开始使用细分受众群
使用集合让一切井井有条
根据您的偏好保存内容并对其进行分类。
细分受众群(也称为用户名单)是指 Google 估计的具有特定兴趣、意向或受众特征信息的用户群。展示广告系列、搜索广告系列、视频广告系列、酒店广告系列和标准购物广告系列支持受众群体细分定位。您可以在广告组和广告系列一级定位或排除细分受众群。
如果您想为效果最大化广告系列或需求开发广告系列定位细分受众群,请参阅受众群体指南。
详细了解受众群体细分。
基本概念
您可以创建并定位 UserList
,直接定位细分受众群。您需要在 UserList
中提供的信息部分取决于您要创建的用户列表类型。您可以使用以下类型:
crm_based_user_list
:您提供的 CRM 用户列表。
rule_based_user_list
:根据一条或一组规则生成的用户名单,通常基于用户执行或未执行的操作。
logical_user_list
:用户列表,是用户列表和用户兴趣的自定义组合。
basic_user_list
:用户名单定位,以转化或再营销操作的集合形式表示。
similar_user_list
:仅限输出的用户列表,其中包含与另一个列表中的用户相似的用户。
lookalike_user_list
:由与一组可配置的初始用户名单中的用户相似的用户组成的用户名单。
这些用户名单类型可用于构建可实现不同业务目标的受众群体细分。例如,若要构建访问过您网站的用户名单,您需要创建rule_based_user_list
。
您可以在用户列表上设置两个重要属性:membership_life_span
和 membership_status
。前者可让您定义用户被视为在列表中的时间段(以天为单位)。后者用于定义名单是否接受新用户。请注意,对于 logical_user_list
和 rule_based_user_list
,系统会忽略 membership_life_span
,因为这些类型的列表成员资格取决于列表定义的规则。
使用情况流程
以下是在 Google Ads API 中使用细分受众群的总体流程。
实现前提条件(如适用)。
通过创建包含 UserListService
的 UserList
来创建和配置受众群体细分。
将广告系列或广告定位到细分受众群。
查看细分受众群的效果。
实现前提条件
如需创建和定位细分受众群,您首先需要:
查看针对用户兴趣和地理位置投放广告的政策。
有关用户的敏感信息不能用于创建受众群体。
设置 Google 代码。这是根据网站访问情况或网站上的操作定位细分受众群所必需的。对于目标客户匹配或自定义受众群体,则不需要此设置。
如果广告客户希望根据移动应用行为创建用户名单,则应实现 Firebase SDK 或使用第三方 SDK 来跟踪应用内行为。
检索 Google 代码
所有 Google Ads 账号都只有一个账号级 Google 代码,该代码会在账号开通时自动创建。
您可以在 Google Ads 界面中按照帮助中心说明检索 Google 代码,也可以在 Google Ads API 中通过创建 RemarketingAction
来检索 Google 代码,然后使用 remarketing_action
资源发出 GoogleAdsService.searchStream
请求:
SELECT
remarketing_action.id,
remarketing_action.name,
remarketing_action.tag_snippets
FROM remarketing_action
WHERE remarketing_action.resource_name = 'REMARKETING_ACTION_RESOURCE_NAME'
在网站或应用中添加 Google 代码
接下来,您需要在网站的所有网页上添加 Google 代码。详细了解如何向网站或移动应用添加 Google 代码。
如果您计划仅根据访问过的网页网址来创建细分受众群,则无需对 Google 代码进行任何修改。如果您使用自定义参数,则需要修改代码以加入这些参数,详情请参阅编写代码和创建再营销名单的高级策略。
您可以使用 Google Tag Assistant 验证代码安装情况。
内置 Google 代码参数
您可以使用内置的再营销参数 url__
,根据用户在您网站上访问过的网址来定位用户名单,如网站访问者示例中所示。
自定义 Google 代码参数
您可以向 Google 代码添加自定义 Google 代码参数,以创建更精细的用户名单。
在创建自己的自定义参数之前,请查看预定义参数列表,看看是否已有适合您用例的参数。使用预定义的参数可以更轻松地与其他 Google Ads 再营销功能集成。
创建细分受众群
无论哪种类型的广告,都需遵守以下制作指南:
请使用同一账号创建您打算用于修改用户列表的用户列表。用户名单只能由创建它的 Google Ads 账号或数据合作伙伴账号修改。否则,用户名单为只读。
测试账号不支持用户列表,并且在创建后会自动关闭。
Google Analytics 受众群体
您可以检索在 Google Analytics 中创建的细分受众群(包括 Google Analytics 4 [GA4] 受众群体)并定位这些细分受众群。这些用户名单会在您的 Google Ads 账号中填充,并且可以使用 UserListService
进行检索。
如需在 Google Ads 中使用 Google Analytics 受众群体,您必须先将 Google Analytics 账号与 Google Ads 账号相关联。
在 API 中,这些受众群体的 user_list.type
通常为 REMARKETING
或 RULE_BASED
。该 API 不会指明用户名单是在 Google Analytics 中创建的,但您可以按名称识别这些名单,然后像定位任何其他用户名单一样在广告系列中定位这些名单。
UserList 中的细分受众群类型
点击特定细分受众群的链接,了解如何为相应类型的细分受众群创建和定位 UserList
:
- 您网站的访问者
- 覆盖访问过您的网站或应用的用户。这是通过广告客户定义的规则实现的。
- 特定网页的访问者
- 为此,您可以定位访问过包含或等于指定值的网址的用户。
- 执行过特定操作的访问者
- 这可能包括在您的网站或应用上完成购买等操作。
- 多个用户名单
- 为此,您可以组合使用两个或更多个用户名单,以实现更精细的定位。
- 使用电子邮件地址、地址或用户 ID 的目标客户匹配
- 包含从第一方数据存储区上传的客户数据的用户名单。
- 自定义受众群体
- 输入相关的关键字、网址或应用,以覆盖理想的受众群体。这些关键字、网址或应用应能代表您要定位的用户的兴趣和意向。
- 相似细分受众群
- 定位与现有受众群体相似且具有相同特征的受众群体。
如未另行说明,那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可,并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情,请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC):2025-08-28。
