"حملات الأداء الأفضل" للبيع بالتجزئة

تساعدك "حملات الأداء الأفضل" للبيع بالتجزئة في توسيع نطاق وصولك إلى العملاء وتحقيق أهدافك من خلال إتاحة فرصة عرض الإعلانات على مستودع إعلاني إضافي.

قد تحتاج إلى إنشاء مواد عرض جديدة، مثل النصوص أو الصور أو الفيديوهات، لتفعيل عرض الإعلانات بأشكال ومساحات عرض جديدة، مثل الإعلانات النصية و"اقتراحات" والإعلانات أثناء عرض الفيديو على YouTube والإعلانات على الشبكة الإعلانية.

إذا كانت لديك إحصاءات فريدة عن شرائح المستخدمين الذين يزداد احتمال إجرائهم إحالات ناجحة، يمكنك الآن أيضًا استخدام إشارات الجمهور لإعلام Google بذلك.

في ما يلي بعض التحسينات الإضافية التي تقدّمها "حملات الأداء الأفضل" مقارنةً بـ "حملات التسوّق" العادية:

  • استهداف اللغة استنادًا إلى معايير الحملة أو خلاصة Merchant Center
  • توسيع عنوان URL النهائي
  • يتم استهداف جميع المتاجر عند اختيار هدف زيارات المتجر.
  • إمكانية تحديد أهداف الإحالات الناجحة على أساس كل عميل أو كل حملة

لاستخدام "حملات الأداء الأفضل" للبيع بالتجزئة، يجب أن يكون حساب "إعلانات Google" مرتبطًا بحساب حالي على Merchant Center. من خلال الربط بحساب Merchant Center، يمكن إنشاء مواد عرض تلقائيًا للحملة، ولكن سيكون مدى الوصول والأداء محدودًا.

إضافة مجموعات مواد عرض

تؤدي إضافة مجموعة مواد عرض إلى تفعيل قنوات التسوّق وتجديد النشاط التسويقي الديناميكي، ويؤدي إعداد توسيع عنوان URL إلى تفعيل الإعلانات الديناميكية على شبكة البحث. بشكل عام، كلما زاد عدد مواد العرض التي تقدّمها، زاد عدد أشكال الإعلانات التي يمكن للنظام إنشاؤها لاستهداف مستودع إضافي.

ننصح بأن تستهدِف كل مجموعة مواد عرض منتجات مختلفة. يُرجى العلم أنّ الحدّ الأقصى لمجموعات البيانات أصغر من ما كان متاحًا في السابق مع مجموعات منتجات "حملات Shopping الذكية". لذلك، من بين أفضل الممارسات، يجب استهداف مجموعة معيّنة فقط من المنتجات من مجموعة مواد عرض، على سبيل المثال، تكون المنتجات التي تبدأ بحرف "A-L" في مجموعة مواد العرض 1، وستكون المنتجات التي تبدأ بحرف "م إلى ي" في مجموعة مواد العرض 2.

إذا كنت تريد تخصيص رسائل مواد العرض حسب الجمهور، يمكنك إنشاء مجموعات مواد عرض متعددة لكل حملة. بهذه الطريقة، يمكنك إنشاء مجموعات مواد عرض مختلفة لعنوان URL النهائي نفسه.

اطّلِع على المزيد من نصائح التحسين عند إعداد حملة "الأداء الأفضل".

إنشاء حملة "أداء أفضل" للبيع بالتجزئة

كما هو الحال مع حملات التسوّق الأخرى، يمكنك ضبط حقول ShoppingSetting للحملة.

حقل مطلوب

merchant_id
معرّف Merchant Center للحساب الذي يحتوي على المنتجات المطلوب الإعلان عنها

إجراء اختياري

feed_label

سلسلة مستخدَمة لتصنيف الخلاصة على النحو المحدّد في Merchant Center يجب استخدام هذا الحقل إذا احتجت إلى اختيار منتجات من خلاصة معيّنة في Merchant Center. في حال عدم تحديد هذه السياسة، ستستخدم الحملة كل الخلاصات المتاحة في Merchant Center.

