Visitantes que realizaram determinadas ações

É possível preencher sua lista de públicos-alvo com pessoas que realizaram ações específicas no seu website. Se você usa o acompanhamento de conversões, é possível segmentar anúncios para pessoas que acionaram uma conversão (como uma compra) no seu site.

Também é possível segmentar anúncios para pessoas que realizaram determinada ação no seu site que você não considera como uma conversão, como quando uma pessoa adiciona, mas exclui um item do carrinho sem finalizar a compra.

Pré-requisitos

Para criar e segmentar públicos-alvo, primeiro você precisa:

1. Analise a política de publicidade com base em interesses e local. Não é possível usar informações sensíveis sobre os usuários para criar públicos-alvo.

2. Configure a tag do Google.

   Os anunciantes que buscam criar listas de usuários com base no comportamento do app para dispositivos móveis precisam implementar o SDK do Firebase ou trabalhar com SDKs de terceiros para rastrear o comportamento no aplicativo.

1. Configure o acompanhamento de conversões. Siga as instruções na visão geral do gerenciamento de conversões. Em seguida, instale a tag do Google no seu site.

Recuperar a tag do Google

Todas as contas do Google Ads têm exatamente uma tag do Google no nível da conta, criada automaticamente quando a conta é aberta.

Para recuperar a tag do Google na IU do Google Ads, siga as instruções da Central de Ajuda ou na API Google Ads. Para isso, crie um parâmetro RemarketingAction e extraia a tag do Google emitindo uma solicitação GoogleAdsService.searchStream usando o recurso remarketing_action:

SELECT
  remarketing_action.id,
  remarketing_action.name,
  remarketing_action.tag_snippets
FROM remarketing_action
WHERE remarketing_action.resource_name = 'REMARKETING_ACTION_RESOURCE_NAME'

Instalar a tag do Google no seu site ou app

A próxima etapa é instalar a tag do Google em todas as páginas do site. Saiba como adicionar a tag do Google ao seu site ou app para dispositivos móveis.

Se você planeja criar segmentos de público-alvo com base apenas nos URLs das páginas visitadas, não é necessário editar a tag do Google. Se você estiver usando parâmetros personalizados, precisará editar sua tag para incluí-los, conforme detalhado em Estratégias avançadas para codificar e criar listas de remarketing.

Você pode usar o Assistente de tags do Google para validar a instalação da tag.

Parâmetros integrados da tag do Google

Você pode usar o parâmetro de remarketing integrado url__ para segmentar uma lista de usuários com base nos URLs que as pessoas acessaram no seu site, como demonstrado no exemplo "Visitantes do seu site".

Parâmetros personalizados da tag do Google

É possível adicionar parâmetros personalizados da tag do Google à tag para criar listas de usuários mais personalizadas.

Antes de criar seus próprios parâmetros personalizados, confira a lista de parâmetros predefinidos para verificar se já existe um adequado para seu caso de uso. O uso de parâmetros predefinidos facilita a integração com outros recursos de remarketing do Google Ads.

Criar a lista de usuários

Para segmentar visitantes que realizaram ações específicas, é necessário definir o campo basic_user_list de uma UserList com um objeto BasicUserListInfo que contém referências às ações que você está segmentando, sejam elas de conversões ou não.

Para conferir um tutorial completo de um cenário de exemplo em que você segmenta usuários com base em uma combinação de ações de conversão e não conversão, confira o Cenário de exemplo.

Visitantes que acionaram uma conversão

Uma lista básica de usuários define a associação como pessoas que acionaram uma ou mais ações de conversão no seu site. Ao criar uma lista básica de usuários, você fornece o nome do recurso da ConversionAction a um objeto UserListActionInfo, que é transmitido para a UserList.

O exemplo a seguir cria uma lista básica de usuários associada a duas ações de conversão atuais:

Java

private void runExample(
    GoogleAdsClient googleAdsClient, long customerId, List<Long> conversionActionIds) {
  List<UserListActionInfo> userListActionInfoList = new ArrayList<>();
  for (long conversionActionId : conversionActionIds) {
    // Creates the UserListActionInfo object for a given conversion action. This specifies the
    // conversion action that, when triggered, will cause a user to be added to a UserList.
    UserListActionInfo userListActionInfo =
        UserListActionInfo.newBuilder()
            .setConversionAction(ResourceNames.conversionAction(customerId, conversionActionId))
            .build();
    userListActionInfoList.add(userListActionInfo);
  }

  // Creates a basic user list info object with all of the conversion actions.
  BasicUserListInfo basicUserListInfo =
      BasicUserListInfo.newBuilder().addAllActions(userListActionInfoList).build();

  // Creates the basic user list.
  UserList basicUserList =
      UserList.newBuilder()
          .setName("Example BasicUserList #" + getPrintableDateTime())
          .setDescription("A list of people who have triggered one or more conversion actions")
          .setMembershipLifeSpan(365)
          .setBasicUserList(basicUserListInfo)
          .setMembershipStatus(UserListMembershipStatus.OPEN)
          .build();

  // Creates the operation.
  UserListOperation operation = UserListOperation.newBuilder().setCreate(basicUserList).build();

  // Creates the service client.
  try (UserListServiceClient userListServiceClient =
      googleAdsClient.getLatestVersion().createUserListServiceClient()) {
    // Adds the basic user list.
    MutateUserListsResponse response =
        userListServiceClient.mutateUserLists(
            Long.toString(customerId), ImmutableList.of(operation));
    // Prints the results.
    System.out.printf(
        "Created basic user list with resource name '%s'.%n",
        response.getResults(0).getResourceName());
  }
}
AddConversionBasedUserList.java
      

C#

public void Run(GoogleAdsClient client, long customerId, long[] conversionActionIds)
{
    // Creates the service client.
    UserListServiceClient userListServiceClient =
        client.GetService(Services.V16.UserListService);

