Enhanced Campaigns
Enhanced Campaigns AdWords API Support for Enhanced Campaigns
Google Confidential and Proprietary
Enhanced Campaigns Overview
1. 2. 3. 4. 5. 6.
Introducing Enhanced Campaigns API Support for Enhanced Campaigns Working with Enhanced Campaigns Updated Reporting Ad Extension Feed Services Upgrading Existing Systems
Google Confidential and Proprietary
Introducing Enhanced Campaigns
●
Powerful tools for the multi-device world ○
Ability to modify bidding behavior dependent on device type within a single campaign ■
●
e.g. bid 20% higher on high-end mobile than desktop for campaigns that drive people to a physical store
Smarter ads for varying user contexts ○
Ability to show the right creative based on user context and device capabilities ■
e.g. show mobile-preferred headlines and ad text when a user is on a high-end mobile device
Google Confidential and Proprietary
API Support for Enhanced Campaigns ● Creating & upgrading to enhanced campaigns ● Bidding with bid adjustments ● Mobile preferred ads ● Ad extension feed services
Google Confidential and Proprietary
Creating & Upgrading Campaigns
● Set via CampaignService ○ Campaign.enhanced = false cannot be set ● All new campaigns created with v201302 are enhanced ● Once upgraded, enhanced campaigns cannot be reverted ● Enhanced campaign ads serve on all platforms ○ Can no longer add platforms and carriers with CampaignCriterionService ○ If targeting Google Display Network (GDN) only, then you will be able to add platforms and carriers.
Google Confidential and Proprietary
Bidding with Bid Adjustments
The What ● Multiply device, location, time bid adjustments to get final bid value ● Desktop and tablet bidding strategies are now aligned as base bid The How ● Set suitably configured Criterion (Platform, Location, AdSchedule) objections to Campaign, with an associated bidModifier value Google Confidential and Proprietary
Setting Time Bid Adjustments
● ● ● ●
Set via AdSchedules using CampaignCriterionService Time intervals are in client account's timezone AdSchedule bid modifiers available since v201206 AdSchedules can't have more than 6 intervals in a day Google Confidential and Proprietary
Setting Mobile Bid Adjustments
-20%
● Set via CampaignCriterionService ● Bid modifier can only be set on enhanced campaigns ○ CriterionError.CANNOT_BID_MODIFY_CRITERION_TYPE if you try for legacy campaigns ● Recommended value provided in Forward Compatibility Map with key Campaign.suggestedMobileBidAdjustment
Google Confidential and Proprietary
Forward Compatibility Maps ● Map of key-value string pairs ● Field forwardCompatibilityMap on Campaign and AdGroupAd objects ● Enhanced campaign support for all versions of the API
Key
Entity
Type: Values
Campaign.suggestedMobileBidAdjustment
Campaign
Decimal: [-1.0,3.0]
Campaign.enhanced (v201209)
Campaign
Boolean: [true,false]
Ad.devicePreference (v201209)
AdGroupAd
Id: [30001]
(v201209, v201302)
Google Confidential and Proprietary
Understanding bidModifier Values for Mobile Devices SOAP
AdWords UI
CampaignCriterion.bidModifier = 1.2
Google Confidential and Proprietary
Setting Location Bid Adjustments
● Changing location bid adjustment not yet supported in the API ● Geo targeting still set using CampaignCriterion Locations via CampaignCriterionService ○ All location targets added with API have +0% as default bid adjustment (bidModifier == 1.0)
Google Confidential and Proprietary
Marking Mobile Preferred Ads
● Set via AdGroupAdService ● Cannot change devicePreference for existing ads ■ Create new copy of existing ad with field set ● High-end mobile ID 30001 can be set on: ○ TextAd ○ ImageAd ○ DynamicSearchAd ○ TemplateAd ○ RichMediaAd ○ ThirdPartyRedirectAd Google Confidential and Proprietary
Updated Reporting ● CAMPAIGN_PERFORMANCE_REPORT ○ boolean Enhanced ● AD_PERFORMANCE_REPORT ○ long DevicePreference ● CLICK_PERFORMANCE_REPORT ○ DeviceType Device
NOTE: Provide current values at time of report, like all other attribute columns. Google Confidential and Proprietary
Ad Extension Feed Services ● New services map tabular data to ad extensions ○ ○
CampaignFeedService AdGroupFeedService Beta
● CampaignFeedService only available for enhanced campaigns
Campaign 1
Campaign 2
Google Confidential and Proprietary
Upgrading Existing Systems 1. Upgrade Platform a.
Support enhanced campaign creation i.
b.
v201302 will only create enhanced campaigns
Refactor device targeting i.
ADD & REMOVE operations no longer supported on Platform criteria
c.
Support bid modifiers, mobile-preferred ads i.
Modify mobile bidModifier with SET operation
2. Upgrade Legacy Campaigns a.
Simple Upgrade
b.
