{"id":76860,"date":"2023-10-05T08:48:20","date_gmt":"2023-10-05T07:48:20","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=76860"},"modified":"2024-09-20T17:46:00","modified_gmt":"2024-09-20T16:46:00","slug":"performance-max-2-years-later-how-do-we-feel-now","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/performance-max-2-years-later-how-do-we-feel-now\/","title":{"rendered":"\u6027\u80fd\u6700\u5927\u5316 - 2 \u5e74\u4e4b\u540e\uff1a\u6211\u4eec\u73b0\u5728\u611f\u89c9\u5982\u4f55\uff1f"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u5361\u62c9-\u65af\u6c83\u7279<\/h3><\/div>

Artefact \u6bd4\u8377\u5362\u9ad8\u7ea7 SEA \u987e\u95ee<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u63a2\u7d22 Performance Max (Pmax) \u63a8\u5e7f\u6d3b\u52a8\u63a8\u51fa\u4e24\u5e74\u540e\u7684\u53d1\u5c55\u53d8\u5316\u3002\u63a2\u7d22 Google \u6240\u9762\u4e34\u7684\u6311\u6218\u3001\u53d8\u5316\u548c\u6539\u8fdb\uff0c\u4e86\u89e3 Performance Max \u5982\u4f55\u6539\u53d8\u5728\u7ebf\u5e7f\u544a\u3002. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u4e24\u5e74\u524d\uff0cPerformance Max\uff08Pmax\uff09\u5e7f\u544a\u7cfb\u5217\u5728 Google Ads \u5806\u6808\u4e2d\u53d1\u5e03\uff0c\u5e76\u627f\u8bfa\u901a\u8fc7\u81ea\u52a8\u7ade\u4ef7\u548c\u4f18\u5316\u3001\u52a8\u6001\u521b\u610f\u3001\u7b80\u5316\u5e7f\u544a\u7cfb\u5217\u7ba1\u7406\u3001\u5e7f\u6cdb\u8986\u76d6\u548c\u9ad8\u7ea7\u62a5\u544a\uff0c\u5c06\u5e7f\u544a\u7cfb\u5217\u7684\u6027\u80fd\u63d0\u5347\u5230\u4e00\u4e2a\u5168\u65b0\u7684\u6c34\u5e73\u3002\u7136\u800c\uff0c\u5e7f\u544a\u5ba2\u6237\u6700\u521d\u7684\u53cd\u5e94\u4e0d\u4e00\uff0c\u8bb8\u591a\u4eba\u8ba4\u4e3a\u8fd9\u79cd\u5e7f\u544a\u6d3b\u52a8\u7c7b\u578b\u7f3a\u4e4f\u63a7\u5236\u548c\u900f\u660e\u5ea6\u3002.<\/p>\n

\u5728 Pmax \u63a8\u51fa\u540e\u7684\u6570\u6708\u548c\u6570\u5e74\u4e2d\uff0cGoogle \u5bf9\u5176\u8fdb\u884c\u4e86\u4e00\u7cfb\u5217\u4fee\u6539\uff0c\u4ee5\u52aa\u529b\u89e3\u51b3\u8fd9\u4e9b\u95ee\u9898\u3002\u8fd9\u4e9b\u53d8\u5316\u5305\u62ec\u5f15\u5165\u81ea\u52a8\u521b\u5efa\u8d44\u4ea7\u3001Pmax \u5b9e\u9a8c\u548c Pmax \u6d1e\u5bdf\u7b49\u65b0\u529f\u80fd\u3002\u56e0\u6b64\uff0c\u5e7f\u544a\u5546\u5bf9 Pmax \u7684\u63a5\u53d7\u5ea6\u8d8a\u6765\u8d8a\u9ad8\uff0c\u73b0\u5728\u5b83\u5df2\u88ab\u89c6\u4e3a\u5404\u79cd\u89c4\u6a21\u4f01\u4e1a\u7684\u53ef\u884c\u9009\u62e9\u3002.<\/p>\n<\/div>

\u6027\u80fd\u6700\u5927\u5316\u7684\u65e9\u671f<\/h2><\/div>

Performance Max \u53d1\u5e03\u4e4b\u521d\uff0c\u9047\u5230\u4e86\u8bb8\u591a\u6311\u6218\u3002\u5176\u4e2d\u6700\u5927\u7684\u4e00\u4e2a\u95ee\u9898\u662f\u5e7f\u544a\u5ba2\u6237\u5bf9\u5176\u8425\u9500\u6d3b\u52a8\u7f3a\u4e4f\u63a7\u5236\u3002\u8fd9\u662f\u56e0\u4e3a Pmax \u4f7f\u7528\u673a\u5668\u5b66\u4e60\u6280\u672f\u6765\u4f18\u5316\u5e7f\u544a\u7cfb\u5217\uff0c\u8fd9\u610f\u5473\u7740\u5e7f\u544a\u5ba2\u6237\u5bf9\u5176\u5e7f\u544a\u7cfb\u5217\u7684\u6267\u884c\u60c5\u51b5\u4e86\u89e3\u6709\u9650\u3002.<\/p>\n

\u53e6\u4e00\u4e2a\u4ee4\u4eba\u62c5\u5fe7\u7684\u95ee\u9898\u662f\u7f3a\u4e4f\u900f\u660e\u5ea6\u548c targeting\u3002\u5e7f\u544a\u5546\u65e0\u6cd5\u770b\u5230\u54ea\u4e9b\u8d44\u4ea7\u8868\u73b0\u826f\u597d\uff0c\u6216\u54ea\u4e9b audience \u88ab\u5217\u4e3a\u76ee\u6807\u3002\u8fd9\u5c31\u5f88\u96be\u8ddf\u8e2a\u5e7f\u544a\u6d3b\u52a8\u7684\u6548\u679c\u5e76\u505a\u51fa\u5fc5\u8981\u7684\u8c03\u6574\u3002.<\/p>\n

