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",{"children":630,"direction":27,"format":15,"indent":13,"type":37,"version":38,"fields":633,"id":635},[631],{"detail":13,"format":13,"mode":14,"style":15,"text":632,"type":17,"version":18},"PWA：应用安装广告的 APK 替代方案",{"linkType":40,"newTab":41,"url":634},"https://deepclick.com/zh-CN/resources/blog/progressive-web-apps-for-advertising-zh/","6aa8f39113ea8800c8dab4a4",{"detail":13,"format":13,"mode":14,"style":15,"text":232,"type":17,"version":18},{"children":638,"direction":27,"format":15,"indent":13,"type":59,"version":18,"tag":60},[639],{"detail":13,"format":13,"mode":14,"style":15,"text":640,"type":17,"version":18},"常见问题",{"children":642,"direction":27,"format":15,"indent":13,"type":59,"version":18,"tag":645},[643],{"detail":13,"format":13,"mode":14,"style":15,"text":644,"type":17,"version":18},"YouTube 应用安装广告可以只投 YouTube 吗？","h3",{"children":647,"direction":27,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[648],{"detail":13,"format":13,"mode":14,"style":15,"text":649,"type":17,"version":18},"应用广告系列不行，它会在搜索、Google Play、YouTube、Discover 和展示广告网络之间分配投放，不能选版位。选择「应用推广」目标的需求开发广告系列可以手动设置渠道，把广告组限定在 YouTube 版位。",{"children":651,"direction":27,"format":15,"indent":13,"type":59,"version":18,"tag":645},[652],{"detail":13,"format":13,"mode":14,"style":15,"text":653,"type":17,"version":18},"视频行动广告系列还能用来推广 App 吗？",{"children":655,"direction":27,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[656],{"detail":13,"format":13,"mode":14,"style":15,"text":657,"type":17,"version":18},"不能。Google Ads 帮助中心说明，截至 2026 年 5 月，所有视频行动广告系列都已升级为需求开发广告系列，请改用选择「应用推广」目标的需求开发广告系列。",{"children":659,"direction":27,"format":15,"indent":13,"type":59,"version":18,"tag":645},[660],{"detail":13,"format":13,"mode":14,"style":15,"text":661,"type":17,"version":18},"YouTube 应用安装视频做多长合适？",{"children":663,"direction":27,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[664],{"detail":13,"format":13,"mode":14,"style":15,"text":665,"type":17,"version":18},"需求开发广告系列要求视频至少 5 秒，短于 10 秒的视频无法投放 YouTube 插播广告。想覆盖插播就至少保留一个 10 秒及以上的版本，另备一个 9:16 版本用于 Shorts。",{"children":667,"direction":27,"format":15,"indent":13,"type":59,"version":18,"tag":645},[668],{"detail":13,"format":13,"mode":14,"style":15,"text":669,"type":17,"version":18},"跟踪 YouTube 广告带来的安装一定要接 Firebase 吗？",{"children":671,"direction":27,"format":15,"indent":13,"type":28,"version":18,"textFormat":13,"textStyle":15},[672],{"detail":13,"format":13,"mode":14,"style":15,"text":673,"type":17,"version":18},"安卓安装不一定，可以用下载转化操作通过 Google Play 自动跟踪。要跟踪应用内操作，帮助中心建议使用 Firebase 或第三方应用分析服务。","root",{"id":676,"alt":677,"updatedAt":678,"createdAt":678,"url":679,"thumbnailURL":27,"filename":680,"mimeType":681,"filesize":682,"width":27,"height":27},1119,"Smartphone with a video play button and an app download icon, illustrating YouTube ads for app installs","2026-09-15T07:27:35.234Z","https://cms-r2.deepclick.com/cover-bfeec47973dd.jpg","cover-bfeec47973dd.jpg","application/octet-stream",87902,{"title":684,"description":685,"image":686},"YouTube 应用安装广告投放指南（2026）","YouTube 应用安装广告通过应用广告系列或需求开发广告系列投放。