Saisonale Anpassungen erstellen

Saisonale Anpassungen sind ein leistungsfähiges Tool, mit dem sich Smart Bidding-Strategien im Hinblick auf erwartete Änderungen der Conversion-Raten für anstehende Ereignisse optimieren lassen. Weitere Informationen zu saisonalen Anpassungen

Saisonale Anpassungen lassen sich programmgesteuert mit BiddingSeasonalityAdjustments erstellen.

Umfang

BiddingSeasonalityAdjustments haben ein erforderliches scope, das auf die folgenden Werte festgelegt werden kann. Zusätzliche bereichsspezifische Konfigurationsoptionen werden entsprechend dem verwendeten Bereich festgelegt.

  • CAMPAIGN: Die Anpassung wird auf bestimmte Kampagnen angewendet. Legen Sie das Feld campaigns auf eine Liste von Kampagnenressourcennamen fest, auf die diese Anpassung angewendet wird.
    • Die maximale Anzahl von Kampagnen pro BiddingSeasonalityAdjustment beträgt 2.000.
  • CHANNEL: Die Anpassung wird auf Kampagnen angewendet, die zu bestimmten Channneltypen gehören. Setzen Sie das Feld advertising_channel_types auf eine Liste von AdvertisingChannelTypes, auf die diese Anpassung angewendet wird.

Geräte

Zusätzlich zum Umfang können saisonale Anpassungen mit einer optionalen Liste von Gerätetypen konfiguriert werden, auf die die Anpassung angewendet wird. Wenn devices festgelegt ist, wird die Anpassung an die Saisonalität nur auf Traffic von den angegebenen Gerätetypen angewendet. Wenn nicht angegeben, werden alle Gerätetypen in die Anpassung einbezogen.

Datumsangaben, Uhrzeiten und der Modifikator für die Konversionsrate

Abgesehen vom Umfang und den optionalen Geräten hat jede saisonale Anpassung start_date_time und end_date_time sowie eine conversion_rate_modifier. Das Datum und die Uhrzeiten definieren das zukünftige Intervall, für das die Anpassung gilt. Der Modifikator ist der erwartete Multiplikator für die Conversion-Rate, der angewendet werden soll. Die Datumsangaben und Uhrzeiten sind in der Zeitzone des Kontos angegeben.

Beispiel

Im folgenden Beispiel wird gezeigt, wie Sie eine Anpassung an die Saisonalität mit dem Bereich CHANNEL erstellen. In den auskommentierten Abschnitten wird gezeigt, wie Sie Kampagnen angeben, wenn Sie stattdessen einen CAMPAIGN-Bereich festlegen.

Java

BiddingSeasonalityAdjustment seasonalityAdjustment =
    BiddingSeasonalityAdjustment.newBuilder()
        // A unique name is required for every seasonality adjustment.
        .setName("Seasonality adjustment #" + getPrintableDateTime())
        // The CHANNEL scope applies the conversionRateModifier to all campaigns of specific
        // advertising channel types. In this example, the conversionRateModifier will only
        // apply to Search campaigns. Use the CAMPAIGN scope to instead limit the scope to
        // specific campaigns.
        .setScope(SeasonalityEventScope.CHANNEL)
        .addAdvertisingChannelTypes(AdvertisingChannelType.SEARCH)
        // If setting scope CAMPAIGN, add individual campaign resource name(s) according to
        // the commented out line below.
        // .addCampaigns("INSERT_CAMPAIGN_RESOURCE_NAME_HERE")
        .setStartDateTime(startDateTime)
        .setEndDateTime(endDateTime)
        // The conversionRateModifier is the expected future conversion rate change. When this
        // field is unset or set to 1.0, no adjustment will be applied to traffic. The allowed
        // range is 0.1 to 10.0.
        .setConversionRateModifier(conversionRateModifier)
        .build();

BiddingSeasonalityAdjustmentOperation operation =
    BiddingSeasonalityAdjustmentOperation.newBuilder()
        .setCreate(seasonalityAdjustment)
        .build();

MutateBiddingSeasonalityAdjustmentsResponse response =
    seasonalityAdjustmentServiceClient.mutateBiddingSeasonalityAdjustments(
        customerId.toString(), ImmutableList.of(operation));
System.out.printf(
    "Added seasonality adjustment with resource name: %s%n",
    response.getResults(0).getResourceName());
AddBiddingSeasonalityAdjustment.java

