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Campaign targeting changes

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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.

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Campaign targeting changes

  1. 1. Campaign TargetingChangesFine-Tuning Your Campaigns
  2. 2. Topics ● Contrasting v201109 with v201101 ● Examples ● Helper Services ○ ConstantDataService ○ LocationCriterionService
  3. 3. v201109 vs v201101
  4. 4. Campaign Targets v201101 Campaign Settings GeoTargetTypeSetting RealTimeBiddingSetting NetworkSettings targetGoogleSearch targetSearchNetwork targetContentNetwork targetContentContextual targetPartnerSearchNetwork
  5. 5. Campaign Targets v201101 CampaignTargetService Targets AdScheduleTarget LanguageTarget PlatformTarget MobileTarget GeoTarget DemographicTarget
  6. 6. Campaign Targets v201109 CampaignTargetService Targets AdScheduleTarget LanguageTarget PlatformTarget MobileTarget GeoTarget DemographicTarget
  7. 7. Campaign Targets v201109 CampaignCriterionService New Criteria AgeRange Carrier Gender Language Location OperatingSystemVersion Platform Polygon (Read Only) Proximity
  8. 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. 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. 10. Examples
  11. 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. 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. 13. Helper Services
  14. 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. 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. 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. 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. 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. 19. Finding Criterion IDs
  20. 20. Questions?

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