跨境电商卖家如何利用搜索引擎站外引流,提高店铺交易转化率?

俗话说“酒香不怕巷子深”,但这个理论用在当前跨境电商行业似乎就难以站得住脚了——即便你的产品质量再好、性价比再高,湮没在平台成千上万的同类产品之中,消费者也无法快速找到你。所以如何将产品展现在更多的潜在客户面前,如何提高转化率,成为跨境电商卖家亟待解决的问题。

站外引流作为一个提升销量的方式,被更多的跨境电商卖家运用到日常运营之中。而在站外引流的众多渠道中,搜索引擎广告因其低成本、覆盖精准等优势,成为跨境电商卖家最为热衷的引流方式之一。那搜索引擎广告真的适合所有类型的跨境电商卖家吗?搜索引擎广告又有哪些优势?

搜索引擎广告是否适合所有类型的跨境电商卖家?

“搜索引擎广告是否适合所有类型的跨境电商卖家?”在回答这个问题之前,首先要了解搜索引擎广告的几个基本特质:主动性、自主性、成本可控。

主动性。搜索引擎广告是由高购买欲的潜在买家,通过主动搜索产品的行为产生的广告形式,这样“精准覆盖”,有效地保证了广告的投放效果;

自主性。投放者可根据自身需求,自主选择搜索引擎广告投放的市场、内容和形式,可以在扩大潜在用户覆盖面的同时,减少无效投放,确保投放的精准性;

成本可控。搜索引擎广告点击收费的模式,只有在有效点击后才产生费用,成本相对于其他站外引流的渠道更省钱。

高精准覆盖潜在目标客户,加之较低的推广成本,这些都决定了搜索引擎是一个高投入产出比的渠道。业内人士表示:“几乎所有的品类都适合通过搜索引擎的渠道投放广告,尤其是对于产品专业性高、个性较强的独立站卖家,搜索引擎渠道的投放会更具优势。”

跨境电商卖家如何选择搜索引擎?

跨境电商卖家在选择搜索引擎前,不仅要清楚自身的推广需求,同时也要了解不同的搜索引擎所具备的特点和优势——在某些国家和地区,市场占有率较高、影响力较强;或是在某类人群中(通过年龄、收入水平、文化程度等因素划分),具有较高的使用率。由此,跨境电商卖家也可以充分发挥搜索引擎广告自主性的特点,根据自己的目标市场及目标受众人群,去选择适合自己的搜索引擎,当然搜索引擎本身的技术成熟度及资源支持等,也是在选择时需要考察的重要指标。

以跨境电商大卖傲基(Aukey)为例,其需求是获取更多35岁以上美国女性用户。而微软旗下必应搜索(Bing)的用户群体年龄集中在20-45岁之间,高学历、高收入、高购买力是其主要特征,这些用户对于傲基来说都是难得的潜在客户。

根据傲基的需求,必应借助自身在美国地区优质的搜索流量,利用Remarketing in Paid Search帮傲基获取了大量的有效买家流量,精准的流量曝光也进一步提高了傲基产品的转化率和投资回报率。与此同时,必应还额外利用Enhanced Sitelink Extensions加深品牌产品在买家端的展出频度,加深了买家的购买印象,提高了品牌知名度。在此基础上,傲基获取用户的成本下降了30%,新用户增加了20%,点击率上升了21%,且CPC广告费用下降了12%,多渠道受益。

而值得一提的是,不仅仅在美国,必应全球36个国家的覆盖,超过6亿的搜索用户以及微软强大的技术和资源加持,可以有效保证跨境电商卖家在全球的推广需求。

选对了搜索引擎,跨境电商卖家就可以坐享其成了吗?

搜索引擎广告是潜在客户主动通过搜索关键词产生的广告形式。但这种主动性,并不意味着跨境电商卖家就可以做甩手掌柜,因为精准的流量并不直接等于交易的转化。搜索广告在前端卖家在后端,只有前端后端很好的结合,广告效果才能达到最佳:

1、跨境电商卖家直接接触一线的消费者,更了解自己产品的受众,对自身产品领域的资讯更敏感,因此在搜索引擎投放市场、受众以及关键词的筛选方面,更能够给出专业的建议,进而提高广告的投入产出比。

2、不同的搜索引擎各具优势,因此,在投放搜索引擎广告时,跨境电商卖家可从自身需求和发展阶段出发,结合不同渠道,多个搜索平台,以及发掘社交平台的推广功能与搜索引擎广告组合使用,使广告的覆盖面更广。

3、搜索引擎广告,作用就是将跨境电商卖家的产品展现在潜在的客户面前,但最终是否能够成交,还是要取决于跨境电商卖家本身——产品外观、价格、图片等是否可以吸引消费者下单。所以卖家要不断的优化店铺和产品页面,提升客户在各个环节的购物体验,如符合当地消费习惯的支付方式、物流派送渠道等细节。

*以上内容属作者个人观点,不代表赢商荟立场!如有侵权,请联系我们。

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