[null,null,["最后更新时间 (UTC):2025-08-28。"],[[["\u003cp\u003eAudience segments are groups of people sharing specific traits, used for targeted advertising in various Google Ads campaigns.\u003c/p\u003e\n"],["\u003cp\u003eSix user list types, including CRM-based, rule-based, and lookalike, enable building segments for diverse business goals.\u003c/p\u003e\n"],["\u003cp\u003eCreating audience segments involves setting up Google tag, defining membership lifespan, and adhering to advertising policies.\u003c/p\u003e\n"],["\u003cp\u003eYou can target audiences based on website visits, specific actions, customer data, custom audiences, and similar user characteristics.\u003c/p\u003e\n"],["\u003cp\u003eDetailed guidance on creating and managing different audience segment types is provided through linked documentation.\u003c/p\u003e\n"]]],[],null,["Audience segments, also known as user lists, are groups of people with specific\ninterests, intents, or demographic information, as estimated by Google. Audience\nsegment targeting is supported for Display, Search, Video, Hotel, and Standard\nShopping campaigns. You can target or exclude audience segments at both the ad\ngroup and campaign levels.\n\nIf you want to target audience segments for Performance Max or Demand Gen\ncampaigns, visit the Audiences [guide](/google-ads/api/docs/remarketing/audiences).\n\n[Learn more about audience\nsegments](//support.google.com/google-ads/answer/2497941).\n\nBasic concepts\n\nYou can target audience segments directly by creating and targeting a\n[`UserList`](/google-ads/api/reference/rpc/v21/UserList). The information you need to provide in the\n`UserList` partly depends on the user list type you want to create. The\nfollowing types are available:\n\n1. [`crm_based_user_list`](/google-ads/api/reference/rpc/v21/CrmBasedUserListInfo): User list of\n CRM users you provide.\n\n2. [`rule_based_user_list`](/google-ads/api/reference/rpc/v21/RuleBasedUserListInfo): User list\n generated by a rule or set of rules, typically based on actions the user\n did---or didn't--- take.\n\n3. [`logical_user_list`](/google-ads/api/reference/rpc/v21/LogicalUserListInfo): User list that is\n a custom combination of user lists and user interests.\n\n4. [`basic_user_list`](/google-ads/api/reference/rpc/v21/BasicUserListInfo): User list targeting as\n a collection of conversion or remarketing actions.\n\n5. [`similar_user_list`](/google-ads/api/reference/rpc/v21/SimilarUserListInfo): Output-only user\n list of users which are similar to users from another list.\n\n6. [`lookalike_user_list`](/google-ads/api/reference/rpc/v21/LookalikeUserListInfo): User list\n composed of users similar to those of a configurable set of seed user lists.\n\nThese user list types can be used to build audience segments that accomplish\ndifferent business goals. For example, to build a list of users that visited\nyour website, you would create a `rule_based_user_list`.\n\nTwo important attributes you can set on a user list are\n[`membership_life_span`](/google-ads/api/reference/rpc/v21/UserList#membership_life_span) and\n[`membership_status`](/google-ads/api/reference/rpc/v21/UserList#membership_status). The former lets\nyou define the time period, in days, for which a user is considered to be in the\nlist. The latter defines whether the list accepts new users. Note that\n`membership_life_span` is ignored for `logical_user_list` and\n`rule_based_user_list`, as list membership for these types depends on the rules\ndefined by the list.\n\nUsage Flow\n\nHere is the overall flow for using audience segments in the Google Ads API.