New Bidding and Budgeting


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New Bidding and Budgeting

  1. 1. New Bidding andBudgeting in theAdwords APITell us about the money.... Google Confidential and Proprietary
  2. 2. New Bidding and Budgeting Google Confidential and Proprietary
  3. 3. TopicsBidding: Shared Budgets:Objectives HistoryNew Bidding System ObjectiveInterface InterfaceMigration from v201209 Migration from v201206Examples Examples Summary Resources Google Confidential and Proprietary
  4. 4. The New Bidding SystemObjectives: Provide a flexible framework for: ● Creating new bidding strategies for Campaigns ● Allowing transitions between strategies ● Report on strategy performance and optimize them The goal is to do all of this while simplifying the existing workflows. Google Confidential and Proprietary
  5. 5. The New Bidding SystemOverview:● Select your Strategy for how you want to bid ○ by clicks, conversions, views, etc ○ using an Optimizer? ○ using Enhanced Bidding?● Select the Type or Scheme ○ Type is just a simple enum of available options ○ Scheme lets you configure more detail● Apply your choices to your Campaign hierarchy Google Confidential and Proprietary
  6. 6. The New Bidding SystemBidding Strategies Bidding Schemes Bidding TypeManual CPC ManualCpcBiddingScheme MANUAL_CPCeCPC ManualCpcBiddingScheme with .enhancedCpcEnabled set to true.Budget Optimizer BudgetOptimizerBiddingScheme BUDGET_OPTIMIZERBudget Optimizer with BudgetOptimizerBiddingSchemeeCPC with .enhancedCpcEnabled set to true.Manual CPM ManualCpmBiddingScheme MANUAL_CPMConversion Optimizer ConversionOptimizerBiddingScheme CONVERSION_OPTIMIZER(Target/Max CPA)Percent CPA PercentCpaBiddingScheme PERCENT_CPA Google Confidential and Proprietary
  7. 7. The New Bidding SystemBids: ● PercentCpaBid ● CpaBid ● CpcBid ● CpmBidBid Adjustments/Modifiers: These Bids are then acted upon by the various Bid Adjustments coming from the Enhanced Campaigns work and a future API update. Adjustments as +/-% in the UI are bidModifiers as multipliers in the API. Google Confidential and Proprietary
  8. 8. The New Bidding SystemInterfaces:● Campaign / AdGroup / AdGroupCriterion ○ Now contain a BiddingStrategyConfiguration attribute● Their Services have also changed to take advantage of them● Bidding Strategy Transitions ○ Moving from one Bidding Strategy to another is now much simpler - just change the Configuration. Google Confidential and Proprietary
  9. 9. The New Bidding SystemInterfaces:● Specify a biddingScheme and/or a biddingType in the BiddingStrategyConfiguration● biddingScheme is most useful when scheme-specific settings need to be provided (e.g. enabling Enhanced)● biddingType is just an enum, so provides simpler control● If you set both, they need to match, so the API can understand your intentions. Google Confidential and Proprietary
  10. 10. The New Bidding SystemFor Display Only Campaigns, the Content Bid Dimension can have thefollowing Types: ● KEYWORD for targeting keywords ● USER_INTEREST_AND_LIST for targeting lists of users ● VERTICAL for targeting similar categories of placements ● GENDER for targeting gender. ● AGE_RANGE for targeting age ranges. ● PLACEMENT for targeting placements.And rather than the correct Dimension being selected for you, you willget to set which one takes priority in each AdGroup via thecontentBidCriterionTypeGroup attribute. Google Confidential and Proprietary
  11. 11. The New Bidding SystemMigration from v201209:● For the Content Network, specify the dimension that should be used for bids in the contentBidCriterionTypeGroup field.● Ads on the Search Network will always use keyword bids.● The implicit ordering used before to select which bid to use for an AdGroupCriterion has been replaced with explicit bid selection ○ contentBidCriterionTypeGroup ○ BiddingStrategyConfiguration Google Confidential and Proprietary
  12. 12. The New Bidding SystemMigration from v201209:● Automatic migration of bid ordering will use the old prioritization, so should have minimal effect. After this you will have to set the Bid Dimension manually, however.● Reports have been altered to cover these changes, and so you need to alter your code to allow for them, too ○ See the Reporting talk Google Confidential and Proprietary
