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谷歌广告转化追踪配置指南","link",{"linkType":618,"newTab":619,"url":620},"custom",false,"https://deepclick.com/zh-CN/resources/blog/bigcommerce-google-ads-conversion-tracking-zh/","6aa3a9f836441500c88651ae",{"detail":13,"format":13,"mode":14,"style":15,"text":623,"type":17,"version":18},"。",{"children":625,"direction":19,"format":15,"indent":13,"type":394,"version":18,"value":401},[626],{"detail":13,"format":13,"mode":14,"style":15,"text":627,"type":17,"version":18},"主要目标对应真实业务结果，而不是页面浏览这类微转化。",{"children":629,"direction":19,"format":15,"indent":13,"type":394,"version":18,"value":406},[630],{"detail":13,"format":13,"mode":14,"style":15,"text":631,"type":17,"version":18},"线索类广告主按帮助中心建议，考虑启用针对潜在客户的增强型转化，并区分「合格线索」「预约」等线索阶段。",{"children":633,"direction":19,"format":15,"indent":13,"type":394,"version":18,"value":413},[634],{"detail":13,"format":13,"mode":14,"style":15,"text":635,"type":17,"version":18},"计划使用尽可能提高转化价值或目标 ROAS 时，转化要回传价值。",{"children":637,"direction":19,"format":15,"indent":13,"type":394,"version":18,"value":451},[638,640,647],{"detail":13,"format":13,"mode":14,"style":15,"text":639,"type":17,"version":18},"账户层面的基础设置一开始就配对，可参考 ",{"children":641,"direction":19,"format":15,"indent":13,"type":616,"version":406,"fields":644,"id":646},[642],{"detail":13,"format":13,"mode":14,"style":15,"text":643,"type":17,"version":18},"Google Ads 开户设置指南",{"linkType":618,"newTab":619,"url":645},"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/","6aa3a9f836441500c88651af",{"detail":13,"format":13,"mode":14,"style":15,"text":623,"type":17,"version":18},{"children":649,"direction":19,"format":15,"indent":13,"type":394,"version":18,"value":660},[650,652,659],{"detail":13,"format":13,"mode":14,"style":15,"text":651,"type":17,"version":18},"UTM 参数和点击 ID 在跳转过程中不丢失，点击后的数据才能归因，做法见 ",{"children":653,"direction":19,"format":15,"indent":13,"type":616,"version":406,"fields":656,"id":658},[654],{"detail":13,"format":13,"mode":14,"style":15,"text":655,"type":17,"version":18},"广告链接追踪指南",{"linkType":618,"newTab":619,"url":657},"https://deepclick.com/zh-CN/resources/blog/link-tracking-for-ad-campaigns-2026-zh/","6aa3a9f836441500c88651b0",{"detail":13,"format":13,"mode":14,"style":15,"text":623,"type":17,"version":18},6,{"children":662,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[663],{"detail":13,"format":13,"mode":14,"style":15,"text":664,"type":17,"version":18},"帮助中心还提到，新建的 PMax 会经历学习期，Google AI 在此期间根据你提供的输入进行优化，但查阅的页面没有给出固定时长；上线初期尽量不要大幅改动目标和目标值。",{"children":666,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[667],{"detail":13,"format":13,"mode":14,"style":15,"text":668,"type":17,"version":18},"PMax 决定广告给谁看、在哪里展示；DeepClick 关注的是点击之后的环节，帮助团队管理着陆体验并做点击后的优化。",{"children":670,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":30},[671],{"detail":13,"format":13,"mode":14,"style":15,"text":672,"type":17,"version":18},"常见问题",{"children":674,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":677},[675],{"detail":13,"format":13,"mode":14,"style":15,"text":676,"type":17,"version":18},"效果最大化广告系列会取代搜索广告系列吗？","h3",{"children":679,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[680],{"detail":13,"format":13,"mode":14,"style":15,"text":681,"type":17,"version":18},"不一定。帮助中心把 PMax 描述为可以与基于关键词的搜索广告系列互补，搜索词命中完全匹配关键词时，搜索广告系列优先投放。",{"children":683,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":677},[684],{"detail":13,"format":13,"mode":14,"style":15,"text":685,"type":17,"version":18},"受众信号会限制谁能看到广告吗？",{"children":687,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[688],{"detail":13,"format":13,"mode":14,"style":15,"text":689,"type":17,"version":18},"不会。