Criar uma campanha Performance Max

Com os recursos e o orçamento necessários, a campanha pode ser criada.

As campanhas Performance Max têm um AdvertisingChannelType de PERFORMANCE_MAX. Nenhum AdvertisingChannelSubType precisa ser definido.

As únicas estratégias de lances compatíveis são:

• Se você não está acompanhando valores e se preocupa com todas as suas conversões igualmente, use a estratégia de lances MaximizeConversions. É possível definir um CPA desejado (custo por ação) opcional. Saiba mais.
• Se você estiver acompanhando valores com suas conversões, defina a estratégia de lances MaximizeConversionValue. É possível definir um ROAS desejado (retorno do investimento em publicidade) opcional. Saiba mais.

As estratégias de lances de portfólio criadas usando a BiddingStrategyService não são compatíveis com as campanhas Performance Max. Em vez de criar várias campanhas em uma estratégia de lances de portfólio, use menos campanhas e mais grupos de recursos.

Java

/** Creates a MutateOperation that creates a new Performance Max campaign. */
private MutateOperation createPerformanceMaxCampaignOperation(
    long customerId, boolean brandGuidelinesEnabled) {
  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 if the campaign is enabled for brand guidelines. For more information on brand
          // guidelines, see https://support.google.com/google-ads/answer/14934472.
          .setBrandGuidelinesEnabled(brandGuidelinesEnabled)
          // 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))
          // Declares whether this campaign serves political ads targeting the EU.
          .setContainsEuPoliticalAdvertising(DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING)
          // Optional fields.
          .setStartDate(new DateTime().plusDays(1).toString("yyyyMMdd"))
          .setEndDate(new DateTime().plusDays(365).toString("yyyyMMdd"))
          // Configures the optional opt-in/out status for asset automation settings.
          .addAllAssetAutomationSettings(ImmutableList.of(
              AssetAutomationSetting.newBuilder()
                  .setAssetAutomationType(AssetAutomationType.GENERATE_IMAGE_EXTRACTION)
                  .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN).build(),
              AssetAutomationSetting.newBuilder()
                  .setAssetAutomationType(
                      AssetAutomationType.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION)
                  .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN).build(),
              AssetAutomationSetting.newBuilder()
                  .setAssetAutomationType(AssetAutomationType.TEXT_ASSET_AUTOMATION)
                  .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN).build(),
              AssetAutomationSetting.newBuilder()
                  .setAssetAutomationType(AssetAutomationType.GENERATE_ENHANCED_YOUTUBE_VIDEOS)
                  .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN).build(),
              AssetAutomationSetting.newBuilder()
                  .setAssetAutomationType(AssetAutomationType.GENERATE_IMAGE_ENHANCEMENT)
                  .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN).build()))
          .build();

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

C#

/// 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)
{
    Campaign campaign = 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
        },

        // 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,

        // Declare whether or not this campaign contains political ads targeting the EU.
        ContainsEuPoliticalAdvertising = EuPoliticalAdvertisingStatus.DoesNotContainEuPoliticalAdvertising,

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

    campaign.AssetAutomationSettings.AddRange(new[]{
        new Campaign.Types.AssetAutomationSetting
        {
            AssetAutomationType = AssetAutomationType.GenerateImageExtraction,
            AssetAutomationStatus = AssetAutomationStatus.OptedIn
        },
        new Campaign.Types.AssetAutomationSetting
        {
            AssetAutomationType = AssetAutomationType.FinalUrlExpansionTextAssetAutomation,
            AssetAutomationStatus = AssetAutomationStatus.OptedIn
        },
        new Campaign.Types.AssetAutomationSetting
        {
            AssetAutomationType = AssetAutomationType.TextAssetAutomation,
            AssetAutomationStatus = AssetAutomationStatus.OptedIn
        },
        new Campaign.Types.AssetAutomationSetting
        {
            AssetAutomationType = AssetAutomationType.GenerateEnhancedYoutubeVideos,
            AssetAutomationStatus = AssetAutomationStatus.OptedIn
        },
        new Campaign.Types.AssetAutomationSetting
        {
            AssetAutomationType = AssetAutomationType.GenerateImageEnhancement,
            AssetAutomationStatus = AssetAutomationStatus.OptedIn
        },
    });

