Objectifs de conversion au niveau de la campagne

Dans Performance Max, guide d'utilisation des objectifs de conversion les algorithmes de Google pour optimiser la diffusion des annonces et la répartition du budget avec la stratégie d'enchères de la campagne sélectionnée. Vous pouvez appliquer explicitement un sous-ensemble de objectifs clients à une campagne Performance Max campagne. Si vous ne définissez pas explicitement d'objectifs de conversion pour une campagne, utilise par défaut tous les objectifs de conversion au niveau du client.

Suivez ces étapes pour configurer objectifs de conversion de la campagne pour une Campagne Performance Max:

Conseil :Découvrez comment appliquer des objectifs de conversion personnalisés à votre campagne à l'aide du guide interactif pour les campagnes Performance Max.

1. Tout récupérer CustomerConversionGoals

   SELECT
     customer_conversion_goal.category,
     customer_conversion_goal.origin
   FROM customer_conversion_goal
   

2. Créez une copie de chaque CustomerConversionGoal en tant que objet CampaignConversionGoal. Si vous souhaitez appliquer un objectif à votre campagne Performance Max, la combinaison unique category et origin, définissez le biddable sur TRUE. Sinon, définissez biddable sur FALSE. Le champ biddable indique si vous devez utiliser CampaignConversionGoal.

3. Envoyez une demande mutate pour mettre à jour tous les CampaignConversionGoals avec le valeurs du champ biddable mises à jour.

   Java

   /** Retrieves the list of customer conversion goals. */
   private static List<CustomerConversionGoal> getCustomerConversionGoals(
       GoogleAdsClient googleAdsClient, long customerId) {
     String query =
         "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
             + "FROM customer_conversion_goal";
   
     List<CustomerConversionGoal> customerConversionGoals = new ArrayList<>();
     try (GoogleAdsServiceClient googleAdsServiceClient =
         googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
       // The number of conversion goals is typically less than 50, so we use
       // GoogleAdsService.search instead of search_stream.
       SearchPagedResponse response =
           googleAdsServiceClient.search(Long.toString(customerId), query);
       for (GoogleAdsRow googleAdsRow : response.iterateAll()) {
         customerConversionGoals.add(googleAdsRow.getCustomerConversionGoal());
       }
     }
   
     return customerConversionGoals;
   }
   
   /** Creates a list of MutateOperations that override customer conversion goals. */
   private static List<MutateOperation> createConversionGoalOperations(
       long customerId, List<CustomerConversionGoal> customerConversionGoals) {
     List<MutateOperation> mutateOperations = new ArrayList<>();
     // To override the customer conversion goals, we will change the
     // biddability of each of the customer conversion goals so that only
     // the desired conversion goal is biddable in this campaign.
     for (CustomerConversionGoal customerConversionGoal : customerConversionGoals) {
       ConversionActionCategory category = customerConversionGoal.getCategory();
       ConversionOrigin origin = customerConversionGoal.getOrigin();
       String campaignConversionGoalResourceName =
           ResourceNames.campaignConversionGoal(
               customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, category, origin);
       CampaignConversionGoal.Builder campaignConversionGoalBuilder =
           CampaignConversionGoal.newBuilder().setResourceName(campaignConversionGoalResourceName);
       // Change the biddability for the campaign conversion goal.
       // Set biddability to True for the desired (category, origin).
       // Set biddability to False for all other conversion goals.
       // Note:
       //  1- It is assumed that this Conversion Action
       //     (category=PURCHASE, origin=WEBSITE) exists in this account.
       //  2- More than one goal can be biddable if desired. This example
       //     shows only one.
       if (category == ConversionActionCategory.PURCHASE && origin == ConversionOrigin.WEBSITE) {
         campaignConversionGoalBuilder.setBiddable(true);
       } else {
         campaignConversionGoalBuilder.setBiddable(false);
       }
       CampaignConversionGoal campaignConversionGoal = campaignConversionGoalBuilder.build();
       CampaignConversionGoalOperation campaignConversionGoalOperation =
           CampaignConversionGoalOperation.newBuilder()
               .setUpdate(campaignConversionGoal)
               .setUpdateMask(FieldMasks.allSetFieldsOf(campaignConversionGoal))
               .build();
       mutateOperations.add(
           MutateOperation.newBuilder()
               .setCampaignConversionGoalOperation(campaignConversionGoalOperation)
               .build());
     }
     return mutateOperations;
   }
   AddPerformanceMaxRetailCampaign.java
         

