Cómo crear ajustes de estacionalidad

Punto clave: Los ajustes de estacionalidad son ideales para eventos cortos de 1 a 7 días. Es posible que no funcionen bien si los usas por períodos prolongados (más de 14 días por vez).

Los ajustes de estacionalidad son una herramienta avanzada que se puede usar para informar a las Ofertas inteligentes acerca de cambios previstos en los porcentajes de conversiones para eventos futuros. Para obtener más detalles sobre cómo funcionan los ajustes de estacionalidad, consulta la página de ayuda sobre los ajustes de estacionalidad.

Crea el ajuste de estacionalidad de forma programática con BiddingSeasonalityAdjustments.

Alcance

BiddingSeasonalityAdjustments tiene un elemento scope obligatorio que se puede establecer en los siguientes valores. Las opciones de configuración adicionales específicas del alcance se establecen según el alcance que se usa.

Nota: También hay un alcance CUSTOMER de solo lectura, pero no se puede usar para crear ajustes de estacionalidad nuevos.

• CAMPAIGN: El ajuste se aplica a campañas específicas. Establece el campo campaigns en una lista de nombres de recursos de la campaña a los que se aplicará este ajuste.
  • La cantidad máxima de campañas por BiddingSeasonalityAdjustment es de 2,000.
• CHANNEL: El ajuste se aplica a las campañas que pertenecen a tipos de canales específicos. Establece el campo advertising_channel_types en una lista de AdvertisingChannelTypes a la que se aplicará este ajuste.

Dispositivos

Además de su alcance, los ajustes de estacionalidad se pueden configurar con una lista opcional de tipos de dispositivos a los que se aplicará el ajuste. Si se configura devices, el ajuste de estacionalidad solo se aplicará al tráfico de los tipos de dispositivos especificados. Si no se especifica, se incluyen todos los tipos de dispositivos en el ajuste.

Fechas, horas y el modificador del porcentaje de conversiones

Además del alcance y los dispositivos opcionales, cada ajuste de estacionalidad tiene start_date_time, end_date_time y conversion_rate_modifier. La fecha y las horas definen el intervalo futuro al que se aplica el ajuste, y el modificador es el multiplicador del porcentaje de conversiones esperado que se debe aplicar. Las horas de las fechas se muestran en la zona horaria de la cuenta.

Nota: El valor de conversion_rate_modifier debe estar entre 0.1 y 10.0 y actúa como multiplicador. Por ejemplo, un valor de modificador de 1.0 significa que no se aplicará ningún ajuste.

Ejemplo

En el siguiente ejemplo, se muestra cómo crear un ajuste de estacionalidad con el alcance CHANNEL. En las secciones con comentarios, se muestra cómo especificar campañas si, en su lugar, configuras un permiso CAMPAIGN.

Java

BiddingSeasonalityAdjustment seasonalityAdjustment =
    BiddingSeasonalityAdjustment.newBuilder()
        // A unique name is required for every seasonality adjustment.
        .setName("Seasonality adjustment #" + getPrintableDateTime())
        // The CHANNEL scope applies the conversionRateModifier to all campaigns of specific
        // advertising channel types. In this example, the conversionRateModifier will only
        // apply to Search campaigns. Use the CAMPAIGN scope to instead limit the scope to
        // specific campaigns.
        .setScope(SeasonalityEventScope.CHANNEL)
        .addAdvertisingChannelTypes(AdvertisingChannelType.SEARCH)
        // If setting scope CAMPAIGN, add individual campaign resource name(s) according to
        // the commented out line below.
        // .addCampaigns("INSERT_CAMPAIGN_RESOURCE_NAME_HERE")
        .setStartDateTime(startDateTime)
        .setEndDateTime(endDateTime)
        // The conversionRateModifier is the expected future conversion rate change. When this
        // field is unset or set to 1.0, no adjustment will be applied to traffic. The allowed
        // range is 0.1 to 10.0.
        .setConversionRateModifier(conversionRateModifier)
        .build();

BiddingSeasonalityAdjustmentOperation operation =
    BiddingSeasonalityAdjustmentOperation.newBuilder()
        .setCreate(seasonalityAdjustment)
        .build();

MutateBiddingSeasonalityAdjustmentsResponse response =
    seasonalityAdjustmentServiceClient.mutateBiddingSeasonalityAdjustments(
        customerId.toString(), ImmutableList.of(operation));
System.out.printf(
    "Added seasonality adjustment with resource name: %s%n",
    response.getResults(0).getResourceName());
AddBiddingSeasonalityAdjustment.java
      

