行业案例分享 | 机械行业：Google Ads 三步精细研发海外市场
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(佛山某机械企业投放数据)</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">今天<span style="color: black;">博主</span>就为<span style="color: black;">大众</span><span style="color: black;">仔细</span>分析一个关于佛</span>山本土机<span style="color: black;">械行业的海外营销案例，<span style="color: black;">认识</span>2022机械行业该<span style="color: black;">怎样</span>利用Google<span style="color: black;">精细</span><span style="color: black;">研发</span>海外市场？</span></span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">本案例源自：佛山</span><strong style="color: blue;"><span style="color: black;">·</span></strong><span style="color: black;">易歌 | Google 出海体验中心。悉心整理，以<span style="color: black;">实质</span>行动助力<span style="color: black;">更加多</span>的外贸人~</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>项目背景</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">佛山某机械<span style="color: black;">机构</span>是一家专注<span style="color: black;">开发</span>、生产、<span style="color: black;">营销</span>包装机械设备的企业，国内大型生产食品包装机械专业制造商。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>项目挑战</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">该企业原来<span style="color: black;">重点</span>的拓客方式是<span style="color: black;">经过</span>线上阿里巴巴和线下展会方式寻找<span style="color: black;">目的</span>客户，但疫情<span style="color: black;">败兴</span>，国外展会出不去，阿里巴巴运营效果<span style="color: black;">亦</span><span style="color: black;">无</span>以前好，为了<span style="color: black;">提高</span>企业品牌<span style="color: black;">揭发</span>和更<span style="color: black;">精细</span>的<span style="color: black;">目的</span>客户询盘，该企业<span style="color: black;">期盼</span><span style="color: black;">经过</span>谷歌<span style="color: black;">宣传</span>，<span style="color: black;">精细</span><span style="color: black;">揭发</span>品牌和<span style="color: black;">制品</span>信息，引流至官网，找到<span style="color: black;">精细</span>的<span style="color: black;">目的</span>客户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>营销策略</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对该企业提出的<span style="color: black;">目的</span>，佛山·易歌团队<span style="color: black;">经过</span>分析后给出三步<span style="color: black;">处理</span>策略：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1.<span style="color: black;">加强</span>品牌知名度；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2.<span style="color: black;">提高</span>有效询盘量；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3.<span style="color: black;">提高</span>YouTube频道视频播放量和订阅量。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step 1. <span style="color: black;">提高</span>品牌知名度</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">处理</span>思路>>></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">该企业在国内和国外行业都有<span style="color: black;">必定</span>的知名度，但该企业<span style="color: black;">期盼</span>保持品牌知名度，<span style="color: black;">能够</span>在海外买家面前争取得到<span style="color: black;">更加多</span>的<span style="color: black;">揭发</span>，<span style="color: black;">因此</span>佛山·易歌团队<span style="color: black;">意见</span>该企业采用以下几种方式投放<span style="color: black;">宣传</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">搜索<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">因品牌词针对性强，搜索用户<span style="color: black;">关联</span>度高，<span style="color: black;">因此</span><span style="color: black;">经过</span><span style="color: black;">精细</span>投放品牌词，让海外买家主动搜索，经过<span style="color: black;">即时</span>跟踪<span style="color: black;">调节</span>投放计划，该企业品牌<span style="color: black;">宣传</span>排名基本在<span style="color: black;">第1</span>的位置。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">展示<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">定位该企业<span style="color: black;">区别</span><span style="color: black;">制品</span>系列<span style="color: black;">关联</span>的主题和人群，主动展示品牌和产品信息。在投放展示<span style="color: black;">宣传</span>的时候，佛山·易歌团队<span style="color: black;">按照</span><span style="color: black;">区别</span>的<span style="color: black;">状况</span>和<span style="color: black;">目的</span><span style="color: black;">选取</span>合适的出价方式，以<span style="color: black;">得到</span>最好的效果，最大化进行拉新引流，低成本引流、<span style="color: black;">提高</span>品牌覆盖面和市场占有率。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ee57c36589234c32b4be1da0960a2766~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725973786&x-signature=eSDZAklXtd0ThcvG9rMpALyueso%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step 2. <span style="color: black;">提高</span>有效询盘量</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">处理</span>思路>>></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">精细</span><span style="color: black;">制品</span>词投放搜索<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">佛山·易歌团队与该企业沟通海外<span style="color: black;">目的</span>区域市场<span style="color: black;">状况</span>，筛选<span style="color: black;">区别</span>区域重点投放的<span style="color: black;">制品</span><span style="color: black;">归类</span>，<span