对比版位控制、YouTube 广告形式、视频规格与安装跟踪配置，附常见错误与问答。",{"id":676,"alt":677,"updatedAt":678,"createdAt":678,"url":679,"thumbnailURL":27,"filename":680,"mimeType":681,"filesize":682,"width":27,"height":27},{"id":18,"key":688,"name":689,"prodHost":690,"testHost":691,"blogPath":692,"docPath":693,"zhPrefix":694,"deployHookTest":695,"deployHookProd":696,"brandAuthor":697,"brandKit":701,"enabled":705,"updatedAt":706,"createdAt":707},"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":217,"name":689,"avatar":698,"updatedAt":699,"createdAt":700},25,"2026-04-22T08:09:35.299Z","2026-04-22T06:42:49.116Z",{"logoLight":27,"logoDark":27,"primaryColor":702,"accentColor":703,"tagline":704,"wechatName":27,"xhsHandle":27,"wechatQr":27},"#1a73e8","#ff6600","一次点击，多重价值",true,"2026-08-25T06:40:57.663Z","2026-07-14T06:26:38.962Z","published","youtube-ads-for-app-installs",{"id":624,"name":711,"avatar":712,"updatedAt":719,"createdAt":719},"Grace Whitmore",{"id":713,"alt":714,"updatedAt":715,"createdAt":715,"url":716,"thumbnailURL":27,"filename":717,"mimeType":681,"filesize":718,"width":27,"height":27},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":721,"site":722,"titleZh":724,"titleEn":725,"slug":726,"order":617,"updatedAt":727,"createdAt":728},7,{"id":18,"key":688,"name":689,"prodHost":690,"testHost":691,"blogPath":692,"docPath":693,"zhPrefix":694,"deployHookTest":695,"deployHookProd":696,"brandAuthor":217,"brandKit":723,"enabled":705,"updatedAt":706,"createdAt":707},{"logoLight":27,"logoDark":27,"primaryColor":702,"accentColor":703,"tagline":704,"wechatName":27,"xhsHandle":27,"wechatQr":27},"技术导航","Tech Guides","tech-guides","2026-04-27T08:37:10.576Z","2026-04-23T02:59:13.436Z","2026-09-15T07:28:31.595Z","2026-09-15T07:28:35.926Z","2026-09-15T07:28:06.936Z","\u003Cdiv class=\"payload-richtext\">\u003Cp>在 YouTube 上投放应用安装广告，走的是 Google Ads 的两种广告系列，而不是一个单独的「YouTube 装量产品」。\u003Cstrong>应用广告系列（App campaigns）\u003C/strong>把 YouTube 当作几个投放网络之一，自动分配你的视频；\u003Cstrong>选择「应用推广」目标的需求开发广告系列（Demand Gen）\u003C/strong>则由你自己制作视频广告，并可以指定 Shorts、插播等 YouTube 渠道。视频行动广告系列已经不再作为单独选项存在。\u003C/p>\u003Cp>Google 推广 App 的几条路线怎么选，我们在 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-for-mobile-apps/\">Google Ads 移动应用推广\u003C/a> 里已经对比过；应用广告系列的搭建步骤见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-app-campaigns-guide/\">谷歌应用广告系列指南\u003C/a>。本文只讲 YouTube 这一侧：哪种广告系列能把你带上 YouTube、视频会出现在哪些版位、适用哪些视频规格、投之前要先衡量什么。文中事实均来自 Google Ads 帮助中心。\u003C/p>\u003Ch2>上 YouTube 拿安装的两条路线\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> \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> 应用广告系列（安装） \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> 需求开发广告系列（应用推广目标） \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> YouTube 的角色 \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 自动分配的网络之一，和搜索、Google Play、Discover、展示广告网络并列 \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> 可以手动选择的渠道，也可以通过「所有 Google 渠道」包含进来 \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> 版位控制 \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> 无法按版位控制 \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> 