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Page 1: 07. feeds update

Google Inc. - All Rights Reserved

Page 2: 07. feeds update

Feeds Update

Adam Ohren, Google, Inc.<Presenter’s name>, Google, Inc.

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Agenda

● Quick Feed Concepts Review

● What's New

● Location Feeds Deep Dive

● Reporting

● Best Practices

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Feed ConceptsA Quick Review

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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

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All of the PiecesData Extension Type Ad Extensions

CustomerFeedfeedIdplaceholderTypesmatchingFunction

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Creating New Feeds

To do this... …call this... ...with these!

Create FeedService FeedFeedAttribute

Populate FeedItemService FeedItemFeedItemAttribute

Map Attributes FeedMappingService FeedMapping

Map Items CustomerFeedServiceCampaignFeedServiceAdGroupFeedService

CustomerFeedCampaignFeedAdGroupFeed

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What's New

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● 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

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● 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

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CONVERSIONDURATION

THRESHOLD

Call Extension Changes

AdCallMetricsConversion

As announced in a recent blog post:

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● 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

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● 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

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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

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Customer/Campaign/AdGroupFeeds

CustomerFeed

Campaign A

CampaignFeed

Campaign B

AdGroup A1

AdGroupFeed

AdGroup B1 AdGroup B2

Customer/Account

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● Displays a link in your ad that points to your mobile app.

● Only applicable for Mobile & Tablet devices

App Extensions

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App Extension Fields

ID Field Data Type Notes

1 STORE INT64 1 for iTunes2 for Google Play

2 ID STRING Store-specific ID

3 LINK TEXT STRING Text for the destination URL

4 URL URL Destination URL

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● Show accolades from reputable third parties in your ad.● Review text is one of:

Exact Paraphrased

Review Extensions

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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 quotefalse for paraphrased

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Location Feeds Deep Dive

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● 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

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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

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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

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Creating the PlacesLocationFeedDataField Sample

emailAddress [email protected]

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

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HTML

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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 functionthat always evaluates to TRUE and has no rhsOperand

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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

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HTML

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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>

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Reporting

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Feed-based Reporting

Non-upgraded location extensions Ad Extensions Performance Report

Everything else:● Sitelink● App● Call● Locations (Google Places)● Review

Placeholder Feed Items Report

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● 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

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Best Practices

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● 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

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● 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

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HTML

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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 functionthat always evaluates to FALSE and has no rhsOperand

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● 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

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● 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

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ResourcesGuide & Reference

https://developers.google.com/adwords/api/docs/guides/feed-serviceshttps://developers.google.com/adwords/api/docs/guides/feed-services-locationshttps://developers.google.com/adwords/api/docs/appendix/placeholdershttps://developers.google.com/adwords/api/docs/appendix/feed-errors

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Questions?

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