style="color: black;">按照</span>市场搜索<span style="color: black;">需要</span>拓展<span style="color: black;">精细</span><span style="color: black;">制品</span>关键词，投放<span style="color: black;">精细</span>搜索<span style="color: black;">宣传</span>，并引流到网站对应<span style="color: black;">制品</span>详情页面，<span style="color: black;">加强</span>访客体验，有效询盘量<span style="color: black;">持续</span><span style="color: black;">提高</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">重点<span style="color: black;">制品</span>投放视频插播<span style="color: black;">宣传</span>：</span></strong><span style="color: black;"><span style="color: black;">定时</span>沟通<span style="color: black;">选取</span>重点<span style="color: black;">制品</span>进行投放，投放对应<span style="color: black;">制品</span>的视频插播<span style="color: black;">宣传</span>，获取流量突破口，投放与优化YouTube插播<span style="color: black;">宣传</span>使得点击成本降低，从而达到询盘成本<span style="color: black;">持续</span>下降。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">Step 3. <span style="color: black;">提高</span>YouTube频道视频播放量和订阅量</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">处理</span>思路>>></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">佛山·易歌团队<span style="color: black;">定时</span>运营该企业YouTube频道，每周更新2-3个视频，保持更新量，利用视频生动的展现方式弥补图文的不足，打造一个内容丰富的YouTube视频频道，获取买家信任，<span style="color: black;">亦</span>为后续的视频<span style="color: black;">宣传</span>推广<span style="color: black;">创立</span><span style="color: black;">基本</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">协同</span>部分预算投放YouTube视频<span style="color: black;">发掘</span><span style="color: black;">宣传</span>和视频插播<span style="color: black;">宣传</span>，<span style="color: black;">经过</span>视频<span style="color: black;">发掘</span><span style="color: black;">宣传</span>，鼓励客户深入<span style="color: black;">认识</span><span style="color: black;">制品</span>，订阅YouTube频道；利用视频插播<span style="color: black;">宣传</span><span style="color: black;">增多</span>潜在客户对品牌信任度并推动采购决策</span>。达到<span style="color: black;">低成本<span style="color: black;">提高</span><span style="color: black;">制品</span>视频播放量和频道订阅量的目的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>推广效果</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">YouTube<span style="color: black;">状况</span>：</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7befba613a2b45329dbd78f3a151b93b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725973786&x-signature=jj02QlhQtAXiinpFshUMlz4sLqA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">观看次数：</span><strong style="color: blue;"><span style="color: black;">74.6万+</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">观看时长：</span><strong style="color: blue;"><span style="color: black;">9301.8h</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">订阅数增长：</span><strong style="color: blue;"><span style="color: black;">879+</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e92521142a29425c8c7ac811461044da~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725973786&x-signature=XxuxdBRhCJBCmDcgF%2B3DNT%2FRGSU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在佛山·易歌团队的服务下，<span style="color: black;">宣传</span><span style="color: black;">得到</span></span><strong style="color: blue;"><span style="color: black;">1550万<span style="color: black;">揭发</span>量↗</span></strong><span style="color: black;">，</span><strong style="color: blue;"><span style="color: black;">22万次点击↗，有效询盘达到2000+↗</span></strong><span style="color: black;">。从数据上看，各项数据都稳定增长，B端询盘质量较高</span><strong style="color: blue;"><span style="color: black;">✔</span></strong>，该企业反馈已<strong style="color: blue;"><span style="color: black;">成交</span></strong>美洲，欧洲，非洲，东南亚等<strong style="color: blue;"><span style="color: black;">多个整套生产线高质量客户，</span></strong><span style="color: black;"><span style="color: black;">宣传</span>投放效果<span style="color: black;">明显</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/181155a2ee494842ac21d1009468ba29~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725973786&x-signature=wMi2O2%2BVdrS5U91gMq2f0f7PiOs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">与 Google 营销专家一对一沟通</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">你<span style="color: black;">亦</span><span style="color: black;">能够</span>打开新市场</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">留下评论 or 私聊</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Google 营销专家给你专业海外营销<span style="color: black;">意见</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">易歌科技</span></span></strong><span style="color: black;"><span style="color: black;">佛山易歌信息科技有限<span style="color: black;">机构</span>是 Google 的优秀合作伙伴，在Google的授权下运营佛山<span style="color: black;">独一</span>的谷歌出海体验中心 。旨在<span style="color: black;">帮忙</span>中国品牌<span style="color: black;">制品</span>推向国际市场，让<span style="color: black;">更加多</span>的中国企业适应互联网时代国际化的运作规则，<span style="color: black;">提高</span>跨境贸易能力。</span></span></span></p>
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