{"id":21476,"date":"2022-06-24T13:53:21","date_gmt":"2022-06-24T05:53:21","guid":{"rendered":"https:\/\/www.kickads.co\/?p=21476"},"modified":"2022-06-24T13:53:21","modified_gmt":"2022-06-24T05:53:21","slug":"google-ads-updates-in-may-everything-you-need-to-know-performance-max-campaign-upgrade-and-search-ads-automation-best-practices","status":"publish","type":"post","link":"https:\/\/www.kickads.co\/zh\/google-ads-updates-in-may-everything-you-need-to-know-performance-max-campaign-upgrade-and-search-ads-automation-best-practices\/","title":{"rendered":"Google\u5ee3\u544a5\u6708\u66f4\u65b0\u4f60\u8981\u77e5\uff1a\n\u5347\u7d1a\u7248Performance Max \u5ee3\u544a\u7cfb\u5217\uff0c\u641c\u5c0b\u5ee3\u544a\u81ea\u52d5\u5316\u6307\u5357"},"content":{"rendered":"

\u5728 5 \u6708\u8209\u884c\u7684 Google \u5e74\u5ea6\u71df\u92b7\u6d3b\u52d5\u4e2d\uff0cGoogle\u5ba3\u5e03\u4e86\u6709\u95dc\u5176\u6700\u65b0\u5ee3\u544a\u7cfb\u5217\u985e\u578b Performance Max \u7684\u591a\u9805\u529f\u80fd\u66f4\u65b0\u3002 \u6b64\u5916\uff0cGoogle\u767c\u5e03\u4e86\u641c\u5c0b\u5ee3\u544a\u81ea\u52d5\u5316\u6307\u5357\uff0c\u5e6b\u52a9\u5ee3\u544a\u5546\u4ee5\u5408\u9069\u7684\u50f9\u683c\u70ba\u6bcf\u500b\u7528\u6236\u7684\u641c\u5c0b\u67e5\u8a62\u5c55\u793a\u6700\u76f8\u95dc\u7684\u5ee3\u544a\u3002 \u8b93\u6211\u5011\u4e00\u8d77\u4f86\u770b\u770b 5 \u6708\u4efd\u7684 Google Ads \u66f4\u65b0\u5427\uff01<\/p>\n

\u00a0<\/p>\n

Google\u5ee3\u544a\u66f4\u65b0 1\uff1a
Performance Max \u5ee3\u544a\u7cfb\u5217\u5347\u7d1a
<\/strong><\/h2>\n

\u5728\u65e9\u524d\u7684Google Marketing Live \u7522\u54c1\u767c\u4f48\u4e2d\uff0cGoogle\u767c\u5e03\u5176\u5ee3\u544a\u7522\u54c1\u7684\u4e00\u7cfb\u5217\u66f4\u65b0\uff0c\u7576\u4e2d\u5305\u62ec\u4e86Performance Max\u300c\u6700\u9ad8\u6210\u6548\u300d\u5ee3\u544a\u7cfb\u5217\u7684\u5347\u7d1a\u7248\u529f\u80fd\uff0c\u4ee5\u81ea\u52d5\u5316\u7684\u65b9\u5f0f\u5e6b\u52a9\u5ee3\u544a\u5546\u900f\u904e Google \u5ee3\u544a\u6e20\u9053\u548c\u5eab\u5b58\u7372\u53d6\u66f4\u7406\u60f3\u7684\u6210\u679c\uff0c\u63d0\u5347\u696d\u7e3e\u3002<\/p>\n

\u9019\u4e9b\u5347\u7d1a\u529f\u80fd\u5305\u62ec\uff1a<\/p>\n

1. \u652f\u63f4\u5e97\u8216\u92b7\u552e\u76ee\u6a19<\/strong><\/h4>\n

\u300c\u6700\u9ad8\u6210\u6548\u300d\u5ee3\u544a\u7cfb\u5217\u5c07\u80fd\u5920\u652f\u63f4\u5e97\u8216\u92b7\u552e\u76ee\u6a19\uff0c\u91dd\u5c0d\u5be6\u9ad4\u5e97\u92b7\u552e\u76ee\u6a19\u9032\u884c\u512a\u5316\uff0c\u4ee5\u63a8\u52d5\u66f4\u591a\u7684\u5e97\u5167\u92b7\u552e\u3001\u89aa\u81e8\u9580\u5e02\u548c\u672c\u5730\u52d5\u4f5c\u6b21\u6578\uff0c\u66f4\u53ef\u8207Burst Campaigns(\u5728\u77ed\u6642\u9593\u5167\u7528\u76e1\u9810\u7b97\u653e\u9001\u5ee3\u544a\u7cfb\u5217)\u7d50\u5408\u4f7f\u7528\uff0c\u8b93\u4f60\u5728\u8a2d\u5b9a\u7684\u6642\u9593\u7bc4\u570d\u5167\u6295\u653e\u5ee3\u544a\uff0c\u5728\u66f4\u77ed\u7684\u7bc0\u65e5\u6d3b\u52d5\u671f\u9593\u9054\u6210\u5e97\u5167\u76ee\u6a19\u3002<\/p>\n


