캠페인 내 실험

캠페인 내 실험은 단일 캠페인 내에서 특정 기능을 테스트하는 데 사용됩니다. 트래픽이 통제 및 실험 캠페인 간에 분할되는 시스템 관리 실험과 달리 캠페인 내 실험에서는 기능이 사용 설정되었는지 여부에 따라 캠페인 내에서 트래픽이 분할됩니다.

이 워크플로는 다음 ExperimentType 값을 지원합니다.

ADOPT_AI_MAX
AI Max 기능이 검색 캠페인에 미치는 영향을 테스트합니다.
ADOPT_BROAD_MATCH_KEYWORDS
확장검색 키워드가 검색 캠페인에 미치는 영향을 테스트합니다.
PMAX_TEXT_CUSTOMIZATION_FINAL_URL_EXPANSION
실적 최대화 캠페인 기능(텍스트 맞춤설정(이전 명칭: 자동으로 생성된 확장 소재) 및 최종 URL 확장)을 테스트하는 데 사용됩니다. Google AI가 관련성 높은 방문 페이지로 트래픽을 전송하고 검색어와 더 일치하는 텍스트 애셋을 생성할 수 있습니다.

설정

  1. 실험 유형, 대조 부문 ExperimentArm, 실험 부문 ExperimentArm을 제공하여 Experiment을 정의합니다. 각 실험 부문은 동일한 캠페인을 참조해야 합니다.
  2. 필드 마스크를 사용하여 실험의 테스트 기능을 사용 설정합니다. ADOPT_BROAD_MATCH_KEYWORDS에는 필요하지 않습니다. 대신 실험을 만들면 광범위 일치 캠페인 설정이 자동으로 사용 설정됩니다.
  3. 실험 및 실험 부문을 만들고 (해당하는 경우) 테스트 기능을 사용 설정하는 변이 작업을 포함하는 GoogleAdsService.Mutate 요청을 전송합니다.

설정이 완료되면 트래픽이 캠페인 내에서 분할되어 트래픽의 50% 는 활성화된 기능 (실험 그룹)에 노출되고 50% 는 노출되지 않습니다 (대조 그룹).

자바

// Create the experiment resource name using a temporary ID.
String experimentResourceName = ResourceNames.experiment(customerId, -1L);

// Create the experiment.
Experiment experiment =
    Experiment.newBuilder()
        .setResourceName(experimentResourceName)
        .setName("ADOPT_AI_MAX Experiment #" + UUID.randomUUID())
        .setType(ExperimentType.ADOPT_AI_MAX)
        .build();
MutateOperation experimentOperation =
    MutateOperation.newBuilder()
        .setExperimentOperation(ExperimentOperation.newBuilder().setCreate(experiment).build())
        .build();

// Create the control arm. Both arms in an intra-campaign experiment reference the same base
// campaign.
ExperimentArm controlArm =
    ExperimentArm.newBuilder()
        .setExperiment(experimentResourceName)
        .setName("Control Arm")
        .setControl(true)
        .setTrafficSplit(50)
        .addCampaigns(ResourceNames.campaign(customerId, campaignId))
        .build();
MutateOperation controlArmOperation =
    MutateOperation.newBuilder()
        .setExperimentArmOperation(
            ExperimentArmOperation.newBuilder().setCreate(controlArm).build())
        .build();

// Create the treatment arm.
ExperimentArm treatmentArm =
    ExperimentArm.newBuilder()
        .setExperiment(experimentResourceName)
        .setName("Treatment Arm")
        .setControl(false)
        .setTrafficSplit(50)
        .addCampaigns(ResourceNames.campaign(customerId, campaignId))
        .build();
MutateOperation treatmentArmOperation =
    MutateOperation.newBuilder()
        .setExperimentArmOperation(
            ExperimentArmOperation.newBuilder().setCreate(treatmentArm).build())
        .build();

// Create a campaign operation with an update mask to enable AI Max and configure asset
// automation settings.
// Note: For intra-campaign experiments, these settings are applied to the base campaign but are
// only active for the treatment traffic split.
Campaign campaign =
    Campaign.newBuilder()
        .setResourceName(ResourceNames.campaign(customerId, campaignId))
        .setAiMaxSetting(AiMaxSetting.newBuilder().setEnableAiMax(true).build())
        .addAssetAutomationSettings(
            AssetAutomationSetting.newBuilder()
                .setAssetAutomationType(AssetAutomationType.TEXT_ASSET_AUTOMATION)
                .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN)
                .build())
        .addAssetAutomationSettings(
            AssetAutomationSetting.newBuilder()
                .setAssetAutomationType(
                    AssetAutomationType.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION)
                .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN)
                .build())
        .build();

