소매업체를 위한 실적 최대화 캠페인은 추가 인벤토리에 광고를 게재할 기회를 제공하여 도달범위와 목표를 확대하는 데 도움이 됩니다.
광고가 텍스트, 디스커버, YouTube 인스트림 광고, 디스플레이와 같은 새로운 형식과 표시 경로에 게재되도록 하려면 텍스트, 이미지, 동영상과 같은 새로운 확장 소재를 만들어야 할 수 있습니다.
전환 가능성이 높은 사용자 세그먼트에 관한 고유한 통계가 있으면 이제 잠재고객 신호를 사용하여 Google에 알릴 수도 있습니다.
다음은 일반 쇼핑 캠페인 대비 실적 최대화 캠페인이 제공하는 몇 가지 추가 개선사항입니다.
- 판매자 센터 피드 또는 캠페인 기준에 따른 언어 타겟팅
- 최종 URL 확장
- 오프라인 매장 방문 목표를 선택하면 모든 매장이 타겟팅됩니다.
- 고객별 또는 캠페인별로 전환 목표를 설정할 수 있습니다.
판매자 센터와 Google Ads 계정 연결
소매업체를 위한 실적 최대화 캠페인을 사용하려면 Google Ads 계정이 기존 판매자 센터 계정에 연결되어 있어야 합니다. 판매자 센터에 연결하면 캠페인의 애셋을 자동으로 생성할 수 있지만 도달범위와 실적이 제한됩니다.
애셋 그룹 추가
애셋 그룹을 추가하면 쇼핑 및 동적 리마케팅 채널을 사용할 수 있고, URL 확장을 설정하면 동적 검색 광고를 사용할 수 있습니다. 일반적으로 제공하는 애셋이 많을수록 시스템에서 추가 인벤토리를 타겟팅하기 위해 더 많은 광고 형식을 만들 수 있습니다.
애셋 그룹별로 다른 제품을 타겟팅하는 것이 좋습니다. 나열 그룹에는 제한이 있습니다. 애셋 그룹의 특정 제품 세트만 타겟팅하는 것이 좋습니다. 예를 들어 제품 A~L은 애셋 그룹 1에, 제품 M~Z는 애셋 그룹 2에 있어야 합니다.
잠재고객별로 애셋 메시지를 맞춤설정하려면 캠페인당 여러 애셋 그룹을 만들면 됩니다. 이렇게 하면 동일한 최종 URL에 대해 여러 애셋 그룹을 만들 수 있습니다.
실적 최대화 캠페인을 설정할 때 더 많은 최적화 팁을 참고하세요.
소매업 실적 최대화 캠페인 만들기
다른 쇼핑 캠페인과 마찬가지로
캠페인의 ShoppingSetting 필드를
설정합니다.
필수
merchant_id- 광고할 제품이 포함된 계정의 판매자 센터 ID입니다.
선택사항
feed_label판매자 센터에 정의된 대로 피드 라벨에 사용되는 문자열입니다. 이 필드는 특정 판매자 센터 피드에서 제품을 선택해야 하는 경우에 사용해야 합니다. 지정하지 않으면 캠페인은 판매자 센터에서 사용 가능한 모든 피드를 사용합니다.
이전에 지원 중단된
sales_country를 두 글자로 된 국가 코드 (XX) 형식으로 사용한 경우feed_label를 대신 사용해야 합니다. 자세한 내용은 피드 라벨 지원 도움말을 참고하세요.feed_label에 국가 코드를 제출해도 해당 국가에 광고가 자동으로 게재되지는 않습니다. 먼저 지리적 위치 타겟팅을 설정해야 합니다.campaign_priority쇼핑 캠페인의 우선순위입니다. 숫자적으로 우선순위가 높은 캠페인은 우선순위가 낮은 캠페인보다 우선합니다.
enable_local이 캠페인의 오프라인 매장에서 판매하는 제품에 대한 광고를 사용 설정하는 옵션입니다.
인벤토리가 있으면 오프라인 제품이 기본적으로 사용 설정됩니다. 등록정보 그룹을 사용하여 필터링할 수 있습니다.
language언어를 여러 개 선택하여 특정 고객 그룹에 광고를 게재할 수 있습니다.
전환 목표
다음 예와 같이 캠페인 수준 전환 목표를 업데이트하여 고객 수준 전환 목표를 재정의할 수 있습니다.
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;
}
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
}
}
};
2,399필리핀
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, $query));
// Iterates over all rows in all pages and builds the list of conversion goals.
foreach ($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;
}
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
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 operations
루비
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
end
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
});
# 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::V17::Resources::CampaignConversionGoal->new({
resourceName =>
Google::Ads::GoogleAds::V17::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::V17::Services::GoogleAdsService::MutateOperation
->new({
campaignConversionGoalOperation =>
Google::Ads::GoogleAds::V17::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;
}
쇼핑 보고서
shopping_performance_view를 사용하여 segments.product_item_id와 같은 제품 세그먼트별로 요약된 측정항목을 검색합니다.
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
asset_group_product_group_view를 사용하여 이 애셋 그룹과 연결된 등록정보 그룹의 클릭수, 전환수, 노출수 등의 측정항목을 검색합니다.
차량 광고
광고주는 차량 광고를 사용하여 판매자 센터에 차량 데이터 피드를 업로드한 다음 차량 피드가 있는 실적 최대화 캠페인을 사용하여 광고를 관리함으로써 차량 인벤토리를 홍보할 수 있습니다.
Google Ads API를 사용하여 차량 피드가 있는 실적 최대화 캠페인을 만들려면 소매 캠페인 만들기를 따르고 캠페인의 listing_type을 VEHICLES로 설정합니다.