默认值被换掉的一周：图片提取、渠道预算、素材受众，三处都往自动化挪了一格The week the defaults moved: image extraction, channel budgets and creative audiences all slid one notch toward automation

2026-10-30 · 中英双语 · 来源见文末 · 编辑：Hermes

这五条新闻讲的是同一件事：平台仍然把开关留给你，但默认值不再替你兜底。Google 从 12 月 4 日起让新建 Performance Max 默认从落地页抓图，账户级关掉也没用了；渠道优先级把「投不投搜索伙伴」从全开全关改成了限额，但限额只是 best-effort；新客加价从固定金额改成 1.1x 到 5x 的比例。Meta 则反着走一步，把年龄性别从广告组下沉到每个素材，代价是广告组必须开着、Advantage+ audience 必须关掉。最后一件事已经发生了：巨量引擎旧版工作台和 MAPI 接口 10 月 20 日下线，创编层级从五层变四层。

All five items are the same story: the platforms still hand you the switches, but the defaults no longer cover for you. From 4 December Google turns on landing-page image extraction by default for new Performance Max campaigns, and an account-level opt-out no longer protects them. Channel prioritization replaces the all-or-nothing search-partner toggle with a spend cap that Google itself calls best-effort. New-customer value bumps move from a flat sum to a 1.1x-to-5x multiplier. Meta goes the other way and pushes age and gender down from the ad set to each creative, at the price of a wide-open ad set and no Advantage+ audience. And one thing has already happened: Ocean Engine's legacy workspace and its Marketing API went dark on 20 October, with campaign structure dropping from five layers to four.

1. 12 月 4 日起，新建 Performance Max 默认允许 Google 从落地页抓图投放

From 4 December, new Performance Max campaigns let Google pull ad images off your landing pages by default

Google Ads API 团队 10 月 21 日公告：2026 年 12 月 4 日起，新建的 Performance Max 计划默认开启图片提取（GENERATE_IMAGE_EXTRACTION = OPTED_IN），覆盖广告后台、Google Ads Editor 和 API。真正的变化是继承关系被切断：过去计划不设这个字段，会继承账户级「动态图片扩展」的开关，客户在账户里关掉就等于关；12 月 4 日之后，新计划一律默认开启，哪怕账户级是关的。开启后 Google 会扫描落地页里的高清图，用于搜索图文广告、YouTube 伴随横幅、展示网络、Discover、Gmail 和 Maps。存量计划的现有配置不受影响，仍按原设置走。

Google's Ads API team said on 21 October that from 4 December 2026, newly created Performance Max campaigns will have image extraction enabled by default (GENERATE_IMAGE_EXTRACTION set to OPTED_IN), across the web interface, Google Ads Editor and the API. The real change is inheritance: a campaign that left the field unset used to inherit the account-level Dynamic Image Extensions switch, so turning it off at account level was enough. After 4 December, new campaigns default to on even when the account setting is off. Once enabled, Google scans landing pages for high-resolution images and serves them in Search image ads, YouTube companion banners, the Display Network, Discover, Gmail and Maps. Existing campaigns keep their current configuration.

对投手意味着什么 / What it means for the operator：
两个动作。第一，建单走程序化的团队，把 OPTED_OUT 写进建计划 payload，赶在 12 月 4 日之前上线——这个日期正好压在旺季建计划的高峰上，事后补来不及。第二，API 的 asset_automation_settings 是 repeated 字段，更新是整组替换而不是合并：只发图片提取这一条，会把文本自动化等其他设置一起清掉，改之前先把已有条目读出来一并回传。审计用 GAQL 查 campaign.asset_automation_settings，没有 GENERATE_IMAGE_EXTRACTION 条目的计划就是在吃账户级默认。还有一句容易被跳过的话：Google 要求你确认落地页图片的商用权利归你，被自动抓走的图如果只是买了「网页使用权」的图库图，广告场景未必覆盖。
Two actions. If you build campaigns programmatically, put OPTED_OUT into the creation payload before 4 December — the date lands in the middle of peak-season campaign building, so a retrofit will come too late. Second, asset_automation_settings is a repeated field and updates replace the whole array rather than merging: sending only the image-extraction entry wipes other settings such as text automation, so read the existing entries and send them back with your change. Audit with a GAQL query on campaign.asset_automation_settings; a campaign with no GENERATE_IMAGE_EXTRACTION entry is still living off the account default. One sentence is easy to skip: Google asks advertisers to confirm they hold commercial rights to the images on those landing pages, and a stock licence that covers a website may not cover the same shot appearing on YouTube.

