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Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
Reporting Tips and Tricks (Spanish)
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Reporting Tips and Tricks (Spanish)

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AdWords API Workshops São Paulo

AdWords API Workshops São Paulo

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  • 1. AdWords API Workshops – All rights reserved
  • 2. Reportes: Consejos y trucos +JulianCToledo, Google, Inc. AdWords API Workshops – All rights reserved
  • 3. Agenda ● Conceptos ● Consejos ● Clasificación de los Reportes ● Ejemplos ● Últimas Actualizaciones AdWords API Workshops – All rights reserved
  • 4. Conceptos AdWords API Workshops – All rights reserved
  • 5. Reportes ● El uso de Reportes es una de las características más importantes de la API de AdWords ● Es parte esencial del ciclo de AdWords Creación de la cuenta AdWords API Workshops – All rights reserved Manejo de Anuncios Apuestas Revisar el Rendimiento
  • 6. Documentación de Reportes Debido a su complejidad y gran extensión, existían algunos comportamientos no documentados apropiadamente. Por esta razón hemos publicado mejor documentación. AdWords API Workshops – All rights reserved
  • 7. Consejos AdWords API Workshops – All rights reserved
  • 8. Atribución: Simple vs Múltiple ● Distingue cómo son registradas las impresiones de la Red de Display AdWords API Workshops – All rights reserved
  • 9. Distinguiendo la atribución Simple vs Múltiple Definidas por el tipo de Reporte ● Ejemplo de atribución simple ○ Criteria Performance Report ● Ejemplo de atribución múltiple ○ Display Keyword Performance Report ○ Placement Performance Report ○ Display Topic Performance Report Explicado en los tipos de reportes goo.gl/592gj AdWords API Workshops – All rights reserved
  • 10. Cómo son registradas las estadísticas ● En la Red de Display Por ejemplo, si orienta la publicidad: - Edad : 25-34 - Tema : Libros y Literatura - Palabra clave : Ciencia AdWords API Workshops – All rights reserved
  • 11. Atribución Simple Sólo uno de los criterios será registrado para una impresion dada en el siguiente orden: Placement (más específica) Edad Sexo Tema Intereses y listas de remarketing Palabra clave (menos específica) Rendimiento de Criterios Criterios, Impresiones 25 to 34, 3 AdWords API Workshops – All rights reserved
  • 12. Atribución Múltiple Hasta un criterio en cada dimensión registrará la impression (Esto coincide con Interfaz Web de AdWords). Age Range Performance Criterio, Impresión 25 to 34, 3 Display Topic Performance Criterio, Impresión Libros & Literatura, 3 Display Keyword Performance Criterio, Impresión Ciencia, 3 AdWords API Workshops – All rights reserved
  • 13. Cero Impresiones Estadísticas para objetos que no han tenido Impresiones <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Impressions</fields> </selector> <includeZeroImpressions>true<includeZeroImpressions> Campaign ID,Campaign,Clicks,Impressions 79373208,ZeroCampaign1,0,0 79533768,ZeroCampaign2,0,0 77934528,Test Campaign,110,6197 AdWords API Workshops – All rights reserved
  • 14. Cero Impresiones Excluir objetos sin impresiones explícitamente <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Cost</fields> <fields>Impressions</fields> <predicates> <field>Impressions</field> <operator>GREATER_THAN</operator> <values>0</values> </predicates> </selector> AWQL Select CampaignId, CampaignName Clicks, Cost, Impressions from CAMPAIGN_PERFORMANCE_REPORT Where Impressions > 0 Campaign ID,Campaign,Clicks,Impressions 77934528,Test Campaign,110,6197 AdWords API Workshops – All rights reserved
