עכשיו אפשר ליצור את הקמפיין עם הנכסים והתקציב הנדרשים.
בקמפיינים למיקסום הביצועים, הערך של AdvertisingChannelType
הוא PERFORMANCE_MAX
. אין להגדיר AdvertisingChannelSubType
.
שיטות הבידינג היחידות שנתמכות הן:
אם אתם לא עוקבים אחרי ערכים וכל ההמרות חשובות לכם באותה מידה, כדאי להשתמש בשיטת הבידינג
MaximizeConversions
. אפשר להגדיר יעד עלות להמרה (CPA). מידע נוסףאם אתם עוקבים אחרי ערכים עם ההמרות, מגדירים את שיטת הבידינג
MaximizeConversionValue
. אפשר להגדיר יעד החזר על הוצאות פרסום (ROAS). מידע נוסף
שיטות בידינג כוללות שנוצרו באמצעות BiddingStrategyService
לא נתמכות בקמפיינים למיקסום הביצועים. במקום ליצור כמה קמפיינים בשיטת בידינג כוללת, כדאי להשתמש בפחות קמפיינים וביותר קבוצות נכסים.
Java
/** Creates a MutateOperation that creates a new Performance Max campaign. */ private MutateOperation createPerformanceMaxCampaignOperation( long customerId, boolean brandGuidelinesEnabled) { Campaign performanceMaxCampaign = Campaign.newBuilder() .setName("Performance Max campaign #" + getPrintableDateTime()) // Sets the campaign status as PAUSED. The campaign is the only entity in // the mutate request that should have its status set. .setStatus(CampaignStatus.PAUSED) // All Performance Max campaigns have an advertising_channel_type of // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set. .setAdvertisingChannelType(AdvertisingChannelType.PERFORMANCE_MAX) // Bidding strategy must be set directly on the campaign. // Setting a portfolio bidding strategy by resource name is not supported. // Max Conversion and Maximize Conversion Value are the only strategies // supported for Performance Max campaigns. // An optional ROAS (Return on Advertising Spend) can be set for // maximize_conversion_value. The ROAS value must be specified as a ratio in // the API. It is calculated by dividing "total value" by "total spend". // For more information on Maximize Conversion Value, see the support // article: http://support.google.com/google-ads/answer/7684216. // A targetRoas of 3.5 corresponds to a 350% return on ad spend. .setMaximizeConversionValue( MaximizeConversionValue.newBuilder().setTargetRoas(3.5).build()) // Sets the Final URL expansion opt out. This flag is specific to // Performance Max campaigns. If opted out (True), only the final URLs in // the asset group or URLs specified in the advertiser's Google Merchant // Center or business data feeds are targeted. // If opted in (False), the entire domain will be targeted. For best // results, set this value to false to opt in and allow URL expansions. You // can optionally add exclusions to limit traffic to parts of your website. .setUrlExpansionOptOut(false) // Sets if the campaign is enabled for brand guidelines. For more information on brand // guidelines, see https://support.google.com/google-ads/answer/14934472. .setBrandGuidelinesEnabled(brandGuidelinesEnabled) // Assigns the resource name with a temporary ID. .setResourceName( ResourceNames.campaign(customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID)) // Sets the budget using the given budget resource name. .setCampaignBudget(ResourceNames.campaignBudget(customerId, BUDGET_TEMPORARY_ID)) // Optional fields. .setStartDate(new DateTime().plusDays(1).toString("yyyyMMdd")) .setEndDate(new DateTime().plusDays(365).toString("yyyyMMdd")) .build(); return MutateOperation.newBuilder() .setCampaignOperation( CampaignOperation.newBuilder().setCreate(performanceMaxCampaign).build()) .build(); }
C#
/// Creates a MutateOperation that creates a new Performance Max campaign. /// <param name="campaignResourceName">The campaign resource name.</param> /// <param name="campaignBudgetResourceName">The campaign budget resource name.</param> /// <param name="brandGuidelinesEnabled">Whether or not to enable brand guidelines.</param> /// <returns>A MutateOperations that will create this new campaign.</returns> private MutateOperation CreatePerformanceMaxCampaignOperation( string campaignResourceName, string campaignBudgetResourceName, bool brandGuidelinesEnabled) { MutateOperation operation = new MutateOperation() { CampaignOperation = new CampaignOperation() { Create = new Campaign() { Name = "Performance Max campaign #" + ExampleUtilities.GetRandomString(), // Set the campaign status as PAUSED. The campaign is the only entity in // the mutate request that should have its status set. Status = CampaignStatus.Paused, // All Performance Max campaigns have an AdvertisingChannelType of // PerformanceMax. The AdvertisingChannelSubType should not be set. AdvertisingChannelType = AdvertisingChannelType.PerformanceMax, // Bidding strategy must be set directly on the