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",{"children":617,"direction":19,"format":15,"indent":13,"type":41,"version":18,"backgroundColor":19,"colSpan":18,"headerState":13,"rowSpan":18},[618],{"children":619,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[620],{"detail":13,"format":13,"mode":14,"style":15,"text":621,"type":17,"version":18}," 先跑提升实验再加预算 ",{"children":623,"direction":19,"format":15,"indent":13,"type":41,"version":18,"backgroundColor":19,"colSpan":18,"headerState":13,"rowSpan":18},[624],{"children":625,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[626],{"detail":13,"format":13,"mode":14,"style":15,"text":627,"type":17,"version":18}," 功劳归属不等于增量 ",{"children":629,"direction":19,"format":15,"indent":13,"type":54,"version":18},[630,636,642],{"children":631,"direction":19,"format":15,"indent":13,"type":41,"version":18,"backgroundColor":19,"colSpan":18,"headerState":13,"rowSpan":18},[632],{"children":633,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[634],{"detail":13,"format":13,"mode":14,"style":15,"text":635,"type":17,"version":18}," 转化追踪还不可靠 ",{"children":637,"direction":19,"format":15,"indent":13,"type":41,"version":18,"backgroundColor":19,"colSpan":18,"headerState":13,"rowSpan":18},[638],{"children":639,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[640],{"detail":13,"format":13,"mode":14,"style":15,"text":641,"type":17,"version":18}," 先修追踪，从搜索起步 ",{"children":643,"direction":19,"format":15,"indent":13,"type":41,"version":18,"backgroundColor":19,"colSpan":18,"headerState":13,"rowSpan":18},[644],{"children":645,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[646],{"detail":13,"format":13,"mode":14,"style":15,"text":647,"type":17,"version":18}," Performance Max 围绕转化目标优化 ",{"children":649,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[650,652,659],{"detail":13,"format":13,"mode":14,"style":15,"text":651,"type":17,"version":18},"还在开户阶段的话，先读 ",{"children":653,"direction":19,"format":15,"indent":13,"type":390,"version":249,"fields":656,"id":658},[654],{"detail":13,"format":13,"mode":14,"style":15,"text":655,"type":17,"version":18},"Google Ads 开户设置指南",{"linkType":392,"newTab":393,"url":657},"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/","6aa3a9a936441500c88651ad",{"detail":13,"format":13,"mode":14,"style":15,"text":660,"type":17,"version":18},"，把改不回来的选项定好。",{"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},"DeepClick 关注点击之后的环节：衡量各广告系列带来的访客在着陆页上的行为，可与 Google 的增量实验配合使用。",{"children":666,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":26},[667],{"detail":13,"format":13,"mode":14,"style":15,"text":668,"type":17,"version":18},"常见问题",{"children":670,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":673},[671],{"detail":13,"format":13,"mode":14,"style":15,"text":672,"type":17,"version":18},"Performance Max 会抢搜索广告系列的流量吗？","h3",{"children":675,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[676],{"detail":13,"format":13,"mode":14,"style":15,"text":677,"type":17,"version":18},"会有可能。与查询一致的完全匹配关键字会被优先，但只被不一致的词组/广泛关键字覆盖的查询，或关键字不可投放时，Performance Max 都可能接走。",{"children":679,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":673},[680],{"detail":13,"format":13,"mode":14,"style":15,"text":681,"type":17,"version":18},"Performance Max 能加否定关键字吗？",{"children":683,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[684],{"detail":13,"format":13,"mode":14,"style":15,"text":685,"type":17,"version":18},"能。