受众信号只是引导优化的建议，帮助中心明确说明 PMax 可能向信号之外、转化可能性高的相关受众展示广告。",{"children":691,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":677},[692],{"detail":13,"format":13,"mode":14,"style":15,"text":693,"type":17,"version":18},"每个素材组最多能加多少个搜索主题？",{"children":695,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[696],{"detail":13,"format":13,"mode":14,"style":15,"text":697,"type":17,"version":18},"根据 Google Ads 帮助中心，每个素材组最多 50 个。搜索主题是叠加式的，只会增加覆盖，不会限制投放范围。",{"children":699,"direction":19,"format":15,"indent":13,"type":29,"version":18,"tag":677},[700],{"detail":13,"format":13,"mode":14,"style":15,"text":701,"type":17,"version":18},"能阻止 PMax 把流量引到网站上无关的页面吗？",{"children":703,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[704],{"detail":13,"format":13,"mode":14,"style":15,"text":705,"type":17,"version":18},"可以。最终到达网址扩展默认开启，但你可以在广告系列设置中关闭它，或逐条、按规则排除特定网址。","root",{"id":708,"alt":709,"updatedAt":710,"createdAt":710,"url":711,"thumbnailURL":19,"filename":712,"mimeType":713,"filesize":714,"width":19,"height":19},1043,"A structured grid of manual campaign panels dissolving into a single automated delivery stream, illustrating the trade an Advantage+ campaign makes","2026-08-31T07:19:45.981Z","https://cms-r2.deepclick.com/cover-740-3ee57d8017d3.jpg","cover-740-3ee57d8017d3.jpg","application/octet-stream",243278,{"title":716,"description":717,"image":718},"效果最大化广告系列（Performance Max）指南 2026","Google 效果最大化广告系列指南：素材组、受众信号、搜索主题、出价、最终到达网址扩展、品牌排除与报告范围，均核对 Google Ads 帮助中心。",{"id":708,"alt":709,"updatedAt":710,"createdAt":710,"url":711,"thumbnailURL":19,"filename":712,"mimeType":713,"filesize":714,"width":19,"height":19},{"id":18,"key":720,"name":721,"prodHost":722,"testHost":723,"blogPath":724,"docPath":725,"zhPrefix":726,"deployHookTest":727,"deployHookProd":728,"brandAuthor":729,"brandKit":733,"enabled":737,"updatedAt":738,"createdAt":739},"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":401,"name":721,"avatar":730,"updatedAt":731,"createdAt":732},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":734,"accentColor":735,"tagline":736,"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-performance-max-guide",{"id":451,"name":743,"avatar":744,"updatedAt":751,"createdAt":751},"Mara Lindqvist",{"id":745,"alt":746,"updatedAt":747,"createdAt":747,"url":748,"thumbnailURL":19,"filename":749,"mimeType":713,"filesize":750,"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":753,"site":754,"titleZh":756,"titleEn":757,"slug":758,"order":451,"updatedAt":759,"createdAt":760},7,{"id":18,"key":720,"name":721,"prodHost":722,"testHost":723,"blogPath":724,"docPath":725,"zhPrefix":726,"deployHookTest":727,"deployHookProd":728,"brandAuthor":401,"brandKit":755,"enabled":737,"updatedAt":738,"createdAt":739},{"logoLight":19,"logoDark":19,"primaryColor":734,"accentColor":735,"tagline":736,"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","2026-09-11T07:13:09.673Z","2026-09-11T07:13:10.356Z","2026-09-11T07:12:46.308Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>效果最大化广告系列（Performance Max）是 Google Ads 以转化目标为导向的广告系列，一个系列覆盖 YouTube、展示、搜索、Discover、Gmail 和地图等全部广告资源。你提供目标、素材与受众信号，智能出价决定每次竞价投给谁、投在哪。\u003C/p>\u003Cp>很多人第一次开 PMax，会把它当成「把素材丢进去就自动跑」的黑盒。实际上，搭建阶段有几个决定会直接影响它往哪个方向学习：素材组怎么分、受众信号怎么给、搜索主题写什么、转化目标选哪些、出价要不要设目标值，以及最终到达网址扩展和品牌排除怎么配。下面按这个顺序讲清楚，最后说明报告能看到什么、看不到什么。文中的数字和限制均来自 2026 年 9 月查阅的 Google Ads 帮助中心页面，后台界面时常调整，以你账户内显示为准。\u003C/p>\u003Ch2>效果最大化广告系列是什么，投放到哪里\u003C/h2>\u003Cp>根据 Google Ads 帮助中心《About Performance Max campaigns》，效果最大化广告系列是一种以目标为导向的广告系列，单个系列即可使用全部 Google Ads 广告资源。