"حملات الأداء الأفضل" لزيادة المبيعات على الإنترنت باستخدام خلاصة منتجات (البيع بالتجزئة)

تساعدك "حملات الأداء الأفضل" في مجال البيع بالتجزئة على توسيع نطاق وصولك وتحقيق أهدافك من خلال إتاحة الفرصة لعرض إعلاناتك على مساحات إعلانية إضافية.

قد تحتاج إلى إنشاء مواد عرض جديدة، مثل النصوص أو الصور أو الفيديوهات ، لعرض الإعلانات بأشكال ومواضع إعلانية جديدة، مثل النصوص وخلاصة "اقتراحات" و"الإعلانات ضمن البث" على YouTube و"الشبكة الإعلانية".

إذا كانت لديك إحصاءات فريدة عن شرائح المستخدِمين الذين يزداد احتمال أن يُجروا إحالة ناجحة، يمكنك أيضًا استخدام إشارات الجمهور لإعلام Google بذلك.

في ما يلي بعض التحسينات الإضافية التي توفّرها "حملات الأداء الأفضل" مقارنةً بحملات Shopping العادية:

  • استهداف اللغة استنادًا إلى خلاصة Merchant Center أو معايير الحملة
  • توسيع عنوان URL النهائي
  • استهداف جميع المتاجر عند اختيار هدف "زيارات المتجر"
  • إمكانية ضبط أهداف الإحالات الناجحة على أساس كل عميل أو كل حملة

لاستخدام "حملات الأداء الأفضل" في مجال البيع بالتجزئة، يجب ربط حساب "إعلانات Google" بحساب حالي على Merchant Center. من خلال الربط بـ Merchant Center، يمكن إنشاء مواد العرض تلقائيًا للحملة، ولكن سيتم تقليل نطاق الوصول والأداء.

إضافة مجموعات مواد عرض

تتيح إضافة مجموعة مواد عرض قنوات Shopping وقنوات تجديد النشاط التسويقي الديناميكي، ويؤدي ضبط توسيع عنوان URL إلى تفعيل "الإعلانات الديناميكية على شبكة البحث". بشكلٍ عام، كلّما ازداد عدد مواد العرض التي تقدِّمها، زاد عدد أشكال الإعلانات التي يمكن أن يُنشئها النظام لاستهداف مساحات إعلانية إضافية.

ننصح بأن تستهدِف كل مجموعة مواد عرض منتجات مختلفة. يُرجى العِلم أنّ هناك حدودًا لمجموعات البيانات. كأفضل ممارسة، يجب أن تستهدِف مجموعة معيّنة فقط من المنتجات من مجموعة مواد عرض، مثلاً، تكون المنتجات التي تبدأ بحرف الألف إلى حرف اللام في مجموعة مواد العرض 1، والمنتجات التي تبدأ بحرف الميم إلى حرف الياء في مجموعة مواد العرض 2.

إذا أردت تخصيص رسائل مواد العرض حسب الجمهور، يمكنك إنشاء عدّة مجموعات مواد عرض لكل حملة. بهذه الطريقة، يمكنك إنشاء مجموعات مواد عرض مختلفة لعنوان URL النهائي نفسه.

اطّلِع على مزيد من نصائح لتحسين الاستخدام عند إعداد "حملة الأداء الأفضل".

إنشاء "حملة أداء أفضل" في مجال البيع بالتجزئة

على غرار حملات Shopping الأخرى، اضبط حقول ShoppingSetting في الحملة.

مطلوب

merchant_id
معرّف Merchant Center للحساب الذي يحتوي على المنتجات التي تريد الإعلان عنها.

اختياري

feed_label

سلسلة مستخدَمة لتصنيف الخلاصة كما هو محدّد في Merchant Center. يجب استخدام هذا الحقل في حال الحاجة إلى اختيار منتجات من خلاصة معيّنة على Merchant Center. إذا لم يتم تحديد هذا الحقل، تستخدِم الحملة جميع الخلاصات المتاحة في Merchant Center.

