Halaman ini diterjemahkan oleh Cloud Translation API.

Performa Maksimal untuk penjualan online dengan feed produk (retail)

Performa Maksimal untuk retail membantu Anda memperluas jangkauan dan sasaran dengan menawarkan peluang untuk menayangkan iklan di inventaris tambahan.

Anda mungkin perlu membuat aset baru—seperti teks, gambar, atau video—untuk memungkinkan iklan ditayangkan pada format dan platform baru—seperti teks, Discover, in-stream YouTube, dan Display.

Jika memiliki insight unik tentang segmen pengguna mana yang lebih cenderung melakukan konversi, Anda kini juga dapat menggunakan Sinyal audiens untuk memberi tahu Google.

Berikut beberapa peningkatan lainnya yang ditawarkan kampanye Performa Maksimal dibandingkan kampanye Shopping standar:

Penargetan bahasa berdasarkan kriteria kampanye atau feed Merchant Center
Perluasan URL Final
Semua toko akan ditargetkan jika sasaran Kunjungan Toko dipilih
Kemampuan untuk menetapkan sasaran konversi per pelanggan atau per kampanye

Menautkan akun Merchant Center dan Google Ads

Agar dapat menggunakan Performa Maksimal untuk retail, akun Google Ads harus ditautkan ke akun Merchant Center yang ada. Dengan menautkan ke Merchant Center, aset dapat otomatis dibuat untuk kampanye, tetapi jangkauan dan performanya akan terbatas.

Tambahkan grup aset

Menambahkan grup aset akan mengaktifkan saluran pemasaran ulang dinamis dan Shopping, sedangkan menetapkan perluasan URL akan mengaktifkan Iklan Penelusuran Dinamis. Secara umum, makin banyak aset yang Anda berikan, makin banyak format iklan yang dapat dibuat sistem untuk menargetkan inventaris tambahan.

Sebaiknya setiap grup aset menarget produk yang berbeda. Perhatikan bahwa batas untuk grup listingan lebih kecil daripada yang sebelumnya tersedia dengan grup produk kampanye Shopping Pintar. Jadi, sebagai praktik terbaik, Anda hanya boleh menargetkan sekumpulan produk tertentu dari grup aset—misalnya, Produk A-L akan berada di Grup Aset 1 dan Produk M-Z akan berada di Grup Aset 2.

Jika ingin menyesuaikan pesan aset berdasarkan audiens, Anda dapat membuat beberapa grup aset per kampanye. Dengan cara ini, Anda dapat membuat grup aset yang berbeda untuk URL final yang sama.

Lihat tips pengoptimalan lainnya saat menyiapkan kampanye Performa Maksimal.

Membuat kampanye retail Performa Maksimal

Seperti kampanye Shopping lainnya, tetapkan kolom ShoppingSetting untuk kampanye.

Wajib

merchant_id: ID Merchant Center akun yang berisi produk yang akan diiklankan.

Opsional

feed_label

String yang digunakan untuk label feed seperti yang ditentukan di Merchant Center. Kolom ini harus digunakan jika Anda perlu memilih produk dari feed Merchant Center tertentu. Jika tidak ditentukan, kampanye akan menggunakan semua feed yang tersedia di Merchant Center.

Jika sebelumnya Anda menggunakan sales_country yang tidak digunakan lagi, dalam format kode negara dua huruf (XX), feed_label harus digunakan. Untuk mengetahui informasi selengkapnya, baca artikel dukungan label feed.

Perhatikan bahwa mengirimkan kode negara di feed_label tidak secara otomatis memungkinkan iklan ditayangkan di negara tersebut; Anda harus menyiapkan penargetan lokasi geografis terlebih dahulu.

campaign_priority

Prioritas kampanye Shopping. Kampanye dengan prioritas yang secara numerik lebih tinggi akan lebih diutamakan daripada kampanye dengan prioritas yang lebih rendah.

enable_local

Opsi untuk mengaktifkan iklan produk yang dijual di toko lokal untuk kampanye ini.