帮助中心关于素材组的说明也写到，同一组素材可以组合成广告，投放到 Google 搜索、Google 地图、展示广告网络、YouTube、Gmail、Discover 以及 Google 合作伙伴网站。\u003C/p>\u003Cp>新建时可选的营销目标包括：销售、潜在客户、网站流量、本地门店访问和促销，也可以不按目标引导创建。出价交给智能出价：每次实时竞价时，系统根据转化的可能性出价。\u003C/p>\u003Cp>关于它和搜索广告系列的关系，本文只记一条：帮助中心说明，当搜索词命中搜索广告系列中的完全匹配关键词时，搜索广告系列优先于 PMax 投放。\u003C/p>\u003Cp>各层输入与自动化的分工大致如下：\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> 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> 你来设置 \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> 由 Google 自动化决定 \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> 目标与出价 \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> 转化目标、出价策略、可选目标值 \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> 每次竞价出多少 \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> 素材组 \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> 标题、描述、图片、视频、徽标、商品 Feed \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> 哪种组合出现在哪种广告格式 \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> 受众信号 \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> 建议的受众 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 实际向谁展示 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 搜索主题 \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> 客户常用的词和短语 \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> 额外覆盖哪些查询和展示位置 \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> 排除项 \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> 品牌列表、否定关键词、网址排除 \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> 未被排除的全部范围 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Ch2>素材组：PMax 的创意层\u003C/h2>\u003Cp>帮助中心把素材组（asset group）定义为围绕某个主题或某类目标受众的一组创意。同一素材组里的任意素材都可能互相组合，所以一个素材组最好只对应一条产品线、一项服务或一类人群，不要把不相关的卖点塞在一起。一个广告系列可以建多个素材组；接入 Merchant Center 的零售广告主，还可以在素材组里用商品组（listing groups）控制哪些商品参与投放。\u003C/p>\u003Cp>根据帮助中心《How asset groups work》，单个素材组的素材数量要求如下（「—」表示该页面未注明）：\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> 最少 \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> 建议 \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> 最多 \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> 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> 3 \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> 11 个及以上 \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> 15 \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 \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> 2 个及以上 \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> 5 \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> 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> 2 \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 个及以上 \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> 5 \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（全部类型合计） \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> — \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> — \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> 20 \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> 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> — \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> — \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> 5 \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（全部类型合计） \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> — \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> — \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> 15 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>后台的「广告效力」指标可以帮你判断素材组的素材是否足够。\u003C/p>\u003Cp>\u003Cstrong>写作建议：\u003C/strong> 每条标题都要能单独成立。