  • 15. Cero Impresiones: Para recordar ● Empezando en v201309, los siguientes reportes devolverán error si se incluye includeZeroImpressions = true ○ ○ ○ ○ Keywordless Category Report Keywordless Query Report URL Performance Report Search Query Performance Report ● Exclusión implicita: ○ Al usar campos/columnas del tipo Segment ● Otro uso de cero impresiones: ○ obtener la estructura de una cuenta ■ Peticiones SOAP no permiten descargar conjuntos muy grandes AdWords API Workshops – All rights reserved
  • 16. Segmentación Dividir datos por segmentos <selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> </selector> <selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> <fields>AdNetworkType1</fields> </selector> Campaign ID,Clicks,Impressions 79373208,2,20 79533768,3,40 Campaign ID,Clicks,Impressions, AdNetworkType1 79373208,2,20,Search Network 79373208,0,0,Content Network 79533768,2,30,Search Nework 79533768,1,10,Content Network AdWords API Workshops – All rights reserved
  • 17. Segmentación: Para recordar ● Cualquier columna Segment deshabilita includeZeroImpressions automaticamente. ● Se debe incluir algún campo Metric (Impressions, Clicks, Cost … etc) <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>AdNetworkType1</fields> </selector> Campos Segment sin campos Metric AdWords API Workshops – All rights reserved Campaign ID,Campaign,Network Total, --, -- Ninguna Fila será devuelta
  • 18. ID Especial para Palabras Clave ● Keyword ID 3000000 ● Todas las palabras de la red de Display son representadas por el ID especial 3000000 (texto: "Content") en los reportes de atribución simple (e.g. Keyword Performance Report) Keyword Performance Report Keyword ID,Impressions, Keyword 23458623485,2,flower 23458623815,4,health 3000000,4, Content Para obtener estadísticas detalladas de cada palabra es necesario usar Display Keyword Performance Report AdWords API Workshops – All rights reserved
  • 19. ID Especial para Palabras Clave ● Keyword ID 3000006 ● El ID of 3000006 representa las estadísticas asociadas con Display Campaign Optimizer. AdWords API Workshops – All rights reserved
  • 20. Clasificación de los Reportes Cuándo usar qué reporte AdWords API Workshops – All rights reserved
  • 21. En October 2013 ● 38 reportes disponibles Account Performance Account Reach Frequency Ad Performance Ad Extensions Performance Ad Group Performance Ad Group Reach Frequency Age Range Performance Audience Performance Automatic Placements Performance Budget Performance Call Metrics Call Details Campaign Performance Campaign Ad Schedule Target Campaign Location Target Campaign Negative Keywords Performance Campaign Negative Locations Campaign Negative Placements Performance Campaign Platform Target Campaign Reach Frequency Campaign Shared Set Click Performance Creative Conversion AdWords API Workshops – All rights reserved Criteria Destination URL Display Keyword Performance Display Topics Performance Gender Performance Geo Performance Keywordless Category Keywordless Query Keywords Performance Managed Placements Performance Placeholder Feed Item Placement Performance Search Query Performance Shared Set Criteria Shared Set URL Performance
  • 22. Reportes para la Red de Display ● Atribución Múltiple (a Juego con las pestañas de AdWords) ● Display Keyword Performance Report ● Placement Performance Report ● Display Topics Performance Report ● Audience Performance Report ● Gender Performance Report ● Age Range Performance Report ● Atribución Simple ● Criteria Performance Report (Incluye Search Network) AdWords API Workshops – All rights reserved
  • 23. Reportes para Datos de Estructura ● Reportes para obtener la estructura de tus cuentas ● Campaign Performance Report ● Ad Group Performance Report ● Ad Performance Report ● Keywords Performance Report Nota : Peticiones SOAP no permiten descargar conjuntos muy grandes AdWords API Workshops – All rights reserved