إذا كنت قد استخدمت سابقًا الحقل sales_country الذي تم إيقافه، بتنسيق رمز البلد المكوّن من حرفَين (XX)، يجب استخدام feed_label بدلاً منه. لمزيد من المعلومات، يُرجى الاطّلاع على مقالة مساعدة تصنيف الخلاصة.

يُرجى العِلم أنّ إرسال رمز بلد في feed_label لا يتيح تلقائيًا عرض الإعلانات في ذلك البلد، بل عليك أولاً إعداد الاستهداف حسب الموقع الجغرافي.

campaign_priority

أولوية حملة تسوّق. تكون الأولوية للحملات ذات الأولوية الأعلى عدديًا على الحملات ذات الأولوية الأقل.

enable_local

خيار تفعيل الإعلانات للمنتجات التي تُباع في المتاجر المحلّية لهذه الحملة.

تكون المنتجات المحلّية مفعَّلة تلقائيًا إذا كان المخزون متوفّرًا. ويمكن فلترة ذلك باستخدام مجموعات البيانات.

language

يمكنك اختيار لغات متعدّدة لعرض إعلاناتك على مجموعات معيّنة من العملاء.

أهداف الإحالات الناجحة

يمكنك إلغاء أهداف الإحالات الناجحة على مستوى العميل من خلال تعديل أهداف الإحالات الناجحة على مستوى الحملة كما هو موضّح في هذا المثال:

جافا

/** Retrieves the list of customer conversion goals. */
private static List<CustomerConversionGoal> getCustomerConversionGoals(
    GoogleAdsClient googleAdsClient, long customerId) {
  String query =
      "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
          + "FROM customer_conversion_goal";

  List<CustomerConversionGoal> customerConversionGoals = new ArrayList<>();
  try (GoogleAdsServiceClient googleAdsServiceClient =
      googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {
    // The number of conversion goals is typically less than 50, so we use
    // GoogleAdsService.search instead of search_stream.
    SearchPagedResponse response =
        googleAdsServiceClient.search(Long.toString(customerId), query);
    for (GoogleAdsRow googleAdsRow : response.iterateAll()) {
      customerConversionGoals.add(googleAdsRow.getCustomerConversionGoal());
    }
  }

  return customerConversionGoals;
}

/** Creates a list of MutateOperations that override customer conversion goals. */
private static List<MutateOperation> createConversionGoalOperations(
    long customerId, List<CustomerConversionGoal> customerConversionGoals) {
  List<MutateOperation> mutateOperations = new ArrayList<>();
  // To override the customer conversion goals, we will change the
  // biddability of each of the customer conversion goals so that only
  // the desired conversion goal is biddable in this campaign.
  for (CustomerConversionGoal customerConversionGoal : customerConversionGoals) {
    ConversionActionCategory category = customerConversionGoal.getCategory();
    ConversionOrigin origin = customerConversionGoal.getOrigin();
    String campaignConversionGoalResourceName =
        ResourceNames.campaignConversionGoal(
            customerId, PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID, category, origin);
    CampaignConversionGoal.Builder campaignConversionGoalBuilder =
        CampaignConversionGoal.newBuilder().setResourceName(campaignConversionGoalResourceName);
    // Change the biddability for the campaign conversion goal.
    // Set biddability to True for the desired (category, origin).
    // Set biddability to False for all other conversion goals.
    // Note:
    //  1- It is assumed that this Conversion Action
    //     (category=PURCHASE, origin=WEBSITE) exists in this account.
    //  2- More than one goal can be biddable if desired. This example
    //     shows only one.
    if (category == ConversionActionCategory.PURCHASE && origin == ConversionOrigin.WEBSITE) {
      campaignConversionGoalBuilder.setBiddable(true);
    } else {
      campaignConversionGoalBuilder.setBiddable(false);
    }
    CampaignConversionGoal campaignConversionGoal = campaignConversionGoalBuilder.build();
    CampaignConversionGoalOperation campaignConversionGoalOperation =
        CampaignConversionGoalOperation.newBuilder()
            .setUpdate(campaignConversionGoal)
            .setUpdateMask(FieldMasks.allSetFieldsOf(campaignConversionGoal))
            .build();
    mutateOperations.add(
        MutateOperation.newBuilder()
            .setCampaignConversionGoalOperation(campaignConversionGoalOperation)
            .build());
  }
  return mutateOperations;
}

