07. feeds update

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07. feeds update

  1. 1. Google Inc. - All Rights Reserved
  2. 2. Feeds Update Adam Ohren, Google, Inc. <Presenter’s name>, Google, Inc.
  3. 3. Agenda ● Quick Feed Concepts Review ● What's New ● Location Feeds Deep Dive ● Reporting ● Best Practices
  4. 4. Google Inc. - All Rights Reserved Feed Concepts A Quick Review
  5. 5. Google Inc. - All Rights Reserved Feed● Account-level table ● Collection of mutable rows ● Data provider for ad extensions What is a Feed? Attr1 Attr2 Attr3 Item1 Val1 Val2 Val3 Item2 Val4 Val5 Val6
  6. 6. Google Inc. - All Rights Reserved All of the Pieces Data Extension Type Ad Extensions CustomerFeed feedId placeholderTypes matchingFunction
  7. 7. Google Inc. - All Rights Reserved Creating New Feeds To do this... …call this... ...with these! Create FeedService Feed FeedAttribute Populate FeedItemService FeedItem FeedItemAttribute Map Attributes FeedMappingService FeedMapping Map Items CustomerFeedService CampaignFeedService AdGroupFeedService CustomerFeed CampaignFeed AdGroupFeed
  8. 8. Google Inc. - All Rights Reserved What's New
  9. 9. Google Inc. - All Rights Reserved ● Feed name uniqueness ● Call extensions ○ Say goodbye to CONVERSION DURATION THRESHOLD ○ Say hello to AdCallMetricsConversion ● CustomerFeedService ● Three new types of feeds: ○ App ○ Review ○ Location The Latest Happenings in the World of Feeds
  10. 10. Google Inc. - All Rights Reserved ● Attempting to add a new Feed with the same name as an existing ACTIVE feed will fail with a FeedError ● Existing duplicate Feeds will be renamed automatically ● AdWords won't touch duplicates fixed before this change ● Make sure your application can handle the name changes See our recent blog post for details. Feed Name Uniqueness
  11. 11. Google Inc. - All Rights Reserved CONVERSION DURATION THRESHOLD Call Extension Changes AdCallMetrics Conversion As announced in a recent blog post:
  12. 12. Google Inc. - All Rights Reserved ● Create an AdCallMetricsConversion with the proper phoneCallDuration value (in seconds) ● Add a new FeedAttribute for CONVERSION TYPE ID ● Populate the new attribute on your call extension FeedItems with the ID of the AdCallMetricsConversion ● Replace the existing FeedMapping with one with: ● an AttributeFieldMapping for CONVERSION TYPE ID added ● the AttributeFieldMapping for CALL DURATION THRESHOLD removed Using an AdCallMetricsConversion
  13. 13. Google Inc. - All Rights Reserved ● AdWords API v201402 includes a new CustomerFeedService, as well as a new CustomerFeed type ● CustomerFeeds are the same as CampaignFeeds and AdGroupFeeds -- they're just defined at the AdWords account level ● Can be used with App, Location and Review Extensions New Service: CustomerFeedService
  14. 14. Google Inc. - All Rights Reserved A CustomerFeed is: ● Required for Location feeds (more on that in a minute) ● Optional for App and Review feeds A CustomerFeed simply adds a new level where you can define the mapping from feed items to extension types. ● The most specific mapping (rightmost) "wins": CustomerFeed -> CampaignFeed -> AdGroupFeed New Type: CustomerFeed
  15. 15. Google Inc. - All Rights Reserved Customer/Campaign/AdGroupFeeds CustomerFeed Campaign A CampaignFeed Campaign B AdGroup A1 AdGroupFeed AdGroup B1 AdGroup B2 Customer/Account
  16. 16. Google Inc. - All Rights Reserved ● Displays a link in your ad that points to your mobile app. ● Only applicable for Mobile & Tablet devices App Extensions
  17. 17. Google Inc. - All Rights Reserved App Extension Fields ID Field Data Type Notes 1 STORE INT64 1 for iTunes 2 for Google Play 2 ID STRING Store-specific ID 3 LINK TEXT STRING Text for the destination URL 4 URL URL Destination URL
  18. 18. Google Inc. - All Rights Reserved ● Show accolades from reputable third parties in your ad. ● Review text is one of: Exact Paraphrased Review Extensions
  19. 19. Google Inc. - All Rights Reserved Review Extension Fields ID Field Data Type Notes 1 TEXT STRING Exact quote or paraphrase from a third-party source 2 SOURCE NAME STRING Name of the third-party publisher 3 SOURCE URL URL Landing page of the third-party website of the review 4 TEXT EXACTLY QUOTED BOOLEAN true for exact quote false for paraphrased
  20. 20. Google Inc. - All Rights Reserved Location Feeds Deep Dive
  21. 21. Google Inc. - All Rights Reserved ● Show locations from your Google Places for Business account ● Set it and forget it - AdWords keeps itself in sync with Places automatically ● Only supports Places locations - no manually entered addresses Location Extensions
  22. 22. Google Inc. - All Rights Reserved 1. The Feed needs its systemFeedGenerationData set to a PlacesLocationFeedData object 2. Set the Feed's origin to ADWORDS. 3. AdWords handles many aspects for you ● Creates the FeedAttributes for the feed (do not specify these in your mutate ADD operation) ● Creates a FeedMapping ● Creates and maintains the FeedItems 4. You must create a CustomerFeed Key Differences vs. Other Extension Types