C#

BiddingSeasonalityAdjustment seasonalityAdjustment =
    new BiddingSeasonalityAdjustment()
    {
        // A unique name is required for every seasonality adjustment.
        Name = "Seasonality adjustment #" + ExampleUtilities.GetRandomString(),
        // The CHANNEL scope applies the conversionRateModifier to all campaigns of
        // specific advertising channel types. In this example, the
        // conversionRateModifier will only apply to Search campaigns. Use the
        // CAMPAIGN scope to instead limit the scope to specific campaigns.
        Scope = SeasonalityEventScope.Channel,
        AdvertisingChannelTypes = { AdvertisingChannelType.Search },
        // If setting scope CAMPAIGN, add individual campaign resource name(s)
        // according to the commented out line below.
        // Campaigns = { "INSERT_CAMPAIGN_RESOURCE_NAME_HERE" },
        // The date range should be less than 14 days.
        StartDateTime = startDateTime,
        EndDateTime = endDateTime,
        // The conversionRateModifier is the expected future conversion rate change.
        // When this field is unset or set to 1.0, no adjustment will be applied to
        // traffic. The allowed range is 0.1 to 10.0.
        ConversionRateModifier = conversionRateModifier
    };

BiddingSeasonalityAdjustmentOperation operation =
    new BiddingSeasonalityAdjustmentOperation()
    {
        Create = seasonalityAdjustment
    };

try
{
    MutateBiddingSeasonalityAdjustmentsResponse response =
        biddingSeasonalityAdjustmentService.MutateBiddingSeasonalityAdjustments(
            customerId.ToString(), new[] { operation });
    Console.WriteLine($"Added seasonality adjustment with resource name: " +
        $"{response.Results[0].ResourceName}");
}
catch (GoogleAdsException e)
{
    Console.WriteLine("Failure:");
    Console.WriteLine($"Message: {e.Message}");
    Console.WriteLine($"Failure: {e.Failure}");
    Console.WriteLine($"Request ID: {e.RequestId}");
    throw;
}
AddBiddingSeasonalityAdjustment.cs

PHP

// Creates a bidding seasonality adjustment.
$seasonalityAdjustment = new BiddingSeasonalityAdjustment([
    // A unique name is required for every seasonality adjustment.
    'name' => 'Seasonality adjustment #' . Helper::getPrintableDatetime(),
    // The CHANNEL scope applies the conversionRateModifier to all campaigns of specific
    // advertising channel types. In this example, the conversionRateModifier will only
    // apply to Search campaigns. Use the CAMPAIGN scope to instead limit the scope to
    // specific campaigns.
    'scope' => SeasonalityEventScope::CHANNEL,
    'advertising_channel_types' => [AdvertisingChannelType::SEARCH],
    // If setting scope CAMPAIGN, add individual campaign resource name(s) according to
    // the commented out line below.
    // 'campaigns' => ['INSERT_CAMPAIGN_RESOURCE_NAME_HERE'],
    'start_date_time' => $startDateTime,
    'end_date_time' => $endDateTime,
    // The conversionRateModifier is the expected future conversion rate change. When this
    // field is unset or set to 1.0, no adjustment will be applied to traffic. The allowed
    // range is 0.1 to 10.0.
    'conversion_rate_modifier' => $conversionRateModifier
]);

// Creates a bidding seasonality adjustment operation.
$biddingSeasonalityAdjustmentOperation = new BiddingSeasonalityAdjustmentOperation();
$biddingSeasonalityAdjustmentOperation->setCreate($seasonalityAdjustment);

// Submits the bidding seasonality adjustment operation to add the bidding seasonality
// adjustment.
$biddingSeasonalityAdjustmentServiceClient =
    $googleAdsClient->getBiddingSeasonalityAdjustmentServiceClient();
$response = $biddingSeasonalityAdjustmentServiceClient->mutateBiddingSeasonalityAdjustments(
    MutateBiddingSeasonalityAdjustmentsRequest::build(
        $customerId,
        [$biddingSeasonalityAdjustmentOperation]
    )
);

printf(
    "Added seasonality adjustment with resource name: '%s'.%s",
    $response->getResults()[0]->getResourceName(),
    PHP_EOL
);
AddBiddingSeasonalityAdjustment.php

