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Whitmore",{"id":911,"alt":912,"updatedAt":913,"createdAt":913,"url":914,"thumbnailURL":19,"filename":915,"mimeType":879,"filesize":916,"width":19,"height":19},924,"Grace Whitmore — app compliance editor","2026-07-27T07:17:21.278Z","https://cms-r2.deepclick.com/gpt_1785136442811_0-20e667237702.png","gpt_1785136442811_0-20e667237702.png",1976962,"2026-07-27T07:17:23.388Z",{"id":790,"site":919,"titleZh":921,"titleEn":922,"slug":923,"order":767,"updatedAt":924,"createdAt":925},{"id":18,"key":886,"name":887,"prodHost":888,"testHost":889,"blogPath":890,"docPath":891,"zhPrefix":892,"deployHookTest":893,"deployHookProd":894,"brandAuthor":61,"brandKit":920,"enabled":903,"updatedAt":904,"createdAt":905},{"logoLight":19,"logoDark":19,"primaryColor":900,"accentColor":901,"tagline":902,"wechatName":19,"xhsHandle":19,"wechatQr":19},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-16T03:47:33.098Z","2026-09-16T03:47:33.975Z","2026-09-16T03:46:46.022Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Google Ads 受众定向，是按「用户是谁、对什么感兴趣、正在主动了解什么、以及是否已经和你的业务打过交道」来触达人群。真正决定它效果的是那个开关：Targeting（定位）会收窄谁能看到你的广告，Observation（观察）完全不影响覆盖面，只做数据报告和出价调整。\u003C/p>\u003Cp>账户里大多数受众问题，追到最后都是这个开关设反了，或者是把某个广告系列类型根本不支持的受众类型加了进去。本文讲清楚：受众细分有哪些类型、哪些广告系列支持哪些类型、定位与观察的差别、效果最大化的「受众信号」到底管什么、名单的最低人数门槛，以及哪些政策限制会直接决定你能不能用某类受众。\u003C/p>\u003Ch2>名词变了，文档也跟着变了\u003C/h2>\u003Cp>Google Ads 重命名了这套积木，界面、报告和帮助文档现在统一使用新说法：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >过去的\u003Cstrong>「受众类型」\u003C/strong>（自定义、有购买意向、兴趣相似）现在叫\u003Cstrong>受众细分\u003C/strong>（audience segments）。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >过去的\u003Cstrong>「再营销」\u003C/strong>现在叫\u003Cstrong>「您的数据」\u003C/strong>（your data）。\u003C/li>\u003C/ul>\u003Cp>如果你手上是旧版打法文档，边看边换算即可：「再营销名单」＝「您的数据」细分；「受众类型」＝「受众细分」。相关报告统一在「广告系列」菜单下的「受众群体」里看。\u003C/p>\u003Ch2>受众细分有哪些类型\u003C/h2>\u003Cp>Google Ads 帮助中心的分类如下：\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 细分类型 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 触达的是谁 \u003C/p>\n \u003C/th>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 兴趣相似受众（Affinity） \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 按热衷的事物、习惯与兴趣触达的人群 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 自定义细分（Custom） \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 通过输入关键词、网址和应用来定义的人群 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 详细受众特征 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 按长期生活事实划分的人群 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 生活大事 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 正处在重要人生节点上的人群 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 有购买意向（In-market） \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 按近期购买意向划分的人群 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 「您的数据」细分 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 已经和你的业务发生过互动的人 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 网站与应用访问者 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 访问过你网站或应用的人 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 客户匹配（Customer Match） \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 基于你自有 CRM 数据的现有客户 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 相似受众（Lookalike） \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 与种子名单特征相近的人群——\u003Cstrong>仅限 Demand Gen 广告系列\u003C/strong> \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> Google 互动受众 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 此前在 Google 搜索、YouTube 或其他 Google 平台与你网站互动过的人 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003C/tbody>\n \u003C/table>\n \u003C/div>\u003Cp>其中两条特别容易记错。