As métricas de previsão fornecem para campanhas propostas ou existentes, incluindo:
- Impressões
- Taxa de cliques
- Custo médio por clique
- Cliques
- Custo
Teste diferentes configurações de campanha para otimizar cada uma delas. métricas. Dados como Índice de qualidade histórico e taxa de cliques podem ser usada na previsão para simular a performance esperada, como a conversão e a taxa de conversão.
As métricas de previsão geralmente são usadas após métricas históricas. As métricas históricas reduzem uma grande lista de palavras-chave a um tamanho mais gerenciável. As métricas de previsão fornecem uma estimativa mais exata da performance futura da campanha. Comece com o histórico de métricas das palavras-chave. Quando a lista puder ser gerenciada, use prever as métricas para otimizar a performance da campanha.
Gerar métricas
Para gerar métricas de previsão, siga estas etapas:
- Criar uma campanha que você quer prever
CampaignToForecast
- Chamar
KeywordPlanIdeaService.GenerateKeywordForecastMetrics
com esseCampaignToForecast
e qualquer outro parâmetros, comoforecast_period
.
Criar uma campanha para fazer estimativas
Confira algumas dicas ao criar sua campanha para fazer estimativas:
- Crie os grupos de anúncios com base em temas como relevância criativa, produto categoria ou custo por clique.
- Incluir palavras-chave negativas comuns. Por exemplo, se você não estiver no processo de recrutamento, excluir a palavra-chave "jobs".
- Use uma conta relacionada à campanha. Não faça previsões a partir de um conta não relacionada. O Google considera fatores como índice de qualidade e criativos na previsão.
- Se uma campanha não estiver relacionada ao restante da conta, use uma nova configuração para a previsão.
- Repita as previsões com diferentes horizontes para ter uma visão holística.
Gerar métricas de previsão
O próximo exemplo de código faz uma solicitação
KeywordPlanIdeaService.GenerateKeywordForecastMetrics
Ela
itera em cada um dos resultados e exibe cada uma das estimativas
métricas.
A resposta também pode retornar reações temporárias
IDs no recurso, como
customers/CUSTOMER_ID/keywordPlanCampaigns/-1
Java
private void runExample(GoogleAdsClient googleAdsClient, Long customerId) { CampaignToForecast campaignToForecast = createCampaignToForecast(googleAdsClient); GenerateKeywordForecastMetricsRequest request = GenerateKeywordForecastMetricsRequest.newBuilder() .setCustomerId(String.valueOf(customerId)) .setCampaign(campaignToForecast) .setForecastPeriod( DateRange.newBuilder() // Sets the forecast start date to tomorrow. .setStartDate(new DateTime().plusDays(1).toString("yyyy-MM-dd")) // Sets the forecast end date to 30 days from today. .setEndDate(new DateTime().plusDays(30).toString("yyyy-MM-dd"))) .build(); try (KeywordPlanIdeaServiceClient keywordPlanIdeaServiceClient = googleAdsClient.getLatestVersion().createKeywordPlanIdeaServiceClient()) { GenerateKeywordForecastMetricsResponse response = keywordPlanIdeaServiceClient.generateKeywordForecastMetrics(request); KeywordForecastMetrics metrics = response.getCampaignForecastMetrics(); System.out.printf( "Estimated daily clicks: %s%n", metrics.hasClicks() ? metrics.getClicks() : null); System.out.printf( "Estimated daily impressions: %s%n", metrics.hasImpressions() ? metrics.getImpressions() : null); System.out.printf( "Estimated average CPC (micros): %s%n", metrics.hasAverageCpcMicros() ? metrics.getAverageCpcMicros() : null); } } /** * Creates the campaign to forecast. A campaign to forecast lets