캠페인 내 실험

캠페인 내 실험은 단일 캠페인 내에서 특정 기능을 테스트하는 데 사용됩니다. 트래픽이 대조 및 실험 캠페인 간에 분할되는 시스템 관리 실험과 달리 캠페인 내 실험은 기능이 사용 설정되어 있는지 여부에 따라 캠페인 내에서 트래픽을 분할합니다.

이 워크플로는 다음 ExperimentType 값을 지원합니다.

ADOPT_AI_MAX
검색 캠페인에 대한 AI Max 기능의 영향을 테스트합니다.
ADOPT_BROAD_MATCH_KEYWORDS
검색 캠페인에 대한 확장검색 키워드의 영향을 테스트합니다.
PMAX_TEXT_CUSTOMIZATION_FINAL_URL_EXPANSION
실적 최대화 캠페인 기능(텍스트 맞춤설정 및 최종 URL 확장)을 테스트하는 데 사용됩니다. Google AI가 관련성 높은 방문 페이지로 트래픽을 전송하고 검색어와 더 일치하는 텍스트 애셋을 생성하도록 허용합니다.

설정

  1. 실험 유형, 대조 ExperimentArm, 실험 ExperimentArm을 제공하여 Experiment를 정의합니다. 각 실험 부문은 동일한 캠페인을 참조해야 합니다.
  2. 필드 마스크를 사용하여 실험의 테스트 기능을 사용 설정합니다. ADOPT_BROAD_MATCH_KEYWORDS에는 필요하지 않습니다. 대신 실험을 만들 때 확장검색 캠페인 설정이 자동으로 사용 설정됩니다.
  3. 실험 및 실험 부문을 만들고 (해당하는 경우) 테스트 기능을 사용 설정하는 변경 작업을 포함하는 GoogleAdsService.Mutate 요청을 보냅니다.

설정되면 트래픽의 50% 가 사용 설정된 기능 (실험 그룹)에 노출되고 50% 는 노출되지 않도록 (대조 그룹) 캠페인 내에서 트래픽이 분할됩니다.

자바

// Create the experiment resource name using a temporary ID.
String experimentResourceName = ResourceNames.experiment(customerId, -1L);

// Create the experiment.
Experiment experiment =
    Experiment.newBuilder()
        .setResourceName(experimentResourceName)
        .setName("ADOPT_AI_MAX Experiment #" + UUID.randomUUID())
        .setType(ExperimentType.ADOPT_AI_MAX)
        .build();
MutateOperation experimentOperation =
    MutateOperation.newBuilder()
        .setExperimentOperation(ExperimentOperation.newBuilder().setCreate(experiment).build())
        .build();

// Create the control arm. Both arms in an intra-campaign experiment reference the same base
// campaign.
ExperimentArm controlArm =
    ExperimentArm.newBuilder()
        .setExperiment(experimentResourceName)
        .setName("Control Arm")
        .setControl(true)
        .setTrafficSplit(50)
        .addCampaigns(ResourceNames.campaign(customerId, campaignId))
        .build();
MutateOperation controlArmOperation =
    MutateOperation.newBuilder()
        .setExperimentArmOperation(
            ExperimentArmOperation.newBuilder().setCreate(controlArm).build())
        .build();

// Create the treatment arm.
ExperimentArm treatmentArm =
    ExperimentArm.newBuilder()
        .setExperiment(experimentResourceName)
        .setName("Treatment Arm")
        .setControl(false)
        .setTrafficSplit(50)
        .addCampaigns(ResourceNames.campaign(customerId, campaignId))
        .build();
MutateOperation treatmentArmOperation =
    MutateOperation.newBuilder()
        .setExperimentArmOperation(
            ExperimentArmOperation.newBuilder().setCreate(treatmentArm).build())
        .build();

// Create a campaign operation with an update mask to enable AI Max and configure asset
// automation settings.
// Note: For intra-campaign experiments, these settings are applied to the base campaign but are
// only active for the treatment traffic split.
Campaign campaign =
    Campaign.newBuilder()
        .setResourceName(ResourceNames.campaign(customerId, campaignId))
        .setAiMaxSetting(AiMaxSetting.newBuilder().setEnableAiMax(true).build())
        .addAssetAutomationSettings(
            AssetAutomationSetting.newBuilder()
                .setAssetAutomationType(AssetAutomationType.TEXT_ASSET_AUTOMATION)
                .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN)
                .build())
        .addAssetAutomationSettings(
            AssetAutomationSetting.newBuilder()
                .setAssetAutomationType(
                    AssetAutomationType.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION)
                .setAssetAutomationStatus(AssetAutomationStatus.OPTED_IN)
                .build())
        .build();

