타겟팅 설정

광고 그룹 또는 캠페인에서 타겟팅 설정을 사용하여 광고를 좁혀 특정 잠재고객 세그먼트 또는 선택한 특정 콘텐츠에만 광고를 게재할지 여부를 지정합니다.

도움말: 이 가이드에서는 타겟팅 및 관찰 설정에 중점을 둡니다. 캠페인 또는 광고 그룹의 타겟팅 기준(예: 도달하려는 사용자를 지정하는 잠재고객 타겟팅)을 설정하는 방법을 알아보려면 타겟팅 기준 가이드와 캠페인 타겟팅 기준 추가 샘플을 참고하세요.

타겟팅 설정

target_restrictions 배열로 TargetingSetting 필드를 설정하여 다양한 기준 유형이 타겟팅에 사용되는 방식을 자세히 설정할 수 있습니다. 각 TargetRestriction을 사용하면 기준 유형이 bid_only 옵션을 사용하는지 여부를 제어할 수 있습니다.

bid_only을 true로 설정하면 타겟팅 설정이 '관찰'로 설정되고 기준이 트래픽을 제한하는 데 사용되지 않지만 목록에 있는 사용자별로 다르게 입찰할 수 있습니다. bid_only을 false로 설정하면 타겟팅 설정이 '타겟팅'으로 설정되고 기준을 통해 광고 그룹 트래픽을 타겟팅 목록의 사용자로만 제한할 수 있습니다.

주요 차이점은 다음 표에 요약되어 있습니다.

설정	bid_only	도달범위에 미치는 영향	입찰 영향
타겟팅	false	선택한 기준만으로 도달범위를 좁힙니다.	기준에 특정 입찰가를 설정할 수 있음
관찰	true	도달범위를 좁히지 않습니다. 광고가 정상적으로 게재됩니다.	기준에 대한 입찰가 조정을 허용합니다.

실제 시나리오

관측 모드와 타겟팅 모드를 언제 사용해야 하는지 간단한 예를 통해 알아보세요.

관찰

검색 캠페인을 운영하고 특정 잠재고객('스포츠 팬' 등)의 전환율을 일반 대중과 비교하여 알아보고 싶지만 광고를 해당 잠재고객으로만 제한하지는 않으려는 경우 '스포츠 팬'을 bid_only = true (관찰)이 포함된 잠재고객 기준으로 추가하고 +10% 입찰가 조정을 적용할 수 있습니다. 이를 통해 해당 잠재고객의 실적 데이터를 수집하고 해당 잠재고객의 실적이 좋은 경우 해당 잠재고객에 대해 더 경쟁력 있는 입찰을 할 수 있으며, 해당 잠재고객에 속하지 않는 사용자의 트래픽은 유지할 수 있습니다.

타겟팅

이전에 웹사이트를 방문했지만 전환하지 않은 사용자에게 리마케팅하기 위해 디스플레이 캠페인을 운영하는 경우 '장바구니 이탈자' 사용자 목록에 있는 사용자에게만 이 특정 광고를 표시하려고 합니다. 이 경우 bid_only = false(타겟팅)을 사용하여 '장바구니 이탈자' 목록을 UserList 기준에 추가합니다. 이렇게 하면 광고 그룹의 예산이 의도가 높은 이 잠재고객 세그먼트에 도달하는 데만 사용됩니다.

권장사항

기본적으로 bid_only은 false로 설정됩니다. 즉, 타겟팅 설정이 '타겟팅'으로 설정됩니다. 검색 또는 쇼핑 캠페인에 잠재고객 세그먼트를 추가하는 경우 bid_only의 타겟팅 설정을 true로 변경하여 '관찰'로 설정하는 것이 좋습니다.

검색 광고용 잠재고객 세그먼트의 중복 캠페인을 설정하는 경우 bid_only의 타겟팅을 false로 유지합니다.

