یک کمپین Performance Max ایجاد کنید

با داشتن دارایی و بودجه پیش نیاز، اکنون می توان کمپین ایجاد کرد.

کمپین‌های حداکثر عملکرد دارای نوع AdvertisingChannelType PERFORMANCE_MAX هستند. هیچ AdvertisingChannelSubType نباید تنظیم شود.

تنها استراتژی های پیشنهادی پشتیبانی شده عبارتند از:

  • اگر ارزش‌ها را ردیابی نمی‌کنید و به همه تبدیل‌های خود به یک اندازه اهمیت می‌دهید، از استراتژی پیشنهاد قیمت MaximizeConversions استفاده کنید. یک CPA هدف اختیاری (هزینه به ازای هر اقدام) را می توان تنظیم کرد. بیشتر بدانید .

  • اگر مقادیر را با تبدیل‌های خود دنبال می‌کنید، استراتژی پیشنهاد قیمت MaximizeConversionValue را تنظیم کنید. یک ROAS هدف اختیاری (بازگشت هزینه تبلیغات) را می توان تنظیم کرد. بیشتر بدانید .

استراتژی‌های پیشنهاد نمونه کارها ایجاد شده با استفاده از BiddingStrategyService توسط کمپین‌های Performance Max پشتیبانی نمی‌شوند. به جای ایجاد کمپین های متعدد در یک استراتژی مناقصه نمونه کارها، از کمپین های کمتر و گروه های دارایی بیشتری استفاده کنید.

جاوا 

/** Creates a MutateOperation that creates a new Performance Max campaign. */
private MutateOperation createPerformanceMaxCampaignOperation(long customerId) {
  Campaign performanceMaxCampaign =
      Campaign.newBuilder()
          .setName("Performance Max campaign #" + getPrintableDateTime())
          // Sets the campaign status as PAUSED. The campaign is the only entity in
          // the mutate request that should have its status set.
          .setStatus(CampaignStatus.PAUSED)
          // All Performance Max campaigns have an advertising_channel_type of
          // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
          .setAdvertisingChannelType(AdvertisingChannelType.PERFORMANCE_MAX)
          // Bidding strategy must be set directly on the campaign.
          // Setting a portfolio bidding strategy by resource name is not supported.
          // Max Conversion and Maximize Conversion Value are the only strategies
          // supported for Performance Max campaigns.
          // An optional ROAS (Return on Advertising Spend) can be set for
          // maximize_conversion_value. The ROAS value must be specified as a ratio in
          // the API. It is calculated by dividing "total value" by "total spend".
          // For more information on Maximize Conversion Value, see the support
          // article: http://support.google.com/google-ads/answer/7684216.
          // A targetRoas of 3.5 corresponds to a 350% return on ad spend.
          .setMaximizeConversionValue(
              MaximizeConversionValue.newBuilder().setTargetRoas(3.5).build())
          // Sets the Final URL expansion opt out. This flag is specific to
          // Performance Max campaigns. If opted out (True), only the final URLs in
          // the asset group or URLs specified in the advertiser's Google Merchant
          // Center or business data feeds are targeted.
          // If opted in (False), the entire domain will be targeted. For best
          // results, set this value to false to opt in and allow URL expansions. You
          // can optionally add exclusions to limit traffic to parts of your website.
          .setUrlExpansionOptOut(false)
          // Assigns the resource name with a temporary ID.
          .setResourceName(
              ResourceNames.campaign(customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID))
          // Sets the budget using the given budget resource name.
          .setCampaignBudget(ResourceNames.campaignBudget(customerId, BUDGET_TEMPORARY_ID))
          // Optional fields.
          .setStartDate(new DateTime().plusDays(1).toString("yyyyMMdd"))
          .setEndDate(new DateTime().plusDays(365).toString("yyyyMMdd"))
          .build();

  return MutateOperation.newBuilder()
      .setCampaignOperation(
          CampaignOperation.newBuilder().setCreate(performanceMaxCampaign).build())
      .build();
}

AddPerformanceMaxCampaign.java

سی شارپ 

/// Creates a MutateOperation that creates a new Performance Max campaign.
/// <param name="campaignResourceName">The campaign resource name.</param>
/// <param name="campaignBudgetResourceName">The campaign budget resource name.</param>
/// <param name="brandGuidelinesEnabled">Whether or not to enable brand guidelines.</param>
/// <returns>A MutateOperations that will create this new campaign.</returns>
private MutateOperation CreatePerformanceMaxCampaignOperation(
    string campaignResourceName,
    string campaignBudgetResourceName,
    bool brandGuidelinesEnabled)
{
    MutateOperation operation = new MutateOperation()
    {
        CampaignOperation = new CampaignOperation()
        {
            Create = new Campaign()
            {
                Name = "Performance Max campaign #" + ExampleUtilities.GetRandomString(),

