Segmentación geográfica

En esta guía, se describe la segmentación geográfica y cómo puede usar la API de Google Ads para agregar, recuperar y actualizar la segmentación geográfica de tus campañas.

¿Por qué es importante la segmentación geográfica?

La segmentación geográfica te permite publicar anuncios para los usuarios de una ubicación geográfica en particular. región. Por ejemplo, supongamos que publicas anuncios para una cadena de supermercados. Sin la segmentación geográfica, sus anuncios se publicarían en todas las regiones del mundo. sus anuncios podrían recibir clics de usuarios en regiones donde no tiene supermercados. Esto genera costos y no brinda ninguna posibilidad de el retorno de la inversión. Con la segmentación geográfica, tus campañas solo muestran anuncios en las regiones donde hay supermercados abiertos. Este enfoque también te permite se orientan directamente a los clientes que buscan supermercados a nivel local.

La API de Google Ads le permite orientar sus anuncios por país, región o proximidad. en torno a una ubicación geográfica específica punto de acceso.

Obtén más información sobre Segmenta los anuncios para ubicaciones geográficas.

Campañas de segmentación geográfica para una región

Puede segmentar las campañas para cualquier región geográfica para la que Google Ads admite la segmentación geográfica, por ejemplo, un país, un estado, una ciudad o una región postal. Cada ubicación de segmentación se identifica de manera única mediante un criterio ID. Puedes buscar un ID de criterio usando GeoTargetConstantService.SuggestGeoTargetConstants El resource_name de cada GeoTargetConstant es con el formato geoTargetConstants/{Criterion ID}. Por ejemplo, el El valor de resource_name del estado de Nueva York es de geoTargetConstants/21167.

Puede agregar orientaciones geográficas a sus campañas con el CampaignCriterionService Lo siguiente El fragmento de código muestra cómo orientar su campaña con un ID de criterio.

private static CampaignCriterion buildLocationIdCriterion(
    long locationId, String campaignResourceName) {
  Builder criterionBuilder = CampaignCriterion.newBuilder().setCampaign(campaignResourceName);

  criterionBuilder
      .getLocationBuilder()
      .setGeoTargetConstant(ResourceNames.geoTargetConstant(locationId));

  return criterionBuilder.build();
}
AddCampaignTargetingCriteria.java
      

private CampaignCriterion buildLocationCriterion(long locationId,
    string campaignResourceName)
{
    GeoTargetConstantName location = new GeoTargetConstantName(locationId.ToString());
    return new CampaignCriterion()
    {
        Campaign = campaignResourceName,
        Location = new LocationInfo()
        {
            GeoTargetConstant = location.ToString()
        }
    };
}
AddCampaignTargetingCriteria.cs
      

private static function createLocationCampaignCriterionOperation(
    int $locationId,
    string $campaignResourceName
) {
    // Constructs a campaign criterion for the specified campaign ID using the specified
    // location ID.
    $campaignCriterion = new CampaignCriterion([
        // Creates a location using the specified location ID.
        'location' => new LocationInfo([
            // Besides using location ID, you can also search by location names using
            // GeoTargetConstantServiceClient::suggestGeoTargetConstants() and directly
            // apply GeoTargetConstant::$resourceName here. An example can be found
            // in GetGeoTargetConstantByNames.php.
            'geo_target_constant' => ResourceNames::forGeoTargetConstant($locationId)
        ]),
        'campaign' => $campaignResourceName
    ]);

    return new CampaignCriterionOperation(['create' => $campaignCriterion]);
}
AddCampaignTargetingCriteria.php
      

def create_location_op(client, customer_id, campaign_id, location_id):
    campaign_service = client.get_service("CampaignService")
    geo_target_constant_service = client.get_service("GeoTargetConstantService")

    # Create the campaign criterion.
    campaign_criterion_operation = client.get_type("CampaignCriterionOperation")
    campaign_criterion = campaign_criterion_operation.create
    campaign_criterion.campaign = campaign_service.campaign_path(
        customer_id, campaign_id
    )

    # Besides using location_id, you can also search by location names from
    # GeoTargetConstantService.suggest_geo_target_constants() and directly
    # apply GeoTargetConstant.resource_name here. An example can be found
    # in get_geo_target_constant_by_names.py.
    campaign_criterion.location.geo_target_constant = (
        geo_target_constant_service.geo_target_constant_path(location_id)
    )

    return campaign_criterion_operation
add_campaign_targeting_criteria.py
      

def create_location(client, customer_id, campaign_id, location_id)
  client.operation.create_resource.campaign_criterion do |criterion|
    criterion.campaign = client.path.campaign(customer_id, campaign_id)

    criterion.location = client.resource.location_info do  |li|
      # Besides using location_id, you can also search by location names from
      # GeoTargetConstantService.suggest_geo_target_constants() and directly
      # apply GeoTargetConstant.resource_name here. An example can be found
      # in get_geo_target_constant_by_names.rb.
      li.geo_target_constant = client.path.geo_target_constant(location_id)
    end
  end
end
add_campaign_targeting_criteria.rb
      

sub create_location_campaign_criterion_operation {
  my ($location_id, $campaign_resource_name) = @_;

