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AdWords API Targeting Options

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  • 1. Google Inc. - All Rights Reserved
  • 2. Campaign Targeting Options How to reach the audience you want Michael Cloonan, Google, Inc. <presenter’s name>, Google, Inc.
  • 3. Agenda ● Locations ● LocationGroups ● Matching Functions ● Mobile Criteria ● Dynamic Search Ads ● Auto-tagging
  • 4. Google Inc. - All Rights Reserved Targeting Locations Getting your ads to people near your business
  • 5. Google Inc. - All Rights Reserved ● Target people in a specific location ● Country, State, City, Postal Code, etc. ● Fixed-ID criteria ● Look up location criteria at: ● Documentation ● LocationCriterionService Location Criteria
  • 6. Google Inc. - All Rights Reserved Location Documentation
  • 7. Google Inc. - All Rights Reserved Location Accuracy
  • 8. Google Inc. - All Rights Reserved Targeting Location Demographics Using LocationGroups for even more fine-grained targeting
  • 9. Google Inc. - All Rights Reserved ● Also uses Location criteria IDs ● Additionally uses demographic targeting information ● Target based on: ● Income Levels ● Places of Interest LocationGroups Criteria
  • 10. Google Inc. - All Rights Reserved Matching Function GeoTargetOperand (Location criterion) PlacesOfInterestOperand or IncomeOperand + = MatchingFunction
  • 11. Java Google Inc. - All Rights Reserved Matching Function Code Example LocationGroups locationGroup = new LocationGroups(); Function matchingFunction = new Function(); matchingFunction.setLhsOperand(new FunctionArgumentOperand[] { new PlacesOfInterestOperand(null, PlacesOfInterestOperandCategory.AIRPORT) }); matchingFunction.setOperator(FunctionOperator.AND); matchingFunction.setRhsOperand(new FunctionArgumentOperand[] { new GeoTargetOperand(null, new long[]{ 1023191L }) // ID for NYC }); locationGroup.setMatchingFunction(matchingFunction); Full Java example in the Client Library
  • 12. Google Inc. - All Rights Reserved Targeting Mobile Getting your ad to users on their phones and tablets
  • 13. Google Inc. - All Rights Reserved ● Display Network only ● Target by: ● Device ● Type of app ● Specific app Mobile Targeting
  • 14. Google Inc. - All Rights Reserved ● Uses fixed ID Criterion IDs from ConstantDataService ● These represent OS, manufacturer, etc. ● MobileDevice criterion Device
  • 15. Google Inc. - All Rights Reserved ● MobileAppCategory criterion ● Target apps based on their general purpose (games, photography, news, etc.) ● Uses fixed ID criteria which can be looked up in documentation Type of App
  • 16. Google Inc. - All Rights Reserved ● MobileApplication criterion ● Target a specific app that shows ads ● Set criterion parameter in criterion directly ● appId parameter specifies platform and unique app identifier Specific App
  • 17. Google Inc. - All Rights Reserved Dynamic Search Ads Targeting based on your web site's content
  • 18. Google Inc. - All Rights Reserved ● Automatically generate an ad and targeting ● Based on your web site ● Must be Google indexed ● Uses a special type of ad: DynamicSearchAd Dynamic Search Ads
  • 19. Google Inc. - All Rights Reserved ● DynamicSearchAdsSetting replaces the old DomainInfoExtension ● URL field special placeholders ● unescapedlpurl ● escapedlpurl ● lpurlpath Dynamic Search Ad Setting
  • 20. Google Inc. - All Rights Reserved ● Adds parameters to landing URLs to track ad information ● Can now enable through the CustomerService ● Reportable in the API via GclId in the CLICK_PERFORMANCE_REPORT Auto-Tagging
  • 21. Google Inc. - All Rights Reserved Resources Location Targeting - https://support.google.com/adwords/answer/1722043 Mobile Targeting - https://support.google.com/adwords/answer/1722057 DSA General - https://support.google.com/adwords/answer/2471185 DSA Targeting - https://support.google.com/adwords/answer/2497706
  • 22. Google Inc. - All Rights Reserved Questions?
  • 23. Google Inc. - All Rights Reserved