제한사항

targeting_setting이 상위 캠페인에 설정된 경우 AdGroup에서 targeting_setting을 추가하거나 업데이트할 수 없습니다. targeting_setting이 상위 Campaign에 설정된 경우 먼저 상위 Campaign에서 targeting_setting을 삭제해야 합니다. 마찬가지로 Campaign에 설정하려면 먼저 AdGroup에서 targeting_setting를 삭제해야 합니다.

타겟팅 설정 가져오기

타겟팅이 의도한 대로 설정되었는지 확인하려면 검색어에서 ad_group 리소스의 ad_group.targeting_setting.target_restrictions 필드를 요청하여 광고 그룹 또는 캠페인의 targeting_setting를 확인하세요.

예

이 예에서는 targeting_dimension이 AUDIENCE인 TargetRestriction 인스턴스의 경우 bid_only이 true가 되도록 광고 그룹의 targeting_setting를 업데이트합니다. 이를 통해 도달범위를 제한하지 않고도 잠재고객 세그먼트의 사용자에 대해 특정 입찰가를 설정할 수 있습니다.

먼저 제공된 ID의 광고 그룹에서 모든 ad_group.targeting_setting.target_restrictions를 가져옵니다.

자바

String searchQuery =
    "SELECT ad_group.id, ad_group.name, ad_group.targeting_setting.target_restrictions "
        + "FROM ad_group "
        + "WHERE ad_group.id = "
        + adGroupId;
UpdateAudienceTargetRestriction.java
      

C#

string query = $@"
    SELECT ad_group.id, ad_group.name, ad_group.targeting_setting.target_restrictions
    FROM ad_group
    WHERE ad_group.id = {adGroupId}";
UpdateAudienceTargetRestriction.cs
      

PHP

$query = "SELECT ad_group.id, ad_group.name, " .
    "ad_group.targeting_setting.target_restrictions " .
    "FROM ad_group " .
    "WHERE ad_group.id = $adGroupId";
UpdateAudienceTargetRestriction.php
      

Python

query: str = f"""
    SELECT
      ad_group.id,
      ad_group.name,
      ad_group.targeting_setting.target_restrictions
    FROM ad_group
    WHERE ad_group.id = {ad_group_id}"""
update_audience_target_restriction.py
      

Ruby

query = <<~QUERY
  SELECT ad_group.id, ad_group.name,
         ad_group.targeting_setting.target_restrictions
  FROM ad_group
  WHERE ad_group.id = #{ad_group_id}
QUERY
update_audience_target_restriction.rb
      

Perl

my $query =
  "SELECT ad_group.id, ad_group.name, " .
  "ad_group.targeting_setting.target_restrictions FROM ad_group " .
  "WHERE ad_group.id = $ad_group_id";
update_audience_target_restriction.pl
      

그런 다음 타겟 제한을 통해 루프를 실행하고 TargetingSetting 객체를 재구성합니다. 코드가 AUDIENCE의 targeting_dimension과 false의 bid_only 값을 갖는 TargetRestriction을 발견하면 TargetRestriction 객체의 bid_only 필드를 true('관찰')로 업데이트하고 TargetingSetting 객체에 추가합니다.

그렇지 않으면 서버에서 반환된 TargetRestriction 객체를 TargetingSetting에 추가합니다. 전체 TargetingSetting 객체를 재구성하여 Google Ads에 다시 전달해야 합니다. Google에서는 TargetingSetting에서 누락된 target_restrictions는 삭제해야 한다고 가정합니다.