Produk lokal diaktifkan secara default jika inventaris ada. Ini dapat difilter menggunakan grup listingan.

language

Anda dapat memilih beberapa bahasa untuk menampilkan iklan kepada kumpulan pelanggan tertentu.

Sasaran konversi

Saat bermigrasi dari kampanye Shopping Pintar, semua sasaran konversi tingkat kampanye berperilaku sama kecuali untuk kunjungan toko.

Anda dapat mengganti sasaran konversi tingkat pelanggan dengan memperbarui sasaran konversi tingkat kampanye seperti yang ditunjukkan dalam contoh ini:

Java

/** Retrieves the list of customer conversion goals. */
private static List<CustomerConversionGoal> getCustomerConversionGoals(
    GoogleAdsClient googleAdsClient, long customerId) {
  String query =
      "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
          + "FROM customer_conversion_goal";

  List<CustomerConversionGoal> customerConversionGoals = new ArrayList<>();
  try (GoogleAdsServiceClient googleAdsServiceClient =
      googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
    // The number of conversion goals is typically less than 50, so we use
    // GoogleAdsService.search instead of search_stream.
    SearchPagedResponse response =
        googleAdsServiceClient.search(Long.toString(customerId), query);
    for (GoogleAdsRow googleAdsRow : response.iterateAll()) {
      customerConversionGoals.add(googleAdsRow.getCustomerConversionGoal());
    }
  }

  return customerConversionGoals;
}

/** Creates a list of MutateOperations that override customer conversion goals. */
private static List<MutateOperation> createConversionGoalOperations(
    long customerId, List<CustomerConversionGoal> customerConversionGoals) {
  List<MutateOperation> mutateOperations = new ArrayList<>();
  // To override the customer conversion goals, we will change the
  // biddability of each of the customer conversion goals so that only
  // the desired conversion goal is biddable in this campaign.
  for (CustomerConversionGoal customerConversionGoal : customerConversionGoals) {
    ConversionActionCategory category = customerConversionGoal.getCategory();
    ConversionOrigin origin = customerConversionGoal.getOrigin();
    String campaignConversionGoalResourceName =
        ResourceNames.campaignConversionGoal(
            customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, category, origin);
    CampaignConversionGoal.Builder campaignConversionGoalBuilder =
        CampaignConversionGoal.newBuilder().setResourceName(campaignConversionGoalResourceName);
    // Change the biddability for the campaign conversion goal.
    // Set biddability to True for the desired (category, origin).
    // Set biddability to False for all other conversion goals.
    // Note:
    //  1- It is assumed that this Conversion Action
    //     (category=PURCHASE, origin=WEBSITE) exists in this account.
    //  2- More than one goal can be biddable if desired. This example
    //     shows only one.
    if (category == ConversionActionCategory.PURCHASE && origin == ConversionOrigin.WEBSITE) {
      campaignConversionGoalBuilder.setBiddable(true);
    } else {
      campaignConversionGoalBuilder.setBiddable(false);
    }
    CampaignConversionGoal campaignConversionGoal = campaignConversionGoalBuilder.build();
    CampaignConversionGoalOperation campaignConversionGoalOperation =
        CampaignConversionGoalOperation.newBuilder()
            .setUpdate(campaignConversionGoal)
            .setUpdateMask(FieldMasks.allSetFieldsOf(campaignConversionGoal))
            .build();
    mutateOperations.add(
        MutateOperation.newBuilder()
            .setCampaignConversionGoalOperation(campaignConversionGoalOperation)
            .build());
  }
  return mutateOperations;
}
AddPerformanceMaxRetailCampaign.java