  # Construct a campaign criterion for the specified campaign using the
  # specified location ID.
  my $campaign_criterion =
    Google::Ads::GoogleAds::V17::Resources::CampaignCriterion->new({
      # Create a location using the specified location ID.
      location => Google::Ads::GoogleAds::V17::Common::LocationInfo->new({
          # Besides using location ID, you can also search by location names
          # using GeoTargetConstantService::suggest() and directly apply
          # GeoTargetConstant->{resourceName} here. An example can be found
          # in get_geo_target_constants_by_names.pl.
          geoTargetConstant =>
            Google::Ads::GoogleAds::V17::Utils::ResourceNames::geo_target_constant(
            $location_id)}
      ),
      campaign => $campaign_resource_name
    });

  return
    Google::Ads::GoogleAds::V17::Services::CampaignCriterionService::CampaignCriterionOperation
    ->new({
      create => $campaign_criterion
    });
}
add_campaign_targeting_criteria.pl
      

En ocasiones, Google puede eliminar gradualmente algunos criterios de ubicación por varios motivos: la ubicación puede reestructurarse en áreas más pequeñas o más grandes, geopolíticas cambios, etcétera. Consulta el campo status de un GeoTargetConstant para determinar si una ubicación ENABLED o REMOVAL_PLANNED Más información sobre cómo se eliminan gradualmente las ubicaciones de segmentación.

Buscar por nombre de ubicación

También puedes buscar el ID del criterio por nombre de ubicación usando GeoTargetConstantService.SuggestGeoTargetConstants En el siguiente ejemplo de código, se muestra cómo buscar un ID de criterio de ubicación el nombre de la ubicación.

private void runExample(GoogleAdsClient googleAdsClient) {
  try (GeoTargetConstantServiceClient geoTargetClient =
      googleAdsClient.getLatestVersion().createGeoTargetConstantServiceClient()) {

    SuggestGeoTargetConstantsRequest.Builder requestBuilder =
        SuggestGeoTargetConstantsRequest.newBuilder();

    // Locale is using ISO 639-1 format. If an invalid locale is given, 'en' is used by default.
    requestBuilder.setLocale("en");

    // A list of country codes can be referenced here:
    // https://developers.google.com/google-ads/api/reference/data/geotargets
    requestBuilder.setCountryCode("FR");

    requestBuilder
        .getLocationNamesBuilder()
        .addAllNames(ImmutableList.of("Paris", "Quebec", "Spain", "Deutschland"));

    SuggestGeoTargetConstantsResponse response =
        geoTargetClient.suggestGeoTargetConstants(requestBuilder.build());

    for (GeoTargetConstantSuggestion suggestion :
        response.getGeoTargetConstantSuggestionsList()) {
      System.out.printf(
          "%s (%s,%s,%s,%s) is found in locale (%s) with reach (%d) for search term (%s).%n",
          suggestion.getGeoTargetConstant().getResourceName(),
          suggestion.getGeoTargetConstant().getName(),
          suggestion.getGeoTargetConstant().getCountryCode(),
          suggestion.getGeoTargetConstant().getTargetType(),
          suggestion.getGeoTargetConstant().getStatus().name(),
          suggestion.getLocale(),
          suggestion.getReach(),
          suggestion.getSearchTerm());
    }
  }
}
GetGeoTargetConstantsByNames.java
      

public void Run(GoogleAdsClient client)
{
    // Get the GeoTargetConstantServiceClient.
    GeoTargetConstantServiceClient geoService =
        client.GetService(Services.V17.GeoTargetConstantService);

    // Locale is using ISO 639-1 format. If an invalid locale is given,
    // 'en' is used by default.
    string locale = "en";

    // A list of country codes can be referenced here:
    // https://developers.google.com/google-ads/api/reference/data/geotargets
    string countryCode = "FR";

    string[] locations = { "Paris", "Quebec", "Spain", "Deutschland" };

