As the saying goes, seven dead, eight alive and nine up. July-August is the low season for e-commerce, many sellers will encounter all kinds of confusion.

During this time, cross-border e-commerce sellers often have to enter the dressing stage,"High season business, low season market"Although it is the off-season, but the sellers can not rest, in these two months toPractice your internal skills well！

The so-called reverse water boat, do not enter or retreat. First, the role and purpose of off-season marketing needs to be clarified.Off-season marketing, in fact, is more for the shop in the peak season burst to do the paving. Success is often reserved for those who are prepared, who are not prepared in advance and often do not play well. In the off-season we do marketing, mainly to improve the exposure of stores, brands, the accumulation of our customer base,Prepare for the peak season to grab more market share。

Usually the amount spent on shopping ads peaks throughout the year from the end of October to November. From September 20th to early January, Halloween, Thanksgiving, Double Eleven, Black Friday, Cyber Monday, Christmas and more. Major e-commerce companies have entered the peak season stage, if the operation is good, these four months can reach at least a full year of 67 percent.

Google's products and solutions are most commonly used by cross-border e-commerceGoogle Shopping Ads。 ButNo matter how good your ad settings are, the product picture is beautiful again, if the policy causes violations then the ads are simply not out. SoWe often receive what users encounterQuestions about shopping advertising policies。

First, category-related shopping advertising policies

Prohibited products:

Dangerous products or services (e.g. prohibited drugs, weapons, fireworks, tobacco products or instructions on how to manufacture harmful products), counterfeit goods (including trademarks or logos that are identical or indesociable from other trademarks or logos), and financial products

Vouchers, transportation, currency, real estate, products that can achieve dishonesty (e.g. hacking software and academic cheating products)

Restricted products:

Adult products (limited scope may differ from the country in which you are delivered), alcoholic beverages, pharmaceuticals, gambling-related content, copyrighted content, and healthcare-related content

Approved products:

Can verify site ownership

Can provide a complete online payment process, can deliver to the door

Second, the website needs to do a good job of self-check list

• Check that your contact information is comprehensive: entity address and email/phone number

• Is there a full return and refund policy?

• Is there a secure checkout and payment system?

Payment and transaction processes, as well as the processing of user personal messages such as login passwords, must be encrypted by SSL

Data Fee Policy Overview - Pictures

• Whether the picture is original or not

• Whether the image can be crawled by Google

• Whether the picture has a watermark or text

(As shown in the figure, the left side is the specification picture, and the right side is not qualified.)）

Fourth, the merchant misrepresented itself or the product

Google hopes that using products sold by shopping advertisers will not mislead consumers into buying products they don't really want, and that there will be enough information for consumers to make unguided purchasing decisions.

• Do not hide or falsify key business attributes, such as business models, business addresses, etc

• Avoid the wrong version

• Do not create multiple accounts to circumvent policy reviews

V. Selling some dishonest goods

Google doesn't allow the sale of products that can lead to dishonesty and deception, such as cameras hidden in cups

• Remember to comply with local laws and regulations

• Do not allow the sale of goods that contribute to unfair advantages, access to private information, and circumvention of the law

Sixth, user security-related policies

Google's shopping advertising policy is based on protecting the security of users' data

• Clearly provide business contact information

• Clearly state the return refund policy

• Securely and compliantly collect user information

7. Policies relating to adult content

• Local laws and regulations are required

• Adult attributes are required on the product page

1, advertising and target page price display is different

2, the picture with promotional language or brand trademark elements

(The quality of the picture needs to be controlled from the source, preferably using clean, high-quality images.)）

3, advertising and target language is different

4, freight

(Allow overestimation of shipping costs if advertisers are unable to provide accurate shipping.)）

5, timely update inventory to ensure that products are in stock and can be shipped to the destination country

Case 1

• The address on the Contact Us page of the website is false, or a false address added for the approval of the payment channel, or the address is in picture format:

• Google's auditing mechanism uses machine learning and manual testing to determine whether an advertiser's address is real, including but not limited to Google Map and information on search engines. If your company does not already have an overseas registered entity, please display the Chinese address on the website with the business license

• Examples of errors:To improve website conversion rates, put fake U.S. addresses in Contact Us.

Case 2

• There is too little information on the About Us page or plagiarism does not match the messages on other pages, and the return and exchange information is incomplete

• Foreign-language website words appear multiple spelling errors, plagiarism of other sites home page pictures and text

• False propaganda led to advertisements being complained about and out of stock being complained about. If the actual out-of-stock but the site is still marked as goods on sale, resulting in customer complaints after the advertisement will be sealed

• Use plug-in brush false comments, brush real-time order transaction dynamics, etc

• Google Ads allows merchant websites to import comments from third-party platforms for the same sku using plug-ins, but only if the source is indicated. Do not use exaggerated data gadgets provided after the platform has been built.

I hope you can make good use of this time to do a good job of self-examination, in the peak season when the arrival of a beautiful war!

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