#C

/// <summary>
/// Creates a MutateOperation that links an asset to an asset group.
/// </summary>
/// <param name="fieldType">The field type of the asset to be linked.</param>
/// <param name="linkedEntityResourceName">The resource name of the entity (asset group or
/// campaign) to link the asset to.</param>
/// <param name="assetResourceName">The resource name of the text asset to be
/// linked.</param>
/// <param name="brandGuidelinesEnabled">Whether or not to enable brand guidelines.</param>
/// <returns>A MutateOperation that links an asset to an asset group.</returns>
private MutateOperation CreateLinkAssetOperation(
    AssetFieldType fieldType,
    string linkedEntityResourceName,
    string assetResourceName,
    bool brandGuidelinesEnabled = false)
{ if (brandGuidelinesEnabled)
    {
        return new MutateOperation()
        {
            CampaignAssetOperation = new CampaignAssetOperation()
            {
                Create = new CampaignAsset()
                {
                    FieldType = fieldType,
                    Campaign = linkedEntityResourceName,
                    Asset = assetResourceName
                }
            }
        };
    } else
    {   return new MutateOperation()
        {
            AssetGroupAssetOperation = new AssetGroupAssetOperation()
            {
                Create = new AssetGroupAsset()
                {
                    FieldType = fieldType,
                    AssetGroup = linkedEntityResourceName,
                    Asset = assetResourceName
                }
            }
        };
    }
}

PHP

    private static function getCustomerConversionGoals(
        GoogleAdsClient $googleAdsClient,
        int $customerId
    ): array {
        $customerConversionGoals = [];
        $googleAdsServiceClient = $googleAdsClient->getGoogleAdsServiceClient();
        // Creates a query that retrieves all customer conversion goals.
        $query = 'SELECT customer_conversion_goal.category, customer_conversion_goal.origin ' .
            'FROM customer_conversion_goal';
        // The number of conversion goals is typically less than 50 so we use a search request
        // instead of search stream.
        $response =
            $googleAdsServiceClient->search(SearchGoogleAdsRequest::build($customerId, $query));

        // Iterates over all rows in all pages and builds the list of conversion goals.
        foreach ($response->iterateAllElements() as $googleAdsRow) {
            /**
 * @var GoogleAdsRow $googleAdsRow
*/
            $customerConversionGoals[] = [
                'category' => $googleAdsRow->getCustomerConversionGoal()->getCategory(),
                'origin' => $googleAdsRow->getCustomerConversionGoal()->getOrigin()
            ];
        }

        return $customerConversionGoals;
    }

    /**
     * Creates a list of MutateOperations that override customer conversion goals.
     *
     * @param  int   $customerId              the customer ID
     * @param  array $customerConversionGoals the list of customer conversion goals that will be
     *                                        overridden
     * @return MutateOperation[] a list of MutateOperations that update campaign conversion goals
     */
    private static function createConversionGoalOperations(
        int $customerId,
        array $customerConversionGoals
    ): array {
        $operations = [];

