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搜索广告回应的是用户刚输入的查询；展示广告出现在用户阅读、观看或使用应用的过程中，大部分曝光面对的都是当下并没有在找你的人。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>规模不等于质量。\u003C/strong> 这么大的网络里，优质媒体和低注意力版面并存。展示广告管理的很大一部分工作，是决定「不在哪里展示」。\u003C/li>\u003C/ul>\u003Ch2>2026 年触达展示广告网络的几种方式\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> 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> 怎么用到展示广告网络 \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> 对版面的控制力 \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> 2026 年状态 \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> 展示广告系列 \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> 只投展示广告网络 \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> 最高：受众、内容、展示位置定位与排除 \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> 正在并入需求开发广告系列，2026 年 6 月起提供迁移工具 \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 \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> 展示广告网络是与 YouTube、Discover、Gmail 并列的一个渠道 \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> 按广告组设渠道控制，支持受众与内容定位、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> 展示广告购买的长期归宿 \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> 展示库存只是众多 Google 渠道之一 \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> 低：素材组、信号、账号级排除 \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> 正常可用 \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 \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> 展示广告网络是应用广告的投放版面之一 \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> 低：自动投放 \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> 正常可用 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>如果你明确要投展示广告，眼下的选择是展示广告系列或需求开发广告系列。效果最大化和应用广告系列虽然也能触达同一片库存，但它是混在多渠道预算里的。效果最大化怎么分配流量，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>；应用推广这一侧，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-for-mobile-apps/\">Google Ads 移动应用推广指南\u003C/a>。\u003C/p>\u003Ch2>2026 年的变化：展示广告系列并入需求开发广告系列\u003C/h2>\u003Cp>2026 年 5 月 26 日，Google 宣布 Google 展示广告将转入需求开发广告系列，广告主以后通过需求开发广告系列管理自己在展示广告网络上的投放。Google Ads 帮助中心的迁移说明给出的顺序是：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>2026 年 6 月：\u003C/strong> 迁移工具开始分阶段向符合条件的广告主开放，可以直接升级正在投放的广告系列，并带过去最多 42 天的效果历史。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>之后：\u003C/strong> 新的展示广告只能在需求开发广告系列里创建，剩余符合条件的广告系列会被自动迁移。Google 的公告称整个过渡预计在 2027 年前完成。\u003C/li>\u003C/ul>\u003Cp>这件事不是一夜之间发生的。需求开发广告系列更早就拿到了展示广告网络的流量：2025 年 3 月起可以按广告组选择 YouTube、Discover、Gmail 或 Google 展示广告网络；2025 年 4 月起，已开启该渠道的需求开发广告组里的图片广告开始在展示广告网络上投放。\u003C/p>\u003Cp>实际操作里要注意：不是所有展示广告功能都能在需求开发广告系列里用。Google 的迁移说明列出的不支持项包括：\u003Cstrong>人工每次点击费用（Manual CPC）\u003C/strong>、\u003Cstrong>按可见展示次数出价（vCPM）\u003C/strong>、\u003Cstrong>按转化付费\u003C/strong>、\u003Cstrong>出价调整\u003C/strong>和\u003Cstrong>组合出价策略\u003C/strong>、\u003Cstrong>组合受众\u003C/strong>，以及展示广告网络的\u003Cstrong>品牌提升（Brand Lift）衡量\u003C/strong>；上传的 HTML5 展示广告和第三方广告标注为即将支持。迁移前，先列出现有广告系列依赖了哪些功能，并提前规划替代方案，比如从人工每次点击费用切到智能出价。\u003C/p>\u003Ch2>展示广告网络的定位方式\u003C/h2>\u003Cp>展示广告的定位分三类，不同广告系列类型里的组合方式有所不同。\u003C/p>\u003Ch3>受众定位\u003C/h3>\u003Cp>受众细分针对的是「人」而不是页面：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>自有数据：\u003C/strong> 网站和应用访问者（再营销）以及客户匹配名单。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>自定义细分：\u003C/strong> 按对方感兴趣的搜索词、网站或应用来描述人群。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>Google 的细分：\u003C/strong> 兴趣与习惯（兴趣相似）、正在研究购买的人（有购买意向）、详细受众特征。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>类似细分（需求开发广告系列）：\u003C/strong> 以种子名单为基础，扩展到特征相近的人群。