    MutateOperation operation = new MutateOperation()
    {
        CampaignOperation = new CampaignOperation()
        {
            Create = campaign
        }
    };

    return operation;
}
AddPerformanceMaxCampaign.cs
      

PHP

private static function createPerformanceMaxCampaignOperation(
    int $customerId,
    bool $brandGuidelinesEnabled
): 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
                ]),

                'asset_automation_settings' => [
                    new AssetAutomationSetting([
                        'asset_automation_type' => AssetAutomationType::TEXT_ASSET_AUTOMATION,
                        'asset_automation_status' => AssetAutomationStatus::OPTED_IN
                    ]),
                    new AssetAutomationSetting([
                        'asset_automation_type' => AssetAutomationType::URL_EXPANSION,
                        'asset_automation_status' => AssetAutomationStatus::OPTED_IN
                    ])
                ],


                // Sets if the campaign is enabled for brand guidelines. For more information
                // on brand guidelines, see
                // https://support.google.com/google-ads/answer/14934472.
                'brand_guidelines_enabled' => $brandGuidelinesEnabled,

                // Declare whether or not this campaign serves political ads targeting the EU.
                'contains_eu_political_advertising' =>
                    EuPoliticalAdvertisingStatus::DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING,

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

Python

def create_performance_max_campaign_operation(
    client: GoogleAdsClient,
    customer_id: str,
    brand_guidelines_enabled: bool,
) -> MutateOperation:
    """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.
        brand_guidelines_enabled: a boolean value indicating if the campaign is
          enabled for brand guidelines.

    Returns:
        a MutateOperation that creates a campaign.
    """
    mutate_operation: MutateOperation = client.get_type("MutateOperation")
    campaign: 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 if the campaign is enabled for brand guidelines. For more information
    # on brand guidelines, see https://support.google.com/google-ads/answer/14934472.
    campaign.brand_guidelines_enabled = brand_guidelines_enabled

    # Assign the resource name with a temporary ID.
    campaign_service: CampaignServiceClient = 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
    )

    # Declare whether or not this campaign serves political ads targeting the
    # EU. Valid values are:
    #   CONTAINS_EU_POLITICAL_ADVERTISING
    #   DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    campaign.contains_eu_political_advertising = (
        client.enums.EuPoliticalAdvertisingStatusEnum.DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
    )

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

    # Configures the optional opt-in/out status for asset automation settings.
    for asset_automation_type_enum in [
        client.enums.AssetAutomationTypeEnum.GENERATE_IMAGE_EXTRACTION,
        client.enums.AssetAutomationTypeEnum.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION,
        client.enums.AssetAutomationTypeEnum.TEXT_ASSET_AUTOMATION,
        client.enums.AssetAutomationTypeEnum.GENERATE_ENHANCED_YOUTUBE_VIDEOS,
        client.enums.AssetAutomationTypeEnum.GENERATE_IMAGE_ENHANCEMENT
    ]:
        asset_automattion_setting: Campaign.AssetAutomationSetting = client.get_type("Campaign").AssetAutomationSetting()
        asset_automattion_setting.asset_automation_type = asset_automation_type_enum
        asset_automattion_setting.asset_automation_status = client.enums.AssetAutomationStatusEnum.OPTED_IN
        campaign.asset_automation_settings.append(asset_automattion_setting)

    return mutate_operation
add_performance_max_campaign.py
      

Ruby

# 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

      # Configures the optional opt-in/out status for asset automation settings.
      c.asset_automation_settings << client.resource.asset_automation_setting do |aas|
        aas.asset_automation_type = :GENERATE_IMAGE_EXTRACTION
        aas.asset_automation_status = :OPTED_IN
      end
      c.asset_automation_settings << client.resource.asset_automation_setting do |aas|
        aas.asset_automation_type = :FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION
        aas.asset_automation_status = :OPTED_IN
      end
      c.asset_automation_settings << client.resource.asset_automation_setting do |aas|
        aas.asset_automation_type = :TEXT_ASSET_AUTOMATION
        aas.asset_automation_status = :OPTED_IN
      end
      c.asset_automation_settings << client.resource.asset_automation_setting do |aas|
        aas.asset_automation_type = :GENERATE_ENHANCED_YOUTUBE_VIDEOS
        aas.asset_automation_status = :OPTED_IN
      end
      c.asset_automation_settings << client.resource.asset_automation_setting do |aas|
        aas.asset_automation_type = :GENERATE_IMAGE_ENHANCEMENT
        aas.asset_automation_status = :OPTED_IN
      end

