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集成指南",{"linkType":44,"newTab":45,"url":618},"https://deepclick.com/zh-CN/resources/blog/mobile-attribution-sdk-guide-2026/","6aa793edf2b6cc00c89e03a9",{"detail":13,"format":13,"mode":14,"style":15,"text":621,"type":17,"version":18},"。每条路线的实操原则都一样：选一个能反映用户价值、发生频率又足够让系统学习的应用内事件，在开投前导入。",{"children":623,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":55},[624],{"detail":13,"format":13,"mode":14,"style":15,"text":625,"type":17,"version":18},"PWA 放在哪条路线",{"children":627,"direction":31,"format":15,"indent":13,"type":32,"version":18,"textFormat":13,"textStyle":15},[628,630,637],{"detail":13,"format":13,"mode":14,"style":15,"text":629,"type":17,"version":18},"应用广告系列以应用商店详情页为基础，渐进式网页应用（PWA）用不了。PWA 本质上是网站，只能走网页广告系列：搜索、效果最大化、以网站为目标的需求开发广告系列和展示广告。对于不能或不想走应用商店分发的广告主，这是现实可行的路线，利弊分析见 ",{"children":631,"direction":31,"format":15,"indent":13,"type":41,"version":42,"fields":634,"id":636},[632],{"detail":13,"format":13,"mode":14,"style":15,"text":633,"type":17,"version":18},"PWA 用于广告投放",{"linkType":44,"newTab":45,"url":635},"https://deepclick.com/zh-CN/resources/blog/progressive-web-apps-for-advertising-zh/","6aa793edf2b6cc00c89e03aa",{"detail":13,"format":13,"mode":14,"style":15,"text":49,"type":17,"version":18},{"children":639,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":55},[640],{"detail":13,"format":13,"mode":14,"style":15,"text":641,"type":17,"version":18},"常见误区",{"children":643,"direction":31,"format":15,"indent":13,"type":84,"version":18,"listType":85,"start":18,"tag":86},[644,650,656,662,668,675],{"children":645,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":18},[646,648],{"detail":13,"format":18,"mode":14,"style":15,"text":647,"type":17,"version":18},"转化跟踪没通就开应用广告系列。",{"detail":13,"format":13,"mode":14,"style":15,"text":649,"type":17,"version":18}," 没有导入应用内转化，系统只能按安装优化，这是最浅的信号。",{"children":651,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":83},[652,654],{"detail":13,"format":18,"mode":14,"style":15,"text":653,"type":17,"version":18},"以为一个广告系列能跨平台。",{"detail":13,"format":13,"mode":14,"style":15,"text":655,"type":17,"version":18}," 安卓和 iOS 要分开建广告系列、分开设预算和预期。",{"children":657,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":42},[658,660],{"detail":13,"format":18,"mode":14,"style":15,"text":659,"type":17,"version":18},"照着视频行动广告系列的旧教程操作。",{"detail":13,"format":13,"mode":14,"style":15,"text":661,"type":17,"version":18}," 这种广告系列已并入需求开发广告系列。",{"children":663,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":591},[664,666],{"detail":13,"format":18,"mode":14,"style":15,"text":665,"type":17,"version":18},"网页到应用连接用了重定向式深度链接。",{"detail":13,"format":13,"mode":14,"style":15,"text":667,"type":17,"version":18}," 只支持 App Links 和 Universal Links。",{"children":669,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":674},[670,672],{"detail":13,"format":18,"mode":14,"style":15,"text":671,"type":17,"version":18},"把需求开发广告系列和应用广告系列当成可以互换。",{"detail":13,"format":13,"mode":14,"style":15,"text":673,"type":17,"version":18}," 应用广告系列把展示位置和素材组合交给 