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它是唯一会应用地理位置、时段、受众、来电和人口统计调整的自动出价策略。",{"children":644,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[645,647,654,656,663],{"detail":13,"format":13,"mode":14,"style":15,"text":646,"type":17,"version":18},"切换到智能出价后，取代出价调整的控制手段是目标值、预算、季节性调整和数据排除，详见 ",{"children":648,"direction":19,"format":15,"indent":13,"type":54,"version":55,"fields":651,"id":653},[649],{"detail":13,"format":13,"mode":14,"style":15,"text":650,"type":17,"version":18},"Google Ads 智能出价指南",{"linkType":57,"newTab":58,"url":652},"https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide/","6aaba922bac87b00c835a9c7",{"detail":13,"format":13,"mode":14,"style":15,"text":655,"type":17,"version":18},"。2026 年后台出现的「出价目标调整工具」（Bid Target Adjustment Tool）是另一个功能，用来查看和修改目标每次转化费用或目标广告支出回报率的目标值，和百分比出价调整无关。两个目标怎么选，见 ",{"children":657,"direction":19,"format":15,"indent":13,"type":54,"version":55,"fields":660,"id":662},[658],{"detail":13,"format":13,"mode":14,"style":15,"text":659,"type":17,"version":18},"tCPA vs tROAS 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打开「展示广告的时间和位置」看设备，再看地理位置和投放时间页面，按足以覆盖转化延迟的时间窗口对比各细分的每次转化费用。",{"children":681,"direction":19,"format":15,"indent":13,"type":45,"version":18,"value":63},[682,684],{"detail":13,"format":18,"mode":14,"style":15,"text":683,"type":17,"version":18},"只在差距明显、量也足够的地方调整。",{"detail":13,"format":13,"mode":14,"style":15,"text":685,"type":17,"version":18}," 一个时段只有三次转化，说明不了问题。",{"children":687,"direction":19,"format":15,"indent":13,"type":45,"version":18,"value":55},[688,690],{"detail":13,"format":18,"mode":14,"style":15,"text":689,"type":17,"version":18},"幅度按比例定。",{"detail":13,"format":13,"mode":14,"style":15,"text":691,"type":17,"version":18}," 如果手机每次点击带来的价值大约是整体的 80%，从降低 20% 左右起步比较合理。",{"children":693,"direction":19,"format":15,"indent":13,"type":45,"version":18,"value":313},[694,696],{"detail":13,"format":18,"mode":14,"style":15,"text":695,"type":17,"version":18},"-100% 只用于确实要排除的设备，",{"detail":13,"format":13,"mode":14,"style":15,"text":697,"type":17,"version":18}," 比如落地页在该设备上根本无法正常使用。地区和时段要排除时，直接改定位。",{"children":699,"direction":19,"format":15,"indent":13,"type":45,"version":18,"value":704},[700,702],{"detail":13,"format":18,"mode":14,"style":15,"text":701,"type":17,"version":18},"每加一层调整，都重新算一次最极端的叠加结果，",{"detail":13,"format":13,"mode":14,"style":15,"text":703,"type":17,"version":18}," 并在第二天检查预算状态。",5,{"children":706,"direction":19,"format":15,"indent":13,"type":45,"version":18,"value":711},[707,709],{"detail":13,"format":18,"mode":14,"style":15,"text":708,"type":17,"version":18},"每月复查一次。",{"detail":13,"format":13,"mode":14,"style":15,"text":710,"type":17,"version":18}," 细分表现会变化，旧的调整会悄悄变成偏差。",6,"number","ol",{"children":715,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[716],{"detail":13,"format":13,"mode":14,"style":15,"text":717,"type":17,"version":18},"出价调整的质量取决于背后的转化数据。如果手机端的转化在点击到成功页之间丢了一部分，设备报告就会显示手机表现差，调整反而会压掉真正在转化的流量。所以在按设备差距动手之前，值得先确认转化跟踪在各设备上都能穿过跳转和应用交接。DeepClick 做的就是这一段：点击之后的链接路由，以及点击到转化事件之间的归因连续性。",{"children":719,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[720],{"detail":13,"format":13,"mode":14,"style":15,"text":721,"type":17,"version":18},"常见问题",{"children":723,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":726},[724],{"detail":13,"format":13,"mode":14,"style":15,"text":725,"type":17,"version":18},"Google Ads 出价调整的幅度范围是多少？","h3",{"children":728,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[729],{"detail":13,"format":13,"mode":14,"style":15,"text":730,"type":17,"version":18},"大多数出价调整的范围是 -90% 到 +900%，设备调整最低可以设到 -100%，也就是排除该设备。