إنشاء حملة Shopping

الخطوة الأولى في تنفيذ إعلانات Shopping هي إنشاء "حملة تسوّق". تتيح "حملات Shopping" للمستخدمين الاطّلاع على إعلانات تعرض صورة للمنتج، بما في ذلك العنوان والسعر واسم المتجر وغير ذلك. عند إنشاء "حملة Shopping"، عليك ضبط ميزانيتها واستراتيجية عروض أسعارها وإعدادات Shopping.

قبل أن تتمكّن من إنشاء "حملة Shopping"، عليك ربط حسابك على "إعلانات Google" بحسابك على Google Merchant Center. بعد ربط الحسابات، يمكنك استخدام معرّف حساب Google Merchant Center عند تحديد إعدادات التسوّق.

حملات التسوّق العادية

هذه هي الحملة المطلوبة لإنشاء إعلانات Shopping للمنتجات. تتيح لك إعلانات تسويق المنتجات تضمين صورة وعنوان وسعر واسم متجرك أو نشاطك التجاري في إعلاناتك بدون أن تحتاج إلى إنشاء إعلانات فريدة لكل منتج تبيعه.

في ما يلي خطوات إعداد "حملة Shopping عادية":

1. اضبط قيمة advertising_channel_type للحملة على SHOPPING.
2. أنشئ ShoppingSetting، واضبط الحقول، ثمّ أضِفه إلى الحملة.
3. أنشئ استراتيجية محفظة لعروض الأسعار أو اضبط استراتيجية عروض أسعار على مستوى الحملة.
4. أنشئ ميزانية حملة جديدة أو اضبط ميزانية مشتركة حالية.

بالنسبة إلى "حملات Shopping العادية"، تتيح ShoppingSetting استخدام الحقول التالية:

مطلوب

merchant_id

رقم تعريف حساب Merchant Center الذي يحتوي على المنتجات المطلوب الإعلان عنها:

campaign_priority

أولوية "حملة Shopping". تكون الحملات ذات الأولويات الترتيبية الأعلى لها الأولوية على الحملات ذات الأولويات الأقل. القيم المسموح بها تتراوح بين 0 و2، شاملةً.

اختياري

feed_label

سلسلة تستخدم لتصنيف الخلاصة كما هو محدّد في حسابك على Merchant Center. يجب استخدام هذا الحقل في حال كنت بحاجة إلى اختيار منتجات من خلاصة Merchant Center معيّنة. في حال عدم تحديدها، تستخدِم الحملة جميع الخلاصات المتوفّرة في Merchant Center.

إذا سبق لك استخدام الرمز sales_country الذي سيتم إيقافه نهائيًا بتنسيق رمز البلد المكوّن من حرفَين (XX)، يجب استخدام الرمز feed_label بدلاً منه. لمزيد من المعلومات، يُرجى الاطّلاع على مقالة الدعم المخصّصة لموضوع تصنيف الخلاصة.

يُرجى العِلم أنّ إرسال رمز بلد في feed_label لا يؤدي تلقائيًا إلى تفعيل عرض الإعلانات في ذلك البلد، بل عليك أولاً إعداد ميزة تصويب الإعلانات على أساس الموقع الجغرافي.

enable_local

خيار تفعيل الإعلانات للمنتجات التي تُباع في المتاجر المحلّية لهذه الحملة

يمكن إعداد استراتيجية عروض أسعار على النحو التالي:

استراتيجية المحفظة لعروض الأسعار

استراتيجية عروض أسعار مبرمَجة يمكن مشاركتها على مستوى الحملات والمجموعات الإعلانية والكلمات الرئيسية تم إنشاؤها باستخدام BiddingStrategyService.

استراتيجية عروض أسعار الحملة

استراتيجية عروض أسعار تمّ ضبطها مباشرةً على الحملة. ويمكن أن يشمل ذلك استراتيجيات عروض الأسعار المبرمَجة المتوافقة مع حملات Shopping.

بالنسبة إلى "حملات التسوّق العادية"، تتوفّر استراتيجيات عروض الأسعار التالية:

استراتيجيات المحفظة لعروض الأسعار

• target_spend
• target_roas

استراتيجية عروض أسعار الحملة

ملاحظة: تمإيقاف تكلفة النقرة المحسّنة لحملات Shopping نهائيًا. تعمل "حملات Shopping" التي كانت تستخدِم استراتيجية "تكلفة النقرة المحسّنة" الآن كما لو كانت تستخدِم استراتيجية عروض أسعار "تكلفة النقرة اليدوية". يؤثر ذلك في manual_cpc استراتيجية عروض الأسعار التي تم تفعيل ميزة "تكلفة النقرة المحسّنة" فيها.

• manual_cpc
• target_spend
• target_roas

إعدادات الشبكة

اعتبارًا من الأسبوع الذي يبدأ في 28 شباط (فبراير) 2022، لن تعود حملات Shopping العادية تتيح استخدام الحقل network_settings.target_content_network .

يؤدي ضبط هذا الحقل على true في "حملة Shopping عادية" في طلب تعديل إلى توليد خطأ CANNOT_TARGET_CONTENT_NETWORK.

لمزيد من التفاصيل، اطّلِع على التغييرات في إعدادات الشبكة في "حملات Shopping العادية" على "إعلانات Google".

يوضّح مثال الرمز البرمجي هذا كيفية إنشاء "حملة Shopping عادية".

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
      

حملات التسوّق الذكية

ملاحظة مهمة: يتم ترقية "حملات Shopping الذكية" إلى حملات الأداء الأفضل. لمزيد من التفاصيل، اطّلِع على مقالة ترقية "حملات Shopping الذكية" و"الحملات المحلية" إلى "حملات الأداء الأفضل".