C#

BiddingSeasonalityAdjustment seasonalityAdjustment =
    new BiddingSeasonalityAdjustment()
    {
        // A unique name is required for every seasonality adjustment.
        Name = "Seasonality adjustment #" + ExampleUtilities.GetRandomString(),
        // The CHANNEL scope applies the conversionRateModifier to all campaigns of
        // specific advertising channel types. In this example, the
        // conversionRateModifier will only apply to Search campaigns. Use the
        // CAMPAIGN scope to instead limit the scope to specific campaigns.
        Scope = SeasonalityEventScope.Channel,
        AdvertisingChannelTypes = { AdvertisingChannelType.Search },
        // If setting scope CAMPAIGN, add individual campaign resource name(s)
        // according to the commented out line below.
        // Campaigns = { "INSERT_CAMPAIGN_RESOURCE_NAME_HERE" },
        // The date range should be less than 14 days.
        StartDateTime = startDateTime,
        EndDateTime = endDateTime,
        // The conversionRateModifier is the expected future conversion rate change.
        // When this field is unset or set to 1.0, no adjustment will be applied to
        // traffic. The allowed range is 0.1 to 10.0.
        ConversionRateModifier = conversionRateModifier
    };

BiddingSeasonalityAdjustmentOperation operation =
    new BiddingSeasonalityAdjustmentOperation()
    {
        Create = seasonalityAdjustment
    };

try
{
    MutateBiddingSeasonalityAdjustmentsResponse response =
        biddingSeasonalityAdjustmentService.MutateBiddingSeasonalityAdjustments(
            customerId.ToString(), new[] { operation });
    Console.WriteLine($"Added seasonality adjustment with resource name: " +
        $"{response.Results[0].ResourceName}");
}
catch (GoogleAdsException e)
{
    Console.WriteLine("Failure:");
    Console.WriteLine($"Message: {e.Message}");
    Console.WriteLine($"Failure: {e.Failure}");
    Console.WriteLine($"Request ID: {e.RequestId}");
    throw;
}
AddBiddingSeasonalityAdjustment.cs
      

PHP

// Creates a bidding seasonality adjustment.
$seasonalityAdjustment = new BiddingSeasonalityAdjustment([
    // A unique name is required for every seasonality adjustment.
    'name' => 'Seasonality adjustment #' . Helper::getPrintableDatetime(),
    // The CHANNEL scope applies the conversionRateModifier to all campaigns of specific
    // advertising channel types. In this example, the conversionRateModifier will only
    // apply to Search campaigns. Use the CAMPAIGN scope to instead limit the scope to
    // specific campaigns.
    'scope' => SeasonalityEventScope::CHANNEL,
    'advertising_channel_types' => [AdvertisingChannelType::SEARCH],
    // If setting scope CAMPAIGN, add individual campaign resource name(s) according to
    // the commented out line below.
    // 'campaigns' => ['INSERT_CAMPAIGN_RESOURCE_NAME_HERE'],
    'start_date_time' => $startDateTime,
    'end_date_time' => $endDateTime,
    // The conversionRateModifier is the expected future conversion rate change. When this
    // field is unset or set to 1.0, no adjustment will be applied to traffic. The allowed
    // range is 0.1 to 10.0.
    'conversion_rate_modifier' => $conversionRateModifier
]);

// Creates a bidding seasonality adjustment operation.
$biddingSeasonalityAdjustmentOperation = new BiddingSeasonalityAdjustmentOperation();
$biddingSeasonalityAdjustmentOperation->setCreate($seasonalityAdjustment);

// Submits the bidding seasonality adjustment operation to add the bidding seasonality
// adjustment.
$biddingSeasonalityAdjustmentServiceClient =
    $googleAdsClient->getBiddingSeasonalityAdjustmentServiceClient();
$response = $biddingSeasonalityAdjustmentServiceClient->mutateBiddingSeasonalityAdjustments(
    MutateBiddingSeasonalityAdjustmentsRequest::build(
        $customerId,
        [$biddingSeasonalityAdjustmentOperation]
    )
);

printf(
    "Added seasonality adjustment with resource name: '%s'.%s",
    $response->getResults()[0]->getResourceName(),
    PHP_EOL
);
AddBiddingSeasonalityAdjustment.php
      