每个广告组可设置渠道控制 \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> 创意 \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> 你提供素材（图片、视频、HTML5 各最多 20 个），由 Google 组合成广告 \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> 你自己制作视频、图片或轮播广告 \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> 出价选项 \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> 目标每次安装费用、目标每次操作费用、目标 ROAS，或尽可能提高转化次数 \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> 尽可能提高转化次数、目标每次操作费用、尽可能提高转化价值、目标 ROAS、尽可能争取更多点击次数 \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 \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> 自动化 \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> 你的数据细分、类似细分、自定义细分、兴趣和详细受众特征 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>一句话概括：应用广告系列是默认的装量引擎，不管你是否专门规划，YouTube 都在其中；想专门投 YouTube、用自己的视频创意和受众选择时，走需求开发广告系列。\u003C/p>\u003Ch2>路线一：应用广告系列，YouTube 只是其中一个网络\u003C/h2>\u003Cp>根据 Google Ads 帮助中心，应用广告系列会在 Google 搜索、Google Play、YouTube、Discover 和 Google 展示广告网络上展示广告。你不能只选 YouTube，也不能在版位层面排除它，投放取决于你的目标、素材和转化数据。\u003C/p>\u003Cp>这对 YouTube 意味着：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>视频素材就是你在 YouTube 上的输入。\u003C/strong>帮助中心要求应用广告系列的视频托管在 YouTube 上，方向可以是横向、纵向或方形。创建安装类应用广告系列时，图片、视频、HTML5 素材各最多可添加 20 个。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>不传视频，Google 可能替你做一个。\u003C/strong>如果没有添加视频，Google Ads 可能会用广告系列素材和应用商店页面信息自动生成视频广告。这样你仍有资格进入视频库存，但失去了对广告画面的控制。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>出价在广告系列层级设置。\u003C/strong>安装类广告系列可选目标每次安装费用、目标每次操作费用、目标 ROAS，或不设目标值的尽可能提高转化次数。这些策略怎么学习，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-smart-bidding-guide/\">Google Ads 智能出价指南\u003C/a>。\u003C/li>\u003C/ul>\u003Cp>想让应用广告系列在 YouTube 上跑得更充分，能动的杠杆是你给的创意：横向、纵向、方形三种方向的视频都提供，别只交一个横版。\u003C/p>\u003Ch2>路线二：选择「应用推广」目标的需求开发广告系列\u003C/h2>\u003Cp>需求开发广告系列是 Google 面向 YouTube（含 Shorts）、Discover、Gmail、地图和 Google 展示广告网络的广告系列类型。创建时，「应用推广」是可选的广告目标之一，与销售、潜在客户、网站流量等并列。帮助中心说明，做应用推广时，你的应用应当已经在 Google Play 或 Apple App Store 上架可下载。\u003C/p>\u003Cp>它之所以是专投 YouTube 的路线：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>渠道控制。\u003C/strong>可以手动设置渠道，而不是选择所有 Google 渠道，因此一个广告组可以只投 YouTube 版位。Google 也提示，并非每种广告都能用于所有渠道。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>广告由你制作。\u003C/strong>需求开发广告系列提供视频广告（单个视频）、图片广告和轮播广告，投 YouTube 时关键是视频广告。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>受众自己选。\u003C/strong>可以定位你的数据细分、类似细分、自定义细分、兴趣和详细受众特征。\u003C/li>\u003C/ul>\u003Cp>Google 过去用于 YouTube 转化的广告系列也归到了这里。帮助中心说明，截至 2026 年 5 月，所有视频行动广告系列（Video action campaigns）都已升级为需求开发广告系列，所以还在教你「新建视频行动广告系列拉安装」的教程已经过时。展示广告那边也发生了同样的迁移，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-display-network-guide/\">Google 展示广告网络指南\u003C/a>。\u003C/p>\u003Ch2>你的视频能出现在哪些 YouTube 版位\u003C/h2>\u003Cp>帮助中心列出，需求开发广告系列的视频可以投放到 YouTube Shorts、YouTube 插播、YouTube 首页、YouTube 搜索和 YouTube 「接下来播放」，以及 Discover、Google 视频合作伙伴和展示广告网络。