Google Inc. - All Rights Reserved
Shopping
Merchant Center and Shopping campaigns
Mat Scales, Google, Inc.
Agenda
● Google Shopping
● Merchant Center
● Data Feeds
● Content API
● Shopping campaigns
● Product dimensions
● Product ...
Google Inc. - All Rights Reserved
Google Shopping
http://google.com/shopping
Google Inc. - All Rights Reserved
Google Shopping
Google Inc. - All Rights Reserved
Google Shopping
Google Inc. - All Rights Reserved
Merchant Center
http://google.com/merchants
Google Inc. - All Rights Reserved
● A Merchant Center
account is tied to a
Google account
● Can be associated
with exactly...
Google Inc. - All Rights Reserved
Multi-Client Accounts - same idea as MCCs in AdWords
Merchant Center
Google Inc. - All Rights Reserved
● View products, but not edit
● Manage account and subaccounts
● Data quality and disapp...
Google Inc. - All Rights Reserved
The set of valid attributes for a product is listed in the
Products Feed Spec - http://g...
Google Inc. - All Rights Reserved
Merchant Center products can have some Shopping
campaign specific attributes
● adwords_r...
Google Inc. - All Rights Reserved
Data Feeds
Google Inc. - All Rights Reserved
● Feeds are documents containing
product data
● CSV, XML, Google Sheets
● Fetched on sch...
Google Inc. - All Rights Reserved
Shopping Content API
Google Inc. - All Rights Reserved
● Manage products, data feeds, users, accounts
● Can make updates throughout the day
● I...
Google Inc. - All Rights Reserved
Shopping Campaigns
Google Inc. - All Rights Reserved
How are Shopping campaigns different?
● AdvertisingChannelType is SHOPPING
● Must have a...
Java
Google Inc. - All Rights Reserved
Creating a Shopping Campaign
// Create regular campaign
Campaign c = new Campaign()...
Google Inc. - All Rights Reserved
Product Dimensions
Google Inc. - All Rights Reserved
Make bidding decisions based on product data
● Category
● Brand
● Item ID
● Condition
● ...
Google Inc. - All Rights Reserved
Category ProductBiddingCategory
Brand ProductBrand
Item ID ProductOfferId
Condition Prod...
Google Inc. - All Rights Reserved
ProductBrand and ProductOfferId are simple values
Product Dimensions
Java
ProductBrand p...
Google Inc. - All Rights Reserved
ProductCanonicalCondition is an enumeration
Product Dimensions
Java
ProductCanonicalCond...
Google Inc. - All Rights Reserved
ProductCustomAttribute is a value with a type
Product Dimensions
Java
ProductCustomAttri...
Google Inc. - All Rights Reserved
ProductType and ProductBiddingCategory are values with
a hierarchical type
A product typ...
Google Inc. - All Rights Reserved
ProductBiddingCategory values are fixed IDs, retrieved
from the ConstantDataService
Prod...
Google Inc. - All Rights Reserved
Product Partitions
Google Inc. - All Rights Reserved
Product Partitions
Google Inc. - All Rights Reserved
Product Partitions
Google Inc. - All Rights Reserved
Product Partitions
Google Inc. - All Rights Reserved
Product Partitions
Google Inc. - All Rights Reserved
Root is a subdivision. It has no value and no parent
Product Partitions
Java
ProductPart...
Google Inc. - All Rights Reserved
Java
ProductPartition root = new ProductPartition();
root.setPartitionType(
ProductParti...
Google Inc. - All Rights Reserved
The Toys category is a unit. It has root as it’s parent.
Product Partitions
Java
Product...
Google Inc. - All Rights Reserved
To create an Other node, use a dimension with no value
Product Partitions
Java
ProductBr...
Google Inc. - All Rights Reserved
Filtering
Google Inc. - All Rights Reserved
Filtering by channel
The Criterion ID for online is 200, and for local it is 201
Product...
Google Inc. - All Rights Reserved
A ProductScope filters based on ProductDimensions
ProductScope
Java
ProductScope scope =...
