Кампании для создания спроса позволяют рассказывать о бренде пользователям визуальных платформ Google: YouTube (включая Shorts), рекомендаций, Gmail, Google Карт и контекстно-медийной сети. Кампании для создания спроса охватывают клиентов в нескольких точках взаимодействия и используют ИИ от Google, чтобы показывать креативы подходящим аудиториям и оптимизировать ставки на всех этапах воронки. При этом вы полностью контролируете объекты и места размещения кампании.
Основные ресурсы API
При управлении кампаниями для создания спроса в Google Ads API используются следующие ресурсы и настройки:
| Основной ресурс | Основные поля и настройки кампаний для создания спроса |
|---|---|
CampaignBudget
|
explicitly_shared = false; поддерживает дневные (amount_micros) и собственные общие бюджеты (total_amount_micros с period = CUSTOM_PERIOD).
|
Campaign |
advertising_channel_type = DEMAND_GEN – стратегия назначения ставок (maximize_conversions, maximize_conversion_value, target_cpa, target_roas, target_spend или target_cpc); необязательный атрибут shopping_setting для фидов товаров.
|
AdGroup |
audience_setting.use_audience_grouped;
demand_gen_ad_group_settings.channel_controls (YouTube,
рекомендации, Gmail, Карты, КМС).
|
AdGroupCriterion
|
audience (AudienceInfo), location, language и listing_group (
ListingGroupInfo).
|
AdGroupAd &
Asset
|
ad.demand_gen_multi_asset_ad,
ad.demand_gen_carousel_ad,
ad.demand_gen_video_responsive_ad или
ad.demand_gen_product_ad.
|
Как настроить кампанию для создания спроса
Мы рекомендуем создавать бюджет, кампанию, группу объявлений, объекты и объявление для создания спроса атомарно в одном запросе GoogleAdsService.Mutate, используя отрицательные временные идентификаторы ресурсов, чтобы зависимые ресурсы могли ссылаться друг на друга:
Java
// The below methods create and return MutateOperations that we later provide to // the GoogleAdsService.Mutate method in order to create the entities in a single // request. Since the entities for a Demand Gen campaign are closely tied to one-another // it's considered a best practice to create them in a single Mutate request; the // entities will either all complete successfully or fail entirely, leaving no // orphaned entities. See: // https://developers.google.com/google-ads/api/docs/mutating/overview List<MutateOperation> operations = new ArrayList<>(); // A utility to create temporary IDs for the resources. AtomicLong tempId = new AtomicLong(-1); // Creates a new campaign budget operation and adds it to the list of operations. String budgetResourceName = ResourceNames.campaignBudget(customerId, tempId.getAndDecrement()); operations.add( MutateOperation.newBuilder() .setCampaignBudgetOperation(createCampaignBudgetOperation(budgetResourceName)) .build()); // Creates a new campaign operation and adds it to the list of operations. String campaignResourceName = ResourceNames.campaign(customerId, tempId.getAndDecrement()); operations.add( MutateOperation.newBuilder() .setCampaignOperation( createDemandGenCampaignOperation(campaignResourceName, budgetResourceName)) .build()); // Creates a new ad group operation and adds it to the list of operations. String adGroupResourceName = ResourceNames.adGroup(customerId, tempId.getAndDecrement()); operations.add( MutateOperation.newBuilder() .setAdGroupOperation( createDemandGenAdGroupOperation(adGroupResourceName, campaignResourceName)) .build()); // Creates the asset operations for the ad. Map<String, String> assetResourceNames = new HashMap<>(); operations.addAll( createAssetOperations(customerId, youTubeVideoId, tempId, assetResourceNames)); // Creates a new ad group ad operation and adds it to the list of operations. operations.add( MutateOperation.newBuilder() .setAdGroupAdOperation( createDemandGenAdGroupAdOperation(adGroupResourceName, assetResourceNames)) .build()); // Creates the service client. try (GoogleAdsServiceClient googleAdsServiceClient = googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) { // Sends the mutate request. MutateGoogleAdsResponse response = googleAdsServiceClient.mutate(String.valueOf(customerId), operations); // Prints the results. System.out.printf( "Created campaign with resource name: %s%n", response .getMutateOperationResponses(1) .getCampaignResult() .getResourceName()); System.out.printf( "Created ad group with resource name: %s%n", response .getMutateOperationResponses(2) .getAdGroupResult() .getResourceName()); for (Map.Entry<String, String> entry : assetResourceNames.entrySet()) { System.out.printf( "Created asset with temporary resource name '%s' and final resource name '%s'.%n", entry.getValue(), response .getMutateOperationResponses( operations.indexOf(getOperationForAsset(operations, entry.getValue()))) .getAssetResult() .getResourceName()); } System.out.printf( "Created ad group ad with resource name: %s%n", response .getMutateOperationResponses(operations.size() - 1) .getAdGroupAdResult() .getResourceName()); }
C#