    List<UserListActionInfo> userListActionInfoList = new List<UserListActionInfo>();
    foreach (long conversionActionId in conversionActionIds)
    {
        // Creates the UserListActionInfo object for a given conversion action. This
        // specifies the conversion action that, when triggered, will cause a user to be
        // added to a UserList.
        userListActionInfoList.Add(new UserListActionInfo
        {
            ConversionAction =
                ResourceNames.ConversionAction(customerId, conversionActionId)
        });
    }

    // Creates a basic user list info object with all of the conversion actions.
    BasicUserListInfo basicUserListInfo = new BasicUserListInfo();
    basicUserListInfo.Actions.Add(userListActionInfoList);

    // Creates the basic user list.
    UserList basicUserList = new UserList
    {
        Name = $"Example BasicUserList #{ExampleUtilities.GetShortRandomString()}",
        Description = "A list of people who have triggered one or more conversion actions",
        MembershipLifeSpan = 365L,
        BasicUserList = basicUserListInfo,
        MembershipStatus = UserListMembershipStatus.Open
    };

    // Creates the operation.
    UserListOperation operation = new UserListOperation
    {
        Create = basicUserList
    };

    try
    {
        // Adds the new user list.
        MutateUserListsResponse response = userListServiceClient.MutateUserLists
            (customerId.ToString(), new[] { operation });

        // Prints the result.
        Console.WriteLine("Created basic user list with resource name: " +
            $"{response.Results.First().ResourceName}");
    }
    catch (GoogleAdsException e)
    {
        Console.WriteLine("Failure:");
        Console.WriteLine($"Message: {e.Message}");
        Console.WriteLine($"Failure: {e.Failure}");
        Console.WriteLine($"Request ID: {e.RequestId}");
        throw;
    }
}
AddConversionBasedUserList.cs
      

PHP

public static function runExample(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    array $conversionActionIds
) {
    $userListActionInfoList = [];
    foreach ($conversionActionIds as $conversionActionId) {
        // Creates the UserListActionInfo object for a given conversion action. This specifies
        // the conversion action that, when triggered, will cause a user to be added to a
        // UserList.
        $userListActionInfoList[] = new UserListActionInfo([
            'conversion_action' => ResourceNames::forConversionAction(
                $customerId,
                $conversionActionId
            )
        ]);
    }

    // Creates a basic user list info object with all of the conversion actions.
    $basicUserListInfo = new BasicUserListInfo(['actions' => $userListActionInfoList]);

    // Creates the basic user list.
    $basicUserList = new UserList([
        'name' => 'Example BasicUserList #' . Helper::getPrintableDatetime(),
        'description' => 'A list of people who have triggered one or more conversion actions',
        'membership_status' => UserListMembershipStatus::OPEN,
        'membership_life_span' => 365,
        'basic_user_list' => $basicUserListInfo
    ]);

    // Creates the operation.
    $operation = new UserListOperation();
    $operation->setCreate($basicUserList);

    // Issues a mutate request to add the user list and prints some information.
    $userListServiceClient = $googleAdsClient->getUserListServiceClient();
    $response = $userListServiceClient->mutateUserLists(
        MutateUserListsRequest::build($customerId, [$operation])
    );
    printf(
        "Created basic user list with resource name '%s'.%s",
        $response->getResults()[0]->getResourceName(),
        PHP_EOL
    );
}
AddConversionBasedUserList.php
      

Python

def main(client, customer_id, conversion_action_ids):
    """Creates a combination user list.

    Args:
        client: The Google Ads client.
        customer_id: The customer ID for which to add the user list.
        conversion_action_ids: The IDs of the conversion actions for the basic
            user list.
    """
    # Get the UserListService and ConversionActionService clients.
    user_list_service = client.get_service("UserListService")
    conversion_action_service = client.get_service("ConversionActionService")

    # Create a list of UserListActionInfo objects for the given conversion
    # actions. These specify the conversion actions that, when triggered, will
    # cause a user to be added to a UserList.
    user_list_action_info_list = []
    for conversion_action_id in conversion_action_ids:
        user_list_action_info = client.get_type("UserListActionInfo")
        user_list_action_info.conversion_action = (
            conversion_action_service.conversion_action_path(
                customer_id, conversion_action_id
            )
        )
        user_list_action_info_list.append(user_list_action_info)

    # Create a UserListOperation and populate the UserList.
    user_list_operation = client.get_type("UserListOperation")
    user_list = user_list_operation.create
    user_list.name = f"Example BasicUserList #{uuid4()}"
    user_list.description = (
        "A list of people who have triggered one or more conversion actions"
    )
    user_list.membership_status = client.enums.UserListMembershipStatusEnum.OPEN
    user_list.membership_life_span = 365
    # The basic user list info object contains the conversion action info.
    user_list.basic_user_list.actions.extend(user_list_action_info_list)

    # Issue a mutate request to add the user list, then print the results.
    response = user_list_service.mutate_user_lists(
        customer_id=customer_id, operations=[user_list_operation]
    )
    print(
        "Created basic user list with resource name "
        f"'{response.results[0].resource_name}.'"
    )
add_conversion_based_user_list.py
      

Ruby

def add_conversion_based_user_list(customer_id, conversion_action_ids)
  # GoogleAdsClient will read a config file from
  # ENV['HOME']/google_ads_config.rb when called without parameters
  client = Google::Ads::GoogleAds::GoogleAdsClient.new

  # Creates the basic user list.
  operation = client.operation.create_resource.user_list do |u|
    u.name = "Example BasicUserList ##{(Time.new.to_f * 100).to_i}"
    u.description = "A list of people who have triggered one or more conversion actions"
    u.membership_status = :OPEN
    u.membership_life_span = 365
    # Creates a basic user list info object with all of the conversion actions.
    u.basic_user_list = client.resource.basic_user_list_info do |info|
      conversion_action_ids.each do |conversion_action_id|
        # Creates the UserListActionInfo object for a given conversion action.
        # This specifies the conversion action that, when triggered, will cause a
        # user to be added to a user_list.
        info.actions << client.resource.user_list_action_info do |action|
          action.conversion_action =
            client.path.conversion_action(customer_id, conversion_action_id)
        end
      end
    end
  end