자바

for (TargetRestriction targetRestriction : targetRestrictions) {
  TargetingDimension targetingDimension = targetRestriction.getTargetingDimension();
  boolean bidOnly = targetRestriction.getBidOnly();
  System.out.printf(
      "- Targeting restriction with targeting dimension '%s' and bid only set to '%b'.%n",
      targetingDimension, bidOnly);
  // Adds the target restriction to the TargetingSetting object as is if the targeting
  // dimension has a value other than AUDIENCE because those should not change.
  if (!targetingDimension.equals(TargetingDimension.AUDIENCE)) {
    targetingSettingBuilder.addTargetRestrictions(targetRestriction);
  } else if (!bidOnly) {
    shouldUpdateTargetingSetting = true;
    // Adds an AUDIENCE target restriction with bid_only set to true to the targeting
    // setting object. This has the effect of setting the AUDIENCE target restriction to
    // "Observation". For more details about the targeting setting, visit
    // https://support.google.com/google-ads/answer/7365594.
    targetingSettingBuilder.addTargetRestrictions(
        TargetRestriction.newBuilder()
            .setTargetingDimensionValue(TargetingDimension.AUDIENCE_VALUE)
            .setBidOnly(true));
  }
}
UpdateAudienceTargetRestriction.java
      

C#

foreach (TargetRestriction targetRestriction in targetRestrictions)
{
    TargetingDimension targetingDimension =
        targetRestriction.TargetingDimension;
    bool bidOnly = targetRestriction.BidOnly;

    Console.WriteLine("\tTargeting restriction with targeting dimension " +
        $"'{targetingDimension}' and bid only set to '{bidOnly}'.");

    // Add the target restriction to the TargetingSetting object as is if the
    // targeting dimension has a value other than AUDIENCE because those should
    // not change.
    if (targetingDimension != TargetingDimension.Audience)
    {
        targetingSetting.TargetRestrictions.Add(targetRestriction);
    }
    else if (!bidOnly)
    {
        shouldUpdateTargetingSetting = true;

        // Add an AUDIENCE target restriction with bid_only set to true to the
        // targeting setting object. This has the effect of setting the AUDIENCE
        // target restriction to "Observation". For more details about the
        // targeting setting, visit
        // https://support.google.com/google-ads/answer/7365594.
        targetingSetting.TargetRestrictions.Add(new TargetRestriction
        {
            TargetingDimension = TargetingDimension.Audience,
            BidOnly = true
        });
    }
}
UpdateAudienceTargetRestriction.cs
      

PHP

foreach (
    $adGroup->getTargetingSetting()->getTargetRestrictions() as $targetRestriction
) {
    // Prints the results.
    $targetingDimension = $targetRestriction->getTargetingDimension();
    $bidOnly = $targetRestriction->getBidOnly();
    printf(
        "- Targeting restriction with targeting dimension '%s' and bid only set to " .
        "'%s'.%s",
        TargetingDimension::name($targetingDimension),
        $bidOnly ? 'true' : 'false',
        PHP_EOL
    );

    // Adds the target restriction to the TargetingSetting object as is if the targeting
    // dimension has a value other than AUDIENCE because those should not change.
    if ($targetingDimension !== TargetingDimension::AUDIENCE) {
        $targetRestrictions[] = $targetRestriction;
    } elseif (!$bidOnly) {
        $shouldUpdateTargetingSetting = true;

        // Adds an AUDIENCE target restriction with bid_only set to true to the
        // targeting setting object. This has the effect of setting the AUDIENCE
        // target restriction to "Observation".
        // For more details about the targeting setting, visit
        // https://support.google.com/google-ads/answer/7365594.
        $targetRestrictions[] = new TargetRestriction([
            'targeting_dimension' => TargetingDimension::AUDIENCE,
            'bid_only' => true
        ]);
    }
}
UpdateAudienceTargetRestriction.php
      

Python

target_restriction: TargetRestriction
for target_restriction in target_restrictions:
    targeting_dimension: TargetingDimensionEnum.TargetingDimension = (
        target_restriction.targeting_dimension
    )
    bid_only: bool = target_restriction.bid_only

    print(
        "\tTargeting restriction with targeting dimension "
        f"'{targeting_dimension.name}' "
        f"and bid only set to '{bid_only}'."
    )