إذا سبق لك استخدام سمة sales_country المتوقّفة نهائيًا بتنسيق رمز البلد المكوّن من حرفَين (XX)، يجب استخدام feed_label بدلاً منها. لمزيد من المعلومات، يُرجى الاطّلاع على مقالة الدعم حول تصنيف الخلاصة.

يُرجى العِلم أنّ إرسال رمز بلد في feed_label لا يؤدي إلى تفعيل عرض الإعلانات تلقائيًا في هذا البلد، وعليك أولاً إعداد الموقع الجغرافي المستهدف.

campaign_priority

أولوية حملة التسوّق الحملات ذات الأولويات الأعلى رقميًا تحظى بالأولوية على الحملات ذات الأولويات الأقل.

enable_local

خيار تفعيل عرض إعلانات المنتجات التي تُباع في المتاجر المحلية لهذه الحملة.

تكون المنتجات المحلية مفعّلة بشكل تلقائي في حال توفّر المستودع. يمكن فلترة ذلك باستخدام مجموعات البيانات.

language

يمكنك اختيار لغات متعددة لعرض إعلاناتك على مجموعات محدّدة من العملاء.

أهداف الإحالات الناجحة

عند نقل البيانات من حملات Shopping الذكية، تتّبع جميع أهداف الإحالات الناجحة على مستوى الحملة الأداء نفسه باستثناء زيارات المتاجر.

يمكنك إلغاء أهداف الإحالات الناجحة على مستوى العميل من خلال تعديل أهداف الإحالات الناجحة على مستوى الحملة كما هو موضّح في هذا المثال:

لغة Java

/** Retrieves the list of customer conversion goals. */
private static List<CustomerConversionGoal> getCustomerConversionGoals(
    GoogleAdsClient googleAdsClient, long customerId) {
  String query =
      "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
          + "FROM customer_conversion_goal";

  List<CustomerConversionGoal> customerConversionGoals = new ArrayList<>();
  try (GoogleAdsServiceClient googleAdsServiceClient =
      googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
    // The number of conversion goals is typically less than 50, so we use
    // GoogleAdsService.search instead of search_stream.
    SearchPagedResponse response =
        googleAdsServiceClient.search(Long.toString(customerId), query);
    for (GoogleAdsRow googleAdsRow : response.iterateAll()) {
      customerConversionGoals.add(googleAdsRow.getCustomerConversionGoal());
    }
  }

  return customerConversionGoals;
}

/** Creates a list of MutateOperations that override customer conversion goals. */
private static List<MutateOperation> createConversionGoalOperations(
    long customerId, List<CustomerConversionGoal> customerConversionGoals) {
  List<MutateOperation> mutateOperations = new ArrayList<>();
  // To override the customer conversion goals, we will change the
  // biddability of each of the customer conversion goals so that only
  // the desired conversion goal is biddable in this campaign.
  for (CustomerConversionGoal customerConversionGoal : customerConversionGoals) {
    ConversionActionCategory category = customerConversionGoal.getCategory();
    ConversionOrigin origin = customerConversionGoal.getOrigin();
    String campaignConversionGoalResourceName =
        ResourceNames.campaignConversionGoal(
            customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, category, origin);
    CampaignConversionGoal.Builder campaignConversionGoalBuilder =
        CampaignConversionGoal.newBuilder().setResourceName(campaignConversionGoalResourceName);
    // Change the biddability for the campaign conversion goal.
    // Set biddability to True for the desired (category, origin).
    // Set biddability to False for all other conversion goals.
    // Note:
    //  1- It is assumed that this Conversion Action
    //     (category=PURCHASE, origin=WEBSITE) exists in this account.
    //  2- More than one goal can be biddable if desired. This example
    //     shows only one.
    if (category == ConversionActionCategory.PURCHASE && origin == ConversionOrigin.WEBSITE) {
      campaignConversionGoalBuilder.setBiddable(true);
    } else {
      campaignConversionGoalBuilder.setBiddable(false);
    }
    CampaignConversionGoal campaignConversionGoal = campaignConversionGoalBuilder.build();
    CampaignConversionGoalOperation campaignConversionGoalOperation =
        CampaignConversionGoalOperation.newBuilder()
            .setUpdate(campaignConversionGoal)
            .setUpdateMask(FieldMasks.allSetFieldsOf(campaignConversionGoal))
            .build();
    mutateOperations.add(
        MutateOperation.newBuilder()
            .setCampaignConversionGoalOperation(campaignConversionGoalOperation)
            .build());
  }
  return mutateOperations;
}

