AdWords API Targeting Options

•

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marcwan

Technology Business

Campaign Targeting Options
How to reach the audience you want
Michael Cloonan, Google, Inc.
<presenter’s name>, Google, Inc.

Agenda
● Locations
● LocationGroups
● Matching Functions
● Mobile Criteria
● Dynamic Search Ads
● Auto-tagging

Google Inc. - All Rights Reserved
Targeting Locations
Getting your ads to people near your business

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

Google Inc. - All Rights Reserved
Location Documentation

Google Inc. - All Rights Reserved
Location Accuracy

Google Inc. - All Rights Reserved
Targeting Location Demographics
Using LocationGroups for even more fine-grained targeting

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

Google Inc. - All Rights Reserved
Matching Function
GeoTargetOperand
(Location criterion)
PlacesOfInterestOperand
or
IncomeOperand
+
= MatchingFunction

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

Google Inc. - All Rights Reserved
Targeting Mobile
Getting your ad to users on their phones and tablets

Google Inc. - All Rights Reserved
● Display Network only
● Target by:
● Device
● Type of app
● Specific app
Mobile Targeting

Google Inc. - All Rights Reserved
● Uses fixed ID Criterion IDs from ConstantDataService
● These represent OS, manufacturer, etc.
● MobileDevice criterion
Device

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

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

Google Inc. - All Rights Reserved
Dynamic Search Ads
Targeting based on your web site's content

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

Google Inc. - All Rights Reserved
● DynamicSearchAdsSetting replaces the old
DomainInfoExtension
● URL field special placeholders
● unescapedlpurl
● escapedlpurl
● lpurlpath
Dynamic Search Ad Setting

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

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

Google Inc. - All Rights Reserved
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AdWords API Targeting Options

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

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

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

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

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

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

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