Mit Performance Max-Kampagnen für den Einzelhandel können Sie Ihre Reichweite und Ihre Ziele steigern, da Ihre Anzeigen in zusätzlichem Inventar ausgeliefert werden.
Möglicherweise müssen Sie neue Assets wie Text, Bilder oder Videos erstellen, damit Anzeigen in neuen Formaten und auf neuen Plattformen ausgeliefert werden können, z. B. Textanzeigen, Anzeigen im Discover-Feed, In-Stream-Videoanzeigen auf YouTube und Displayanzeigen.
Wenn Sie wissen, bei welchen Nutzersegmenten die Wahrscheinlichkeit einer Conversion besonders hoch ist, können Sie das jetzt mithilfe von Zielgruppensignalen bei Google angeben.
Hier sind einige weitere Verbesserungen, die Performance Max-Kampagnen im Vergleich zu Standard-Shopping-Kampagnen bieten:
- Ausrichtung auf Sprachen basierend auf Merchant Center-Feed oder Kampagnenkriterien
- Erweiterung der finalen URL
- Alle Geschäfte werden ausgerichtet, wenn das Zielvorhaben „Ladenbesuche“ ausgewählt ist
- Conversion-Zielvorhaben lassen sich auf Kunden- oder Kampagnenebene festlegen.
Merchant Center-Konto mit Google Ads-Konto verknüpfen
Damit Sie Performance Max-Kampagnen für den Einzelhandel verwenden können, muss das Google Ads-Konto mit einem vorhandenen Merchant Center-Konto verknüpft sein. Wenn Sie eine Verknüpfung zum Merchant Center herstellen, können Assets automatisch für die Kampagne generiert werden. Reichweite und Leistung sind dann jedoch eingeschränkt.
Asset-Gruppen hinzufügen
Wenn Sie eine Asset-Gruppe hinzufügen, werden Shopping- und dynamische Remarketing-Channels aktiviert. Wenn Sie die URL-Erweiterung festlegen, werden dynamische Suchanzeigen aktiviert. Je mehr Assets Sie zur Verfügung stellen, desto mehr Anzeigenformate können im System erstellt werden, um zusätzliches Inventar anzusprechen.
Wir empfehlen, jede Asset-Gruppe auf unterschiedliche Produkte auszurichten. Beachten Sie, dass es Einschränkungen für Eintragssammlungen gibt. Als Best Practice sollten Sie nur eine bestimmte Gruppe von Produkten aus einer Asset-Gruppe ausrichten, z. B. Produkte A bis L in Asset-Gruppe 1 und Produkte M bis Z in Asset-Gruppe 2.
Wenn Sie die Botschaft Ihrer Assets an die Zielgruppe anpassen möchten, können Sie mehrere Asset-Gruppen pro Kampagne erstellen. So können Sie verschiedene Asset-Gruppen für dieselbe finale URL erstellen.
Weitere Optimierungstipps für die Einrichtung von Performance Max-Kampagnen
Performance Max-Kampagne für den Einzelhandel erstellen
Wie bei anderen Shopping-Kampagnen müssen Sie die ShoppingSetting
-Felder der Kampagne festlegen.
Erforderlich
merchant_id
- Die Merchant Center-ID des Kontos, das die zu bewerbenden Produkte enthält.
Optional
feed_label
Ein String, der für das Feedlabel verwendet wird, wie in Ihrem Merchant Center definiert. Dieses Feld sollte verwendet werden, wenn Sie Produkte aus einem bestimmten Merchant Center-Feed auswählen müssen. Wenn nichts angegeben ist, werden für die Kampagne alle verfügbaren Feeds im Merchant Center verwendet.
Wenn Sie zuvor das eingestellte
sales_country
im Format mit dem zweistelligen Ländercode (XX
) verwendet haben, sollten Sie stattdessenfeed_label
verwenden. Weitere Informationen finden Sie im Hilfeartikel Feedlabel.Wenn Sie einen Ländercode in einem
feed_label
einreichen, werden Anzeigen nicht automatisch in diesem Land ausgeliefert. Sie müssen zuerst geografisches Targeting einrichten.campaign_priority
Die Priorität der Shopping-Kampagne. Kampagnen mit numerisch höheren Prioritäten haben Vorrang vor Kampagnen mit niedrigeren Prioritäten.
enable_local
Mit dieser Option können Sie Anzeigen für Produkte aktivieren, die in Geschäften vor Ort verkauft werden.
Lokal erhältliche Produkte sind standardmäßig aktiviert, wenn Inventar vorhanden ist. Das lässt sich mithilfe von Eintragsgruppen filtern.
language
Sie haben die Möglichkeit, mehrere Sprachen auszuwählen, damit Ihre Anzeigen bestimmten Nutzergruppen präsentiert werden.
Conversion-Zielvorhaben
Sie können Conversion-Zielvorhaben auf Kundenebene überschreiben, indem Sie Conversion-Zielvorhaben auf Kampagnenebene aktualisieren, wie in diesem Beispiel dargestellt:
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; }
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, 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 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
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::V20::Resources::CampaignConversionGoal->new({ resourceName => Google::Ads::GoogleAds::V20::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::V20::Services::GoogleAdsService::MutateOperation ->new({ campaignConversionGoalOperation => Google::Ads::GoogleAds::V20::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; }
Shopping-Berichte
Verwenden Sie shopping_performance_view
, um Messwerte abzurufen, die nach Produktsegmenten wie segments.product_item_id
zusammengefasst sind.
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
Mit asset_group_product_group_view
können Sie Messwerte wie Klicks, Conversions und Impressionen der Eintragsgruppe abrufen, die dieser Asset-Gruppe zugeordnet ist.
Fahrzeuganzeigen
Werbetreibende können Fahrzeuganzeigen verwenden, um ihr Fahrzeuginventar zu bewerben. Dazu laden sie einen Feed für Fahrzeugdaten in das Merchant Center hoch und verwalten Anzeigen dann mit Performance Max-Kampagnen mit Fahrzeugfeeds.
Wenn Sie eine Performance Max-Kampagne mit einem Fahrzeugfeed über die Google Ads API erstellen möchten, folgen Sie der Anleitung unter Einzelhandelskampagne erstellen und legen Sie listing_type
der Kampagne auf VEHICLES
fest.