Merge Upgrade
Google Confidential and Proprietary
Simple Upgrade Hybrid desktop-mobile or desktop only campaigns 1. Enable campaigns as enhanced campaigns Campaign.enhanced = true 2. Set the mobile bid adjustments to -100% to +300% (if needed) CampaignCriterion.bidModifier = BID_MODIFIER 3. Create new mobile-preferred ad text and headlines (if needed) Ad.devicePreference = 30001
Mobile only campaigns 1. Enable campaigns as enhanced campaigns 2. Set the default desktop/tablet bid 3. Set the mobile bid adjustment between -100% to +300% 4. Create new mobile-preferred ad text and headlines
Google Confidential and Proprietary
Merge Upgrade Merging campaigns (mobile with desktop) ● Campaigns with similar purposes, but split mobile vs. desktop, should be merged. General Upgrade Flow 1. 2. 3. 4. 5.
6. 7.
Choose primary campaign (most recent KWs, largest KW set, longest history, most statistics) Merge campaign settings (Status, Location, Language, Networks, Ad Schedule, Bid Type, Delivery Method, Ad rotation, Campaign Start and End Date) Set primary campaign to enhanced Merge ad groups, keywords, ads, extensions, and conversion tracking Merge budgets a. Non-shared budgets can be added together b. Shared budgets may need to consider the relevant shared portion Set mobile bid adjustment for the primary campaign Delete the secondary campaign a. Can be undeleted if necessary
Google Confidential and Proprietary
Enhanced Campaigns Upgrade Timeline
Partial Enhanced Campaign Support
Native Enhanced Campaign Support
Feb 6 - Enhanced Campaigns Release
March 4 - v201302 Release
March 25 - v201206 Sunset
July 1 - v201209 Sunset
v201206 [deprecated]
v201206 [deprecated]
v201206 [sunset]
v201209
v201209 [deprecated]
v201209 [deprecated]
v201209 [sunset]
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
v201302
v201302
v201302
Enhanced Campaigns Only
v201302
Google Confidential and Proprietary
Online Resources Enhanced Campaigns Upgrade Guide http://www.google.com/adwords/enhancedcampaigns/resources/pdf/upgrade-guide-en.pdf Enhanced Campaigns API Guide https://developers.google.com/adwords/api/docs/guides/enhanced-campaigns Ad Scheduling API Guide https://developers.google.com/adwords/api/docs/guides/ad_scheduling Forward Compatibility Maps Guide https://developers.google.com/adwords/api/docs/guides/forward-compatibility-maps Feed Services Guide https://developers.google.com/adwords/api/docs/guides/feed-services
Google Confidential and Proprietary
Q&A
Google Confidential and Proprietary
Enhanced Campaigns Overview
1. 2. 3. 4. 5. 6.
Introducing Enhanced Campaigns API Support for Enhanced Campaigns Working with Enhanced Campaigns Updated Reporting Ad Extension Feed Services Upgrading Existing Systems
Google Confidential and Proprietary
Introducing Enhanced Campaigns
●
Powerful tools for the multi-device world ○
Ability to modify bidding behavior dependent on device type within a single campaign ■
●
e.g. bid 20% higher on high-end mobile than desktop for campaigns that drive people to a physical store
Smarter ads for varying user contexts ○
Ability to show the right creative based on user context and device capabilities ■
e.g. show mobile-preferred headlines and ad text when a user is on a high-end mobile device
Google Confidential and Proprietary
API Support for Enhanced Campaigns ● Creating & upgrading to enhanced campaigns ● Bidding with bid adjustments ● Mobile preferred ads ● Ad extension feed services
Google Confidential and Proprietary
Creating & Upgrading Campaigns
● Set via CampaignService ○ Campaign.enhanced = false cannot be set ● All new campaigns created with v201302 are enhanced ● Once upgraded, enhanced campaigns cannot be reverted ● Enhanced campaign ads serve on all platforms ○ Can no longer add platforms and carriers with CampaignCriterionService ○ If targeting Google Display Network (GDN) only, then you will be able to add platforms and carriers.