根据 Google Ads 帮助中心，多个调整叠加后，合计提高不能超过 900%，合计降低不能低于 -90%。",{"children":732,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":726},[733],{"detail":13,"format":13,"mode":14,"style":15,"text":734,"type":17,"version":18},"智能出价下出价调整还有用吗？",{"children":736,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[737],{"detail":13,"format":13,"mode":14,"style":15,"text":738,"type":17,"version":18},"大部分没有。目标广告支出回报率、尽可能提高转化次数和尽可能提高转化价值只接受设备 -100%；目标每次转化费用也会应用设备调整，但作用于目标值而不是出价。地理位置、时段、受众、来电和人口统计调整在这些策略下会被忽略，只有尽可能提高点击次数仍会应用。",{"children":740,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":726},[741],{"detail":13,"format":13,"mode":14,"style":15,"text":742,"type":17,"version":18},"多个出价调整是怎么计算的？",{"children":744,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[745],{"detail":13,"format":13,"mode":14,"style":15,"text":746,"type":17,"version":18},"相乘。2.00 美元的出价，手机 +30%、某时段 -20%，结果是 2.00 × 1.30 × 0.80 = 2.08 美元。例外是重叠的地理位置调整，只按最精确的那个地点计算。",{"children":748,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":726},[749],{"detail":13,"format":13,"mode":14,"style":15,"text":750,"type":17,"version":18},"为什么加了出价调整后广告系列变成受预算限制？",{"children":752,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[753],{"detail":13,"format":13,"mode":14,"style":15,"text":754,"type":17,"version":18},"正向调整让广告能参与更多竞价，原来的每日预算就覆盖不了全部流量。Google 的建议是提高预算，或者调低调整幅度，让现有预算能买到更多点击。","root",{"id":757,"alt":758,"updatedAt":759,"createdAt":759,"url":760,"thumbnailURL":19,"filename":761,"mimeType":762,"filesize":763,"width":19,"height":19},1128,"Google Ads bid adjustment sliders for device, location, schedule and audience","2026-09-17T08:46:54.378Z","https://cms-r2.deepclick.com/cover-bid-adjustments-c0ad3b34f393.jpg","cover-bid-adjustments-c0ad3b34f393.jpg","application/octet-stream",115641,{"title":765,"description":766,"image":767},"Google Ads 出价调整详解：类型、幅度与叠加规则（2026）","Google Ads 出价调整怎么用：设备、地理位置、投放时间、受众的调整幅度，多个调整如何相乘、900% 叠加上限，以及智能出价下哪些调整会被忽略。",{"id":757,"alt":758,"updatedAt":759,"createdAt":759,"url":760,"thumbnailURL":19,"filename":761,"mimeType":762,"filesize":763,"width":19,"height":19},{"id":18,"key":769,"name":770,"prodHost":771,"testHost":772,"blogPath":773,"docPath":774,"zhPrefix":775,"deployHookTest":776,"deployHookProd":777,"brandAuthor":778,"brandKit":782,"enabled":786,"updatedAt":787,"createdAt":788},"deepclick","DeepClick","https://deepclick.com","https://www-test-deepclick.qiliangjia.one","/resources/blog/{slug}","/docs/{slug}","/zh-CN","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/60a9adef-153b-4c89-8d07-7118e91e9522","https://api.cloudflare.com/client/v4/pages/webhooks/deploy_hooks/05323321-f694-4ce8-a5af-173c507b8bae",{"id":63,"name":770,"avatar":779,"updatedAt":780,"createdAt":781},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":783,"accentColor":784,"tagline":785,"wechatName":19,"xhsHandle":19,"wechatQr":19},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","google-ads-bid-adjustments",{"id":313,"name":792,"avatar":793,"updatedAt":800,"createdAt":800},"Ethan Cole",{"id":794,"alt":795,"updatedAt":796,"createdAt":796,"url":797,"thumbnailURL":19,"filename":798,"mimeType":762,"filesize":799,"width":19,"height":19},922,"Ethan Cole — growth & ad-tech