      # 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)

      # Declare whether or not this campaign serves political ads targeting the EU.
      # Valid values are CONTAINS_EU_POLITICAL_ADVERTISING and
      # DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING.
      c.contains_eu_political_advertising = :DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING

      # 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
      

Perl

sub create_performance_max_campaign_operation {
  my ($customer_id, $brand_guidelines_enabled) = @_;
  # Configures the optional opt-in/out status for asset automation settings.
  # When we create the campaign object, we set campaign->{assetAutomationSettings}
  # equal to $asset_automation_settings.
  my $asset_automation_settings = [];
  my $asset_automation_types    = [
    GENERATE_IMAGE_EXTRACTION, FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION,
    TEXT_ASSET_AUTOMATION,     GENERATE_ENHANCED_YOUTUBE_VIDEOS,
    GENERATE_IMAGE_ENHANCEMENT
  ];
  foreach my $asset_automation_type (@$asset_automation_types) {
    push @$asset_automation_settings,
      Google::Ads::GoogleAds::V22::Resources::AssetAutomationSetting->new({
        assetAutomationStatus => OPTED_IN,
        assetAutomationType   => $asset_automation_type
      });
  }

  # Create a mutate operation that creates a campaign operation.
  return
    Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation->
    new({
      campaignOperation =>
        Google::Ads::GoogleAds::V22::Services::CampaignService::CampaignOperation
        ->new({
          create => Google::Ads::GoogleAds::V22::Resources::Campaign->new({
              # Assign the resource name with a temporary ID.
              resourceName =>
                Google::Ads::GoogleAds::V22::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::V22::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::V22::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::V22::Common::MaximizeConversionValue->
                new({
                  targetRoas => 3.5
                }
                ),

              # 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 => $brand_guidelines_enabled,

              # Configures the optional opt-in/out status for asset automation settings.
              assetAutomationSettings => $asset_automation_settings,

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

              # Declare whether or not this campaign serves political ads targeting the EU.
              # Valid values are CONTAINS_EU_POLITICAL_ADVERTISING and
              # DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING.
              containsEuPoliticalAdvertising =>
                DOES_NOT_CONTAIN_EU_POLITICAL_ADVERTISING
            })})});
}
add_performance_max_campaign.pl
      

Recomendações de lances

A API Google Ads oferece dois tipos de recomendação para ajudar você a otimizar os lances da sua campanha Performance Max:

• MAXIMIZE_CONVERSION_VALUE_OPT_IN recomenda usar a estratégia de lances "Maximizar o valor da conversão" nas suas campanhas.
• MAXIMIZE_CONVERSIONS_OPT_IN recomenda usar a estratégia de lances "Maximizar conversões" nas suas campanhas e sugere um valor de orçamento.

Para mais informações sobre como usar as recomendações, consulte o guia Pontuação de otimização e recomendações.

Diretrizes de marca

As diretrizes da marca controlam como sua marca é representada nos formatos ou recursos automáticos das campanhas Performance Max. A partir da API Google Ads v21, as campanhas Performance Max ativam automaticamente as diretrizes de marca em todas as novas campanhas Performance Max para vendas on-line ou geração de leads (padrão) e Performance Max para vendas on-line com um feed de produtos (varejo). Se você não quiser ativar as diretrizes de marca nas novas campanhas, defina Campaign.brand_guidelines_enabled como false ao criar sua campanha Performance Max.

Importante: as campanhas Performance Max para metas de turismo não são compatíveis com as diretrizes da marca.

As campanhas Performance Max com diretrizes de marca ativadas usam recursos no nível da campanha para tipos de campo de recursos de marca (BUSINESS_NAME, LOGO e LANDSCAPE_LOGO). Você precisa vincular os recursos de marca à campanha usando CampaignAsset. Além disso, a campanha precisa ter:

• Exatamente um recurso BUSINESS_NAME
• Pelo menos um recurso LOGO e até quatro recursos de logotipo opcionais do tipo LOGO ou LANDSCAPE_LOGO

Importante: todos esses recursos de marca precisam ser vinculados no nível da campanha e incluídos em uma solicitação de criação de campanha sem o uso de falha parcial. A solicitação para criar uma campanha com as diretrizes de marca ativadas vai falhar se esses recursos obrigatórios não forem incluídos. As campanhas de vendas on-line que usam um feed de produtos só são isentas desses requisitos se não tiverem AssetGroupAssets.

