प्रॉडक्ट फ़ीड (रीटेल) की मदद से, ऑनलाइन सेल के लिए परफ़ॉर्मेंस मैक्स कैंपेन बनाना

खुदरा कारोबार के लिए परफ़ॉर्मेंस मैक्स कैंपेन का इस्तेमाल करके, आपको अतिरिक्त इन्वेंट्री में विज्ञापन दिखाने का मौका देकर, अपनी पहुंच और लक्ष्यों को बढ़ाया जा सकता है.

विज्ञापनों को टेक्स्ट, डिस्कवर, YouTube इन-स्ट्रीम, और डिसप्ले जैसे नए फ़ॉर्मैट और प्लैटफ़ॉर्म पर दिखाने के लिए, आपको टेक्स्ट, इमेज या वीडियो जैसी नई एसेट बनाने की ज़रूरत पड़ सकती है.

अगर आपको इस बारे में खास जानकारी है कि आपके उपयोगकर्ताओं के किन सेगमेंट के ग्राहक में बदलने की संभावना ज़्यादा है, तो अब Google को यह बताने के लिए, ऑडियंस सिग्नल का भी इस्तेमाल किया जा सकता है.

यहां स्टैंडर्ड शॉपिंग कैंपेन की तुलना में, परफ़ॉर्मेंस मैक्स कैंपेन से मिलने वाले कुछ और फ़ायदों के बारे में बताया गया है:

  • Merchant Center फ़ीड या कैंपेन की शर्तों के आधार पर भाषा के हिसाब से टारगेट करना
  • फ़ाइनल यूआरएल एक्सपैंशन
  • स्टोर विज़िट का लक्ष्य चुनने पर, सभी स्टोर को टारगेट किया जाता है
  • हर ग्राहक या हर कैंपेन के हिसाब से कन्वर्ज़न लक्ष्य सेट करने की सुविधा

खुदरा कारोबार के लिए बेहतरीन परफ़ॉर्मेंस में मदद करने वाले कैंपेन का इस्तेमाल करने के लिए, Google Ads खाता किसी मौजूदा Merchant Center खाते से लिंक होना चाहिए. Merchant Center से लिंक करने पर, कैंपेन के लिए एसेट अपने-आप जनरेट हो जाएंगी. हालांकि, इसकी पहुंच और परफ़ॉर्मेंस पर बुरा असर पड़ेगा.

एसेट ग्रुप जोड़ें

ऐसेट ग्रुप जोड़ने से, शॉपिंग और डाइनैमिक रीमार्केटिंग चैनल चालू हो जाते हैं. साथ ही, यूआरएल एक्सपैंशन सेट करने पर डाइनैमिक सर्च विज्ञापन दिखने लगते हैं. आम तौर पर, अगर आप ज़्यादा एसेट उपलब्ध कराते हैं, तो सिस्टम अतिरिक्त इन्वेंट्री को टारगेट करने के लिए उतने ही ज़्यादा विज्ञापन फ़ॉर्मैट बना सकता है.

हमारा सुझाव है कि हर ऐसेट ग्रुप अलग-अलग प्रॉडक्ट को टारगेट करे. ध्यान दें कि लिस्टिंग ग्रुप के लिए सीमा, स्मार्ट शॉपिंग कैंपेन के प्रॉडक्ट ग्रुप में पहले से उपलब्ध सीमा से कम है. इसलिए, सबसे सही तरीका यह है कि आपको किसी ऐसेट ग्रुप में मौजूद प्रॉडक्ट के किसी खास सेट को ही टारगेट करना चाहिए. उदाहरण के लिए, प्रॉडक्ट A-L, ऐसेट ग्रुप 1 में और प्रॉडक्ट M-Z, ऐसेट ग्रुप 2 में होंगे.

अगर आपको ऑडियंस के हिसाब से, ऐसेट के मैसेज को पसंद के मुताबिक बनाना है, तो हर कैंपेन के लिए कई ऐसेट ग्रुप बनाए जा सकते हैं. इस तरह, एक ही फ़ाइनल यूआरएल के लिए अलग-अलग ऐसेट ग्रुप बनाए जा सकते हैं.

परफ़ॉर्मेंस मैक्स कैंपेन को सेट अप करते समय, ऑप्टिमाइज़ेशन से जुड़े और सुझाव देखें.

परफ़ॉर्मेंस मैक्स रीटेल कैंपेन बनाना

अन्य शॉपिंग कैंपेन की तरह ही, कैंपेन के ShoppingSetting फ़ील्ड को भी सेट करें.

ज़रूरी है

merchant_id
उस खाते का Merchant Center आईडी जिसमें विज्ञापन देने के लिए प्रॉडक्ट शामिल हैं.

ज़रूरी नहीं

feed_label

आपके Merchant Center में मौजूद फ़ीड के लेबल के लिए इस्तेमाल की जाने वाली स्ट्रिंग. इस फ़ील्ड का इस्तेमाल तब करना चाहिए, जब आपको किसी खास Merchant Center फ़ीड से प्रॉडक्ट चुनने हों. अगर प्रॉडक्ट की जानकारी नहीं दी गई है, तो कैंपेन में Merchant Center में उपलब्ध सभी फ़ीड का इस्तेमाल किया जाता है.

