إنشاء حملة تسوّق

تتمثّل الخطوة الأولى في تنفيذ "إعلانات Shopping" في إنشاء "حملة Shopping". تتيح "حملات Shopping" للمستخدمين رؤية إعلانات تعرض صورة المنتج، بما في ذلك العنوان والسعر واسم المتجر والمزيد. عند إنشاء "حملة Shopping"، عليك تحديد ميزانيتها واستراتيجية عروض الأسعار وإعدادات Shopping.

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

حملات التسوّق العادية

هذه هي الحملة المطلوبة لإنشاء إعلانات Shopping للمنتجات. تسمح لك إعلانات تسوّق المنتجات بتضمين 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 advertising_channel_type في الحملة على SHOPPING.
2. أنشئ ShoppingSetting، واضبط الحقول، ثم 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"، تتوافق السمة ShoppingSetting مع الحقول التالية.

الحقول المطلوبة لـ "حملات Shopping العادية"

merchant_id

‏

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

campaign_priority

أولوية "حملة Shopping" تكون الأولوية للحملات ذات الأولوية الأعلى رقميًا مقارنةً بالحملات ذات الأولوية الأقل. تتراوح القيم المسموح بها بين 0 و2، بشكلٍ شامل.

الحقول الاختيارية في "حملات Shopping العادية"

feed_label

سلسلة

يُستخدَم لتصنيف الخلاصة كما هو محدّد في Merchant Center. يجب استخدام هذا الحقل في حال أردت اختيار منتجات من خلاصة معيّنة في Merchant Center. في حال عدم تحديدها، تستخدم الحملة جميع الخلاصات المتاحة في Merchant Center.

إذا سبق لك استخدام sales_country المتوقّفة نهائيًا في تنسيق رمز البلد المكوّن من حرفين (XX)، يجب استخدام الحقل feed_label بدلاً من ذلك. لمزيد من المعلومات، يُرجى الاطّلاع على مقالة الدعم حول تصنيف الخلاصات.

يُرجى العِلم أنّ إرسال رمز بلد في feed_label لا يؤدي تلقائيًا إلى السماح بعرض الإعلانات في ذلك البلد، بل عليك أولاً إعداد استهداف الموقع الجغرافي.

enable_local

‏

خيار لتفعيل الإعلانات للمنتجات التي تُباع في المتاجر المحلّية لهذه الحملة

يمكن إعداد استراتيجية عروض الأسعار كاستراتيجية محفظة أو استراتيجية عروض أسعار على مستوى الحملة.

• استراتيجية المحفظة لعروض الأسعار: استراتيجية عروض أسعار مبرمَجة يمكن مشاركتها بين الحملات والمجموعات الإعلانية والكلمات الرئيسية. تم إنشاؤها باستخدام BiddingStrategyService.

  تتوفّر استراتيجيات المحفظة لعروض الأسعار التالية:

  • target_spend
  • target_roas

• استراتيجية عروض الأسعار على مستوى الحملة: هي استراتيجية عروض أسعار يتم ضبطها مباشرةً على الحملة. ويمكن أن يشمل ذلك استراتيجيات عروض الأسعار المبرمَجة المتوافقة مع "حملات Shopping".

  تتوفّر استراتيجيات عروض الأسعار التالية على مستوى الحملة:

  • manual_cpc
  • target_spend
  • target_roas

إعدادات الشبكة

لا تتيح "حملات Shopping العادية" استخدام الحقل network_settings.target_content_network.

يؤدي ضبط هذا الحقل على true في "حملة Shopping عادية" ضمن طلب تغيير إلى ظهور الخطأ CANNOT_TARGET_CONTENT_NETWORK.

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

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

جافا

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)
          // Declares whether this campaign serves political ads targeting the EU.
          .setContainsEuPoliticalAdvertising(DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING)
          .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.V23.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,

        // Declare whether or not this campaign contains political ads targeting the EU.
        ContainsEuPoliticalAdvertising = EuPoliticalAdvertisingStatus.DoesNotContainEuPoliticalAdvertising,
    };

    // 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,
        // Declare whether or not this campaign serves political ads targeting the EU.
        'contains_eu_political_advertising' =>
            EuPoliticalAdvertisingStatus::DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    ]);

    // 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: GoogleAdsClient,
    customer_id: str,
    budget_resource_name: str,
    merchant_center_account_id: int,
) -> str:
    """Creates a new standard shopping campaign in the specified client account."""
    campaign_service: CampaignServiceClient = client.get_service(
        "CampaignService"
    )

    # Create standard shopping campaign.
    campaign_operation: CampaignOperation = client.get_type("CampaignOperation")
    campaign: 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

    # Declare whether or not this campaign serves political ads targeting the
    # EU. Valid values are:
    #   CONTAINS_EU_POLITICAL_ADVERTISING
    #   DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    campaign.contains_eu_political_advertising = (
        client.enums.EuPoliticalAdvertisingStatusEnum.DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    )

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

    campaign_resource_name: str = 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

    # Declare whether or not this campaign serves political ads targeting the EU.
    # Valid values are CONTAINS_EU_POLITICAL_ADVERTISING and
    # DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING.
    c.contains_eu_political_advertising = :DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
  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::V23::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::V23::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::V23::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::V23::Common::ManualCpc->new(),
      # Set the budget.
      campaignBudget => $budget_resource_name,
      # Declare whether or not this campaign serves political ads targeting the EU.
      # Valid values are CONTAINS_EU_POLITICAL_ADVERTISING and
      # DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING.
      containsEuPoliticalAdvertising =>
        DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    });

  # Create a campaign operation.
  my $campaign_operation =
    Google::Ads::GoogleAds::V23::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 بيانات المقارنة

تتوفّر حملات الإعلانات المقارنة لخدمات مقارنة الأسعار (CSS) المشارِكة في برنامج CSS في البلدان التي يتوفّر فيها برنامج CSS. تتيح هذه الحملات لخدمات CSS الإعلان عن مجموعة من المنتجات من مواقعها الإلكترونية.

تتضمّن "حملات بيانات المقارنة" المتطلبات التالية:

• يجب ربط حساب "إعلانات Google" بحساب رئيسي متعدّد العملاء لخدمة CSS في Merchant Center. إذا كان الحساب غير مؤهَّل لاستخدام "حملات مقارنة المنتجات"، قد تتلقّى رسالة الخطأ MERCHANT_NOT_ALLOWED_FOR_COMPARISON_LISTING_ADS.
• يجب أن يكون advertising_channel_type الخاص بالحملة SHOPPING.
  • يجب أن يكون advertising_channel_sub_type الحملة SHOPPING_COMPARISON_LISTING_ADS.
  • يتطلّب shopping_setting في الحملة ضبط merchant_id على رقم تعريف حساب خدمة CSS على Merchant Center.
  • لا تتوفّر سوى استراتيجية عروض الأسعار manual_cpc.
• يجب ضبط type في المجموعات الإعلانية على SHOPPING_COMPARISON_LISTING_ADS.
  • لعرض الإعلانات، يجب أن تتضمّن كل مجموعة إعلانية شجرة تقسيم المنتجات تحتوي على listing group واحد على الأقل. أبسط بنية شجرية هي عقدة جذرية واحدة تتضمّن جميع المنتجات في المجموعة الإعلانية. لمزيد من التفاصيل، يُرجى الاطّلاع على دليل مجموعات بطاقات بيانات المتجر.