商品推广自动投放

注意

自动投放表达式会自动为每个自动投放广告活动创建；您不需要手动创建自动投放表达式。

自动投放表达式允许您为自动投放广告活动中的搜索词和产品的分组选择不同的竞价。

如果您没有设置任何自动投放子句，您的广告组将使用在广告组创建期间分配的默认竞价进行所有投放。然而，您可以使用自动投放表达式为不同类型的投放内容设置不同的竞价。

自动投放支持基于分配给广告组的 ASIN（作为产品广告）的四种投放类型。

支持的表达式类型

前提条件

创建自动投放广告活动。
创建广告组。完成这一步骤后，将自动创建四个自动投放表达式。
在广告组中至少创建一项产品广告

获取投放目标编号

首先，您需要检索作为广告活动一部分创建的自动投放表达式的目标编号。

接口

[POST /sp/targets/list sponsored-products/3-0/openapi/prod#/targetingClauses/listsponsoredPro ](../../ .html)

示例

提示

在请求消息体中使用campaignId 或 adGroupId 筛选条件，仅返回您的自动广告活动的投放目标。

curl --location --request POST 'https://advertising-api.amazon.com/sp/targets/list' \
--header 'Amazon-Advertising-API-ClientId: amzn1.application-oa2-client.xxxxxxxxx' \
--header 'Authorization: Bearer Atza|xxxxxxxxxx' \
--header 'Amazon-Advertising-API-Scope: xxxxxxxxxxx' \
--header 'Prefer: return=representation' \
--header 'Accept: application/vnd.spTargetingClause.v3+json' \
--header 'Content-Type: application/vnd.spTargetingClause.v3+json' \
--data-raw '{
  "campaignIdFilter": {
    "include": [
      "auto_campaign_id"
    ]
  }
}'

响应体应包含为您的广告组创建的四个自动投放表达式（每种对应一个支持的表达式类型）。这些定向子句在此阶段不包含竞价。

{
  "targetingClauses": [
    {
      "adGroupId": "184667233956202",
      "campaignId": "42586816713082",
      "expression": [
        {
          "type": "QUERY_HIGH_REL_MATCHES"
        }
      ],
      "expressionType": "AUTO",
      "resolvedExpression": [
        {
          "type": "QUERY_HIGH_REL_MATCHES"
        }
      ],
      "state": "ENABLED",
      "targetId": "31667521455534"
    },
    {
      "adGroupId": "184667233956202",
      "campaignId": "42586816713082",
      "expression": [
        {
          "type": "QUERY_BROAD_REL_MATCHES"
        }
      ],
      "expressionType": "AUTO",
      "resolvedExpression": [
        {
          "type": "QUERY_BROAD_REL_MATCHES"
        }
      ],
      "state": "ENABLED",
      "targetId": "275709419154538"
    },
    {
      "adGroupId": "184667233956202",
      "campaignId": "42586816713082",
      "expression": [
        {
          "type": "ASIN_ACCESSORY_RELATED"
        }
      ],
      "expressionType": "AUTO",
      "resolvedExpression": [
        {
          "type": "ASIN_ACCESSORY_RELATED"
        }
      ],
      "state": "ENABLED",
      "targetId": "54866135241200"
    },
    {
      "adGroupId": "184667233956202",
      "campaignId": "42586816713082",
      "expression": [
        {
          "type": "ASIN_SUBSTITUTE_RELATED"
        }
      ],
      "expressionType": "AUTO",
      "resolvedExpression": [
        {
          "type": "ASIN_SUBSTITUTE_RELATED"
        }
      ],
      "state": "ENABLED",
      "targetId": "14640417682469"
    }
  ],
  "totalResults": 4
}

记下每个表达式的 targetId，以便在将来的步骤中使用。

获取竞价建议

您可以使用基于主题的竞价建议来获取每个表达式类型对应的建议竞价。您需要输入 campaignId 和 adGroupId。您的 adGroupId 应具有有效的产品广告子实体。