  • 24. Reportes para cada Dimensión ● Reportes para Estadísticas por Dimensión ● (Campaign / Ad Group / Account) Reach Frequency Report ● Geo Performance Report (Ubicación física e interés del usuario) ● Destination URL Report ● URL Performance Report ● Creative Conversions Report ● Search Query Performance Report ● Call Metric Call Details (beta) AdWords API Workshops – All rights reserved
  • 25. Reportes de Criterios en Campañas Avanzadas ● Reportes para Estadísticas para cada tipo de Criterio ● Campaign Location Target Report ● Campaign Ad Schedule Target Report ● Campaign Platform Target Report AdWords API Workshops – All rights reserved
  • 26. Reportes para Extensiones de Anuncio ● Para Extensiones Actualizadas (Sitelinks, Call, App) ● Placeholder Feed Item Report ● Para Extensiones Heredadas (Otras Extensiones) ● Ad Extension Performance Report AdWords API Workshops – All rights reserved
  • 27. Otros Reportes ● Para Dynamic Search Ads ● Keywordless Category Report ● Keywordless Query Report ● Para Shared Sets (Beta) ● Shared Set Report ● Shared Set Criteria Report ● Campaign Shared Set Report Ver el documento (goo.gl/592gj) para ver los campos disponibles AdWords API Workshops – All rights reserved
  • 28. Ejemplos AdWords API Workshops – All rights reserved
  • 29. Reportes de Estructura ● Obten toda la estructura de una cuenta descargando varios reportes a la vez External CID: 2584197734, "Test Account". Campaigns: +-CampaignId: 103196054 "TestCampaign", (deleted). +--With an Amount of 50.0, a Bidding Strategy of "cpc", showing 0 Impressions. +-- AdGroupId: 4486349654, "AdGroup Test Account" (paused) +-- AdGroupId: 4654290014, "AdGroup Test Account 3" (paused) +-- AdId: 17462687174, "Free Wibbles" (enabled) +-- AdId: 17462687294, "Free Wobbles" (enabled) Keywords: Criteria/KeywordId: 384251319 - [woozles] (+) - pending review. Criteria/KeywordId: 384251319 - [woozles] (+) - pending review. Ejemplo completo: goo.gl/Jt4gDZ AdWords API Workshops – All rights reserved
  • 30. AdWords API usando Ruby on Rails ● Ejemplo completo usando Ruby on Rails ● Autenticación usando OAuth2 ● Petición simple a un servicio (CampaignService.get) y visualización del resultado ● Funcionalidad básica de reportes Ejemplo completo goo.gl/HBzoMi AdWords API Workshops – All rights reserved
  • 31. Reportes de AdWords en App Engine (Python) ● Ejemplo completo que utiliza OAuth2 en App Engine Ejemplo completo goo.gl/30Rhrq AdWords API Workshops – All rights reserved
  • 32. Últimas Actualizaciones AdWords API Workshops – All rights reserved
  • 33. Nuevo en v201309 ● Nuevos Reportes ○ Age Range Performance Report ○ Gender Performance Report ● Graduados de Beta ○ Keywordless Category Performance Report ○ Keywordless Query Performance Report ○ Campaign Location Target Report AdWords API Workshops – All rights reserved
  • 34. Nuevo en v201309 ● Nuevos Campos ○ GCLID (Google Click ID) in Click Performance Report ● Placement Performance Report ○ Ahora devuelve automatic placements AdWords API Workshops – All rights reserved
  • 35. Nuevo en v201309 ● Las estadísticas han sido eliminadas de los objetos en los Servicios. ■ Ahora es necesario usar Reportes v201309 ● Todos los campos que existían en los objetos antes de v201309 ahora están disponibles en reportes AdHoc Para mayor infomacíon ver goo.gl/CGkyC9 AdWords API Workshops – All rights reserved
  • 36. Enlaces Reporting Basic Guide - http://goo.gl/07KaHv Reporting Concept - http://goo.gl/FoOIQ3 Structure Reports - http://goo.gl/Jt4gDZ Demo applications - http://goo.gl/hMnsm5 AdWords API Workshops – All rights reserved
  • 37. ¿Preguntas? AdWords API Workshops – All rights reserved
  • 38. AdWords API Workshops – All rights reserved

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