小売向け P-MAX は、新たな広告枠に広告を配信することで、リーチと目標の拡大に役立ちます。
テキスト、Discover、YouTube インストリーム、ディスプレイなどの新しいフォーマットやサーフェスで広告を配信できるようにするには、テキスト、画像、動画などの新しいアセットの作成が必要になる場合があります。
コンバージョンに至る見込みの高いユーザー セグメントについて独自の分析情報がある場合は、オーディエンス シグナルを使用して Google に知らせることもできるようになりました。
P-MAX キャンペーンには、通常のショッピング キャンペーンよりも
- Merchant Center フィードまたはキャンペーンの条件に基づくターゲット言語
- 最終ページ URL の拡張
- 「来店」目標を選択すると、すべての店舗がターゲットに設定されます
- 顧客単位またはキャンペーン単位でコンバージョン目標を設定できる
Merchant Center アカウントと Google 広告アカウントをリンクする
小売向け P-MAX を使用するには、Google 広告アカウントを既存の Merchant Center アカウントにリンクする必要があります。Merchant Center にリンクすると、キャンペーン用のアセットを自動的に生成できますが、リーチとパフォーマンスは制限されます。
アセット グループを追加する
アセット グループを追加すると、ショッピング チャネルと動的リマーケティング チャネルが有効になり、[URL の拡張] を設定すると、動的検索広告が有効になります。一般に、提供するアセットが多いほど、より多くの広告枠をターゲットに設定できる広告フォーマットも多くなります。
アセット グループごとに異なる商品をターゲットにすることをおすすめします。グループの一覧表示には上限があります。ベスト プラクティスとして、アセット グループの特定の商品セットのみをターゲットにすることをおすすめします。たとえば、商品 A ~ L はアセット グループ 1、商品 M ~ Z はアセット グループ 2 に含めます。
オーディエンスごとにアセット メッセージをカスタマイズする場合は、キャンペーンごとに複数のアセット グループを作成します。同じ最終ページ URL に 異なるアセットグループを作成できます
P-MAX キャンペーンを設定する際は、その他の最適化のヒントをご覧ください。
小売向けの P-MAX キャンペーンを作成する
他のショッピング キャンペーンと同様に、キャンペーンの ShoppingSetting
フィールドを設定します。
必須
merchant_id
- 宣伝する商品を含むアカウントの Merchant Center ID。
任意
feed_label
Merchant Center で定義されたフィードラベルに使用される文字列。このフィールドは、特定の Merchant Center フィードから商品を選択する必要がある場合に使用します。指定しない場合、キャンペーンでは Merchant Center で利用可能なすべてのフィードが使用されます。
以前に非推奨の
sales_country
を 2 文字の国コード(XX
)形式で使用していた場合は、代わりにfeed_label
を使用する必要があります。詳しくは、フィードラベルのサポート記事をご覧ください。なお、
feed_label
で国コードを指定しても、その国で自動的に広告が配信されるわけではありません。まず地域ターゲティングを設定する必要があります。campaign_priority
ショッピング キャンペーンの優先度。優先度の数値が高いキャンペーンは、優先度の低いキャンペーンよりも優先されます。
enable_local
このキャンペーンで実店舗で販売されている商品の広告を有効にするオプション。
在庫がある場合、ローカル商品はデフォルトで有効になります。これは、リスティング グループを使用してフィルタリングできます。
language
複数の言語を選択して、特定のユーザーに広告を表示できます。
コンバージョン目標
顧客単位のコンバージョン目標をオーバーライドするには、次の例のようにキャンペーン単位のコンバージョン目標を更新します。
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; }
ショッピング レポート
shopping_performance_view
を使用して、segments.product_item_id
などのサービス セグメント別に要約された指標を取得します。
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
asset_group_product_group_view
を使用して、このアセット グループに関連付けられたリスティング グループのクリック数、コンバージョン数、インプレッション数などの指標を取得します。
車両広告
広告主は、車両広告を使用して車両在庫を宣伝できます。そのためには、車両データフィードを Merchant Center にアップロードし、車両フィードを使用した P-MAX キャンペーンを使用して広告を管理します。
Google Ads API を使用して車両フィードを使用する P-MAX キャンペーンを作成するには、小売キャンペーンを作成し、キャンペーンの listing_type
を VEHICLES
に設定します。