  13. 13. The New Bidding SystemExamples: Setting Bids// Create ad group bid.BiddingStrategyConfiguration biddingStrategyConfiguration = new BiddingStrategyConfiguration();CpmBid bid = new CpmBid();bid.setBid(new Money(null, 10000000L));biddingStrategyConfiguration.setBids(new Bids[] {bid});adGroup.setBiddingStrategyConfiguration( biddingStrategyConfiguration);// Create operation, as usual... Google Confidential and Proprietary
  14. 14. The New Bidding SystemExamples: Bidding Strategy Transitions// Create a new local Campaign object.Campaign campaign = new Campaign();campaign.setId(campaignId);// Create a new biddingStrategyConfiguration.BiddingStrategyConfiguration biddingStrategyConfiguration = new BiddingStrategyConfiguration();// You can specify either type or scheme, or both.biddingStrategyConfiguration.setBiddingScheme( new ManualCpcBiddingScheme());campaign.setBiddingStrategyConfiguration( biddingStrategyConfiguration);// Do the usual Operation set and mutate steps... Google Confidential and Proprietary
  15. 15. Shared Budgets Google Confidential and Proprietary
  16. 16. Shared BudgetsHistory:Budgets pre-v201209 were each linked to a specific Campaign, andmanaged through the CampaignService.AdWords allowed one separate Budget per Campaign, but that wasntnecessarily how advertisers wanted to manage their spend. Google Confidential and Proprietary
  17. 17. Shared BudgetsObjective: Advertisers wanted Campaigns to reference a Budget that can be theirs alone, or shared among a number of other Campaigns in the same Account. This makes it easier to match your AdWords spending with how your business allocates marketing budget. Google Confidential and Proprietary
  18. 18. Shared BudgetsInterface: ● Budget ○ Has a name and ID ○ Holds a list and count of Campaigns attached to it ○ Cant be Deleted while Campaigns still reference it ● BudgetService ○ GET and MUTATE Budgets ● Campaign ○ Now has a Budget field to reference its Budget Google Confidential and Proprietary
  19. 19. Shared BudgetsMigration from v201206:● You have to start using the BudgetService to manage Budgets ○ even if the Budget wont be shared● Create the Budget before you create a new Campaign ○ use the returned Budget in the Mutate call to the CampaignService● Remember to include BudgetId and BudgetName in Selectors● Dont include Fields in Selectors or Predicates that dont exist ○ these will now fail with INVALID_FIELD_NAME errors● Shared Budgets are not compatible with Experiments ○ unless the Budget is only used by one Campaign Google Confidential and Proprietary
  20. 20. Shared BudgetsExamples - Budget Creation:// Get the BudgetService.BudgetServiceInterface budgetService = adWordsServices.get(session,BudgetServiceInterface.class);// Create a shared budgetBudget sharedBudget = new Budget();sharedBudget.setName("My Budget");Money budgetAmount = new Money();budgetAmount.setMicroAmount(50000000L);sharedBudget.setAmount(budgetAmount);sharedBudget.setDeliveryMethod( BudgetBudgetDeliveryMethod.STANDARD);sharedBudget.setPeriod(BudgetBudgetPeriod.DAILY); Google Confidential and Proprietary
  21. 21. Shared BudgetsExamples - Add the Budget:BudgetOperation budgetOperation = new BudgetOperation();budgetOperation.setOperand(sharedBudget);budgetOperation.setOperator(Operator.ADD);// Add the Budget and keep its IdLong budgetId = budgetService.mutate( new BudgetOperation[]{budgetOperation}) .getValue(0) .getBudgetId();// Get the CampaignService.CampaignServiceInterface campaignService = adWordsServices.get(session, CampaignServiceInterface.class); Google Confidential and Proprietary
  22. 22. Shared BudgetsExamples - Campaign Creation:// Create campaign.Campaign campaign = new Campaign();campaign.setName("My Campaign");campaign.setStatus(CampaignStatus.PAUSED);campaign.setAdServingOptimizationStatus( AdServingOptimizationStatus.ROTATE);campaign.setFrequencyCap( new FrequencyCap(5L, TimeUnit.DAY, Level.ADGROUP));Budget budget = new Budget();budget.setBudgetId(budgetId);campaign.setBudget(budget);// Create operations and call mutate() to add as usual... Google Confidential and Proprietary
  23. 23. Summary● Enhanced Campaigns meet Enhanced Bidding● Bidding Management has started down the road to a more powerful future, with more to come● Bidding Transitions are easier now● New Services help you to get better results● Budgets can now be shared between Campaigns Google Confidential and Proprietary
  24. 24. Resources● Release notes ○● Migration Guide (v201302) ○● Bidding (v201302) ○● Enhanced Campaigns ○● Shared Budgets ○ Google Confidential and Proprietary
  25. 25. Q&A