2. \u66f4\u591a\u5be6\u9a57\u5de5\u5177<\/strong><\/h4>\n

Google \u5ba3\u5e03\u5c07\u65bc\u4eca\u5e74\u5f8c\u671f\u6642\u5019\u5728\u5168\u7403\u63a8\u51fa\u66f4\u591a\u5be6\u9a57\u5de5\u5177\uff0c\u4f8b\u5982 A\/B \u6e2c\u8a66\uff0c\u4ee5\u901a\u904e\u78ba\u5b9a Performance Max \u5ee3\u544a\u7cfb\u5217\u5982\u4f55\u63a8\u52d5\u73fe\u6709\u7684 Google Ads \u5ee3\u544a\u7cfb\u5217\u7684\u589e\u91cf\u8f49\u5316\uff0c\u5e6b\u52a9\u5ee3\u544a\u5546\u6e2c\u8a66\u5176\u6f5b\u5728\u63d0\u5347\u3002<\/p>\n

\"Screenshot<\/p>\n

Source: Google Support<\/p>\n

\u00a0<\/h4>\n

3. \u5168\u65b0\u8cc7\u6599\u5206\u6790\u529f\u80fd<\/strong><\/h4>\n

\u5ee3\u544a\u5546\u53ef\u4ee5\u5f9ePerformance Max Campaigns\u7684Dashboard\u4e2d\u67e5\u770b\u5230\u66f4\u591a\u5206\u6790\u8cc7\u6599\uff0c \u5305\u62ec\u6b78\u56e0\u3001\u76ee\u6a19\u5c0d\u8c61\u548c\u7af6\u6295\u5206\u6790\u7b49\u7b49\uff0c\u52a9\u4f60\u66f4\u4e86\u89e3\u6210\u6548\u63d0\u5347\u7684\u56e0\u7d20\u3002<\/p>\n

<\/p>\n

Source: Google Ads Manager<\/p>\n

4. \u652f\u63f4Search 360 \u548c Google Ads \u61c9\u7528\u7a0b\u5f0f<\/strong><\/h4>\n

Google\u64f4\u5c55\u4e86Performance Max \u5ee3\u544a\u7cfb\u5217\u7684\u7ba1\u7406\u652f\u63f4\uff0c\u4f7f\u7528 Google Ads \u61c9\u7528\u6216 Search Ads 360 \u7684\u5ee3\u544a\u5546\u73fe\u5728\u4e5f\u53ef\u4ee5\u5229\u7528\u9019\u5169\u500b\u5de5\u5177\u7ba1\u7406\u3002

<\/p>\n

5. \u512a\u5316\u5206\u6578\u548c\u5efa\u8b70<\/strong><\/h4>\n

Google \u70ba Performance Max \u5ee3\u544a\u7cfb\u5217\u6dfb\u52a0\u4e86\u512a\u5316\u5206\u6578\u548c\u5efa\u8b70\uff0c\u4ee5\u4fbf\u5ee3\u544a\u5ba2\u6236\u4e86\u89e3\u5982\u4f55\u6539\u5584\u6b64\u81ea\u52d5\u5316\u7684\u5ee3\u544a\u7cfb\u5217.

<\/p>\n

Source: Google Ads Manager<\/p>\n

\u00a0<\/p>\n

Google\u5ee3\u544a\u66f4\u65b0 2\uff1a
\u641c\u5c0b\u5ee3\u544a\u81ea\u52d5\u5316\u6307\u5357
<\/strong><\/h2>\n

\u5728\u65e9\u524d\u7684 \u6b64\u6587<\/a> \u6587\u7ae0\u6211\u5011\u4e5f\u6709\u63d0\u5230\uff0cGoogle\u6700\u8fd1\u7684\u66f4\u65b0\u90fd\u662f\u8207AI, Machine Learning\u8207\u81ea\u52d5\u5316\u5ee3\u544a\u76f8\u95dc\uff0c \u800c\u65e9\u524dGoogle\u65e9\u524d\u6700\u8fd1\u767c\u5e03\u4e86\u300c\u641c\u5c0b\u5ee3\u544a\u81ea\u52d5\u5316\u6307\u5357\u300d<\/a>\uff0c\u4ee5\u5e6b\u52a9\u5ee3\u544a\u5546\u66f4\u6709\u6548\u4f7f\u7528\u81ea\u52d5\u5316\u641c\u5c0b\u5ee3\u544a\u5438\u5f15\u76ee\u6a19\u5ba2\u6236\uff0c\u9054\u5230\u6295\u8cc7\u5831\u916c\u7387\u76ee\u6a19\u3002<\/p>\n

\"Search<\/p>\n

Source: Google Support<\/p>\n

\u4ee5\u4e0b\u662f\u7576\u4e2d\u63d0\u53ca\u7684\u4e09\u500b\u6700\u4f73\u5be6\u8e10\u65b9\u6cd5\uff0c\u5927\u5bb6\u4e0d\u59a8\u53c3\u8003\u770b\u770b\uff1a<\/p>\n