Google；需求开发广告系列把创意和渠道控制权交给你，两者解决的是不同问题。",5,{"children":676,"direction":31,"format":15,"indent":13,"type":72,"version":18,"value":681},[677,679],{"detail":13,"format":18,"mode":14,"style":15,"text":678,"type":17,"version":18},"把 Google Ads 和 AdMob 搞混。",{"detail":13,"format":13,"mode":14,"style":15,"text":680,"type":17,"version":18}," 一个是买广告，一个是在自己应用里卖广告位。",6,{"children":683,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":55},[684],{"detail":13,"format":13,"mode":14,"style":15,"text":685,"type":17,"version":18},"常见问题",{"children":687,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":690},[688],{"detail":13,"format":13,"mode":14,"style":15,"text":689,"type":17,"version":18},"不用应用广告系列，也能在 Google Ads 上推广移动应用吗？","h3",{"children":692,"direction":31,"format":15,"indent":13,"type":32,"version":18,"textFormat":13,"textStyle":15},[693],{"detail":13,"format":13,"mode":14,"style":15,"text":694,"type":17,"version":18},"可以。需求开发广告系列的广告目标里有「应用推广」；搜索、购物、效果最大化等网页广告系列也可以通过网页到应用连接，把点击送进已安装的应用。应用广告系列仍然是唯一专门围绕商店详情页、按安装或应用内操作出价的广告系列类型。",{"children":696,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":690},[697],{"detail":13,"format":13,"mode":14,"style":15,"text":698,"type":17,"version":18},"安卓和 iOS 需要分开建 Google Ads 广告系列吗？",{"children":700,"direction":31,"format":15,"indent":13,"type":32,"version":18,"textFormat":13,"textStyle":15},[701],{"detail":13,"format":13,"mode":14,"style":15,"text":702,"type":17,"version":18},"实际操作中需要。一个应用广告系列对应一个平台上的一个应用，同时上架 Google Play 和 App Store 的应用，按平台各建一个广告系列。",{"children":704,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":690},[705],{"detail":13,"format":13,"mode":14,"style":15,"text":706,"type":17,"version":18},"Google Ads 的网页到应用连接是什么？",{"children":708,"direction":31,"format":15,"indent":13,"type":32,"version":18,"textFormat":13,"textStyle":15},[709],{"detail":13,"format":13,"mode":14,"style":15,"text":710,"type":17,"version":18},"它是一组工具，让搜索、购物、效果最大化等网页广告系列在用户已安装应用时直接打开应用，而不是跳到移动网站。前提是安卓配置 App Links、iOS 配置 Universal Links，应用 SDK 已关联 Google Ads，并导入了应用内转化。",{"children":712,"direction":31,"format":15,"indent":13,"type":54,"version":18,"tag":690},[713],{"detail":13,"format":13,"mode":14,"style":15,"text":714,"type":17,"version":18},"AdMob 属于 Google Ads 吗？",{"children":716,"direction":31,"format":15,"indent":13,"type":32,"version":18,"textFormat":13,"textStyle":15},[717],{"detail":13,"format":13,"mode":14,"style":15,"text":718,"type":17,"version":18},"不属于。AdMob 是面向应用开发者的变现平台，用来在应用内展示广告获得收入；Google Ads 是广告主买广告的平台，包括推广应用的广告。","root",{"id":721,"alt":722,"updatedAt":723,"createdAt":723,"url":724,"thumbnailURL":31,"filename":725,"mimeType":726,"filesize":727,"width":31,"height":31},1111,"Smartphone with branching paths to app, video and search ad placements","2026-09-14T03:49:57.339Z","https://cms-r2.deepclick.com/image_1789357783519_27289-baf094b563df.jpg","image_1789357783519_27289-baf094b563df.jpg","application/octet-stream",130603,{"title":729,"description":730,"image":731},"Google Ads 移动应用推广：三种广告系列怎么选（2026）","Google Ads 移动应用推广指南：对比应用广告系列、需求开发广告系列的应用推广目标与网页到应用连接，讲清安卓与 iOS 