Google Ads 帮助中心提供广告系列级否定关键字、否定关键字列表和账号级否定关键字，都只作用于搜索和购物广告资源。",{"children":687,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":673},[688],{"detail":13,"format":13,"mode":14,"style":15,"text":689,"type":17,"version":18},"要不要在 Performance Max 里排除自家品牌词？",{"children":691,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[692],{"detail":13,"format":13,"mode":14,"style":15,"text":693,"type":17,"version":18},"如果希望品牌词由搜索广告系列承接，就加品牌排除。Google 提示品牌设置会限制流量，建议实测影响，别默认没有代价。",{"children":695,"direction":19,"format":15,"indent":13,"type":25,"version":18,"tag":673},[696],{"detail":13,"format":13,"mode":14,"style":15,"text":697,"type":17,"version":18},"PMax 提升实验要跑多久？",{"children":699,"direction":19,"format":15,"indent":13,"type":20,"version":18,"textFormat":13,"textStyle":15},[700],{"detail":13,"format":13,"mode":14,"style":15,"text":701,"type":17,"version":18},"Google《实验常见问题》建议至少 4-6 周，转化延迟长的更久，且前 7 天作为爬坡期不计入。","root",{"id":704,"alt":705,"updatedAt":706,"createdAt":706,"url":707,"thumbnailURL":19,"filename":708,"mimeType":709,"filesize":710,"width":19,"height":19},1096,"Illustration of a keyword lane and a multi-channel media lane merging at a search bar with a referee deciding priority","2026-09-11T07:09:22.515Z","https://cms-r2.deepclick.com/cover-f784741ed631.jpg","cover-f784741ed631.jpg","application/octet-stream",92235,{"title":712,"description":713,"image":714},"PMax 与搜索广告系列（Performance Max vs Search）优先级与选择","PMax 与搜索广告系列怎么选：Google 查询优先级规则、PMax 品牌排除与否定关键字、两者并行搭法与增量实验方法。",{"id":704,"alt":705,"updatedAt":706,"createdAt":706,"url":707,"thumbnailURL":19,"filename":708,"mimeType":709,"filesize":710,"width":19,"height":19},{"id":18,"key":716,"name":717,"prodHost":718,"testHost":719,"blogPath":720,"docPath":721,"zhPrefix":722,"deployHookTest":723,"deployHookProd":724,"brandAuthor":725,"brandKit":729,"enabled":733,"updatedAt":734,"createdAt":735},"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":240,"name":717,"avatar":726,"updatedAt":727,"createdAt":728},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":19,"logoDark":19,"primaryColor":730,"accentColor":731,"tagline":732,"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","pmax-vs-search-campaigns",{"id":381,"name":739,"avatar":740,"updatedAt":747,"createdAt":747},"Grace Whitmore",{"id":741,"alt":742,"updatedAt":743,"createdAt":743,"url":744,"thumbnailURL":19,"filename":745,"mimeType":709,"filesize":746,"width":19,"height":19},924,"Grace Whitmore — app compliance editor","2026-07-27T07:17:21.278Z","https://cms-r2.deepclick.com/gpt_1785136442811_0-20e667237702.png","gpt_1785136442811_0-20e667237702.png",1976962,"2026-07-27T07:17:23.388Z",{"id":749,"site":750,"titleZh":752,"titleEn":753,"slug":754,"order":374,"updatedAt":755,"createdAt":756},7,{"id":18,"key":716,"name":717,"prodHost":718,"testHost":719,"blogPath":720,"docPath":721,"zhPrefix":722,"deployHookTest":723,"deployHookProd":724,"brandAuthor":240,"brandKit":751,"enabled":733,"updatedAt":734,"createdAt":735},{"logoLight":19,"logoDark":19,"primaryColor":730,"accentColor":731,"tagline":732,"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","2026-09-11T07:11:48.062Z","2026-09-11T07:11:48.475Z","2026-09-11T07:11:23.842Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>PMax 与搜索广告系列通常不是二选一。搜索广告系列按关键字决定买哪些查询；Performance Max 放弃这份控制，换来单个广告系列覆盖全部 Google Ads 广告资源。两者同时符合投放条件时，由 Google 公开的优先级规则决定谁进竞价。\u003C/p>\u003Ch2>两种广告系列分别能控制什么\u003C/h2>\u003Cp>根本区别在于「定向决定权在谁手里」。搜索广告系列里，你选关键字和匹配类型；Performance Max 里，你提供素材、转化目标和可选信号，由 Google 的 AI 决定在哪里投放。Google Ads 帮助中心把 Performance Max 定义为一种以目标为导向的广告系列类型，可以从单个广告系列访问 YouTube、展示广告网络、搜索、Discover、Gmail 和地图。