Performance Max pour les ventes en ligne avec un flux de produits (commerce)

Performance Max pour le commerce vous aide à élargir votre couverture et à atteindre vos objectifs en vous permettant de diffuser vos annonces sur un inventaire supplémentaire.

Vous devrez peut-être créer des assets (texte, image ou vidéo, par exemple) pour permettre la diffusion d'annonces dans de nouveaux formats et sur de nouvelles surfaces (texte, Discover, YouTube InStream et Display, par exemple).

Si vous disposez d'insights uniques indiquant quels segments d'utilisateurs sont les plus susceptibles d'effectuer des conversions, vous pouvez désormais utiliser les signaux d'audience pour en informer Google.

Voici d'autres améliorations offertes par les campagnes Performance Max par rapport aux campagnes Shopping standards :

• Ciblage linguistique basé sur le flux Merchant Center ou les critères de la campagne
• Extension d'URL finale
• Tous les magasins sont ciblés lorsque l'objectif "Visites en magasin" est sélectionné.
• Possibilité de définir des objectifs de conversion par client ou par campagne

Associer des comptes Merchant Center et Google Ads

Pour utiliser Performance Max pour le retail, le compte Google Ads doit être associé à un compte Merchant Center existant. En associant votre compte Merchant Center, vous pouvez générer automatiquement des composants pour la campagne, mais la couverture et les performances seront limitées.

Ajoutez des groupes de composants

L'ajout d'un groupe de composants active les canaux Shopping et de remarketing dynamique, et la définition de l'extension d'URL active les annonces dynamiques du Réseau de Recherche. En général, plus vous fournissez d'assets, plus le système peut créer de formats d'annonces pour cibler un inventaire supplémentaire.

Vous pouvez laisser un groupe d'assets de vente au détail sans assets personnalisés associés (en vous appuyant sur les assets générés automatiquement à partir de votre flux Merchant Center). Toutefois, si vous associez des assets personnalisés (autres que les assets HTML5 MEDIA_BUNDLE), vous devez définir au moins un final_urls sur le AssetGroup et fournir tous les assets minimum requis (y compris les assets de marque au niveau de la campagne si les consignes relatives à la marque sont activées) dans une seule requête atomique. Pour en savoir plus, consultez Associer des groupes de composants à des composants dans les campagnes retail Performance Max.

Nous recommandons de faire en sorte que chaque groupe de composants cible différents produits. Notez que des limites s'appliquent aux groupes de fiches. Nous vous recommandons de ne cibler qu'un certain ensemble de produits d'un groupe de composants, par exemple les produits A–L dans le groupe de composants 1 et les produits M–Z dans le groupe de composants 2.

Si vous souhaitez personnaliser le message de vos composants par audience, vous pouvez créer plusieurs groupes de composants par campagne. Vous pouvez ainsi créer différents groupes de composants pour la même URL finale.

Découvrez d'autres conseils d'optimisation pour configurer votre campagne Performance Max.

Créer une campagne Performance Max pour le retail

Point clé : Vous devez également créer au moins un groupe de fiches.

Comme pour les autres campagnes Shopping, définissez les champs ShoppingSetting de la campagne.

Obligatoire

merchant_id

ID du compte Merchant Center contenant les produits à promouvoir.

Facultatif

feed_label

Chaîne utilisée pour le libellé de flux, tel que défini dans votre compte Merchant Center. Ce champ doit être utilisé si vous devez sélectionner des produits d'un flux Merchant Center spécifique. Si vous ne spécifiez pas de libellé, la campagne utilise tous les flux disponibles dans Merchant Center.

Si vous utilisiez auparavant l'attribut sales_country (obsolète) au format de code pays à deux lettres (XX), vous devez désormais utiliser l'attribut feed_label. Pour en savoir plus, consultez l'article d'aide sur les libellés de flux.

Notez que l'envoi d'un code pays dans un feed_label n'active pas automatiquement la diffusion des annonces dans ce pays. Vous devez d'abord configurer le ciblage géographique.

campaign_priority

Priorité de la campagne Shopping. Les campagnes dont la priorité est numériquement plus élevée ont priorité sur celles dont la priorité est plus faible.

enable_local

Option permettant d'activer les annonces pour les produits vendus dans les magasins locaux pour cette campagne.

Les produits en magasin sont activés par défaut si l'inventaire est disponible. Vous pouvez filtrer ces produits à l'aide de groupes de fiches.

language

Vous pouvez sélectionner plusieurs langues pour diffuser vos annonces auprès de groupes de clients spécifiques.

Objectifs de conversion

Vous pouvez remplacer les objectifs de conversion au niveau du client en mettant à jour les objectifs de conversion au niveau de la campagne, comme illustré dans cet exemple :

Java

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

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

  return customerConversionGoals;
}

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

C#

/// <summary>
/// Creates a MutateOperation that links an asset to an asset group.
/// </summary>
/// <param name="fieldType">The field type of the asset to be linked.</param>
/// <param name="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
                }
            }
        };
    }
}
AddPerformanceMaxRetailCampaign.cs
      

PHP

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

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

        return $customerConversionGoals;
    }

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

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

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

        return $operations;
    }
AddPerformanceMaxRetailCampaign.php
      

Python

def get_customer_conversion_goals(
    client: 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
add_performance_max_retail_campaign.py
      

Ruby

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

  customer_conversion_goals = []

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

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

  customer_conversion_goals
end

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

  operations = []

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

  operations
end
add_performance_max_retail_campaign.rb
      

Perl

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

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

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

  return $customer_conversion_goals;
}

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

  my $operations = [];
  # To override the customer conversion goals, we will change the biddability of
  # each of the customer conversion goals so that only the desired conversion goal
  # is biddable in this campaign.
  foreach my $customer_conversion_goal (@$customer_conversion_goals) {
    my $campaign_conversion_goal =
      Google::Ads::GoogleAds::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;
}
add_performance_max_retail_campaign.pl
      

curl

Remarque : Bien qu'aucun exemple de code REST direct ne soit fourni ici pour cette étape, vous pouvez effectuer cette opération à l'aide d'une requête REST manuelle.

Consultez la documentation sur l'interface REST de l'API Google Ads et les pages de référence spécifiques aux méthodes. Vous devrez créer la charge utile JSON en fonction des définitions proto.

Ressources clés :

• Utiliser REST
• Structure de l'interface REST
• Mappages de champs JSON
• Consultez la documentation de référence de l'API REST pour connaître le service et la méthode spécifiques.

Rapports Shopping

Utilisez shopping_performance_view pour récupérer les métriques récapitulées par segments de produits, tels que 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

Utilisez asset_group_product_group_view pour récupérer des métriques telles que les clics, les conversions et les impressions du groupe de fiches associé à ce groupe de composants.

Annonces pour des véhicules

Remarque : Les annonces de véhicules ne sont disponibles que dans certains pays. Pour en savoir plus sur la disponibilité, consultez la présentation des annonces de véhicules.

Les annonceurs peuvent utiliser des annonces de véhicules pour promouvoir leur inventaire de véhicules en important un flux de données de véhicules dans Merchant Center, puis en utilisant des campagnes Performance Max avec flux de véhicules pour gérer les annonces.

Pour créer une campagne Performance Max avec un flux de véhicules à l'aide de l'API Google Ads, suivez les instructions pour créer une campagne retail et définissez le listing_type de la campagne sur VEHICLES.