差异、深度链接要求和转化衡量设置。",{"id":721,"alt":722,"updatedAt":723,"createdAt":723,"url":724,"thumbnailURL":31,"filename":725,"mimeType":726,"filesize":727,"width":31,"height":31},{"id":18,"key":733,"name":734,"prodHost":735,"testHost":736,"blogPath":737,"docPath":738,"zhPrefix":739,"deployHookTest":740,"deployHookProd":741,"brandAuthor":742,"brandKit":746,"enabled":750,"updatedAt":751,"createdAt":752},"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":83,"name":734,"avatar":743,"updatedAt":744,"createdAt":745},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":31,"logoDark":31,"primaryColor":747,"accentColor":748,"tagline":749,"wechatName":31,"xhsHandle":31,"wechatQr":31},"#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-for-mobile-apps",{"id":756,"name":757,"avatar":758,"updatedAt":765,"createdAt":765},7,"Kenji Watanabe",{"id":759,"alt":760,"updatedAt":761,"createdAt":761,"url":762,"thumbnailURL":31,"filename":763,"mimeType":726,"filesize":764,"width":31,"height":31},925,"Kenji Watanabe — PWA & mobile tech writer","2026-07-27T07:17:29.038Z","https://cms-r2.deepclick.com/gpt_1785136568500_0-0d300e3b401a.png","gpt_1785136568500_0-0d300e3b401a.png",2032193,"2026-07-27T07:17:30.604Z",{"id":756,"site":767,"titleZh":769,"titleEn":770,"slug":771,"order":674,"updatedAt":772,"createdAt":773},{"id":18,"key":733,"name":734,"prodHost":735,"testHost":736,"blogPath":737,"docPath":738,"zhPrefix":739,"deployHookTest":740,"deployHookProd":741,"brandAuthor":83,"brandKit":768,"enabled":750,"updatedAt":751,"createdAt":752},{"logoLight":31,"logoDark":31,"primaryColor":747,"accentColor":748,"tagline":749,"wechatName":31,"xhsHandle":31,"wechatQr":31},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-14T06:28:06.047Z","2026-09-14T06:28:07.851Z","2026-09-14T06:27:46.910Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>用 Google Ads 推广移动应用，不是只有一种广告系列可选，而是三条路线的取舍：\u003Cstrong>应用广告系列（App campaigns）\u003C/strong>直接买安装、再互动或预注册；\u003Cstrong>需求开发广告系列（Demand Gen）\u003C/strong>用图片、视频等视觉素材在 YouTube、Discover、Gmail 和 Google 展示广告网络上推广应用；\u003Cstrong>网页广告系列 + 网页到应用连接（Web to App Connect）\u003C/strong>则把广告点击直接送进用户已经安装的应用。选哪条，取决于你的目标、平台和能衡量到的数据。\u003C/p>\u003Cp>本文讲清这三条路线各自适合什么场景。应用广告系列的搭建与优化细节不在这里重复，可以直接看我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-app-campaigns-guide/\">Google 应用广告系列指南\u003C/a>。\u003C/p>\u003Ch2>先分清：推广应用和靠应用变现是两件事\u003C/h2>\u003Cp>搜「Google Ads 移动应用」的人，其实常常在找两件不同的事：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>推广自己的应用\u003C/strong>（拉新安装、召回老用户）用的是 \u003Cstrong>Google Ads\u003C/strong>，也就是买广告的平台。本文讲的是这件事。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>在自己的应用里展示广告获得收入\u003C/strong>用的是 \u003Cstrong>AdMob\u003C/strong>，Google 的应用变现平台；网站对应的是 AdSense。\u003C/li>\u003C/ul>\u003Cp>如果你关心的是「我的应用接广告能赚多少」，那你站在流量主一侧，Google Ads 不是对的工具。下文默认你是广告主。