\u003C/li>\u003C/ul>\u003Ch3>内容定位\u003C/h3>\u003Cp>内容定位选的是页面和应用本身：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>关键字：\u003C/strong> 把广告匹配到与这些词相关的网站和视频。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>主题：\u003C/strong> 较宽泛的内容类别。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>展示位置：\u003C/strong> 你指定的具体网站、应用或 YouTube 频道。\u003C/li>\u003C/ul>\u003Cp>Google Ads 帮助中心提到一个需求开发广告系列的细节：开启关键字或主题定位后，广告不会在展示广告网络以外的库存上投放。也就是说，在需求开发广告系列里用内容定位，收窄的不只是人群，还有渠道范围。\u003C/p>\u003Ch3>优化型定位\u003C/h3>\u003Cp>优化型定位允许 Google 在你选定的细分之外，寻找在广告系列目标下更可能转化的人。Google Ads 帮助中心的描述是：让广告系列可以灵活探索哪些客户最有可能转化。转化跟踪扎实、目标是效果时它最有用；如果是定义很严格的再营销或品牌类广告系列，要想清楚是否开启。\u003C/p>\u003Ch2>素材：以自适应展示广告为主\u003C/h2>\u003Cp>展示广告网络上的大部分广告是\u003Cstrong>自适应展示广告\u003C/strong>：你上传素材，Google 按每个版面自动拼装成合适的广告。Google Ads 帮助中心给出的规格如下：\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> 素材 \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> 规格 \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> 横向图片 \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> 1.91:1，建议 1200 x 628，最小 600 x 314 \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> 方形图片 \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> 1:1，建议 1200 x 1200，最小 300 x 300 \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> 横向徽标 \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> 4:1，建议 1200 x 300，最小 512 x 128 \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> 方形徽标 \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> 1:1，建议 1200 x 1200，最小 128 x 128 \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> 图片与徽标文件大小 \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> 不超过 5120 KB \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> 短标题 \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> 1 到 5 个，每个不超过 30 个字符 \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> 长标题 \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> 1 个，不超过 90 个字符 \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> 广告内容描述 \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> 1 到 5 个，每个不超过 90 个字符 \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> 商家名称和最终到达网址 \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> 必填 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>实操建议：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>两种图片比例、两种徽标形状都要传。\u003C/strong> 缺格式会限制广告能投的版面。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>图片里不要放文字。\u003C/strong> 标题和描述是独立素材，图片里的文字在小尺寸版面上会被裁掉或看不清。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>每个标题都要能单独成立。\u003C/strong> 任何标题都可能和任何描述搭配出现。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>准备迁移到需求开发广告系列，就补上视频。\u003C/strong> 需求开发广告系列可以在同一个广告系列里组合图片、视频和轮播格式。\u003C/li>\u003C/ul>\u003Ch2>出价与预算\u003C/h2>\u003Cp>展示广告系列和需求开发广告系列都支持智能出价策略，比如尽可能提高转化次数、目标每次转化费用（目标 CPA）、尽可能提高转化价值、目标 ROAS，以及尽可能争取更多点击次数。这些策略怎么学习，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>；在两个目标型策略之间怎么选，见 \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>\u003Cp>展示广告特有的三点：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>人工每次点击费用、vCPM 和按转化付费只在展示广告系列里有。\u003C/strong> 如果你的广告系列依赖它们，迁移前第一件事就是想好替代方案。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>展示广告预算容易花得快。\u003C/strong> 库存量大，定位宽泛时日预算很快就会用完。日预算在一个月里怎么消耗，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-budget-pacing/\">Google Ads 预算消耗节奏\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>质量得分是搜索关键字的诊断指标。\u003C/strong> 它在展示广告上的作用方式不同。评估展示广告效果，看转化、版面质量和素材，而不是质量得分。质量得分适用于哪里，见我们的 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-quality-score/\">质量得分指南\u003C/a>。