Performance Max-Kampagne erstellen

Mit den erforderlichen Assets und dem Budget kann die Kampagne jetzt erstellt werden.

Performance Max-Kampagnen haben einen AdvertisingChannelType von PERFORMANCE_MAX. Es sollte kein AdvertisingChannelSubType festgelegt sein.

Die einzigen unterstützten Gebotsstrategien sind:

Portfolio-Gebotsstrategien, die mit der BiddingStrategyService erstellt wurden, werden für Performance Max-Kampagnen nicht unterstützt. Erstellen Sie in einer Portfolio-Gebotsstrategie weniger Kampagnen und mehr Asset-Gruppen, anstatt mehrere Kampagnen zu erstellen.

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 the Final URL expansion opt out. This flag is specific to
          // Performance Max campaigns. If opted out (True), only the final URLs in
          // the asset group or URLs specified in the advertiser's Google Merchant
          // Center or business data feeds are targeted.
          // If opted in (False), the entire domain will be targeted. For best
          // results, set this value to false to opt in and allow URL expansions. You
          // can optionally add exclusions to limit traffic to parts of your website.
          .setUrlExpansionOptOut(false)
          // 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))
          // Optional fields.
          .setStartDate(new DateTime().plusDays(1).toString("yyyyMMdd"))
          .setEndDate(new DateTime().plusDays(365).toString("yyyyMMdd"))
          .build();

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

AddPerformanceMaxCampaign.java

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)
{
    MutateOperation operation = new MutateOperation()
    {
        CampaignOperation = new CampaignOperation()
        {
            Create = new Campaign()
            {
                Name = "Performance Max campaign #" + ExampleUtilities.GetRandomString(),

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

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

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

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

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

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

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

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

    return operation;
}

AddPerformanceMaxCampaign.cs

PHP

private static function createPerformanceMaxCampaignOperation(
    int $customerId,
    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
                ]),

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

                // 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,

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

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

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

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

    return mutate_operation
add_performance_max_campaign.py

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

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

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

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

Perl

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

  # Create a mutate operation that creates a campaign operation.
  return
    Google::Ads::GoogleAds::V20::Services::GoogleAdsService::MutateOperation->
    new({
      campaignOperation =>
        Google::Ads::GoogleAds::V20::Services::CampaignService::CampaignOperation
        ->new({
          create => Google::Ads::GoogleAds::V20::Resources::Campaign->new({
              # Assign the resource name with a temporary ID.
              resourceName =>
                Google::Ads::GoogleAds::V20::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::V20::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::V20::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::V20::Common::MaximizeConversionValue->
                new({
                  targetRoas => 3.5
                }
                ),

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

              # 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,

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

Gebotsempfehlungen

Die Google Ads API bietet zwei Empfehlungstypen, mit denen Sie das Bidding für Ihre Performance Max-Kampagne optimieren können:

Weitere Informationen zur Verwendung von Empfehlungen finden Sie im Leitfaden zum Optimierungsfaktor und zu Empfehlungen.

Markenrichtlinien

Mit Markenrichtlinien können Sie festlegen, wie Ihre Marke in automatisch erstellten Assets oder Formaten Ihrer Performance Max-Kampagne dargestellt wird. Ab Google Ads API v21 werden bei allen neuen Performance Max-Kampagnen für Onlineverkäufe oder Lead-Generierung (Standard) und Performance Max-Kampagnen für Onlineverkäufe mit einem Produktfeed (Einzelhandel) automatisch Markenrichtlinien aktiviert. Wenn Sie die Markenrichtlinien für Ihre neuen Kampagnen nicht aktivieren möchten, legen Sie beim Erstellen Ihrer neuen Performance Max-Kampagne Campaign.brand_guidelines_enabled auf false fest.

Bei Performance Max-Kampagnen mit aktivierten Markenrichtlinien werden Assets auf Kampagnenebene für Marken-Asset-Feldtypen verwendet (BUSINESS_NAME, LOGO und LANDSCAPE_LOGO). Sie müssen Marken-Assets mit der Kampagne verknüpfen. Verwenden Sie dazu CampaignAsset. Die Kampagne muss Folgendes enthalten:

  • Genau ein BUSINESS_NAME-Asset
  • Mindestens ein LOGO-Asset und bis zu vier optionale zusätzliche Logo-Assets vom Typ LOGO oder LANDSCAPE_LOGO
enthalten.

Optionale Richtlinien für Farben und Schriftarten für die Kampagne können über das Feld Campaign.brand_guidelines festgelegt werden:

Automatische Migration

Ab dem 1. Juni 2025 werden Markenrichtlinien automatisch für Performance Max-Kampagnen aktiviert, in denen in allen Asset-Gruppen dieselben Marken-Assets (BUSINESS_NAME, LOGO und LANDSCAPE_LOGO) verwendet werden. Alle Kampagnen, die automatisch migriert werden können, werden bis zum 30. Oktober 2025 umgestellt.

  • Die automatische Migration erfolgt nur für Kampagnen, in denen in jeder Asset-Gruppe ein einheitlicher Unternehmensname und ein einheitliches Logo verwendet werden. Wenn Ihre Kampagne Varianten dieser Assets enthält, wird sie nicht automatisch migriert.
  • Alle infrage kommenden Performance Max-Kampagnen unter einer Kunden-ID werden gleichzeitig migriert.
  • Nach der Migration hat jede migrierte Kampagne eigene Markenelemente, die auf Kampagnenebene mit CampaignAsset gespeichert werden.

Ob eine Kampagne migriert wurde, erkennen Sie am Feld Campaign.brand_guidelines_enabled.

Manuelle Migration

Bei Kampagnen, die nicht für die automatische Migration infrage kommen, ist eine manuelle Migration erforderlich, um Markenrichtlinien zu aktivieren.

Campaign.brand_guidelines_enabled gibt an, ob eine bestehende Kampagne für Markenrichtlinien aktiviert ist. Wenn Sie Markenrichtlinien für eine vorhandene Kampagne manuell aktivieren möchten, verwenden Sie CampaignService.EnablePMaxBrandGuidelines, anstatt das Feld brand_guidelines_enabled direkt zu aktualisieren, da das Feld unveränderlich ist. Legen Sie auto_populate_brand_assets auf true fest, damit die Kampagne automatisch mit leistungsstarken Marken-Assets gefüllt wird. Andernfalls müssen Sie die Assets im Vorgang manuell mit brand_assets angeben. Das Deaktivieren von Markenrichtlinien für eine Kampagne wird nicht unterstützt.

Optional: Erweiterung der finalen URL

Mit der URL-Erweiterung lässt sich die Leistung Ihrer Performance Max-Kampagnen optimieren. Mit der URL-Erweiterung können Sie die finale URL durch eine relevantere Landingpage und einen dynamischen Anzeigentitel ersetzen, die auf der Nutzerabsicht basieren. Standardmäßig gilt für die URL-Erweiterung Folgendes:

  • „Aus“, wenn Produktfilter angewendet werden.
  • Aktiviert, wenn die Ausrichtung auf alle Produkte erfolgt.

Legen Sie die Campaign.final_url_expansion_opt_out fest, um diese Standardeinstellungen zu ändern.

Verwenden Sie WEBPAGE Kampagnenkriterien, um Ausschlüsse für die Erweiterung der URL festzulegen.

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