1. \u4f7f\u7528\u5ee3\u6cdb\u914d\u5c0d(Broad Match)\u95dc\u9375\u5b57\u7b56\u7565<\/strong><\/span><\/h4>\n

\u4ee5\u5f80\u5728\u4f7f\u7528\u5ee3\u6cdb\u914d\u5c0d\u6642\uff0c\u6211\u5011\u7e3d\u6703\u767c\u73fe\u4e0d\u5c11\u5ee3\u544a\u9810\u7b97\u90fd\u6d6a\u8cbb\u4e86\u5728\u4e0d\u76f8\u95dc\u7684\u9ede\u64ca\u4e0a\uff0c\u56e0\u800c\u5f71\u97ff\u4e86\u6574\u9ad4\u7684\u5ee3\u544a\u8868\u73fe\uff1b\u4f46\u662f\u73fe\u5728Google\u8868\u793a\u5ee3\u6cdb\u6bd4\u5c0d\u6703\u904b\u7528\u5f37\u5927\u7684\u6a5f\u5668\u5b78\u7fd2\u6280\u8853\u627e\u51fa\u76f8\u95dc\u641c\u7d22\uff0c\u5c07\u89f8\u53ca\u5c0d\u8c61\u64f4\u5927\u5f9e\u800c\u63d0\u5347\u5ee3\u544a\u8868\u73fe\uff0c\u66f4\u53ef\u914d\u5408\u667a\u80fd\u7af6\u50f9\u4f7f\u7528\uff0c\u78ba\u4fdd\u53ea\u6703\u91dd\u5c0d\u4f60\u9810\u671f\u6210\u6548\u826f\u597d\u7684\u641c\u5c0b\u51fa\u50f9\uff0c\u6210\u6548\u66f4\u96b9\u3002<\/p>\n

\u00a0<\/p>\n

2. \u4f7f\u7528\u667a\u80fd\u7af6\u50f9(Smart Bidding)\u7b56\u7565<\/strong><\/span><\/h4>\n

Google\u8868\u793a\u667a\u80fd\u7af6\u50f9\u6703\u6839\u64da\u4f60\u7684\u6295\u8cc7\u5831\u916c\u7387\u76ee\u6a19\uff0c\u91dd\u5c0d\u6bcf\u9805\u641c\u5c0b\u67e5\u8a62\u548c\u7af6\u50f9\u8a2d\u5b9a\u5408\u9069\u7684\u51fa\u50f9\uff0c\u4ee5\u5354\u52a9\u4f60\u7528\u9069\u7576\u7684\u50f9\u683c\u63a5\u89f8\u7406\u60f3\u5c0d\u8c61\uff0c\u5f9e\u800c\u7c21\u5316\u6211\u5011\u8a2d\u7f6e\u548c\u7ba1\u7406\u5ee3\u544a\u7684\u65b9\u5f0f\uff0c\u4f46\u8981\u5982\u679c\u4e00\u6b21\u9032\u884c\u592a\u591a\u66f4\u6539\uff0c\u6709\u6a5f\u6703\u5f71\u97ff\u9810\u7b97\u652f\u51fa\u548c\u8f49\u63db\u7387\uff0c\u5728\u9032\u884c\u6e2c\u8a66\u6642\u8a18\u5f97\u8981\u7559\u610f\u3002\n`<\/p>\n

\u00a0<\/p>\n

3. \u4f7f\u7528\u56de\u61c9\u5f0f\u641c\u5c0b\u5ee3\u544a Responsive Search Ads<\/strong><\/h4>\n

\u901a\u904e\u4f7f\u7528\u591a\u500b\u5ee3\u544a\u6a19\u984c\u548c\u63cf\u8ff0\uff0c\u8b93Google\u6839\u64da\u7af6\u50f9\u671f\u9593\u4fe1\u865f\uff0c\u91dd\u5c0d\u6bcf\u500b\u641c\u5c0b\u67e5\u8a62\u81ea\u52d5\u5efa\u7acb\u4e26\u5c55\u793a\u76f8\u95dc\u5ee3\u544a\uff0c\u6709\u52a9\u5411\u5ba2\u6236\u986f\u793a\u66f4\u5207\u5408\u9700\u6c42\u7684\u8a0a\u606f\uff0c\u63d0\u9ad8\u5ee3\u544a\u5438\u5f15\u5ea6\u3002<\/p>\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

In Google\u2019s annual Marketing Live event held in May, Google Ads announced several feature updates about its newest campaign type, Performance Max Campaigns. In addition, a search ads automation guide was released to help advertisers to show the most relevant ad for every user search at the right price. Let\u2019s take a look at the […]<\/p>\n","protected":false},"author":6,"featured_media":21477,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[52],"tags":[],"class_list":["post-21476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/comments?post=21476"}],"version-history":[{"count":0,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/posts\/21476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media\/21477"}],"wp:attachment":[{"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/media?parent=21476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/categories?post=21476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kickads.co\/zh\/wp-json\/wp\/v2\/tags?post=21476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}