C#

/// <summary>
/// Creates a MutateOperation that links an asset to an asset group.
/// </summary>
/// <param name="fieldType">The field type of the asset to be linked.</param>
/// <param name="assetGroupResourceName">The resource name of the asset group
/// to link the asset to.</param>
/// <param name="assetResourceName">The resource name of the text asset to be
/// linked.</param>
/// <returns>A MutateOperation that links an asset to an asset group.</returns>
private MutateOperation CreateLinkAssetOperation(
    AssetFieldType fieldType,
    string assetGroupResourceName,
    string assetResourceName) => new MutateOperation()
    {
        AssetGroupAssetOperation = new AssetGroupAssetOperation()
        {
            Create = new AssetGroupAsset()
            {
                FieldType = fieldType,
                AssetGroup = assetGroupResourceName,
                Asset = assetResourceName
            }
        }
    };
AddPerformanceMaxRetailCampaign.cs

PHP

private static function getCustomerConversionGoals(
    GoogleAdsClient $googleAdsClient,
    int $customerId
): array {
    $customerConversionGoals = [];
    $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();
    // Creates a query that retrieves all customer conversion goals.
    $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' .
        'FROM customer_conversion_goal';
    // The number of conversion goals is typically less than 50 so we use a search request
    // instead of search stream.
    $response = $googleAdsServiceClient->search(
        SearchGoogleAdsRequest::build($customerId, $query)->setPageSize(self::PAGE_SIZE)
    );

    // Iterates over all rows in all pages and builds the list of conversion goals.
    foreach ($response->iterateAllElements() as $googleAdsRow) {
        /** @var GoogleAdsRow $googleAdsRow */
        $customerConversionGoals[] = [
            'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(),
            'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin()
        ];
    }

    return $customerConversionGoals;
}

/**
 * Creates a list of MutateOperations that override customer conversion goals.
 *
 * @param int $customerId the customer ID
 * @param array $customerConversionGoals the list of customer conversion goals that will be
 *      overridden
 * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals
 */
private static function createConversionGoalOperations(
    int $customerId,
    array $customerConversionGoals
): array {
    $operations = [];

    // To override the customer conversion goals, we will change the biddability of each of the
    // customer conversion goals so that only the desired conversion goal is biddable in this
    // campaign.
    foreach ($customerConversionGoals as $customerConversionGoal) {
        $campaignConversionGoal = new CampaignConversionGoal([
            'resource_name' => ResourceNames::forCampaignConversionGoal(
                $customerId,
                self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                ConversionActionCategory::name($customerConversionGoal['category']),
                ConversionOrigin::name($customerConversionGoal['origin'])
            )
        ]);
        // Changes the biddability for the campaign conversion goal.
        // Sets biddability to true for the desired (category, origin).
        // Sets biddability to false for all other conversion goals.
        // Note:
        //  1- It is assumed that this Conversion Action
        //     (category=PURCHASE, origin=WEBSITE) exists in this account.
        //  2- More than one goal can be biddable if desired. This example
        //     shows only one.
        if (
            $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE
            && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE
        ) {
            $campaignConversionGoal->setBiddable(true);
        } else {
            $campaignConversionGoal->setBiddable(false);
        }

        $operations[] = new MutateOperation([
            'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation([
                'update' => $campaignConversionGoal,
                // Sets the update mask on the operation. Here the update mask will be a list
                // of all the fields that were set on the update object.
                'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal)
            ])
        ]);
    }

    return $operations;
}AddPerformanceMaxRetailCampaign.php

Python

def get_customer_conversion_goals(client, customer_id):
    """Retrieves the list of customer conversion goals.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.

