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Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-23T01:43:52.319Z","2026-09-23T01:44:00.251Z","2026-09-23T01:43:12.424Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>TikTok 广告的定向方式全部集中在一个位置设置——广告组，而它们之间的组合规则只有一条，却直接决定了你的受众是可跑的还是窄到跑不动。TikTok 上多数定向问题并不是「选错了兴趣」，而是把四个听起来都合理的维度叠在一起，最后得到一个竞价系统没法投出去的人群。\u003C/p>\u003Cp>这篇文章把 TikTok Ads Manager 提供的定向维度逐个列出来，讲清组合逻辑，并标出哪些选项受限、哪些与 Meta 的同名功能行为不同。\u003C/p>\u003Ch2>定向设置在哪一层，以及选项怎么组合\u003C/h2>\u003Cp>定向在创建流程的\u003Cstrong>广告组层级\u003C/strong>配置。广告系列管目标和预算结构，广告组管投放，受众、版位、排期、出价和优化目标都在这一层。想让两套受众互相对比，就必须拆成两个广告组。\u003C/p>\u003Cp>组合逻辑官方写得很直白，值得背下来：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>同一个维度内部是「或」\u003C/strong>。选了三个兴趣，命中任意一个的人都会被覆盖。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>不同维度之间是「且」\u003C/strong>。同时选了「女性」和「25-44」，只覆盖两个条件都满足的人。\u003C/li>\u003C/ul>\u003Cp>因此每多加一个维度都是做乘法，不是做加法。四层「且」叠上去，就是一个国家级人群被压缩成一个村子的过程。官方还说明，可用的定向地区因市场而异；面向 18 岁以下用户投放时，部分定向选项不可用。\u003C/p>\u003Ch2>人群属性定向\u003C/h2>\u003Cp>最基础的一层，也是最容易被收得过紧的一层：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>地区\u003C/strong>——国家，以及依市场不同可到省／州、城市或都会区。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>年龄\u003C/strong>——按区间，不是逐岁。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>性别\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>语言\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>消费能力／家庭收入\u003C/strong>——美国市场可用。\u003C/li>\u003C/ul>\u003Cp>有两个习惯值得改掉。第一，年龄和性别是推断出来的，不是用户自己申报的，把区间收紧会把边界上的真实买家一起去掉。第二，即使系统会自动放宽别的条件，它也不会替你放宽人群属性——所以人群属性上的失误是这个广告组的硬天花板，投放侧绕不过去。\u003C/p>\u003Ch2>受众定向：自定义受众与相似受众\u003C/h2>\u003Cp>\u003Cstrong>自定义受众\u003C/strong>用你自己的数据构建，TikTok 支持的来源包括客户名单、互动行为、应用行为、网站流量、线索表单、企业号受众、商店行为、挑战赛以及优选受众等。\u003C/p>\u003Cp>有一个数字比其他都重要：一个受众需要\u003Cstrong>匹配到 1,000 个用户\u003C/strong>，才能在广告组里使用。一份 5,000 条邮箱的名单不等于 5,000 人的受众——真正算数的是匹配上的数量，而匹配率取决于数据质量。如果某个受众挂不上广告组，先查的就是规模。\u003C/p>\u003Cp>\u003Cstrong>相似受众\u003C/strong>以某个自定义受众为种子构建。真正起作用的变量是种子的质量——同样的种子规模，近期购买者和全站访客表现完全不同。\u003C/p>\u003Cp>两者都可以\u003Cstrong>包含或排除\u003C/strong>。排除是被用得最少的那一半：在拉新广告组里把已有客户或近期已转化的人排掉，通常比任何兴趣选择带来的效率变化都大。应用类广告主同理，排除已安装用户的做法在 \u003Ca href=\"https://deepclick.com/resources/blog/tiktok-app-install-campaign/\">TikTok 应用安装广告系列指南\u003C/a>里有展开。\u003C/p>\u003Ch2>兴趣定向和行为定向不是一回事\u003C/h2>\u003Cp>这两个概念常被混着用，而官方的界线画得很清楚。\u003C/p>\u003Cp>\u003Cstrong>兴趣定向\u003C/strong>面向的是对某一类内容长期保持较高互动的人——游戏、美妆、户外装备、体育资讯、宠物护理等。它反映的是较长周期的模式，并且同时考虑自然内容和广告内容。可以理解成「这个人平时对什么感兴趣」。\u003C/p>\u003Cp>\u003Cstrong>行为定向\u003C/strong>面向的是\u003Cstrong>近期在站内对自然内容做出的动作\u003C/strong>，回溯窗口很短且具体：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>视频互动\u003C/strong>——完播、点赞、评论、分享，依动作不同大致覆盖过去 7 天或 15 天。