CampaignOperation campaignOp =
    CampaignOperation.newBuilder()
        .setUpdate(campaign)
        .setUpdateMask(FieldMasks.allSetFieldsOf(campaign))
        .build();
MutateOperation campaignMutateOperation =
    MutateOperation.newBuilder().setCampaignOperation(campaignOp).build();

// Send all mutate operations in a single Mutate request.
List<MutateOperation> mutateOperations =
    ImmutableList.of(
        experimentOperation,
        controlArmOperation,
        treatmentArmOperation,
        campaignMutateOperation);

try (GoogleAdsServiceClient googleAdsServiceClient =
    googleAdsClient.getLatestVersion().createGoogleAdsServiceClient()) {

  MutateGoogleAdsRequest request =
      MutateGoogleAdsRequest.newBuilder()
          .setCustomerId(Long.toString(customerId))
          .addAllMutateOperations(mutateOperations)
          .build();

  MutateGoogleAdsResponse response = googleAdsServiceClient.mutate(request);

C#

// Create the experiment resource name using a temporary ID.
string experimentResourceName = ResourceNames.Experiment(customerId, -1);

// Create the experiment.
MutateOperation experimentOperation = new MutateOperation()
{
    ExperimentOperation = new ExperimentOperation()
    {
        Create = new Experiment()
        {
            ResourceName = experimentResourceName,
            Name = $"ADOPT_AI_MAX Experiment #{ExampleUtilities.GetRandomString()}",
            Type = ExperimentType.AdoptAiMax
        }
    }
};

// Create the control arm. Both arms in an intra-campaign experiment
// reference the same base campaign.
MutateOperation controlArmOperation = new MutateOperation()
{
    ExperimentArmOperation = new ExperimentArmOperation()
    {
        Create = new ExperimentArm()
        {
            Experiment = experimentResourceName,
            Name = "Control Arm",
            Control = true,
            TrafficSplit = 50,
            Campaigns = { ResourceNames.Campaign(customerId, campaignId) }
        }
    }
};

// Create the treatment arm.
MutateOperation treatmentArmOperation = new MutateOperation()
{
    ExperimentArmOperation = new ExperimentArmOperation()
    {
        Create = new ExperimentArm()
        {
            Experiment = experimentResourceName,
            Name = "Treatment Arm",
            Control = false,
            TrafficSplit = 50,
            Campaigns = { ResourceNames.Campaign(customerId, campaignId) }
        }
    }
};

// Create a campaign operation with an update mask to enable AI Max and
// configure asset automation settings.
// Note: For intra-campaign experiments, these settings are applied to the
// base campaign but are only active for the treatment traffic split.
Campaign campaign = new Campaign()
{
    ResourceName = ResourceNames.Campaign(customerId, campaignId),
    AiMaxSetting = new Campaign.Types.AiMaxSetting { EnableAiMax = true }
};

campaign.AssetAutomationSettings.Add(new Campaign.Types.AssetAutomationSetting
{
    AssetAutomationType = AssetAutomationType.TextAssetAutomation,
    AssetAutomationStatus = AssetAutomationStatus.OptedIn
});

campaign.AssetAutomationSettings.Add(new Campaign.Types.AssetAutomationSetting
{
    AssetAutomationType = AssetAutomationType.FinalUrlExpansionTextAssetAutomation,
    AssetAutomationStatus = AssetAutomationStatus.OptedIn
});

MutateOperation campaignOperation = new MutateOperation()
{
    CampaignOperation = new CampaignOperation()
    {
        Update = campaign,
        UpdateMask = FieldMasks.AllSetFieldsOf(campaign)
    }
};

// Send all mutate operations in a single Mutate request.
List<MutateOperation> mutateOperations = new List<MutateOperation>
{
    experimentOperation,
    controlArmOperation,
    treatmentArmOperation,
    campaignOperation
};

MutateGoogleAdsResponse response = googleAdsService.Mutate(
    customerId.ToString(), mutateOperations);

PHP

This example is not yet available in PHP; you can take a look at the other languages.

