제품 피드를 사용하는 온라인 판매를 위한 실적 최대화 캠페인 (소매업)

소매업체를 위한 실적 최대화 캠페인 을 사용하면 특정 위치에 광고를 게재할 수 있는 기회를 제공하여 추가할 수 있습니다.

텍스트, 이미지 또는 확장 소재 등의 새로운 확장 소재를 만들어야 할 수도 있습니다. 새로운 형식과 표시 경로에 광고를 게재할 수 있습니다. 텍스트, 디스커버, YouTube 인스트림 광고, 디스플레이로 구성되어 있습니다

구매 가능성이 큰 사용자 세그먼트에 관한 고유한 통계가 있는 경우 이제 Google에 알리는 잠재고객 신호

실적 최대화 캠페인의 추가적인 몇 가지 개선사항은 다음과 같습니다. 일반 쇼핑 캠페인:

  • 판매자 센터 피드 또는 캠페인 기준에 따른 언어 타겟팅
  • 최종 URL 확장
  • 오프라인 매장 방문 목표를 선택하면 모든 매장이 타겟팅됩니다.
  • 고객별 또는 캠페인별로 전환 목표를 설정할 수 있습니다.
를 통해 개인정보처리방침을 정의할 수 있습니다.

소매업체를 위한 실적 최대화 캠페인을 사용하려면 Google Ads 계정이 연결되어 있어야 합니다. 기존 판매자 센터 계정에 연결합니다. 판매자 센터에 연결하면 도달범위와 실적이 제한됩니다.

애셋 그룹 추가

애셋 그룹을 추가하면 쇼핑 및 동적 리마케팅이 사용 설정됩니다. 이며 URL 확장을 설정하면 동적 검색 광고 일반적으로 확장 소재를 많이 제공할수록 새 인벤토리를 타겟팅하기 위해 생성할 수 있습니다.

애셋 그룹별로 다른 제품을 타겟팅하는 것이 좋습니다. 참고로 등록정보 한도 그룹을 선택합니다. 특정 제품에서만 애셋 그룹의 제품 집합입니다. 예를 들어 제품 A~L은 애셋 그룹 1과 제품 M~Z는 애셋 그룹 2에 속합니다.

잠재고객별로 애셋 메시지를 맞춤설정하려면 캠페인당 여러 개의 애셋 그룹 이렇게 하면 동일한 최종 도착 URL에 대한 그룹입니다.

최적화에 대해 자세히 알아보기 팁 실적 최대화 캠페인을 설정할 때 참고하세요

소매업 실적 최대화 캠페인 만들기

다른 쇼핑 캠페인과 마찬가지로 ShoppingSetting 필드를 확인할 수 있습니다.

필수

merchant_id
광고할 제품이 포함된 계정의 판매자 센터 ID입니다.

선택사항

feed_label

판매자 센터에 정의된 대로 피드 라벨에 사용되는 문자열입니다. 이 입력란 특정 인벤토리에서 제품을 선택해야 하는 경우에 판매자 센터 피드. 지정하지 않으면 캠페인은 판매자 센터.

이전에 지원 중단된 sales_country를 사용한 경우(두 글자로 표시) 국가 코드 (XX) 형식을 사용하는 경우에는 feed_label를 사용해야 합니다. 자세한 내용은 자세한 내용은 피드 라벨 지원 도움말을 참조하세요.

feed_label에 국가 코드를 제출해도 자동으로 제출되지는 않습니다. 해당 국가에서 광고를 게재할 수 있도록 합니다. 먼저 지역을 설정하고 위치 타겟팅을 사용합니다.

campaign_priority

쇼핑 캠페인의 우선순위입니다. 실적이 더 높은 캠페인 우선순위가 낮은 우선순위보다 우선 적용됩니다.

enable_local

이 캠페인의 오프라인 매장에서 판매하는 제품에 대한 광고를 사용 설정하는 옵션입니다.

인벤토리가 있으면 오프라인 제품이 기본적으로 사용 설정됩니다. 이는 등록정보 그룹을 사용하여 필터링했습니다.

language

여러 언어를 선택하여 특정 조합에 광고를 게재할 수 있음 고객을 유치하세요

전환 목표

고객 수준 전환을 재정의할 수 있습니다. 목표: 캠페인 수준을 업데이트함 전환 목표를 다음 예를 참고하세요.

자바

/** 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

쇼핑 보고서

shopping_performance_view를 사용하여 다음을 수행합니다. 제품 세그먼트별로 요약된 측정항목, 예를 들어 segments.product_item_id입니다.

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

사용 asset_group_product_group_view 드림 을(를) 사용하여 특정 기간의 클릭수, 전환수, 노출수와 같은 측정항목을 이 애셋 그룹과 연결된 등록정보 그룹입니다.

차량 광고

광고주는 차량 광고를 사용할 수 있습니다. 차량 데이터 피드를 업로드하여 차량 인벤토리를 판매자 센터를 클릭한 다음 차량 피드가 있는 실적 최대화 캠페인 광고를 관리할 수 있습니다.

Google Ads API를 사용하여 차량 피드가 포함된 실적 최대화 캠페인을 만들려면 다음 안내를 따르세요. 소매업 캠페인 만들기를 따릅니다. 캠페인의 listing_type를 VEHICLES

이전
온라인 판매 또는 리드 생성
다음
여행 목표