    # Add the target restriction to the TargetingSetting object as
    # is if the targeting dimension has a value other than audience
    # because those should not change.
    if targeting_dimension != targeting_dimension_enum.AUDIENCE:
        targeting_setting.target_restrictions.append(target_restriction)
    elif not bid_only:
        should_update_targeting_setting: bool = True

        # Add an audience target restriction with bid_only set to
        # true to the targeting setting object. This has the effect
        # of setting the audience target restriction to
        # "Observation". For more details about the targeting
        # setting, visit
        # https://support.google.com/google-ads/answer/7365594.
        new_target_restriction: TargetRestriction = (
            targeting_setting.target_restrictions.add()
        )
        new_target_restriction.targeting_dimension = (
            targeting_dimension_enum.AUDIENCE
        )
        new_target_restriction.bid_only = True
update_audience_target_restriction.py
      

Ruby

ad_group.targeting_setting.target_restrictions.each do |r|
  # Prints the results.
  targeting_dimension = r.targeting_dimension
  bid_only = r.bid_only
  puts "- Targeting restriction with targeting dimension " \
    "#{targeting_dimension} and bid only set to #{bid_only}."

  # Adds the target restriction to the TargetingSetting object as is if the
  # targeting dimension has a value other than AUDIENCE because those should
  # not change.
  if targeting_dimension != :AUDIENCE
    target_restrictions << r
  elsif !bid_only
    should_update_targeting_setting = true

    # Adds an AUDIENCE target restriction with bid_only set to true to the
    # targeting setting object. This has the effect of setting the AUDIENCE
    # target restriction to "Observation".
    # For more details about the targeting setting, visit
    # https://support.google.com/google-ads/answer/7365594.
    target_restrictions << client.resource.target_restriction do |tr|
      tr.targeting_dimension = :AUDIENCE
      tr.bid_only = true
    end
  end
end
update_audience_target_restriction.rb
      

Perl

foreach my $target_restriction (@target_restrictions) {
  my $targeting_dimension = $target_restriction->{targetingDimension};

  printf
    "\tTargeting restriction with targeting dimension '%s' and bid " .
    "only set to '%s'.\n",
    $targeting_dimension,
    $target_restriction->{bidOnly} ? "TRUE" : "FALSE";

  # Add the target restriction to the TargetingSetting object as is if the
  # targeting dimension has a value other than AUDIENCE because those
  # should not change.
  if ($targeting_dimension ne AUDIENCE) {
    $target_restriction->{bidOnly} =
      $target_restriction->{bidOnly} ? "true" : "false";
    push @{$targeting_setting->{targetRestrictions}}, $target_restriction;
  } elsif (!$target_restriction->{bidOnly}) {
    $should_update_target_setting = 1;

    # Add an AUDIENCE target restriction with bid_only set to true to the
    # targeting setting object. This has the effect of setting the
    # AUDIENCE target restriction to "Observation". For more details about
    # the targeting setting, visit
    # https://support.google.com/google-ads/answer/7365594.
    my $new_restriction =
      Google::Ads::GoogleAds::V23::Common::TargetRestriction->new({
        targetingDimension => AUDIENCE,
        bidOnly            => "true"
      });
    push @{$targeting_setting->{targetRestrictions}}, $new_restriction;
  }
}
update_audience_target_restriction.pl
      

마지막으로 코드가 업데이트가 필요한 타겟팅 제한을 발견하면 새 타겟팅 설정으로 광고 그룹을 업데이트합니다.