  # Issues a mutate request to add the user list and prints some information.
  response = client.service.user_list.mutate_user_lists(
    customer_id: customer_id,
    operations: [operation],
  )

  puts "Created basic user list with resource name " \
    "#{response.results.first.resource_name}"
end
add_conversion_based_user_list.rb
      

Perl

sub add_conversion_based_user_list {
  my ($api_client, $customer_id, $conversion_action_ids) = @_;

  my $user_list_action_info_list = [];
  foreach my $conversion_action_id (@$conversion_action_ids) {
    # Create the UserListActionInfo object for a given conversion action. This
    # specifies the conversion action that, when triggered, will cause a user to
    # be added to a UserList.
    push @$user_list_action_info_list,
      Google::Ads::GoogleAds::V16::Common::UserListActionInfo->new({
        conversionAction =>
          Google::Ads::GoogleAds::V16::Utils::ResourceNames::conversion_action(
          $customer_id, $conversion_action_id
          )});
  }

  # Create a basic user list info object with all of the conversion actions.
  my $basic_user_list_info =
    Google::Ads::GoogleAds::V16::Common::BasicUserListInfo->new({
      actions => $user_list_action_info_list
    });

  # Create the basic user list.
  my $basic_user_list = Google::Ads::GoogleAds::V16::Resources::UserList->new({
    name        => "Example BasicUserList #" . uniqid(),
    description =>
      "A list of people who have triggered one or more conversion actions",
    membershipStatus   => OPEN,
    membershipLifeSpan => 365,
    basicUserList      => $basic_user_list_info
  });

  # Create the operation.
  my $user_list_operation =
    Google::Ads::GoogleAds::V16::Services::UserListService::UserListOperation->
    new({
      create => $basic_user_list
    });

  # Issue a mutate request to add the user list and print some information.
  my $user_lists_response = $api_client->UserListService()->mutate({
      customerId => $customer_id,
      operations => [$user_list_operation]});

  printf
    "Created basic user list with resource name '%s'.\n",
    $user_lists_response->{results}[0]{resourceName};

  return 1;
}
add_conversion_based_user_list.pl
      

Visitantes que realizaram ações sem conversão

Para criar uma lista básica de usuários que realizaram ações no seu site que você não considera conversões, associe-a a uma RemarketingAction em vez de uma ConversionAction.

Importante :um RemarketingAction não aparece na seção "Conversões" da interface do Google Ads. O status é sempre definido como HIDDEN e não pode ser alterado.

Recuperar a lista

Para recuperar sua lista de usuários, você pode emitir a seguinte consulta da Linguagem de consulta do Google Ads para o recurso user_list.

SELECT
  user_list.name,
  user_list.membership_status,
  user_list.membership_life_span
FROM user_list
WHERE
  user_list.resource_name = 'USER_LIST_RESOURCE_NAME'

Segmentar a lista

Depois de criar o segmento de público-alvo, a próxima etapa é segmentá-lo.

Regras de segmentação do segmento de público-alvo

1. As listas de usuários positivas (que recebem lances) não podem ser definidas no nível da campanha e do grupo de anúncios ao mesmo tempo. Os critérios da lista de usuários positivos precisam ser removidos de todos os grupos de anúncios de uma campanha para que um critério possa ser definido para a campanha.

2. A segmentação positiva por lista de usuários é permitida apenas para as campanhas da rede de pesquisa. Nas campanhas de display, os CampaignCriterion que definem user_list precisam ser excluídos.

3. Nas campanhas de pesquisa e do Shopping, as segmentações por lista de usuários não permitem definir os seguintes campos:

   • url_custom_parameters
   • tracking_url_template
   • final_urls
   • final_mobile_urls

Segmente anúncios para sua lista de usuários

O processo é similar a outros tipos de critérios de segmentação na API. O código a seguir demonstra como usar um AdGroupCriterion para segmentar anúncios em um grupo para uma lista de usuários:

Java

private String targetAdsInAdGroupToUserList(
    GoogleAdsClient googleAdsClient, long customerId, long adGroupId, String userList) {
  // Creates the ad group criterion targeting members of the user list.
  AdGroupCriterion adGroupCriterion =
      AdGroupCriterion.newBuilder()
          .setAdGroup(ResourceNames.adGroup(customerId, adGroupId))
          .setUserList(UserListInfo.newBuilder().setUserList(userList).build())
          .build();

  // Creates the operation.
  AdGroupCriterionOperation operation =
      AdGroupCriterionOperation.newBuilder().setCreate(adGroupCriterion).build();

  // Creates the ad group criterion service.
  try (AdGroupCriterionServiceClient adGroupCriterionServiceClient =
      googleAdsClient.getLatestVersion().createAdGroupCriterionServiceClient()) {
    // Adds the ad group criterion.
    MutateAdGroupCriteriaResponse response =
        adGroupCriterionServiceClient.mutateAdGroupCriteria(
            Long.toString(customerId), ImmutableList.of(operation));
    // Gets and prints the results.
    String adGroupCriterionResourceName = response.getResults(0).getResourceName();
    System.out.printf(
        "Successfully created ad group criterion with resource name '%s' "
            + "targeting user list with resource name '%s' with ad group with ID %d.%n",
        adGroupCriterionResourceName, userList, adGroupId);
    return adGroupCriterionResourceName;
  }
}
SetUpRemarketing.java
      

C#

private string TargetAdsInAdGroupToUserList(
    GoogleAdsClient client, long customerId, long adGroupId, string userListResourceName)
{
    // Get the AdGroupCriterionService client.
    AdGroupCriterionServiceClient adGroupCriterionServiceClient = client.GetService
        (Services.V16.AdGroupCriterionService);

    // Create the ad group criterion targeting members of the user list.
    AdGroupCriterion adGroupCriterion = new AdGroupCriterion
    {
        AdGroup = ResourceNames.AdGroup(customerId, adGroupId),
        UserList = new UserListInfo
        {
            UserList = userListResourceName
        }
    };

    // Create the operation.
    AdGroupCriterionOperation adGroupCriterionOperation = new AdGroupCriterionOperation
    {
        Create = adGroupCriterion
    };

