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Shopping Campaigns and AdWords API

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Page 1: Shopping Campaigns and AdWords API

Google Inc. - All Rights Reserved

Page 2: Shopping Campaigns and AdWords API

ShoppingMerchant Center and Shopping campaigns

Mat Scales, Google, Inc.

Page 3: Shopping Campaigns and AdWords API

Agenda

● Google Shopping● Merchant Center

● Data Feeds● Content API

● Shopping campaigns● Product dimensions● Product partitions● Filtering

● Questions

Page 4: Shopping Campaigns and AdWords API

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Google Shoppinghttp://google.com/shopping

Page 5: Shopping Campaigns and AdWords API

Google Inc. - All Rights Reserved

Google Shopping

Page 6: Shopping Campaigns and AdWords API

Google Inc. - All Rights Reserved

Google Shopping

Page 7: Shopping Campaigns and AdWords API

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Merchant Centerhttp://google.com/merchants

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● 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

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Multi-Client Accounts - same idea as MCCs in AdWords

Merchant Center

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● View products, but not edit

● Manage account and subaccounts

● Data quality and disapproval information

● Link to AdWords accounts

● Tax and delivery

Merchant Center

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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

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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

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Data Feeds

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● 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

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Shopping Content API

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● Manage products, data feeds, users, accounts

● Can make updates throughout the day

● Instant feedback on some data issues

Content API

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Shopping Campaigns

Page 18: Shopping Campaigns and AdWords API

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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

Page 19: Shopping Campaigns and AdWords API

Java

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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});

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Product Dimensions

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

Product Dimensions

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Category ProductBiddingCategory

Brand ProductBrand

Item ID ProductOfferId

Condition ProductCanonicalCondition

Product type ProductType

Custom labels ProductCustomAttribute

Product Dimensions

Page 23: Shopping Campaigns and AdWords API

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ProductBrand and ProductOfferId are simple values

Product Dimensions

Java

ProductBrand productBrand = new ProductBrand();productBrand.setValue("Nexus");

ProductOfferId productOfferId = new ProductOfferId();productOfferId.setValue("book1");

Page 24: Shopping Campaigns and AdWords API

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ProductCanonicalCondition is an enumeration

Product Dimensions

Java

ProductCanonicalCondition c = newProductCanonicalCondition();

// Set the canonical condition using the ENUM

c.setCondition(

ProductCanonicalConditionCondition.NEW);

Page 25: Shopping Campaigns and AdWords API

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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");

Page 26: Shopping Campaigns and AdWords API

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ProductType and ProductBiddingCategory are values with a hierarchical typeA product type in Merchant Center of “Media > Books” matches an L1 type of Media and an L2 type of Books

Product Dimensions

JavaProductType productType = new ProductType();productType.setType(

ProductDimensionType.PRODUCT_TYPE_L1);

productType.setValue("Media");

Page 27: Shopping Campaigns and AdWords API

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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);

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Product Partitions

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Product Partitions

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Product Partitions

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Product Partitions

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Product Partitions

Page 33: Shopping Campaigns and AdWords API

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Root is a subdivision. It has no value and no parent

Product Partitions

JavaProductPartition root = new ProductPartition();root.setPartitionType(

ProductPartitionType.SUBDIVISION);root.setId(-1);

Page 34: Shopping Campaigns and AdWords API

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JavaProductPartition root = new ProductPartition();root.setPartitionType(

ProductPartitionType.SUBDIVISION);root.setId(-1);

Root is a subdivision. It has no value and no parent.

Product Partitions

Page 35: Shopping Campaigns and AdWords API

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The Toys category is a unit. It has root as it’s parent.

Product Partitions

JavaProductBiddingCategory toysDimension = ...

ProductPartition toys = new ProductPartition();toys.setPartitionType(ProductPartitionType.UNIT);toys.setParentCriterionId(root.getId());toys.setCaseValue(toysDimension);

Page 36: Shopping Campaigns and AdWords API

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To create an Other node, use a dimension with no value

Product Partitions

JavaProductBrand otherBrand = new ProductBrand();

ProductBiddingCategory otherCat = newProductBiddingCategory();

otherCat.setType(ProductDimensionType.BIDDING_CATEGORY_L1);

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Filtering

Page 38: Shopping Campaigns and AdWords API

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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);

Page 39: Shopping Campaigns and AdWords API

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A ProductScope filters based on ProductDimensions

ProductScope

Java

ProductScope scope = new ProductScope();ProductBrand brand = new ProductBrand();brand.setValue("Nexus");

scope.setDimensions(new ProductDimension[]{ brand });

Page 40: Shopping Campaigns and AdWords API

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Resources

Documentation links

Shopping Content API - http://goo.gl/hJ1KERShopping Campaigns guide - http://goo.gl/sPnkic

Page 41: Shopping Campaigns and AdWords API

Google Inc. - All Rights Reserved

Questions?

Page 42: Shopping Campaigns and AdWords API

Google Inc. - All Rights Reserved