以提高线上销售额为目标且使用产品 Feed 的效果最大化广告系列（零售）

借助指定零售目标的效果最大化广告系列，您可以在更多广告资源中投放广告，从而扩大覆盖面并实现更多目标。

您可能需要创建新的素材资源（例如文字、图片或视频），以便在新的格式和展示位置（例如文字、Google 探索、YouTube 插播广告和展示广告）中投放广告。

现在，如果您对于哪些细分用户群更有可能转化有独到见解，可以利用受众群体信号告知 Google。

与标准购物广告系列相比，效果最大化广告系列具有以下优势：

根据 Merchant Center Feed 或广告系列条件进行语言定位
最终到达网址扩展
选择“实体店光顾”目标后，系统会定位到所有实体店
能够按客户或按广告系列设置转化目标

将 Merchant Center 账号与 Google Ads 账号相关联

如需使用指定零售目标的效果最大化广告系列，Google Ads 账号必须与现有的 Merchant Center 账号相关联。与 Merchant Center 相关联后，系统可以自动为广告系列生成素材资源，但覆盖面和效果会受到限制。

添加素材资源组

添加素材资源组后，系统会启用购物广告和动态再营销渠道；设置网址扩展后，系统会启用动态搜索广告。一般来说，您提供的素材资源越多，系统可制作的广告格式就越多，可用来定位更多广告资源。

我们建议让每个素材资源组分别定位到不同的产品。请注意，产品信息组存在限制。作为最佳实践，您应仅定位到素材资源组中的特定产品组，例如，素材资源组 1 定位到产品 A-L，素材资源组 2 定位到产品 M-Z。

如果您希望按受众群体定制素材资源讯息，可以为一个广告系列创建多个素材资源组。这样，您就可以为同一最终到达网址创建不同的素材资源组。

了解在设置效果最大化广告系列时可采取的更多优化技巧。

制作指定零售目标的效果最大化广告系列

与其他购物广告系列一样，设置广告系列的 ShoppingSetting 字段。

必填

merchant_id: 包含要宣传的产品的账号的 Merchant Center ID。

可选

feed_label

一个字符串，用作 Merchant Center 中定义的 Feed 标签。如果您需要从特定的 Merchant Center Feed中选择产品，则应使用此字段。如果未指定，则广告系列会使用 Merchant Center 中的所有可用 Feed。

如果您之前使用的是已废弃的 sales_country（采用双字母国家/地区代码 (XX) 格式），则应改用 feed_label。如需了解详情，请参阅 Feed 标签支持文章。

请注意，在 feed_label 中提交国家/地区代码不会自动启用在该国家/地区投放广告的功能；您必须先设置地理位置定位。

campaign_priority

购物广告系列的优先级。优先级数值较高的广告系列优先于优先级较低的广告系列。

enable_local

此广告系列的“为本地店铺所售产品启用广告”选项。

如果存在产品目录，系统会默认启用本地产品。您可以使用产品信息组进行过滤。

language

您可以选择多种语言，向多个不同的具体客户群体展示您的广告。

转化目标

您可以通过更新广告系列级转化目标来替换客户级转化目标，如以下示例所示：

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;
}