, the overall conversion of users at the bottom of the funnel reaches a bottleneck. If you want to obtain higher conversion effects, you need to use brand exposure ads and remarketing ads to acquire users in the upper and middle of the funnel to further improve conversions.
Brand exposure advertising is mainly active advertising: video advertising, display advertising, discovery advertising, and multi-channel brand active exposure, so as to acquire more users at low cost.