editor","2026-07-27T07:17:05.290Z","https://cms-r2.deepclick.com/gpt_1785136218181_0-d1b8139c1927.png","gpt_1785136218181_0-d1b8139c1927.png",1965798,"2026-07-27T07:17:07.920Z",{"id":802,"site":803,"titleZh":805,"titleEn":806,"slug":807,"order":704,"updatedAt":808,"createdAt":809},7,{"id":18,"key":769,"name":770,"prodHost":771,"testHost":772,"blogPath":773,"docPath":774,"zhPrefix":775,"deployHookTest":776,"deployHookProd":777,"brandAuthor":63,"brandKit":804,"enabled":786,"updatedAt":787,"createdAt":788},{"logoLight":19,"logoDark":19,"primaryColor":783,"accentColor":784,"tagline":785,"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","2026-09-17T08:47:38.603Z","2026-09-17T08:47:39.753Z","2026-09-17T08:47:20.962Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Google Ads 出价调整（bid adjustments）是按百分比提高或降低某类流量出价的设置，可以按设备、地理位置、投放时段、受众和人口统计调整，幅度一般为 -90% 到 +900%，设备可以设到 -100%。多个调整会相乘叠加。它只在人工每次点击费用和尽可能提高点击次数下完整生效，智能出价会忽略其中大部分。\u003C/p>\u003Cp>最后一句正是最容易混淆的地方。出价调整是个老功能，现在依然有用，但哪些调整会生效，取决于广告系列类型和出价策略。本文讲清楚出价调整有哪些类型、幅度范围多大、几个调整怎么叠加，以及交给自动出价之后还剩下什么。文中事实均来自 Google Ads 帮助中心，截至 2026 年 9 月。\u003C/p>\u003Ch2>Google Ads 出价调整怎么运作\u003C/h2>\u003Cp>出价调整就是在某个条件下，把基础出价乘上一个百分比。Google Ads 帮助中心的例子是：最高每次点击费用 1 美元，对移动设备设置 +20%，那么移动设备上的搜索出价就是 1.20 美元；如果设置降低 20%，同样 1 美元的出价就变成 0.80 美元。\u003C/p>\u003Cp>由此有两个直接影响：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >出价调整改变的不只是单价，还有在这类流量上展示的频率。出价提高，能参与的竞价就更多。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >正因为能参与更多竞价，一个原本预算宽裕的广告系列，在加了正向调整后可能变成「受预算限制」。Google 针对「受预算限制」的排查文章，列举原因时第一条就是出价调整。如果刚改完调整就出现这个状态，要么提高预算，要么调低调整幅度。这个状态怎么解读，见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-budget-pacing/\">Google Ads 预算节奏详解\u003C/a>。\u003C/li>\u003C/ul>\u003Ch2>出价调整的类型与幅度范围\u003C/h2>\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> 调整类型 \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> 调整对象 \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> 设置层级 \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> 幅度范围 \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> 设备 \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> 计算机、平板电脑、手机 \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> 广告系列、广告组 \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> -100% 到 +900% \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> 地理位置 \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> 定位的国家、城市或其他区域 \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> 广告系列 \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> -90% 到 +900% \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> 广告投放时间 \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> 自定义投放时间里的日期和时段 \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> 广告系列 \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> -90% 到 +900% \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> 定位方式 \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> 主题、展示位置等定位条件 \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> 广告系列、广告组 \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> -90% 到 +900% \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（搜索） \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> 搜索广告再营销列表 \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> 广告系列、广告组 \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> -90% 到 +900% \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> 互动（来电） \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> 附加电话信息与纯电话广告的展示频率 \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> 广告系列 \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> -90% 到 +900% \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> 人口统计 \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> 年龄、性别、家庭收入 \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> 广告系列、广告组 \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> -90% 到 +900% \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>实际操作中有几处要注意：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>只有设备调整能设到 -100%。