谷歌展示广告投放指南：小预算也能获得大效果
什么是谷歌展示广告？
谷歌展示广告（GDN: Google Display Network）与搜索广告的主要区别在于：搜索广告是被动等待用户搜索后展示，而展示广告是主动向符合设定条件的受众展示。当用户在查看Gmail邮件、观看YouTube视频或浏览网站时，我们的广告就会出现。
What are Google Display Ads?
The main difference between Google Display Ads (GDN) and search ads is that search ads are displayed passively after users search, while display ads are actively shown to audiences that meet our targeting criteria. Our ads appear when users check Gmail emails, watch YouTube videos, or browse websites.
展示广告设置注意事项
在谷歌广告账户中创建广告系列时选择"展示广告网络"类型，按照系统提示完成设置。以下是关键注意事项：
Display Ad Setup Considerations
When creating a campaign in Google Ads, select "Display Network" and follow the system prompts. Here are key considerations:
01 素材要求 | Material Requirements
图片素材：最多可添加15张，必须包含至少一张横向和一张方形图片
Image Materials: Up to 15 images can be added, must include at least one landscape and one square image
视频：建议30秒左右的竖屏和横屏视频
Video: Recommended 30-second vertical and horizontal videos
标题：最多5个，每个不超过30个字符
Headlines: Up to 5, each no more than 30 characters
02 预算设置 | Budget Settings
对于B2B客户，建议日预算从¥30-50开始测试。由于谷歌的预算机制，实际花费可能达到日预算的2倍，但月花费不会超过日预算的30.4倍。
For B2B clients, we recommend starting with a daily budget of ¥30-50 for testing. Due to Google's budget mechanism, actual spending may reach twice the daily budget, but monthly spending won't exceed 30.4 times the daily budget.
03 定位条件 | Targeting Options
1. 关键字定位 | Keyword Targeting
选择与产品或服务相关的字词，广告将展示在相关网站、应用或视频中
Select terms related to products/services, ads will appear on relevant sites, apps or videos
2. 主题定位 | Topic Targeting
将广告投放到与特定主题相关的多个网页、应用和视频上
Place ads on multiple pages, apps and videos related to specific topics
3. 展示位置 | Placement Targeting
定位展示广告网络或YouTube上的具体位置
Target specific locations on Display Network or YouTube
4. 受众特征 | Demographic Targeting
通过年龄、性别、收入等特征定位用户
Target users by age, gender, income and other characteristics
5. 细分受众群 | Audience Segments (Recommended)
针对特定兴趣、意向和特征的用户群体
For user groups with specific interests, intentions and characteristics
小编寄语 | Editor's Note
虽然很多人对展示广告的精准度存疑，但通过谷歌强大的定位设置完全可以实现精准投放。实际投放经验表明，展示广告覆盖面广、点击成本低，转化效果也很不错。
Although many people question the accuracy of display ads, Google's powerful targeting settings can achieve precise delivery. Practical experience shows that display ads have wide coverage, low click costs, and good conversion results.