Google Confidential and Proprietary
Bidding with Bid Adjustments
The What ● Multiply device, location, time bid adjustments to get final bid value ● Desktop and tablet bidding strategies are now aligned as base bid The How ● Set suitably configured Criterion (Platform, Location, AdSchedule) objections to Campaign, with an associated bidModifier value Google Confidential and Proprietary
Setting Time Bid Adjustments
● ● ● ●
Set via AdSchedules using CampaignCriterionService Time intervals are in client account's timezone AdSchedule bid modifiers available since v201206 AdSchedules can't have more than 6 intervals in a day Google Confidential and Proprietary
Setting Mobile Bid Adjustments
-20%
● Set via CampaignCriterionService ● Bid modifier can only be set on enhanced campaigns ○ CriterionError.CANNOT_BID_MODIFY_CRITERION_TYPE if you try for legacy campaigns ● Recommended value provided in Forward Compatibility Map with key Campaign.suggestedMobileBidAdjustment
Google Confidential and Proprietary
Forward Compatibility Maps ● Map of key-value string pairs ● Field forwardCompatibilityMap on Campaign and AdGroupAd objects ● Enhanced campaign support for all versions of the API
Key
Entity
Type: Values
Campaign.suggestedMobileBidAdjustment
Campaign
Decimal: [-1.0,3.0]
Campaign.enhanced (v201209)
Campaign
Boolean: [true,false]
Ad.devicePreference (v201209)
AdGroupAd
Id: [30001]
(v201209, v201302)
Google Confidential and Proprietary
Understanding bidModifier Values for Mobile Devices SOAP
AdWords UI
CampaignCriterion.bidModifier = 1.2
Google Confidential and Proprietary
Setting Location Bid Adjustments
● Changing location bid adjustment not yet supported in the API ● Geo targeting still set using CampaignCriterion Locations via CampaignCriterionService ○ All location targets added with API have +0% as default bid adjustment (bidModifier == 1.0)
Google Confidential and Proprietary
Marking Mobile Preferred Ads
● Set via AdGroupAdService ● Cannot change devicePreference for existing ads ■ Create new copy of existing ad with field set ● High-end mobile ID 30001 can be set on: ○ TextAd ○ ImageAd ○ DynamicSearchAd ○ TemplateAd ○ RichMediaAd ○ ThirdPartyRedirectAd Google Confidential and Proprietary
Updated Reporting ● CAMPAIGN_PERFORMANCE_REPORT ○ boolean Enhanced ● AD_PERFORMANCE_REPORT ○ long DevicePreference ● CLICK_PERFORMANCE_REPORT ○ DeviceType Device
NOTE: Provide current values at time of report, like all other attribute columns. Google Confidential and Proprietary
Ad Extension Feed Services ● New services map tabular data to ad extensions ○ ○
CampaignFeedService AdGroupFeedService Beta
● CampaignFeedService only available for enhanced campaigns
Campaign 1
Campaign 2
Google Confidential and Proprietary
Upgrading Existing Systems 1. Upgrade Platform a.
Support enhanced campaign creation i.
b.
v201302 will only create enhanced campaigns
Refactor device targeting i.
ADD & REMOVE operations no longer supported on Platform criteria
c.
Support bid modifiers, mobile-preferred ads i.
Modify mobile bidModifier with SET operation
2. Upgrade Legacy Campaigns a.
Simple Upgrade
b.
Merge Upgrade
Google Confidential and Proprietary
Simple Upgrade Hybrid desktop-mobile or desktop only campaigns 1. Enable campaigns as enhanced campaigns Campaign.enhanced = true 2. Set the mobile bid adjustments to -100% to +300% (if needed) CampaignCriterion.bidModifier = BID_MODIFIER 3. Create new mobile-preferred ad text and headlines (if needed) Ad.devicePreference = 30001
Mobile only campaigns 1. Enable campaigns as enhanced campaigns 2. Set the default desktop/tablet bid 3. Set the mobile bid adjustment between -100% to +300% 4. Create new mobile-preferred ad text and headlines
Google Confidential and Proprietary
Merge Upgrade Merging campaigns (mobile with desktop) ● Campaigns with similar purposes, but split mobile vs. desktop, should be merged. General Upgrade Flow 1. 2. 3. 4. 5.
6. 7.
Choose primary campaign (most recent KWs, largest KW set, longest history, most statistics) Merge campaign settings (Status, Location, Language, Networks, Ad Schedule, Bid Type, Delivery Method, Ad rotation, Campaign Start and End Date) Set primary campaign to enhanced Merge ad groups, keywords, ads, extensions, and conversion tracking Merge budgets a. Non-shared budgets can be added together b. Shared budgets may need to consider the relevant shared portion Set mobile bid adjustment for the primary campaign Delete the secondary campaign a. Can be undeleted if necessary
Google Confidential and Proprietary
Enhanced Campaigns Upgrade Timeline
Partial Enhanced Campaign Support
Native Enhanced Campaign Support
Feb 6 - Enhanced Campaigns Release
March 4 - v201302 Release
March 25 - v201206 Sunset
July 1 - v201209 Sunset
v201206 [deprecated]
v201206 [deprecated]
v201206 [sunset]
v201209
v201209 [deprecated]
v201209 [deprecated]
v201209 [sunset]
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
EC support with Forward Compatibility Maps
v201302
v201302
v201302
Enhanced Campaigns Only
v201302
Google Confidential and Proprietary
Online Resources Enhanced Campaigns Upgrade Guide http://www.google.com/adwords/enhancedcampaigns/resources/pdf/upgrade-guide-en.pdf Enhanced Campaigns API Guide https://developers.google.com/adwords/api/docs/guides/enhanced-campaigns Ad Scheduling API Guide https://developers.google.com/adwords/api/docs/guides/ad_scheduling Forward Compatibility Maps Guide https://developers.google.com/adwords/api/docs/guides/forward-compatibility-maps Feed Services Guide https://developers.google.com/adwords/api/docs/guides/feed-services
Google Confidential and Proprietary
Q&A