Performance Max \u8425\u9500\u6d3b\u52a8\u7684\u76ee\u6807\u5b9a\u4f4d\u65b9\u5f0f\u8fc7\u53bb\uff08\u73b0\u5728\uff09\u4e0e\u6807\u51c6\u8425\u9500\u6d3b\u52a8\u622a\u7136\u4e0d\u540c\u3002\u7531\u4e8e\u8425\u9500\u6d3b\u52a8\u9488\u5bf9\u7684\u662f audience \u4fe1\u53f7\uff0c\u800c\u4e0d\u662f\u7279\u5b9a\u7684 audience \u7fa4\u4f53\uff0c\u56e0\u6b64\u4e0d\u6e05\u695a\u8fd9\u5c06\u5bf9\u5177\u6709\u975e\u5e38\u5177\u4f53\u7684\u76ee\u6807\u548c\u76ee\u7684\u7684\u4f01\u4e1a\u4ea7\u751f\u4ec0\u4e48\u5f71\u54cd\u3002.<\/p>\n<\/div>

\u6027\u80fd\u6700\u5927\u5316\u7684\u6f14\u53d8<\/h2><\/div>

\u9488\u5bf9\u8fd9\u4e9b\u95ee\u9898\uff0cGoogle \u5bf9 Performance Max \u8fdb\u884c\u4e86\u4e00\u7cfb\u5217\u8c03\u6574\u3002\u6269\u5c55\u4e86 targeting \u9009\u9879\uff0c\u5982\u81ea\u5b9a\u4e49 audience\u3001\u518d\u8425\u9500\u5217\u8868\u548c\u5e02\u573a audience\uff0c\u5e76\u6539\u8fdb\u4e86\u62a5\u544a\uff0c\u63d0\u4f9b\u4e86\u66f4\u591a\u6709\u5173\u8f6c\u6362\u3001\u8f6c\u6362\u4ef7\u503c\u548c ROAS \u7684\u4fe1\u606f\u3002\u8fd9\u4e9b\u53d8\u5316\u4f7f\u5e7f\u544a\u7cfb\u5217\u7c7b\u578b\u66f4\u52a0\u7528\u6237\u53cb\u597d\u548c\u900f\u660e\u3002\u4f8b\u5982\uff0c\u5e7f\u544a\u5546\u73b0\u5728\u53ef\u4ee5\u770b\u5230\u54ea\u4e9b\u8d44\u4ea7\u8868\u73b0\u826f\u597d\uff0c\u54ea\u4e9b audience \u88ab\u5217\u4e3a\u76ee\u6807\u3002\u4ed6\u4eec\u8fd8\u53ef\u4ee5\u4f7f\u7528 Performance Max Experiments \u7b49\u65b0\u529f\u80fd\u6d4b\u8bd5\u4e0d\u540c\u7684\u5e7f\u544a\u7cfb\u5217\u8bbe\u7f6e\u3002.<\/p>\n<\/div>

\u6027\u80fd\u6700\u5927\u5316\u7684\u672a\u6765<\/h2><\/div>

\u968f\u7740\u4eba\u5de5\u667a\u80fd\u7684\u4e0d\u65ad\u53d1\u5c55\uff0cPmax \u53ef\u80fd\u4f1a\u53d8\u5f97\u66f4\u52a0\u590d\u6742\u3002\u8fd9\u610f\u5473\u7740\u5e7f\u544a\u5546\u5bf9\u5176\u8425\u9500\u6d3b\u52a8\u7684\u63a7\u5236\u5c06\u66f4\u5c11\uff0c\u4f46\u4e5f\u80fd\u53d6\u5f97\u66f4\u597d\u7684\u6548\u679c\u3002\u672a\u6765\uff0cPmax \u53ef\u80fd\u4f1a\u6210\u4e3a\u8bb8\u591a\u4f01\u4e1a\u7684\u9ed8\u8ba4\u8425\u9500\u6d3b\u52a8\u7c7b\u578b\u3002\u8fd9\u662f\u56e0\u4e3a\u5b83\u6709\u53ef\u80fd\u5728\u4e0d\u9700\u8981\u5927\u91cf\u4eba\u5de5\u5e72\u9884\u7684\u60c5\u51b5\u4e0b\u663e\u8457\u63d0\u9ad8\u6027\u80fd\u3002.<\/p>\n<\/div>

\u7ed3\u8bba<\/h2><\/div>

Performance Max \u81ea\u4e24\u5e74\u524d\u63a8\u51fa\u4ee5\u6765\u53d6\u5f97\u4e86\u957f\u8db3\u7684\u8fdb\u6b65\u3002\u73b0\u5728\uff0c\u8fd9\u79cd\u6d3b\u52a8\u7c7b\u578b\u5bf9\u7528\u6237\u66f4\u52a0\u53cb\u597d\u3001\u66f4\u52a0\u900f\u660e\uff0c\u800c\u4e14\u6709\u53ef\u80fd\u663e\u8457\u63d0\u9ad8\u6027\u80fd\u3002\u968f\u7740\u4eba\u5de5\u667a\u80fd\u7684\u4e0d\u65ad\u53d1\u5c55\uff0cPmax \u6709\u53ef\u80fd\u53d8\u5f97\u66f4\u52a0\u590d\u6742\u548c\u5f3a\u5927\u3002.<\/p>\n

\u4ee5\u4e0b\u662f\u5bf9 Performance Max \u672a\u6765\u7684\u4e00\u4e9b\u8865\u5145\u770b\u6cd5\uff1a<\/p>\n<\/div>