CampaignOperation campaignOp =
    CampaignOperation.newBuilder()
        .setUpdate(campaign)
        .setUpdateMask(FieldMasks.allSetFieldsOf(campaign))
        .build();
MutateOperation campaignMutateOperation =
    MutateOperation.newBuilder().setCampaignOperation(campaignOp).build();

// Send all mutate operations in a single Mutate request.
List<MutateOperation> mutateOperations =
    ImmutableList.of(
        experimentOperation,
        controlArmOperation,
        treatmentArmOperation,
        campaignMutateOperation);

try (GoogleAdsServiceClient googleAdsServiceClient =
    googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {

  MutateGoogleAdsRequest request =
      MutateGoogleAdsRequest.newBuilder()
          .setCustomerId(Long.toString(customerId))
          .addAllMutateOperations(mutateOperations)
          .build();

  MutateGoogleAdsResponse response = googleAdsServiceClient.mutate(request);

C#

// Create the experiment resource name using a temporary ID.
string experimentResourceName = ResourceNames.Experiment(customerId, -1);

// Create the experiment.
MutateOperation experimentOperation = new MutateOperation()
{
    ExperimentOperation = new ExperimentOperation()
    {
        Create = new Experiment()
        {
            ResourceName = experimentResourceName,
            Name = $"ADOPT_AI_MAX Experiment #{ExampleUtilities.GetRandomString()}",
            Type = ExperimentType.AdoptAiMax
        }
    }
};

// Create the control arm. Both arms in an intra-campaign experiment
// reference the same base campaign.
MutateOperation controlArmOperation = new MutateOperation()
{
    ExperimentArmOperation = new ExperimentArmOperation()
    {
        Create = new ExperimentArm()
        {
            Experiment = experimentResourceName,
            Name = "Control Arm",
            Control = true,
            TrafficSplit = 50,
            Campaigns = { ResourceNames.Campaign(customerId, campaignId) }
        }
    }
};

// Create the treatment arm.
MutateOperation treatmentArmOperation = new MutateOperation()
{
    ExperimentArmOperation = new ExperimentArmOperation()
    {
        Create = new ExperimentArm()
        {
            Experiment = experimentResourceName,
            Name = "Treatment Arm",
            Control = false,
            TrafficSplit = 50,
            Campaigns = { ResourceNames.Campaign(customerId, campaignId) }
        }
    }
};

// Create a campaign operation with an update mask to enable AI Max and
// configure asset automation settings.
// Note: For intra-campaign experiments, these settings are applied to the
// base campaign but are only active for the treatment traffic split.
Campaign campaign = new Campaign()
{
    ResourceName = ResourceNames.Campaign(customerId, campaignId),
    AiMaxSetting = new Campaign.Types.AiMaxSetting { EnableAiMax = true }
};

campaign.AssetAutomationSettings.Add(new Campaign.Types.AssetAutomationSetting
{
    AssetAutomationType = AssetAutomationType.TextAssetAutomation,
    AssetAutomationStatus = AssetAutomationStatus.OptedIn
});

campaign.AssetAutomationSettings.Add(new Campaign.Types.AssetAutomationSetting
{
    AssetAutomationType = AssetAutomationType.FinalUrlExpansionTextAssetAutomation,
    AssetAutomationStatus = AssetAutomationStatus.OptedIn
});

MutateOperation campaignOperation = new MutateOperation()
{
    CampaignOperation = new CampaignOperation()
    {
        Update = campaign,
        UpdateMask = FieldMasks.AllSetFieldsOf(campaign)
    }
};

// Send all mutate operations in a single Mutate request.
List<MutateOperation> mutateOperations = new List<MutateOperation>
{
    experimentOperation,
    controlArmOperation,
    treatmentArmOperation,
    campaignOperation
};

MutateGoogleAdsResponse response = googleAdsService.Mutate(
    customerId.ToString(), mutateOperations);

PHP

This example is not yet available in PHP; you can take a look at the other languages.