接口

POST sp/targets/bid/recommendations

请求

curl --location --request POST 'https://advertising-api.amazon.com/sp/targets/bid/recommendations' \
--header 'Amazon-Advertising-API-ClientId: amzn1.application-oa2-client.xxxxxxxxx' \
--header 'Authorization: Bearer Atza|xxxxxxxxx' \
--header 'Amazon-Advertising-API-Scope: xxxxxxxxxx' \
--header 'Prefer: return=representation' \
--header 'Accept: application/vnd.spthemebasedbidrecommendation.v3+json' \
--header 'Content-Type: application/vnd.spthemebasedbidrecommendation.v3+json' \
--data-raw '{
  "recommendationType": "BIDS_FOR_EXISTING_AD_GROUP",
  "targetingExpressions": [
    {
      "type": "CLOSE_MATCH"
    },
    {
      "type": "COMPLEMENTS"
    },
    {
      "type": "LOOSE_MATCH"
    },
    {
      "type": "SUBSTITUTES"
    }
  ],
  "campaignId": "auto_campaignId",
  "adGroupId": "auto_campaign_adGroupId"
}‘

Response

The response contains minimum, median, and maximum suggested bids for each type of targeting expression.

{
    "bidRecommendations": [
        {
            "theme": "CONVERSION_OPPORTUNITIES",
            "impactMetrics": {
                "clicks": {
                    "values": [
                        {
                            "lower": 24,
                            "upper": 32
                        },
                        {
                            "lower": 48,
                            "upper": 64
                        },
                        {
                            "lower": 71,
                            "upper": 96
                        }
                    ]
                },
                "orders": {
                    "values": [
                        {
                            "lower": 3,
                            "upper": 4
                        },
                        {
                            "lower": 5,
                            "upper": 7
                        },
                        {
                            "lower": 8,
                            "upper": 10
                        }
                    ]
                }
            },
            "bidRecommendationsForTargetingExpressions": [
                {
                    "targetingExpression": {
                        "type": "CLOSE_MATCH",
                        "value": null
                    },
                    "bidValues": [
                        {
                            "suggestedBid": 0.77
                        },
                        {
                            "suggestedBid": 1
                        },
                        {
                            "suggestedBid": 1.28
                        }
                    ]
                },
                {
                    "targetingExpression": {
                        "type": "COMPLEMENTS",
                        "value": null
                    },
                    "bidValues": [
                        {
                            "suggestedBid": 1.01
                        },
                        {
                            "suggestedBid": 1.11
                        },
                        {
                            "suggestedBid": 1.25
                        }
                    ]
                },
                {
                    "targetingExpression": {
                        "type": "LOOSE_MATCH",
                        "value": null
                    },
                    "bidValues": [
                        {
                            "suggestedBid": 0.12
                        },
                        {
                            "suggestedBid": 0.13
                        },
                        {
                            "suggestedBid": 0.16
                        }
                    ]
                },
                {
                    "targetingExpression": {
                        "type": "SUBSTITUTES",
                        "value": null
                    },
                    "bidValues": [
                        {
                            "suggestedBid": 0.64
                        },
                        {
                            "suggestedBid": 1.01
                        },
                        {
                            "suggestedBid": 1.36
                        }
                    ]
                }
            ]
        }
    ]
}

更新投放表达式的竞价

明确每个自动投放表达式对应的竞价后，您可以更新竞价。

接口

PUT sp/targets

示例

curl --location --request PUT 'https://advertising-api.amazon.com/sp/targets' \
--header 'Amazon-Advertising-API-ClientId: amzn1.application-oa2-client.xxxxxxxxx' \
--header 'Authorization: Bearer Atza|xxxxxxxxxx' \
--header 'Amazon-Advertising-API-Scope: xxxxxxxxxx' \
--header 'Prefer: return=representation' \
--header 'Accept: application/vnd.spTargetingClause.v3+json' \
--header 'Content-Type: application/vnd.spTargetingClause.v3+json' \
--data-raw '{
  "targetingClauses": [
    {
      "targetId": "137528803021084",
      "bid": 3.25
    }
  ]
}'

开发人员指南概述

亚马逊广告 API 概览

商品推广自动投放

注意

支持的表达式类型

前提条件

获取投放目标编号

接口

示例

提示

获取竞价建议

接口

请求

Response

更新投放表达式的竞价

接口

示例

后续步骤