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AdWords API Targeting Options

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Page 1: AdWords API Targeting Options

Google Inc. - All Rights Reserved

Page 2: AdWords API Targeting Options

Campaign Targeting OptionsHow to reach the audience you want

Michael Cloonan, Google, Inc.<presenter’s name>, Google, Inc.

Page 3: AdWords API Targeting Options

Agenda

● Locations

● LocationGroups● Matching Functions

● Mobile Criteria

● Dynamic Search Ads

● Auto-tagging

Page 4: AdWords API Targeting Options

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Targeting LocationsGetting your ads to people near your business

Page 5: AdWords API Targeting Options

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● Target people in a specific location● Country, State, City, Postal Code, etc.

● Fixed-ID criteria

● Look up location criteria at:● Documentation● LocationCriterionService

Location Criteria

Page 6: AdWords API Targeting Options

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Location Documentation

Page 7: AdWords API Targeting Options

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Location Accuracy

Page 8: AdWords API Targeting Options

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Targeting Location DemographicsUsing LocationGroups for even more fine-grained targeting

Page 9: AdWords API Targeting Options

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● Also uses Location criteria IDs

● Additionally uses demographic targeting information

● Target based on:● Income Levels● Places of Interest

LocationGroups Criteria

Page 10: AdWords API Targeting Options

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Matching Function

GeoTargetOperand(Location criterion)

PlacesOfInterestOperandor

IncomeOperand+

= MatchingFunction

Page 11: AdWords API Targeting Options

Java

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Matching Function Code ExampleLocationGroups 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

Page 12: AdWords API Targeting Options

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Targeting MobileGetting your ad to users on their phones and tablets

Page 13: AdWords API Targeting Options

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● Display Network only

● Target by:● Device● Type of app● Specific app

Mobile Targeting

Page 14: AdWords API Targeting Options

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● Uses fixed ID Criterion IDs from ConstantDataService● These represent OS, manufacturer, etc.

● MobileDevice criterion

Device

Page 15: AdWords API Targeting Options

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● 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

Page 16: AdWords API Targeting Options

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● 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

Page 17: AdWords API Targeting Options

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Dynamic Search AdsTargeting based on your web site's content

Page 18: AdWords API Targeting Options

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● 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

Page 19: AdWords API Targeting Options

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● DynamicSearchAdsSetting replaces the old DomainInfoExtension

● URL field special placeholders● unescapedlpurl● escapedlpurl● lpurlpath

Dynamic Search Ad Setting

Page 20: AdWords API Targeting Options

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● 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

Page 21: AdWords API Targeting Options

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Resources

Location Targeting - https://support.google.com/adwords/answer/1722043Mobile Targeting - https://support.google.com/adwords/answer/1722057DSA General - https://support.google.com/adwords/answer/2471185DSA Targeting - https://support.google.com/adwords/answer/2497706

Page 22: AdWords API Targeting Options

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Questions?

Page 23: AdWords API Targeting Options

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