                // Set the campaign status as PAUSED. The campaign is the only entity in
                // the mutate request that should have its status set.
                Status = CampaignStatus.Paused,

                // All Performance Max campaigns have an AdvertisingChannelType of
                // PerformanceMax. The AdvertisingChannelSubType should not be set.
                AdvertisingChannelType = AdvertisingChannelType.PerformanceMax,

                // Bidding strategy must be set directly on the campaign. Setting a
                // portfolio bidding strategy by resource name is not supported. Max
                // Conversion and Maximize Conversion Value are the only strategies
                // supported for Performance Max campaigns. BiddingStrategyType is
                // read-only and cannot be set by the API. An optional ROAS (Return on
                // Advertising Spend) can be set to enable the MaximizeConversionValue
                // bidding strategy. The ROAS value must be specified as a ratio in the API.
                // It is calculated by dividing "total value" by "total spend".
                //
                // For more information on Maximize Conversion Value, see the support
                // article:
                // http://support.google.com/google-ads/answer/7684216.
                //
                // A target_roas of 3.5 corresponds to a 350% return on ad spend.
                MaximizeConversionValue = new MaximizeConversionValue()
                {
                    TargetRoas = 3.5
                },

                // Set the Final URL expansion opt out. This flag is specific to
                // Performance Max campaigns. If opted out (True), only the final URLs in
                // the asset group or URLs specified in the advertiser's Google Merchant
                // Center or business data feeds are targeted.
                // If opted in (False), the entire domain will be targeted. For best
                // results, set this value to false to opt in and allow URL expansions. You
                // can optionally add exclusions to limit traffic to parts of your website.
                UrlExpansionOptOut = false,

                // Use the temporary resource name created earlier
                ResourceName = campaignResourceName,

                // Set the budget using the given budget resource name.
                CampaignBudget = campaignBudgetResourceName,

                // Set if the campaign is enabled for brand guidelines. For more information
                // on brand guidelines, see https://support.google.com/google-ads/answer/14934472.
                BrandGuidelinesEnabled = brandGuidelinesEnabled,

                // Optional fields
                StartDate = DateTime.Now.AddDays(1).ToString("yyyyMMdd"),
                EndDate = DateTime.Now.AddDays(365).ToString("yyyyMMdd")
            }
        }
    };

    return operation;
}

AddPerformanceMaxCampaign.cs

PHP 

private static function createPerformanceMaxCampaignOperation(int $customerId): MutateOperation
{
    // Creates a mutate operation that creates a campaign operation.
    return new MutateOperation([
        'campaign_operation' => new CampaignOperation([
            'create' => new Campaign([
                'name' => 'Performance Max campaign #' . Helper::getPrintableDatetime(),
                // Assigns the resource name with a temporary ID.
                'resource_name' => ResourceNames::forCampaign(
                    $customerId,
                    self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                ),
                // Sets the budget using the given budget resource name.
                'campaign_budget' => ResourceNames::forCampaignBudget(
                    $customerId,
                    self::BUDGET_TEMPORARY_ID
                ),
                // The campaign is the only entity in the mutate request that should have its
                // status set.
                // Recommendation: Set the campaign to PAUSED when creating it to prevent
                // the ads from immediately serving.
                'status' => CampaignStatus::PAUSED,
                // All Performance Max campaigns have an advertising_channel_type of
                // PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
                'advertising_channel_type' => AdvertisingChannelType::PERFORMANCE_MAX,

                // Bidding strategy must be set directly on the campaign.
                // Setting a portfolio bidding strategy by resource name is not supported.
                // Max Conversion and Maximize Conversion Value are the only strategies
                // supported for Performance Max campaigns.
                // An optional ROAS (Return on Advertising Spend) can be set for
                // maximize_conversion_value. The ROAS value must be specified as a ratio in
                // the API. It is calculated by dividing "total value" by "total spend".
                // For more information on Maximize Conversion Value, see the support
                // article: http://support.google.com/google-ads/answer/7684216.
                // A target_roas of 3.5 corresponds to a 350% return on ad spend.
                'maximize_conversion_value' => new MaximizeConversionValue([
                    'target_roas' => 3.5
                ]),