\u003C/p>\u003Ch2>三条路线一张表看懂\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> 路线 \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> 带来什么 \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> 广告出现在哪 \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> 适合谁 \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> 应用广告系列（安装） \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> 新安装，或完成应用内操作的新用户 \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、Google Play、YouTube、Discover、Google 展示广告网络 \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> 大多数需要拉新的应用 \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> 应用广告系列（互动） \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> 已安装用户回到应用完成操作 \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> Google 各类流量，面向已安装应用的用户 \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> 已有用户基数、需要召回的应用 \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> 应用广告系列（预注册） \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> 上线前的预注册 \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> Google 各类流量，用户在 Google Play 预注册 \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> 尚未发布的安卓应用 \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> 需求开发广告系列（目标选「应用推广」） \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> 用图片、视频、轮播广告推广应用 \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> YouTube（含 Shorts）、Discover、Gmail、Google 展示广告网络 \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> 以创意和受众为主导的投放 \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> 网页广告系列 + 网页到应用连接 \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> 广告点击直接打开应用，而不是移动网站 \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、购物、效果最大化，以及 2025 年起的 YouTube、酒店广告和需求开发广告系列 \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> 已在跑网页广告、同时有应用的业务 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>前三行其实是同一种广告系列的三个子类型。Google Ads 帮助中心（「关于应用广告系列」）列出的就是：安装、互动、预注册三种应用广告系列。\u003C/p>\u003Ch2>路线一：应用广告系列，拉新安装的默认选项\u003C/h2>\u003Cp>应用广告系列是围绕应用商店详情页搭建的 Google Ads 广告系列类型。根据 Google Ads 帮助中心，它会在搜索、Google Play、YouTube、Google 搜索中的 Discover 以及 Google 展示广告网络上展示广告。你提供文字、图片、视频和 HTML5 素材，由系统自动测试组合。\u003C/p>\u003Cp>这条路线有三个特点：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>以商店详情页为基础。\u003C/strong> 搭建时要在 Google Play 或 App Store 里搜到你的应用；尚未上线的安卓应用可以走预注册。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>一个广告系列只对应一个平台。\u003C/strong> 搭建时要选择 Android 或 iOS，Google 的搭建说明也建议在广告系列名称里写上操作系统。同时上架两个商店的应用，通常要分成两个广告系列，各自设预算和目标。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>不用选关键词和展示位置。\u003C/strong> 投放是自动化的，由出价目标、素材和转化数据驱动。\u003C/li>\u003C/ul>\u003Cp>当你想为「安装」或「应用内操作」付费时，就选应用广告系列。出价目标、素材规格和学习期，详见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-app-campaigns-guide/\">应用广告系列指南\u003C/a>。\u003C/p>\u003Ch2>路线二：需求开发广告系列，适合视觉化推广\u003C/h2>\u003Cp>需求开发广告系列覆盖 YouTube、Discover、Gmail 和 Google 展示广告网络。新建需求开发广告系列时，Google Ads 帮助中心列出的广告目标里就有\u003Cstrong>应用推广\u003C/strong>，与销售、潜在客户、网站流量等目标并列。\u003C/p>\u003Cp>它和应用广告系列最大的区别，是你对创意和受众有更多控制权：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >视频、图片、轮播广告由你自己组合制作，而不是把一堆素材交给系统拼。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >渠道控制可以按广告组指定投放位置，比如 YouTube Shorts、YouTube 信息流、Discover、Gmail 或 Google 展示广告网络。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >定位以受众为先，包括基于自有数据的类似受众。\u003C/li>\u003C/ul>\u003Cp>原来的 YouTube 视频行动广告系列（Video Action Campaigns）也已并入这里。Google Ads 帮助中心的公告说明：2025 年 4 月起不能再新建视频行动广告系列，剩余的计划在 2026 年 4 月前自动升级为需求开发广告系列。如果旧教程还教你用视频行动广告系列推广应用，这条路已经走不通了。\u003C/p>\u003Cp>当你的优势是好的视频或图片创意、想自己决定广告出现在哪些版面、或者想触达高价值用户的类似人群时，可以考虑需求开发广告系列。追求纯安装量时，应用广告系列仍是基础盘。