Shopping Campaigns and AdWords API

Shopping
Merchant Center and Shopping campaigns
Mat Scales, Google, Inc.

Agenda
● Google Shopping
● Merchant Center
● Data Feeds
● Content API
● Shopping campaigns
● Product dimensions
● Product partitions
● Filtering
● Questions

Google Shopping
http://google.com/shopping

Google Shopping

Merchant Center
http://google.com/merchants

● A Merchant Center
account is tied to a
Google account
● Can be associated
with exactly one
website
● Must verify and
claim the site
Merchant Center

Multi-Client Accounts - same idea as MCCs in AdWords
Merchant Center

● View products, but not edit
● Manage account and subaccounts
● Data quality and disapproval information
● Link to AdWords accounts
● Tax and delivery
Merchant Center

The set of valid attributes for a product is listed in the
Products Feed Spec - http://goo.gl/IyS0u
id, title, description, link, price, brand, availability, condition,
...
Product Attributes

Merchant Center products can have some Shopping
campaign specific attributes
● adwords_redirect - The URL to send clicks to before
redirecting to the product landing page
● custom_label_0 … custom_label_4 - User defined fields
used for partitioning your product data.
AdWords Attributes

Data Feeds

● Feeds are documents containing
product data
● CSV, XML, Google Sheets
● Fetched on schedule or uploaded
manually
● Processed only once every 24 hours
● Designed for non-technical users
Data Feeds

Shopping Content API

● Manage products, data feeds, users, accounts
● Can make updates throughout the day
● Instant feedback on some data issues
Content API

Shopping Campaigns

How are Shopping campaigns different?
● AdvertisingChannelType is SHOPPING
● Must have a ShoppingSetting which sets
● The Merchant Center account to use for product data
● The target country of the products to use
● Optionally, a priority
● Must have a valid ProductPartition tree
Shopping Campaigns

Java
Creating a Shopping Campaign
// Create regular campaign
Campaign c = new Campaign();
c.setAdvertisingChannelType(
AdvertisingChannelType.SHOPPING);
// Set shopping attributes
ShoppingSetting shoppingSetting = new ShoppingSetting();
shoppingSetting.setMerchantId((long) 1234567);
shoppingSetting.setSalesCountry("GB");
shoppingSetting.setCampaignPriority(0);
c.setSettings(new Setting[] {shoppingSetting});

Product Dimensions

Make bidding decisions based on product data
● Category
● Brand
● Item ID
● Condition
● Product type
● Custom labels
Product Dimensions

Category ProductBiddingCategory
Brand ProductBrand
Item ID ProductOfferId
Condition ProductCanonicalCondition
Product type ProductType
Custom labels ProductCustomAttribute
Product Dimensions

ProductBrand and ProductOfferId are simple values
Product Dimensions
Java
ProductBrand productBrand = new ProductBrand();
productBrand.setValue("Nexus");
ProductOfferId productOfferId = new ProductOfferId();
productOfferId.setValue("book1");

ProductCanonicalCondition is an enumeration
Product Dimensions
Java
ProductCanonicalCondition c = new
ProductCanonicalCondition();
// Set the canonical condition using the ENUM
c.setCondition(
ProductCanonicalConditionCondition.NEW);

ProductCustomAttribute is a value with a type
Product Dimensions
Java
ProductCustomAttribute pca = new
ProductCustomAttribute();
pca.setType(ProductDimensionType.CUSTOM_ATTRIBUTE_0);
pca.setValue("my attribute value");

ProductType and ProductBiddingCategory are values with
a hierarchical type
A product type in Merchant Center of “Media > Books”
matches an L1 type of Media and an L2 type of Books
Product Dimensions
Java
ProductType productType = new ProductType();
productType.setType(
ProductDimensionType.PRODUCT_TYPE_L1);
productType.setValue("Media");

ProductBiddingCategory values are fixed IDs, retrieved
from the ConstantDataService
Product Dimensions
Java
Selector selector = new SelectorBuilder()
.equals("Country", "US")
.build();
ProductBiddingCategoryData[] results =
constantDataService
.getProductBiddingCategoryData(selector);

Product Partitions

Root is a subdivision. It has no value and no parent
Product Partitions
Java
ProductPartition root = new ProductPartition();
root.setPartitionType(
ProductPartitionType.SUBDIVISION);
root.setId(-1);

Java
ProductPartition root = new ProductPartition();
root.setPartitionType(
ProductPartitionType.SUBDIVISION);
root.setId(-1);
Root is a subdivision. It has no value and no parent.
Product Partitions

The Toys category is a unit. It has root as it’s parent.
Product Partitions
Java
ProductBiddingCategory toysDimension = ...
ProductPartition toys = new ProductPartition();
toys.setPartitionType(ProductPartitionType.UNIT);
toys.setParentCriterionId(root.getId());
toys.setCaseValue(toysDimension);

To create an Other node, use a dimension with no value
Product Partitions
Java
ProductBrand otherBrand = new ProductBrand();
ProductBiddingCategory otherCat = new
ProductBiddingCategory();
otherCat.setType(ProductDimensionType.BIDDING_CATEGORY_L1);

Filtering

Filtering by channel
The Criterion ID for online is 200, and for local it is 201
ProductSalesChannel
Java
ProductSalesChannel channel = new
ProductSalesChannel();
channel.setId(200L);

A ProductScope filters based on ProductDimensions
ProductScope
Java
ProductScope scope = new ProductScope();
ProductBrand brand = new ProductBrand();
brand.setValue("Nexus");
scope.setDimensions(
new ProductDimension[]{ brand });

Resources
Documentation links
Shopping Content API - http://goo.gl/hJ1KER
Shopping Campaigns guide - http://goo.gl/sPnkic

Questions?

Shopping Campaigns and AdWords API

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