开始使用受众群体管理
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。
您可以创建和定位受众群体和细分受众群,根据用户的身份、兴趣和习惯、他们正在积极调研的对象或者与贵商家互动的方式来覆盖他们。
使用您的数据,您可以向之前访问过您的网站、使用过您的移动应用或位于您的数据库(例如目标客户匹配)中的用户投放广告,方法是在他们访问其他网站或使用 Google 搜索时向他们展示相关广告。
受众群体
Audience
是一种有效的定位选项,可让您通过组合各种细分受众群属性(例如详细受众特征和兴趣相似的受众群体)得出其交集部分,从而创建出代表目标细分受众群某一部分的群体。需求开发广告系列支持受众群体定位。
受众群体由细分受众群和其他受众特征维度(包括年龄、性别、家庭收入和育儿状况)组成。
如需开始创建和定位受众群体,请参阅受众群体指南。
细分受众群
细分受众群(也称为用户列表)是指 Google 估计的具有特定兴趣、意向和受众特征信息的用户群体。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细分受众群定位。
您可以创建并定位 UserList
,直接定位细分受众群。请参阅细分受众群使用入门指南,开始创建细分受众群并定位到细分受众群。
定位设置
您可以在广告组或广告系列中使用定位设置,指定是否缩小广告组或广告系列的覆盖面,使其仅面向特定受众群体细分展示,或者仅在您选择的特定内容中展示。
通过为“观察”模式配置定位设置,您可以在不限制广告覆盖面的情况下,监测细分受众群的效果并为其设置自定义出价。如需了解详情,请参阅定位设置指南。
借助动态再营销,您可以向之前的访问者展示包含他们在您网站上浏览过的产品和服务的广告,从而进一步自定义受众群体定位。利用针对受众群体定制的广告内容,动态再营销可以帮助您吸引之前的访问者再次访问您的网站或应用,完成他们已经开始但尚未完成的操作,从而帮助积累潜在客户、提高销售业绩。动态再营销功能适用于展示广告网络、效果最大化广告系列和应用广告系列。
请参阅动态再营销指南,了解如何在 Google Ads API 中开始使用动态再营销广告系列。
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):2025-08-27。
[null,null,["最后更新时间 (UTC):2025-08-27。"],[[["\u003cp\u003eGoogle Ads allows you to create and target audiences and audience segments to reach specific user groups based on demographics, interests, behaviors, and interactions with your business.\u003c/p\u003e\n"],["\u003cp\u003eYou can leverage your data to retarget users who have previously engaged with your website, app, or customer databases through tailored ads.\u003c/p\u003e\n"],["\u003cp\u003eAudience targeting, available for Performance Max and Discovery campaigns, lets you combine segment attributes like demographics and affinities to reach precise user groups.\u003c/p\u003e\n"],["\u003cp\u003eAudience segments, supported by various campaign types including Display, Search, and Video, enable targeting based on user interests, intents, and demographics estimated by Google.\u003c/p\u003e\n"],["\u003cp\u003eDynamic remarketing allows for personalized ad experiences by showcasing products and services previously viewed by users, driving conversions and engagement.\u003c/p\u003e\n"]]],[],null,["# Get started with audience management\n\nYou can create and target\n[audiences](//support.google.com/google-ads/answer/11421388) and [audience\nsegments](//support.google.com/google-ads/answer/2497941) to reach users based\non who they are, their interests and habits, what they are actively researching,\nor how they've interacted with your business.\n\n[Using your data](//support.google.com/google-ads/answer/2453998) lets you\nadvertise to users who have previously visited your website, used your mobile\napp, or who are in your databases such as [Customer\nMatch](//support.google.com/google-ads/answer/6379332), by showing them relevant\nads when they visit other sites or search with Google.\n\nAudiences\n---------\n\nAn [`Audience`](/google-ads/api/reference/rpc/v21/Audience) is an effective targeting option that\nlets you intersect different segment attributes, such as detailed demographics\nand affinities, to create groups that represent sections of your target\nsegments. Audience targeting is supported for\n[Demand Gen](//support.google.com/google-ads/answer/9176876) campaigns.\n\nAudiences are made up of audience segments and other audience dimensions,\nincluding age, gender, household income, and parental status.\n\nCheck out the [Audiences guide](/google-ads/api/docs/remarketing/audiences) to get started on\ncreating and targeting audiences.\n\nAudience segments\n-----------------\n\n[Audience segments](//support.google.com/google-ads/answer/2497941), also known\nas user lists, are groups of people with specific interests, intents, and\ndemographic information, as estimated by Google. Audience segment targeting is\nsupported for Display, Search, Video, Hotel, and Standard Shopping campaigns.\n\nYou can target audience segments directly by creating and targeting a\n[`UserList`](/google-ads/api/reference/rpc/v21/UserList). Check out the [Get started with audience\nsegments](/google-ads/api/docs/remarketing/audience-segments/getting-started) guide to get\nstarted on creating and targeting audience segments.\n\n### Targeting settings\n\nYou can use the targeting setting on your ad group or campaign to specify\nwhether to narrow your ad group or campaign to only show to specific audience\nsegments or on specific content you've selected.\n\nConfiguring the targeting setting for \"Observation\" mode lets you monitor and\nset custom bids for an audience segment without restricting your reach. Visit\nthe [Targeting Settings](/google-ads/api/docs/targeting/targeting-settings) guide for more\ninformation.\n\nDynamic remarketing\n-------------------\n\n[Dynamic remarketing](//support.google.com/google-ads/answer/3124536) lets you\nfurther customize your audience targeting by showing previous visitors ads that\ncontain products and services they viewed on your site. With messages tailored\nto your audience, dynamic remarketing helps you to build leads and sales by\nbringing previous visitors back to your site or app to complete what they\nstarted. Dynamic remarketing is available for Display Network, Performance Max,\nand App campaigns.\n\nCheck out the [Dynamic Remarketing](/google-ads/api/docs/dynamic-remarketing/overview) guide\nto get started with dynamic remarketing campaigns in the Google Ads API."]]