// The below methods create and return MutateOperations that we later provide to // the GoogleAdsService.Mutate method in order to create the entities in a single // request. Since the entities for a Demand Gen campaign are closely tied to one-another // it's considered a best practice to create them in a single Mutate request; the // entities will either all complete successfully or fail entirely, leaving no // orphaned entities. See: // https://developers.google.com/google-ads/api/docs/mutating/overview MutateOperation campaignBudgetOperation = CreateCampaignBudgetOperation(budgetResourceName); MutateOperation campaignOperation = CreateDemandGenCampaignOperation(campaignResourceName, budgetResourceName); MutateOperation adGroupOperation = CreateAdGroupOperation(adGroupResourceName, campaignResourceName); // Send the operations in a single mutate request. MutateGoogleAdsRequest mutateGoogleAdsRequest = new MutateGoogleAdsRequest { CustomerId = customerId.ToString() }; // It's important to create these entities in this order because they depend on // each other, for example the ad group depends on the // campaign, and the ad group ad depends on the ad group. mutateGoogleAdsRequest.MutateOperations.Add(campaignBudgetOperation); mutateGoogleAdsRequest.MutateOperations.Add(campaignOperation); mutateGoogleAdsRequest.MutateOperations.Add(adGroupOperation); mutateGoogleAdsRequest.MutateOperations.AddRange( CreateAssetOperations( videoAssetResourceName, videoId, logoResourceName, client.Config ) ); mutateGoogleAdsRequest.MutateOperations.Add( CreateDemandGenAdOperation( adGroupResourceName, videoAssetResourceName, logoResourceName ) ); MutateGoogleAdsResponse response = googleAdsServiceClient.Mutate(mutateGoogleAdsRequest);
PHP
This example is not yet available in PHP; you can take a look at the other languages.
Python
# The below methods create and return MutateOperations that we later provide # to the GoogleAdsService.Mutate method in order to create the entities in a # single request. Since the entities for a Demand Gen campaign are closely # tied to one-another it's considered a best practice to create them in a # single Mutate request; the entities will either all complete successfully # or fail entirely, leaving no orphaned entities. See: # https://developers.google.com/google-ads/api/docs/mutating/overview mutate_operations: List[MutateOperation] = [ # It's important to create these entities in this order because they # depend on each other, for example the ad group depends on the # campaign, and the ad group ad depends on the ad group. create_campaign_budget_operation(client, budget_resource_name), create_demand_gen_campaign_operation( client, campaign_resource_name, budget_resource_name ), create_ad_group_operation( client, ad_group_resource_name, campaign_resource_name ), *create_asset_operations( # Use iterable unpacking client, video_asset_resource_name, video_id, logo_asset_resource_name, ), create_demand_gen_ad_operation( client, ad_group_resource_name, video_asset_resource_name, logo_asset_resource_name, ), ] # Send the operations in a single mutate request. googleads_service.mutate( customer_id=customer_id, mutate_operations=mutate_operations )
Ruby
operations = [] operations << client.operation.mutate do |m| m.campaign_budget_operation = create_campaign_budget_operation(client, budget_resource_name) end operations << client.operation.mutate do |m| m.campaign_operation = create_demand_gen_campaign_operation(client, campaign_resource_name, budget_resource_name) end operations << client.operation.mutate do |m| m.ad_group_operation = create_ad_group_operation(client, ad_group_resource_name, campaign_resource_name) end operations += create_asset_operations(client, video_asset_resource_name, video_id, logo_asset_resource_name).map do |asset_op| client.operation.mutate do |m| m.asset_operation = asset_op end end operations << client.operation.mutate do |m| m.ad_group_ad_operation = create_demand_gen_ad_operation(client, ad_group_resource_name, video_asset_resource_name, logo_asset_resource_name) end response = client.service.google_ads.mutate( customer_id: customer_id, mutate_operations: operations, )
Perl
This example is not yet available in Perl; you can take a look at the other languages.
curl
Пошаговые инструкции по настройке бюджетов, стратегий назначения ставок и форматов объявлений приведены в статье Как создать кампанию для создания спроса.
Запрос кампаний для создания спроса
Используйте GoogleAdsService.SearchStream, чтобы получить атрибуты кампаний для создания спроса и показатели эффективности с сегментацией по сети и платформе YouTube (необходимо выбрать одновременно segments.ad_network_type и segments.ad_sub_network_type):
SELECT
campaign.id,
campaign.name,
campaign.status,
campaign.bidding_strategy_type,
segments.ad_network_type,
segments.ad_sub_network_type,
metrics.impressions,
metrics.clicks,
metrics.conversions,
metrics.cost_micros
FROM campaign
WHERE campaign.advertising_channel_type = DEMAND_GEN
AND segments.date DURING LAST_30_DAYS
Запросы с разбивкой на уровне объявления, на уровне объекта и по конверсиям описаны в статье Отчеты о кампаниях для создания спроса.
Дальнейшие действия
- Как настроить кампанию для создания спроса
- Как настроить таргетинг на аудиторию
- Как использовать фиды товаров в кампаниях для создания спроса
- Как настроить управление каналами
- Как получать отчеты о кампаниях для создания спроса