As diretrizes opcionais de cor e fonte para a campanha podem ser definidas usando o campo Campaign.brand_guidelines:

• main_color define a cor principal. A cor precisa ser fornecida como uma string de código hexadecimal (por exemplo, #00ff00).
• accent_color define a cor secundária. A cor precisa ser fornecida como uma string de código hexadecimal (por exemplo, #00ff00).
• Use predefined_font_family para definir a fonte. O valor precisa ser uma das seguintes fontes do Google (sensíveis a maiúsculas e minúsculas): Open Sans, Roboto, Montserrat, Poppins, Lato, Oswald, Playfair Display e Roboto Slab.

Importante: se você especificar um main_color, também precisará especificar um accent_color. Por outro lado, se você especificar um accent_color, também precisará especificar um main_color.

O exemplo a seguir mostra como criar os recursos BUSINESS_NAME e LOGO e anexá-los à campanha se as diretrizes de marca estiverem ativadas ou ao AssetGroup se elas estiverem desativadas. Consulte o guia de configuração de grupos de recursos para mais informações.

Java

/** Creates a list of MutateOperations that create linked brand assets. */
List<MutateOperation> createAndLinkBrandAssets(
    long customerId,
    boolean brandGuidelinesEnabled,
    String businessName,
    String logoUrl,
    String logoName)
    throws IOException {
  List<MutateOperation> mutateOperations = new ArrayList<>();

  // Creates the brand name text asset.
  String businessNameAssetResourceName = ResourceNames.asset(customerId, getNextTemporaryId());
  Asset businessNameAsset =
      Asset.newBuilder()
          .setResourceName(businessNameAssetResourceName)
          .setTextAsset(TextAsset.newBuilder().setText(businessName).build())
          .build();
  AssetOperation businessNameAssetOperation =
      AssetOperation.newBuilder().setCreate(businessNameAsset).build();
  mutateOperations.add(
      MutateOperation.newBuilder().setAssetOperation(businessNameAssetOperation).build());

  // Creates the logo image asset.
  String logoAssetResourceName = ResourceNames.asset(customerId, getNextTemporaryId());
  // Creates a media file.
  byte[] logoBytes = ByteStreams.toByteArray(new URL(logoUrl).openStream());
  Asset logoAsset =
      Asset.newBuilder()
          .setResourceName(logoAssetResourceName)
          .setImageAsset(ImageAsset.newBuilder().setData(ByteString.copyFrom(logoBytes)).build())
          // Provides a unique friendly name to identify your asset. When there is an existing
          // image asset with the same content but a different name, the new name will be dropped
          // silently.
          .setName(logoName)
          .build();
  AssetOperation logoImageAssetOperation =
      AssetOperation.newBuilder().setCreate(logoAsset).build();
  mutateOperations.add(
      MutateOperation.newBuilder().setAssetOperation(logoImageAssetOperation).build());

  if (brandGuidelinesEnabled) {
    // Creates CampaignAsset resources to link the Asset resources to the Campaign.
    mutateOperations.add(
        createCampaignAssetMutateOperation(
            customerId, AssetFieldType.BUSINESS_NAME, businessNameAssetResourceName));
    mutateOperations.add(
        createCampaignAssetMutateOperation(
            customerId, AssetFieldType.LOGO, logoAssetResourceName));
  } else {
    // Creates an AssetGroupAsset to link the Asset to the AssetGroup.
    mutateOperations.add(
        createAssetGroupAssetMutateOperation(
            AssetFieldType.BUSINESS_NAME,
            businessNameAssetResourceName,
            ResourceNames.assetGroup(customerId, ASSET_GROUP_TEMPORARY_ID)));
    mutateOperations.add(
        createAssetGroupAssetMutateOperation(
            AssetFieldType.LOGO,
            logoAssetResourceName,
            ResourceNames.assetGroup(customerId, ASSET_GROUP_TEMPORARY_ID)));
  }

  return mutateOperations;
}

/** Creates a MutateOperation to add an AssetGroupAsset. */
MutateOperation createAssetGroupAssetMutateOperation(
    AssetFieldType fieldType, String assetResourceName, String assetGroupResourceName) {
  AssetGroupAsset assetGroupAsset =
      AssetGroupAsset.newBuilder()
          .setFieldType(fieldType)
          .setAssetGroup(assetGroupResourceName)
          .setAsset(assetResourceName)
          .build();
  AssetGroupAssetOperation assetGroupAssetOperation =
      AssetGroupAssetOperation.newBuilder().setCreate(assetGroupAsset).build();
  return MutateOperation.newBuilder()
      .setAssetGroupAssetOperation(assetGroupAssetOperation)
      .build();
}