AddPerformanceMaxRetailCampaign.java

C#

/// <summary>
/// Creates a MutateOperation that links an asset to an asset group.
/// </summary>
/// <param name="fieldType">The field type of the asset to be linked.</param>
/// <param name="assetGroupResourceName">The resource name of the asset group
/// to link the asset to.</param>
/// <param name="assetResourceName">The resource name of the text asset to be
/// linked.</param>
/// <returns>A MutateOperation that links an asset to an asset group.</returns>
private MutateOperation CreateLinkAssetOperation(
    AssetFieldType fieldType,
    string assetGroupResourceName,
    string assetResourceName) => new MutateOperation()
    {
        AssetGroupAssetOperation = new AssetGroupAssetOperation()
        {
            Create = new AssetGroupAsset()
            {
                FieldType = fieldType,
                AssetGroup = assetGroupResourceName,
                Asset = assetResourceName
            }
        }
    };

AddPerformanceMaxRetailCampaign.cs

‫2,999

private static function getCustomerConversionGoals(
    GoogleAdsClient $googleAdsClient,
    int $customerId
): array {
    $customerConversionGoals = [];
    $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();
    // Creates a query that retrieves all customer conversion goals.
    $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' .
        'FROM customer_conversion_goal';
    // The number of conversion goals is typically less than 50 so we use a search request
    // instead of search stream.
    $response = $googleAdsServiceClient->search(
        SearchGoogleAdsRequest::build($customerId, $query)->setPageSize(self::PAGE_SIZE)
    );

    // Iterates over all rows in all pages and builds the list of conversion goals.
    foreach ($response->iterateAllElements() as $googleAdsRow) {
        /** @var GoogleAdsRow $googleAdsRow */
        $customerConversionGoals[] = [
            'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(),
            'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin()
        ];
    }

    return $customerConversionGoals;
}

/**
 * Creates a list of MutateOperations that override customer conversion goals.
 *
 * @param int $customerId the customer ID
 * @param array $customerConversionGoals the list of customer conversion goals that will be
 *      overridden
 * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals
 */
private static function createConversionGoalOperations(
    int $customerId,
    array $customerConversionGoals
): array {
    $operations = [];

    // To override the customer conversion goals, we will change the biddability of each of the
    // customer conversion goals so that only the desired conversion goal is biddable in this
    // campaign.
    foreach ($customerConversionGoals as $customerConversionGoal) {
        $campaignConversionGoal = new CampaignConversionGoal([
            'resource_name' => ResourceNames::forCampaignConversionGoal(
                $customerId,
                self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                ConversionActionCategory::name($customerConversionGoal['category']),
                ConversionOrigin::name($customerConversionGoal['origin'])
            )
        ]);
        // Changes the biddability for the campaign conversion goal.
        // Sets biddability to true for the desired (category, origin).
        // Sets biddability to false for all other conversion goals.
        // Note:
        //  1- It is assumed that this Conversion Action
        //     (category=PURCHASE, origin=WEBSITE) exists in this account.
        //  2- More than one goal can be biddable if desired. This example
        //     shows only one.
        if (
            $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE
            && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE
        ) {
            $campaignConversionGoal->setBiddable(true);
        } else {
            $campaignConversionGoal->setBiddable(false);
        }

        $operations[] = new MutateOperation([
            'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation([
                'update' => $campaignConversionGoal,
                // Sets the update mask on the operation. Here the update mask will be a list
                // of all the fields that were set on the update object.
                'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal)
            ])
        ]);
    }

    return $operations;
}
AddPerformanceMaxRetailCampaign.php

لغة Python

def get_customer_conversion_goals(client, customer_id):
    """Retrieves the list of customer conversion goals.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.