        // To override the customer conversion goals, we will change the biddability of each of the
        // customer conversion goals so that only the desired conversion goal is biddable in this
        // campaign.
        foreach ($customerConversionGoals as $customerConversionGoal) {
            $campaignConversionGoal = new CampaignConversionGoal(
                [
                'resource_name' => ResourceNames::forCampaignConversionGoal(
                    $customerId,
                    self::PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                    ConversionActionCategory::name($customerConversionGoal['category']),
                    ConversionOrigin::name($customerConversionGoal['origin'])
                )
                ]
            );
            // Changes the biddability for the campaign conversion goal.
            // Sets biddability to true for the desired (category, origin).
            // Sets biddability to false for all other conversion goals.
            // Note:
            //  1- It is assumed that this Conversion Action
            //     (category=PURCHASE, origin=WEBSITE) exists in this account.
            //  2- More than one goal can be biddable if desired. This example
            //     shows only one.
            if (
                $customerConversionGoal["category"] === ConversionActionCategory::PURCHASE
                && $customerConversionGoal["origin"] === ConversionOrigin::WEBSITE
            ) {
                $campaignConversionGoal->setBiddable(true);
            } else {
                $campaignConversionGoal->setBiddable(false);
            }

            $operations[] = new MutateOperation(
                [
                'campaign_conversion_goal_operation' => new CampaignConversionGoalOperation(
                    [
                    'update' => $campaignConversionGoal,
                    // Sets the update mask on the operation. Here the update mask will be a list
                    // of all the fields that were set on the update object.
                    'update_mask' => FieldMasks::allSetFieldsOf($campaignConversionGoal)
                    ]
                )
                ]
            );
        }

        return $operations;
    }

Python

def get_customer_conversion_goals(
    client: GoogleAdsClient, customer_id: str
) -> List[
    Dict[
        str,
        Union[
            ConversionActionCategoryEnum.ConversionActionCategory,
            ConversionOriginEnum.ConversionOrigin,
        ],
    ]
]:
    """Retrieves the list of customer conversion goals.

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

    Returns:
        a list of dicts containing the category and origin of customer
        conversion goals.
    """
    ga_service: GoogleAdsServiceClient = client.get_service("GoogleAdsService")
    customer_conversion_goals: List[
        Dict[
            str,
            Union[
                ConversionActionCategoryEnum.ConversionActionCategory,
                ConversionOriginEnum.ConversionOrigin,
            ],
        ]
    ] = []
    query: str = """
            SELECT
              customer_conversion_goal.category,
              customer_conversion_goal.origin
            FROM customer_conversion_goal
            """
    # The number of conversion goals is typically less than 50 so we use
    # GoogleAdsService.search instead of search_stream.
    search_request: SearchGoogleAdsRequest = client.get_type(
        "SearchGoogleAdsRequest"
    )
    search_request.customer_id = customer_id
    search_request.query = query
    results: SearchGoogleAdsResponse = ga_service.search(request=search_request)

    # Iterate over the results and build the list of conversion goals.
    for row in results:
        customer_conversion_goals.append(
            {
                "category": row.customer_conversion_goal.category,
                "origin": row.customer_conversion_goal.origin,
            }
        )
    return customer_conversion_goals


def create_conversion_goal_operations(
    client: GoogleAdsClient,
    customer_id: str,
    customer_conversion_goals: List[
        Dict[
            str,
            Union[
                ConversionActionCategoryEnum.ConversionActionCategory,
                ConversionOriginEnum.ConversionOrigin,
            ],
        ]
    ],
) -> List[MutateOperation]:
    """Creates a list of MutateOperations that override customer conversion goals.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        customer_conversion_goals: the list of customer conversion goals that
          will be overridden.

    Returns:
        MutateOperations that update campaign conversion goals.
    """
    campaign_conversion_goal_service: CampaignConversionGoalServiceClient = (
        client.get_service("CampaignConversionGoalService")
    )
    operations: List[MutateOperation] = []