campaign. Setting a // portfolio bidding strategy by resource name is not supported. Max // Conversion and Maximize Conversion Value are the only strategies // supported for Performance Max campaigns. BiddingStrategyType is // read-only and cannot be set by the API. An optional ROAS (Return on // Advertising Spend) can be set to enable the MaximizeConversionValue // bidding strategy. The ROAS value must be specified as a ratio in the API. // It is calculated by dividing "total value" by "total spend". // // For more information on Maximize Conversion Value, see the support // article: // http://support.google.com/google-ads/answer/7684216. // // A target_roas of 3.5 corresponds to a 350% return on ad spend. MaximizeConversionValue = new MaximizeConversionValue() { TargetRoas = 3.5 }, // Set the Final URL expansion opt out. This flag is specific to // Performance Max campaigns. If opted out (True), only the final URLs in // the asset group or URLs specified in the advertiser's Google Merchant // Center or business data feeds are targeted. // If opted in (False), the entire domain will be targeted. For best // results, set this value to false to opt in and allow URL expansions. You // can optionally add exclusions to limit traffic to parts of your website. UrlExpansionOptOut = false, // Use the temporary resource name created earlier ResourceName = campaignResourceName, // Set the budget using the given budget resource name. CampaignBudget = campaignBudgetResourceName, // Set if the campaign is enabled for brand guidelines. For more information // on brand guidelines, see https://support.google.com/google-ads/answer/14934472. BrandGuidelinesEnabled = brandGuidelinesEnabled, // Optional fields StartDate = DateTime.Now.AddDays(1).ToString("yyyyMMdd"), EndDate = DateTime.Now.AddDays(365).ToString("yyyyMMdd") } } }; return operation; }
PHP
private static function createPerformanceMaxCampaignOperation( int $customerId, bool $brandGuidelinesEnabled ): MutateOperation { // Creates a mutate operation that creates a campaign operation. return new MutateOperation([ 'campaign_operation' => new CampaignOperation([ 'create' => new Campaign([ 'name' => 'Performance Max campaign #' . Helper::getPrintableDatetime(), // Assigns the resource name with a temporary ID. 'resource_name' => ResourceNames::forCampaign( $customerId, self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID ), // Sets the budget using the given budget resource name. 'campaign_budget' => ResourceNames::forCampaignBudget( $customerId, self::BUDGET_TEMPORARY_ID ), // The campaign is the only entity in the mutate request that should have its // status set. // Recommendation: Set the campaign to PAUSED when creating it to prevent // the ads from immediately serving. 'status' => CampaignStatus::PAUSED, // All Performance Max campaigns have an advertising_channel_type of // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set. 'advertising_channel_type' => AdvertisingChannelType::PERFORMANCE_MAX, // Bidding strategy must be set directly on the campaign. // Setting a portfolio bidding strategy by resource name is not supported. // Max Conversion and Maximize Conversion Value are the only strategies // supported for Performance Max campaigns. // An optional ROAS (Return on Advertising Spend) can be set for // maximize_conversion_value. The ROAS value must be specified as a ratio in // the API. It is calculated by dividing "total value" by "total spend". // For more information on Maximize Conversion Value, see the support // article: http://support.google.com/google-ads/answer/7684216. // A target_roas of 3.5 corresponds to a 350% return on ad spend. 'maximize_conversion_value' => new MaximizeConversionValue([ 'target_roas' => 3.5 ]), // Sets the Final URL expansion opt out. This flag is specific to // Performance Max campaigns. If opted out (true), only the final URLs in // the asset group or URLs specified in the advertiser's Google Merchant // Center or business data feeds are targeted. // If opted in (false), the entire domain will be targeted. For best // results, set this value to false to opt in and allow URL expansions. You // can optionally add exclusions to limit traffic to parts of your website. 'url_expansion_opt_out' => false, // Sets if the campaign is enabled for brand guidelines. For more information // on brand guidelines, see // https://support.google.com/google-ads/answer/14934472. 'brand_guidelines_enabled' => $brandGuidelinesEnabled, // Optional fields. 'start_date' => date('Ymd', strtotime('+1 day')), 'end_date' => date('Ymd', strtotime('+365 days')) ]) ]) ]); }
