تساعدك "حملات الأداء الأفضل للبيع بالتجزئة" على 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، للسماح بعرض الإعلانات بأشكال ومساحات جديدة مثل الإعلانات النصية و"اقتراحات" والإعلانات أثناء عرض الفيديو على YouTube والشبكة الإعلانية.
إذا كانت لديك إحصاءات فريدة عن شرائح المستخدمين التي من المرجح أكثر أن يجروا إحالات ناجحة، يمكنك الآن أيضًا استخدام إشارات الجمهور لإعلام Google بذلك.
في ما يلي بعض التحسينات الإضافية التي توفّرها "حملات الأداء الأفضل" مقارنةً بـ "حملات التسوّق" العادية:
- استهداف اللغة استنادًا إلى خلاصة Merchant Center أو معايير الحملة
- توسيع عنوان URL النهائي
- يتم استهداف كل المتاجر عند اختيار هدف "زيارات المتجر".
- إمكانية تحديد أهداف الإحالات الناجحة على أساس كل عميل أو لكل حملة
ربط حساب Merchant Center بحساب "إعلانات Google"
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 إلى الجمهور ومستوى الأداء محدودًا.
إضافة مجموعات مواد عرض
تؤدي إضافة مجموعة مواد عرض إلى تفعيل قنوات التسوّق وقنوات تجديد النشاط التسويقي الديناميكي، وضبط إعداد توسيع عنوان URL على تفعيل الإعلانات الديناميكية على شبكة البحث. بشكل عام، كلما ازداد عدد مواد العرض التي تقدّمها، زاد عدد أشكال الإعلانات التي يمكن للنظام إنشاؤها لاستهداف مستودع إعلاني إضافي.
ننصحك بأن تستهدِف كلّ مجموعة مواد عرض منتجات مختلفة. يُرجى العلم بأنّ الحدّ الأقصى لمجموعات البيانات أصغر من الحدّ الذي كان متاحًا سابقًا في مجموعات منتجات "حملات Shopping الذكية". لذلك، من بين أفضل الممارسات، يجب استهداف مجموعة معيّنة فقط من المنتجات من مجموعة مواد عرض. على سبيل المثال، يجب أن تكون المنتجات التي تبدأ من A إلى L في مجموعة مواد العرض 1، وأن تكون المنتجات من M إلى Z في مجموعة مواد العرض 2.
إذا أردت 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، يجب ضبط حقول ShoppingSetting
للحملة.
مطلوبة
merchant_id
- معرّف Merchant Center للحساب الذي يحتوي على المنتجات المطلوب الإعلان عنها.
اختياري
feed_label
سلسلة مستخدَمة لتصنيف الخلاصة كما هو محدّد في حسابك على Merchant Center يجب استخدام هذا الحقل إذا كنت بحاجة إلى اختيار منتجات من خلاصة Merchant Center معيّنة. وفي حال عدم تحديدها، ستستخدم الحملة جميع الخلاصات المتاحة في Merchant Center.
إذا سبق لك استخدام
sales_country
المتوقّف نهائيًا، بتنسيق رمز البلد المكوّن من حرفَين (XX
)، يجب استخدامfeed_label
بدلاً منه. لمزيد من المعلومات، راجِع مقالة الدعم حول تصنيف الخلاصة.تجدر الإشارة إلى أنّ إرسال رمز بلد في
feed_label
لا يؤدي إلى تفعيل عرض الإعلانات تلقائيًا في ذلك البلد، لذلك عليك أولاً إعداد الموقع الجغرافي المستهدف.campaign_priority
أولوية حملة التسوّق. تكون للحملات ذات الأولويات الأعلى رقميًا الأسبقية على تلك ذات الأولويات الأقل.
enable_local
خيار تفعيل الإعلانات للمنتجات التي تُباع في المتاجر المحلّية لهذه الحملة.
تكون المنتجات المحلية مفعّلة بشكل تلقائي في حال توفّر المستودع. ويمكن فلترة ذلك باستخدام مجموعات البيانات.
language
يمكنك اختيار لغات متعددة لعرض إعلاناتك على مجموعات معيَّنة من العملاء.
أهداف الإحالات الناجحة
عند نقل البيانات من حملات Shopping الذكية، تتصرف جميع أهداف الإحالات الناجحة على مستوى الحملة بالطريقة نفسها باستثناء زيارات المتاجر.
يمكنك تجاوز أهداف الإحالات الناجحة على مستوى العميل عن طريق تعديل أهداف الإحالات الناجحة على مستوى الحملة كما هو موضّح في هذا المثال:
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; }
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 } } };
PHP
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; }
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
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
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::V16::Resources::CampaignConversionGoal->new({ resourceName => Google::Ads::GoogleAds::V16::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::V16::Services::GoogleAdsService::MutateOperation ->new({ campaignConversionGoalOperation => Google::Ads::GoogleAds::V16::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; }
تقارير التسوّق
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.