/** Creates a MutateOperation to add a CampaignAsset. */
MutateOperation createCampaignAssetMutateOperation(
    long customerId, AssetFieldType fieldType, String assetResourceName) {
  CampaignAsset campaignAsset =
      CampaignAsset.newBuilder()
          .setFieldType(fieldType)
          .setCampaign(ResourceNames.campaign(customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID))
          .setAsset(assetResourceName)
          .build();
  CampaignAssetOperation campaignAssetOperation =
      CampaignAssetOperation.newBuilder().setCreate(campaignAsset).build();
  return MutateOperation.newBuilder().setCampaignAssetOperation(campaignAssetOperation).build();
}
AddPerformanceMaxCampaign.java
      

C#

private List<MutateOperation> CreateAndLinkBrandAssets(
    string assetGroupResourceName,
    string campaignResourceName,
    AssetTemporaryResourceNameGenerator assetResourceNameGenerator,
    string businessName,
    string logoUrl,
    string logoName,
    GoogleAdsConfig config,
    bool brandGuidelinesEnabled)
{
    List<MutateOperation> operations = new List<MutateOperation>();

    string logoAssetResourceName = assetResourceNameGenerator.Next();
    string businessNameAssetResourceName = assetResourceNameGenerator.Next();

    // Create the Image Asset.
    operations.Add(
        new MutateOperation()
        {
            AssetOperation = new AssetOperation()
            {
                Create = new Asset()
                {
                    ResourceName = logoAssetResourceName,
                    ImageAsset = new ImageAsset()
                    {
                        Data =
                            ByteString.CopyFrom(
                                MediaUtilities.GetAssetDataFromUrl(logoUrl, config)
                            )
                    },
                    // Provide a unique friendly name to identify your asset.
                    // When there is an existing image asset with the same content but a
                    // different name, the new name will be dropped silently.
                    Name = logoName
                }
            }
        }
    );

    // Create the business name asset.
    operations.Add(
        new MutateOperation()
        {
            AssetOperation = new AssetOperation()
            {
                Create = new Asset()
                {
                    ResourceName = businessNameAssetResourceName,
                    TextAsset = new TextAsset()
                    {
                        Text = businessName,
                    }
                }
            }
        }
    );

    if (brandGuidelinesEnabled)
    {
        // Create CampaignAssets to link the Assets to the Campaign.
        operations.Add(
            new MutateOperation()
            {
                CampaignAssetOperation = new CampaignAssetOperation()
                {
                    Create = new CampaignAsset()
                    {
                        FieldType = AssetFieldType.Logo,
                        Campaign = campaignResourceName,
                        Asset = logoAssetResourceName
                    }
                }
            }
        );

        operations.Add(
            new MutateOperation()
            {
                CampaignAssetOperation = new CampaignAssetOperation()
                {
                    Create = new CampaignAsset()
                    {
                        FieldType = AssetFieldType.BusinessName,
                        Campaign = campaignResourceName,
                        Asset = businessNameAssetResourceName
                    }
                }
            }
        );
    } else {
        // Create AssetGroupAssets to link the Assets to the AssetGroup.
        operations.Add(
            new MutateOperation()
            {
                AssetGroupAssetOperation = new AssetGroupAssetOperation()
                {
                    Create = new AssetGroupAsset()
                    {
                        FieldType = AssetFieldType.Logo,
                        AssetGroup = assetGroupResourceName,
                        Asset = logoAssetResourceName
                    }
                }
            }
        );

        operations.Add(
            new MutateOperation()
            {
                AssetGroupAssetOperation = new AssetGroupAssetOperation()
                {
                    Create = new AssetGroupAsset()
                    {
                        FieldType = AssetFieldType.BusinessName,
                        AssetGroup = assetGroupResourceName,
                        Asset = businessNameAssetResourceName
                    }
                }
            }
        );

    }


    return operations;
}
AddPerformanceMaxCampaign.cs
      

PHP

This example is not yet available in PHP; you can take a look at the other languages.
    