Python
def create_performance_max_campaign_operation( client, customer_id, brand_guidelines_enabled, ): """Creates a MutateOperation that creates a new Performance Max campaign. A temporary ID will be assigned to this campaign so that it can be referenced by other objects being created in the same Mutate request. Args: client: an initialized GoogleAdsClient instance. customer_id: a client customer ID. brand_guidelines_enabled: a boolean value indicating if the campaign is enabled for brand guidelines. Returns: a MutateOperation that creates a campaign. """ mutate_operation = client.get_type("MutateOperation") campaign = mutate_operation.campaign_operation.create campaign.name = f"Performance Max campaign #{uuid4()}" # Set the campaign status as PAUSED. The campaign is the only entity in # the mutate request that should have its status set. campaign.status = client.enums.CampaignStatusEnum.PAUSED # All Performance Max campaigns have an advertising_channel_type of # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set. campaign.advertising_channel_type = ( client.enums.AdvertisingChannelTypeEnum.PERFORMANCE_MAX ) # Bidding strategy must be set directly on the campaign. # Setting a portfolio bidding strategy by resource name is not supported. # Max Conversion and Maximize Conversion Value are the only strategies # supported for Performance Max campaigns. # An optional ROAS (Return on Advertising Spend) can be set for # maximize_conversion_value. The ROAS value must be specified as a ratio in # the API. It is calculated by dividing "total value" by "total spend". # For more information on Maximize Conversion Value, see the support # article: http://support.google.com/google-ads/answer/7684216. # A target_roas of 3.5 corresponds to a 350% return on ad spend. campaign.bidding_strategy_type = ( client.enums.BiddingStrategyTypeEnum.MAXIMIZE_CONVERSION_VALUE ) campaign.maximize_conversion_value.target_roas = 3.5 # Set the Final URL expansion opt out. This flag is specific to # Performance Max campaigns. If opted out (True), only the final URLs in # the asset group or URLs specified in the advertiser's Google Merchant # Center or business data feeds are targeted. # If opted in (False), the entire domain will be targeted. For best # results, set this value to false to opt in and allow URL expansions. You # can optionally add exclusions to limit traffic to parts of your website. campaign.url_expansion_opt_out = False # Set if the campaign is enabled for brand guidelines. For more information # on brand guidelines, see https://support.google.com/google-ads/answer/14934472. campaign.brand_guidelines_enabled = brand_guidelines_enabled # Assign the resource name with a temporary ID. campaign_service = client.get_service("CampaignService") campaign.resource_name = campaign_service.campaign_path( customer_id, _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID ) # Set the budget using the given budget resource name. campaign.campaign_budget = campaign_service.campaign_budget_path( customer_id, _BUDGET_TEMPORARY_ID ) # Optional fields campaign.start_date = (datetime.now() + timedelta(1)).strftime("%Y%m%d") campaign.end_date = (datetime.now() + timedelta(365)).strftime("%Y%m%d") return mutate_operation
Ruby
# Creates a MutateOperation that creates a new Performance Max campaign. # # A temporary ID will be assigned to this campaign so that it can # be referenced by other objects being created in the same Mutate request. def create_performance_max_campaign_operation( client, customer_id, brand_guidelines_enabled) client.operation.mutate do |m| m.campaign_operation = client.operation.create_resource.campaign do |c| c.name = "Performance Max campaign #{SecureRandom.uuid}" # Set the campaign status as PAUSED. The campaign is the only entity in # the mutate request that should have its status set. c.status = :PAUSED # All Performance Max campaigns have an advertising_channel_type of # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set. c.advertising_channel_type = :PERFORMANCE_MAX # Bidding strategy must be set directly on the campaign. # Setting a portfolio bidding strategy by resource name is not supported. # Max Conversion and Maximize Conversion Value are the only strategies # supported for Performance Max campaigns. # An optional ROAS (Return on Advertising Spend) can be set for # maximize_conversion_value. The ROAS value must be specified as a ratio in # the API. It is calculated by dividing "total value" by "total spend". # For more information on Maximize Conversion Value, see the support # article: http://support.google.com/google-ads/answer/7684216. # A