Python

bidding_seasonality_adjustment_service = client.get_service(
    "BiddingSeasonalityAdjustmentService"
)
operation = client.get_type("BiddingSeasonalityAdjustmentOperation")
bidding_seasonality_adjustment = operation.create
# A unique name is required for every seasonality adjustment.
bidding_seasonality_adjustment.name = f"Seasonality adjustment #{uuid4()}"
# The CHANNEL scope applies the conversion_rate_modifier to all campaigns of
# specific advertising channel types. In this example, the
# conversion_rate_modifier will only apply to Search campaigns. Use the
# CAMPAIGN scope to instead limit the scope to specific campaigns.
bidding_seasonality_adjustment.scope = (
    client.enums.SeasonalityEventScopeEnum.CHANNEL
)
bidding_seasonality_adjustment.advertising_channel_types.append(
    client.enums.AdvertisingChannelTypeEnum.SEARCH
)
# If setting scope CAMPAIGN, add individual campaign resource name(s)
# according to the commented out line below.
#
# bidding_seasonality_adjustment.campaigns.append(
#     "INSERT_CAMPAIGN_RESOURCE_NAME_HERE"
# )

bidding_seasonality_adjustment.start_date_time = start_date_time
bidding_seasonality_adjustment.end_date_time = end_date_time
# The conversion_rate_modifier is the expected future conversion rate
# change. When this field is unset or set to 1.0, no adjustment will be
# applied to traffic. The allowed range is 0.1 to 10.0.
bidding_seasonality_adjustment.conversion_rate_modifier = (
    conversion_rate_modifier
)

response = bidding_seasonality_adjustment_service.mutate_bidding_seasonality_adjustments(
    customer_id=customer_id, operations=[operation]
)

resource_name = response.results[0].resource_name

print(f"Added seasonality adjustment with resource name: '{resource_name}'")
add_bidding_seasonality_adjustment.py
      

Ruby

client = Google::Ads::GoogleAds::GoogleAdsClient.new

operation = client.operation.create_resource.bidding_seasonality_adjustment do |bsa|
  # A unique name is required for every seasonality adjustment.
  bsa.name = "Seasonality Adjustment #{(Time.new.to_f * 1000).to_i}"

  # The CHANNEL scope applies the conversion_rate_modifier to all campaigns
  # of specific advertising channel types. In this example, the
  # conversion_rate_modifier will only apply to Search campaigns. Use the
  # CAMPAIGN scope to instead limit the scope to specific campaigns.
  bsa.scope = :CHANNEL
  bsa.advertising_channel_types << :SEARCH

  # If setting scope CAMPAIGN, add individual campaign resource name(s)
  # according to the commented out line below.
  #
  # bsa.campaigns << "INSERT_CAMPAIGN_RESOURCE_NAME_HERE"

  bsa.start_date_time = start_date_time
  bsa.end_date_time = end_date_time

  # The conversion_rate_modifier is the expected future conversion rate
  # change. When this field is unset or set to 1.0, no adjustment will be
  # applied to traffic. The allowed range is 0.1 to 10.0.
  bsa.conversion_rate_modifier = conversion_rate_modifier
end

response = client.service.bidding_seasonality_adjustment.mutate_bidding_seasonality_adjustments(
  customer_id: customer_id,
  operations: [operation],
)

puts "Added seasonality adjustment with resource name #{response.results.first.resource_name}"
add_bidding_seasonality_adjustment.rb
      

Perl

my $seasonality_adjustment =
  Google::Ads::GoogleAds::V19::Resources::BiddingSeasonalityAdjustment->new({
    # A unique name is required for every seasonality adjustment.
    name => "Seasonality adjustment #" . uniqid(),
    # The CHANNEL scope applies the conversion_rate_modifier to all campaigns
    # of specific advertising channel types. In this example, the conversion_rate_modifier
    # will only apply to Search campaigns. Use the CAMPAIGN scope to instead
    # limit the scope to specific campaigns.
    scope                   => CHANNEL,
    advertisingChannelTypes => [SEARCH],
    # If setting scope CAMPAIGN, add individual campaign resource name(s)
    # according to the commented out line below.
    # campaigns     => ["INSERT_CAMPAIGN_RESOURCE_NAME_HERE"],
    startDateTime => $start_date_time,
    endDateTime   => $end_date_time,
    # The conversion_rate_modifier is the expected future conversion rate change.
    # When this field is unset or set to 1.0, no adjustment will be applied to traffic.
    # The allowed range is 0.1 to 10.0.
    conversionRateModifier => $conversion_rate_modifier
  });

my $operation =
  Google::Ads::GoogleAds::V19::Services::BiddingSeasonalityAdjustmentService::BiddingSeasonalityAdjustmentOperation
  ->new({
    create => $seasonality_adjustment
  });

my $response = $api_client->BiddingSeasonalityAdjustmentService()->mutate({
    customerId => $customer_id,
    operations => [$operation]});

printf "Added seasonality adjustment with resource name: '%s'.\n",
  $response->{results}[0]{resourceName};
add_bidding_seasonality_adjustment.pl