   C#

   /// <summary>
   /// Creates a MutateOperation that links an asset to an asset group.
   /// </summary>
   /// <param name="fieldType">The field type of the asset to be linked.</param>
   /// <param name="assetGroupResourceName">The resource name of the asset group
   /// to link the asset to.</param>
   /// <param name="assetResourceName">The resource name of the text asset to be
   /// linked.</param>
   /// <returns>A MutateOperation that links an asset to an asset group.</returns>
   private MutateOperation CreateLinkAssetOperation(
       AssetFieldType fieldType,
       string assetGroupResourceName,
       string assetResourceName) => new MutateOperation()
       {
           AssetGroupAssetOperation = new AssetGroupAssetOperation()
           {
               Create = new AssetGroupAsset()
               {
                   FieldType = fieldType,
                   AssetGroup = assetGroupResourceName,
                   Asset = assetResourceName
               }
           }
       };
   AddPerformanceMaxRetailCampaign.cs
         

   PHP

   private static function getCustomerConversionGoals(
       GoogleAdsClient $googleAdsClient,
       int $customerId
   ): array {
       $customerConversionGoals = [];
       $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();
       // Creates a query that retrieves all customer conversion goals.
       $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' .
           'FROM customer_conversion_goal';
       // The number of conversion goals is typically less than 50 so we use a search request
       // instead of search stream.
       $response =
           $googleAdsServiceClient->search(SearchGoogleAdsRequest::build($customerId, $query));
   
       // Iterates over all rows in all pages and builds the list of conversion goals.
       foreach ($response->iterateAllElements() as $googleAdsRow) {
           /** @var GoogleAdsRow $googleAdsRow */
           $customerConversionGoals[] = [
               'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(),
               'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin()
           ];
       }
   
       return $customerConversionGoals;
   }
   
   /**
    * Creates a list of MutateOperations that override customer conversion goals.
    *
    * @param int $customerId the customer ID
    * @param array $customerConversionGoals the list of customer conversion goals that will be
    *      overridden
    * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals
    */
   private static function createConversionGoalOperations(
       int $customerId,
       array $customerConversionGoals
   ): array {
       $operations = [];
   
       // To override the customer conversion goals, we will change the biddability of each of the
       // customer conversion goals so that only the desired conversion goal is biddable in this
       // campaign.
       foreach ($customerConversionGoals as $customerConversionGoal) {
           $campaignConversionGoal = new CampaignConversionGoal([
               'resource_name' => ResourceNames::forCampaignConversionGoal(
                   $customerId,
                   self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                   ConversionActionCategory::name($customerConversionGoal['category']),
                   ConversionOrigin::name($customerConversionGoal['origin'])
               )
           ]);
           // Changes the biddability for the campaign conversion goal.
           // Sets biddability to true for the desired (category, origin).
           // Sets biddability to false for all other conversion goals.
           // Note:
           //  1- It is assumed that this Conversion Action
           //     (category=PURCHASE, origin=WEBSITE) exists in this account.
           //  2- More than one goal can be biddable if desired. This example
           //     shows only one.
           if (
               $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE
               && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE
           ) {
               $campaignConversionGoal->setBiddable(true);
           } else {
               $campaignConversionGoal->setBiddable(false);
           }
   
           $operations[] = new MutateOperation([
               'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation([
                   'update' => $campaignConversionGoal,
                   // Sets the update mask on the operation. Here the update mask will be a list
                   // of all the fields that were set on the update object.
                   'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal)
               ])
           ]);
       }
   
       return $operations;
   }
   AddPerformanceMaxRetailCampaign.php
         

   Python

   def get_customer_conversion_goals(client, customer_id):
       """Retrieves the list of customer conversion goals.
   
       Args:
           client: an initialized GoogleAdsClient instance.
           customer_id: a client customer ID.
   