अगर आपने पहले ऐसे sales_country का इस्तेमाल किया है जो अब सेवा में नहीं है, तो दो अक्षरों वाले देश कोड (XX) फ़ॉर्मैट में, इसकी जगह feed_label का इस्तेमाल करें. ज़्यादा जानकारी के लिए, फ़ीड लेबल के बारे में सहायता लेख पढ़ें.

ध्यान दें कि feed_label में देश कोड सबमिट करने से, उस देश में विज्ञापन दिखाने की सुविधा अपने-आप चालू नहीं होती. आपको सबसे पहले भौगोलिक जगह के हिसाब से टारगेटिंग सेट अप करनी होगी.

campaign_priority

शॉपिंग कैंपेन की प्राथमिकता. कम प्राथमिकता वाले कैंपेन के मुकाबले, संख्या के हिसाब से ज़्यादा प्राथमिकता वाले कैंपेन को प्राथमिकता दी जाती है.

enable_local

इस कैंपेन के लिए, स्थानीय स्टोर में बेचे जाने वाले प्रॉडक्ट के लिए विज्ञापन चालू करने का विकल्प.

इन्वेंट्री मौजूद होने पर, स्थानीय प्रॉडक्ट की सुविधा डिफ़ॉल्ट रूप से चालू होती है. लिस्टिंग ग्रुप का इस्तेमाल करके फ़िल्टर किया जा सकता है.

language

अलग-अलग तरह के ग्राहकों को विज्ञापन दिखाने के लिए, अलग-अलग भाषाएं चुनी जा सकती हैं.

कन्वर्ज़न लक्ष्य

स्मार्ट शॉपिंग कैंपेन से माइग्रेट करते समय, कैंपेन-लेवल पर सभी कन्वर्ज़न लक्ष्य एक जैसा काम करते हैं. हालांकि, स्टोर विज़िट के मामले में ऐसा नहीं होता.

इस उदाहरण में दिखाए गए तरीके से, कैंपेन लेवल के कन्वर्ज़न लक्ष्यों को अपडेट करके, ग्राहक-लेवल के कन्वर्ज़न लक्ष्यों को बदला जा सकता है:

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="assetGroupResourceName">The resource name of the asset group
/// to link the asset to.</param>
/// <param name="assetResourceName">The resource name of the text asset to be
/// linked.</param>
/// <returns>A MutateOperation that links an asset to an asset group.</returns>
private MutateOperation CreateLinkAssetOperation(
    AssetFieldType fieldType,
    string assetGroupResourceName,
    string assetResourceName) => new MutateOperation()
    {
        AssetGroupAssetOperation = new AssetGroupAssetOperation()
        {
            Create = new AssetGroupAsset()
            {
                FieldType = fieldType,
                AssetGroup = assetGroupResourceName,
                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)->setPageSize(self::PAGE_SIZE)
    );

    // 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, customer_id):
    """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 = client.get_service("GoogleAdsService")
    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
    # GoogleAdsService.search instead of search_stream.
    search_request = client.get_type("SearchGoogleAdsRequest")
    search_request.customer_id = customer_id
    search_request.query = query
    search_request.page_size = 10000
    results = 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,
    customer_id,
    customer_conversion_goals,
):
    """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 = client.get_service(
        "CampaignConversionGoalService"
    )
    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.
    for customer_conversion_goal in customer_conversion_goals:
        mutate_operation = client.get_type("MutateOperation")
        campaign_conversion_goal = (
            mutate_operation.campaign_conversion_goal_operation.update
        )

        campaign_conversion_goal.resource_name = (
            campaign_conversion_goal_service.campaign_conversion_goal_path(
                customer_id,
                _PERFORMANCE_MAX_CAMPAIGN_TEMPORARY_ID,
                customer_conversion_goal["category"].name,
                customer_conversion_goal["origin"].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 (
            customer_conversion_goal["category"]
            == client.enums.ConversionActionCategoryEnum.PURCHASE
            and customer_conversion_goal["origin"]
            == 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,
      page_size: PAGE_SIZE,
  )

  # 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,
    pageSize   => PAGE_SIZE
  });

  # 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::V16::Resources::CampaignConversionGoal->new({
        resourceName =>
          Google::Ads::GoogleAds::V16::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::V16::Services::GoogleAdsService::MutateOperation
      ->new({
        campaignConversionGoalOperation =>
          Google::Ads::GoogleAds::V16::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

शॉपिंग रिपोर्ट

segments.product_item_id जैसे प्रॉडक्ट सेगमेंट से खास जानकारी पाने के लिए, shopping_performance_view का इस्तेमाल करें.

SELECT
  segments.product_item_id,
  metrics.clicks,
  metrics.cost_micros,
  metrics.impressions,
  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

इस ऐसेट ग्रुप से जुड़े लिस्टिंग ग्रुप से क्लिक, कन्वर्ज़न, और इंप्रेशन जैसी मेट्रिक को फिर से पाने के लिए, asset_group_product_group_view का इस्तेमाल करें.

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