Google Ads 帮助中心明确写明：\u003Cstrong>相似受众仅在 Demand Gen 广告系列中可用\u003C/strong>，它不是一个通用的跨广告系列扩量工具。另外，\u003Cstrong>自定义细分是用关键词、网址和应用构建的\u003C/strong>，这使它成为搜索广告之外最接近「意图定向」的东西。\u003C/p>\u003Ch2>各广告系列类型支持哪些受众\u003C/h2>\u003Cp>计划通常就是在这里悄悄崩掉的。Google Ads 帮助中心公布了这张对照表，搜索广告明显比其他类型窄：\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 广告系列类型 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 兴趣相似 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 自定义细分 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 详细受众特征 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 生活大事 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 有购买意向 \u003C/p>\n \u003C/th>\n \u003Cth\n class=\"lexical-table-cell lexical-table-cell-header-1\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 您的数据 \u003C/p>\n \u003C/th>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> Demand Gen \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 展示广告 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 搜索广告 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> \u003Cstrong>不支持\u003C/strong> \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> \u003Cstrong>不支持\u003C/strong> \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 视频广告 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 酒店广告 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 不支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 不支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 不支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 不支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 不支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 标准购物广告 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> \u003Cstrong>不支持\u003C/strong> \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> \u003Cstrong>不支持\u003C/strong> \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \u003Ctd\n class=\"lexical-table-cell lexical-table-cell-header-0\"\n \n \n style=\"border: 1px solid #ccc; padding: 8px;\"\n >\n \u003Cp> 支持 \u003C/p>\n \u003C/td>\n \n \u003C/tr>\u003C/tbody>\n \u003C/table>\n \u003C/div>\u003Cp>设计搜索广告的受众策略之前，先看清搜索那一行的两个「不支持」：自定义细分和生活大事在搜索里用不了。如果你的方案依赖它们，要改的是广告系列类型，而不是受众。\u003C/p>\u003Cp>展示广告这一侧，受众定向还会和内容定向（关键词、主题、版位）叠加，这套组合关系值得单独理解；我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-display-network-guide/\">《Google 展示广告网络指南》\u003C/a>讲了这层交互以及 2026 年展示广告系列并入 Demand Gen 的变化。\u003C/p>\u003Ch2>定位 vs 观察：决定一切的那个开关\u003C/h2>\u003Cp>Google Ads 帮助中心把这条线画得很清楚。\u003C/p>\u003Cp>\u003Cstrong>定位（Targeting）\u003C/strong>：使用定位设置时，你是在告诉 Google Ads 你希望触达谁、或希望广告出现在哪些内容上。后果同样写得直白——定位会收窄广告组的覆盖面。\u003C/p>\u003Cp>\u003Cstrong>观察（Observation）\u003C/strong>：使用观察设置时，广告系列或广告组的覆盖面不受影响。它不改变谁能看到你的广告，只让你在现有定向范围内查看某个细分的表现，并对它设置出价调整。\u003C/p>\u003Cp>Google 自己的建议按广告系列类型分开：展示广告系列推荐所有广告主使用定位；而\u003Cstrong>观察推荐用于所有搜索广告系列\u003C/strong>，以及更资深广告主的展示广告系列。\u003C/p>\u003Cp>同一篇文档里还有一句，会直接改变你对搜索侧观察模式的看法：对于使用智能出价的广告系列，以观察方式添加的第一方受众细分，将被用作智能出价策略的信号。换句话说，在智能出价的广告系列上以观察模式加入你的客户与访客名单，并不是一个被动的报表选择——它在不收窄覆盖面的前提下喂给了出价模型。如果你在用自动出价，这一条建议配合我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide/\">《Google Ads 智能出价指南》\u003C/a>一起读。