Shopping-Kampagne erstellen

Der erste Schritt bei der Implementierung von Shopping-Anzeigen besteht darin, eine Shopping-Kampagne zu erstellen. Bei Shopping-Kampagnen sehen Nutzer Anzeigen mit einem Bild des Produkts, einschließlich Titel, Preis und Name des Geschäfts. Beim Erstellen einer Shopping-Kampagne müssen Sie das Budget, die Gebotsstrategie und die Shopping-Einstellungen festlegen.

Bevor Sie eine Shopping-Kampagne erstellen können, müssen Sie Ihr Google Ads-Konto mit Ihrem Google Merchant Center-Konto verknüpfen. Nachdem Sie Konten verknüpft haben, können Sie die Google Merchant Center-Konto-ID verwenden, wenn Sie die Shopping-Einstellungen festlegen.

Standard-Shopping-Kampagnen

Diese Kampagne ist erforderlich, um Produkt-Shopping-Anzeigen zu erstellen. In Produkt-Shopping-Anzeigen können Sie ein Bild, einen Titel, einen Preis und den Namen Ihres Geschäfts oder Unternehmens einfügen. Dabei brauchen Sie nicht für jedes angebotene Produkt eine eigene Anzeige zu erstellen.

So richten Sie eine Standard-Shopping-Kampagne ein:

1. Legen Sie für die Kampagne den Wert advertising_channel_type auf SHOPPING fest.
2. Erstellen Sie eine ShoppingSetting, legen Sie die Felder fest und fügen Sie sie der Kampagne hinzu.
3. Erstellen Sie eine Portfolio-Gebotsstrategie oder legen Sie eine Gebotsstrategie auf Kampagnenebene fest.
4. Erstellen Sie ein neues Kampagnenbudget oder legen Sie ein vorhandenes gemeinsames Budget fest.

Für Standard-Shopping-Kampagnen werden in ShoppingSetting die folgenden Felder unterstützt:

Erforderlich

merchant_id

Die Merchant Center-ID des Kontos, das die zu bewerbenden Produkte enthält.

campaign_priority

Die Priorität der Shopping-Kampagne. Kampagnen mit einer höheren Priorität haben Vorrang vor Kampagnen mit einer niedrigeren Priorität. Zulässige Werte sind 0 und 2 (einschließlich).

Optional

feed_label

Ein String, der für das Feedlabel verwendet wird, wie im Merchant Center definiert. Dieses Feld sollte verwendet werden, wenn Sie Produkte aus einem bestimmten Merchant Center-Feed auswählen müssen. Wenn Sie keinen Feed angeben, werden für die Kampagne alle verfügbaren Feeds im Merchant Center verwendet.

Wenn Sie zuvor die eingestellte sales_country im Format des zweistelligen Ländercodes (XX) verwendet haben, sollten Sie stattdessen die feed_label verwenden. Weitere Informationen finden Sie im Hilfeartikel zum Feedlabel.

Wenn Sie in einer feed_label einen Ländercode angeben, werden Anzeigen nicht automatisch in diesem Land ausgeliefert. Sie müssen zuerst das geografische Targeting einrichten.

enable_local

Mit dieser Option können Sie für diese Kampagne Anzeigen für Produkte aktivieren, die in Geschäften vor Ort verkauft werden.

Eine Gebotsstrategie kann so eingerichtet werden:

Portfolio-Gebotsstrategie

Eine automatisierte Gebotsstrategie, die für Kampagnen, Anzeigengruppen und Keywords verwendet werden kann. Erstellt mit BiddingStrategyService.

Kampagnengebotsstrategie

Eine Gebotsstrategie, die direkt auf die Kampagne angewendet wird. Dazu gehören auch automatische Gebotsstrategien, die mit Shopping-Kampagnen kompatibel sind.

Für Standard-Shopping-Kampagnen werden die folgenden Gebotsstrategien unterstützt:

Portfolio-Gebotsstrategie

• target_spend
• target_roas

Kampagnengebotsstrategie

Hinweis :Der auto-optimierte CPC für Shopping-Kampagnen wird eingestellt. Shopping-Kampagnen mit auto-optimiertem CPC verhalten sich jetzt so, als würden manuelle CPC-Gebote (Cost-per-Click) verwendet. Das gilt für manual_cpc, für die die Gebotsstrategie „Auto-optimierter CPC“ aktiviert ist.

• manual_cpc
• target_spend
• target_roas

Netzwerkeinstellungen

Ab der Woche vom 28. Februar 2022 wird das Feld network_settings.target_content_network in Standard-Shopping-Kampagnen nicht mehr unterstützt.