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>创作者互动\u003C/strong>——在\u003Cstrong>过去 90 天\u003C/strong>内关注过并访问过某类创作者主页的人。\u003C/li>\u003C/ul>\u003Cp>因为行为窗口短，行为定向的广告组人群更小、也更快过期，需要比兴趣定向更频繁地照看。实操上的分工是：兴趣用来拿量，行为用来抓近期性，以及做与创作者相关的角度——后者和 \u003Ca href=\"https://deepclick.com/resources/blog/tiktok-spark-ads-guide/\">Spark Ads\u003C/a> 配合得比较好。\u003C/p>\u003Ch2>设备定向\u003C/h2>\u003Cp>设备类选项对应用和电商广告主是真有用，对其他人多数时候是噪音：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>操作系统\u003C/strong>及系统版本。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>设备型号\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>设备价格\u003C/strong>——手机的价格区间。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>运营商\u003C/strong>与\u003Cstrong>网络服务提供商\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>联网方式\u003C/strong>——Wi-Fi 或移动网络。\u003C/li>\u003C/ul>\u003Cp>其中值得认真设的是系统版本：如果你的落地体验或 SDK 有版本下限，就在这里设，而不是花钱买那些根本走不完流程的流量。设备价格是一个很粗的购买力替代指标，并且在部分场景下受限——见下面的特殊广告类别。\u003C/p>\u003Ch2>智能扩量，以及它不会动的两样东西\u003C/h2>\u003Cp>TikTok 的扩量功能——\u003Cstrong>智能兴趣与行为\u003C/strong>、\u003Cstrong>智能受众\u003C/strong>——会先按你设定的精确定向起投，当系统预判投放困难、或观察到效果下滑时再放宽。\u003C/p>\u003Cp>有两条护栏在官方文档里写明，值得抄进团队手册：扩量\u003Cstrong>不会\u003C/strong>放宽年龄、性别这类人群属性变量，也\u003Cstrong>不会\u003C/strong>投进你已经排除的受众。也就是说，排除项在扩量下依然可靠，而一个很窄的兴趣组合则可能悄悄不再是结果的来源。复盘开了扩量的广告组时，要记得实际投达的人群可能比设置页上那一套更宽。\u003C/p>\u003Ch2>特殊广告类别：哪些选项会被关掉\u003C/h2>\u003Cp>面向\u003Cstrong>美国或加拿大\u003C/strong>用户提供住房、就业或信贷机会的广告主必须声明特殊广告类别，限制相当多：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>年龄\u003C/strong>：仅 18 岁以上。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>性别\u003C/strong>：不可用。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>地区\u003C/strong>：不允许按邮政编码定向。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>相似受众\u003C/strong>：不可用，自定义受众的排除也受限。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>兴趣关键词与话题标签定向\u003C/strong>：禁止。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>自动定向\u003C/strong>与\u003Cstrong>定向扩量\u003C/strong>：不可用。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"7\"\n        >\u003Cstrong>设备价格\u003C/strong>：受限。\u003C/li>\u003C/ul>\u003Cp>如果你做的正是这些行业，就按「剩下哪些能用」来设计方案，别等搭建搭到一半才发现缺口。\u003C/p>\u003Ch2>搭一个广告组的合理顺序\u003C/h2>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>先设地区、语言，有系统版本下限就一并设上。\u003C/strong> 硬约束放最前。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>再设排除。\u003C/strong> 已有客户、近期转化者、已安装用户。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>一个广告组只放一个受众想法。\u003C/strong> 宽定向、兴趣、行为或自定义，四选一，不要四个一起上。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>离开这一页之前看一眼预估受众规模。\u003C/strong> 如果塌了，拿掉一个维度，而不是把每个维度都松一点。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>没有证据就把人群属性放宽\u003C/strong>，因为扩量永远不会替你修这一层。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>对比要跨广告组做，不要在一个广告组里做。