借助 Google Ads API,您可以设计查询以获取所需的酒店广告报告。 然后,您可以将这些查询合并到您的客户端应用程序中。
前提条件
酒店广告基本查询
查看这些查询示例,以熟悉如何使用 Google Ads API 生成酒店广告报告。
获取点击次数指标
以下示例查询会返回酒店效果视图的点击次数。
SELECT metrics.clicks
FROM hotel_performance_view
查询结果将如下所示:
{
"results": [
{
"metrics": {
"clicks": "78090"
},
"hotelPerformanceView": {
"resourceName": "customers/1234567890/hotelPerformanceView"
}
}
],
"totalResultsCount": "1",
"fieldMask": "metrics.clicks"
}
获取细分的点击次数指标
以下酒店效果视图查询示例可获取点击次数,并按酒店 ID 细分搜索结果。
SELECT
segments.partner_hotel_id,
metrics.clicks
FROM hotel_performance_view
查询结果将类似于以下 JSON 字符串。
点击按 partnerHotelID
细分,因此可以针对同一个 HotelPerformanceView 返回两个或更多对象。
{
"results": [
{
"metrics": {
"clicks": "7055"
},
"hotelPerformanceView": {
"resourceName": "customers/1234567890/hotelPerformanceView"
},
"segments": {
"partnerHotelId": "1111"
}
},
{
"metrics": {
"clicks": "3047"
},
"hotelPerformanceView": {
"resourceName": "customers/1234567890/hotelPerformanceView"
},
"segments": {
"partnerHotelId": "1112"
}
},
...
]
}
获取广告组指标
以下广告组查询示例会获取过去 30 天(按日期细分)的展示次数和点击次数。
SELECT
campaign.name,
campaign.status,
ad_group.name,
segments.date,
metrics.impressions,
metrics.clicks
FROM ad_group
WHERE ad_group.type = HOTEL_ADS
AND segments.date DURING LAST_30_DAYS
查询结果将类似于以下 JSON 字符串。
系统将仅针对满足 WHERE
子句条件的指标过滤响应。日期字段由 30 天时间段内包含的最后一个日期填充。
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"name": "test campaign",
"status": "ENABLED"
},
"adGroup": {
"resourceName": "customers/123456789/adGroups/11111111",
"name": "test adgroup"
},
"metrics": {
"clicks": "91",
"impressions": "5145"
},
"segments": {
"date": "2020-05-10"
}
}
]
}
获取已启用的广告组广告
以下广告组广告查询示例将获取将投放的广告组。对于要投放的广告组,广告组广告、广告组和广告系列必须全部启用。
SELECT
ad_group.id,
ad_group.name,
ad_group.status,
campaign.name,
campaign.status,
ad_group_ad.status
FROM ad_group_ad
WHERE ad_group_ad.status = ENABLED
AND campaign.status = ENABLED
AND ad_group.status = ENABLED
查询结果将类似于以下 JSON 字符串。
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"name": "test campaign",
"status": "ENABLED"
},
"adGroup": {
"resourceName": "customers/123456789/adGroups/111111111111",
"id": "106121857411",
"name": "test adgroup",
"status": "ENABLED"
},
"adGroupAd": {
"resourceName": "customers/123456789/adGroupAds/111111111111~33333333333",
"status": "ENABLED",
"ad": {
"resourceName": "customers/123456789/ads/77777777777"
}
}
}
]
}
酒店广告报告的实用数据视图
在之前的酒店广告报告 API 中,您可以检索特定报告,例如效果报告。在 Google Ads API 中,此类数据在单独的 *_view
资源中表示,例如 hotel_performance_view
和 hotel_group_view
。本部分介绍了可用于酒店广告报告的 *_view
资源。另外还提供了示例查询。
请注意,每个 *_view
资源都有特定的资源字段、细分和指标。在构建查询之前,请参阅特定 *_view
资源的文档。
酒店组视图
酒店组视图是一种条件视图,因此可用于检索酒店组的特定条件类型的指标。
以下酒店组视图查询示例会获取整个酒店信息组树(包括根节点(“所有酒店”)的信息组内每家酒店)的点击次数。
SELECT
metrics.clicks,
ad_group_criterion.listing_group.case_value.hotel_id.value
FROM hotel_group_view
查询结果将类似于以下 JSON 字符串。
鉴于未定义根节点(“所有酒店”)的 case_value
,很明显,第一行表示“所有酒店”信息组的指标,而第二行表示表示“其他”的子信息组的指标。
{
"results": [
{
"metrics": {
"clicks": "5"
},
"adGroupCriterion": {
"resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111111"
},
"hotelGroupView": {
"resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111111"
}
},
{
"metrics": {
"clicks": "0"
},
"adGroupCriterion": {
"resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111112"