you try out various * configurations and keywords to find the best optimization for your future campaigns. Once * you've found the best campaign configuration, create a serving campaign in your Google Ads * account with similar values and keywords. For more details, see: * * <p>https://support.google.com/google-ads/answer/3022575 * * @param googleAdsClient * @return */ private CampaignToForecast createCampaignToForecast(GoogleAdsClient googleAdsClient) { CampaignToForecast.Builder campaignToForecastBuilder = CampaignToForecast.newBuilder() .setKeywordPlanNetwork(KeywordPlanNetwork.GOOGLE_SEARCH) .setBiddingStrategy( CampaignBiddingStrategy.newBuilder() .setManualCpcBiddingStrategy( ManualCpcBiddingStrategy.newBuilder().setMaxCpcBidMicros(1_000_000L))); // See https://developers.google.com/google-ads/api/reference/data/geotargets for the list of // geo target IDs. campaignToForecastBuilder.addGeoModifiers( CriterionBidModifier.newBuilder() // Geo target constant 2840 is for USA. .setGeoTargetConstant(ResourceNames.geoTargetConstant(2840))); // See https://developers.google.com/google-ads/api/reference/data/codes-formats#languages for // the list of language criteria IDs. Language constant 1000 is for English. campaignToForecastBuilder.addLanguageConstants(ResourceNames.languageConstant(1000)); // Create forecast ad group based on themes such as creative relevance, product category, or // cost per click. ForecastAdGroup.Builder forecastAdGroupBuilder = ForecastAdGroup.newBuilder(); forecastAdGroupBuilder.addBiddableKeywords( BiddableKeyword.newBuilder() .setMaxCpcBidMicros(2_500_000) .setKeyword( KeywordInfo.newBuilder() .setText("mars cruise") .setMatchType(KeywordMatchType.BROAD))); forecastAdGroupBuilder.addBiddableKeywords( BiddableKeyword.newBuilder() .setMaxCpcBidMicros(1_500_000) .setKeyword( KeywordInfo.newBuilder() .setText("cheap cruise") .setMatchType(KeywordMatchType.PHRASE))); forecastAdGroupBuilder.addBiddableKeywords( BiddableKeyword.newBuilder() .setMaxCpcBidMicros(1_990_000) .setKeyword( KeywordInfo.newBuilder() .setText("jupiter cruise") .setMatchType(KeywordMatchType.BROAD))); forecastAdGroupBuilder.addNegativeKeywords( KeywordInfo.newBuilder().setText("moon walk").setMatchType(KeywordMatchType.BROAD)); campaignToForecastBuilder.addAdGroups(forecastAdGroupBuilder.build()); return campaignToForecastBuilder.build(); }
C#
public void Run(GoogleAdsClient client, long customerId) { CampaignToForecast campaignToForecast = CreateCampaignToForecast(); KeywordPlanIdeaServiceClient keywordPlanIdeaService = client.GetService(Services.V17.KeywordPlanIdeaService); GenerateKeywordForecastMetricsRequest request = new GenerateKeywordForecastMetricsRequest() { CustomerId = customerId.ToString(), Campaign = campaignToForecast, ForecastPeriod = new DateRange() { // Set the forecast start date to tomorrow. StartDate = DateTime.Now.AddDays(1).ToString("yyyy-MM-dd"), // Set the forecast end date to 30 days from today. EndDate = DateTime.Now.AddDays(30).ToString("yyyy-MM-dd"), } }; try { GenerateKeywordForecastMetricsResponse response = keywordPlanIdeaService.GenerateKeywordForecastMetrics(request); KeywordForecastMetrics metrics = response.CampaignForecastMetrics; Console.WriteLine($"Estimated daily clicks: {metrics.Clicks}."); Console.WriteLine($"Estimated daily impressions: {metrics.Impressions}."); Console.WriteLine($"Estimated average cpc (micros): {metrics.AverageCpcMicros}."); } catch (GoogleAdsException e) { Console.WriteLine("Failure:"); Console.WriteLine($"Message: {e.Message}"); Console.WriteLine($"Failure: {e.Failure}"); Console.WriteLine($"Request ID: {e.RequestId}"); throw; } } /// <summary> /// Creates the campaign to forecast. A campaign to forecast lets you try out /// various configuration and keywords to find the best optimization for your /// future campaigns. Once you've found the best campaign configuration, /// create a serving campaign in your Google Ads account with similar values /// and keywords. For more details, see: /// https://support.google.com/google-ads/answer/3022575 /// </summary> private CampaignToForecast CreateCampaignToForecast() { CampaignToForecast campaignToForecast = new CampaignToForecast() { KeywordPlanNetwork = KeywordPlanNetwork.GoogleSearch, BiddingStrategy = new CampaignToForecast.Types.CampaignBiddingStrategy() { ManualCpcBiddingStrategy = new ManualCpcBiddingStrategy() { MaxCpcBidMicros = 1_000_000 } } }; // See https://developers.google.com/google-ads/api/reference/data/geotargets // for the list of geo target IDs. campaignToForecast.GeoModifiers.Add(new CriterionBidModifier() { // Geo target constant 2840 is for USA. GeoTargetConstant = ResourceNames.GeoTargetConstant(2840) }); // See https://developers.google.com/google-ads/api/reference/data/codes-formats#languages // for the list of language criteria IDs. // Language constant 1000 is for English. campaignToForecast.LanguageConstants.Add(ResourceNames.LanguageConstant(1000)); // Create forecast ad group based on themes such as creative relevance, product category, // or cost per click. ForecastAdGroup forecastAdGroup = new ForecastAdGroup(); forecastAdGroup.BiddableKeywords.Add(new BiddableKeyword() { MaxCpcBidMicros = 2_500_000, Keyword = new KeywordInfo() { Text = "mars cruise", MatchType = KeywordMatchType.Broad } }); forecastAdGroup.BiddableKeywords.Add(new BiddableKeyword() { MaxCpcBidMicros = 1_500_000, Keyword = new KeywordInfo() { Text = "cheap cruise", MatchType = KeywordMatchType.Phrase } }); forecastAdGroup.BiddableKeywords.Add(new BiddableKeyword() { MaxCpcBidMicros = 1_990_000, Keyword = new KeywordInfo() { Text = "jupiter cruise", MatchType = KeywordMatchType.Broad } }); forecastAdGroup.NegativeKeywords.Add(new KeywordInfo() { Text = "moon walk", MatchType = KeywordMatchType.Broad }); campaignToForecast.AdGroups.Add(forecastAdGroup); return campaignToForecast; }
PHP
public static function runExample( GoogleAdsClient $googleAdsClient, int $customerId ): void { $campaignToForecast = self::createCampaignToForecast(); $keywordPlanIdeaServiceClient = $googleAdsClient->getKeywordPlanIdeaServiceClient(); // Generates keyword forecast metrics based on the specified parameters. $response = $keywordPlanIdeaServiceClient->generateKeywordForecastMetrics( new GenerateKeywordForecastMetricsRequest([ 'customer_id' => $customerId, 'campaign' => $campaignToForecast, 'forecast_period' => new DateRange([ // Sets the forecast start date to tomorrow. 'start_date' => date('Ymd', strtotime('+1 day')), // Sets the forecast end date to 30 days from today. 