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Lindqvist",{"id":574,"alt":575,"updatedAt":576,"createdAt":576,"url":577,"thumbnailURL":19,"filename":578,"mimeType":542,"filesize":579,"width":19,"height":19},923,"Mara Lindqvist — SEO & content strategist","2026-07-27T07:17:15.590Z","https://cms-r2.deepclick.com/gpt_1785136338870_0-0c5adc97a65e.png","gpt_1785136338870_0-0c5adc97a65e.png",2203214,"2026-07-27T07:17:17.300Z",{"id":136,"site":582,"titleZh":584,"titleEn":585,"slug":586,"order":126,"updatedAt":587,"createdAt":588},{"id":18,"key":549,"name":550,"prodHost":551,"testHost":552,"blogPath":553,"docPath":554,"zhPrefix":555,"deployHookTest":556,"deployHookProd":557,"brandAuthor":58,"brandKit":583,"enabled":566,"updatedAt":567,"createdAt":568},{"logoLight":19,"logoDark":19,"primaryColor":563,"accentColor":564,"tagline":565,"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","2026-09-14T03:21:24.131Z","2026-09-14T03:21:26.710Z","2026-09-14T03:20:34.381Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>Google Ads 智能出价（Smart Bidding）是一组自动出价策略：由 Google AI 在每一次竞价中单独设定出价，目标是转化次数或转化价值。本文讲清四种智能出价策略、它背后用到的信号、每种策略需要什么数据、学习期怎么运作，以及出价交给系统之后你手里还剩哪些可控设置。\u003C/p>\u003Ch2>什么是 Google Ads 智能出价\u003C/h2>\u003Cp>根据 Google Ads 帮助中心「关于智能出价」的说明，智能出价是指借助 Google AI、在每一次竞价中针对转化或转化价值进行优化的出价策略，Google 把这种能力称为"竞价时出价"。它不再是每个关键词一个出价、每周手动调一次，而是估算每一次具体竞价的转化可能性，再按这次竞价出价。\u003C/p>\u003Cp>这会改变投放人的工作内容。手动出价时，你管的是出价本身；用智能出价时，你管的是输入：哪些动作算转化、每个转化值多少、广告系列有多少预算、目标设成多少。\u003C/p>\u003Ch2>智能出价的四种策略\u003C/h2>\u003Cp>Google Ads 帮助中心列出的四种智能出价策略是：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>尽可能提高转化次数\u003C/strong>：在花完预算的前提下争取最多的转化。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>尽可能提高转化价值\u003C/strong>：在预算内争取最高的总转化价值，需要有转化价值数据。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>目标每次转化费用（Target CPA，tCPA）\u003C/strong>：在你设定的每次转化费用附近，争取尽可能多的转化。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>目标广告支出回报率（Target ROAS，tROAS）\u003C/strong>：在达到你设定的广告支出回报率的同时，尽量提高转化价值。\u003C/li>\u003C/ul>\u003Cp>前两种的思路是花完预算、追求量或价值；后两种在此基础上加了一个效率目标。看老教程时要留意命名变化：Google Ads 帮助中心说明，自 2026 年 6 月起，"尽可能提高转化次数（设置目标每次转化费用）"改标为"目标每次转化费用"，"尽可能提高转化价值（设置目标广告支出回报率）"改标为"目标广告支出回报率"。Google 表示这只是名称调整，策略行为不变，账户无需任何操作。\u003C/p>\u003Cp>两种目标型策略之间怎么选，是另一个独立的决策，我们在\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/target-cpa-vs-target-roas/\">目标每次转化费用与目标广告支出回报率对比\u003C/a>一文中单独展开。本文只讲整个智能出价体系。\u003C/p>\u003Ch2>智能出价在竞价时参考哪些信号\u003C/h2>\u003Cp>智能出价看的不只是关键词。Google Ads 帮助中心列出的情境信号包括：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >设备、实际位置和位置意图\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >星期几和一天中的时段\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >是否在再营销列表中\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >广告特征和界面语言\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >浏览器和操作系统\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >用户实际搜索的查询内容\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >搜索网络合作伙伴、网站展示位置和网站行为\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"8\"\n        >在适用情况下的商品属性、价格竞争力和季节性\u003C/li>\u003C/ul>\u003Cp>这带来两个直接后果。