"listingGroup": {
"caseValue": {
"hotelId": {
}
}
}
},
"hotelGroupView": {
"resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111112"
}
},
{
"metrics": {
"clicks": "3"
},
"adGroupCriterion": {
"resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111113"
"listingGroup": {
"caseValue": {
"hotelId": {
"value": "11111111111111111"
}
}
}
}
},
"hotelGroupView": {
"resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111113"
}
},
{
"metrics": {
"clicks": "2"
},
"adGroupCriterion": {
"resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111114"
"listingGroup": {
"caseValue": {
"hotelId": {
"value": "11111111111111112"
}
}
}
}
},
"hotelGroupView": {
"resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111114"
}
},
]
}
酒店广告效果视图
如果您想使用并非来自酒店分组的数据来检索酒店的效果指标(即使您有一个基于酒店 ID 的细分),那么酒店效果视图会非常有用。
以下酒店效果视图查询示例可获取点击次数,并按酒店 ID 细分搜索结果。
SELECT
segments.partner_hotel_id,
metrics.clicks
FROM hotel_performance_view
查询结果将类似于以下 JSON 字符串。
点击按 partner_hotel_id
细分,因此可针对同一酒店效果视图返回两个或更多对象。
{
"results": [
{
"metrics": {
"clicks": "7055"
},
"hotelPerformanceView": {
"resourceName": "customers/1234567890/hotelPerformanceView"
},
"segments": {
"partnerHotelId": "1111"
}
},
{
"metrics": {
"clicks": "3047"
},
"hotelPerformanceView": {
"resourceName": "customers/1234567890/hotelPerformanceView"
},
"segments": {
"partnerHotelId": "1112"
}
},
...
]
}
广告组受众群体视图
如果您希望检索在广告组一级附加的受众群体的效果指标,广告组受众群体视图会非常有用。
请注意,这是各类广告系列的一般视图,而不仅仅是酒店广告系列。此视图还提供按 hotel_date_selection_type
细分结果的功能,可用于指定酒店日期是由用户选择还是由 Google 设置的默认搜索日期。如果按 hotel_date_selection_type
细分,则系统只会返回酒店广告系列的结果。
以下查询为每个 ad_group_criterion.user_list.user_list
返回一行。
SELECT
ad_group.id,
campaign.id,
ad_group_criterion.user_list.user_list,
segments.device,
segments.hotel_date_selection_type,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions,
metrics.all_conversions_value
FROM ad_group_audience_view
查询结果将类似于以下 JSON 字符串。
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"id": "23456789"
},
"metrics": {
"clicks": "0",
"conversions": "0",
"costMicros": "0",
"impressions": "3",
"allConversionsValue": "0"
},
"adGroupCriterion": {
"resourceName": "customers/123456789/adGroupCriteria/23456789~789456",
"userList": {
"userList": "customers/123456789/userLists/456789"
}
},
"adGroupAudienceView": {
"resourceName": "customers/8005193609/adGroupAudienceViews/23456789~789456"
},
"segments": {
"device": "TABLET",
"hotelDateSelectionType": "USER_SELECTED"
}
}
]
}
广告系列受众群体视图
如果要检索在广告系列一级附加的受众群体的效果指标,广告系列受众群体视图会非常有用。
请注意,这是各类广告系列的一般视图,而不仅仅是酒店广告系列。此视图还提供按 hotel_date_selection_type
细分结果的功能,可用于指定酒店日期是由用户选择还是由 Google 设置的默认搜索日期。如果按 hotel_date_selection_type
细分,则系统只会返回酒店广告系列的结果。
以下查询为每个 campaign_criterion.user_list.user_list
返回一行。
SELECT
campaign.id,
campaign_criterion.user_list.user_list,
segments.device,
segments.hotel_date_selection_type,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions,
metrics.all_conversions_value
FROM campaign_audience_view
查询结果将类似于以下 JSON 字符串。
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"id": "23456789"
},
"metrics": {
"clicks": "0",
"conversions": "0",
"costMicros": "0",
"impressions": "3",
"allConversionsValue": "0"
},
"campaignCriterion": {