Wenn Sie dieses Feld in einer Mutationsanfrage für eine Standard-Shopping-Kampagne auf true festlegen, wird der Fehler CANNOT_TARGET_CONTENT_NETWORK ausgegeben.

Weitere Informationen finden Sie unter Änderungen an den Netzwerkeinstellungen für Standard-Shopping-Kampagnen in Google Ads.

In diesem Codebeispiel wird gezeigt, wie Sie eine Standard-Shopping-Kampagne erstellen.

Java

private String addStandardShoppingCampaign(
    GoogleAdsClient googleAdsClient,
    long customerId,
    String budgetResourceName,
    long merchantCenterAccountId) {

  // Configures the shopping settings.
  ShoppingSetting shoppingSetting =
      ShoppingSetting.newBuilder()
          // Sets the priority of the campaign. Higher numbers take priority over lower numbers.
          // For Shopping product ad campaigns, allowed values are between 0 and 2, inclusive.
          .setCampaignPriority(0)
          .setMerchantId(merchantCenterAccountId)
          // Enables local inventory ads for this campaign.
          .setEnableLocal(true)
          .build();

  // Create the standard shopping campaign.
  Campaign campaign =
      Campaign.newBuilder()
          .setName("Interplanetary Cruise #" + getPrintableDateTime())
          // Configures settings related to shopping campaigns including advertising channel type
          // and shopping setting.
          .setAdvertisingChannelType(AdvertisingChannelType.SHOPPING)
          .setShoppingSetting(shoppingSetting)
          // Recommendation: Sets the campaign to PAUSED when creating it to prevent
          // the ads from immediately serving. Set to ENABLED once you've added
          // targeting and the ads are ready to serve.
          .setStatus(CampaignStatus.PAUSED)
          // Sets the bidding strategy to Manual CPC (with eCPC disabled). eCPC for standard
          // Shopping campaigns is deprecated. If eCPC is set to true, Google Ads ignores the
          // setting and behaves as if the setting was false. See this blog post for more
          // information:
          // https://ads-developers.googleblog.com/2023/09/google-ads-shopping-campaign-enhanced.html
          // Recommendation: Use one of the automated bidding strategies for Shopping campaigns
          // to help you optimize your advertising spend. More information can be found here:
          // https://support.google.com/google-ads/answer/6309029.
          .setManualCpc(ManualCpc.newBuilder().setEnhancedCpcEnabled(false).build())
          // Sets the budget.
          .setCampaignBudget(budgetResourceName)
          .build();

  // Creates a campaign operation.
  CampaignOperation operation = CampaignOperation.newBuilder().setCreate(campaign).build();

  // Issues a mutate request to add the campaign.
  try (CampaignServiceClient campaignServiceClient =
      googleAdsClient.getLatestVersion().createCampaignServiceClient()) {
    MutateCampaignsResponse response =
        campaignServiceClient.mutateCampaigns(
            Long.toString(customerId), Collections.singletonList(operation));
    MutateCampaignResult result = response.getResults(0);
    System.out.printf(
        "Added a standard shopping campaign with resource name: '%s'%n",
        result.getResourceName());
    return result.getResourceName();
  }
}
AddShoppingProductAd.java
      

C#

private string AddStandardShoppingCampaign(GoogleAdsClient client, long customerId,
    string budgetResourceName, long merchantCenterAccountId)
{
    // Get the CampaignService.
    CampaignServiceClient campaignService =
        client.GetService(Services.V19.CampaignService);

    // Configures the shopping settings.
    ShoppingSetting shoppingSetting = new ShoppingSetting()
    {
        // Sets the priority of the campaign. Higher numbers take priority over lower
        // numbers. For Shopping Product Ad campaigns, allowed values are between 0 and 2,
        // inclusive.
        CampaignPriority = 0,

        MerchantId = merchantCenterAccountId,

        // Enables local inventory ads for this campaign.
        EnableLocal = true
    };

    // Create the standard shopping campaign.
    Campaign campaign = new Campaign()
    {
        Name = "Interplanetary Cruise #" + ExampleUtilities.GetRandomString(),

        // Configures settings related to shopping campaigns including advertising channel
        // type and shopping setting.
        AdvertisingChannelType = AdvertisingChannelType.Shopping,

        ShoppingSetting = shoppingSetting,

        // Recommendation: Set the campaign to PAUSED when creating it to prevent
        // the ads from immediately serving. Set to ENABLED once you've added
        // targeting and the ads are ready to serve
        Status = CampaignStatus.Paused,

        // Sets the bidding strategy to Manual CPC.
        // Recommendation: Use one of the automated bidding strategies for Shopping
        // campaigns to help you optimize your advertising spend. More information can be
        // found here: https://support.google.com/google-ads/answer/6309029
        ManualCpc = new ManualCpc(),