    // Add the ad group criterion, then print and return the new criterion's resource name.
    MutateAdGroupCriteriaResponse mutateAdGroupCriteriaResponse =
        adGroupCriterionServiceClient.MutateAdGroupCriteria(customerId.ToString(),
            new[] { adGroupCriterionOperation });

    string adGroupCriterionResourceName =
        mutateAdGroupCriteriaResponse.Results.First().ResourceName;
    Console.WriteLine("Successfully created ad group criterion with resource name " +
        $"'{adGroupCriterionResourceName}' targeting user list with resource name " +
        $"'{userListResourceName}' with ad group with ID {adGroupId}.");
    return adGroupCriterionResourceName;
}
SetUpRemarketing.cs
      

PHP

private static function targetAdsInAdGroupToUserList(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    int $adGroupId,
    string $userListResourceName
): string {
    // Creates the ad group criterion targeting members of the user list.
    $adGroupCriterion = new AdGroupCriterion([
        'ad_group' => ResourceNames::forAdGroup($customerId, $adGroupId),
        'user_list' => new UserListInfo(['user_list' => $userListResourceName])
    ]);

    // Creates the operation.
    $operation = new AdGroupCriterionOperation();
    $operation->setCreate($adGroupCriterion);

    // Issues a mutate request to add an ad group criterion.
    $adGroupCriterionServiceClient = $googleAdsClient->getAdGroupCriterionServiceClient();
    /** @var MutateAdGroupCriteriaResponse $adGroupCriterionResponse */
    $adGroupCriterionResponse = $adGroupCriterionServiceClient->mutateAdGroupCriteria(
        MutateAdGroupCriteriaRequest::build($customerId, [$operation])
    );

    $adGroupCriterionResourceName =
        $adGroupCriterionResponse->getResults()[0]->getResourceName();
    printf(
        "Successfully created ad group criterion with resource name '%s' " .
        "targeting user list with resource name '%s' with ad group with ID %d.%s",
        $adGroupCriterionResourceName,
        $userListResourceName,
        $adGroupId,
        PHP_EOL
    );

    return $adGroupCriterionResourceName;
}
SetUpRemarketing.php
      

Python

def target_ads_in_ad_group_to_user_list(
    client, customer_id, ad_group_id, user_list_resource_name
):
    """Creates an ad group criterion that targets a user list with an ad group.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a str client customer ID used to create an ad group
            criterion.
        ad_group_id: a str ID for an ad group used to create an ad group
            criterion that targets members of a user list.
        user_list_resource_name: a str resource name for a user list.

    Returns:
        a str resource name for an ad group criterion.
    """
    ad_group_criterion_operation = client.get_type("AdGroupCriterionOperation")
    # Creates the ad group criterion targeting members of the user list.
    ad_group_criterion = ad_group_criterion_operation.create
    ad_group_criterion.ad_group = client.get_service(
        "AdGroupService"
    ).ad_group_path(customer_id, ad_group_id)
    ad_group_criterion.user_list.user_list = user_list_resource_name

    ad_group_criterion_service = client.get_service("AdGroupCriterionService")
    response = ad_group_criterion_service.mutate_ad_group_criteria(
        customer_id=customer_id, operations=[ad_group_criterion_operation]
    )
    resource_name = response.results[0].resource_name
    print(
        "Successfully created ad group criterion with resource name: "
        f"'{resource_name}' targeting user list with resource name: "
        f"'{user_list_resource_name}' and with ad group with ID "
        f"{ad_group_id}."
    )
    return resource_name
set_up_remarketing.py
      

Ruby

def target_ads_in_ad_group_to_user_list(
  client,
  customer_id,
  ad_group_id,
  user_list
)
  # Creates the ad group criterion targeting members of the user list.
  operation = client.operation.create_resource.ad_group_criterion do |agc|
    agc.ad_group = client.path.ad_group(customer_id, ad_group_id)
    agc.user_list = client.resource.user_list_info do |info|
      info.user_list = user_list
    end
  end

  # Issues a mutate request to create the ad group criterion.
  response = client.service.ad_group_criterion.mutate_ad_group_criteria(
    customer_id: customer_id,
    operations: [operation],
  )
  ad_group_criterion_resource_name = response.results.first.resource_name
  puts "Successfully created ad group criterion with resource name " \
    "'#{ad_group_criterion_resource_name}' targeting user list with resource name " \
    "'#{user_list}' with ad group with ID #{ad_group_id}"

  ad_group_criterion_resource_name
end
set_up_remarketing.rb
      

Perl

sub target_ads_in_ad_group_to_user_list {
  my ($api_client, $customer_id, $ad_group_id, $user_list_resource_name) = @_;

  # Create the ad group criterion targeting members of the user list.
  my $ad_group_criterion =
    Google::Ads::GoogleAds::V16::Resources::AdGroupCriterion->new({
      adGroup => Google::Ads::GoogleAds::V16::Utils::ResourceNames::ad_group(
        $customer_id, $ad_group_id
      ),
      userList => Google::Ads::GoogleAds::V16::Common::UserListInfo->new({
          userList => $user_list_resource_name
        })});

  # Create the operation.
  my $ad_group_criterion_operation =
    Google::Ads::GoogleAds::V16::Services::AdGroupCriterionService::AdGroupCriterionOperation
    ->new({
      create => $ad_group_criterion
    });

  # Add the ad group criterion, then print and return the new criterion's resource name.
  my $ad_group_criteria_response =
    $api_client->AdGroupCriterionService()->mutate({
      customerId => $customer_id,
      operations => [$ad_group_criterion_operation]});

  my $ad_group_criterion_resource_name =
    $ad_group_criteria_response->{results}[0]{resourceName};
  printf "Successfully created ad group criterion with resource name '%s' " .
    "targeting user list with resource name '%s' with ad group with ID %d.\n",
    $ad_group_criterion_resource_name, $user_list_resource_name, $ad_group_id;

  return $ad_group_criterion_resource_name;
}
set_up_remarketing.pl
      

Assim como acontece com outros tipos de critério, você pode atribuir outras propriedades ao objeto AdGroupCriterion, como substituições de lances.