    Returns:
        a list of dicts containing the category and origin of customer
        conversion goals.
    """
    ga_service = client.get_service("GoogleAdsService")
    customer_conversion_goals = []
    query = """
            SELECT
              customer_conversion_goal.category,
              customer_conversion_goal.origin
            FROM customer_conversion_goal
            """
    # The number of conversion goals is typically less than 50 so we use
    # GoogleAdsService.search instead of search_stream.
    search_request = client.get_type("SearchGoogleAdsRequest")
    search_request.customer_id = customer_id
    search_request.query = query
    search_request.page_size = 10000
    results = ga_service.search(request=search_request)

    # Iterate over the results and build the list of conversion goals.
    for row in results:
        customer_conversion_goals.append(
            {
                "category": row.customer_conversion_goal.category,
                "origin": row.customer_conversion_goal.origin,
            }
        )
    return customer_conversion_goals


def create_conversion_goal_operations(
    client,
    customer_id,
    customer_conversion_goals,
):
    """Creates a list of MutateOperations that override customer conversion goals.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        customer_conversion_goals: the list of customer conversion goals that
          will be overridden.

    Returns:
        MutateOperations that update campaign conversion goals.
    """
    campaign_conversion_goal_service = client.get_service(
        "CampaignConversionGoalService"
    )
    operations = []

    # To override the customer conversion goals, we will change the
    # biddability of each of the customer conversion goals so that only
    # the desired conversion goal is biddable in this campaign.
    for customer_conversion_goal in customer_conversion_goals:
        mutate_operation = client.get_type("MutateOperation")
        campaign_conversion_goal = (
            mutate_operation.campaign_conversion_goal_operation.update
        )

        campaign_conversion_goal.resource_name = (
            campaign_conversion_goal_service.campaign_conversion_goal_path(
                customer_id,
                _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                customer_conversion_goal["category"].name,
                customer_conversion_goal["origin"].name,
            )
        )
        # Change the biddability for the campaign conversion goal.
        # Set biddability to True for the desired (category, origin).
        # Set biddability to False for all other conversion goals.
        # Note:
        #  1- It is assumed that this Conversion Action
        #     (category=PURCHASE, origin=WEBSITE) exists in this account.
        #  2- More than one goal can be biddable if desired. This example
        #     shows only one.
        if (
            customer_conversion_goal["category"]
            == client.enums.ConversionActionCategoryEnum.PURCHASE
            and customer_conversion_goal["origin"]
            == client.enums.ConversionOriginEnum.WEBSITE
        ):
            biddable = True
        else:
            biddable = False
        campaign_conversion_goal.biddable = biddable
        field_mask = protobuf_helpers.field_mask(
            None, campaign_conversion_goal._pb
        )
        client.copy_from(
            mutate_operation.campaign_conversion_goal_operation.update_mask,
            field_mask,
        )
        operations.append(mutate_operation)

    return operations
add_performance_max_retail_campaign.py

Ruby

def _get_customer_conversion_goals(client, customer_id)
  query = <<~EOD
    SELECT
        customer_conversion_goal.category,
        customer_conversion_goal.origin
    FROM customer_conversion_goal
  EOD

  customer_conversion_goals = []

  ga_service = client.service.google_ads
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService.search instead of search_stream.
  response = ga_service.search(
      customer_id: customer_id,
      query: query,
      page_size: PAGE_SIZE,
  )

  # Iterate over the results and build the list of conversion goals.
  response.each do |row|
    customer_conversion_goals << {
        "category" => row.customer_conversion_goal.category,
        "origin" => row.customer_conversion_goal.origin
    }
  end

  customer_conversion_goals
end

def create_conversion_goal_operations(client, customer_id, customer_conversion_goals)
  campaign_conversion_goal_service = client.service.campaign_conversion_goal

  operations = []

