Name: Google 廣告教程 - 設置廣告預算和競價 (Google Ads Tutorial - Set up your campaign budget and bidding)
Uploaded: 2025-07-29T18:36:48.000Z
Duration: 5 min 34 s

Once you've identified what you're willing to spend, it's time to set up those details within your campaign.

一旦確定了您願意花費的金額，就可以在營銷活動中設置這些細節了。

So we're here in the early steps of creating a campaign, and you can see where you are and navigate between all of the campaign creation sections using the left-hand navigation.

是以，我們現在正處於創建活動的早期階段，你可以使用左側導航欄查看你所處的位置，並在所有創建活動的部分之間進行導航。

Okay, so the first detail to enter is the average daily budget that you wanna spend each day for this campaign.

好的，首先要輸入的細節是您想為該廣告系列每天花費的平均預算。

Google is going to reserve the right to overspend on your account by up to two times your daily budget, and this is used to smooth out variances during weekends, weekdays, slow days, and even busy days.

谷歌將保留超支的權利，超支額度最高可達每日預算的兩倍，用於平滑週末、工作日、淡季甚至繁忙日期間的差異。

Now, you'll never get charged more than what your daily budget would be if you added that up across the month.

現在，如果把一個月的預算加起來，您的費用永遠不會超過您的日常預算。

So think of this more as your monthly budget broken down by day.

是以，可以把它看作是按天計算的每月預算。

So if you set your daily budget at, say, $10 per day, then what Google is going to do is multiply $10 across the average number of days in a month, which is 30.4.

是以，如果您將每天的預算設定為 10 美元，那麼 Google 會將 10 美元乘以一個月的平均天數，即 30.4 天。

In this case, that means that you would have a monthly budget of $304.

在這種情況下，這意味著您每月的預算為 304 美元。

So Google now, taking that $10 per day, could spend up to $20 in any given day, but over the course of the month, they won't exceed $304.

是以，谷歌現在每天花費 10 美元，任何一天都可能花掉 20 美元，但一個月下來也不會超過 304 美元。

So if you're seeing excessive spend on a particular day, rest assured that it all will balance out over the course of a month.

是以，如果你發現某一天的消費過高，請放心，一個月下來，一切都會平衡的。

So let's go ahead and enter in $10 for our daily budget, and then we'll move down to bidding.

是以，讓我們輸入 10 美元作為每日預算，然後開始競價。

Now, Google starts by asking you what you want to focus on, and by default, it's going to be whatever makes sense for the type of campaign that you've created.

現在，Google 會先問你想關注什麼，默認情況下，它會根據你創建的廣告系列類型來決定。

However, if I select the dropdown menu, we can change how we want to manage our bidding.

不過，如果我選擇下拉菜單，我們就可以改變管理投標的方式。

We can select between conversions, conversion value, clicks, and impression share.

我們可以在轉化率、轉化值、點擊量和印象份額之間進行選擇。

Here we can see that Google is again reminding us that conversions is more recommended for this campaign type.

在這裡，我們可以看到，Google 再次提醒我們，這種營銷活動類型更推薦轉換。

However, conversions requires data on our conversions, and it can take a while for Google to optimize on those campaigns.

不過，轉換需要我們的轉換數據，而 Google 可能需要一段時間來優化這些營銷活動。

From here, I'm going to select set a maximum cost per click bid limit, and this lets us indicate the maximum that we want to spend per click.

在這裡，我要選擇設置每次點擊的最高出價限制，這可以讓我們指出每次點擊的最高花費。

Now, you're going to have the ability to adjust this bid by ad group and even by keyword, but this really sets a global maximum as you begin to build out the rest of your campaign.

現在，您可以根據廣告組甚至關鍵字來調整出價，但在您開始構建廣告系列的其餘部分時，這將真正設定一個全局最高出價。

是以，讓我們在這裡投入 4 美元。

So this campaign will now try to maximize clicks at a $4 maximum cost per click limit.