'end_date' => date('Ymd', strtotime('+30 days')) ]) ]) ); $metrics = $response->getCampaignForecastMetrics(); printf( "Estimated daily clicks: %s%s", $metrics->hasClicks() ? sprintf("%.2f", $metrics->getClicks()) : "'none'", PHP_EOL ); printf( "Estimated daily impressions: %s%s", $metrics->hasImpressions() ? sprintf("%.2f", $metrics->getImpressions()) : "'none'", PHP_EOL ); printf( "Estimated average CPC (micros): %s%s", $metrics->hasAverageCpcMicros() ? sprintf("%d", $metrics->getAverageCpcMicros()) : "'none'", PHP_EOL ); } /** * Creates the campaign to forecast. A campaign to forecast lets you try out various * configurations and keywords to find the best optimization for your future campaigns. Once * you've found the best campaign configuration, create a serving campaign in your Google Ads * account with similar values and keywords. For more details, see: * * https://support.google.com/google-ads/answer/3022575 * * @return CampaignToForecast the created campaign to forecast */ private static function createCampaignToForecast(): CampaignToForecast { // Creates a campaign to forecast. $campaignToForecast = new CampaignToForecast([ 'keyword_plan_network' => KeywordPlanNetwork::GOOGLE_SEARCH, 'bidding_strategy' => new CampaignBiddingStrategy([ 'manual_cpc_bidding_strategy' => new ManualCpcBiddingStrategy([ 'max_cpc_bid_micros' => 1_000_000 ]) ]), // See https://developers.google.com/google-ads/api/reference/data/geotargets for the // list of geo target IDs. 'geo_modifiers' => [ new CriterionBidModifier([ // Geo target constant 2840 is for USA. 'geo_target_constant' => ResourceNames::forGeoTargetConstant(2840) ]) ], // See // https://developers.google.com/google-ads/api/reference/data/codes-formats#languages // for the list of language criteria IDs. Language constant 1000 is for English. 'language_constants' => [ResourceNames::forLanguageConstant(1000)], ]); // Creates forecast ad group based on themes such as creative relevance, product category, // or cost per click. $forecastAdGroup = new ForecastAdGroup([ 'biddable_keywords' => [ new BiddableKeyword([ 'max_cpc_bid_micros' => 2_500_000, 'keyword' => new KeywordInfo([ 'text' => 'mars cruise', 'match_type' => KeywordMatchType::BROAD ]) ]), new BiddableKeyword([ 'max_cpc_bid_micros' => 1_500_000, 'keyword' => new KeywordInfo([ 'text' => 'cheap cruise', 'match_type' => KeywordMatchType::PHRASE ]) ]), new BiddableKeyword([ 'max_cpc_bid_micros' => 1_990_000, 'keyword' => new KeywordInfo([ 'text' => 'jupiter cruise', 'match_type' => KeywordMatchType::BROAD ]) ]) ], 'negative_keywords' => [ new KeywordInfo([ 'text' => 'moon walk', 'match_type' => KeywordMatchType::BROAD ]) ] ]); $campaignToForecast->setAdGroups([$forecastAdGroup]); return $campaignToForecast; }
Python
def main(client, customer_id): """The main method that creates all necessary entities for the example. Args: client: an initialized GoogleAdsClient instance. customer_id: a client customer ID. """ campaign_to_forecast = create_campaign_to_forecast(client) generate_forecast_metrics(client, customer_id, campaign_to_forecast) def create_campaign_to_forecast(client): """Creates the campaign to forecast. A campaign to forecast lets you try out various configurations and keywords to find the best optimization for your future campaigns. Once you've found the best campaign configuration, create a serving campaign in your Google Ads account with similar values and keywords. For more details, see: https://support.google.com/google-ads/answer/3022575 Args: client: an initialized GoogleAdsClient instance. Returns: An CampaignToForecast instance. """ googleads_service = client.get_service("GoogleAdsService") # Create a campaign to forecast. campaign_to_forecast = client.get_type("CampaignToForecast") campaign_to_forecast.keyword_plan_network = ( client.enums.KeywordPlanNetworkEnum.GOOGLE_SEARCH ) # Set the bidding strategy. campaign_to_forecast.bidding_strategy.manual_cpc_bidding_strategy.max_cpc_bid_micros = ( 1000000 ) # For the list of geo target IDs, see: # https://developers.google.com/google-ads/api/reference/data/geotargets criterion_bid_modifier = client.get_type("CriterionBidModifier") # Geo target constant 2840 is for USA. criterion_bid_modifier.geo_target_constant = ( googleads_service.geo_target_constant_path("2840") ) campaign_to_forecast.geo_modifiers.append(criterion_bid_modifier) # For the list of language criteria IDs, see: # https://developers.google.com/google-ads/api/reference/data/codes-formats#languages # Language criteria 1000 is for English. campaign_to_forecast.language_constants.append( googleads_service.language_constant_path("1000") ) # Create forecast ad groups based on themes such as creative relevance, # product category, or cost per click. forecast_ad_group = client.get_type("ForecastAdGroup") # Create and configure three BiddableKeyword instances. biddable_keyword_1 = client.get_type("BiddableKeyword") biddable_keyword_1.max_cpc_bid_micros = 2500000 biddable_keyword_1.keyword.text = "mars cruise" biddable_keyword_1.keyword.match_type = ( client.enums.KeywordMatchTypeEnum.BROAD ) biddable_keyword_2 = client.get_type("BiddableKeyword") biddable_keyword_2.max_cpc_bid_micros = 1500000 biddable_keyword_2.keyword.text = "cheap cruise" biddable_keyword_2.keyword.match_type = ( client.enums.KeywordMatchTypeEnum.PHRASE ) biddable_keyword_3 = client.get_type("BiddableKeyword") biddable_keyword_3.max_cpc_bid_micros = 1990000 biddable_keyword_3.keyword.text = "cheap cruise" biddable_keyword_3.keyword.match_type = ( client.enums.KeywordMatchTypeEnum.EXACT ) # Add the biddable keywords to the forecast ad group. forecast_ad_group.biddable_keywords.extend( [biddable_keyword_1, biddable_keyword_2, biddable_keyword_3] ) # Create and configure a negative keyword, then add it to the forecast ad # group. negative_keyword = client.get_type("KeywordInfo") negative_keyword.text = "moon walk" negative_keyword.match_type = client.enums.KeywordMatchTypeEnum.BROAD forecast_ad_group.negative_keywords.append(negative_keyword) campaign_to_forecast.ad_groups.append(forecast_ad_group) return campaign_to_forecast def generate_forecast_metrics(client, customer_id, campaign_to_forecast): """Generates forecast metrics and prints the results. Args: client: an initialized GoogleAdsClient instance. customer_id: a client customer ID. campaign_to_forecast: a CampaignToForecast to generate metrics for. """ keyword_plan_idea_service = client.get_service("KeywordPlanIdeaService") request = client.get_type("GenerateKeywordForecastMetricsRequest") request.customer_id = customer_id request.campaign = campaign_to_forecast # Set the forecast range. Repeat forecasts with different horizons to get a # holistic picture. # Set the forecast start date to tomorrow. tomorrow = datetime.now() + timedelta(days=1) request.forecast_period.start_date = tomorrow.strftime("%Y-%m-%d") # Set the forecast end date to 30 days from today. thirty_days_from_now = datetime.now() + timedelta(days=30) request.forecast_period.end_date = thirty_days_from_now.strftime("%Y-%m-%d") response = keyword_plan_idea_service.generate_keyword_forecast_metrics( request=request ) metrics = response.campaign_forecast_metrics print(f"Estimated daily clicks: {metrics.clicks}") print(f"Estimated daily impressions: {metrics.impressions}") print(f"Estimated daily average CPC: {metrics.average_cpc_micros}")
Ruby
This example is not yet available in Ruby; you can take a look at the other languages.