                // Sets the Final URL expansion opt out. This flag is specific to
                // Performance Max campaigns. If opted out (true), only the final URLs in
                // the asset group or URLs specified in the advertiser's Google Merchant
                // Center or business data feeds are targeted.
                // If opted in (false), the entire domain will be targeted. For best
                // results, set this value to false to opt in and allow URL expansions. You
                // can optionally add exclusions to limit traffic to parts of your website.
                'url_expansion_opt_out' => false,

                // Optional fields.
                'start_date' => date('Ymd', strtotime('+1 day')),
                'end_date' => date('Ymd', strtotime('+365 days'))
            ])
        ])
    ]);
}
AddPerformanceMaxCampaign.php

پایتون 

def create_performance_max_campaign_operation(
    client,
    customer_id,
):
    """Creates a MutateOperation that creates a new Performance Max campaign.

    A temporary ID will be assigned to this campaign so that it can
    be referenced by other objects being created in the same Mutate request.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.

    Returns:
        a MutateOperation that creates a campaign.
    """
    mutate_operation = client.get_type("MutateOperation")
    campaign = mutate_operation.campaign_operation.create
    campaign.name = f"Performance Max campaign #{uuid4()}"
    # Set the campaign status as PAUSED. The campaign is the only entity in
    # the mutate request that should have its status set.
    campaign.status = client.enums.CampaignStatusEnum.PAUSED
    # All Performance Max campaigns have an advertising_channel_type of
    # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
    campaign.advertising_channel_type = (
        client.enums.AdvertisingChannelTypeEnum.PERFORMANCE_MAX
    )
    # Bidding strategy must be set directly on the campaign.
    # Setting a portfolio bidding strategy by resource name is not supported.
    # Max Conversion and Maximize Conversion Value are the only strategies
    # supported for Performance Max campaigns.
    # An optional ROAS (Return on Advertising Spend) can be set for
    # maximize_conversion_value. The ROAS value must be specified as a ratio in
    # the API. It is calculated by dividing "total value" by "total spend".
    # For more information on Maximize Conversion Value, see the support
    # article: http://support.google.com/google-ads/answer/7684216.
    # A target_roas of 3.5 corresponds to a 350% return on ad spend.
    campaign.bidding_strategy_type = (
        client.enums.BiddingStrategyTypeEnum.MAXIMIZE_CONVERSION_VALUE
    )
    campaign.maximize_conversion_value.target_roas = 3.5

    # Set the Final URL expansion opt out. This flag is specific to
    # Performance Max campaigns. If opted out (True), only the final URLs in
    # the asset group or URLs specified in the advertiser's Google Merchant
    # Center or business data feeds are targeted.
    # If opted in (False), the entire domain will be targeted. For best
    # results, set this value to false to opt in and allow URL expansions. You
    # can optionally add exclusions to limit traffic to parts of your website.
    campaign.url_expansion_opt_out = False

    # Assign the resource name with a temporary ID.
    campaign_service = client.get_service("CampaignService")
    campaign.resource_name = campaign_service.campaign_path(
        customer_id, _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
    )
    # Set the budget using the given budget resource name.
    campaign.campaign_budget = campaign_service.campaign_budget_path(
        customer_id, _BUDGET_TEMPORARY_ID
    )

    # Optional fields
    campaign.start_date = (datetime.now() + timedelta(1)).strftime("%Y%m%d")
    campaign.end_date = (datetime.now() + timedelta(365)).strftime("%Y%m%d")

    return mutate_operation
add_performance_max_campaign.py

روبی 

# Creates a MutateOperation that creates a new Performance Max campaign.
#
# A temporary ID will be assigned to this campaign so that it can
# be referenced by other objects being created in the same Mutate request.
def create_performance_max_campaign_operation(
    client,
    customer_id,
    brand_guidelines_enabled)
  client.operation.mutate do |m|
    m.campaign_operation = client.operation.create_resource.campaign do |c|
      c.name = "Performance Max campaign #{SecureRandom.uuid}"
      # Set the campaign status as PAUSED. The campaign is the only entity in
      # the mutate request that should have its status set.
      c.status = :PAUSED
      # All Performance Max campaigns have an advertising_channel_type of
      # PERFORMANCE_MAX. The advertising_channel_sub_type should not be set.
      c.advertising_channel_type = :PERFORMANCE_MAX
      # Bidding strategy must be set directly on the campaign.
      # Setting a portfolio bidding strategy by resource name is not supported.
      # Max Conversion and Maximize Conversion Value are the only strategies
      # supported for Performance Max campaigns.
      # An optional ROAS (Return on Advertising Spend) can be set for
      # maximize_conversion_value. The ROAS value must be specified as a ratio in
      # the API. It is calculated by dividing "total value" by "total spend".
      # For more information on Maximize Conversion Value, see the support
      # article: http://support.google.com/google-ads/answer/7684216.
      # A target_roas of 3.5 corresponds to a 350% return on ad spend.
      c.bidding_strategy_type = :MAXIMIZE_CONVERSION_VALUE
      c.maximize_conversion_value = client.resource.maximize_conversion_value do |mcv|
        mcv.target_roas = 3.5
      end
      # Set the Final URL expansion opt out. This flag is specific to
      # Performance Max campaigns. If opted out (true), only the final URLs in
      # the asset group or URLs specified in the advertiser's Google Merchant
      # Center or business data feeds are targeted.
      # If opted in (false), the entire domain will be targeted. For best
      # results, set this value to false to opt in and allow URL expansions. You
      # can optionally add exclusions to limit traffic to parts of your website.
      c.url_expansion_opt_out = false