是以，該廣告系列現在將嘗試在每次點擊成本上限為 4 美元的情況下最大限度地提高點擊量。

Now, if we were to adjust, let's say we switch to conversions, instead, we could set a target cost per action, which would be targeting our cost per that acquisition, let's say $40.

現在，如果我們要調整，比方說，我們改用轉化率，我們可以設定一個目標行動成本，這將是我們每次獲取的目標成本，比方說 40 美元。

In this case, Google is going to do everything it can to try to optimize the campaign to achieve that cost per acquisition.

在這種情況下，Google 會盡其所能優化營銷活動，以實現每次獲取成本。

For this campaign, we'll set this back to clicks, and I want to draw your attention to selecting a bid strategy directly, which is this line towards the bottom, and it says not recommended in parentheses.

對於這個營銷活動，我們將其設置為點擊量，我想提請大家注意直接選擇競價策略，也就是最下面的這一行，括號裡寫著不推薦。

It allows you to use various strategies across your portfolio to indicate how you want to manage this bidding, and it's something that we're not going to get into, but I encourage you to explore it as you get more and more comfortable with Google Ads.

它允許你在你的投資組合中使用各種策略來表明你想如何管理這種競價，這一點我們不打算深入探討，但我鼓勵你在對 Google Ads 越來越熟悉的過程中去探索它。

Okay, so from here, let's look at more settings.

好了，從這裡開始，我們來看看更多的設置。

In this section, you have two additional options available.

Under ad rotation, you have the ability to choose how you want your ads to rotate, and what this means is Google is going to automatically take the ads that are expected to get more clicks and show them more often.

在廣告輪播功能下，您可以選擇廣告輪播的方式，這意味著谷歌將自動選擇有望獲得更多點擊的廣告，並更頻繁地展示它們。

So optimize is always going to yield to those best-performing ads.

是以，優化總是會讓位於那些表現最好的廣告。

Google is simply going to rotate the ads indefinitely.

That means that your lower-performing ads continue to run alongside your high-performing ads.

這意味著表現較差的廣告會繼續與表現較好的廣告同時運行。

Now, this is really only typically used when you want to be in tight control of your A-B testing.

現在，只有當您想嚴格控制 A-B 測試時，才會使用這種方法。

Otherwise, I encourage you to simply leave it as optimized.

否則，我建議您保持優化狀態即可。

Now, there are other ad rotation options, and you can explore them on your own.

現在，還有其他廣告輪播選項，你可以自行探索。

Next, let's select more settings again and choose conversions.

接下來，讓我們再次選擇更多設置，然後選擇轉換。

It's here that you can identify how you want to track conversions.

在這裡，您可以確定要如何跟蹤轉化。

In other words, which conversions you'll include in this campaign.

換句話說，您要將哪些轉換納入此次營銷活動。

So Google understands whatever conversion tracking that's being used is tied to this specific campaign because you can track multiple conversion actions, and you can tie them to your campaigns differently.

是以，Google 會了解正在使用的轉換跟蹤是否與此特定廣告系列相關，因為您可以跟蹤多個轉換操作，並以不同方式將它們與廣告系列綁定。

So you can choose whether you want the account level, which is all conversions.

是以，您可以選擇是否需要賬戶級別，即所有轉換。

Any booking is just a global conversion, but perhaps we have specific conversion actions.

任何預訂都只是全局轉換，但也許我們有特定的轉換操作。

Maybe they signed up for the newsletter, or perhaps they signed up for a specific promotion to get a dining coupon, that sort of thing.

也許他們註冊了時事通訊，也許他們註冊了特定的促銷活動以獲得餐飲優惠券，諸如此類。

In this case, there's not much to configure here, so I'll leave it as is, and then we select next.

在這種情況下，這裡沒有什麼需要配置的，所以我會保持原樣，然後我們選擇下一步。

That's how you configure your budget, your bid, and your conversions and ad rotation.

這就是您配置預算、出價、轉換和廣告輪播的方法。