       Returns:
           a list of dicts containing the category and origin of customer
           conversion goals.
       """
       ga_service = client.get_service("GoogleAdsService")
       customer_conversion_goals = []
       query = """
               SELECT
                 customer_conversion_goal.category,
                 customer_conversion_goal.origin
               FROM customer_conversion_goal
               """
       # The number of conversion goals is typically less than 50 so we use
       # GoogleAdsService.search instead of search_stream.
       search_request = client.get_type("SearchGoogleAdsRequest")
       search_request.customer_id = customer_id
       search_request.query = query
       results = ga_service.search(request=search_request)
   
       # Iterate over the results and build the list of conversion goals.
       for row in results:
           customer_conversion_goals.append(
               {
                   "category": row.customer_conversion_goal.category,
                   "origin": row.customer_conversion_goal.origin,
               }
           )
       return customer_conversion_goals
   
   
   def create_conversion_goal_operations(
       client,
       customer_id,
       customer_conversion_goals,
   ):
       """Creates a list of MutateOperations that override customer conversion goals.
   
       Args:
           client: an initialized GoogleAdsClient instance.
           customer_id: a client customer ID.
           customer_conversion_goals: the list of customer conversion goals that
             will be overridden.
   
       Returns:
           MutateOperations that update campaign conversion goals.
       """
       campaign_conversion_goal_service = client.get_service(
           "CampaignConversionGoalService"
       )
       operations = []
   
       # To override the customer conversion goals, we will change the
       # biddability of each of the customer conversion goals so that only
       # the desired conversion goal is biddable in this campaign.
       for customer_conversion_goal in customer_conversion_goals:
           mutate_operation = client.get_type("MutateOperation")
           campaign_conversion_goal = (
               mutate_operation.campaign_conversion_goal_operation.update
           )
   
           campaign_conversion_goal.resource_name = (
               campaign_conversion_goal_service.campaign_conversion_goal_path(
                   customer_id,
                   _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                   customer_conversion_goal["category"].name,
                   customer_conversion_goal["origin"].name,
               )
           )
           # Change the biddability for the campaign conversion goal.
           # Set biddability to True for the desired (category, origin).
           # Set biddability to False for all other conversion goals.
           # Note:
           #  1- It is assumed that this Conversion Action
           #     (category=PURCHASE, origin=WEBSITE) exists in this account.
           #  2- More than one goal can be biddable if desired. This example
           #     shows only one.
           if (
               customer_conversion_goal["category"]
               == client.enums.ConversionActionCategoryEnum.PURCHASE
               and customer_conversion_goal["origin"]
               == client.enums.ConversionOriginEnum.WEBSITE
           ):
               biddable = True
           else:
               biddable = False
           campaign_conversion_goal.biddable = biddable
           field_mask = protobuf_helpers.field_mask(
               None, campaign_conversion_goal._pb
           )
           client.copy_from(
               mutate_operation.campaign_conversion_goal_operation.update_mask,
               field_mask,
           )
           operations.append(mutate_operation)
   
       return operations
   add_performance_max_retail_campaign.py
         

   Ruby

   def _get_customer_conversion_goals(client, customer_id)
     query = <<~EOD
       SELECT
           customer_conversion_goal.category,
           customer_conversion_goal.origin
       FROM customer_conversion_goal
     EOD
   
     customer_conversion_goals = []
   
     ga_service = client.service.google_ads
     # The number of conversion goals is typically less than 50 so we use
     # GoogleAdsService.search instead of search_stream.
     response = ga_service.search(
         customer_id: customer_id,
         query: query,
         page_size: PAGE_SIZE,
     )
   
     # Iterate over the results and build the list of conversion goals.
     response.each do |row|
       customer_conversion_goals << {
           "category" => row.customer_conversion_goal.category,
           "origin" => row.customer_conversion_goal.origin
       }
     end
   
     customer_conversion_goals
   end
   
   def create_conversion_goal_operations(client, customer_id, customer_conversion_goals)
     campaign_conversion_goal_service = client.service.campaign_conversion_goal
   
     operations = []
   