      # Set if the campaign is enabled for brand guidelines. For more
      # information on brand guidelines, see
      # https://support.google.com/google-ads/answer/14934472.
      c.brand_guidelines_enabled = brand_guidelines_enabled

      # Assign the resource name with a temporary ID.
      c.resource_name = client.path.campaign(customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID)
      # Set the budget using the given budget resource name.
      c.campaign_budget = client.path.campaign_budget(customer_id, BUDGET_TEMPORARY_ID)

      # Optional fields
      c.start_date = DateTime.parse((Date.today + 1).to_s).strftime('%Y%m%d')
      c.end_date = DateTime.parse(Date.today.next_year.to_s).strftime('%Y%m%d')
    end
  end
end
add_performance_max_campaign.rb

پرل 

sub create_performance_max_campaign_operation {
  my ($customer_id) = @_;

  # Create a mutate operation that creates a campaign operation.
  return
    Google::Ads::GoogleAds::V18::Services::GoogleAdsService::MutateOperation->
    new({
      campaignOperation =>
        Google::Ads::GoogleAds::V18::Services::CampaignService::CampaignOperation
        ->new({
          create => Google::Ads::GoogleAds::V18::Resources::Campaign->new({
              # Assign the resource name with a temporary ID.
              resourceName =>
                Google::Ads::GoogleAds::V18::Utils::ResourceNames::campaign(
                $customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                ),
              name => "Performance Max campaign #" . uniqid(),
              # Set the budget using the given budget resource name.
              campaignBudget =>
                Google::Ads::GoogleAds::V18::Utils::ResourceNames::campaign_budget(
                $customer_id, BUDGET_TEMPORARY_ID
                ),
              # Set the campaign status as PAUSED. The campaign is the only entity in
              # the mutate request that should have its status set.
              status =>
                Google::Ads::GoogleAds::V18::Enums::CampaignStatusEnum::PAUSED,
              # All Performance Max campaigns have an advertisingChannelType of
              # PERFORMANCE_MAX. The advertisingChannelSubType should not be set.
              advertisingChannelType => PERFORMANCE_MAX,

              # Bidding strategy must be set directly on the campaign.
              # Setting a portfolio bidding strategy by resource name is not supported.
              # Max Conversion and Maximize Conversion Value are the only strategies
              # supported for Performance Max campaigns.
              # An optional ROAS (Return on Advertising Spend) can be set for
              # maximizeConversionValue. The ROAS value must be specified as a ratio in
              # the API. It is calculated by dividing "total value" by "total spend".
              # For more information on Maximize Conversion Value, see the support
              # article: http://support.google.com/google-ads/answer/7684216.
              # A targetRoas of 3.5 corresponds to a 350% return on ad spend.
              maximizeConversionValue =>
                Google::Ads::GoogleAds::V18::Common::MaximizeConversionValue->
                new({
                  targetRoas => 3.5
                }
                ),

              # Set the final URL expansion opt out. This flag is specific to
              # Performance Max campaigns. If opted out (true), only the final URLs in
              # the asset group or URLs specified in the advertiser's Google Merchant
              # Center or business data feeds are targeted.
              # If opted in (false), the entire domain will be targeted. For best
              # results, set this value to false to opt in and allow URL expansions. You
              # can optionally add exclusions to limit traffic to parts of your website.
              urlExpansionOptOut => "false",

              # Optional fields.
              startDate => strftime("%Y%m%d", localtime(time + 60 * 60 * 24)),
              endDate   =>
                strftime("%Y%m%d", localtime(time + 60 * 60 * 24 * 365)),
            })})});
}
add_performance_max_campaign.pl

پیشنهادات مناقصه

Google Ads API دو نوع توصیه را برای کمک به شما در بهینه‌سازی مناقصه کمپین حداکثر عملکرد ارائه می‌کند:

  • MAXIMIZE_CONVERSION_VALUE_OPT_IN استفاده از استراتژی پیشنهاد قیمت حداکثر تبدیل را برای کمپین های خود توصیه می کند.