\u003C/li>\u003C/ul>\u003Ch2>让预算花在想要的版面上\u003C/h2>\u003Cp>网络规模太大，版面清理是持续性的工作，不是搭建时做一次就完事：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>看广告实际展示在哪里。\u003C/strong> Google Ads 的展示位置报告会列出投放过你广告的网站、应用和视频。新广告系列上线的第一个月，建议每周看一次。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>排除不合适的版面。\u003C/strong> 只带来点击、不带来转化的网站和应用加进展示位置排除；不适合品牌的主题用内容排除。账号级排除列表可以作用于多个广告系列，包括效果最大化广告系列。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>重点盯移动应用版面。\u003C/strong> 应用里的误触可能带来停留极短的点击。扩量前，先按版面类型对比互动率和转化率。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>拉新和再营销分开建。\u003C/strong> 两者的成本和转化率表现差别很大，混在一个广告系列里会把两边的真实情况都掩盖掉。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>想清楚怎么对待浏览型转化。\u003C/strong> 展示广告可以记录「看过广告但没点击」的人后来产生的转化。把它和点击型转化分开报告，才知道每个结果是什么带来的。\u003C/li>\u003C/ol>\u003Ch2>搭建检查清单\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >转化跟踪已跑通，主要转化能反映真实业务价值。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >再营销受众在开投前已经开始积累数据。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >已经在展示广告系列和需求开发广告系列之间做出选择，并清楚新的展示广告购买正在转向需求开发广告系列。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >自适应展示广告的素材包含两种图片比例、两种徽标形状，以及多个标题和描述。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >账号级展示位置排除和内容排除已经就位。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >第一个月的每周版面复查已排进日程。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >如果现在还在跑展示广告系列，已经列出迁移到需求开发广告系列后无法沿用的功能。\u003C/li>\u003C/ul>\u003Ch2>常见误区\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>把展示广告网络当搜索网络来用。\u003C/strong> 展示广告触达的是没在搜索的人，点击率天然更低，应该按转化和辅助价值来评估。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>不设排除就大范围开投。\u003C/strong> 默认覆盖面非常大，排除设置才让它变得可用。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>只上传一种图片尺寸。\u003C/strong> 缺比例会限制覆盖，也会拉低广告质量。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>围绕人工每次点击费用或 vCPM 设计新策略。\u003C/strong> 这些选项不会带到需求开发广告系列里。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>忽视迁移时间表。\u003C/strong> 等着被自动迁移，意味着改动按 Google 的节奏发生，而不是你的节奏。\u003C/li>\u003C/ul>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Google 展示广告网络和搜索网络有什么区别？\u003C/h3>\u003Cp>搜索网络根据用户的查询，在 Google 搜索结果和搜索网络合作伙伴网站上展示广告；展示广告网络则在用户浏览第三方网站、使用应用或观看视频时展示广告，作用是扩大认知和再营销覆盖，而不是回应主动搜索。\u003C/p>\u003Ch3>Google 展示广告网络会消失吗？\u003C/h3>\u003Cp>不会。网络本身继续存在，变化的是购买方式：展示广告系列正在迁入需求开发广告系列，在那里 Google 展示广告网络是与 YouTube、Discover、Gmail 并列的一个渠道。\u003C/p>\u003Ch3>能指定展示广告出现在哪些网站上吗？\u003C/h3>\u003Cp>可以。展示位置定位可以指定具体网站、应用或 YouTube 频道，展示位置排除可以屏蔽不想要的版面；也可以通过展示位置报告查看广告实际投放在哪里。\u003C/p>\u003Ch3>效果最大化广告系列会在展示广告网络上投放吗？\u003C/h3>\u003Cp>会。效果最大化广告系列在 Google 各渠道投放，包括展示库存，但没有单独的展示定位和预算。需要直接控制展示版面时，用展示广告系列或需求开发广告系列。\u003C/p>\u003Ch3>什么是自适应展示广告？\u003C/h3>\u003Cp>自适应展示广告由 Google 根据你提供的图片、徽标、标题和描述自动拼装，按展示广告网络上每个版面调整尺寸和格式。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-display-network-guide",{"zh-CN":804,"en":804},[830],{"id":205,"title":831,"site":832,"image":834,"mobileImage":844,"targetUrl":853,"enabled":800,"postDateFrom":854,"postDateTo":855,"updatedAt":856,"createdAt":857},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":783,"name":784,"prodHost":785,"testHost":786,"blogPath":787,"docPath":788,"zhPrefix":789,"deployHookTest":790,"deployHookProd":791,"brandAuthor":54,"brandKit":833,"enabled":800,"updatedAt":801,"createdAt":802},{"logoLight":19,"logoDark":19,"primaryColor":797,"accentColor":798,"tagline":799,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":835,"alt":836,"updatedAt":837,"createdAt":837,"url":838,"thumbnailURL":19,"filename":839,"mimeType":840,"filesize":841,"width":842,"height":843},1069,"TrafficTalking Jakarta summit 2026.10.20 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