\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> 控制项 \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> 搜索广告系列 \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> Performance Max \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> 查询定向 \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> 关键字 + 广泛/词组/完全匹配 \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> 搜索主题（信号）+ AI 预测的查询 \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> 广告资源 \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 搜索 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 单个广告系列覆盖全部 Google Ads 广告资源 \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> 否定关键字 \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> 广告组、广告系列、账号三级 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 广告系列级和账号级，仅作用于搜索和购物广告资源 \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> 品牌控制 \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> 品牌包含 + 品牌排除 \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> 品牌排除 \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> 按渠道分预算 \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> 不适用 \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> 无法直接控制 \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> 查询报告 \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> 搜索字词报告 \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> Performance Max 搜索字词报告 \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> 渠道拆分 \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> 不适用 \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> 渠道效果报告 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>\u003Cstrong>关键字与匹配类型。\u003C/strong> 按 Google Ads 帮助中心的定义：完全匹配投放在与关键字含义或意图相同的搜索上；词组匹配投放在包含关键字含义的搜索上；广泛匹配投放在与关键字相关的搜索上。完全匹配控制力最强，覆盖面最小。\u003C/p>\u003Cp>\u003Cstrong>搜索主题是信号，不是围栏。\u003C/strong> Google Ads 帮助中心说明，搜索主题位于素材资源组的「信号」卡片里，是对 Performance Max 自身预测的补充（可选、叠加），每个素材资源组最多可添加 50 个。\u003C/p>\u003Cp>\u003Cstrong>渠道预算。\u003C/strong> Google Ads 帮助中心明确写到，在 Performance Max 中无法直接控制各渠道的预算分配，只能通过素材和受众信号间接影响。\u003C/p>\u003Cp>顺带区分一下：AI Max 是搜索广告系列内部可开启的优化层，不是独立的广告系列类型，开启后仍保留品牌和网址相关控制。\u003C/p>\u003Ch2>同一个查询，Google 怎么在 PMax 和搜索广告系列之间选\u003C/h2>\u003Cp>这正是搜「pmax vs search」的人最想弄清的问题。Google Ads 帮助中心在《关于 Google Ads 账号中广告组和素材资源组的优先级》一文中给出了顺序。当同一账号里的关键字和搜索主题都可能匹配某个搜索字词时：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>与搜索字词完全一致的完全匹配关键字\u003C/strong>优先级最高。Google 的例子：搜索「skydiving license」时，完全匹配关键字 [skydiving license] 优先。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>与搜索字词完全一致的词组匹配、广泛匹配关键字或搜索主题\u003C/strong>排第二，彼此同级。Google 的例子里，与查询一致的 Performance Max 搜索主题「skydiving license」胜过不一致的词组匹配关键字「skydiving」。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >都不一致时，按 \u003Cstrong>AI 相关性\u003C/strong>只考虑最相关的广告组和素材资源组，依据含义、上下文、关键字和着陆页。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >仍然并列时，由 \u003Cstrong>广告评级（Ad Rank）\u003C/strong> 最高者胜出。\u003C/li>\u003C/ol>\u003Cp>另一篇《Performance Max 如何与账号中的其他广告系列互动》补充：含完全匹配或拼写纠正后匹配的关键字的搜索广告系列，优先于 Performance Max。Google 举的例子是拼错的 plumbers 搜索仍由完全匹配关键字 [plumbers] 接走。\u003C/p>\u003Cp>\u003Cstrong>落到操作上意味着什么\u003C/strong>\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >与查询一致的完全匹配关键字，是你「占住」一个查询最可靠的方式；词组或广泛匹配关键字并不会自动压过 Performance Max。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >与查询一致的搜索主题，可以抢走不一致的词组/广泛关键字的竞价入场资格。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >优先级只对「能投放」的关键字生效。Google Ads 帮助中心列出的失效情形包括：搜索量过低状态、预算受限、广告或着陆页被拒登、受众或地理位置定向与用户不符。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >在 Google 智能镜头、AI 模式等新型搜索体验中，Google 说明匹配是按意图近似，而非逐字一致。\u003C/li>\u003C/ul>\u003Cp>所以，搜索广告系列一旦预算受限或广告被拒登，就要预期 Performance Max 会接走你以为已经覆盖的查询。\u003C/p>\u003Ch2>Performance Max 的品牌排除与否定关键字\u003C/h2>\u003Cp>按 Google Ads 帮助中心，下面这些查询级排除手段\u003Cstrong>只作用于搜索和购物广告资源\u003C/strong>，管不到 YouTube 和展示广告。\u003C/p>\u003Cp>\u003Cstrong>品牌排除。