素材会被组合使用，只有和某条描述搭配才读得通的标题，容易拼出别扭的广告。\u003C/p>\u003Ch2>受众信号是「信号」，不是定向\u003C/h2>\u003Cp>这是 PMax 最容易被误解的地方。帮助中心说明，受众信号是可选的受众建议，用来帮助 Google AI 朝你选择的目标优化；并且明确写到，如果信号之外的相关受众转化的可能性高，PMax 也可能向他们展示广告。\u003C/p>\u003Cp>换句话说，信号是给模型的起点提示，不是围栏。想让广告避开某类人群，靠受众信号做不到。\u003C/p>\u003Cp>帮助中心列出的信号类型：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>你的数据：\u003C/strong> 网站访客列表、应用用户列表、客户名单、视频观看者列表\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>自定义细分受众：\u003C/strong> 用关键词、网址或应用描述目标人群\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>人口统计特征\u003C/strong>\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>其他细分受众：\u003C/strong> 详细人口统计特征、人生大事、兴趣相似、有购买意向\u003C/li>\u003C/ul>\u003Cp>比较稳妥的起点是：先给出能描述「已经转化过的人」的数据，再补充用买家常搜的词、常访问的网站建立的自定义细分受众。\u003C/p>\u003Ch2>搜索主题：告诉 PMax 客户怎么搜\u003C/h2>\u003Cp>根据帮助中心《Use search themes with your Performance Max campaign》：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >每个素材组最多可添加 50 个搜索主题；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >搜索主题是可选的、叠加式的：它在 PMax 根据素材、Feed 和着陆页预测出的查询与展示位置之外追加覆盖，而不是把投放限制在这些词上；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >排除项和否定关键词依然生效；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >相对搜索广告系列，搜索主题的优先级与词组匹配、广泛匹配关键词相同；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >避免重复添加覆盖范围相近的词，帮助中心举的例子是 car 和 automobile。\u003C/li>\u003C/ul>\u003Cp>适合用搜索主题的情况，是你想让 PMax 覆盖它从着陆页和素材里不容易推断出来的意图，比如新上的产品线，或网站上着墨不多的使用场景。它不是带匹配类型控制的关键词列表。\u003C/p>\u003Ch2>转化目标与出价：效果最大化靠什么学习\u003C/h2>\u003Cp>PMax 朝着广告系列关联的转化目标优化。帮助中心提到，创建时会自动带入账户默认目标，你可以删除或补充。如果这些目标里混着页面浏览这类低价值动作，系统就会去优化它们，所以在 PMax 里，选目标比在手动管理的广告系列里更关键。\u003C/p>\u003Cp>根据帮助中心《Set your bidding preferences》，出价选项为：\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（Maximize conversions）\u003C/strong>，可选设置目标每次转化费用（Target CPA）；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>尽可能提高转化价值（Maximize conversion value）\u003C/strong>，可选设置目标 ROAS（Target ROAS）。如果转化带有价值数据，帮助中心建议使用这一项。\u003C/li>\u003C/ul>\u003Cp>两个值得留意的细节：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>目标值的执行方式有变化。\u003C/strong> 帮助中心《Changes to target based bid strategies》说明，自 2026 年 8 月 17 日起，PMax 等多种广告系列类型中基于目标值的出价策略，会更一致地朝你设定的目标值执行，调整预算后也是如此；原本明显优于目标的广告系列会向目标值靠拢。因此，目标值应填你真实愿意承担的水平。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>新客户获取。\u003C/strong> 可以选择只针对新客户出价。帮助中心注明，这需要一个在至少一个网络中拥有至少 1,000 名活跃成员的受众群体。\u003C/li>\u003C/ol>\u003Ch2>最终到达网址扩展与品牌排除\u003C/h2>\u003Cp>这两个设置决定流量落到哪个页面、要不要参与品牌词竞价。\u003C/p>\u003Cp>\u003Cstrong>最终到达网址扩展（Final URL expansion）。\u003C/strong> 根据帮助中心《About Final URL expansion in Performance Max》，该功能默认开启：系统会根据用户的搜索意图，把你的最终到达网址替换为同一域名下更相关的着陆页；开启文字自定义时，还可能根据着陆页内容生成标题和描述。你可以：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >在创建时或之后在广告系列设置中关闭它；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >保持开启，但逐条排除特定网址，或用规则排除网址；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >提供页面 Feed，帮助中心说明它有助于确认这些网址已被收录，但不会把投放限制在 Feed 内的网址。\u003C/li>\u003C/ul>\u003Cp>招聘页、客服帮助页、登录页、法律条款页这类很少带来转化的页面，通常是排除的首选。素材报告里的「Expanded Final URL assets」标签页可以看到哪些素材搭配了哪些扩展网址。\u003C/p>\u003Cp>\u003Cstrong>品牌排除（Brand exclusions）。\u003C/strong> 品牌排除通过品牌列表在广告系列层级设置。帮助中心《Apply brand exclusions to Performance Max or Search campaigns》说明，对 PMax 而言，品牌排除只作用于搜索、购物和 YouTube 搜索广告资源；另有一个选项，允许购物广告继续出现在提及已排除品牌的搜索中。帮助中心的 PMax 常见问题还提到，品牌排除能覆盖拼写错误等变体，这是否定关键词做不到的。要不要排除自家品牌词没有标准答案：排除后 PMax 更集中于非品牌需求，同时帮助中心建议持续观察排除对覆盖面和转化的影响。\u003C/p>\u003Ch2>报告：能看到什么，看不到什么\u003C/h2>\u003Cp>PMax 的报告补充了不少，但整体仍是「看结果」多于「给你调节手柄」。\u003C/p>\u003Cp>\u003Cstrong>能看到的（据 Google Ads 帮助中心）：\u003C/strong>\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>渠道效果报告：\u003C/strong> 在「Insights and reports」下，包含效果摘要、渠道对目标的贡献图和渠道分布表，按 Google 搜索、展示广告网络、YouTube、Discover、地图、Gmail、搜索网络合作伙伴拆分，指标包括展示次数、点击次数、转化次数、转化价值和费用；可查看 2025 年 6 月 6 日之后的任意日期范围。