制作购物广告系列

实施购物广告的第一步是制作购物广告系列。 通过购物广告系列，用户可以查看各种展示产品图片的广告，包括名称、价格、商店名称等。在制作购物广告系列时，您需要为其设置预算、出价策略和购物设置。

在制作购物广告系列前，您必须先将 Google Ads 账号与 Google Merchant Center 账号相关联。关联账号后，您可以在指定购物设置时使用 Google Merchant Center 账号 ID。

标准购物广告系列

这是制作产品购物广告所需使用的广告系列。通过产品购物广告，您可以在广告中加入图片、名称、价格以及商店或商家名称，而无需为销售的每件产品单独制作一个广告。

以下是设置标准购物广告系列的步骤：

  1. 将广告系列的 advertising_channel_type 设置为 SHOPPING。
  2. 创建 ShoppingSetting，设置相关字段，然后将其添加到广告系列中。
  3. 创建组合出价策略或设置广告系列一级的出价策略。
  4. 创建新的广告系列预算或设置现有的共享预算。

对于标准购物广告系列，ShoppingSetting 支持以下字段：

必需

merchant_id
包含待宣传产品的账号的 Merchant Center ID。
campaign_priority
购物广告系列的优先级。数值越高，相应广告系列的优先级就越高，反之越低。允许的值在 0 到 2 之间（包括 0 和 2）。

可选

feed_label

用于 Feed 标签的字符串，如 Merchant Center 中所定义。如果您需要从特定的 Merchant Center Feed 中选择商品，则应使用此字段。如果未指定，则广告系列将使用 Merchant Center 中的所有可用 Feed。

如果您之前使用的是已废弃的 sales_country（采用两字母国家/地区代码 [XX] 格式），则应改用 feed_label。如需了解详情，请参阅Feed 标签支持文章。

请注意，在 feed_label 中提交国家/地区代码不会自动启用在该国家/地区投放广告的功能；您必须先设置地理位置定位条件。

enable_local

此广告系列的“为本地店铺所售产品启用广告”选项。

出价策略可以设置为：

组合出价策略
一种可在广告系列、广告组和关键字之间共享的自动出价策略。使用 BiddingStrategyService 创建。
广告系列级出价策略
直接在广告系列上设置的出价策略。这可能包括与购物广告系列兼容的自动出价策略。

标准购物广告系列支持以下出价策略：

组合出价策略

广告系列级出价策略

网络设置

自 2022 年 2 月 28 日当周起，标准购物广告系列不再支持 network_settings.target_content_network 字段。

在更改请求中将标准购物广告系列的此字段设为 true 会生成 CANNOT_TARGET_CONTENT_NETWORK 错误。

如需了解详情，请参阅 Google Ads 标准购物广告系列的广告网络设置变更。

此代码示例演示了如何制作标准购物广告系列。

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
          // 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.getDefaultInstance())
          // 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.
        // 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(),
        // 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.
    # 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 = client.get_type("ManualCpc")

    # 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

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