"resourceName": "customers/123456789/campaignCriteria/23456789~789456",
"userList": {
"userList": "customers/123456789/userLists/456789"
}
},
"campaignAudienceView": {
"resourceName": "customers/8005193609/campaignAudienceViews/23456789~789456"
},
"segments": {
"device": "TABLET",
"hotelDateSelectionType": "USER_SELECTED"
}
}
]
}
实用的酒店广告报告
本部分提供了几种专为酒店广告设计的实用报告。
效果报告
这些查询利用酒店效果视图获取效果数据。
借助 hotel_performance_view
,您可以使用 campaign
资源来细分指标。例如,您可以使用 campaign.id
字段按广告系列获取效果指标。
性能
查询示例:
SELECT
segments.hotel_center_id,
segments.device,
segments.partner_hotel_id,
segments.hotel_check_in_day_of_week,
segments.hotel_date_selection_type,
segments.hotel_length_of_stay,
segments.hotel_booking_window_days,
metrics.search_top_impression_share,
metrics.search_absolute_top_impression_share,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions,
metrics.all_conversions_value,
metrics.search_impression_share
FROM hotel_performance_view
JSON 响应示例:
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789"
},
"metrics": {
"clicks": "0",
"conversions": "0.0",
"costMicros": "0",
"impressions": "0",
"searchImpressionShare": "0.0999",
"searchAbsoluteTopImpressionShare": "0.0999",
"searchTopImpressionShare": "0.0999",
"allConversionsValue": "1"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "DESKTOP",
"hotelBookingWindowDays": "3",
"hotelCenterId": "1234",
"hotelCheckInDayOfWeek": "MONDAY",
"hotelDateSelectionType": "USER_SELECTED",
"hotelLengthOfStay": "4",
"partnerHotelId": "123"
}
},
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789"
},
"metrics": {
"clicks": "0",
"conversions": "0.0",
"costMicros": "0",
"impressions": "1",
"searchImpressionShare": "1.0",
"searchAbsoluteTopImpressionShare": "0.0999",
"searchTopImpressionShare": "1.0",
"allConversionsValue": "1"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "DESKTOP",
"hotelBookingWindowDays": "3",
"hotelCenterId": "1234",
"hotelCheckInDayOfWeek": "MONDAY",
"hotelDateSelectionType": "USER_SELECTED",
"hotelLengthOfStay": "4",
"partnerHotelId": "123"
}
}
]
}
效果(包含点击类型)
查询示例:
SELECT
segments.click_type,
segments.hotel_center_id,
segments.device,
segments.partner_hotel_id,
segments.hotel_check_in_day_of_week,
segments.hotel_date_selection_type,
segments.hotel_length_of_stay,
segments.hotel_booking_window_days,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions,
metrics.all_conversions_value
FROM hotel_performance_view
JSON 响应示例:
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789"
},
"metrics": {
"clicks": "0",
"conversions": "0.0",
"costMicros": "0",
"impressions": "1",
"allConversionsValue": "0.0"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "DESKTOP",
"hotelBookingWindowDays": "0",
"hotelCenterId": "1234",
"hotelCheckInDayOfWeek": "TUESDAY",
"hotelDateSelectionType": "USER_SELECTED",
"hotelLengthOfStay": "4",
"partnerHotelId": "123",
"clickType": "HOTEL_PRICE"
}
},
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789"
},
"metrics": {
"clicks": "1",
"conversions": "0.0",
"costMicros": "0",
"impressions": "1",
"allConversionsValue": "0.0"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "DESKTOP",
"hotelBookingWindowDays": "0",
"hotelCenterId": "1234",