\u003C/strong>\u003C/li>\u003C/ol>\u003Cp>如果一个设置看起来合理的广告组就是不消耗，定向过窄是常规嫌疑之一——按状态逐项排查的顺序在 \u003Ca href=\"https://deepclick.com/resources/blog/tiktok-ads-not-spending/\">TikTok 广告不消耗怎么办\u003C/a>里，上线后就改不了的结构性设置则在 \u003Ca href=\"https://deepclick.com/resources/blog/tiktok-ads-manager-guide/\">TikTok 广告管理平台使用指南\u003C/a>里。\u003C/p>\u003Ch2>衡量这一层放在哪\u003C/h2>\u003Cp>定向决定谁看到广告；你能从中学到什么，取决于回传的事件干不干净，而那是另一套工程：Pixel 与服务端事件、去重，以及一条能把参数从点击完整带到落地页的链路。这部分在 \u003Ca href=\"https://deepclick.com/resources/blog/tiktok-pixel-setup/\">TikTok Pixel 设置完整指南\u003C/a>里有详细说明。\u003C/p>\u003Cp>DeepClick 做的是落地后这一半——面向 Meta 与 TikTok 广告主的链路调度、落地页控制与归因，跑在你自己的域名上。详情见 \u003Ca href=\"https://deepclick.com/solutions/meta-tiktok-advertisers/\">Meta 与 TikTok 广告主解决方案页\u003C/a>。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>TikTok 广告有哪些定向方式？\u003C/h3>\u003Cp>人群属性（地区、年龄、性别、语言，美国还有消费能力）、受众（自定义受众与相似受众，可包含可排除）、兴趣、行为（视频互动与创作者互动）、设备（系统、型号、价格、运营商、网络服务提供商、联网方式），以及智能扩量功能。全部在广告组层级设置。\u003C/p>\u003Ch3>TikTok 的兴趣定向和行为定向有什么区别？\u003C/h3>\u003Cp>兴趣定向反映的是对某类内容较长周期的偏好，并同时考虑自然内容和广告内容；行为定向反映的是近期对自然内容的动作——大致过去 7 到 15 天的视频互动，以及过去 90 天的创作者互动。兴趣用来拿量，行为用来抓近期性。\u003C/p>\u003Ch3>TikTok 自定义受众需要多大才能用？\u003C/h3>\u003Cp>需要匹配到 1,000 个用户才能在广告组中使用。这个门槛针对的是匹配上的人数，不是你上传的名单条数。\u003C/p>\u003Ch3>TikTok 会自动帮我放宽定向吗？\u003C/h3>\u003Cp>开启智能扩量类功能后，系统会在预判投放困难或效果下滑时放宽定向。但它不会放宽年龄、性别这类人群属性变量，也不会投进你排除掉的受众。\u003C/p>\u003Ch2>一句话总结\u003C/h2>\u003Cp>TikTok 的定向就是一屏六个维度，维度内是「或」，维度间是「且」。先设硬约束和排除，一个广告组只放一个受众想法，没有证据就别收紧人群属性，并记住智能扩量能放宽的东西里不包括人群属性和你的排除项。如果你在美国或加拿大投住房、就业或信贷类广告，就按一份明显更短的可用选项清单来做计划。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/tiktok-ads-targeting-options",{"en":516,"zh-CN":516},[542],{"id":94,"title":543,"site":544,"image":546,"mobileImage":556,"targetUrl":565,"enabled":512,"postDateFrom":566,"postDateTo":567,"updatedAt":568,"createdAt":569},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":495,"name":496,"prodHost":497,"testHost":498,"blogPath":499,"docPath":500,"zhPrefix":501,"deployHookTest":502,"deployHookProd":503,"brandAuthor":58,"brandKit":545,"enabled":512,"updatedAt":513,"createdAt":514},{"logoLight":19,"logoDark":19,"primaryColor":509,"accentColor":510,"tagline":511,"wechatName":19,"xhsHandle":19,"wechatQr":19},{"id":547,"alt":548,"updatedAt":549,"createdAt":549,"url":550,"thumbnailURL":19,"filename":551,"mimeType":552,"filesize":553,"width":554,"height":555},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":557,"alt":558,"updatedAt":559,"createdAt":559,"url":560,"thumbnailURL":19,"filename":561,"mimeType":552,"filesize":562,"width":563,"height":564},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://luma.com/g4tnhetc","2026-09-03T00:00:00.000Z","2026-10-04T00:00:00.000Z","2026-09-22T01:42:15.402Z","2026-09-04T10:45:03.031Z",1790128073079]