不同 YouTube 版位与观众的接触方式不同：\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> 版位 \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> 观众如何接触广告（帮助中心描述） \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> 对应用安装广告意味着什么 \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> 可跳过的插播广告 \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> 在其他视频前后或中间播放，5 秒后可跳过 \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> 在「跳过」按钮出现前，要让人看清是什么 App、解决什么问题 \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> 信息流视频广告 \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> 出现在 YouTube 搜索结果、相关视频旁和移动端首页信息流中，用户需点击才观看 \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> 缩略图和标题承担「争取点击」的任务 \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> Shorts 广告 \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> 穿插在自然 Shorts 视频之间，用户上下滑动即可立刻跳过 \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> 竖版、贴近原生内容、开头就讲清重点 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>以上是版位本身的机制，不是效果结论。哪个版位为你的 App 带来更低的安装成本，只有你自己的测试能回答。\u003C/p>\u003Ch2>应用安装视频要满足的规格\u003C/h2>\u003Cp>帮助中心给出的需求开发广告系列视频规格如下：\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> 方向 \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> 宽高比 \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> 建议高清尺寸 \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 \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> 16:9 \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> 1920x1080 \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 \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 \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> 1080x1080 \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> 纵向 \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> 4:5 \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> 1080x1350 \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> 纵向（建议用于 YouTube Shorts） \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> 9:16 \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> 1080x1920 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Cp>规划时有两条时长规则要注意：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >视频最短 \u003Cstrong>5 秒\u003C/strong>。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>短于 10 秒的视频无法投放 YouTube 插播广告\u003C/strong>。专为 Shorts 剪的 6 秒版本进不了插播库存。\u003C/li>\u003C/ul>\u003Cp>应用广告系列方面，Google 要求视频托管在 YouTube 上，方向为横向、纵向或方形。一个两条路线都适用的做法是：同一个创意出 16:9、1:1、9:16 三个版本，至少保留一个 10 秒及以上的版本，并尽早让 App 本身出现在画面里——插播观众 5 秒后就能跳过，Shorts 观众随时可以滑走。\u003C/p>\u003Ch2>花钱之前先把安装衡量做好\u003C/h2>\u003Cp>对很多观众来说 YouTube 处在漏斗上层，广告系列的优化完全依赖你回传的转化数据。帮助中心描述的配置是：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>安装。\u003C/strong>下载转化操作用来跟踪用户与广告互动后的安装。安卓应用的下载转化可以通过 Google Play 自动跟踪。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>应用内操作。\u003C/strong>自定义应用内操作需要通过 Firebase 或第三方应用分析服务，在应用里添加相应代码来跟踪。首次打开默认由 Firebase 或大多数第三方应用分析服务采集。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>iOS。\u003C/strong>Google 提示，针对 iOS 14 用户推出的隐私措施可能影响转化跟踪。\u003C/li>\u003C/ul>\u003Cp>如果你按应用内操作或价值出价，而不是只看安装数，这些事件必须先稳定回传。衡量层的细节见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/mobile-ad-attribution-guide-2026/\">移动广告归因指南\u003C/a>；在 Meta 上也是同样「先衡量、后投放」的逻辑，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/facebook-ads-for-app-installs/\">Facebook 应用安装广告\u003C/a>。\u003C/p>\u003Ch2>网页到应用连接（Web to App Connect）的位置\u003C/h2>\u003Cp>网页到应用连接不是拉新装量的路线。