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Campaign targeting changes

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From Google: …

From Google:
At the AdWords API v201109 workshop event in New York City, Google Developer Advocate Aaron Karp gives a talk on the recent campaign targeting changes. Slides for this presentation are available at http://goo.gl/8PIzz.

Published in: Business, Technology

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Transcript

  • 1. Campaign TargetingChangesFine-Tuning Your Campaigns
  • 2. Topics ● Contrasting v201109 with v201101 ● Examples ● Helper Services ○ ConstantDataService ○ LocationCriterionService
  • 3. v201109 vs v201101
  • 4. Campaign Targets v201101 Campaign Settings GeoTargetTypeSetting RealTimeBiddingSetting NetworkSettings targetGoogleSearch targetSearchNetwork targetContentNetwork targetContentContextual targetPartnerSearchNetwork
  • 5. Campaign Targets v201101 CampaignTargetService Targets AdScheduleTarget LanguageTarget PlatformTarget MobileTarget GeoTarget DemographicTarget
  • 6. Campaign Targets v201109 CampaignTargetService Targets AdScheduleTarget LanguageTarget PlatformTarget MobileTarget GeoTarget DemographicTarget
  • 7. Campaign Targets v201109 CampaignCriterionService New Criteria AgeRange Carrier Gender Language Location OperatingSystemVersion Platform Polygon (Read Only) Proximity
  • 8. Target to Criterion Migration Target Criterion AdScheduleTarget N/A (not moving) AgeTarget AgeRange GenderTarget Gender CityTarget Location CountryTarget Location MetroTarget Location PolygonTarget Polygon ProvinceTarget Location ProximityTarget Proximity LanguageTarget Language MobileCarrierTarget Carrier MobilePlatformTarget OperatingSystemVersion PlatformTarget Platform
  • 9. New CriteriaIds PlatformName CriteriaId Desktop 30000 HighEndMobile 30001 Tablet 30002 LanguageName LanguageCode CriteriaId English en 1000 German de 1001 Dutch nl 1010http://code.google.com/apis/adwords/docs/appendix/languagecodes.htmlhttp://code.google.com/apis/adwords/docs/appendix/platforms.html
  • 10. Examples
  • 11. LanguageTarget vs CriterionOld: <targets> <Target.Type>LanguageTarget</Target.Type>LanguageTarget <languageCode>en</languageCode> </targets>New: <criterion xsi:type="Language"> <id>1000</id>Language Criterion <type>LANGUAGE</type> <Criterion.Type>Language</Criterion.Type> <code>en</code> </criterion>
  • 12. ProvinceTarget vs CriterionOld: <targets xsi:type="ProvinceTarget"> <Target. Type>ProvinceTarget</Target.Type> <excluded>false</excluded>ProvinceTarget <provinceCode>US-AL</provinceCode> </targets>New: <criterion xsi:type="Location"> <id>21133</id> <type>LOCATION</type> <Criterion.Location Criterion Type>Location</Criterion.Type> <locationName>Alabama</locationName> <displayType>State</displayType> <isObsolete>false</isObsolete> <parentLocations> <id>2840</id> <Criterion.Type>Location</Criterion.Type> <isObsolete>false</isObsolete> </parentLocations> </criterion>
  • 13. Helper Services
  • 14. ConstantDataService<soapenv:Envelope> <soapenv:Header> <RequestHeader> <authToken>DQA....kQ</authToken> <clientCustomerId>7767761884</clientCustomerId> <developerToken>LA...GWg</developerToken> </RequestHeader> </soapenv:Header> <soapenv:Body> <getLanguageCriterion/> </soapenv:Body></soapenv:Envelope>
  • 15. ConstantDataService...<getLanguageCriterionResponse> <rval> <id>1000</id> <Criterion.Type>Language</Criterion.Type> <code>en</code> <name>English</name> </rval> <rval> <id>1001</id> <Criterion.Type>Language</Criterion.Type> <code>de</code> <name>German</name> </rval> <rval> <id>1002</id> <Criterion.Type>Language</Criterion.Type> <code>fr</code> <name>French</name> </rval>...
  • 16. LocationCriterionService... <soapenv:Header> <RequestHeader> <authToken>DQA.....6On2kQ</authToken> ... </RequestHeader> </soapenv:Header> <soapenv:Body> <get> <selector> <fields>LocationName</fields> <fields>Reach</fields> <fields>CanonicalName</fields> <predicates> <field>LocationName</field> <operator>EQUALS</operator> <values>北京</values> </predicates> </selector> </get> </soapenv:Body></soapenv:Envelope>
  • 17. LocationCriterionService<location> <id>1003334</id> <Criterion.Type>Location</Criterion.Type> <locationName>Beijing</locationName> <displayType>City</displayType> <isObsolete>false</isObsolete> <parentLocations> <id>20163</id> <Criterion.Type>Location</Criterion.Type> <locationName>Beijing</locationName> <displayType>Region</displayType> <isObsolete>false</isObsolete> </parentLocations> <parentLocations> <id>2156</id> <Criterion.Type>Location</Criterion.Type> <locationName>China</locationName> <displayType>Country</displayType> <isObsolete>false</isObsolete> </parentLocations></location><canonicalName>北京市</canonicalName><reach>1920000</reach><searchTerm>北京</searchTerm>
  • 18. Using the new Criteria// Create locations. The IDs can be found in the documentation// or retrieved with the LocationCriterionService.$tablets = new Platform();$tablets->id = 30002;$campaignCriteria[] = new CampaignCriterion($campaignId, tablets);$mexico = new Location();$mexico->id = 2484;$campaignCriteria[] = new CampaignCriterion($campaignId, $mexico);...// Create the operationsforeach ($campaignCriteria as $campaignCriterion) { $operations[] = new CampaignCriterionOperation($campaignCriterion, ADD);}...// Make the mutate request$result = $campaignCriterionService->mutate($operations);...
  • 19. Finding Criterion IDs
  • 20. Questions?