\u003C/p>\u003Cp>同一来源还有两个操作细节：新建广告组时无法直接添加观察方式；观察数据只在与你现有定向重叠的部分才会被报告。\u003C/p>\u003Ch2>效果最大化：受众信号不是定向\u003C/h2>\u003Cp>这是整个领域里最常见的误解，Google Ads 帮助中心的说法很直接：效果最大化广告系列可以添加「受众信号」来指示哪些用户最可能转化、以加速 Google AI 的学习，但这并不保证广告只会投给这些受众内的用户；如果系统判断其他人群转化良好，广告会投到受众信号指定范围之外。\u003C/p>\u003Cp>可操作的读法：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >受众信号是\u003Cstrong>起点提示\u003C/strong>，不是边界。它加速学习，不给广告系列围栏。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >如果你需要的是硬边界——不能服务的市场、不该再次触达的客户——信号做不到，要用广告系列层级的排除和设置。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"3\"\n >信号质量依然要紧，种子差会拖慢学习期。你自己的转化用户名单和高价值客户名单，通常是最强的起点。\u003C/li>\u003C/ul>\u003Ch2>名单的最低人数门槛\u003C/h2>\u003Cp>人数不够的细分根本不会投放，而界面只会显示「不兼容」，不会告诉你是你的问题。Google Ads 帮助中心给出的现行门槛是：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >\u003Cstrong>Google 搜索网络\u003C/strong>：过去 30 天内至少 100 名活跃访问者或用户。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >\u003Cstrong>Google 展示广告网络\u003C/strong>：过去 30 天内至少 100 名活跃访问者或用户。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"3\"\n >\u003Cstrong>YouTube\u003C/strong>：过去 30 天内至少 100 名活跃访问者或用户。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"4\"\n >\u003Cstrong>客户名单\u003C/strong>：同样的资格标准——但该 100 人要求仅适用于 2024 年 2 月 1 日之后上传或刷新的名单；在此之前上传的名单，仍需满足此前的最低 1,000 个匹配用户的要求。\u003C/li>\u003C/ul>\u003Cp>最后这一条最容易绊住老账户：一份从 2024 年 2 月之前就躺在账户里的客户名单，在刷新之前仍按旧的 1,000 匹配门槛判定。重新上传通常是最快的解法。\u003C/p>\u003Cp>同一篇文档还有一个定义上的提醒：这里的「活跃用户」统计的是与你网站或应用产生互动的人，与 Google Analytics 或 Firebase 里报告的总用户数不是一回事。别拿 Analytics 的数字去估算受众能不能投。\u003C/p>\u003Cp>「您的数据」细分还带一个\u003Cstrong>成员资格有效期\u003C/strong>，也就是访客在符合条件后停留在该细分里的时长。用两个不同时长表达同一个意图（比如近期浏览者用短窗口、历史买家用长窗口），通常比一份包打天下的名单更有用。其他平台的逻辑相同，我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/facebook-custom-audience-guide/\">《Facebook 自定义受众指南》\u003C/a>讲了那一侧同类的名单质量问题。\u003C/p>\u003Ch2>哪些政策限制会决定你能用什么受众\u003C/h2>\u003Cp>在设计复杂方案之前，先确认你的垂直类目是否受限。Google 的个性化广告政策把受众分成两组：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >\u003Cstrong>广告主自建受众\u003C/strong>——客户匹配、「您的数据」细分、受众扩展、相似受众、自定义细分。当推广的产品或服务属于敏感兴趣类目时，这些\u003Cstrong>不可使用\u003C/strong>，因为它们可能无意中包含敏感用户信号。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >\u003Cstrong>Google 预定义受众\u003C/strong>——有购买意向、兴趣相似、受众特征、详细受众特征、生活大事、地理位置定向。即使在这些类目下也可使用，因为 Google 说明这些受众已自动排除敏感用户信号。\u003C/li>\u003C/ul>\u003Cp>在美国和加拿大，针对住房、就业和消费金融类广告还有两条额外限制：某些受众特征（年龄、性别、婚姻状况、生育状况）不得用于定向，邮政编码级的地理定向也不可用。Google 同时说明，18 岁以下用户不适用任何形式的个性化广告。\u003C/p>\u003Cp>如果你的账户正处在这类垂直里，从一开始就按预定义受众来规划，别等审核时才发现限制。\u003C/p>\u003Ch2>一个可落地的配置顺序\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >\u003Cstrong>先定广告系列类型。\u003C/strong> 选受众之前先查支持表——自定义细分的方案在搜索广告上会当场作废。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >\u003Cstrong>确认政策分组。\u003C/strong> 垂直受限就只用 Google 预定义受众来设计。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"3\"\n >\u003Cstrong>按意图设置「您的数据」细分的有效期\u003C/strong>，并逐个确认它在你要投的网络上过了 100 名活跃用户的门槛。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"4\"\n >\u003Cstrong>搜索广告默认用观察。\u003C/strong> 它不损失覆盖面、报表诚实，而且在第一方细分下还能喂智能出价。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"5\"\n >\u003Cstrong>展示广告用定位\u003C/strong>收窄你确实想收窄的部分，对还在摸索的维度叠加观察。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"6\"\n >\u003Cstrong>效果最大化里把信号当种子\u003C/strong>，真正的约束放进设置与排除。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"7\"\n >\u003Cstrong>把错误流量单独过滤掉。