\u003C/p>\u003Ch2>路线三：网页广告系列 + 网页到应用连接\u003C/h2>\u003Cp>很多业务已经在跑搜索、购物或效果最大化广告系列，把人带到移动网站；而点击广告的人里，有一部分其实已经装了你的应用。网页到应用连接要解决的就是这个断层。Google Ads 帮助中心的描述是：帮助你现有的网页广告系列（包括搜索和效果最大化）把流量导入应用。\u003C/p>\u003Cp>Google 在 2025 年 9 月 5 日的公告中，把网页到应用连接扩展到 YouTube 广告、酒店广告和需求开发广告系列，此前已支持效果最大化、搜索和购物广告系列。同一公告还推出了「网页到应用获客衡量」（Web to App Acquisition measurement），用来查看网页广告系列带来了多少应用新安装和首次应用内转化。\u003C/p>\u003Cp>技术要求比较严格：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>只支持标准深度链接。\u003C/strong> Google Ads 帮助中心明确写到，只支持不经过重定向的深度链接：安卓用 App Links，iOS 用 Universal Links，依赖重定向的第三方方案不受支持。这几类链接和自定义 URI scheme 的区别，可以看我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-deep-linking-guide-zh/\">移动深度链接实战指南\u003C/a>。没装应用的用户会被带到移动网站上对应的页面。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>应用内要有 SDK，并完成账号关联。\u003C/strong> 先在应用里集成 SDK（Google Analytics for Firebase 或第三方应用分析服务），再把应用衡量账号关联到 Google Ads。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>导入可供出价使用的应用内转化。\u003C/strong> 导入应用内转化操作并使用智能出价，具体原理见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide/\">Google Ads 智能出价指南\u003C/a>。\u003C/li>\u003C/ul>\u003Cp>Google Ads 帮助中心给出的数据是：落到应用内的广告点击，转化率平均是落到移动网站的 2.8 倍。这是 Google 跨广告主的平均值，不代表你账户里的预期结果；想知道它对你有没有用，只能在自己的账户里做对照实验。\u003C/p>\u003Cp>如果你已经有跑得健康的网页广告系列，而应用能完成同样的操作（浏览、加购、预订、登录），就适合走这条路线。它不能替代应用广告系列去拉新安装，作用是让现有网页流量在应用里完成转化。\u003C/p>\u003Ch2>按目标选路线\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> 你的目标 \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> 先做 \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> 后续再加 \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> 安卓应用上线前积累关注 \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> 应用广告系列（预注册） \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> 上线后开应用广告系列（安装） \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> 按目标成本获取新安装 \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> 应用广告系列（安装） \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> 需求开发广告系列扩大创意触达 \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> 获取会付费或订阅的用户 \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> 应用广告系列（安装），按应用内操作优化 \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> 收入数据可靠后改用目标 ROAS（按转化价值出价） \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> 召回流失用户 \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> 应用广告系列（互动） \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> 在现有网页广告系列上启用网页到应用连接 \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> 让搜索、购物点击在应用内转化 \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> 网页到应用连接 \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> 网页到应用获客衡量 \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> 用 YouTube 和 Shorts 视频触达新人群 \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> 需求开发广告系列（应用推广目标） \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> 应用广告系列承接搜索和 Play 上的主动需求 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>对多数团队来说，比较稳妥的顺序是：先把衡量做好，再开应用广告系列拉新；有了已安装用户后，加互动广告系列或网页到应用连接；创意产能跟得上时，再上需求开发广告系列。如果在纠结按成本还是按价值出价，可以看 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/target-cpa-vs-target-roas/\">目标 CPA 与目标 ROAS 对比\u003C/a>。