\n\n1. Implement the [prerequisites](#prerequisites), where applicable.\n\n2. Create and configure the audience segment by creating a [`UserList`](/google-ads/api/reference/rpc/v21/UserList) with the\n [`UserListService`](/google-ads/api/reference/rpc/v21/UserListService).\n\n | **Note:** Custom audiences use [`CustomAudience`](/google-ads/api/reference/rpc/v21/CustomAudience) with the [`CustomAudienceService`](/google-ads/api/reference/rpc/v21/CustomAudienceService), instead of `UserList`.\n3. Target your campaigns or ads to the audience segment.\n\n4. Review audience segment performance.\n\nImplement the prerequisites\n\nIn order to create and target audience segments, you first need to:\n\n1. Review the\n [policy for advertising based on interests and location](//support.google.com/adspolicy/answer/143465).\n Sensitive information about users can't be used to build audiences.\n\n2. Set up your Google tag. This is required to target audience segments based\n on visits to or actions on your website. It is not required for [Customer\n Match](/google-ads/api/docs/remarketing/audience-segments/customer-match/get-started) or\n [custom audiences](/google-ads/api/docs/remarketing/audience-segments/custom-audiences).\n\n Advertisers seeking to create user lists based on mobile app behavior should\n implement the Firebase SDK or work with third-party SDKs in order to track\n in-app behavior.\n\nRetrieve the Google tag\n\nAll Google Ads accounts have exactly one account-level [Google\ntag](//support.google.com/google-ads/answer/11994839), created automatically\nwhen the account is opened.\n\nYou can retrieve the Google tag in the Google Ads UI by following the [Help Center\ninstructions](//support.google.com/google-ads/answer/12002338#find-tag-id) or in\nthe Google Ads API by creating a `RemarketingAction` and then retrieving the Google tag\nby issuing a\n[`GoogleAdsService.searchStream`](/google-ads/api/reference/rpc/v21/GoogleAdsService/SearchStream)\nrequest using the [`remarketing_action`](/google-ads/api/fields/v21/remarketing_action)\nresource: \n\n SELECT\n remarketing_action.id,\n remarketing_action.name,\n remarketing_action.tag_snippets\n FROM remarketing_action\n WHERE remarketing_action.resource_name = '\u003cvar translate=\"no\"\u003eREMARKETING_ACTION_RESOURCE_NAME\u003c/var\u003e'\n\nInstall the Google tag on your website or app\n\nThe next step is to install your Google tag on all of your site's pages. [Learn\nmore about adding the Google tag to your site or mobile\napp](//support.google.com/google-ads/answer/2476688).\n\nIf you're planning to build audience segments based only on visited page URLs,\nyou don't need to make any edits to your Google tag. If you're using custom\nparameters, you need to edit your tag to include them, as detailed in [Advanced\nstrategies for tagging and creating remarketing\nlists](//support.google.com/google-ads/answer/3111920#standard_parameters).\n\nYou can use [Google Tag Assistant](//tagassistant.google.com) to validate\nyour tag installation.\n\nBuilt-in Google tag parameters\n\nYou can use the built-in remarketing parameter `url__` to target a user list\nbased on the URLs that people have visited on your website, as demonstrated in\nthe\n[Visitors to your website example](/google-ads/api/docs/remarketing/audience-segments/website-visitors#expandable-1).