target_roas of 3.5 corresponds to a 350% return on ad spend. c.bidding_strategy_type = :MAXIMIZE_CONVERSION_VALUE c.maximize_conversion_value = client.resource.maximize_conversion_value do |mcv| mcv.target_roas = 3.5 end # Set the Final URL expansion opt out. This flag is specific to # Performance Max campaigns. If opted out (true), only the final URLs in # the asset group or URLs specified in the advertiser's Google Merchant # Center or business data feeds are targeted. # If opted in (false), the entire domain will be targeted. For best # results, set this value to false to opt in and allow URL expansions. You # can optionally add exclusions to limit traffic to parts of your website. c.url_expansion_opt_out = false # Set if the campaign is enabled for brand guidelines. For more # information on brand guidelines, see # https://support.google.com/google-ads/answer/14934472. c.brand_guidelines_enabled = brand_guidelines_enabled # Assign the resource name with a temporary ID. c.resource_name = client.path.campaign(customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID) # Set the budget using the given budget resource name. c.campaign_budget = client.path.campaign_budget(customer_id, BUDGET_TEMPORARY_ID) # Optional fields c.start_date = DateTime.parse((Date.today + 1).to_s).strftime('%Y%m%d') c.end_date = DateTime.parse(Date.today.next_year.to_s).strftime('%Y%m%d') end end end
Perl
sub create_performance_max_campaign_operation { my ($customer_id, $brand_guidelines_enabled) = @_; # Create a mutate operation that creates a campaign operation. return Google::Ads::GoogleAds::V19::Services::GoogleAdsService::MutateOperation-> new({ campaignOperation => Google::Ads::GoogleAds::V19::Services::CampaignService::CampaignOperation ->new({ create => Google::Ads::GoogleAds::V19::Resources::Campaign->new({ # Assign the resource name with a temporary ID. resourceName => Google::Ads::GoogleAds::V19::Utils::ResourceNames::campaign( $customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID ), name => "Performance Max campaign #" . uniqid(), # Set the budget using the given budget resource name. campaignBudget => Google::Ads::GoogleAds::V19::Utils::ResourceNames::campaign_budget( $customer_id, BUDGET_TEMPORARY_ID ), # Set the campaign status as PAUSED. The campaign is the only entity in # the mutate request that should have its status set. status => Google::Ads::GoogleAds::V19::Enums::CampaignStatusEnum::PAUSED, # All Performance Max campaigns have an advertisingChannelType of # PERFORMANCE_MAX. The advertisingChannelSubType should not be set. advertisingChannelType => PERFORMANCE_MAX, # Bidding strategy must be set directly on the campaign. # Setting a portfolio bidding strategy by resource name is not supported. # Max Conversion and Maximize Conversion Value are the only strategies # supported for Performance Max campaigns. # An optional ROAS (Return on Advertising Spend) can be set for # maximizeConversionValue. The ROAS value must be specified as a ratio in # the API. It is calculated by dividing "total value" by "total spend". # For more information on Maximize Conversion Value, see the support # article: http://support.google.com/google-ads/answer/7684216. # A targetRoas of 3.5 corresponds to a 350% return on ad spend. maximizeConversionValue => Google::Ads::GoogleAds::V19::Common::MaximizeConversionValue-> new({ targetRoas => 3.5 } ), # Set the final URL expansion opt out. This flag is specific to # Performance Max campaigns. If opted out (true), only the final URLs in # the asset group or URLs specified in the advertiser's Google Merchant # Center or business data feeds are targeted. # If opted in (false), the entire domain will be targeted. For best # results, set this value to false to opt in and allow URL expansions. You # can optionally add exclusions to limit traffic to parts of your website. urlExpansionOptOut => "false", # Set if the campaign is enabled for brand guidelines. For more information # on brand guidelines, see https://support.google.com/google-ads/answer/14934472. brandGuidelinesEnabled => $brand_guidelines_enabled, # Optional fields. startDate => strftime("%Y%m%d", localtime(time + 60 * 60 * 24)), endDate => strftime("%Y%m%d", localtime(time + 60 * 60 * 24 * 365)), })})}); }
המלצות לבידינג
ב-Google Ads API יש שני סוגים של המלצות שיעזרו לכם לבצע אופטימיזציה של הבידינג בקמפיינים למיקסום הביצועים:
MAXIMIZE_CONVERSION_VALUE_OPT_IN
ממליץ להשתמש בשיטת הבידינג 'מקסימום ערך המרות' בקמפיינים שלך.MAXIMIZE_CONVERSIONS_OPT_IN
ממליץ להשתמש בשיטת הבידינג 'מקסימום המרות' בקמפיינים שלכם, ומציע סכום תקציב.