  • MAXIMIZE_CONVERSIONS_OPT_IN استفاده از استراتژی پیشنهاد حداکثر تبدیل را برای کمپین های خود توصیه می کند و مبلغ بودجه پیشنهادی را ارائه می دهد.

برای اطلاعات بیشتر در مورد استفاده از توصیه‌ها، به راهنمای امتیاز و توصیه‌ها بهینه‌سازی مراجعه کنید.

دستورالعمل های برند

دستورالعمل‌های برند نحوه نمایش نام تجاری شما در دارایی‌ها یا قالب‌های خودکار کمپین حداکثر عملکرد را کنترل می‌کند. از Google Ads API نسخه 19، می‌توانید کمپین‌های Performance Max را با دستورالعمل‌های مارک فعال شده با تنظیم Campaign.brand_guidelines_enabled روی true برای Performance Max برای فروش آنلاین یا تولید سرنخ (استاندارد) و Performance Max برای فروش آنلاین با فید محصول (خرده‌فروشی) ایجاد کنید.

کمپین‌های حداکثر عملکرد با دستورالعمل‌های برند فعال، از دارایی‌های سطح کمپین برای انواع زمینه دارایی برند ( BUSINESS_NAME ، LOGO ، و LANDSCAPE_LOGO ) استفاده می‌کنند. شما باید دارایی های برند را با استفاده از CampaignAsset به کمپین مرتبط کنید و کمپین باید دارای موارد زیر باشد:

  • دقیقاً یک دارایی BUSINESS_NAME
  • حداقل یک دارایی LOGO و حداکثر چهار دارایی لوگوی اضافی اختیاری از نوع LOGO یا LANDSCAPE_LOGO

دستورالعمل های رنگ و قلم اختیاری برای کمپین را می توان با استفاده از فیلد Campaign.brand_guidelines تنظیم کرد:

  • main_color رنگ اصلی را تعیین می کند. رنگ باید به عنوان یک رشته کد هگز ارائه شود (به عنوان مثال، #00ff00).
  • accent_color رنگ ثانویه را تنظیم می کند. رنگ باید به عنوان یک رشته کد هگز ارائه شود (به عنوان مثال، #00ff00).
  • برای تنظیم فونت از predefined_font_family استفاده کنید. مقدار باید یکی از فونت‌های Google زیر باشد (حساس به حروف کوچک): Open Sans ، Roboto ، Montserrat ، Poppins ، Lato ، Oswald ، Playfair Display ، Roboto Slab .

مهاجرت

Campaign.brand_guidelines_enabled نشان می دهد که آیا یک کمپین موجود برای دستورالعمل های برند فعال است یا خیر. برای فعال کردن دستورالعمل‌های برند برای یک کمپین موجود، به جای به‌روزرسانی مستقیم فیلد brand_guidelines_enabled ، از CampaignService.EnablePMaxBrandGuidelines استفاده کنید، زیرا فیلد تغییرناپذیر است. auto_populate_brand_assets روی true تنظیم کنید تا به طور خودکار کمپین را با دارایی های برند با عملکرد برتر پر کنید. در غیر این صورت، باید دارایی ها را در عملیات با brand_assets به صورت دستی ارائه دهید. غیرفعال کردن دستورالعمل های مارک برای یک کمپین پشتیبانی نمی شود.

اختیاری: گسترش URL نهایی

گسترش URL به شما کمک می کند تا عملکرد کمپین های Performance Max خود را بهینه کنید. از گسترش URL برای جایگزینی URL نهایی خود با صفحه فرود مرتبط تر و عنوان پویا بر اساس قصد مشتریان استفاده کنید. به طور پیش فرض، گسترش URL به صورت زیر است:

  • خاموش، در صورت اعمال فیلترهای محصول.
  • روشن، هنگام هدف قرار دادن همه محصولات.

Campaign.final_url_expansion_opt_out را برای تغییر این پیش‌فرض‌ها تنظیم کنید.

از معیارهای کمپین WEBPAGE برای تعیین استثناهای گسترش URL استفاده کنید.

قبلی
بودجه ایجاد کنید
بعدی
اهداف تبدیل