    SuggestGeoTargetConstantsRequest request = new SuggestGeoTargetConstantsRequest()
    {
        Locale = locale,
        CountryCode = countryCode,
        LocationNames = new SuggestGeoTargetConstantsRequest.Types.LocationNames()
    };

    request.LocationNames.Names.AddRange(locations);

    try
    {
        SuggestGeoTargetConstantsResponse response =
            geoService.SuggestGeoTargetConstants(request);

        foreach (GeoTargetConstantSuggestion suggestion
            in response.GeoTargetConstantSuggestions)
        {
            Console.WriteLine(
                $"{suggestion.GeoTargetConstant.ResourceName} " +
                $"({suggestion.GeoTargetConstant.Name}, " +
                $"{suggestion.GeoTargetConstant.CountryCode}, " +
                $"{suggestion.GeoTargetConstant.TargetType}, " +
                $"{suggestion.GeoTargetConstant.Status}) is found in locale " +
                $"({suggestion.Locale}) with reach ({suggestion.Reach}) " +
                $"for search term ({suggestion.SearchTerm}).");
        }
    }
    catch (GoogleAdsException e)
    {
        Console.WriteLine("Failure:");
        Console.WriteLine($"Message: {e.Message}");
        Console.WriteLine($"Failure: {e.Failure}");
        Console.WriteLine($"Request ID: {e.RequestId}");
        throw;
    }
}
GetGeoTargetConstantsByNames.cs
      

public static function runExample(
    GoogleAdsClient $googleAdsClient,
    array $locationNames,
    string $locale,
    string $countryCode
) {
    $geoTargetConstantServiceClient = $googleAdsClient->getGeoTargetConstantServiceClient();

    $response = $geoTargetConstantServiceClient->suggestGeoTargetConstants(
        new SuggestGeoTargetConstantsRequest([
            'locale' => $locale,
            'country_code' => $countryCode,
            'location_names' => new LocationNames(['names' => $locationNames])
        ])
    );

    // Iterates over all geo target constant suggestion objects and prints the requested field
    // values for each one.
    foreach ($response->getGeoTargetConstantSuggestions() as $geoTargetConstantSuggestion) {
        /** @var GeoTargetConstantSuggestion $geoTargetConstantSuggestion */
        printf(
            "Found '%s' ('%s','%s','%s',%s) in locale '%s' with reach %d"
            . " for the search term '%s'.%s",
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getResourceName(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getName(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getCountryCode(),
            $geoTargetConstantSuggestion->getGeoTargetConstant()->getTargetType(),
            GeoTargetConstantStatus::name(
                $geoTargetConstantSuggestion->getGeoTargetConstant()->getStatus()
            ),
            $geoTargetConstantSuggestion->getLocale(),
            $geoTargetConstantSuggestion->getReach(),
            $geoTargetConstantSuggestion->getSearchTerm(),
            PHP_EOL
        );
    }
}
GetGeoTargetConstantsByNames.php
      

def main(client):
    gtc_service = client.get_service("GeoTargetConstantService")

    gtc_request = client.get_type("SuggestGeoTargetConstantsRequest")

    gtc_request.locale = LOCALE
    gtc_request.country_code = COUNTRY_CODE

    # The location names to get suggested geo target constants.
    gtc_request.location_names.names.extend(
        ["Paris", "Quebec", "Spain", "Deutschland"]
    )

    results = gtc_service.suggest_geo_target_constants(gtc_request)

    for suggestion in results.geo_target_constant_suggestions:
        geo_target_constant = suggestion.geo_target_constant
        print(
            f"{geo_target_constant.resource_name} "
            f"({geo_target_constant.name}, "
            f"{geo_target_constant.country_code}, "
            f"{geo_target_constant.target_type}, "
            f"{geo_target_constant.status.name}) "
            f"is found in locale ({suggestion.locale}) "
            f"with reach ({suggestion.reach}) "
            f"from search term ({suggestion.search_term})."
        )
get_geo_target_constants_by_names.py
      

def get_geo_target_constants_by_names
  # GoogleAdsClient will read a config file from
  # ENV['HOME']/google_ads_config.rb when called without parameters
  client = Google::Ads::GoogleAds::GoogleAdsClient.new

  gtc_service = client.service.geo_target_constant

  location_names = client.resource.location_names do |ln|
    ['Paris', 'Quebec', 'Spain', 'Deutschland'].each do |name|
      ln.names << name
    end
  end