Google 在 2025 年 9 月 5 日的公告中，把它从效果最大化、搜索和购物广告系列扩展到了 YouTube 广告、酒店广告和需求开发广告系列。它的作用是让已经安装了 App 的用户点击广告后直接进入应用。拉新安装用应用广告系列或需求开发广告系列；如果你已经在跑以网站为目标的 YouTube 广告，希望已有 App 用户直接落到应用里，才用网页到应用连接。\u003C/p>\u003Cp>另外，YouTube 应用推广不使用关键词。关键词匹配类型只适用于搜索广告系列，如果你同时在跑搜索广告，可以看 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/google-ads-keyword-match-types/\">Google Ads 关键词匹配类型详解\u003C/a>。\u003C/p>\u003Ch2>常见错误\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>想找「只投 YouTube」的应用广告系列。\u003C/strong>应用广告系列不支持选择版位，要只投 YouTube 请用需求开发广告系列的渠道控制。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>照着视频行动广告系列的教程操作。\u003C/strong>Google 已把它们全部升级为需求开发广告系列。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>只上传横版视频。\u003C/strong>Shorts 建议 9:16，应用广告系列也接受横、竖、方三种方向，只交 16:9 会限制适配的版位。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>所有视频都剪到 10 秒以内。\u003C/strong>这些版本无法投放 YouTube 插播广告。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>转化跟踪没打通就上线。\u003C/strong>没有安装和应用内事件，出价就没有优化目标。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"6\"\n        >\u003Cstrong>忽略应用商店页面检查。\u003C/strong>应用广告系列会用商店页面信息生成广告，需求开发的应用推广也要求 App 已在 Google Play 或 App Store 上架。\u003C/li>\u003C/ul>\u003Cp>如果你的业务依赖网页形态的应用而不是商店上架，渐进式网页应用是另一条路径，见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/progressive-web-apps-for-advertising-zh/\">PWA：应用安装广告的 APK 替代方案\u003C/a>。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>YouTube 应用安装广告可以只投 YouTube 吗？\u003C/h3>\u003Cp>应用广告系列不行，它会在搜索、Google Play、YouTube、Discover 和展示广告网络之间分配投放，不能选版位。选择「应用推广」目标的需求开发广告系列可以手动设置渠道，把广告组限定在 YouTube 版位。\u003C/p>\u003Ch3>视频行动广告系列还能用来推广 App 吗？\u003C/h3>\u003Cp>不能。Google Ads 帮助中心说明，截至 2026 年 5 月，所有视频行动广告系列都已升级为需求开发广告系列，请改用选择「应用推广」目标的需求开发广告系列。\u003C/p>\u003Ch3>YouTube 应用安装视频做多长合适？\u003C/h3>\u003Cp>需求开发广告系列要求视频至少 5 秒，短于 10 秒的视频无法投放 YouTube 插播广告。想覆盖插播就至少保留一个 10 秒及以上的版本，另备一个 9:16 版本用于 Shorts。\u003C/p>\u003Ch3>跟踪 YouTube 广告带来的安装一定要接 Firebase 吗？\u003C/h3>\u003Cp>安卓安装不一定，可以用下载转化操作通过 Google Play 自动跟踪。要跟踪应用内操作，帮助中心建议使用 Firebase 或第三方应用分析服务。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/youtube-ads-for-app-installs",{"en":709,"zh-CN":709},[736],{"id":38,"title":737,"site":738,"image":740,"mobileImage":750,"targetUrl":759,"enabled":705,"postDateFrom":760,"postDateTo":761,"updatedAt":762,"createdAt":763},"2026.10.20 Jakarta summit (deepclick)",{"id":18,"key":688,"name":689,"prodHost":690,"testHost":691,"blogPath":692,"docPath":693,"zhPrefix":694,"deployHookTest":695,"deployHookProd":696,"brandAuthor":217,"brandKit":739,"enabled":705,"updatedAt":706,"createdAt":707},{"logoLight":27,"logoDark":27,"primaryColor":702,"accentColor":703,"tagline":704,"wechatName":27,"xhsHandle":27,"wechatQr":27},{"id":741,"alt":742,"updatedAt":743,"createdAt":743,"url":744,"thumbnailURL":27,"filename":745,"mimeType":746,"filesize":747,"width":748,"height":749},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":751,"alt":752,"updatedAt":753,"createdAt":753,"url":754,"thumbnailURL":27,"filename":755,"mimeType":746,"filesize":756,"width":757,"height":758},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",1789530701260]