자바

private void updateTargetingSetting(
    GoogleAdsClient googleAdsClient,
    long customerId,
    long adGroupId,
    TargetingSetting targetingSetting) {
  // Creates the ad group service client.
  try (AdGroupServiceClient adGroupServiceClient =
      googleAdsClient.getLatestVersion().createAdGroupServiceClient()) {
    // Creates an ad group object with the proper resource name and updated targeting setting.
    AdGroup adGroup =
        AdGroup.newBuilder()
            .setResourceName(ResourceNames.adGroup(customerId, adGroupId))
            .setTargetingSetting(targetingSetting)
            .build();
    // Constructs an operation that will update the ad group, using the FieldMasks utility to
    // derive the update mask. This mask tells the Google Ads API which attributes of the
    // ad group you want to change.
    AdGroupOperation operation =
        AdGroupOperation.newBuilder()
            .setUpdate(adGroup)
            .setUpdateMask(FieldMasks.allSetFieldsOf(adGroup))
            .build();
    // Sends the operation in a mutate request.
    MutateAdGroupsResponse response =
        adGroupServiceClient.mutateAdGroups(
            Long.toString(customerId), ImmutableList.of(operation));
    // Prints the resource name of the updated object.
    System.out.printf(
        "Updated targeting setting of ad group with resource name '%s'; set the AUDIENCE "
            + "target restriction to 'Observation'.%n",
        response.getResults(0).getResourceName());
  }
}
UpdateAudienceTargetRestriction.java
      

C#

private void UpdateTargetingSetting(GoogleAdsClient client, long customerId, long
    adGroupId, TargetingSetting targetingSetting)
{
    // Get the AdGroupService client.
    AdGroupServiceClient adGroupServiceClient =
        client.GetService(Services.V23.AdGroupService);

    // Create an ad group object with the updated targeting setting.
    AdGroup adGroup = new AdGroup
    {
        ResourceName = ResourceNames.AdGroup(customerId, adGroupId),
        TargetingSetting = targetingSetting
    };

    // Construct an operation that will update the ad group, using the FieldMasks utility
    // to derive the update mask. This mask tells the Google Ads API which attributes of the
    // ad group you want to change.
    AdGroupOperation operation = new AdGroupOperation
    {
        Update = adGroup,
        UpdateMask = FieldMasks.AllSetFieldsOf(adGroup)
    };

    // Send the operation in a mutate request.
    MutateAdGroupsResponse response =
        adGroupServiceClient.MutateAdGroups(customerId.ToString(), new[] { operation });
    // Print the resource name of the updated object.
    Console.WriteLine("Updated targeting setting of ad group with resource name " +
        $"'{response.Results.First().ResourceName}'; set the AUDIENCE target restriction " +
        "to 'Observation'.");
}
UpdateAudienceTargetRestriction.cs
      

PHP

private static function updateTargetingSetting(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    int $adGroupId,
    TargetingSetting $targetingSetting
) {
    // Creates an ad group object with the proper resource name and updated targeting setting.
    $adGroup = new AdGroup([
        'resource_name' => ResourceNames::forAdGroup($customerId, $adGroupId),
        'targeting_setting' => $targetingSetting
    ]);

    // Constructs an operation that will update the ad group with the specified resource name,
    // using the FieldMasks utility to derive the update mask. This mask tells the Google Ads
    // API which attributes of the ad group you want to change.
    $adGroupOperation = new AdGroupOperation();
    $adGroupOperation->setUpdate($adGroup);
    $adGroupOperation->setUpdateMask(FieldMasks::allSetFieldsOf($adGroup));

    // Issues a mutate request to update the ad group.
    $adGroupServiceClient = $googleAdsClient->getAdGroupServiceClient();
    $response = $adGroupServiceClient->mutateAdGroups(
        MutateAdGroupsRequest::build($customerId, [$adGroupOperation])
    );

    // Prints the resource name of the updated ad group.
    printf(
        "Updated targeting setting of ad group with resource name '%s'; set the AUDIENCE " .
        "target restriction to 'Observation'.%s",
        $response->getResults()[0]->getResourceName(),
        PHP_EOL
    );
}
UpdateAudienceTargetRestriction.php
      

Python

def update_targeting_setting(
    client: GoogleAdsClient,
    customer_id: str,
    ad_group_id: str,
    targeting_setting: TargetingSetting,
) -> None:
    """Updates the given TargetingSetting of an ad group.