Mudar os níveis de segmentação

Se você mudar dos critérios de lista de usuários no nível do grupo de anúncios para o nível da campanha, primeiro remova os critérios da lista de usuários existentes de cada grupo de anúncios ativado ou pausado nessa campanha. Clique nos elementos expansíveis para ver o exemplo de código de cada etapa.

Primeiro, recupere todos os adgroupCriteria em uma determinada campanha.

Java

private List<String> getUserListAdGroupCriterion(
    GoogleAdsClient googleAdsClient, long customerId, long campaignId) {
  List<String> userListCriteria = new ArrayList<>();
  // Creates the Google Ads service client.
  try (GoogleAdsServiceClient googleAdsServiceClient =
      googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
    // Creates a request that will retrieve all of the ad group criteria under a campaign.
    SearchGoogleAdsRequest request =
        SearchGoogleAdsRequest.newBuilder()
            .setCustomerId(Long.toString(customerId))
            .setPageSize(PAGE_SIZE)
            .setQuery(
                "SELECT ad_group_criterion.criterion_id"
                    + " FROM ad_group_criterion"
                    + " WHERE campaign.id = "
                    + campaignId
                    + " AND ad_group_criterion.type = 'USER_LIST'")
            .build();
    // Issues the search request.
    SearchPagedResponse searchPagedResponse = googleAdsServiceClient.search(request);
    // Iterates over all rows in all pages. Prints the results and adds the ad group criteria
    // resource names to the list.
    for (GoogleAdsRow googleAdsRow : searchPagedResponse.iterateAll()) {
      String adGroupCriterionResourceName = googleAdsRow.getAdGroupCriterion().getResourceName();
      System.out.printf(
          "Ad group criterion with resource name '%s' was found.%n",
          adGroupCriterionResourceName);
      userListCriteria.add(adGroupCriterionResourceName);
    }
  }
  return userListCriteria;
}
SetUpRemarketing.java
      

C#

private List<string> GetUserListAdGroupCriteria(
    GoogleAdsClient client, long customerId, long campaignId)
{
    // Get the GoogleAdsService client.
    GoogleAdsServiceClient googleAdsServiceClient =
        client.GetService(Services.V16.GoogleAdsService);

    List<string> userListCriteriaResourceNames = new List<string>();

    // Create a query that will retrieve all of the ad group criteria under a campaign.
    string query = $@"
        SELECT ad_group_criterion.criterion_id
        FROM ad_group_criterion
        WHERE
          campaign.id = {campaignId}
          AND ad_group_criterion.type = 'USER_LIST'";

    // Issue the search request.
    googleAdsServiceClient.SearchStream(customerId.ToString(), query,
        delegate (SearchGoogleAdsStreamResponse resp)
        {
            // Display the results and add the resource names to the list.
            foreach (GoogleAdsRow googleAdsRow in resp.Results)
            {
                string adGroupCriterionResourceName =
                    googleAdsRow.AdGroupCriterion.ResourceName;
                Console.WriteLine("Ad group criterion with resource name " +
                    $"{adGroupCriterionResourceName} was found.");
                userListCriteriaResourceNames.Add(adGroupCriterionResourceName);
            }
        });

    return userListCriteriaResourceNames;
}
SetUpRemarketing.cs
      

PHP

private static function getUserListAdGroupCriteria(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    int $campaignId
): array {
    // Creates a query that retrieves all of the ad group criteria under a campaign.
    $query = sprintf(
        "SELECT ad_group_criterion.criterion_id " .
        "FROM ad_group_criterion " .
        "WHERE campaign.id = %d " .
        "AND ad_group_criterion.type = 'USER_LIST'",
        $campaignId
    );

    // Creates the Google Ads service client.
    $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();

    // Issues the search request.
    $response = $googleAdsServiceClient->search(
        SearchGoogleAdsRequest::build($customerId, $query)->setPageSize(self::PAGE_SIZE)
    );

    $userListCriteria = [];
    // Iterates over all rows in all pages. Prints the user list criteria and adds the ad group
    // criteria resource names to the list.
    foreach ($response->iterateAllElements() as $googleAdsRow) {
        /** @var GoogleAdsRow $googleAdsRow */
        $adGroupCriterionResourceName = $googleAdsRow->getAdGroupCriterion()->getResourceName();

        printf(
            "Ad group criterion with resource name '%s' was found.%s",
            $adGroupCriterionResourceName,
            PHP_EOL
        );

        $userListCriteria[] = $adGroupCriterionResourceName;
    }

    return $userListCriteria;
}
SetUpRemarketing.php
      

Python

def get_user_list_ad_group_criteria(client, customer_id, campaign_id):
    """Finds all of user list ad group criteria under a campaign.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a str client customer ID.
        campaign_id: a str campaign ID.

    Returns:
        a list of ad group criterion resource names.
    """
    # Creates a query that retrieves all of the ad group criteria under a
    # campaign.
    query = f"""
        SELECT
          ad_group_criterion.criterion_id
        FROM ad_group_criterion
        WHERE campaign.id = {campaign_id}
        AND ad_group_criterion.type = USER_LIST"""

    googleads_service = client.get_service("GoogleAdsService")
    search_request = client.get_type("SearchGoogleAdsRequest")
    search_request.customer_id = customer_id
    search_request.query = query
    search_request.page_size = _DEFAULT_PAGE_SIZE
    response = googleads_service.search(request=search_request)

    # Iterates over all rows in all pages. Prints the user list criteria and
    # adds the ad group criteria resource names to the list.
    user_list_criteria = []
    for row in response:
        resource_name = row.ad_group_criterion.resource_name
        print(
            "Ad group criterion with resource name '{resource_name}' was "
            "found."
        )
        user_list_criteria.append(resource_name)

    return user_list_criteria
set_up_remarketing.py
      

Ruby

def get_user_list_ad_group_criterion(
  client,
  customer_id,
  campaign_id
)
  user_list_criteria = []

  # Creates a query that will retrieve all of the ad group criteria 
  # under a campaign.
  query = <<~QUERY
    SELECT ad_group_criterion.criterion_id
    FROM ad_group_criterion
    WHERE campaign.id = #{campaign_id}
    AND ad_group_criterion.type = 'USER_LIST'
  QUERY