  # To override the customer conversion goals, we will change the
  # biddability of each of the customer conversion goals so that only
  # the desired conversion goal is biddable in this campaign.
  customer_conversion_goals.each do |customer_conversion_goal|
    operations << client.operation.mutate do |m|
        m.campaign_conversion_goal_operation = client.operation.campaign_conversion_goal do |op|
          op.update = client.resource.campaign_conversion_goal do |ccg|
              ccg.resource_name = client.path.campaign_conversion_goal(
                  customer_id,
                  PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                  customer_conversion_goal["category"].to_s,
                  customer_conversion_goal["origin"].to_s)
              # Change the biddability for the campaign conversion goal.
              # Set biddability to True for the desired (category, origin).
              # Set biddability to False for all other conversion goals.
              # Note:
              #  1- It is assumed that this Conversion Action
              #     (category=PURCHASE, origin=WEBSITE) exists in this account.
              #  2- More than one goal can be biddable if desired. This example
              #     shows only one.
              ccg.biddable = (customer_conversion_goal["category"] == :PURCHASE &&
                  customer_conversion_goal["origin"] == :WEBSITE)
          end
          op.update_mask = Google::Ads::GoogleAds::FieldMaskUtil.all_set_fields_of(op.update)
        end
    end
  end

  operations
end
add_performance_max_retail_campaign.rb

Perl

sub get_customer_conversion_goals {
  my ($api_client, $customer_id) = @_;

  my $customer_conversion_goals = [];
  # Create a query that retrieves all customer conversion goals.
  my $query =
    "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
    . "FROM customer_conversion_goal";
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService->search() method instead of search_stream().
  my $search_response = $api_client->GoogleAdsService()->search({
    customerId => $customer_id,
    query      => $query,
    pageSize   => PAGE_SIZE
  });

  # Iterate over the results and build the list of conversion goals.
  foreach my $google_ads_row (@{$search_response->{results}}) {
    push @$customer_conversion_goals,
      {
      category => $google_ads_row->{customerConversionGoal}{category},
      origin   => $google_ads_row->{customerConversionGoal}{origin}};
  }

  return $customer_conversion_goals;
}

# Creates a list of MutateOperations that override customer conversion goals.
sub create_conversion_goal_operations {
  my ($customer_id, $customer_conversion_goals) = @_;

  my $operations = [];
  # To override the customer conversion goals, we will change the biddability of
  # each of the customer conversion goals so that only the desired conversion goal
  # is biddable in this campaign.
  foreach my $customer_conversion_goal (@$customer_conversion_goals) {
    my $campaign_conversion_goal =
      Google::Ads::GoogleAds::V15::Resources::CampaignConversionGoal->new({
        resourceName =>
          Google::Ads::GoogleAds::V15::Utils::ResourceNames::campaign_conversion_goal(
          $customer_id,
          PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
          $customer_conversion_goal->{category},
          $customer_conversion_goal->{origin})});
    # Change the biddability for the campaign conversion goal.
    # Set biddability to true for the desired (category, origin).
    # Set biddability to false for all other conversion goals.
    # Note:
    #  1- It is assumed that this Conversion Action
    #     (category=PURCHASE, origin=WEBSITE) exists in this account.
    #  2- More than one goal can be biddable if desired. This example
    #     shows only one.
    if ( $customer_conversion_goal->{category} eq PURCHASE
      && $customer_conversion_goal->{origin} eq WEBSITE)
    {
      $campaign_conversion_goal->{biddable} = "true";
    } else {
      $campaign_conversion_goal->{biddable} = "false";
    }

    push @$operations,
      Google::Ads::GoogleAds::V15::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignConversionGoalOperation =>
          Google::Ads::GoogleAds::V15::Services::CampaignConversionGoalService::CampaignConversionGoalOperation
          ->new({
            update => $campaign_conversion_goal,
            # Set the update mask on the operation. Here the update mask will be
            # a list of all the fields that were set on the update object.
            updateMask => all_set_fields_of($campaign_conversion_goal)})});
  }

  return $operations;
}
add_performance_max_retail_campaign.pl

تقارير Shopping

استخدِم shopping_performance_view لاسترداد المقاييس التي تم تلخيصها حسب شرائح المنتجات مثل segments.product_item_id.

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.conversions,
  metrics.all_conversions,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE
  campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

استخدِم asset_group_product_group_view لاسترداد مقاييس، مثل النقرات والإحالات الناجحة ومرّات الظهور، لمجموعة البيانات المرتبطة بمجموعة مواد العرض هذه.

السابق
معلّمات ValueTrack
التالي
مجموعات البيانات