\n\nCustom Google tag parameters\n\nYou can add [custom Google tag\nparameters](//support.google.com/google-ads/answer/3111920#standard_parameters)\nto your Google tag to create more tailored user lists.\n\nBefore creating your own custom parameters, check out the list of\n[predefined parameters](//support.google.com/google-ads/answer/3103357) to see\nif there's already a good fit for your use case. Using predefined parameters\nmakes it easier to integrate with other Google Ads remarketing features.\n\nCreate audience segments\n\nThe following creation guidelines apply regardless of type:\n\n1. Use the same account to create the user list that you plan to use to modify\n the user list. A user list can only be modified by the Google Ads or [data\n partner](//support.google.com/google-ads/answer/7361372) account that\n created it. Otherwise, the user list is\n [read-only](/google-ads/api/reference/rpc/v21/UserList#read_only).\n\n2. User lists are not supported in [test\n accounts](/google-ads/api/docs/best-practices/test-accounts) and are automatically closed\n upon creation.\n\nGoogle Analytics audiences\n\nYou can retrieve and target audience segments created in Google Analytics,\nincluding Google Analytics 4 (GA4) audiences. These user lists are populated in\nyour Google Ads account and can be retrieved with the `UserListService`.\n\nTo use Google Analytics audiences in Google Ads, you must first\n[link your Google Analytics and Google Ads\naccounts](//support.google.com/google-ads/answer/7519537).\n\nIn the API, these audiences typically have a `user_list.type` of `REMARKETING`\nor `RULE_BASED`. The API doesn't indicate that the user list was created in\nGoogle Analytics, but you can identify them by name and then target them in your\ncampaigns just like any other user list.\n\nAudience segment types in a UserList\n\nClick an audience segment-specific link for guidance on how to create and target\na `UserList` for that type:\n\n[Visitors to your website](/google-ads/api/docs/remarketing/audience-segments/website-visitors)\n: Reach people who have visited either your website or your apps. This is done\n through advertiser-defined rules.\n\n[Visitors to specific pages](/google-ads/api/docs/remarketing/audience-segments/visited-specific-pages)\n: This is done by targeting users that have visited a URL that contains or\n equals a given value.\n\n[Visitors who took specific actions](/google-ads/api/docs/remarketing/audience-segments/took-specific-actions)\n: This can include actions such as a purchase on your website or app.\n\n[Multiple user lists](/google-ads/api/docs/remarketing/audience-segments/multiple-user-lists)\n: This is done by combining two or more user lists to create even more\n sophisticated targeting.\n\n[Customer Match with email address, address, or user ID](/google-ads/api/docs/remarketing/audience-segments/customer-match)\n: A user list of uploaded customer data from your first-party datastore.\n\n[Custom audiences](/google-ads/api/docs/remarketing/audience-segments/custom-audiences)\n: Reach your ideal audience by entering relevant keywords, URLs, or apps that\n represent the interests and intents of the users you want to target.\n\n[Lookalike segments](/google-ads/api/docs/remarketing/audience-segments/lookalike-audiences)\n: Target audiences that are similar to and share characteristics with others."]]