\u003C/strong> 某个设备设为 -100%，就不会在该设备上展示。其他类型最低只能到 -90%，也就是说地理位置或时段只能压低，不能靠调整完全关掉。想完全不投，要改定位或投放时间本身。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>投放时段调整的前提是先设置自定义投放时间。\u003C/strong> 默认「全天」投放的广告系列没有可调整的时段。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>热门内容出价调整已经下线。\u003C/strong> 一些旧教程里还会提到它。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>受众出价调整要求用「观察」设置。\u003C/strong> 以观察方式添加的受众细分不影响覆盖范围，可以单独调出价。「定位」和「观察」的区别见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-audience-targeting/\">Google Ads 受众定向指南\u003C/a>，这里不再展开。\u003C/li>\u003C/ul>\u003Cp>在后台的路径是：进入「广告系列」，在「受众群体、关键字和内容」菜单里找到地理位置、广告投放时间、受众群体、内容、受众特征和高级出价调整；设备调整在「数据分析和报告」下的「展示广告的时间和位置」。选中对应行，点击「出价调整」列里的铅笔图标，选择提高或降低并填写百分比，保存即可。要删除调整，清空数值。\u003C/p>\u003Ch2>多个出价调整怎么叠加\u003C/h2>\u003Cp>同一次竞价同时命中多个调整时，Google Ads 通常把它们\u003Cstrong>相乘\u003C/strong>。例如基础出价 2.00 美元，移动设备 +30%，周末某时段 -20%：\u003C/p>\u003Cp>2.00 × 1.30 × 0.80 = 2.08 美元\u003C/p>\u003Cp>不是简单相加得到 +10%，而是连乘。Google 帮助中心的例子也是如此：加州 +20%、周六 -50%，1 美元的出价在周六的加州搜索里变成 0.60 美元。\u003C/p>\u003Cp>有四条例外和上限要记住：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>叠加上限。\u003C/strong> 所有调整合计最多只能把出价提高 900%。1 美元出价同时有设备 +900% 和地理位置 +900%，最终出价也只有 10 美元。合计最低为 -90%。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>地理位置：取最精确的那个。\u003C/strong> 互相重叠的地点调整不会叠加。法国 +50%、巴黎 +100%，巴黎的用户只按巴黎的 +100% 计算。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>设备：广告组层级优先。\u003C/strong> 广告系列和广告组都对同一设备设了调整时，按广告组的值计算。例外是广告系列层级设成 -100%：此时广告组的调整不再生效，该设备保持排除。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>不同类型的调整仍然相乘。\u003C/strong> 设备调整和受众调整同时命中时，照样连乘。\u003C/li>\u003C/ul>\u003Cp>因为是连乘，几个看起来温和的调整叠在一起，可能把出价推到远超预期的位置。加第三、第四层之前，先算一下最极端的组合：设备、地区、时段、受众全部取最大增幅时，出价会到多少。\u003C/p>\u003Ch2>哪些广告系列类型支持出价调整\u003C/h2>\u003Cp>下表根据 Google 帮助中心中人工出价策略下的支持情况整理：\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> 可用的出价调整 \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> 搜索 \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> 上表全部七类 \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 \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> 设备、地理位置、投放时间、定位方式、人口统计 \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> 购物 \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> 设备、地理位置、投放时间、再营销列表 \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（YouTube） \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> 设备、地理位置、投放时间 \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 \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> 设备、地理位置 \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> 旅游 \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> 设备 \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> 需求开发 \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    \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> 效果最大化、应用、智能广告系列 \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，由 Google AI 自动出价 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>需求开发广告系列值得单独说一句：Google 正在把展示广告系列迁入需求开发，而迁移说明里明确列出需求开发不支持出价调整。如果现有展示广告系列依赖出价调整，迁移前要先想好替代方案。其他无法迁移的功能见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-display-network-guide/\">Google 展示广告网络（GDN）指南\u003C/a>。\u003C/p>\u003Ch2>智能出价下的出价调整\u003C/h2>\u003Cp>Google Ads 帮助中心说得很直接：使用目标每次转化费用、目标广告支出回报率、尽可能提高转化次数或尽可能提高转化价值时，不需要也不支持手动出价调整，因为这些策略在每次竞价时已经把设备、地点、时间等信号算进去了。