  # Issues the search request.
  response = client.service.google_ads.search(
    customer_id: customer_id,
    query: query,
    page_size: PAGE_SIZE,
  )

  # Iterates over all rows in all pages. Prints the results and adds the ad
  # group criteria resource names to the list.
  response.each do |row|
    ad_group_criterion_resource_name = row.ad_group_criterion.resource_name
    puts "Ad group criterion with resource name " \
      "'#{ad_group_criterion_resource_name}' was found"
    user_list_criteria << ad_group_criterion_resource_name
  end

  user_list_criteria
end
set_up_remarketing.rb
      

Perl

sub get_user_list_ad_group_criteria {
  my ($api_client, $customer_id, $campaign_id) = @_;

  my $user_list_criterion_resource_names = [];

  # Create a search stream request that will retrieve all of the user list ad
  # group criteria under a campaign.
  my $search_stream_request =
    Google::Ads::GoogleAds::V16::Services::GoogleAdsService::SearchGoogleAdsStreamRequest
    ->new({
      customerId => $customer_id,
      query      => sprintf(
        "SELECT ad_group_criterion.criterion_id " .
          "FROM ad_group_criterion " .
          "WHERE campaign.id = %d AND ad_group_criterion.type = 'USER_LIST'",
        $campaign_id
      )});

  my $search_stream_handler =
    Google::Ads::GoogleAds::Utils::SearchStreamHandler->new({
      service => $api_client->GoogleAdsService(),
      request => $search_stream_request
    });

  # Issue a search request and process the stream response.
  $search_stream_handler->process_contents(
    sub {
      # Display the results and add the resource names to the list.
      my $google_ads_row = shift;

      my $ad_group_criterion_resource_name =
        $google_ads_row->{adGroupCriterion}{resourceName};
      printf "Ad group criterion with resource name '%s' was found.\n",
        $ad_group_criterion_resource_name;
      push(@$user_list_criterion_resource_names,
        $ad_group_criterion_resource_name);
    });

  return $user_list_criterion_resource_names;
}
set_up_remarketing.pl
      

Em seguida, remova todas as segmentações de critérios do grupo de anúncios que foram retornadas.

Java

private void removeExistingListCriteriaFromAdGroup(
    GoogleAdsClient googleAdsClient, long customerId, long campaignId) {
  // Retrieves all of the ad group criteria under a campaign.
  List<String> adGroupCriteria =
      getUserListAdGroupCriterion(googleAdsClient, customerId, campaignId);

  List<AdGroupCriterionOperation> operations = new ArrayList<>();

  // Creates a list of remove operations.
  for (String adGroupCriterion : adGroupCriteria) {
    operations.add(AdGroupCriterionOperation.newBuilder().setRemove(adGroupCriterion).build());
  }

  // Creates the ad group criterion service.
  try (AdGroupCriterionServiceClient adGroupCriterionServiceClient =
      googleAdsClient.getLatestVersion().createAdGroupCriterionServiceClient()) {
    // Removes the ad group criterion.
    MutateAdGroupCriteriaResponse response =
        adGroupCriterionServiceClient.mutateAdGroupCriteria(
            Long.toString(customerId), operations);
    // Gets and prints the results.
    System.out.printf("Removed %d ad group criteria.%n", response.getResultsCount());
    for (MutateAdGroupCriterionResult result : response.getResultsList()) {
      System.out.printf(
          "Successfully removed ad group criterion with resource name '%s'.%n",
          result.getResourceName());
    }
  }
}
SetUpRemarketing.java
      

C#

private void RemoveExistingListCriteriaFromAdGroup(GoogleAdsClient client, long customerId,
    long campaignId)
{
    // Get the AdGroupCriterionService client.
    AdGroupCriterionServiceClient adGroupCriterionServiceClient =
        client.GetService(Services.V16.AdGroupCriterionService);

    // Retrieve all of the ad group criteria under a campaign.
    List<string> adGroupCriteria =
        GetUserListAdGroupCriteria(client, customerId, campaignId);

    // Create a list of remove operations.
    List<AdGroupCriterionOperation> operations = adGroupCriteria.Select(adGroupCriterion =>
        new AdGroupCriterionOperation { Remove = adGroupCriterion }).ToList();

    // Remove the ad group criteria and print the resource names of the removed criteria.
    MutateAdGroupCriteriaResponse mutateAdGroupCriteriaResponse =
        adGroupCriterionServiceClient.MutateAdGroupCriteria(customerId.ToString(),
            operations);

    Console.WriteLine($"Removed {mutateAdGroupCriteriaResponse.Results.Count} ad group " +
        "criteria.");
    foreach (MutateAdGroupCriterionResult result in mutateAdGroupCriteriaResponse.Results)
    {
        Console.WriteLine("Successfully removed ad group criterion with resource name " +
            $"'{result.ResourceName}'.");
    }
}
SetUpRemarketing.cs
      

PHP

private static function removeExistingListCriteriaFromAdGroup(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    int $campaignId
) {
    // Retrieves all of the ad group criteria under a campaign.
    $allAdGroupCriteria = self::getUserListAdGroupCriteria(
        $googleAdsClient,
        $customerId,
        $campaignId
    );

    $removeOperations = [];
    // Creates a list of remove operations.
    foreach ($allAdGroupCriteria as $adGroupCriterionResourceName) {
        $operation = new AdGroupCriterionOperation();
        $operation->setRemove($adGroupCriterionResourceName);
        $removeOperations[] = $operation;
    }

    // Issues a mutate request to remove the ad group criteria.
    $adGroupCriterionServiceClient = $googleAdsClient->getAdGroupCriterionServiceClient();
    /** @var MutateAdGroupCriteriaResponse $adGroupCriteriaResponse */
    $adGroupCriteriaResponse = $adGroupCriterionServiceClient->mutateAdGroupCriteria(
        MutateAdGroupCriteriaRequest::build($customerId, $removeOperations)
    );

    foreach ($adGroupCriteriaResponse->getResults() as $adGroupCriteriaResult) {
        printf(
            "Successfully removed ad group criterion with resource name '%s'.%s",
            $adGroupCriteriaResult->getResourceName(),
            PHP_EOL
        );
    }
}
SetUpRemarketing.php
      

Python

def remove_existing_criteria_from_ad_group(client, customer_id, campaign_id):
    """Removes all ad group criteria targeting a user list under a campaign.