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>搜索字词报告：\u003C/strong> 名为「Search terms and landing pages for Performance Max」，展示触发广告的实际搜索字词及对应着陆页、广告格式；数据从 2023 年 3 月开始提供。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>素材报告：\u003C/strong> 可按单个素材、素材组、广告系列或跨多个广告系列比较效果，包括文字自定义生成的素材。\u003C/li>\u003C/ul>\u003Cp>\u003Cstrong>看不到或只能部分看到的：\u003C/strong>\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >不能按关键词、展示位置或渠道手动出价，每次竞价的出价由智能出价决定；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >不能把投放限定在受众信号之内，因为 PMax 可以投到信号之外；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >搜索字词报告中不含门店访问和门店销售转化；渠道效果报告里各门店的线下转化是汇总数，不按单个门店拆分；\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >购物广告只有在按「使用商品数据的广告」细分时，才会在渠道效果报告中显示。\u003C/li>\u003C/ul>\u003Ch2>什么情况适合用 PMax，上线前要准备什么\u003C/h2>\u003Cp>帮助中心的 PMax 常见问题提到，它适合希望跨多个渠道获取转化、获取新客户、做潜在客户开发，或有门店目标的零售广告主，以及更看整体结果、不执着于单一渠道指标的团队。反过来，如果你需要逐个控制搜索词、展示位置或渠道，或者还分不清哪些转化对业务真正有价值，PMax 就不太合适。\u003C/p>\u003Cp>真正的前提是转化追踪的质量。上线前逐项核对：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >Google 代码已安装，每个转化操作都能正确触发，帮助中心的新手指南介绍了 Google 代码和事件代码段的配置。平台接入示例可参考 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/bigcommerce-google-ads-conversion-tracking-zh/\">BigCommerce 谷歌广告转化追踪配置指南\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >主要目标对应真实业务结果，而不是页面浏览这类微转化。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >线索类广告主按帮助中心建议，考虑启用针对潜在客户的增强型转化，并区分「合格线索」「预约」等线索阶段。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >计划使用尽可能提高转化价值或目标 ROAS 时，转化要回传价值。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >账户层面的基础设置一开始就配对，可参考 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/\">Google Ads 开户设置指南\u003C/a>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >UTM 参数和点击 ID 在跳转过程中不丢失，点击后的数据才能归因，做法见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/link-tracking-for-ad-campaigns-2026-zh/\">广告链接追踪指南\u003C/a>。\u003C/li>\u003C/ol>\u003Cp>帮助中心还提到，新建的 PMax 会经历学习期，Google AI 在此期间根据你提供的输入进行优化，但查阅的页面没有给出固定时长；上线初期尽量不要大幅改动目标和目标值。\u003C/p>\u003Cp>PMax 决定广告给谁看、在哪里展示；DeepClick 关注的是点击之后的环节，帮助团队管理着陆体验并做点击后的优化。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>效果最大化广告系列会取代搜索广告系列吗？\u003C/h3>\u003Cp>不一定。帮助中心把 PMax 描述为可以与基于关键词的搜索广告系列互补，搜索词命中完全匹配关键词时，搜索广告系列优先投放。\u003C/p>\u003Ch3>受众信号会限制谁能看到广告吗？\u003C/h3>\u003Cp>不会。受众信号只是引导优化的建议，帮助中心明确说明 PMax 可能向信号之外、转化可能性高的相关受众展示广告。\u003C/p>\u003Ch3>每个素材组最多能加多少个搜索主题？\u003C/h3>\u003Cp>根据 Google Ads 帮助中心，每个素材组最多 50 个。搜索主题是叠加式的，只会增加覆盖，不会限制投放范围。\u003C/p>\u003Ch3>能阻止 PMax 把流量引到网站上无关的页面吗？\u003C/h3>\u003Cp>可以。最终到达网址扩展默认开启，但你可以在广告系列设置中关闭它，或逐条、按规则排除特定网址。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/google-performance-max-guide",{"en":741,"zh-CN":741},[768],{"id":406,"title":769,"site":770,"image":772,"mobileImage":782,"targetUrl":791,"enabled":737,"postDateFrom":792,"postDateTo":793,"updatedAt":794,"createdAt":795},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":720,"name":721,"prodHost":722,"testHost":723,"blogPath":724,"docPath":725,"zhPrefix":726,"deployHookTest":727,"deployHookProd":728,"brandAuthor":401,"brandKit":771,"enabled":737,"updatedAt":738,"createdAt":739},{"logoLight":19,"logoDark":19,"primaryColor":734,"accentColor":735,"tagline":736,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":773,"alt":774,"updatedAt":775,"createdAt":775,"url":776,"thumbnailURL":19,"filename":777,"mimeType":778,"filesize":779,"width":780,"height":781},1069,"TrafficTalking Jakarta summit 2026.10.20 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