各策略下的具体表现如下：\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> 调整类型 \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> 尽可能提高点击次数 \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> 目标展示次数份额 \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> 目标每次转化费用 \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> 目标广告支出回报率、尽可能提高转化次数、尽可能提高转化价值 \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> 设备 \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> 生效 \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> 仅支持 -100% \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> 作用于目标值 \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> 仅支持 -100% \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> 地理位置、投放时间、受众、来电、人口统计 \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> 生效 \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> 忽略 \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> 忽略 \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> 忽略 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>从这张表里要记住三点：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>目标每次转化费用对设备调整的处理不同。\u003C/strong> 设备调整改的是目标每次转化费用，而不是出价。目标 10 美元、移动设备 +40%，手机上的目标就是 14 美元。Google 建议从人工出价切过来时，先把原来的人工出价调整删掉。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>百分比被忽略，不等于设置本身失效。\u003C/strong> Google 说明智能出价仍会遵守各类调整对应的定位和排除。比如投放时间照样限制广告在哪些时段展示，被忽略的只是那个百分比。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>尽可能提高点击次数是例外。\u003C/strong> 它是唯一会应用地理位置、时段、受众、来电和人口统计调整的自动出价策略。\u003C/li>\u003C/ul>\u003Cp>切换到智能出价后，取代出价调整的控制手段是目标值、预算、季节性调整和数据排除，详见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide/\">Google Ads 智能出价指南\u003C/a>。2026 年后台出现的「出价目标调整工具」（Bid Target Adjustment Tool）是另一个功能，用来查看和修改目标每次转化费用或目标广告支出回报率的目标值，和百分比出价调整无关。两个目标怎么选，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/target-cpa-vs-target-roas/\">tCPA vs tROAS 出价策略怎么选\u003C/a>。\u003C/p>\u003Ch2>什么时候仍值得用人工出价调整\u003C/h2>\u003Cp>在用人工每次点击费用或尽可能提高点击次数，并且数据足以证明不同细分之间确实有差距时，出价调整才发挥作用。一套可执行的做法：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>从细分报告出发，不凭感觉。\u003C/strong> 打开「展示广告的时间和位置」看设备，再看地理位置和投放时间页面，按足以覆盖转化延迟的时间窗口对比各细分的每次转化费用。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>只在差距明显、量也足够的地方调整。\u003C/strong> 一个时段只有三次转化，说明不了问题。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>幅度按比例定。\u003C/strong> 如果手机每次点击带来的价值大约是整体的 80%，从降低 20% 左右起步比较合理。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>-100% 只用于确实要排除的设备，\u003C/strong> 比如落地页在该设备上根本无法正常使用。地区和时段要排除时，直接改定位。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>每加一层调整，都重新算一次最极端的叠加结果，\u003C/strong> 并在第二天检查预算状态。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>每月复查一次。\u003C/strong> 细分表现会变化，旧的调整会悄悄变成偏差。\u003C/li>\u003C/ol>\u003Cp>出价调整的质量取决于背后的转化数据。如果手机端的转化在点击到成功页之间丢了一部分，设备报告就会显示手机表现差，调整反而会压掉真正在转化的流量。所以在按设备差距动手之前，值得先确认转化跟踪在各设备上都能穿过跳转和应用交接。DeepClick 做的就是这一段：点击之后的链接路由，以及点击到转化事件之间的归因连续性。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Google Ads 出价调整的幅度范围是多少？\u003C/h3>\u003Cp>大多数出价调整的范围是 -90% 到 +900%，设备调整最低可以设到 -100%，也就是排除该设备。根据 Google Ads 帮助中心，多个调整叠加后，合计提高不能超过 900%，合计降低不能低于 -90%。\u003C/p>\u003Ch3>智能出价下出价调整还有用吗？\u003C/h3>\u003Cp>大部分没有。目标广告支出回报率、尽可能提高转化次数和尽可能提高转化价值只接受设备 -100%；目标每次转化费用也会应用设备调整，但作用于目标值而不是出价。地理位置、时段、受众、来电和人口统计调整在这些策略下会被忽略，只有尽可能提高点击次数仍会应用。\u003C/p>\u003Ch3>多个出价调整是怎么计算的？\u003C/h3>\u003Cp>相乘。2.00 美元的出价，手机 +30%、某时段 -20%，结果是 2.00 × 1.30 × 0.80 = 2.08 美元。例外是重叠的地理位置调整，只按最精确的那个地点计算。\u003C/p>\u003Ch3>为什么加了出价调整后广告系列变成受预算限制？\u003C/h3>\u003Cp>正向调整让广告能参与更多竞价，原来的每日预算就覆盖不了全部流量。Google 的建议是提高预算，或者调低调整幅度，让现有预算能买到更多点击。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-ads-bid-adjustments",{"zh-CN":790,"en":790},[817],{"id":55,"title":818,"site":819,"image":821,"mobileImage":831,"targetUrl":840,"enabled":786,"postDateFrom":841,"postDateTo":842,"updatedAt":843,"createdAt":844},"2026.10.20 Jakarta summit 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