Python

bidding_seasonality_adjustment_service: (
    BiddingSeasonalityAdjustmentServiceClient
) = client.get_service("BiddingSeasonalityAdjustmentService")
operation: BiddingSeasonalityAdjustmentOperation = client.get_type(
    "BiddingSeasonalityAdjustmentOperation"
)
bidding_seasonality_adjustment: BiddingSeasonalityAdjustment = (
    operation.create
)
# A unique name is required for every seasonality adjustment.
bidding_seasonality_adjustment.name = f"Seasonality adjustment #{uuid4()}"
# The CHANNEL scope applies the conversion_rate_modifier to all campaigns of
# specific advertising channel types. In this example, the
# conversion_rate_modifier will only apply to Search campaigns. Use the
# CAMPAIGN scope to instead limit the scope to specific campaigns.
bidding_seasonality_adjustment.scope = (
    client.enums.SeasonalityEventScopeEnum.CHANNEL
)
bidding_seasonality_adjustment.advertising_channel_types.append(
    client.enums.AdvertisingChannelTypeEnum.SEARCH
)
# If setting scope CAMPAIGN, add individual campaign resource name(s)
# according to the commented out line below.
#
# bidding_seasonality_adjustment.campaigns.append(
#     "INSERT_CAMPAIGN_RESOURCE_NAME_HERE"
# )

bidding_seasonality_adjustment.start_date_time = start_date_time
bidding_seasonality_adjustment.end_date_time = end_date_time
# The conversion_rate_modifier is the expected future conversion rate
# change. When this field is unset or set to 1.0, no adjustment will be
# applied to traffic. The allowed range is 0.1 to 10.0.
bidding_seasonality_adjustment.conversion_rate_modifier = (
    conversion_rate_modifier
)

response: MutateBiddingSeasonalityAdjustmentsResponse = (
    bidding_seasonality_adjustment_service.mutate_bidding_seasonality_adjustments(
        customer_id=customer_id, operations=[operation]
    )
)

resource_name: str = response.results[0].resource_name

print(f"Added seasonality adjustment with resource name: '{resource_name}'")
add_bidding_seasonality_adjustment.py

Ruby

client = Google::Ads::GoogleAds::GoogleAdsClient.new

operation = client.operation.create_resource.bidding_seasonality_adjustment do |bsa|
  # A unique name is required for every seasonality adjustment.
  bsa.name = "Seasonality Adjustment #{(Time.new.to_f * 1000).to_i}"

  # The CHANNEL scope applies the conversion_rate_modifier to all campaigns
  # of specific advertising channel types. In this example, the
  # conversion_rate_modifier will only apply to Search campaigns. Use the
  # CAMPAIGN scope to instead limit the scope to specific campaigns.
  bsa.scope = :CHANNEL
  bsa.advertising_channel_types << :SEARCH

  # If setting scope CAMPAIGN, add individual campaign resource name(s)
  # according to the commented out line below.
  #
  # bsa.campaigns << "INSERT_CAMPAIGN_RESOURCE_NAME_HERE"

  bsa.start_date_time = start_date_time
  bsa.end_date_time = end_date_time

  # The conversion_rate_modifier is the expected future conversion rate
  # change. When this field is unset or set to 1.0, no adjustment will be
  # applied to traffic. The allowed range is 0.1 to 10.0.
  bsa.conversion_rate_modifier = conversion_rate_modifier
end

response = client.service.bidding_seasonality_adjustment.mutate_bidding_seasonality_adjustments(
  customer_id: customer_id,
  operations: [operation],
)

puts "Added seasonality adjustment with resource name #{response.results.first.resource_name}"
add_bidding_seasonality_adjustment.rb

Perl

my $seasonality_adjustment =
  Google::Ads::GoogleAds::V21::Resources::BiddingSeasonalityAdjustment->new({
    # A unique name is required for every seasonality adjustment.
    name => "Seasonality adjustment #" . uniqid(),
    # The CHANNEL scope applies the conversion_rate_modifier to all campaigns
    # of specific advertising channel types. In this example, the conversion_rate_modifier
    # will only apply to Search campaigns. Use the CAMPAIGN scope to instead
    # limit the scope to specific campaigns.
    scope                   => CHANNEL,
    advertisingChannelTypes => [SEARCH],
    # If setting scope CAMPAIGN, add individual campaign resource name(s)
    # according to the commented out line below.
    # campaigns     => ["INSERT_CAMPAIGN_RESOURCE_NAME_HERE"],
    startDateTime => $start_date_time,
    endDateTime   => $end_date_time,
    # The conversion_rate_modifier is the expected future conversion rate change.
    # When this field is unset or set to 1.0, no adjustment will be applied to traffic.
    # The allowed range is 0.1 to 10.0.
    conversionRateModifier => $conversion_rate_modifier
  });

my $operation =
  Google::Ads::GoogleAds::V21::Services::BiddingSeasonalityAdjustmentService::BiddingSeasonalityAdjustmentOperation
  ->new({
    create => $seasonality_adjustment
  });

my $response = $api_client->BiddingSeasonalityAdjustmentService()->mutate({
    customerId => $customer_id,
    operations => [$operation]});

printf "Added seasonality adjustment with resource name: '%s'.\n",
  $response->{results}[0]{resourceName};
add_bidding_seasonality_adjustment.pl

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