     # To override the customer conversion goals, we will change the
     # biddability of each of the customer conversion goals so that only
     # the desired conversion goal is biddable in this campaign.
     customer_conversion_goals.each do |customer_conversion_goal|
       operations << client.operation.mutate do |m|
           m.campaign_conversion_goal_operation = client.operation.campaign_conversion_goal do |op|
             op.update = client.resource.campaign_conversion_goal do |ccg|
                 ccg.resource_name = client.path.campaign_conversion_goal(
                     customer_id,
                     PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                     customer_conversion_goal["category"].to_s,
                     customer_conversion_goal["origin"].to_s)
                 # Change the biddability for the campaign conversion goal.
                 # Set biddability to True for the desired (category, origin).
                 # Set biddability to False for all other conversion goals.
                 # Note:
                 #  1- It is assumed that this Conversion Action
                 #     (category=PURCHASE, origin=WEBSITE) exists in this account.
                 #  2- More than one goal can be biddable if desired. This example
                 #     shows only one.
                 ccg.biddable = (customer_conversion_goal["category"] == :PURCHASE &&
                     customer_conversion_goal["origin"] == :WEBSITE)
             end
             op.update_mask = Google::Ads::GoogleAds::FieldMaskUtil.all_set_fields_of(op.update)
           end
       end
     end
   
     operations
   end
   add_performance_max_retail_campaign.rb
         

   Perl

   sub get_customer_conversion_goals {
     my ($api_client, $customer_id) = @_;
   
     my $customer_conversion_goals = [];
     # Create a query that retrieves all customer conversion goals.
     my $query =
       "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
       . "FROM customer_conversion_goal";
     # The number of conversion goals is typically less than 50 so we use
     # GoogleAdsService->search() method instead of search_stream().
     my $search_response = $api_client->GoogleAdsService()->search({
       customerId => $customer_id,
       query      => $query
     });
   
     # Iterate over the results and build the list of conversion goals.
     foreach my $google_ads_row (@{$search_response->{results}}) {
       push @$customer_conversion_goals,
         {
         category => $google_ads_row->{customerConversionGoal}{category},
         origin   => $google_ads_row->{customerConversionGoal}{origin}};
     }
   
     return $customer_conversion_goals;
   }
   
   # Creates a list of MutateOperations that override customer conversion goals.
   sub create_conversion_goal_operations {
     my ($customer_id, $customer_conversion_goals) = @_;
   
     my $operations = [];
     # To override the customer conversion goals, we will change the biddability of
     # each of the customer conversion goals so that only the desired conversion goal
     # is biddable in this campaign.
     foreach my $customer_conversion_goal (@$customer_conversion_goals) {
       my $campaign_conversion_goal =
         Google::Ads::GoogleAds::V17::Resources::CampaignConversionGoal->new({
           resourceName =>
             Google::Ads::GoogleAds::V17::Utils::ResourceNames::campaign_conversion_goal(
             $customer_id,
             PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
             $customer_conversion_goal->{category},
             $customer_conversion_goal->{origin})});
       # Change the biddability for the campaign conversion goal.
       # Set biddability to true for the desired (category, origin).
       # Set biddability to false for all other conversion goals.
       # Note:
       #  1- It is assumed that this Conversion Action
       #     (category=PURCHASE, origin=WEBSITE) exists in this account.
       #  2- More than one goal can be biddable if desired. This example
       #     shows only one.
       if ( $customer_conversion_goal->{category} eq PURCHASE
         && $customer_conversion_goal->{origin} eq WEBSITE)
       {
         $campaign_conversion_goal->{biddable} = "true";
       } else {
         $campaign_conversion_goal->{biddable} = "false";
       }
   
       push @$operations,
         Google::Ads::GoogleAds::V17::Services::GoogleAdsService::MutateOperation
         ->new({
           campaignConversionGoalOperation =>
             Google::Ads::GoogleAds::V17::Services::CampaignConversionGoalService::CampaignConversionGoalOperation
             ->new({
               update => $campaign_conversion_goal,
               # Set the update mask on the operation. Here the update mask will be
               # a list of all the fields that were set on the update object.
               updateMask => all_set_fields_of($campaign_conversion_goal)})});
     }
   
     return $operations;
   }
   add_performance_max_retail_campaign.pl