New AI-powered bidding and budgeting innovations in Search and Shopping

By Josh Braverman·2026年5月7日·2 分钟阅读

摘要

Google AI出价与预算创新助力广告主在Search和Shopping广告中提升增量提效。Smart Bidding Exploration扩展至Performance Max和Shopping campaigns，允许广告主设定ROAS容忍度，捕获此前无法赢得的非明显查询，平均增加27%的独特转化用户。同时，journey-aware bidding（beta）通过追踪完整获客到销售旅程，优化Target CPA策略，提升复杂线索转化。

在预算管理方面，campaign total budgets已全面应用于Search、Shopping和Performance Max，广告主可指定预算运行时长（几天至几周），平均减少66%的手动预算调整。未来将推出demand-led pacing，利用AI自动优化每日支出，在峰值日捕获更多需求，低谷日减少花费，确保不超出月度预算和日限额。

这些创新体现了Google AI在广告投放策略中的深度应用：从传统出价升级为动态预测用户行为，从固定预算转向灵活响应市场波动。广告主通过搭配智能出价与弹性预算，可降低人工操作负担，同时提高广告支出回报率（ROAS）。

建议广告主尽快测试Smart Bidding Exploration和journey-aware bidding，以捕捉新兴用户搜索意图。结合campaign total budgets和即将上线的demand-led pacing，可构建自动化、自适应的投放体系，在竞争激烈的2025年广告市场中保持优势。

分析师点评

这篇文章揭示了2025年广告竞价与预算管理的关键转向：AI从辅助工具升级为自主决策核心。Smart Bidding Exploration的扩展（从搜索到购物、PMax）标志着竞价策略正从‘关键词匹配’转向‘用户意图探测’，这要求广告主重新理解流量价值——非标准查询可能带来高增量用户。同时，预算管理从固定日预算转向‘需求引导型节奏’，本质上是将控制权让渡给算法，以减少人工干预带来的效率损失。

值得注意的是，这两项创新均以‘释放消耗上限’为共同目标，可能加剧广告主对ROI波动的容忍度挑战；但长远看，这种AI主导的动态调配或将成为应对碎片化消费行为的标配能力。

阅读原文 ↗

https://blog.google/products/ads-commerce/bidding-budgeting-google-marketing-live-2026/

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