        // Sets the budget.
        CampaignBudget = budgetResourceName
    };

    // Creates a campaign operation.
    CampaignOperation operation = new CampaignOperation()
    {
        Create = campaign
    };

    // Issues a mutate request to add the campaign.
    MutateCampaignsResponse response =
        campaignService.MutateCampaigns(customerId.ToString(),
            new CampaignOperation[] { operation });
    MutateCampaignResult result = response.Results[0];
    Console.WriteLine("Added a standard shopping campaign with resource name: '{0}'.",
        result.ResourceName);
    return result.ResourceName;
}
AddShoppingProductAd.cs
      

PHP

private static function addStandardShoppingCampaign(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    string $budgetResourceName,
    int $merchantCenterAccountId
) {
    // Creates a standard shopping campaign.
    $campaign = new Campaign([
        'name' => 'Interplanetary Cruise Campaign #' . Helper::getPrintableDatetime(),
        // Configures settings related to shopping campaigns including advertising channel type
        // and shopping setting.
        'advertising_channel_type' => AdvertisingChannelType::SHOPPING,
        // Configures the shopping settings.
        'shopping_setting' => new ShoppingSetting([
            // Sets the priority of the campaign. Higher numbers take priority over lower
            // numbers. For Shopping product ad campaigns, allowed values are between 0 and 2,
            // inclusive.
            'campaign_priority' => 0,
            'merchant_id' => $merchantCenterAccountId,
            // Enables local inventory ads for this campaign
            'enable_local' => true
        ]),
        // Recommendation: Set the campaign to PAUSED when creating it to prevent
        // the ads from immediately serving. Set to ENABLED once you've added
        // targeting and the ads are ready to serve.
        'status' => CampaignStatus::PAUSED,
        // Sets the bidding strategy to Manual CPC (with eCPC disabled). eCPC for standard
        // Shopping campaigns is deprecated. If eCPC is set to true, Google Ads ignores the
        // setting and behaves as if the setting was false. See this blog post for more
        // information:
        // https://ads-developers.googleblog.com/2023/09/google-ads-shopping-campaign-enhanced.html
        // Recommendation: Use one of the automated bidding strategies for Shopping campaigns
        // to help you optimize your advertising spend. More information can be found here:
        // https://support.google.com/google-ads/answer/6309029.
        'manual_cpc' => new ManualCpc(['enhanced_cpc_enabled' => false]),
        // Sets the budget.
        'campaign_budget' => $budgetResourceName
    ]);

    // Creates a campaign operation.
    $campaignOperation = new CampaignOperation();
    $campaignOperation->setCreate($campaign);

    // Issues a mutate request to add campaigns.
    $campaignServiceClient = $googleAdsClient->getCampaignServiceClient();
    $response = $campaignServiceClient->mutateCampaigns(
        MutateCampaignsRequest::build($customerId, [$campaignOperation])
    );

    /** @var Campaign $addedCampaign */
    $addedCampaign = $response->getResults()[0];
    printf(
        "Added a standard shopping campaign with resource name '%s'.%s",
        $addedCampaign->getResourceName(),
        PHP_EOL
    );

    return $addedCampaign->getResourceName();
}
AddShoppingProductAd.php
      

Python

def add_standard_shopping_campaign(
    client, customer_id, budget_resource_name, merchant_center_account_id
):
    """Creates a new standard shopping campaign in the specified client account."""
    campaign_service = client.get_service("CampaignService")

    # Create standard shopping campaign.
    campaign_operation = client.get_type("CampaignOperation")
    campaign = campaign_operation.create
    campaign.name = f"Interplanetary Cruise Campaign {uuid.uuid4()}"

    # Configures settings related to shopping campaigns including advertising
    # channel type and shopping setting.
    campaign.advertising_channel_type = (
        client.enums.AdvertisingChannelTypeEnum.SHOPPING
    )
    campaign.shopping_setting.merchant_id = merchant_center_account_id

    # Sets the priority of the campaign. Higher numbers take priority over lower
    # numbers. For standard shopping campaigns, allowed values are between 0 and
    # 2, inclusive.
    campaign.shopping_setting.campaign_priority = 0

    # Enables local inventory ads for this campaign.
    campaign.shopping_setting.enable_local = True

    # Recommendation: Set the campaign to PAUSED when creating it to prevent the
    # ads from immediately serving. Set to ENABLED once you've added targeting
    # and the ads are ready to serve.
    campaign.status = client.enums.CampaignStatusEnum.PAUSED