    Returns:
        a list of dicts containing the category and origin of customer
        conversion goals.
    """
    ga_service = client.get_service("GoogleAdsService")
    customer_conversion_goals = []
    query = """
            SELECT
              customer_conversion_goal.category,
              customer_conversion_goal.origin
            FROM customer_conversion_goal
            """
    # The number of conversion goals is typically less than 50 so we use
    # GoogleAdsService.search instead of search_stream.
    search_request = client.get_type("SearchGoogleAdsRequest")
    search_request.customer_id = customer_id
    search_request.query = query
    search_request.page_size = 10000
    results = ga_service.search(request=search_request)

    # Iterate over the results and build the list of conversion goals.
    for row in results:
        customer_conversion_goals.append(
            {
                "category": row.customer_conversion_goal.category,
                "origin": row.customer_conversion_goal.origin,
            }
        )
    return customer_conversion_goals


def create_conversion_goal_operations(
    client,
    customer_id,
    customer_conversion_goals,
):
    """Creates a list of MutateOperations that override customer conversion goals.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        customer_conversion_goals: the list of customer conversion goals that
          will be overridden.

    Returns:
        MutateOperations that update campaign conversion goals.
    """
    campaign_conversion_goal_service = client.get_service(
        "CampaignConversionGoalService"
    )
    operations = []

    # To override the customer conversion goals, we will change the
    # biddability of each of the customer conversion goals so that only
    # the desired conversion goal is biddable in this campaign.
    for customer_conversion_goal in customer_conversion_goals:
        mutate_operation = client.get_type("MutateOperation")
        campaign_conversion_goal = (
            mutate_operation.campaign_conversion_goal_operation.update
        )

        campaign_conversion_goal.resource_name = (
            campaign_conversion_goal_service.campaign_conversion_goal_path(
                customer_id,
                _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                customer_conversion_goal["category"].name,
                customer_conversion_goal["origin"].name,
            )
        )
        # Change the biddability for the campaign conversion goal.
        # Set biddability to True for the desired (category, origin).
        # Set biddability to False for all other conversion goals.
        # Note:
        #  1- It is assumed that this Conversion Action
        #     (category=PURCHASE, origin=WEBSITE) exists in this account.
        #  2- More than one goal can be biddable if desired. This example
        #     shows only one.
        if (
            customer_conversion_goal["category"]
            == client.enums.ConversionActionCategoryEnum.PURCHASE
            and customer_conversion_goal["origin"]
            == client.enums.ConversionOriginEnum.WEBSITE
        ):
            biddable = True
        else:
            biddable = False
        campaign_conversion_goal.biddable = biddable
        field_mask = protobuf_helpers.field_mask(
            None, campaign_conversion_goal._pb
        )
        client.copy_from(
            mutate_operation.campaign_conversion_goal_operation.update_mask,
            field_mask,
        )
        operations.append(mutate_operation)

    return operationsadd_performance_max_retail_campaign.py

Ruby

def _get_customer_conversion_goals(client, customer_id)
  query = <<~EOD
    SELECT
        customer_conversion_goal.category,
        customer_conversion_goal.origin
    FROM customer_conversion_goal
  EOD

  customer_conversion_goals = []

  ga_service = client.service.google_ads
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService.search instead of search_stream.
  response = ga_service.search(
      customer_id: customer_id,
      query: query,
      page_size: PAGE_SIZE,
  )

  # Iterate over the results and build the list of conversion goals.
  response.each do |row|
    customer_conversion_goals << {
        "category" => row.customer_conversion_goal.category,
        "origin" => row.customer_conversion_goal.origin
    }
  end

  customer_conversion_goals
end

def create_conversion_goal_operations(client, customer_id, customer_conversion_goals)
  campaign_conversion_goal_service = client.service.campaign_conversion_goal

  operations = []