  23. 23. Google Inc. - All Rights Reserved The PlacesLocationFeedData object associates your AdWords feed with a Google Places for Business account. You'll need the following: ● Email address of the owner of the Google Places for Business account (this identifies the account) ● An OAuth2 access token for the Places scope ● You can use the OAuth2 Playground to generate the access token Creating the Feed
  24. 24. Google Inc. - All Rights Reserved Creating the PlacesLocationFeedData Field Sample emailAddress placesowner@gmail.com businessNameFilter* "Ads Developers Restaurant and Bar" categoryFilters* { "Restaurant or Cafe", "Food and Drink" } oAuthInfo Field Sample httpMethod GET httpRequestUrl https://www.google.com/local/add httpAuthorizationHeader Bearer ya29.1.A12xY_ABCdefGHIjkl-MNOpqrSTUVW... * Optional field
  25. 25. HTML Google Inc. - All Rights Reserved CustomerFeed - Using IDENTITY <matchingFunction> <operator>IDENTITY</operator> <lhsOperand> <FunctionArgumentOperand.Type>ConstantOperand </FunctionArgumentOperand.Type> <type>BOOLEAN</type> <booleanValue>true</booleanValue> </lhsOperand> </matchingFunction> <status>ACTIVE</status> See the AddPlacesLocationExtensions example Use the IDENTITY operator to define a matching function that always evaluates to TRUE and has no rhsOperand
  26. 26. Google Inc. - All Rights Reserved As with other feed-based extensions, you have the option of creating CampaignFeeds or AdGroupFeeds to further refine the location selection at the Campaign or AdGroup level. Keep in mind: ● CustomerFeed is required -- this is unique to location extensions ● Since FeedItems are automatically created and managed by AdWords, your matchingFunction should use the BUSINESS NAME and CATEGORIES placeholder fields, not FeedItem IDs Refine Selection for Campaigns or AdGroups
  27. 27. HTML Google Inc. - All Rights Reserved Selecting Feed Items <matchingFunction> <operator>EQUALS</operator> <lhsOperand> <FunctionArgumentOperand.Type>FeedAttributeOperand </FunctionArgumentOperand.Type> <feedId>12345678</feedId> <feedAttributeId>1</feedAttributeId> </lhsOperand> <rhsOperand> <FunctionArgumentOperand.Type>ConstantOperand </FunctionArgumentOperand.Type> <type>STRING</type> <stringValue>Ads Developers Music Shop</stringValue> </rhsOperand> </matchingFunction>
  28. 28. Google Inc. - All Rights Reserved Reporting
  29. 29. Google Inc. - All Rights Reserved Feed-based Reporting Non-upgraded location extensions Ad Extensions Performance Report Everything else: ● Sitelink ● App ● Call ● Locations (Google Places) ● Review Placeholder Feed Items Report
  30. 30. Google Inc. - All Rights Reserved ● FeedItem-level statistics ● Use IsSelfAction = 'This extension' to limit to clicks for each FeedItem ● If not filtering by IsSelfAction, then clicks and impressions may be counted more than once Placeholder Feed Item Report
  31. 31. Google Inc. - All Rights Reserved Best Practices
  32. 32. Google Inc. - All Rights Reserved ● Each ad extension type has a default pre-built Feed ○ Main sitelink feed ○ Main app feed ○ Main phone number feed ○ Main location feed ○ Main review feed ● Feed.origin ⇒ ADWORDS ● FeedAttributes (schema) are immutable Using Built-in ADWORDS Feeds
  33. 33. Google Inc. - All Rights Reserved ● Displayed in a dropdown alongside built-in Feeds ● Can only be created via the API ● Feed.origin ⇒ USER ● FeedAttributes (schema) are appendable Using User Defined Feeds
  34. 34. HTML Google Inc. - All Rights Reserved Disabling Feeds for a Campaign or AdGroup <feedId>12345678</feedId> <!-- ID of the 'Main sitelink feed' --> <matchingFunction> <operator>IDENTITY</operator> <lhsOperand> <FunctionArgumentOperand. Type>ConstantOperand</FunctionArgumentOperand.Type> <type>BOOLEAN</type> <booleanValue>false</booleanValue> </lhsOperand> </matchingFunction> <status>ACTIVE</status> Use the IDENTITY operator to define a matching function that always evaluates to FALSE and has no rhsOperand
  35. 35. Google Inc. - All Rights Reserved ● Regardless of placeholder type, you can only have ONE: ○ CustomerFeed per Customer + Feed ○ CampaignFeed per Campaign + Feed ○ AdGroupFeed per AdGroup + Feed ● Don't send existing FeedAttributes in SET FeedOperations ● No validation on FeedItemIds in matchingFunctions ● Maximum of 20 ACTIVE Feeds per account ○ Including built-in ADWORDS feeds Feed Trivia Part One
  36. 36. Google Inc. - All Rights Reserved ● CustomerFeed is not used for sitelink or call extensions ● CustomerFeed is required for location extensions but is optional for app and review extensions ● Delete feeds in the following order: ○ CustomerFeed / CampaignFeed / AdGroupFeed ○ FeedMapping ○ FeedItems ○ Feed ● Disable an extension type at the Campaign or AdGroup level with a matching function that always returns false Feed Trivia Part Two
  37. 37. Google Inc. - All Rights Reserved Resources Guide & Reference https://developers.google.com/adwords/api/docs/guides/feed-services https://developers.google.com/adwords/api/docs/guides/feed-services-locations https://developers.google.com/adwords/api/docs/appendix/placeholders https://developers.google.com/adwords/api/docs/appendix/feed-errors
  38. 38. Google Inc. - All Rights Reserved Questions?
  39. 39. Google Inc. - All Rights Reserved

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