\u003C/strong> 受众决定「触达谁」，关键词决定「他搜了什么」。另一半问题见我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-negative-keywords/\">《Google Ads 否定关键词指南》\u003C/a>。\u003C/li>\u003C/ol>\u003Ch2>常见错误\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n class=\"\"\n style=\"\"\n value=\"1\"\n >\u003Cstrong>搜索广告默认把受众设成定位。\u003C/strong> 这是在已经被关键词收窄过的广告系列上再收一次，量的损失通常立刻可见。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"2\"\n >\u003Cstrong>指望效果最大化的受众信号当过滤器。\u003C/strong> 它是提示；当其他人群转化良好时，广告照样会投到信号之外。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"3\"\n >\u003Cstrong>用 Analytics 总量估算名单大小。\u003C/strong> 判定资格看的是目标网络上过去 30 天的活跃用户，是另一个数。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"4\"\n >\u003Cstrong>2024 年 2 月之前的客户名单一直没刷新。\u003C/strong> 它们仍按旧的 1,000 匹配用户门槛判定。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"5\"\n >\u003Cstrong>把自定义细分或生活大事规划进搜索广告系列。\u003C/strong> 这两类在搜索里都不可用。\u003C/li>\u003Cli\n class=\"\"\n style=\"\"\n value=\"6\"\n >\u003Cstrong>忽略政策分组。\u003C/strong> 在受限垂直里，广告主自建受众无论效果多好都用不了。\u003C/li>\u003C/ul>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Google Ads 里的定位（Targeting）和观察（Observation）有什么区别？\u003C/h3>\u003Cp>定位会把广告系列或广告组的覆盖面收窄到你所选的条件上；观察完全不影响覆盖面，只在你现有定向范围内报告所选受众的表现，并允许你对其设置出价调整。Google Ads 帮助中心推荐所有搜索广告系列使用观察，展示广告系列使用定位。\u003C/p>\u003Ch3>搜索广告系列能用哪些受众细分？\u003C/h3>\u003Cp>按 Google Ads 帮助中心的支持表，搜索广告系列支持兴趣相似受众、详细受众特征、有购买意向受众和「您的数据」细分。自定义细分与生活大事在搜索广告系列中不可用。\u003C/p>\u003Ch3>受众信号能控制效果最大化广告投给谁吗？\u003C/h3>\u003Cp>不能。Google Ads 帮助中心说明，受众信号用于加速 Google AI 的学习，但不保证广告只投给这些受众内的用户；若其他人群转化良好，广告会投到信号之外。需要硬边界时，应使用广告系列设置与排除。\u003C/p>\u003Ch3>一个受众名单要多少人才能开始投放？\u003C/h3>\u003Cp>Google Ads 帮助中心给出的门槛是：Google 搜索网络、Google 展示广告网络和 YouTube 均需过去 30 天内至少 100 名活跃访问者或用户。客户名单适用同样标准，但 2024 年 2 月 1 日之前上传的名单在刷新之前，仍需满足此前最低 1,000 个匹配用户的要求。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-ads-audience-targeting",{"en":907,"zh-CN":907},[933],{"id":556,"title":934,"site":935,"image":937,"mobileImage":947,"targetUrl":956,"enabled":903,"postDateFrom":957,"postDateTo":958,"updatedAt":959,"createdAt":960},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":886,"name":887,"prodHost":888,"testHost":889,"blogPath":890,"docPath":891,"zhPrefix":892,"deployHookTest":893,"deployHookProd":894,"brandAuthor":61,"brandKit":936,"enabled":903,"updatedAt":904,"createdAt":905},{"logoLight":19,"logoDark":19,"primaryColor":900,"accentColor":901,"tagline":902,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":938,"alt":939,"updatedAt":940,"createdAt":940,"url":941,"thumbnailURL":19,"filename":942,"mimeType":943,"filesize":944,"width":945,"height":946},1069,"TrafficTalking Jakarta summit 2026.10.20 (zh)","2026-09-04T10:44:19.548Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-zh-aa032503f69b.png","traffictalking-jakarta-banner-zh-aa032503f69b.png","image/png",1128551,2000,377,{"id":948,"alt":949,"updatedAt":950,"createdAt":950,"url":951,"thumbnailURL":19,"filename":952,"mimeType":943,"filesize":953,"width":954,"height":955},1071,"TrafficTalking Jakarta summit 2026.10.20 (mobile-zh)","2026-09-04T10:44:29.391Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png","traffictalking-jakarta-banner-mobile-zh-372fe26c1a2d.png",649961,1200,400,"https://t.me/rrrun_r","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-04T10:45:05.578Z","2026-09-04T10:45:03.031Z",1789530700466]