Perl
sub generate_forecast_metrics { my ($api_client, $customer_id) = @_; my $campaign_to_forecast = create_campaign_to_forecast(); my $keyword_forecast_metrics_response = $api_client->KeywordPlanIdeaService()->generate_keyword_forecast_metrics({ customerId => $customer_id, campaign => $campaign_to_forecast, # Set the forecast range. Repeat forecasts with different horizons # to get a holistic picture. forecastPeriod => Google::Ads::GoogleAds::V17::Common::DateRange->new({ # Set the forecast start date to tomorrow. startDate => strftime("%Y-%m-%d", localtime(time + 60 * 60 * 24)), # Set the forecast end date to 30 days from today. endDate => strftime("%Y-%m-%d", localtime(time + 60 * 60 * 24 * 30))}) }); my $metrics = $keyword_forecast_metrics_response->{campaignForecastMetrics}; printf "Estimated daily clicks: %s.\n", defined $metrics->{clicks} ? $metrics->{clicks} : "undef"; printf "Estimated daily impressions: %s.\n", defined $metrics->{impressions} ? $metrics->{impressions} : "undef"; printf "Estimated average cpc (micros): %s.\n\n", defined $metrics->{averageCpcMicros} ? $metrics->{averageCpcMicros} : "undef"; return 1; } # Creates the campaign to forecast. A campaign to forecast lets you try out # various configuration and keywords to find the best optimization for your # future campaigns. Once you've found the best campaign configuration, # create a serving campaign in your Google Ads account with similar values # and keywords. For more details, see: # https://support.google.com/google-ads/answer/3022575 sub create_campaign_to_forecast { my ($api_client) = @_; # Create a campaign to forecast. my $campaign_to_forecast = Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::CampaignToForecast ->new({keywordPlanNetwork => 'GOOGLE_SEARCH'}); # Set the bidding strategy. $campaign_to_forecast->{biddingStrategy}->{manualCpcBiddingStrategy} = Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::ManualCpcBiddingStrategy ->new({maxCpcBidMicros => 1000000}); # See https://developers.google.com/google-ads/api/reference/data/geotargets # for the list of geo target IDs. $campaign_to_forecast->{geoModifiers} = [ Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::CriterionBidModifier ->new({ # Geo target constant 2840 is for USA. geoTargetConstant => Google::Ads::GoogleAds::V17::Utils::ResourceNames::geo_target_constant( 2840)})]; # See https://developers.google.com/google-ads/api/reference/data/codes-formats#languages # for the list of language criteria IDs. $campaign_to_forecast->{languageConstants} = [ # Language criteria 1000 is for English. Google::Ads::GoogleAds::V17::Utils::ResourceNames::language_constant(1000)]; # Create forecast ad groups based on themes such as creative relevance, # product category, or cost per click. $campaign_to_forecast->{adGroups} = [ Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::ForecastAdGroup ->new({ biddableKeywords => [ Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::BiddableKeyword ->new({ maxCpcBidMicros => 2500000, keyword => Google::Ads::GoogleAds::V17::Common::KeywordInfo->new({ text => "mars cruise", matchType => 'BROAD' })} ), Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::BiddableKeyword ->new({ maxCpcBidMicros => 1500000, keyword => Google::Ads::GoogleAds::V17::Common::KeywordInfo->new({ text => "cheap cruise", matchType => 'PHRASE' })} ), Google::Ads::GoogleAds::V17::Services::KeywordPlanIdeaService::BiddableKeyword ->new({ maxCpcBidMicros => 1990000, keyword => Google::Ads::GoogleAds::V17::Common::KeywordInfo->new({ text => "jupiter cruise", matchType => 'EXACT' })}) ], negativeKeywords => [ Google::Ads::GoogleAds::V17::Common::KeywordInfo->new({ text => "moon walk", matchType => 'BROAD' })]})]; return $campaign_to_forecast; }
Mapear para a interface
KeywordPlanIdeaService.GenerateKeywordForecastMetrics
tem funcionalidade semelhante no Planejador de palavras-chave da interface do Google Ads.
Interface do Planejador de palavras-chave | API Google Ads |
---|---|
Inserir palavras-chave | CampaignToForecast.negative_keywords
ou ForecastAdGroup.biddable_keywords
ou ForecastAdGroup.negative_keywords |
Locais | CampaignToForecast.geo_targets |
Idiomas | CampaignToForecast.language_constants |
Redes de pesquisa | CampaignToForecast.keyword_plan_network |
Lance de CPC | |
Período | forecastGenerateKeywordForecastMetricsRequest.forecast_period_period |