Python

def create_and_link_brand_assets(
    client: GoogleAdsClient,
    customer_id: str,
    brand_guidelines_enabled: bool,
    business_name: str,
    logo_url: str,
    logo_name: str,
) -> List[MutateOperation]:
    """Creates a list of MutateOperations that create linked brand assets.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        brand_guidelines_enabled: a boolean value indicating if the campaign is
          enabled for brand guidelines.
        business_name: the business name text to be put into an asset.
        logo_url: the url of the logo to be retrieved and put into an asset.
        logo_name: the asset name of the logo.

    Returns:
        MutateOperations that create linked brand assets.
    """
    global next_temp_id
    operations: List[MutateOperation] = []
    asset_service: AssetServiceClient = client.get_service("AssetService")

    # Create the Text Asset.
    text_asset_temp_id = next_temp_id
    next_temp_id -= 1

    text_mutate_operation = client.get_type("MutateOperation")
    text_asset: Asset = text_mutate_operation.asset_operation.create
    text_asset.resource_name = asset_service.asset_path(
        customer_id, text_asset_temp_id
    )
    text_asset.text_asset.text = business_name
    operations.append(text_mutate_operation)

    # Create the Image Asset.
    image_asset_temp_id = next_temp_id
    next_temp_id -= 1

    image_mutate_operation = client.get_type("MutateOperation")
    image_asset: Asset = image_mutate_operation.asset_operation.create
    image_asset.resource_name = asset_service.asset_path(
        customer_id, image_asset_temp_id
    )
    # Provide a unique friendly name to identify your asset.
    # When there is an existing image asset with the same content but a different
    # name, the new name will be dropped silently.
    image_asset.name = logo_name
    image_asset.type_ = client.enums.AssetTypeEnum.IMAGE
    image_asset.image_asset.data = get_image_bytes_from_url(logo_url)
    operations.append(image_mutate_operation)

    if brand_guidelines_enabled:
        # Create CampaignAsset resources to link the Asset resources to the Campaign.
        campaign_service: CampaignServiceClient = client.get_service(
            "CampaignService"
        )

        business_name_mutate_operation: MutateOperation = client.get_type(
            "MutateOperation"
        )
        business_name_campaign_asset: CampaignAsset = (
            business_name_mutate_operation.campaign_asset_operation.create
        )
        business_name_campaign_asset.field_type = (
            client.enums.AssetFieldTypeEnum.BUSINESS_NAME
        )
        business_name_campaign_asset.campaign = campaign_service.campaign_path(
            customer_id, _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
        )
        business_name_campaign_asset.asset = asset_service.asset_path(
            customer_id, text_asset_temp_id
        )
        operations.append(business_name_mutate_operation)

        logo_mutate_operation: MutateOperation = client.get_type(
            "MutateOperation"
        )
        logo_campaign_asset: CampaignAsset = (
            logo_mutate_operation.campaign_asset_operation.create
        )
        logo_campaign_asset.field_type = client.enums.AssetFieldTypeEnum.LOGO
        logo_campaign_asset.campaign = campaign_service.campaign_path(
            customer_id, _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
        )
        logo_campaign_asset.asset = asset_service.asset_path(
            customer_id, image_asset_temp_id
        )
        operations.append(logo_mutate_operation)

    else:
        # Create AssetGroupAsset resources to link the Asset resources to the AssetGroup.
        asset_group_service: AssetGroupServiceClient = client.get_service(
            "AssetGroupService"
        )

        business_name_mutate_operation: MutateOperation = client.get_type(
            "MutateOperation"
        )
        business_name_asset_group_asset: AssetGroupAsset = (
            business_name_mutate_operation.asset_group_asset_operation.create
        )
        business_name_asset_group_asset.field_type = (
            client.enums.AssetFieldTypeEnum.BUSINESS_NAME
        )
        business_name_asset_group_asset.asset_group = (
            asset_group_service.asset_group_path(
                customer_id,
                _ASSET_GROUP_TEMPORARY_ID,
            )
        )
        business_name_asset_group_asset.asset = asset_service.asset_path(
            customer_id, text_asset_temp_id
        )
        operations.append(business_name_mutate_operation)

        logo_mutate_operation: MutateOperation = client.get_type(
            "MutateOperation"
        )
        logo_asset_group_asset: AssetGroupAsset = (
            logo_mutate_operation.asset_group_asset_operation.create
        )
        logo_asset_group_asset.field_type = client.enums.AssetFieldTypeEnum.LOGO
        logo_asset_group_asset.asset_group = (
            asset_group_service.asset_group_path(
                customer_id,
                _ASSET_GROUP_TEMPORARY_ID,
            )
        )
        logo_asset_group_asset.asset = asset_service.asset_path(
            customer_id, image_asset_temp_id
        )
        operations.append(logo_mutate_operation)

    return operations
add_performance_max_campaign.py
      

Ruby

# Creates a list of MutateOperations that create linked brand assets.
def create_and_link_brand_assets(
    client,
    customer_id,
    brand_guidelines_enabled,
    business_name,
    logo_url,
    logo_name)
  operations = []

