The AdWords API and MobileOrMobile All the Things

Xerxes Dotiwalla2015

Agenda

● Why care about mobile?

● How to get your ads on mobile devices

● App ad extensions

● App promotion and engagement

campaigns

● Mobile landing pages

Why Care About Mobile?

Mobile Matters

http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report

How to Get your Ads on Mobile

Devices

Mobile Bid Adjustment

● CampaignCriterionService

● AdGroupBidModifierService

Display Campaign + Mobile Criterion

● To only serve ads on Mobile○ Create a Display Only Campaign○ Set CampaignCriterion

■ OperatingSystemVersion● To a Mobile Device OS

Mobile Preferred Ads

● AdGroupAdService○ Ad.devicePreference = 30001

■ Targets HighEndMobile

Mobile Ad Types

● AdGroupAdService○ MobileAd○ MobileImageAd

Call Only Ads (New!)

● CallOnlyAds show mobile ads with a click-to-call button○ Help Center Page○ API Blog Post

App Ad Extensions

App Ad Extensions

● Use the new ExtensionSettingServices

● Help Center Page

App Ad Extensions in Code

CampaignExtensionSetting campaignExtensionSetting = new CampaignExtensionSetting();

campaignExtensionSetting.setCampaignId(campaignId);

campaignExtensionSetting.setExtensionType(FeedType.APP);

AppFeedItem myApp = new AppFeedItem();

myApp.setAppStore(AppStore.GOOGLE_PLAY);

myApp.setAppId(“com.example.baconTimer”);

myApp.setAppLinkText(“Download Bacon Timer!”)

myApp.setAppUrl(“market://details?id=com.example.baconTimer”)

App Ad Extensions in Code (cont’d)

ExtensionSetting extensionSetting = new ExtensionSetting();extensionSetting.setExtensions(new ExtensionFeedItem[] { myApp });

campaignExtensionSetting.setExtensionSetting(extensionSetting);

CampaignExtensionSettingOperation operation = new CampaignExtensionSettingOperation();operation.setOperand(campaignExtensionSetting);operation.setOperator(Operator.ADD);

CampaignExtensionSettingReturnValue returnValue =campaignExtensionSettingService.mutate(new CampaignExtensionSettingOperation[] { operation });

App Promotion and Engagement Campaigns

App Promotion Campaigns

● Get people to download your mobile app● Guide

● Get people to open your app○ Display Only

■ App Engagement Ad■ Image App Engagement Ad

● Deep link into your app○ Search Only

■ App Reengagement Ad

Targeting App Promotion

● Mobile app category// Games

MobileAppCategory category = new MobileAppCategory();

category.mobileAppCategoryId = 60008;

● Types of apps previously downloaded// Puzzle games

CriterionUserInterest userInterest = new CriterionUserInterest();

userInterest.userInterestId = 87086;

Targeting App Promotion (cont’d)

● New mobile devices// Activated the device in the last 7 days

CriterionUserInterest userInterest = new CriterionUserInterest();

userInterest.userInterestId = 85002;

● DemographicsAgeRange ageRange = new AgeRange();

ageRange.ageRangeType = AgeRangeAgeRangeType.AGE_RANGE_18_24;

Targeting App Promotion (cont’d)

● Device specific// Android 4.1 Jelly Bean

OperatingSystemVersion osVersion = new OperatingSystemVersion();

osVersion.id = 630257;

Mobile Landing Pages

Performance as a Feature

● Minimize redirects● Minimize server processing time● Concatenate assets (css/js/images)● Minify css/js

○ 14k is the magic number● Cache

Functional on All Devices

“Can you get conversions from the bathroom?”

● Responsive pages○ Polymer

● Avoid:○ Text entry○ Requiring zooming○ Horizontal scroll○ Multiple clickable items within

a thumb-width

So...

● Why care about mobile?

● How to get your ads on mobile devices

● App ad extensions

● App promotion and engagement

campaigns

● Mobile landing pages

Check Out Mobile Best Practices

AdWords Best Practices

Not API-specific, but provide general guidance

ResourcesCall Only Ad Help Center ArticleCall Only Ad API Blog PostApp Promotion Campaign GuideApp Engagement AdImage App Engagement AdApp Reengagement AdGoogle Web FundamentalsAdWords Best Practices