As campanhas Performance Max para varejo ajudam a expandir seu alcance e suas metas, oferecendo a oportunidade de veicular em outros inventários.
Talvez seja necessário criar novos recursos, como texto, imagem ou vídeo, para permitir que os anúncios sejam veiculados em novos formatos e plataformas, como texto, Discover, YouTube in-stream e Display.
Se você tem insights exclusivos sobre os segmentos de usuários com maior probabilidade de realizar conversões, também pode usar os indicadores de público-alvo para informar isso ao Google.
Confira mais algumas melhorias que as campanhas Performance Max oferecem em comparação com as campanhas padrão do Shopping:
- Segmentação por idioma com base no feed do Merchant Center ou em critérios da campanha
- expansão de URL final
- Todas as lojas são segmentadas quando a meta de visitas à loja é selecionada
- É possível definir metas de conversão por cliente ou por campanha.
Vincular as contas do Merchant Center e do Google Ads
Para usar as campanhas Performance Max para varejo, a conta do Google Ads precisa estar vinculada a uma conta do Merchant Center. Ao fazer a vinculação ao Merchant Center, os recursos podem ser gerados automaticamente para a campanha, mas o alcance e a performance serão limitados.
Adicionar grupos de recursos
Adicionar um grupo de recursos ativa os canais do Shopping e de remarketing dinâmico, e definir a expansão de URL ativa os anúncios dinâmicos de pesquisa. Em geral, quanto mais recursos você fornecer, mais formatos de anúncio o sistema poderá criar para segmentar mais inventários.
Recomendamos que cada grupo de recursos segmente produtos diferentes. Há limites para grupos de fichas. Como prática recomendada, segmente apenas um determinado conjunto de produtos de um grupo de recursos. Por exemplo, os produtos de A a L estariam no grupo de recursos 1, e os produtos de M a Z estariam no grupo 2.
Se quiser personalizar as mensagens de recursos por público-alvo, crie vários grupos de recursos por campanha. Assim, você pode criar grupos de recursos diferentes para o mesmo URL final.
Confira mais dicas de otimização ao configurar sua campanha Performance Max.
Criar uma campanha de varejo Performance Max
Assim como em outras campanhas do Shopping, defina os campos ShoppingSetting
da campanha.
Obrigatório
merchant_id
- O ID no Merchant Center da conta que contém os produtos a serem anunciados.
Opcional
feed_label
Uma string usada para o rótulo do feed conforme definido no Merchant Center. Use esse campo caso precise selecionar produtos de um feed do Merchant Center específico. Se não for especificado, a campanha usará todos os feeds disponíveis no Merchant Center.
Se você já usou o
sales_country
descontinuado, no formato do código do país de duas letras (XX
), usefeed_label
. Para mais informações, consulte o artigo de suporte sobre o rótulo do feed.O envio de um código de país em uma
feed_label
não ativa automaticamente a veiculação de anúncios nesse país. Primeiro, é necessário configurar a segmentação por local geográfico.campaign_priority
A prioridade da campanha do Shopping. As campanhas com prioridades numericamente maiores têm precedência sobre as com prioridades mais baixas.
enable_local
A opção para ativar anúncios de produtos vendidos em lojas locais nesta campanha.
Os produtos disponíveis na loja física serão ativados por padrão se houver um inventário. Isso pode ser filtrado usando grupos de fichas.
language
Você pode selecionar vários idiomas para exibir seus anúncios a grupos específicos de clientes.
Metas de conversão
É possível substituir as metas de conversão no nível do cliente atualizando as metas de conversão no nível da campanha, conforme ilustrado neste exemplo:
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; }
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 } } };
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; }
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
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
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; }
Relatórios do Shopping
Use shopping_performance_view
para
extrair métricas resumidas por segmentos de produto, como
segments.product_item_id
.
SELECT
segments.product_item_id,
metrics.clicks,
metrics.cost_micros,
metrics.impressions,
metrics.conversions,
metrics.all_conversions,
campaign.advertising_channel_type
FROM shopping_performance_view
WHERE
campaign.advertising_channel_type = 'PERFORMANCE_MAX'
AND segments.date DURING LAST_30_DAYS
AND metrics.clicks > 0
ORDER BY
metrics.all_conversions DESC,
metrics.conversions DESC,
metrics.clicks DESC,
metrics.cost_micros DESC,
metrics.impressions DESC
Use o asset_group_product_group_view
para recuperar métricas, como cliques, conversões e impressões do grupo de fichas associado a esse grupo de recursos.
Anúncios de veículos
Os anunciantes podem usar anúncios de veículos para promover o inventário de veículos fazendo upload de um feed de dados de veículos no Merchant Center e usando as campanhas Performance Max com feeds de veículos para gerenciar os anúncios.
Para criar uma campanha Performance Max com um feed de veículos usando a API Google Ads, siga as etapas em Criar uma campanha de varejo e defina o listing_type
da campanha como VEHICLES
.