  # To override the customer conversion goals, we will change the
  # biddability of each of the customer conversion goals so that only
  # the desired conversion goal is biddable in this campaign.
  customer_conversion_goals.each do |customer_conversion_goal|
    operations << client.operation.mutate do |m|
        m.campaign_conversion_goal_operation = client.operation.campaign_conversion_goal do |op|
          op.update = client.resource.campaign_conversion_goal do |ccg|
              ccg.resource_name = client.path.campaign_conversion_goal(
                  customer_id,
                  PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                  customer_conversion_goal["category"].to_s,
                  customer_conversion_goal["origin"].to_s)
              # Change the biddability for the campaign conversion goal.
              # Set biddability to True for the desired (category, origin).
              # Set biddability to False for all other conversion goals.
              # Note:
              #  1- It is assumed that this Conversion Action
              #     (category=PURCHASE, origin=WEBSITE) exists in this account.
              #  2- More than one goal can be biddable if desired. This example
              #     shows only one.
              ccg.biddable = (customer_conversion_goal["category"] == :PURCHASE &&
                  customer_conversion_goal["origin"] == :WEBSITE)
          end
          op.update_mask = Google::Ads::GoogleAds::FieldMaskUtil.all_set_fields_of(op.update)
        end
    end
  end

  operations
endadd_performance_max_retail_campaign.rb

Perl

sub get_customer_conversion_goals {
  my ($api_client, $customer_id) = @_;

  my $customer_conversion_goals = [];
  # Create a query that retrieves all customer conversion goals.
  my $query =
    "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
    . "FROM customer_conversion_goal";
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService->search() method instead of search_stream().
  my $search_response = $api_client->GoogleAdsService()->search({
    customerId => $customer_id,
    query      => $query,
    pageSize   => PAGE_SIZE
  });

  # Iterate over the results and build the list of conversion goals.
  foreach my $google_ads_row (@{$search_response->{results}}) {
    push @$customer_conversion_goals,
      {
      category => $google_ads_row->{customerConversionGoal}{category},
      origin   => $google_ads_row->{customerConversionGoal}{origin}};
  }

  return $customer_conversion_goals;
}

# Creates a list of MutateOperations that override customer conversion goals.
sub create_conversion_goal_operations {
  my ($customer_id, $customer_conversion_goals) = @_;

  my $operations = [];
  # To override the customer conversion goals, we will change the biddability of
  # each of the customer conversion goals so that only the desired conversion goal
  # is biddable in this campaign.
  foreach my $customer_conversion_goal (@$customer_conversion_goals) {
    my $campaign_conversion_goal =
      Google::Ads::GoogleAds::V16::Resources::CampaignConversionGoal->new({
        resourceName =>
          Google::Ads::GoogleAds::V16::Utils::ResourceNames::campaign_conversion_goal(
          $customer_id,
          PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
          $customer_conversion_goal->{category},
          $customer_conversion_goal->{origin})});
    # Change the biddability for the campaign conversion goal.
    # Set biddability to true for the desired (category, origin).
    # Set biddability to false for all other conversion goals.
    # Note:
    #  1- It is assumed that this Conversion Action
    #     (category=PURCHASE, origin=WEBSITE) exists in this account.
    #  2- More than one goal can be biddable if desired. This example
    #     shows only one.
    if ( $customer_conversion_goal->{category} eq PURCHASE
      && $customer_conversion_goal->{origin} eq WEBSITE)
    {
      $campaign_conversion_goal->{biddable} = "true";
    } else {
      $campaign_conversion_goal->{biddable} = "false";
    }

    push @$operations,
      Google::Ads::GoogleAds::V16::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignConversionGoalOperation =>
          Google::Ads::GoogleAds::V16::Services::CampaignConversionGoalService::CampaignConversionGoalOperation
          ->new({
            update => $campaign_conversion_goal,
            # Set the update mask on the operation. Here the update mask will be
            # a list of all the fields that were set on the update object.
            updateMask => all_set_fields_of($campaign_conversion_goal)})});
  }

  return $operations;
}add_performance_max_retail_campaign.pl

Laporan Shopping

Gunakan shopping_performance_view untuk mengambil metrik yang diringkas oleh segmen produk seperti segments.product_item_id.

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.conversions,
  metrics.all_conversions,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE
  campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

Gunakan asset_group_product_group_view untuk mengambil metrik seperti klik, konversi, dan tayangan grup listingan yang terkait dengan grup aset ini.