Google Inc. - All Rights Reserved
Resources
Documentation links
Shopping Content API - http://goo.gl/hJ1KER
Shopping Campa...
Google Inc. - All Rights Reserved
Questions?
Google Inc. - All Rights Reserved
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Shopping Campaigns and AdWords API

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Shopping Campaigns and AdWords API

  1. 1. Google Inc. - All Rights Reserved
  2. 2. Shopping Merchant Center and Shopping campaigns Mat Scales, Google, Inc.
  3. 3. Agenda ● Google Shopping ● Merchant Center ● Data Feeds ● Content API ● Shopping campaigns ● Product dimensions ● Product partitions ● Filtering ● Questions
  4. 4. Google Inc. - All Rights Reserved Google Shopping http://google.com/shopping
  5. 5. Google Inc. - All Rights Reserved Google Shopping
  6. 6. Google Inc. - All Rights Reserved Google Shopping
  7. 7. Google Inc. - All Rights Reserved Merchant Center http://google.com/merchants
  8. 8. Google Inc. - All Rights Reserved ● A Merchant Center account is tied to a Google account ● Can be associated with exactly one website ● Must verify and claim the site Merchant Center
  9. 9. Google Inc. - All Rights Reserved Multi-Client Accounts - same idea as MCCs in AdWords Merchant Center
  10. 10. Google Inc. - All Rights Reserved ● View products, but not edit ● Manage account and subaccounts ● Data quality and disapproval information ● Link to AdWords accounts ● Tax and delivery Merchant Center
  11. 11. Google Inc. - All Rights Reserved The set of valid attributes for a product is listed in the Products Feed Spec - http://goo.gl/IyS0u id, title, description, link, price, brand, availability, condition, ... Product Attributes
  12. 12. Google Inc. - All Rights Reserved Merchant Center products can have some Shopping campaign specific attributes ● adwords_redirect - The URL to send clicks to before redirecting to the product landing page ● custom_label_0 … custom_label_4 - User defined fields used for partitioning your product data. AdWords Attributes
  13. 13. Google Inc. - All Rights Reserved Data Feeds
  14. 14. Google Inc. - All Rights Reserved ● Feeds are documents containing product data ● CSV, XML, Google Sheets ● Fetched on schedule or uploaded manually ● Processed only once every 24 hours ● Designed for non-technical users Data Feeds
  15. 15. Google Inc. - All Rights Reserved Shopping Content API
  16. 16. Google Inc. - All Rights Reserved ● Manage products, data feeds, users, accounts ● Can make updates throughout the day ● Instant feedback on some data issues Content API
  17. 17. Google Inc. - All Rights Reserved Shopping Campaigns
  18. 18. Google Inc. - All Rights Reserved How are Shopping campaigns different? ● AdvertisingChannelType is SHOPPING ● Must have a ShoppingSetting which sets ● The Merchant Center account to use for product data ● The target country of the products to use ● Optionally, a priority ● Must have a valid ProductPartition tree Shopping Campaigns
  19. 19. Java Google Inc. - All Rights Reserved Creating a Shopping Campaign // Create regular campaign Campaign c = new Campaign(); c.setAdvertisingChannelType( AdvertisingChannelType.SHOPPING); // Set shopping attributes ShoppingSetting shoppingSetting = new ShoppingSetting(); shoppingSetting.setMerchantId((long) 1234567); shoppingSetting.setSalesCountry("GB"); shoppingSetting.setCampaignPriority(0); c.setSettings(new Setting[] {shoppingSetting});
  20. 20. Google Inc. - All Rights Reserved Product Dimensions
  21. 21. Google Inc. - All Rights Reserved Make bidding decisions based on product data ● Category ● Brand ● Item ID ● Condition ● Product type ● Custom labels Product Dimensions
  22. 22. Google Inc. - All Rights Reserved Category ProductBiddingCategory Brand ProductBrand Item ID ProductOfferId Condition ProductCanonicalCondition Product type ProductType Custom labels ProductCustomAttribute Product Dimensions