  # Create the Text Asset.
  text_asset_temp_id = next_temp_id
  operations << client.operation.mutate do |m|
    m.asset_operation = client.operation.create_resource.asset do |a|
      a.resource_name = client.path.asset(customer_id, text_asset_temp_id)
      a.text_asset = client.resource.text_asset do |text_asset|
        text_asset.text = business_name
      end
    end
  end

  # Create the Image Asset.
  image_asset_temp_id = next_temp_id
  operations << client.operation.mutate do |m|
    m.asset_operation = client.operation.create_resource.asset do |a|
      a.resource_name = client.path.asset(customer_id, image_asset_temp_id)
      # Provide a unique friendly name to identify your asset.
      # When there is an existing image asset with the same content but a different
      # name, the new name will be dropped silently.
      a.name = logo_name
      a.type = :IMAGE
      a.image_asset = client.resource.image_asset do |image_asset|
        image_asset.data = get_image_bytes(logo_url)
      end
    end
  end

  if brand_guidelines_enabled
    # Create CampaignAsset resources to link the Asset resources to the Campaign.
    operations << client.operation.mutate do |m|
      m.campaign_asset_operation = client.operation.create_resource.
          campaign_asset do |ca|
        ca.field_type = :BUSINESS_NAME
        ca.campaign = client.path.campaign(
          customer_id,
          PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
        )
        ca.asset = client.path.asset(customer_id, text_asset_temp_id)
      end
    end

    operations << client.operation.mutate do |m|
      m.campaign_asset_operation = client.operation.create_resource.
          campaign_asset do |ca|
        ca.field_type = :LOGO
        ca.campaign = client.path.campaign(
          customer_id,
          PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
        )
        ca.asset = client.path.asset(customer_id, image_asset_temp_id)
      end
    end
  else
    # Create AssetGroupAsset resources to link the Asset resources to the AssetGroup.
    operations << client.operation.mutate do |m|
      m.asset_group_asset_operation = client.operation.create_resource.
          asset_group_asset do |aga|
        aga.field_type = :BUSINESS_NAME
        aga.asset_group = client.path.asset_group(
          customer_id,
          ASSET_GROUP_TEMPORARY_ID,
        )
        aga.asset = client.path.asset(customer_id, text_asset_temp_id)
      end
    end

    operations << client.operation.mutate do |m|
      m.asset_group_asset_operation = client.operation.create_resource.
          asset_group_asset do |aga|
        aga.field_type = :LOGO
        aga.asset_group = client.path.asset_group(
          customer_id,
          ASSET_GROUP_TEMPORARY_ID,
        )
        aga.asset = client.path.asset(customer_id, image_asset_temp_id)
      end
    end
  end

  operations
end
add_performance_max_campaign.rb
      

Perl

# Creates a list of MutateOperations that create linked brand assets.
sub create_and_link_brand_assets {
  my ($customer_id, $brand_guidelines_enabled, $business_name, $logo_url,
    $logo_name)
    = @_;

  my $operations = [];

  # Create the text asset.
  my $text_asset_temp_id = $next_temp_id--;
  push @$operations,
    Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation->
    new({
      assetOperation =>
        Google::Ads::GoogleAds::V22::Services::AssetService::AssetOperation->
        new({
          create => Google::Ads::GoogleAds::V22::Resources::Asset->new({
              resourceName =>
                Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                $customer_id, $text_asset_temp_id
                ),
              textAsset => Google::Ads::GoogleAds::V22::Common::TextAsset->new({
                  text => $business_name
                })})})});