第一，过去手动设置的设备、时段调整不再是主要抓手，因为系统已经在每次竞价中权衡这些信号。第二，你喂给系统的转化数据质量，决定了这些信号被权衡得好不好。\u003C/p>\u003Ch2>切换到智能出价之前要准备什么\u003C/h2>\u003Cp>你告诉系统什么算转化，智能出价就朝什么优化。转化定义如果松散，自动化只会高效地放大错误的东西。\u003C/p>\u003Cp>先检查这几项前提：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>可靠的转化跟踪。\u003C/strong> 主要转化操作应该对应真实业务结果，而不是页面浏览或按钮点击。电商站要确认每笔购买只记一次、金额正确，可以参考我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/bigcommerce-google-ads-conversion-tracking-zh/\">BigCommerce Google Ads 转化跟踪配置\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>想按价值出价，就要有价值。\u003C/strong> 尽可能提高转化价值和目标广告支出回报率，都需要能反映每次转化真实价值的转化价值。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>足够判断效果的量。\u003C/strong> Google Ads 帮助中心建议在较长周期内评估智能出价效果：至少 30 次转化（例如一个月或更长），目标广告支出回报率则为 50 次转化。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>与目标匹配的预算。\u003C/strong> "尽可能提高"类策略的设计就是花完预算。预算远低于目标所需水平时，无论用哪种策略，量都会被卡住。日预算实际怎么花，见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-budget-pacing/\">Google Ads 预算消耗节奏指南\u003C/a>。\u003C/li>\u003C/ol>\u003Cp>不同策略的数据门槛也不一样。Google Ads 帮助中心「关于目标每次转化费用出价」写明，广告主可以在没有转化历史的情况下开始使用目标每次转化费用；而「关于目标广告支出回报率出价」对搜索和购物广告系列列出的要求是过去 30 天内至少 15 次转化。\u003C/p>\u003Ch2>智能出价的学习期怎么运作\u003C/h2>\u003Cp>新建或修改出价策略后，广告系列可能显示"学习中"状态。Google Ads 帮助中心说明，出价策略可能需要大约 50 次转化事件或 3 个转化周期来完成校准；转化数据越多，可能越快。\u003C/p>\u003Cp>Google 列出的"学习中"原因有四类：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>新策略\u003C/strong>：出价策略刚创建或重新启用\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>设置更改\u003C/strong>：出价策略的某项设置被修改\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>构成更改\u003C/strong>：出价策略中增加或移除了广告系列、广告组或关键词\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>广告组目标更改\u003C/strong>：适用于购物广告系列\u003C/li>\u003C/ul>\u003Cp>由此得出的操作原则是：改动要打包做。第一天改目标、第二天改预算、第三天改关键词，会让校准一次次重来，你也永远看不清任何一个改动的真实效果。如果是大改动，比如把一个成熟广告系列换成另一种策略，可以用广告系列实验把新设置和原设置并行对比，而不是一次性全部切换。\u003C/p>\u003Cp>Google 还提到，状态不再显示"学习中"之后算法仍在持续学习，所以这个标签消失并不是可以马上再动手改的信号。\u003C/p>\u003Ch2>用了智能出价，你仍然能控制什么\u003C/h2>\u003Cp>自动化并没有拿走所有抓手，下面这些依然会影响结果：\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> 可控设置 \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> 作用 \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> 什么时候用 \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> 转化目标 \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> 决定出价策略朝哪些动作优化 \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> 任何出价改动之前先检查 \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> 目标每次转化费用或目标广告支出回报率 \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> 设定策略追求的效率水平 \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> 有明确的成本或回报门槛时 \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> 预算 \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> 限制花费，也就限制了量 \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> 放量或保利润时 \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> 季节性调整 \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> 提前告诉系统短期转化率会变化 \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> 短期大促或限时活动 \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> 数据排除 \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> 让系统忽略一段转化数据有问题的时期 \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> 转化跟踪故障之后 \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> 组合出价策略 \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> 多个广告系列共用一套策略和目标 \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> 多个广告系列服务同一个目标时 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>关于季节性调整，Google 的建议是适合约 1 到 7 天的短期活动，超过 14 天的时期效果可能不理想。