    This is a necessary step before targeting a user list at the campaign level.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a str client customer ID.
        campaign_id: a str ID for a campaign that will have all ad group
            criteria that targets user lists removed.
    """
    # Retrieves all of the ad group criteria under a campaign.
    all_ad_group_criteria = get_user_list_ad_group_criteria(
        client, customer_id, campaign_id
    )

    # Creates a list of remove operations.
    remove_operations = []
    for ad_group_criterion_resource_name in all_ad_group_criteria:
        remove_operation = client.get_type("AdGroupCriterionOperation")
        remove_operation.remove = ad_group_criterion_resource_name
        remove_operations.append(remove_operation)

    ad_group_criterion_service = client.get_service("AdGroupCriterionService")
    response = ad_group_criterion_service.mutate_ad_group_criteria(
        customer_id=customer_id, operations=remove_operations
    )
    print(
        "Successfully removed ad group criterion with resource name: "
        f"'{response.results[0].resource_name}'"
    )
set_up_remarketing.py
      

Ruby

def remove_existing_list_criteria_from_ad_group(
  client,
  customer_id,
  campaign_id
)
  # Retrieves all of the ad group criteria under a campaign.
  ad_group_criteria = get_user_list_ad_group_criterion(
    client, customer_id, campaign_id)

  # Creates a list of remove operations.
  operations = []
  ad_group_criteria.each do |agc|
    operations << client.operation.remove_resource.ad_group_criterion(agc)
  end

  # Issues a mutate request to remove all ad group criteria.
  response = client.service.ad_group_criterion.mutate_ad_group_criteria(
    customer_id: customer_id,
    operations: operations,
  )
  puts "Removed #{response.results.size} ad group criteria."
  response.results.each do |result|
    puts "Successfully removed ad group criterion with resource name " \
      "'#{result.resource_name}'"
  end
end
set_up_remarketing.rb
      

Perl

sub remove_existing_list_criteria_from_ad_group {
  my ($api_client, $customer_id, $campaign_id) = @_;

  # Retrieve all of the ad group criteria under a campaign.
  my $ad_group_criteria =
    get_user_list_ad_group_criteria($api_client, $customer_id, $campaign_id);

  # Create a list of remove operations.
  my $operations = [];
  foreach my $ad_group_criterion (@$ad_group_criteria) {
    push(
      @$operations,
      Google::Ads::GoogleAds::V16::Services::AdGroupCriterionService::AdGroupCriterionOperation
        ->new({
          remove => $ad_group_criterion
        }));
  }

  # Remove the ad group criteria and print the resource names of the removed criteria.
  my $ad_group_criteria_response =
    $api_client->AdGroupCriterionService()->mutate({
      customerId => $customer_id,
      operations => $operations
    });

  printf "Removed %d ad group criteria.\n",
    scalar @{$ad_group_criteria_response->{results}};
  foreach my $result (@{$ad_group_criteria_response->{results}}) {
    printf "Successfully removed ad group criterion with resource name '%s'.\n",
      $result->{resourceName};
  }
}
set_up_remarketing.pl
      

Os critérios atuais da lista de usuários no nível da campanha também precisam ser removidos ao mudar para listas de usuários no nível do grupo de anúncios. O processo reflete o exemplo anterior.

Segmente anúncios em uma campanha para uma lista de usuários utilizando um CampaignCriteria.

Java

private String targetAdsInCampaignToUserList(
    GoogleAdsClient googleAdsClient, long customerId, long campaignId, String userList) {
  // Creates the campaign criterion.
  CampaignCriterion campaignCriterion =
      CampaignCriterion.newBuilder()
          .setCampaign(ResourceNames.campaign(customerId, campaignId))
          .setUserList(UserListInfo.newBuilder().setUserList(userList).build())
          .build();

  // Creates the operation.
  CampaignCriterionOperation operation =
      CampaignCriterionOperation.newBuilder().setCreate(campaignCriterion).build();

  // Creates the campaign criterion service client.
  try (CampaignCriterionServiceClient campaignCriterionServiceClient =
      googleAdsClient.getLatestVersion().createCampaignCriterionServiceClient()) {
    // Adds the campaign criterion.
    MutateCampaignCriteriaResponse response =
        campaignCriterionServiceClient.mutateCampaignCriteria(
            Long.toString(customerId), ImmutableList.of(operation));
    // Gets and prints the campaign criterion resource name.
    String campaignCriterionResourceName = response.getResults(0).getResourceName();
    System.out.printf(
        "Successfully created campaign criterion with resource name '%s' "
            + "targeting user list with resource name '%s' with campaign with ID %d.%n",
        campaignCriterionResourceName, userList, campaignId);
    return campaignCriterionResourceName;
  }
}
SetUpRemarketing.java
      

C#

private string TargetAdsInCampaignToUserList(
    GoogleAdsClient client, long customerId, long campaignId, string userListResourceName)
{
    // Get the CampaignCriterionService client.
    CampaignCriterionServiceClient campaignCriterionServiceClient =
        client.GetService(Services.V16.CampaignCriterionService);

    // Create the campaign criterion.
    CampaignCriterion campaignCriterion = new CampaignCriterion
    {
        Campaign = ResourceNames.Campaign(customerId, campaignId),
        UserList = new UserListInfo
        {
            UserList = userListResourceName
        }
    };

    // Create the operation.
    CampaignCriterionOperation campaignCriterionOperation = new CampaignCriterionOperation
    {
        Create = campaignCriterion
    };