    # To override the customer conversion goals, we will change the
    # biddability of each of the customer conversion goals so that only
    # the desired conversion goal is biddable in this campaign.
    for customer_goal_dict in customer_conversion_goals:
        mutate_operation: MutateOperation = client.get_type("MutateOperation")
        campaign_conversion_goal: CampaignConversionGoal = (
            mutate_operation.campaign_conversion_goal_operation.update
        )

        category_enum_value: (
            ConversionActionCategoryEnum.ConversionActionCategory
        ) = customer_goal_dict["category"]
        origin_enum_value: ConversionOriginEnum.ConversionOrigin = (
            customer_goal_dict["origin"]
        )

        campaign_conversion_goal.resource_name = (
            campaign_conversion_goal_service.campaign_conversion_goal_path(
                customer_id,
                _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                category_enum_value.name,
                origin_enum_value.name,
            )
        )
        # Change the biddability for the campaign conversion goal.
        # Set biddability to True for the desired (category, origin).
        # Set biddability to False for all other conversion goals.
        # Note:
        #  1- It is assumed that this Conversion Action
        #     (category=PURCHASE, origin=WEBSITE) exists in this account.
        #  2- More than one goal can be biddable if desired. This example
        #     shows only one.
        if (
            category_enum_value
            == client.enums.ConversionActionCategoryEnum.PURCHASE
            and origin_enum_value == client.enums.ConversionOriginEnum.WEBSITE
        ):
            biddable = True
        else:
            biddable = False
        campaign_conversion_goal.biddable = biddable
        field_mask = protobuf_helpers.field_mask(
            None, campaign_conversion_goal._pb
        )
        client.copy_from(
            mutate_operation.campaign_conversion_goal_operation.update_mask,
            field_mask,
        )
        operations.append(mutate_operation)

    return operations

Ruby

def _get_customer_conversion_goals(client, customer_id)
  query = <<~EOD
    SELECT
        customer_conversion_goal.category,
        customer_conversion_goal.origin
    FROM customer_conversion_goal
  EOD

  customer_conversion_goals = []

  ga_service = client.service.google_ads
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService.search instead of search_stream.
  response = ga_service.search(
      customer_id: customer_id,
      query: query,
  )

  # Iterate over the results and build the list of conversion goals.
  response.each do |row|
    customer_conversion_goals << {
        "category" => row.customer_conversion_goal.category,
        "origin" => row.customer_conversion_goal.origin
    }
  end

  customer_conversion_goals
end

def create_conversion_goal_operations(client, customer_id, customer_conversion_goals)
  campaign_conversion_goal_service = client.service.campaign_conversion_goal

  operations = []

  # To override the customer conversion goals, we will change the
  # biddability of each of the customer conversion goals so that only
  # the desired conversion goal is biddable in this campaign.
  customer_conversion_goals.each do |customer_conversion_goal|
    operations << client.operation.mutate do |m|
        m.campaign_conversion_goal_operation = client.operation.campaign_conversion_goal do |op|
          op.update = client.resource.campaign_conversion_goal do |ccg|
              ccg.resource_name = client.path.campaign_conversion_goal(
                  customer_id,
                  PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                  customer_conversion_goal["category"].to_s,
                  customer_conversion_goal["origin"].to_s)
              # Change the biddability for the campaign conversion goal.
              # Set biddability to True for the desired (category, origin).
              # Set biddability to False for all other conversion goals.
              # Note:
              #  1- It is assumed that this Conversion Action
              #     (category=PURCHASE, origin=WEBSITE) exists in this account.
              #  2- More than one goal can be biddable if desired. This example
              #     shows only one.
              ccg.biddable = (customer_conversion_goal["category"] == :PURCHASE &&
                  customer_conversion_goal["origin"] == :WEBSITE)
          end
          op.update_mask = Google::Ads::GoogleAds::FieldMaskUtil.all_set_fields_of(op.update)
        end
    end
  end

  operations
end

Perl

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

  my $customer_conversion_goals = [];
  # Create a query that retrieves all customer conversion goals.
  my $query =
    "SELECT customer_conversion_goal.category, customer_conversion_goal.origin "
    . "FROM customer_conversion_goal";
  # The number of conversion goals is typically less than 50 so we use
  # GoogleAdsService->search() method instead of search_stream().
  my $search_response = $api_client->GoogleAdsService()->search({
    customerId => $customer_id,
    query      => $query
  });