2. 渠道优先级上线：搜索伙伴和展示网络从「开或关」变成「低优先级加限额」

Channel prioritization arrives: search partners and Display go from on-or-off to low priority plus a cap

Google 10 月 14 日发布、15 日起逐步推送渠道优先级（Channel Prioritization）和预算分配（Budget Allocation），适用于 Search、Shopping、Performance Max 和 Demand Gen。每个渠道标为高或低优先级，默认全部是高优先级；预算先喂高优先级渠道，剩下的才流向低优先级。低优先级渠道可以再设一个百分比上限，按「平均日预算」而不是实际花费计算，每日重置、不结转，填 0% 等于不在该渠道花钱。Search 里 Google 搜索、搜索伙伴、展示网络三者各自独立排序；PMax 和 Demand Gen 只能拿打包的「Google 自有渠道」（搜索、YouTube、Maps、Gmail、Discover）跟搜索伙伴、展示网络比，拆不开 YouTube 和搜索。10 月 16 日 Google 广告联络人 Ginny Marvin 确认：PMax 里把搜索伙伴标为低优先级后，限额可以设到 0%。

Google announced channel prioritization and budget allocation on 14 October and began a progressive rollout on 15 October, covering Search, Shopping, Performance Max and Demand Gen. Each channel is marked high or low priority and everything starts high by default; budget funds the high tier first and whatever remains flows down. Low-priority channels can carry a percentage cap, calculated against the average daily budget rather than actual spend, reset daily, with no carryover, and 0% means no spend on that channel. In Search, Google Search, search partners and the Display Network rank separately. In Performance Max and Demand Gen you can only set the bundled Google-owned channels (Search, YouTube, Maps, Gmail, Discover) against search partners and Display, so YouTube cannot be pushed below Search. On 16 October, Google ads liaison Ginny Marvin confirmed that in Performance Max the search-partner cap can be set to 0%.

对投手意味着什么 / What it means for the operator：
先记住上限是 best-effort——Google 原话是「这不是保证，单日花费偶尔可能超过你的分配额度」，别拿它当硬预算护栏。真正值得动的账：把搜索伙伴、展示网络从全开改成低优先级加 5%/10% 限额，做一次有边界的测试，而不是继续二选一。两条时间线要记账：2027 年 2 月，开着展示扩展的 Search 计划会被自动迁到新机制，旧的分配方式消失，Google 建议把 GDN 设为低优先级 50% 来模拟现状；经理账户（MCC）不能设优先级，每个客户账户得单独配。自建系统还要注意文档层面还没对齐：帮助中心写 API「即将支持」，Marvin 说上线即支持，别按某一个说法排期。
Remember first that the cap is best-effort — Google's own wording is that it is not a guarantee and daily spend on that channel may occasionally exceed the allocation. Do not treat it as a hard guardrail. The change worth making: move search partners and Display from fully on to low priority with a 5% or 10% cap, turning an all-or-nothing decision into a bounded test. Two dates belong in your calendar: in February 2027, Search campaigns with Display expansion migrate automatically, the current allocation setup disappears and Google suggests setting the Display Network to low priority at 50% to approximate today's behaviour; and manager accounts cannot set priorities, so every client account needs configuring on its own. Teams with in-house tooling should also note the documentation does not agree with itself: the help page says API support is coming soon, while Marvin said it is supported at launch. Do not schedule against either version alone.

3. 新客加价从「加一笔固定金额」改成「按比例乘」，范围 1.1x 到 5x

New-customer uplifts move from a flat sum to a multiplier, from 1.1x to 5x

Google 10 月 22 日宣布三项客户生命周期目标更新。其一，新客获取的加价从固定金额改为百分比倍数（Multiply by），范围 1.1x 到 5x，本月全球推送，覆盖 Search、Shopping、Performance Max、Demand Gen，Google Ads 和 SA360 都支持。Google 给的算例很直白：同样是 1.2x，100 美元的订单按 120 美元计价，500 美元按 600 美元计价；换成固定加 20 美元，50 美元的小单相当于加价 40%，1000 美元的大单只有 2%。其二，新客高价值模式（High value mode）从 Search、PMax 扩到 Shopping。其三，三种留存模式——Re-engagement、Loyalty、Retention-only——在 PMax、Search、Shopping 铺开。设置面板里还有一道硬门槛：用来区分新客与老客的受众分段，至少要有 1000 个活跃成员。