\u003C/strong> 先在账号级建立品牌列表，再应用到具体广告系列。Google 说明品牌排除会拦住品牌名称、常见拼写错误乃至相关子品牌的搜索。在 Performance Max 中，可以选择让购物广告继续在被排除的品牌字词上展示。想让 Performance Max 不跑自家品牌词时，Google 推荐用品牌排除而不是否定关键字。\u003C/p>\u003Cp>\u003Cstrong>广告系列级否定关键字。\u003C/strong> 可以直接给 Performance Max 广告系列添加否定关键字，或挂上已有的否定关键字列表，支持广泛、词组、完全三种匹配。Google Ads 帮助中心还提供添加前的效果预估。\u003C/p>\u003Cp>\u003Cstrong>账号级否定关键字。\u003C/strong> 作用于所有广告系列类型（含 Performance Max）的搜索和购物广告资源。Google 的品牌适宜性说明页给出的上限是每个账号 1,000 个。\u003C/p>\u003Cp>\u003Cstrong>Google 自己的提醒。\u003C/strong> 帮助中心把 Performance Max 里的否定关键字称为限制性很强、可能损害效果的控制手段，建议只用于品牌安全需要或明显无关的字词；同时提示品牌设置本身就会限制流量。\u003C/p>\u003Cp>展示广告和视频侧要用另一套工具：展示位置排除、展示位置排除列表、内容主题排除和排除内容关键字。\u003C/p>\u003Ch2>搜索广告系列与 PMax 并行时怎么搭\u003C/h2>\u003Cp>Google 把 Performance Max 定位为对关键字型搜索广告系列的补充。按公开规则搭建，建议这样做：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>必须掌控的查询放完全匹配。\u003C/strong> 某个查询需要专门的广告、出价或着陆页时，用与之一致的完全匹配关键字把它留在搜索广告系列。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>先定品牌词归谁。\u003C/strong> 希望品牌词由搜索广告系列承接，就给 Performance Max 加品牌排除。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>保持搜索关键字可投放。\u003C/strong> 预算受限、拒登、搜索量过低都会让关键字退出优先级排序。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>别把关键字原样抄成搜索主题。\u003C/strong> 一致的搜索主题与词组/广泛关键字同级，等于人为制造正面重叠。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>两份搜索字词报告对着看。\u003C/strong> Google Ads 帮助中心说明，Performance Max 搜索字词报告会列出触发广告的字词及点击、展示、转化、费用、广告格式和着陆页。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>看渠道效果报告。\u003C/strong> 它把 Performance Max 的结果拆到 Google 搜索、展示广告网络、YouTube、Discover、地图、Gmail 和搜索网络合作伙伴；按帮助中心说明，可查看 2025 年 6 月 6 日之后的日期范围。\u003C/li>\u003C/ul>\u003Cp>两个广告系列落到同一批页面时，先把 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/link-tracking-for-ad-campaigns-2026-zh/\">广告链接追踪\u003C/a> 做规范，按广告系列比较点击后的表现才有依据。\u003C/p>\u003Ch2>用增量实验判断，而不是只信平台内归因\u003C/h2>\u003Cp>转化列只告诉你功劳记在谁头上，不告诉你这些转化是不是「没有这个广告系列就不会发生」。品牌词最典型：本来就在搜你名字的人，很可能换条路径也会转化。\u003C/p>\u003Cp>\u003Cstrong>Performance Max 提升实验（Uplift）。\u003C/strong> Google Ads 帮助中心说明，它衡量在现有搜索、视频和展示广告系列之外加上 Performance Max 带来的增量收益。你的 Performance Max 广告系列是实验组，系统自动挑选的一组可比广告系列是对照组，默认五五分流。可比广告系列按域名匹配、转化目标重叠和地理位置重叠来选，实验结束前可以手动调整。\u003C/p>\u003Cp>按 Google Ads《实验常见问题》：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >建议实验至少运行 4-6 周，转化延迟长的要更久。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >前 7 天数据作为爬坡期被排除。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >结果只展示各组汇总的转化次数、转化价值、CPA、ROAS 和花费。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >结果不显著时，建议选量更大的广告系列、跑更久。\u003C/li>\u003C/ul>\u003Cp>\u003Cstrong>转化提升（Conversion Lift）。\u003C/strong> Google 称其为增量衡量工具，分基于用户和基于地理位置两种分组方式，指标包括增量转化、增量每次转化费用（iCPA）和增量 ROAS。帮助中心注明并非所有账号可用，需要联系 Google 客户代表开通。\u003C/p>\u003Cp>\u003Cstrong>实验出结果之前的判断纪律\u003C/strong>\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >只拿使用同一转化操作的广告系列做比较，这是《评估 Performance Max 效果》里的建议。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >评估近期数据前，先把转化延迟算进去。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >别用短时间窗口下结论；Google 提醒，单个渠道在短时间内的平均回报说明不了全部。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >盯账号总转化。Performance Max 功劳涨了、账号总量却没动，它可能是在分功劳而不是加转化。