  # Create the image asset.
  my $image_asset_temp_id = $next_temp_id--;
  push @$operations,
    Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation->
    new({
      assetOperation =>
        Google::Ads::GoogleAds::V22::Services::AssetService::AssetOperation->
        new({
          create => Google::Ads::GoogleAds::V22::Resources::Asset->new({
              resourceName =>
                Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                $customer_id, $image_asset_temp_id
                ),
              # Provide a unique friendly name to identify your asset.
              # When there is an existing image asset with the same content but a different
              # name, the new name will be dropped silently.
              name       => $logo_name,
              imageAsset =>
                Google::Ads::GoogleAds::V22::Common::ImageAsset->new({
                  data => get_base64_data_from_url($logo_url)})})})});

  if ($brand_guidelines_enabled) {
    # Create CampaignAsset resources to link the Asset resources to the Campaign.
    push @$operations,
      Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignAssetOperation =>
          Google::Ads::GoogleAds::V22::Services::CampaignAssetService::CampaignAssetOperation
          ->new({
            create =>
              Google::Ads::GoogleAds::V22::Resources::CampaignAsset->new({
                fieldType => BUSINESS_NAME,
                campaign  =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::campaign(
                  $customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                  ),
                asset =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                  $customer_id, $text_asset_temp_id
                  )})})});

    push @$operations,
      Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignAssetOperation =>
          Google::Ads::GoogleAds::V22::Services::CampaignAssetService::CampaignAssetOperation
          ->new({
            create =>
              Google::Ads::GoogleAds::V22::Resources::CampaignAsset->new({
                fieldType => LOGO,
                campaign  =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::campaign(
                  $customer_id, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID
                  ),
                asset =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                  $customer_id, $image_asset_temp_id
                  )})})});
  } else {
    # Create AssetGroupAsset resources to link the Asset resources to the AssetGroup.
    push @$operations,
      Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation
      ->new({
        assetGroupAssetOperation =>
          Google::Ads::GoogleAds::V22::Services::AssetGroupAssetService::AssetGroupAssetOperation
          ->new({
            create =>
              Google::Ads::GoogleAds::V22::Resources::AssetGroupAsset->new({
                asset =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                  $customer_id, $text_asset_temp_id
                  ),
                assetGroup =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset_group(
                  $customer_id, ASSET_GROUP_TEMPORARY_ID
                  ),
                fieldType => BUSINESS_NAME
              })})});

    push @$operations,
      Google::Ads::GoogleAds::V22::Services::GoogleAdsService::MutateOperation
      ->new({
        assetGroupAssetOperation =>
          Google::Ads::GoogleAds::V22::Services::AssetGroupAssetService::AssetGroupAssetOperation
          ->new({
            create =>
              Google::Ads::GoogleAds::V22::Resources::AssetGroupAsset->new({
                asset =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset(
                  $customer_id, $image_asset_temp_id
                  ),
                assetGroup =>
                  Google::Ads::GoogleAds::V22::Utils::ResourceNames::asset_group(
                  $customer_id, ASSET_GROUP_TEMPORARY_ID
                  ),
                fieldType => LOGO
              })})});
  }

  return $operations;
}
add_performance_max_campaign.pl
      

Migração automática

A partir de 1º de junho de 2025, vamos começar a ativar automaticamente as diretrizes da marca para campanhas Performance Max que usam os mesmos recursos de marca (BUSINESS_NAME, LOGO e LANDSCAPE_LOGO) em todos os grupos de recursos. Todas as campanhas que podem ser migradas automaticamente serão migradas até 30 de outubro de 2025.

• A migração automática só vai ocorrer em campanhas que usam um nome e um logotipo consistentes em todos os grupos de recursos. Se a campanha tiver variações nesses recursos, ela não será migrada automaticamente.
• Todas as campanhas Performance Max qualificadas em um ID de cliente serão migradas simultaneamente.
• Após a migração, cada campanha terá um conjunto próprio de recursos de marca armazenados no nível da campanha usando CampaignAsset.

Para saber se uma campanha foi migrada, verifique o campo Campaign.brand_guidelines_enabled.

Migração manual

As campanhas que não se qualificam para a migração automática precisam ser migradas manualmente para ativar as diretrizes de marca.

Campaign.brand_guidelines_enabled indica se uma campanha já está ativada para as diretrizes da marca. Para ativar manualmente as diretrizes de marca em uma campanha, use CampaignService.EnablePMaxBrandGuidelines em vez de atualizar o campo brand_guidelines_enabled diretamente, já que ele é imutável. Defina auto_populate_brand_assets como true para preencher automaticamente a campanha com os recursos da marca de melhor performance. Caso contrário, forneça os recursos manualmente na operação com brand_assets. Não é possível desativar as diretrizes de marca em uma campanha.

Observação: ao migrar campanhas, há um limite de 10 EnableOperations em uma única solicitação CampaignService.EnablePMaxBrandGuidelines.