    // Add the campaign criterion and print the resulting criterion's resource name.
    MutateCampaignCriteriaResponse mutateCampaignCriteriaResponse =
        campaignCriterionServiceClient.MutateCampaignCriteria(customerId.ToString(),
            new[] { campaignCriterionOperation });

    string campaignCriterionResourceName =
        mutateCampaignCriteriaResponse.Results.First().ResourceName;
    Console.WriteLine("Successfully created campaign criterion with resource name " +
        $"'{campaignCriterionResourceName}' targeting user list with resource name " +
        $"'{userListResourceName}' with campaign with ID {campaignId}.");

    return campaignCriterionResourceName;
}
SetUpRemarketing.cs
      

PHP

private static function targetAdsInCampaignToUserList(
    GoogleAdsClient $googleAdsClient,
    int $customerId,
    int $campaignId,
    string $userListResourceName
): string {
    // Creates the campaign criterion.
    $campaignCriterion = new CampaignCriterion([
        'campaign' => ResourceNames::forCampaign($customerId, $campaignId),
        'user_list' => new UserListInfo(['user_list' => $userListResourceName])
    ]);

    // Creates the operation.
    $operation = new CampaignCriterionOperation();
    $operation->setCreate($campaignCriterion);

    // Issues a mutate request to create a campaign criterion.
    $campaignCriterionServiceClient = $googleAdsClient->getCampaignCriterionServiceClient();
    /** @var MutateCampaignCriteriaResponse $campaignCriteriaResponse */
    $campaignCriteriaResponse = $campaignCriterionServiceClient->mutateCampaignCriteria(
        MutateCampaignCriteriaRequest::build($customerId, [$operation])
    );

    $campaignCriterionResourceName =
        $campaignCriteriaResponse->getResults()[0]->getResourceName();
    printf(
        "Successfully created campaign criterion with resource name '%s' " .
        "targeting user list with resource name '%s' with campaign with ID %d.%s",
        $campaignCriterionResourceName,
        $userListResourceName,
        $campaignId,
        PHP_EOL
    );

    return $campaignCriterionResourceName;
}
SetUpRemarketing.php
      

Python

def target_ads_in_campaign_to_user_list(
    client, customer_id, campaign_id, user_list_resource_name
):
    """Creates a campaign criterion that targets a user list with a campaign.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a str client customer ID used to create an campaign
            criterion.
        campaign_id: a str ID for a campaign used to create a campaign
            criterion that targets members of a user list.
        user_list_resource_name: a str resource name for a user list.

    Returns:
        a str resource name for a campaign criterion.
    """
    campaign_criterion_operation = client.get_type("CampaignCriterionOperation")
    campaign_criterion = campaign_criterion_operation.create
    campaign_criterion.campaign = client.get_service(
        "CampaignService"
    ).campaign_path(customer_id, campaign_id)
    campaign_criterion.user_list.user_list = user_list_resource_name

    campaign_criterion_service = client.get_service("CampaignCriterionService")
    response = campaign_criterion_service.mutate_campaign_criteria(
        customer_id=customer_id, operations=[campaign_criterion_operation]
    )
    resource_name = response.results[0].resource_name
    print(
        "Successfully created campaign criterion with resource name "
        f"'{resource_name}' targeting user list with resource name "
        f"'{user_list_resource_name}' with campaign with ID {campaign_id}"
    )
    return resource_name
set_up_remarketing.py
      

Ruby

def target_ads_in_campaign_to_user_list(
  client,
  customer_id,
  campaign_id,
  user_list
)
  # Creates the campaign criterion targeting members of the user list.
  operation = client.operation.create_resource.campaign_criterion do |cc|
    cc.campaign = client.path.campaign(customer_id, campaign_id)
    cc.user_list = client.resource.user_list_info do |info|
      info.user_list = user_list
    end
  end

  # Issues a mutate request to create the campaign criterion.
  response = client.service.campaign_criterion.mutate_campaign_criteria(
    customer_id: customer_id,
    operations: [operation],
  )
  campaign_criterion_resource_name = response.results.first.resource_name
  puts "Successfully created campaign criterion with resource name " \
    "'#{campaign_criterion_resource_name}' targeting user list with resource name " \
    "'#{user_list}' with campaign with ID #{campaign_id}"

  campaign_criterion_resource_name
end
set_up_remarketing.rb
      

Perl

sub target_ads_in_campaign_to_user_list {
  my ($api_client, $customer_id, $campaign_id, $user_list_resource_name) = @_;

  # Create the campaign criterion.
  my $campaign_criterion =
    Google::Ads::GoogleAds::V16::Resources::CampaignCriterion->new({
      campaign => Google::Ads::GoogleAds::V16::Utils::ResourceNames::campaign(
        $customer_id, $campaign_id
      ),
      userList => Google::Ads::GoogleAds::V16::Common::UserListInfo->new({
          userList => $user_list_resource_name
        })});

  # Create the operation.
  my $campaign_criterion_operation =
    Google::Ads::GoogleAds::V16::Services::CampaignCriterionService::CampaignCriterionOperation
    ->new({
      create => $campaign_criterion
    });

  # Add the campaign criterion and print the resulting criterion's resource name.
  my $campaign_criteria_response =
    $api_client->CampaignCriterionService()->mutate({
      customerId => $customer_id,
      operations => [$campaign_criterion_operation]});

  my $campaign_criterion_resource_name =
    $campaign_criteria_response->{results}[0]{resourceName};
  printf "Successfully created campaign criterion with resource name '%s' " .
    "targeting user list with resource name '%s' with campaign with ID %d.\n",
    $campaign_criterion_resource_name, $user_list_resource_name, $campaign_id;

  return $campaign_criterion_resource_name;
}
set_up_remarketing.pl
      

Analisar o desempenho da lista

Para coletar dados de performance dos seus segmentos de público-alvo, emita uma solicitação de pesquisa para o recurso ad_group_audience_view ou campaign_audience_view. Por exemplo, analise o conversions ou o cost_per_conversion para determinar se a segmentação do segmento de público-alvo está realmente gerando mais conversões e, em seguida, ajuste seus modificadores de lance de acordo.

SELECT
  ad_group_criterion.criterion_id,
  metrics.conversions,
  metrics.cost_per_conversion
FROM ad_group_audience_view