Python

# Create the experiment resource name using a temporary ID.
experiment_resource_name = googleads_service.experiment_path(
    customer_id, "-1"
)

# Create the experiment.
experiment_operation = client.get_type("MutateOperation")
experiment = experiment_operation.experiment_operation.create
experiment.resource_name = experiment_resource_name
experiment.name = f"ADOPT_AI_MAX Experiment #{uuid4()}"
experiment.type_ = client.enums.ExperimentTypeEnum.ADOPT_AI_MAX

# Create the control arm. Both arms in an intra-campaign experiment
# reference the same base campaign.
control_arm_operation = client.get_type("MutateOperation")
control_arm = control_arm_operation.experiment_arm_operation.create
control_arm.experiment = experiment_resource_name
control_arm.name = "Control Arm"
control_arm.control = True
control_arm.traffic_split = 50
control_arm.campaigns.append(
    googleads_service.campaign_path(customer_id, campaign_id)
)

# Create the treatment arm.
treatment_arm_operation = client.get_type("MutateOperation")
treatment_arm = treatment_arm_operation.experiment_arm_operation.create
treatment_arm.experiment = experiment_resource_name
treatment_arm.name = "Treatment Arm"
treatment_arm.control = False
treatment_arm.traffic_split = 50
treatment_arm.campaigns.append(
    googleads_service.campaign_path(customer_id, campaign_id)
)

# Create a campaign operation with an update mask to enable AI Max and
# configure asset automation settings.
# Note: For intra-campaign experiments, these settings are applied to the
# base campaign but are only active for the treatment traffic split.
campaign_operation = client.get_type("MutateOperation")
campaign = campaign_operation.campaign_operation.update
campaign.resource_name = googleads_service.campaign_path(
    customer_id, campaign_id
)
campaign.ai_max_setting.enable_ai_max = True

for asset_automation_type_enum in [
    client.enums.AssetAutomationTypeEnum.TEXT_ASSET_AUTOMATION,
    client.enums.AssetAutomationTypeEnum.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION,
]:
    asset_automation_setting = client.get_type(
        "Campaign"
    ).AssetAutomationSetting()
    asset_automation_setting.asset_automation_type = (
        asset_automation_type_enum
    )
    asset_automation_setting.asset_automation_status = (
        client.enums.AssetAutomationStatusEnum.OPTED_IN
    )
    campaign.asset_automation_settings.append(asset_automation_setting)

client.copy_from(
    campaign_operation.campaign_operation.update_mask,
    protobuf_helpers.field_mask(None, campaign._pb),
)

# Send all mutate operations in a single Mutate request.
mutate_operations = [
    experiment_operation,
    control_arm_operation,
    treatment_arm_operation,
    campaign_operation,
]

response = googleads_service.mutate(
    customer_id=customer_id,
    mutate_operations=mutate_operations,
)

Ruby

This example is not yet available in Ruby; you can take a look at the other languages.

Perl

This example is not yet available in Perl; you can take a look at the other languages.

curl

실험 보고

통제 그룹과 실험 그룹의 트래픽이 하나의 캠페인 내에서 혼합되므로 직접 실험 보고를 사용하여 통제 그룹과 실험 그룹 간의 측정항목을 비교해야 합니다. 표준 캠페인 수준 보고서에는 전체 캠페인의 집계된 측정항목만 표시되며 두 그룹을 구분할 수 없습니다.

다음 GAQL 쿼리를 사용하여 ADOPT_AI_MAX 캠페인 내 실험의 클릭 통계를 가져올 수 있습니다.

SELECT
  experiment.resource_name,
  experiment.name,
  metrics.clicks,
  metrics.control_clicks,
  metrics.clicks_point_estimate,
  metrics.clicks_p_value
FROM experiment
WHERE experiment.type = 'ADOPT_AI_MAX'

실험을 승격하거나 종료하기

결과를 평가한 후 ExperimentService를 사용하여 실험을 종료하거나 승격할 수 있습니다.

  • 종료: 결과가 만족스럽지 않으면 EndExperiment를 사용합니다. 이 기능이 사용 중지되고 캠페인이 실험 기능 없이 모든 트래픽을 게재하도록 되돌아갑니다. 이는 동기 작업입니다.
  • 프로모션: 결과가 만족스러우면 PromoteExperiment를 사용합니다. 이렇게 하면 실험 변경사항이 캠페인의 새 영구 상태로 적용됩니다. 이는 비동기 작업입니다. 자세한 내용은 비동기 오류를 참고하세요.

완료할 별도의 전체 실험 대상 캠페인이 없으므로 캠페인 내 실험에는 완료 작업이 지원되지 않습니다.

이전
시스템 관리 실험
다음
애셋 최적화 실험