  # Iterate over the results and build the list of conversion goals.
  foreach my $google_ads_row (@{$search_response->{results}}) {
    push @$customer_conversion_goals,
      {
      category => $google_ads_row->{customerConversionGoal}{category},
      origin   => $google_ads_row->{customerConversionGoal}{origin}};
  }

  return $customer_conversion_goals;
}

# Creates a list of MutateOperations that override customer conversion goals.
sub create_conversion_goal_operations {
  my ($customer_id, $customer_conversion_goals) = @_;

  my $operations = [];
  # To override the customer conversion goals, we will change the biddability of
  # each of the customer conversion goals so that only the desired conversion goal
  # is biddable in this campaign.
  foreach my $customer_conversion_goal (@$customer_conversion_goals) {
    my $campaign_conversion_goal =
      Google::Ads::GoogleAds::V26::Resources::CampaignConversionGoal->new({
        resourceName =>
          Google::Ads::GoogleAds::V26::Utils::ResourceNames::campaign_conversion_goal(
          $customer_id,
          PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
          $customer_conversion_goal->{category},
          $customer_conversion_goal->{origin})});
    # Change the biddability for the campaign conversion goal.
    # Set biddability to true for the desired (category, origin).
    # Set biddability to false for all other conversion goals.
    # Note:
    #  1- It is assumed that this Conversion Action
    #     (category=PURCHASE, origin=WEBSITE) exists in this account.
    #  2- More than one goal can be biddable if desired. This example
    #     shows only one.
    if ( $customer_conversion_goal->{category} eq PURCHASE
      && $customer_conversion_goal->{origin} eq WEBSITE)
    {
      $campaign_conversion_goal->{biddable} = "true";
    } else {
      $campaign_conversion_goal->{biddable} = "false";
    }

    push @$operations,
      Google::Ads::GoogleAds::V26::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignConversionGoalOperation =>
          Google::Ads::GoogleAds::V26::Services::CampaignConversionGoalService::CampaignConversionGoalOperation
          ->new({
            update => $campaign_conversion_goal,
            # Set the update mask on the operation. Here the update mask will be
            # a list of all the fields that were set on the update object.
            updateMask => all_set_fields_of($campaign_conversion_goal)})});
  }

  return $operations;
}

curl

تقارير Shopping

استخدِم shopping_performance_view لاسترداد المقاييس التي يتم تلخيصها حسب شرائح المنتجات، مثل segments.product_item_id.

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  metrics.search_budget_lost_impression_share,
  metrics.search_rank_lost_impression_share,
  metrics.search_budget_lost_absolute_top_impression_share,
  metrics.search_rank_lost_absolute_top_impression_share,
  metrics.conversions,
  metrics.all_conversions,
  campaign.advertising_channel_type
FROM shopping_performance_view
WHERE
  campaign.advertising_channel_type = 'PERFORMANCE_MAX'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY
  metrics.all_conversions DESC,
  metrics.conversions DESC,
  metrics.clicks DESC,
  metrics.cost_micros DESC,
  metrics.impressions DESC

استخدِم asset_group_product_group_view لاسترداد مقاييس، مثل النقرات والإحالات الناجحة ومرات الظهور لمجموعة البيانات المرتبطة بـ مجموعة مواد العرض هذه.

إعلانات المركبات

يمكن للمعلنين استخدام إعلانات المركبات للترويج لمخزونهم من المركبات من خلال تحميل خلاصة بيانات المركبات إلى Merchant Center، ثم استخدام حملات الأداء الأفضل التي تتضمّن خلاصات حول المركبات لإدارة الإعلانات.

لإنشاء حملة أداء أفضل تتضمّن خلاصة المركبات باستخدام Google Ads API، اتّبِع خطوات إنشاء حملة للبيع بالتجزئة، واضبط listing_type للحملة على VEHICLES.

السابق
المبيعات على الإنترنت أو جذب العملاء المحتمَلين
التالي
أهداف السفر