它适合闪购，不适合整个季度。数据排除解决的是相反的问题：针对过去跟踪出故障的时段，频繁使用反而会削弱策略学习所用的数据。\u003C/p>\u003Cp>使用目标广告支出回报率的搜索广告系列还可以开启"智能出价探索"（Smart Bidding Exploration）。Google Ads 帮助中心的说明是：它借助 Google AI 对可能表现好的搜索查询出价，仅适用于采用目标广告支出回报率的搜索广告系列，你给回报率目标留出一定容差，换取触达更多新查询。\u003C/p>\u003Ch2>2026 年 8 月目标型策略的变化\u003C/h2>\u003Cp>Google Ads 帮助中心「目标型出价策略的变化」说明：2026 年 8 月 17 日起，Google 更新了出价系统，让效果更稳定地贴合你设定的目标，包括在调整预算时。这次变化针对的是采用目标每次转化费用或目标广告支出回报率、且受预算限制的广告系列。过去大幅优于设定目标的广告系列，现在可能会更接近目标本身。\u003C/p>\u003Cp>更新覆盖搜索、购物、效果最大化、需求开发、展示、酒店和旅游广告系列；应用广告系列以及视频覆盖面和视频观看广告系列沿用原有行为。Google 还从 2026 年 7 月 6 日起提供"出价目标调整工具"，展示近期表现并让你更新目标，同时明确表示不会自动调整你的目标或预算。\u003C/p>\u003Cp>实际含义是：目标要设成你真正愿意付出的成本或真正需要的回报，因为系统现在会更紧地贴着它跑。\u003C/p>\u003Ch2>效果最大化等其他广告系列中的智能出价\u003C/h2>\u003Cp>智能出价并不局限于搜索广告。效果最大化广告系列用的也是这两大类：尽可能提高转化次数（可选设置目标每次转化费用）、尽可能提高转化价值（可选设置目标广告支出回报率）。那里的手动控制更少，选对转化目标就更关键，详见我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-performance-max-guide/\">效果最大化广告系列指南\u003C/a>。\u003C/p>\u003Cp>出价也只是竞价的输入之一，广告评级还取决于广告质量，质量得分这个诊断指标怎么读，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-quality-score/\">Google Ads 质量得分详解\u003C/a>。如果是从零搭建账户，先把结构性决定定下来，\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/\">Google Ads 开户设置指南\u003C/a>讲了哪些选项事后很难改。\u003C/p>\u003Ch2>上线智能出价的实操顺序\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >梳理转化操作，只把真实业务结果设为主要转化。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >先用尽可能提高转化次数或尽可能提高转化价值，在当前预算下积累数据。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >在一段稳定期内衡量效果后，再按广告系列的实际水平加上目标每次转化费用或目标广告支出回报率。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >小步调整目标，每次调整之间给学习期留出时间。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >大改动用实验，短期活动用季节性调整，跟踪故障后用数据排除。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >评估效果时考虑转化延迟，不要只看改动后的头几天。\u003C/li>\u003C/ol>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Google Ads 智能出价是什么？\u003C/h3>\u003Cp>智能出价是一组借助 Google AI、在每次竞价中设定出价的自动出价策略，优化目标是转化次数或转化价值。四种策略分别是尽可能提高转化次数、尽可能提高转化价值、目标每次转化费用和目标广告支出回报率。\u003C/p>\u003Ch3>智能出价的学习期要多久？\u003C/h3>\u003Cp>Google Ads 帮助中心说明，出价策略可能需要大约 50 次转化事件或 3 个转化周期来校准；转化数据多的广告系列会更快。所以时长取决于转化量和转化延迟，而不是固定天数。\u003C/p>\u003Ch3>用智能出价必须有转化历史吗？\u003C/h3>\u003Cp>看策略。Google Ads 帮助中心说明目标每次转化费用可以在没有转化历史的情况下开始使用；目标广告支出回报率在搜索和购物广告系列中列出的要求是过去 30 天至少 15 次转化，并且需要转化价值。\u003C/p>\u003Ch3>智能出价一定比手动出价好吗？\u003C/h3>\u003Cp>不一定。转化跟踪准确、转化量足够时，智能出价效果较好；跟踪不可靠或量很小时，它可能朝错误的信号优化。所以先把衡量体系修好，再切换。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide",{"zh-CN":570,"en":570},[596],{"id":65,"title":597,"site":598,"image":600,"mobileImage":610,"targetUrl":619,"enabled":566,"postDateFrom":620,"postDateTo":621,"updatedAt":622,"createdAt":623},"2026.10.20 Jakarta summit 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