  23. 23. Google Inc. - All Rights Reserved ProductBrand and ProductOfferId are simple values Product Dimensions Java ProductBrand productBrand = new ProductBrand(); productBrand.setValue("Nexus"); ProductOfferId productOfferId = new ProductOfferId(); productOfferId.setValue("book1");
  24. 24. Google Inc. - All Rights Reserved ProductCanonicalCondition is an enumeration Product Dimensions Java ProductCanonicalCondition c = new ProductCanonicalCondition(); // Set the canonical condition using the ENUM c.setCondition( ProductCanonicalConditionCondition.NEW);
  25. 25. Google Inc. - All Rights Reserved ProductCustomAttribute is a value with a type Product Dimensions Java ProductCustomAttribute pca = new ProductCustomAttribute(); pca.setType(ProductDimensionType.CUSTOM_ATTRIBUTE_0); pca.setValue("my attribute value");
  26. 26. Google Inc. - All Rights Reserved ProductType and ProductBiddingCategory are values with a hierarchical type A product type in Merchant Center of “Media > Books” matches an L1 type of Media and an L2 type of Books Product Dimensions Java ProductType productType = new ProductType(); productType.setType( ProductDimensionType.PRODUCT_TYPE_L1); productType.setValue("Media");
  27. 27. Google Inc. - All Rights Reserved ProductBiddingCategory values are fixed IDs, retrieved from the ConstantDataService Product Dimensions Java Selector selector = new SelectorBuilder() .equals("Country", "US") .build(); ProductBiddingCategoryData[] results = constantDataService .getProductBiddingCategoryData(selector);
  28. 28. Google Inc. - All Rights Reserved Product Partitions
  29. 29. Google Inc. - All Rights Reserved Product Partitions
  30. 30. Google Inc. - All Rights Reserved Product Partitions
  31. 31. Google Inc. - All Rights Reserved Product Partitions
  32. 32. Google Inc. - All Rights Reserved Product Partitions
  33. 33. Google Inc. - All Rights Reserved Root is a subdivision. It has no value and no parent Product Partitions Java ProductPartition root = new ProductPartition(); root.setPartitionType( ProductPartitionType.SUBDIVISION); root.setId(-1);
  34. 34. Google Inc. - All Rights Reserved Java ProductPartition root = new ProductPartition(); root.setPartitionType( ProductPartitionType.SUBDIVISION); root.setId(-1); Root is a subdivision. It has no value and no parent. Product Partitions
  35. 35. Google Inc. - All Rights Reserved The Toys category is a unit. It has root as it’s parent. Product Partitions Java ProductBiddingCategory toysDimension = ... ProductPartition toys = new ProductPartition(); toys.setPartitionType(ProductPartitionType.UNIT); toys.setParentCriterionId(root.getId()); toys.setCaseValue(toysDimension);
  36. 36. Google Inc. - All Rights Reserved To create an Other node, use a dimension with no value Product Partitions Java ProductBrand otherBrand = new ProductBrand(); ProductBiddingCategory otherCat = new ProductBiddingCategory(); otherCat.setType(ProductDimensionType.BIDDING_CATEGORY_L1);
  37. 37. Google Inc. - All Rights Reserved Filtering
  38. 38. Google Inc. - All Rights Reserved Filtering by channel The Criterion ID for online is 200, and for local it is 201 ProductSalesChannel Java ProductSalesChannel channel = new ProductSalesChannel(); channel.setId(200L);
  39. 39. Google Inc. - All Rights Reserved A ProductScope filters based on ProductDimensions ProductScope Java ProductScope scope = new ProductScope(); ProductBrand brand = new ProductBrand(); brand.setValue("Nexus"); scope.setDimensions( new ProductDimension[]{ brand });
  40. 40. Google Inc. - All Rights Reserved Resources Documentation links Shopping Content API - http://goo.gl/hJ1KER Shopping Campaigns guide - http://goo.gl/sPnkic
  41. 41. Google Inc. - All Rights Reserved Questions?
  42. 42. Google Inc. - All Rights Reserved
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