Python

# Create the experiment resource name using a temporary ID.
experiment_resource_name = googleads_service.experiment_path(
    customer_id, "-1"
)

# Create the experiment.
experiment_operation = client.get_type("MutateOperation")
experiment = experiment_operation.experiment_operation.create
experiment.resource_name = experiment_resource_name
experiment.name = f"ADOPT_AI_MAX Experiment #{uuid4()}"
experiment.type_ = client.enums.ExperimentTypeEnum.ADOPT_AI_MAX

# Create the control arm. Both arms in an intra-campaign experiment
# reference the same base campaign.
control_arm_operation = client.get_type("MutateOperation")
control_arm = control_arm_operation.experiment_arm_operation.create
control_arm.experiment = experiment_resource_name
control_arm.name = "Control Arm"
control_arm.control = True
control_arm.traffic_split = 50
control_arm.campaigns.append(
    googleads_service.campaign_path(customer_id, campaign_id)
)

# Create the treatment arm.
treatment_arm_operation = client.get_type("MutateOperation")
treatment_arm = treatment_arm_operation.experiment_arm_operation.create
treatment_arm.experiment = experiment_resource_name
treatment_arm.name = "Treatment Arm"
treatment_arm.control = False
treatment_arm.traffic_split = 50
treatment_arm.campaigns.append(
    googleads_service.campaign_path(customer_id, campaign_id)
)

# Create a campaign operation with an update mask to enable AI Max and
# configure asset automation settings.
# Note: For intra-campaign experiments, these settings are applied to the
# base campaign but are only active for the treatment traffic split.
campaign_operation = client.get_type("MutateOperation")
campaign = campaign_operation.campaign_operation.update
campaign.resource_name = googleads_service.campaign_path(
    customer_id, campaign_id
)
campaign.ai_max_setting.enable_ai_max = True

for asset_automation_type_enum in [
    client.enums.AssetAutomationTypeEnum.TEXT_ASSET_AUTOMATION,
    client.enums.AssetAutomationTypeEnum.FINAL_URL_EXPANSION_TEXT_ASSET_AUTOMATION,
]:
    asset_automation_setting = client.get_type(
        "Campaign"
    ).AssetAutomationSetting()
    asset_automation_setting.asset_automation_type = (
        asset_automation_type_enum
    )
    asset_automation_setting.asset_automation_status = (
        client.enums.AssetAutomationStatusEnum.OPTED_IN
    )
    campaign.asset_automation_settings.append(asset_automation_setting)

client.copy_from(
    campaign_operation.campaign_operation.update_mask,
    protobuf_helpers.field_mask(None, campaign._pb),
)

# Send all mutate operations in a single Mutate request.
mutate_operations = [
    experiment_operation,
    control_arm_operation,
    treatment_arm_operation,
    campaign_operation,
]

response = googleads_service.mutate(
    customer_id=customer_id,
    mutate_operations=mutate_operations,
)

Ruby

This example is not yet available in Ruby; you can take a look at the other languages.

Perl

This example is not yet available in Perl; you can take a look at the other languages.

curl

실험 보고

대조 및 실험 트래픽이 단일 캠페인 내에서 혼합되므로 직접 실험 보고를 사용하여 대조 그룹과 실험 그룹 간의 통계를 비교해야 합니다. 표준 캠페인 수준 보고는 전체 캠페인의 집계된 통계만 표시하며 두 그룹을 구분할 수 없습니다.

다음 GAQL 쿼리를 사용하여 ADOPT_AI_MAX 캠페인 내 실험의 클릭 통계를 가져올 수 있습니다.

SELECT
  experiment.resource_name,
  experiment.name,
  metrics.clicks,
  metrics.control_clicks,
  metrics.clicks_point_estimate,
  metrics.clicks_p_value
FROM experiment
WHERE experiment.type = 'ADOPT_AI_MAX'

실험 승격 또는 종료

결과를 평가한 후 ExperimentService를 사용하여 실험을 종료하거나 승격할 수 있습니다.

  • 종료: 결과가 만족스럽지 않으면 EndExperiment를 사용합니다. 기능이 사용 중지되고 캠페인이 실험 기능 없이 모든 트래픽을 게재하도록 되돌아갑니다. 이는 동기식 작업입니다.
  • 승격: 결과가 만족스러우면 PromoteExperiment를 사용합니다. 이렇게 하면 실험 변경사항이 캠페인의 새 영구 상태로 적용됩니다. 이는 비동기식 작업입니다. 자세한 내용은 비동기 오류를 참고하세요.

캠페인 내 실험에는 승격할 별도의 실험 캠페인이 없으므로 승격 작업이 지원되지 않습니다.

이전
시스템 관리 실험
다음
애셋 최적화 실험