Generación de demanda

Las campañas de generación de demanda te permiten compartir la historia de tu marca con las personas en las plataformas visuales de Google: YouTube (incluido Shorts), Descubre, Gmail, Google Maps y la Red de Display de Google. Las campañas de generación de demanda llegan a los clientes en múltiples puntos de contacto y usan la IA de Google para publicar creatividades para los públicos relevantes y optimizar las ofertas en todo el embudo, a la vez que te brindan un control total sobre los recursos y las posiciones de tu campaña.

Recursos clave de la API

Cuando administras campañas de generación de demanda en la API de Google Ads, trabajas con los siguientes recursos y parámetros de configuración:

Recurso principal Campos y parámetros de configuración clave de las campañas de generación de demanda
CampaignBudget explicitly_shared = false; admite presupuestos totales diarios (amount_micros) o personalizados (total_amount_micros con period = CUSTOM_PERIOD).
Campaign advertising_channel_type = DEMAND_GEN; estrategia de ofertas (maximize_conversions, maximize_conversion_value, target_cpa, target_roas, target_spend o target_cpc); shopping_setting opcional para feeds de productos.
AdGroup audience_setting.use_audience_grouped; demand_gen_ad_group_settings.channel_controls (YouTube, Descubre, Gmail, Maps y Display).
AdGroupCriterion audience (AudienceInfo), location, language y listing_group ( ListingGroupInfo).
AdGroupAd y Asset ad.demand_gen_multi_asset_ad, ad.demand_gen_carousel_ad, ad.demand_gen_video_responsive_ad o ad.demand_gen_product_ad.

Crea una campaña de generación de demanda

Te recomendamos que crees el presupuesto, la campaña, el grupo de anuncios, los recursos y el anuncio de generación de demanda de forma atómica en una sola solicitud GoogleAdsService.Mutate con IDs de recursos temporales negativos para que los recursos dependientes puedan hacerse referencia entre sí:

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

# 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
my $campaign_budget_operation =
  create_campaign_budget_operation($budget_resource_name);
my $campaign_operation =
  create_demand_gen_campaign_operation($campaign_resource_name,
  $budget_resource_name);
my $ad_group_operation =
  create_ad_group_operation($ad_group_resource_name, $campaign_resource_name);
my $asset_operations =
  create_asset_operations($video_asset_resource_name, $video_id,
  $logo_resource_name);
my $demand_gen_ad_operation =
  create_demand_gen_ad_operation($ad_group_resource_name,
  $video_asset_resource_name, $logo_resource_name);

# Send the operations in a single mutate request.
my $response = $api_client->GoogleAdsService()->mutate({
    customerId       => $customer_id,
    mutateOperations => [(
        $campaign_budget_operation, $campaign_operation,
        $ad_group_operation,        @$asset_operations,
        $demand_gen_ad_operation
      )]});

curl

Para obtener instrucciones paso a paso sobre los presupuestos, las estrategias de ofertas y los formatos de anuncios, consulta Cómo crear una campaña de generación de demanda.

Cómo consultar las campañas de generación de demanda

Usa GoogleAdsService.SearchStream para recuperar los atributos y las métricas de rendimiento de las campañas de generación de demanda segmentadas por red y plataforma de YouTube (se deben seleccionar segments.ad_network_type y segments.ad_sub_network_type juntos):

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

Para las consultas de desglose a nivel del anuncio, del recurso y de la conversión, consulta los informes de campaña de generación de demanda.

Próximos pasos

Siguiente
Crear campaña