    # Sets the bidding strategy to Manual CPC (with eCPC disabled). eCPC for
    # standard Shopping campaigns is deprecated. If eCPC is set to true, Google
    # Ads ignores the setting and behaves as if the setting was false. See this
    # blog post for more information:
    # https://ads-developers.googleblog.com/2023/09/google-ads-shopping-campaign-enhanced.html
    # Recommendation: Use one of the automated bidding strategies for Shopping
    # campaigns to help you optimize your advertising spend. More information
    # can be found here: https://support.google.com/google-ads/answer/6309029
    campaign.manual_cpc.enhanced_cpc_enabled = False

    # Sets the budget.
    campaign.campaign_budget = budget_resource_name

    # Add the campaign.
    campaign_response = campaign_service.mutate_campaigns(
        customer_id=customer_id, operations=[campaign_operation]
    )

    campaign_resource_name = campaign_response.results[0].resource_name

    print(
        "Added a standard shopping campaign with resource name "
        f"'{campaign_resource_name}'."
    )

    return campaign_resource_name
add_shopping_product_ad.py
      

Ruby

def add_standard_shopping_campaign(
    client, customer_id, budget_name, merchant_center_id)

  operation = client.operation.create_resource.campaign do |campaign|
    campaign.name = "Interplanetary Cruise Campaign ##{(Time.new.to_f * 1000).to_i}"

    # Shopping campaign specific settings
    campaign.advertising_channel_type = :SHOPPING

    campaign.shopping_setting = client.resource.shopping_setting do |shopping_setting|
      shopping_setting.merchant_id = merchant_center_id
      shopping_setting.campaign_priority = 0
      shopping_setting.enable_local = true
    end

    campaign.status = :PAUSED

    # Sets the bidding strategy to Manual CPC.
    campaign.manual_cpc = client.resource.manual_cpc

    campaign.campaign_budget = budget_name
  end

  service = client.service.campaign
  response = service.mutate_campaigns(
    customer_id: customer_id,
    operations: [operation],
  )

  campaign_name = response.results.first.resource_name

  puts "Added a standard shopping campaign with resource name #{campaign_name}."

  campaign_name
end
add_shopping_product_ad.rb
      

Perl

sub add_standard_shopping_campaign {
  my ($api_client, $customer_id, $budget_resource_name,
    $merchant_center_account_id)
    = @_;

  # Create a standard shopping campaign.
  my $campaign = Google::Ads::GoogleAds::V19::Resources::Campaign->new({
      name => "Interplanetary Cruise Campaign #" . uniqid(),
      # Configure settings related to shopping campaigns including advertising
      # channel type and shopping setting.
      advertisingChannelType => SHOPPING,
      shoppingSetting        =>
        Google::Ads::GoogleAds::V19::Resources::ShoppingSetting->new({
          merchantId => $merchant_center_account_id,
          # Set the priority of the campaign. Higher numbers take priority over
          # lower numbers. For standard shopping campaigns, allowed values are
          # between 0 and 2, inclusive.
          campaignPriority => 0,
          # Enable local inventory ads for this campaign.
          enableLocal => "true"
        }
        ),
      # Recommendation: Set the campaign to PAUSED when creating it to prevent
      # the ads from immediately serving. Set to ENABLED once you've added
      # targeting and the ads are ready to serve.
      status => Google::Ads::GoogleAds::V19::Enums::CampaignStatusEnum::PAUSED,
      # Set the bidding strategy to Manual CPC.
      # Recommendation: Use one of the automated bidding strategies for shopping
      # campaigns to help you optimize your advertising spend. More information
      # can be found here: https://support.google.com/google-ads/answer/6309029.
      manualCpc => Google::Ads::GoogleAds::V19::Common::ManualCpc->new(),
      # Set the budget.
      campaignBudget => $budget_resource_name
    });

  # Create a campaign operation.
  my $campaign_operation =
    Google::Ads::GoogleAds::V19::Services::CampaignService::CampaignOperation->
    new({create => $campaign});

  # Add the campaign.
  my $campaign_resource_name = $api_client->CampaignService()->mutate({
      customerId => $customer_id,
      operations => [$campaign_operation]})->{results}[0]{resourceName};

  printf "Added a standard shopping campaign with resource name: '%s'.\n",
    $campaign_resource_name;

  return $campaign_resource_name;
}
add_shopping_product_ad.pl
      

Smarte Shopping-Kampagnen

Wichtig :Smarte Shopping-Kampagnen werden auf Performance Max-Kampagnen umgestellt. Weitere Informationen finden Sie unter Umstellung von smarten Shopping- und lokalen Kampagnen auf Performance Max-Kampagnen.