    Args:
        client: The Google Ads client.
        customer_id: The Google Ads customer ID.
        ad_group_id: The ad group ID for which to update the audience targeting
            restriction.
        targeting_setting: The updated targeting setting.
    """
    # Get the AdGroupService client.
    ad_group_service: AdGroupServiceClient = client.get_service(
        "AdGroupService"
    )

    # Construct an operation that will update the ad group.
    ad_group_operation: AdGroupOperation = client.get_type("AdGroupOperation")

    # Populate the ad group object with the updated targeting setting.
    ad_group: AdGroup = ad_group_operation.update
    ad_group.resource_name = ad_group_service.ad_group_path(
        customer_id, ad_group_id
    )
    ad_group.targeting_setting.target_restrictions.extend(
        targeting_setting.target_restrictions
    )
    # Use the field_mask utility to derive the update mask. This mask tells the
    # Google Ads API which attributes of the ad group you want to change.
    client.copy_from(
        ad_group_operation.update_mask,
        protobuf_helpers.field_mask(None, ad_group._pb),
    )

    # Send the operation in a mutate request and print the resource name of the
    # updated object.
    mutate_ad_groups_response: MutateAdGroupsResponse = (
        ad_group_service.mutate_ad_groups(
            customer_id=customer_id, operations=[ad_group_operation]
        )
    )
    print(
        "Updated targeting setting of ad group with resource name "
        f"'{mutate_ad_groups_response.results[0].resource_name}'; set the "
        "audience target restriction to 'Observation'."
    )
update_audience_target_restriction.py
      

Ruby

def update_targeting_setting(
  client,
  customer_id,
  ad_group_id,
  targeting_setting)
  # Constructs an operation that will update the ad group with the specified
  # resource name.
  ad_group_resource_name = client.path.ad_group(customer_id, ad_group_id)
  operation = client.operation.update_resource.ad_group(ad_group_resource_name) do |ag|
    ag.targeting_setting = targeting_setting
  end

  # Issues a mutate request to update the ad group.
  response = client.service.ad_group.mutate_ad_groups(
    customer_id: customer_id,
    operations: [operation],
  )

  # Prints the resource name of the updated ad group.
  puts "Updated targeting setting of ad group with resource name " \
    "#{response.results.first.resource_name}; set the AUDIENCE target " \
    "restriction to 'Observation'."
end
update_audience_target_restriction.rb
      

Perl

sub update_targeting_setting {
  my ($api_client, $customer_id, $ad_group_id, $targeting_setting) = @_;

  # Construct an ad group object with the updated targeting setting.
  my $ad_group = Google::Ads::GoogleAds::V23::Resources::AdGroup->new({
      resourceName =>
        Google::Ads::GoogleAds::V23::Utils::ResourceNames::ad_group(
        $customer_id, $ad_group_id
        ),
      targetingSetting => $targeting_setting
    });

  # Create an operation that will update the ad group, using the FieldMasks
  # utility to derive the update mask. This mask tells the Google Ads API which
  # attributes of the ad group you want to change.
  my $ad_group_operation =
    Google::Ads::GoogleAds::V23::Services::AdGroupService::AdGroupOperation->
    new({
      update     => $ad_group,
      updateMask => all_set_fields_of($ad_group)});

  # Send the operation in a mutate request and print the resource name of the
  # updated resource.
  my $ad_groups_response = $api_client->AdGroupService()->mutate({
      customerId => $customer_id,
      operations => [$ad_group_operation]});

  printf "Updated targeting setting of ad group with resourceName " .
    "'%s'; set the AUDIENCE target restriction to 'Observation'.\n",
    $ad_groups_response->{results}[0]{resourceName};
}
update_audience_target_restriction.pl
      

캠페인의 bid_only 필드를 설정하는 프로세스는 거의 동일합니다.

다음 단계

• 기준에 대해 자세히 알아보세요.