  # Locale is using ISO 639-1 format. If an invalid locale is given,
  # 'en' is used by default.
  locale = 'en'

  # A list of country codes can be referenced here:
  # https://developers.google.com/google-ads/api/reference/data/geotargets
  country_code = 'FR'

  response = gtc_service.suggest_geo_target_constants(
    locale: locale,
    country_code: country_code,
    location_names: location_names
  )

  response.geo_target_constant_suggestions.each do |suggestion|
    puts sprintf("%s (%s,%s,%s,%s) is found in locale (%s) with reach (%d)" \
        " from search term (%s).", suggestion.geo_target_constant.resource_name,
        suggestion.geo_target_constant.name,
        suggestion.geo_target_constant.country_code,
        suggestion.geo_target_constant.target_type,
        suggestion.geo_target_constant.status,
        suggestion.locale,
        suggestion.reach,
        suggestion.search_term)
  end
end
get_geo_target_constants_by_names.rb
      

sub get_geo_target_constants_by_names {
  my ($api_client, $location_names, $locale, $country_code) = @_;

  my $suggest_response = $api_client->GeoTargetConstantService()->suggest({
      locale        => $locale,
      countryCode   => $country_code,
      locationNames =>
        Google::Ads::GoogleAds::V17::Services::GeoTargetConstantService::LocationNames
        ->new({
          names => $location_names
        })});

  # Iterate over all geo target constant suggestion objects and print the requested
  # field values for each one.
  foreach my $geo_target_constant_suggestion (
    @{$suggest_response->{geoTargetConstantSuggestions}})
  {
    printf "Found '%s' ('%s','%s','%s',%s) in locale '%s' with reach %d" .
      " for the search term '%s'.\n",
      $geo_target_constant_suggestion->{geoTargetConstant}{resourceName},
      $geo_target_constant_suggestion->{geoTargetConstant}{name},
      $geo_target_constant_suggestion->{geoTargetConstant}{countryCode},
      $geo_target_constant_suggestion->{geoTargetConstant}{targetType},
      $geo_target_constant_suggestion->{geoTargetConstant}{status},
      $geo_target_constant_suggestion->{locale},
      $geo_target_constant_suggestion->{reach},
      $geo_target_constant_suggestion->{searchTerm};
  }

  return 1;
}
get_geo_target_constants_by_names.pl
      

Orientar las campañas en función de su proximidad a una ubicación

Hay momentos en los que quizás desee orientarse con más precisión que a una ciudad o país. Por ejemplo, es posible que desees anunciar tus supermercados en un radio de 10 kilómetros de la ubicación de tu tienda. En esos casos, puedes usar orientación por proximidad. El código para crear una orientación por proximidad es similar a agregar una orientación geográfica. excepto que debes crear un ProximityInfo en lugar de un objeto LocationInfo.

private static CampaignCriterion buildProximityLocation(String campaignResourceName) {
  Builder builder = CampaignCriterion.newBuilder().setCampaign(campaignResourceName);

  ProximityInfo.Builder proximityBuilder = builder.getProximityBuilder();
  proximityBuilder.setRadius(10.0).setRadiusUnits(ProximityRadiusUnits.MILES);

  AddressInfo.Builder addressBuilder = proximityBuilder.getAddressBuilder();
  addressBuilder
      .setStreetAddress("38 avenue de l'Opéra")
      .setCityName("Paris")
      .setPostalCode("75002")
      .setCountryCode("FR");

  return builder.build();
}
AddCampaignTargetingCriteria.java
      

private CampaignCriterion buildProximityCriterion(string campaignResourceName)
{
    ProximityInfo proximity = new ProximityInfo()
    {
        Address = new AddressInfo()
        {
            StreetAddress = "38 avenue de l'Opéra",
            CityName = "Paris",
            PostalCode = "75002",
            CountryCode = "FR"
        },
        Radius = 10d,
        // Default is kilometers.
        RadiusUnits = ProximityRadiusUnits.Miles
    };

    return new CampaignCriterion()
    {
        Campaign = campaignResourceName,
        Proximity = proximity
    };
}
AddCampaignTargetingCriteria.cs
      

private static function createProximityCampaignCriterionOperation(string $campaignResourceName)
{
    // Constructs a campaign criterion as a proximity.
    $campaignCriterion = new CampaignCriterion([
        'proximity' => new ProximityInfo([
            'address' => new AddressInfo([
                'street_address' => '38 avenue de l\'Opéra',
                'city_name' => 'Paris',
                'postal_code' => '75002',
                'country_code' => 'FR',
            ]),
            'radius' => 10.0,
            // Default is kilometers.
            'radius_units' => ProximityRadiusUnits::MILES
        ]),
        'campaign' => $campaignResourceName
    ]);

    return new CampaignCriterionOperation(['create' => $campaignCriterion]);
}
AddCampaignTargetingCriteria.php
      

def create_proximity_op(client, customer_id, campaign_id):
    campaign_service = client.get_service("CampaignService")