מידע נוסף על השימוש בהמלצות זמין במדריך ציון האופטימיזציה וההמלצות.
ספר מותג
הנחיות המיתוג קובעות איך המותג מוצג בנכסים דיגיטליים אוטומטיים או בפורמטים של קמפיינים למיקסום הביצועים. בגרסה 19 של Google Ads API, אפשר ליצור קמפיינים למיקסום הביצועים עם הנחיות למותג מופעלות. לשם כך, מגדירים את הערך Campaign.brand_guidelines_enabled
לערך true
בקמפיינים למיקסום הביצועים להמרות ממכירות אונליין או ליצירת לידים (רגילים) ובקמפיינים למיקסום הביצועים להמרות ממכירות אונליין עם פיד מוצרים (קמעונאות).
בקמפיינים למיקסום הביצועים שבהם הופעלו הוראות לשימוש במותג, נעשה שימוש בנכסים ברמת הקמפיין לסוגי השדות של נכסי המותג (BUSINESS_NAME
, LOGO
ו-LANDSCAPE_LOGO
). צריך לקשר את נכסי המותג לקמפיין באמצעות CampaignAsset
, והקמפיין צריך לכלול:
- נכס
BUSINESS_NAME
אחד בלבד - לפחות נכס
LOGO
אחד ועד ארבעה נכסי לוגו נוספים אופציונליים מסוגLOGO
אוLANDSCAPE_LOGO
אפשר להגדיר הנחיות אופציונליות לגבי צבעים וגופנים בקמפיין באמצעות השדה Campaign.brand_guidelines
:
main_color
מגדיר את הצבע הראשי. הצבע חייב להיות מצוין כמחרוזת של קוד hex (למשל #00ff00).accent_color
מגדיר את הצבע המשני. הצבע חייב להיות מצוין כמחרוזת של קוד hex (למשל #00ff00).- משתמשים ב-
predefined_font_family
כדי להגדיר את הגופן. הערך חייב להיות אחד מהגופנים הבאים של Google Fonts (האותיות רגישות לגודל): Open Sans, Roboto, Montserrat, Poppins, Lato, Oswald, Playfair Display, Roboto Slab.
העברה
Campaign.brand_guidelines_enabled
מציין אם קמפיין קיים מופעל בהתאם להנחיות למותג. כדי להפעיל את ספר המותג בקמפיין קיים, משתמשים בפקודה CampaignService.EnablePMaxBrandGuidelines
במקום לעדכן את השדה brand_guidelines_enabled
ישירות, כי השדה לא ניתן לשינוי. כדי לאכלס את הקמפיין באופן אוטומטי בנכסי המותג שמניבים את הביצועים הטובים ביותר, מגדירים את הערך של auto_populate_brand_assets
לערך true
. אחרת, תצטרכו לספק את הנכסים באופן ידני בפעולה באמצעות brand_assets
. אין תמיכה בהשבתה של הנחיות המותג בקמפיין.
אופציונלי: התאמת כתובת URL סופית
התכונה התאמת כתובת URL עוזרת לכם לבצע אופטימיזציה של הקמפיינים למיקסום הביצועים. אתם יכולים להשתמש בתכונה 'התאמת כתובת URL' כדי להחליף את כתובת ה-URL הסופית ולהשתמש במקומה בדף נחיתה רלוונטי יותר ובכותרת דינמית, על סמך כוונת הרכישה של הלקוחות. כברירת מחדל, התכונה 'התאמת כתובת URL':
- מושבת, אם מסנני מוצרים חלים.
- מופעל כשמטרגטים את כל המוצרים.
כדי לשנות את הגדרות ברירת המחדל האלה, מגדירים את הערך Campaign.final_url_expansion_opt_out
.
משתמשים בקריטריונים של קמפיין WEBPAGE
כדי להגדיר החרגות להתאמת כתובת URL.