On 22 October Google announced three updates to customer lifecycle goals. First, new-customer value uplifts can now be a percentage multiplier rather than a flat amount, from 1.1x to 5x, rolling out globally this month across Search, Shopping, Performance Max and Demand Gen in both Google Ads and SA360. Google's arithmetic is blunt: at 1.2x, a $100 purchase counts as $120 and a $500 purchase as $600, whereas a flat $20 bonus is a 40% lift on a $50 order and 2% on a $1,000 one. Second, high value mode for new customers extends from Search and Performance Max into Shopping. Third, three retention modes — Re-engagement, Loyalty and Retention-only — roll out across Performance Max, Search and Shopping. The settings panel carries a hard floor too: the audience segments used to separate new from existing customers need at least 1,000 active members each.

对投手意味着什么 / What it means for the operator：
这条直接影响 Q4 的出价逻辑，三类账号要动手。客单价跨度大的（3C、家居、礼品）：把固定加价换成比例倍数，否则小单被过度加价、大单几乎没加权，钱花在最不值钱的那批新客上。只跑 Shopping 的：高价值模式现在能开了，但前提是新客识别链路是准的，先用 1000 人以上的客户名单做一次对照。做留存的：Re-engagement 和 Retention-only 是两种完全不同的东西——前者还投大盘、只是给沉睡客加价，后者只投指定分段、等于把计划变成纯召回，别把客户的老客召回计划直接切成 Retention-only 再去看 ROAS，数字会「变好」，生意不一定。所有前提都压在同一件事上：新客和老客得真的能分开，否则倍数乘的是一个错误的基数。
This changes Q4 bid logic, and three kinds of account need to act. Where order values vary widely — consumer electronics, home, gifting — swap the flat bonus for a multiplier, or small orders get overbid and large ones barely get a nudge, and the money goes to the least valuable new customers. Shopping-only accounts can now turn on high value mode, but only if new-customer identification is sound; run a control test first with a customer list of at least 1,000. Accounts doing retention need to understand that Re-engagement and Retention-only are different products: the first still reaches the broader audience and only bids up for lapsed buyers, the second reaches nothing but the named segments and turns the campaign into pure win-back. Do not flip a working win-back campaign to Retention-only and read the ROAS — the number will improve and the business may not. All of it rests on one thing: new and existing customers must genuinely separate, or the multiplier is applied to the wrong base.

4. Meta 把年龄和性别下沉到素材层：一条广告一个受众，代价是广告组必须敞开

Meta pushes age and gender down to the creative: one audience per asset, at the cost of a wide-open ad set

Meta 10 月 19 日在开发者博客发布「为每个广告素材选择受众」，Marketing API 文档里叫 Creative audience pairing，伙伴当天起可用。做法是两步：广告组在 targeting_automation 里把 creative_audience_pairing 设为 1 开启（0 关闭，不填就是不启用）；然后每个广告带一个 creative_audience_pairing_persona，包含 age_min（18 起，且不能低于广告组的下限）、age_max（最高 65，默认 65）、genders（1 男 2 女，最多两个值，默认全性别）。单素材广告放在广告层；多素材广告要放在 media_sourcing_spec 里每个图片或视频上，此时广告层的 persona 直接失效。限制很硬：开启期间广告组年龄下限只能是 18 到 25、上限必须是 65、必须投全性别，且不能和 Advantage+ audience 或年龄性别建议同时用，违规返回错误码 100。共涉及 8 个端点，含读取和更新。

Meta published "Choose an audience for each ad creative" on its developer blog on 19 October — Creative audience pairing in the Marketing API reference — and partners could use it from that day. It takes two steps. The ad set opts in by setting creative_audience_pairing to 1 inside targeting_automation (0 disables it, omitting it leaves the feature off). Then each ad carries a creative_audience_pairing_persona with age_min (18 and up, never below the ad set's own minimum), age_max (up to 65, defaulting to 65) and genders (1 for male, 2 for female, at most two values, defaulting to all). A single-media ad carries the persona at ad level; a multi-media ad sets it on each image or video inside media_sourcing_spec, in which case any ad-level persona is ignored. The constraints bite: while pairing is on, the ad set's minimum age must be 18 to 25, its maximum must be 65, it must target all genders, and it cannot be combined with Advantage+ audience or with age and gender suggestions. Requests that break the rules return error code 100. Eight endpoints are affected, reads and updates included.