\u003C/li>\u003C/ul>\u003Ch2>决策表：只用搜索、只用 PMax，还是两者并行\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> 场景 \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> 建议搭法 \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> 理由 \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> 预算小、只有少量高意图查询 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 搜索广告系列，完全 + 词组匹配 \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> 查询控制力最强 \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> 某些查询需要专属广告或着陆页 \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> 这些查询用完全匹配放在搜索广告系列 \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> 一致的完全匹配优先于 Performance Max \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> 想覆盖搜索以外（YouTube、展示、Discover、Gmail、地图） \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> 保留搜索，并行加 Performance Max \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> 只有 Performance Max 能用一个广告系列覆盖全部资源 \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> 品牌词要留在搜索 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 搜索品牌广告系列 + Performance Max 加品牌排除 \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> 品牌排除覆盖拼写错误和变体 \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> 有商品 Feed 的零售商家 \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> Performance Max 为主，核心完全匹配查询留在搜索 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Performance Max 可投放使用商品数据的广告 \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> 品牌敏感行业 \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> 以搜索为主；Performance Max 先配好否定和展示位置排除再上 \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> 不同广告资源的排除工具不同 \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> 平台内 ROAS 好看但账号总量不动 \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> 先跑提升实验再加预算 \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> 功劳归属不等于增量 \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> 转化追踪还不可靠 \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> 先修追踪，从搜索起步 \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> Performance Max 围绕转化目标优化 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>还在开户阶段的话，先读 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-account-setup-guide/\">Google Ads 开户设置指南\u003C/a>，把改不回来的选项定好。\u003C/p>\u003Cp>DeepClick 关注点击之后的环节：衡量各广告系列带来的访客在着陆页上的行为，可与 Google 的增量实验配合使用。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Performance Max 会抢搜索广告系列的流量吗？\u003C/h3>\u003Cp>会有可能。与查询一致的完全匹配关键字会被优先，但只被不一致的词组/广泛关键字覆盖的查询，或关键字不可投放时，Performance Max 都可能接走。\u003C/p>\u003Ch3>Performance Max 能加否定关键字吗？\u003C/h3>\u003Cp>能。Google Ads 帮助中心提供广告系列级否定关键字、否定关键字列表和账号级否定关键字，都只作用于搜索和购物广告资源。\u003C/p>\u003Ch3>要不要在 Performance Max 里排除自家品牌词？\u003C/h3>\u003Cp>如果希望品牌词由搜索广告系列承接，就加品牌排除。Google 提示品牌设置会限制流量，建议实测影响，别默认没有代价。\u003C/p>\u003Ch3>PMax 提升实验要跑多久？\u003C/h3>\u003Cp>Google《实验常见问题》建议至少 4-6 周，转化延迟长的更久，且前 7 天作为爬坡期不计入。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/pmax-vs-search-campaigns",{"zh-CN":737,"en":737},[764],{"id":249,"title":765,"site":766,"image":768,"mobileImage":778,"targetUrl":787,"enabled":733,"postDateFrom":788,"postDateTo":789,"updatedAt":790,"createdAt":791},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":716,"name":717,"prodHost":718,"testHost":719,"blogPath":720,"docPath":721,"zhPrefix":722,"deployHookTest":723,"deployHookProd":724,"brandAuthor":240,"brandKit":767,"enabled":733,"updatedAt":734,"createdAt":735},{"logoLight":19,"logoDark":19,"primaryColor":730,"accentColor":731,"tagline":732,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":769,"alt":770,"updatedAt":771,"createdAt":771,"url":772,"thumbnailURL":19,"filename":773,"mimeType":774,"filesize":775,"width":776,"height":777},1069,"TrafficTalking Jakarta summit 2026.10.20 (zh)","2026-09-04T10:44:19.548Z","https://cms-r2.deepclick.com/traffictalking-jakarta-banner-zh-aa032503f69b.png","traffictalking-jakarta-banner-zh-aa032503f69b.png","image/png",1128551,2000,377,{"id":779,"alt":780,"updatedAt":781,"createdAt":781,"url":782,"thumbnailURL":19,"filename":783,"mimeType":774,"filesize":784,"width":785,"height":786},1071,"TrafficTalking Jakarta summit 2026.10.20 (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",1789111141822]