    # Create the campaign criterion.
    campaign_criterion_operation = client.get_type("CampaignCriterionOperation")
    campaign_criterion = campaign_criterion_operation.create
    campaign_criterion.campaign = campaign_service.campaign_path(
        customer_id, campaign_id
    )
    campaign_criterion.proximity.address.street_address = "38 avenue de l'Opera"
    campaign_criterion.proximity.address.city_name = "Paris"
    campaign_criterion.proximity.address.postal_code = "75002"
    campaign_criterion.proximity.address.country_code = "FR"
    campaign_criterion.proximity.radius = 10
    # Default is kilometers.
    campaign_criterion.proximity.radius_units = (
        client.enums.ProximityRadiusUnitsEnum.MILES
    )

    return campaign_criterion_operation
add_campaign_targeting_criteria.py
      

def create_proximity(client, customer_id, campaign_id)
  client.operation.create_resource.campaign_criterion do |criterion|
    criterion.campaign = client.path.campaign(customer_id, campaign_id)

    criterion.proximity = client.resource.proximity_info do |proximity|
      proximity.address = client.resource.address_info do |address|
        address.street_address = "38 avenue de l'Opéra"
        address.city_name = "Paris"
        address.postal_code = "75002"
        address.country_code = "FR"
      end

      proximity.radius = 10
      proximity.radius_units = :MILES
    end
  end
end
add_campaign_targeting_criteria.rb
      

sub create_proximity_campaign_criterion_operation {
  my ($campaign_resource_name) = @_;

  # Construct a campaign criterion as a proximity.
  my $campaign_criterion =
    Google::Ads::GoogleAds::V17::Resources::CampaignCriterion->new({
      proximity => Google::Ads::GoogleAds::V17::Common::ProximityInfo->new({
          address => Google::Ads::GoogleAds::V17::Common::AddressInfo->new({
              streetAddress => "38 avenue de l'Opéra",
              cityName      => "cityName",
              postalCode    => "75002",
              countryCode   => "FR"
            }
          ),
          radius => 10.0,
          # Default is kilometers.
          radiusUnits => MILES
        }
      ),
      campaign => $campaign_resource_name
    });

  return
    Google::Ads::GoogleAds::V17::Services::CampaignCriterionService::CampaignCriterionOperation
    ->new({
      create => $campaign_criterion
    });
}
add_campaign_targeting_criteria.pl
      

Cómo recuperar orientaciones geográficas

Para recuperar las orientaciones geográficas de una campaña, usa el GoogleAdsService.SearchStream Puedes filtrar tus resultados en la cláusula WHERE.

SELECT
  campaign_criterion.campaign,
  campaign_criterion.location.geo_target_constant,
  campaign_criterion.proximity.geo_point.longitude_in_micro_degrees,
  campaign_criterion.proximity.geo_point.latitude_in_micro_degrees,
  campaign_criterion.proximity.radius,
  campaign_criterion.negative
FROM campaign_criterion
WHERE
  campaign_criterion.campaign = 'customers/{customer_id}/campaigns/{campaign_id}'
  AND campaign_criterion.type IN (LOCATION, PROXIMITY)

Actualizar orientaciones geográficas

Para actualizar las ubicaciones de segmentación de una campaña, debes recuperar la lista de orientaciones geográficas existentes y compáralas con la lista de orientaciones nuevas. Luego, puedes usa la operación remove para quitar los destinos que no necesitas. Operación create para agregar las nuevas orientaciones geográficas que necesitas (pero faltan en campaña existente).

Excluir segmentaciones geográficas

También puede excluir LocationInfo, pero no ProximityInfo Esta función es muy útil si deseas para orientar los anuncios a una región, pero excluir una subregión (por ejemplo, para orientar los anuncios a toda la región) Estados Unidos, excepto Nueva York). Para excluir una región, establece la Campo negative en CampaignCriterion true

Orientar anuncios a varias regiones geográficas

Con un LocationGroupInfo, puedes habilitar un para segmentar una campaña para varias regiones geográficas. Una región se centra en la las ubicaciones definidas por las extensiones de ubicación de la campaña.

El radio definido en el objeto LocationGroupInfo asigna una región circular alrededor de cada ubicación y consta de un objeto radius, una longitud y un radius_units, que pueden ser metros o millas (LocationGroupRadiusUnitsEnum).

Las ubicaciones de una LocationGroupInfo se pueden filtrar por una lista de segmentación geográfica. ID de criterios prescritos en geo_target_constant. Si se define, no se permitirán ubicaciones que existan fuera de se orientará a los IDs de criterio proporcionados.