对投手意味着什么 / What it means for the operator：
这条对自建 Meta 投放系统的团队最直接：8 个端点里有一半是 GET 和更新，只做同步、不建新计划的工具也得处理新字段，否则读回来的 targeting spec 会多出你不认识的键。业务层面它给了第二条路——过去「年轻人一套素材、年长人一套素材」只能拆成两个广告组、两份预算，现在可以并成一个广告组、一份预算、素材各带 persona。但 Meta 留了一堆空白：没有效果数据、没说能否在广告后台用、没说 persona 是硬限制还是投放信号、也没有按 persona 的报表。所以别急着改账号结构，先在一个并组上跑对照。还有两个坑：financial services 是 Meta 自己的示例，可特殊广告类目本来就把年龄性别锁死，这类账号能不能用没写明；65 岁以上的买家是否被 age_max=65 覆盖，文档也没说。
This lands hardest on teams with their own Meta buying stack: half of the eight affected endpoints are reads and updates, so a tool that only syncs existing campaigns still has to handle the new fields, or the targeting spec it reads back will carry keys it does not recognise. Commercially it offers a second route — one creative for younger buyers and another for older ones used to mean two ad sets and two budgets, and can now mean one ad set, one budget and a persona per asset. But Meta left a lot unsaid: no performance data, no statement on whether the toggle reaches Ads Manager, no word on whether a persona restricts delivery or merely informs it, and no per-persona reporting. So do not restructure accounts yet; run a control test with one merged ad set first. Two traps: financial services is Meta's own example, yet special ad categories already fix age and gender, and the post does not say whether those campaigns can use personas at all; nor does it say whether an age_max of 65 covers buyers older than 65.

5. 巨量引擎旧版工作台和 MAPI 已在 10 月 20 日下线，创编层级从五层变四层

Ocean Engine's legacy workspace and Marketing API went dark on 20 October, and campaign structure dropped from five layers to four

巨量引擎这轮迁移的时间点写得很硬：旧版工作台 9 月 20 日起【设置/资产/财务/直播】等页面的大部分功能先停，10 月 20 日起旧版工作台全部页面和 API 接口正式下线，网页和 API 都进不去。升级版不只是换个入口，创编层级也重新划过：原版「广告组→计划→创意」在升级版里变成「项目→广告」，官方接口说明把整条链路写成四层——账户→广告项目→广告→素材，广告组对应项目、广告创意对应广告，原来的广告计划被拆进项目和广告两层。多维定向在项目层设一次就能复用，广告层则侧重创意、出价与预算的差异化设置。

The timetable in this migration was firm: from 20 September most functions on the legacy workspace pages for settings, assets, finance and live streaming stopped, and from 20 October the legacy workspace and its API endpoints went offline entirely — neither the web interface nor the API is reachable now. The upgraded version is not just a new front door; the creation hierarchy was redrawn. The old ad group, campaign and creative chain becomes project and ad, and the API documentation describes the whole thing as four layers: ad account, promotion project, ad, asset. The ad group maps to the project, the creative maps to the ad, and the old campaign is split across the project and ad levels. Targeting is set once at project level and reused, while the ad level carries per-creative bidding and budget.

对投手意味着什么 / What it means for the operator：
这不是预告，是已经发生的事：如果你们的脚本还在调旧版 MAPI 取数或建单，这几天应该已经在报错，而不是等到下周才发现报表是空的。要做的三件事：把所有走旧接口的取数与建单任务列出来，逐个迁到升级版；按四层结构重写建单逻辑——最大改动在这里，原来一个计划承载的东西现在分散在项目和广告两层，字段对应关系不是一比一；给历史数据留一条只读通道的替代方案，旧接口关了，回补历史会变麻烦。顺带提醒：升级版的项目和广告跟「投放管家」无关，别把两套概念混在一起写进代码。
This is not a warning, it already happened. If your scripts still pull data or create campaigns through the legacy Marketing API, they should be erroring now rather than quietly producing empty reports next week. Three jobs: list every extraction and creation job still on the old endpoints and migrate each to the upgraded version; rewrite creation logic for four layers, which is where the real work sits, because what one campaign used to hold now lives across the project and ad levels and the field mapping is not one-to-one; and find a read-only replacement path for historical backfill, which gets awkward once the old endpoints are gone. One reminder: projects and ads in the upgraded version have nothing to do with the account-management tool, so do not mix the two concepts in code.

信息来源 / Sources

本页为公开信息的二次整理与解读，不构成对任何平台政策的官方说明。原文以各平台官方文档为准。

Google AdsPerformance MaxMeta Marketing API巨量引擎预算控制出海投放

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