\u003C/p>\u003Ch2>安卓和 iOS 并不对称\u003C/h2>\u003Cp>两个平台要分开规划：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>预注册走 Google Play\u003C/strong>，所以是安卓端的选项。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>分平台建广告系列\u003C/strong>，意味着预算、目标和学习期都要分开算。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>iOS 的衡量更难。\u003C/strong> Google 的应用广告系列最佳实践建议，iOS 广告系列要评估是否接入 SKAdNetwork 衡量框架，并考虑使用 ATT 授权弹窗和设备端转化衡量来提高可观测转化。iOS 报告的颗粒度会更粗，设目标时要把这点算进去。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>深度链接各不相同。\u003C/strong> 安卓用 App Links，iOS 用 Universal Links，需要在各自平台分别实现和校验。\u003C/li>\u003C/ul>\u003Ch2>不管走哪条路线，先把衡量做好\u003C/h2>\u003Cp>上面每条路线都只能朝它「看得见」的转化去优化。应用转化可以来自 Google Play、关联到 Google Ads 的 Google Analytics for Firebase，或第三方应用归因合作伙伴。\u003C/p>\u003Cp>如果你已经在用 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-measurement-partner-zh/\">移动归因合作伙伴（MMP）\u003C/a>，就直接关联它，不要同时维护两套口径，并想清楚哪些事件导入 Google Ads。SDK 需要采集哪些数据，见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-attribution-sdk-guide-2026/\">移动归因 SDK 集成指南\u003C/a>。每条路线的实操原则都一样：选一个能反映用户价值、发生频率又足够让系统学习的应用内事件，在开投前导入。\u003C/p>\u003Ch2>PWA 放在哪条路线\u003C/h2>\u003Cp>应用广告系列以应用商店详情页为基础，渐进式网页应用（PWA）用不了。PWA 本质上是网站，只能走网页广告系列：搜索、效果最大化、以网站为目标的需求开发广告系列和展示广告。对于不能或不想走应用商店分发的广告主，这是现实可行的路线，利弊分析见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/progressive-web-apps-for-advertising-zh/\">PWA 用于广告投放\u003C/a>。\u003C/p>\u003Ch2>常见误区\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>转化跟踪没通就开应用广告系列。\u003C/strong> 没有导入应用内转化，系统只能按安装优化，这是最浅的信号。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>以为一个广告系列能跨平台。\u003C/strong> 安卓和 iOS 要分开建广告系列、分开设预算和预期。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>照着视频行动广告系列的旧教程操作。\u003C/strong> 这种广告系列已并入需求开发广告系列。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>网页到应用连接用了重定向式深度链接。\u003C/strong> 只支持 App Links 和 Universal Links。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>把需求开发广告系列和应用广告系列当成可以互换。\u003C/strong> 应用广告系列把展示位置和素材组合交给 Google；需求开发广告系列把创意和渠道控制权交给你，两者解决的是不同问题。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>把 Google Ads 和 AdMob 搞混。\u003C/strong> 一个是买广告，一个是在自己应用里卖广告位。\u003C/li>\u003C/ul>\u003Ch2>常见问题\u003C/h2>\u003Ch3>不用应用广告系列，也能在 Google Ads 上推广移动应用吗？\u003C/h3>\u003Cp>可以。需求开发广告系列的广告目标里有「应用推广」；搜索、购物、效果最大化等网页广告系列也可以通过网页到应用连接，把点击送进已安装的应用。应用广告系列仍然是唯一专门围绕商店详情页、按安装或应用内操作出价的广告系列类型。\u003C/p>\u003Ch3>安卓和 iOS 需要分开建 Google Ads 广告系列吗？\u003C/h3>\u003Cp>实际操作中需要。一个应用广告系列对应一个平台上的一个应用，同时上架 Google Play 和 App Store 的应用，按平台各建一个广告系列。\u003C/p>\u003Ch3>Google Ads 的网页到应用连接是什么？\u003C/h3>\u003Cp>它是一组工具，让搜索、购物、效果最大化等网页广告系列在用户已安装应用时直接打开应用，而不是跳到移动网站。前提是安卓配置 App Links、iOS 配置 Universal Links，应用 SDK 已关联 Google Ads，并导入了应用内转化。\u003C/p>\u003Ch3>AdMob 属于 Google Ads 吗？\u003C/h3>\u003Cp>不属于。AdMob 是面向应用开发者的变现平台，用来在应用内展示广告获得收入；Google Ads 是广告主买广告的平台，包括推广应用的广告。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-ads-for-mobile-apps",{"en":754,"zh-CN":754},[781],{"id":42,"title":782,"site":783,"image":785,"mobileImage":795,"targetUrl":804,"enabled":750,"postDateFrom":805,"postDateTo":806,"updatedAt":807,"createdAt":808},"2026.10.20 Jakarta summit 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(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",1789367742956]