"hotelCheckInDayOfWeek": "TUESDAY",
"hotelDateSelectionType": "USER_SELECTED",
"hotelLengthOfStay": "4",
"partnerHotelId": "12345",
"clickType": "HOTEL_PRICE"
}
}
]
}
条件式费率效果报告
以下查询获取效果指标细分:
campaign
hotel_center_id
hotel_country
hotel_rate_rule_id
hotel_rate_type
device
partner_hotel_id
有关类型的说明,请参阅 HotelRateType
。
一个查询中可以包含多个细分;但是,如果添加额外的细分,返回的行数可能会显著增加。
SELECT
campaign.id,
segments.hotel_center_id,
segments.hotel_country,
segments.hotel_rate_rule_id,
segments.hotel_rate_type,
segments.device,
segments.partner_hotel_id,
metrics.search_top_impression_share,
metrics.search_absolute_top_impression_share,
metrics.impressions,
metrics.clicks,
metrics.cost_micros,
metrics.conversions
FROM hotel_performance_view
查询结果将类似于以下 JSON 字符串。
{
"results": [
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"id": "23456789"
},
"metrics": {
"clicks": "1",
"conversions": "0.0",
"costMicros": "0",
"impressions": "24",
"searchAbsoluteTopImpressionShare": "0.0999",
"searchTopImpressionShare": "0.17073170731707318"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "TABLET",
"hotelCenterId": "1234",
"partnerHotelId": "123",
"hotelRateRuleId": "desktop",
"hotelRateType": "PUBLIC_RATE"
}
},
{
"campaign": {
"resourceName": "customers/123456789/campaigns/23456789",
"id": "23456789"
},
"metrics": {
"clicks": "107",
"conversions": "0.0",
"costMicros": "0",
"impressions": "1668",
"searchAbsoluteTopImpressionShare": "0.0999",
"searchTopImpressionShare": "0.3581201665675193"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"device": "TABLET",
"hotelCenterId": "1234",
"partnerHotelId": "1235",
"hotelRateRuleId": "desktop",
"hotelRateType": "PUBLIC_RATE"
}
}
]
}
价格竞争力报告
您可以深入了解您的价格与竞争对手在同一酒店行程的价格相比表现如何。
查询示例:
SELECT
segments.hotel_center_id,
segments.partner_hotel_id,
segments.hotel_price_bucket,
metrics.hotel_average_lead_value_micros,
metrics.hotel_price_difference_percentage
FROM hotel_performance_view
JSON 响应示例:
{
"results": [
{
"metrics": {
"hotelAverageLeadValueMicros": "96416341.829268292",
"hotelPriceDifferencePercentage": "-0.014627310872986811"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"hotelCenterId": "1234",
"partnerHotelId": "123",
"hotelPriceBucket": "LOWEST_TIED"
}
}
]
}
平均预订价格报告
您可以获取计算酒店平均预订价格(all_conversions_value
除以 conversions
)所需的数据。
查询示例:
SELECT
segments.hotel_center_id,
segments.partner_hotel_id,
segments.hotel_price_bucket,
metrics.all_conversions_value,
metrics.conversions
FROM hotel_performance_view
JSON 响应示例:
{
"results": [
{
"metrics": {
"allConversionsValue": "123.5",
"conversions": "1"
},
"hotelPerformanceView": {
"resourceName": "customers/123456789/hotelPerformanceView"
},
"segments": {
"hotelCenterId": "1234",
"partnerHotelId": "123",
"hotelPriceBucket": "LOWEST_TIED"
}
}
]
}
受众群体报告
受众群体报告会显示 Google Ads 受众群体名单中的出价调节系数的效果。如需查看受众群体报告示例,请参阅广告组受众群体视图和广告系列受众群体视图中的示例查询。
酒店对账报告
酒店对账报告包含酒店预订的转化信息,用于与广告客户记录进行对账。您可以通过批量上传上传数据,让 Google 知道哪些预订已取消或已完成。此报告中的主要列如下所示:
界面列 | API 列 | 解释 |
---|---|---|
预订价值 | metrics.value_per_conversions_by_conversion_date |
代码报告的转化价值 |
转化日期 | segments.date |
预订日期 |
佣金率 | metrics.hotel_commission_rate_micros |
您为广告展示机会出价的预订价值所占的百分比 |
佣金费用 |
如果值为 |
您应该为房客入住支付的金额或已支付的金额 |