AdWords API Workshops Q4 2013 Feed Services talk

1. AdWords API Workshops – All rights reserved

2. Feed Services
Managing Feeds with the AdWords API
Adam Ohren, Google, Inc.
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3. Agenda
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Feed Concepts
Creating New Feeds
Populating Ad Extensions
Reporting
Best Practices
Reuse of our Example Code
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4. Feed Concepts
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5. What is a Feed?
Feed
● Account-level table
● Collection of mutable rows
● Data provider for ad extensions
○ Sitelink extensions
○ Call extensions
○ App extensions
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Attr1
Attr2
Attr3
Item1
Val1
Val2
Val3
Item2
Val4
Val5
Val6

6. Feed Benefits
Feed
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Dynamically update extensions
Modify extensions in-place
Retain reporting stats
FeedItem-level device preference
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Attr1
Attr2
Attr3
Item1
Val1
Val2
Val3
Item2
Val4
Val5
Val6

7. A Database Analogy
Table
Feed
Column
FeedAttribute
Row
FeedItem
Field
FeedItemAttributeValue
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8. A Database Analogy
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Ad Extension

9. All the Pieces
Data
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Extension Type
Ad Extensions

10. Feed Services API
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FeedService
FeedItem Service
FeedMapping Service
CampaignFeed Service
AdGroupFeed Service
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11. Creating New Feeds
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12. Creating New Feeds
1. Create
2. Populate
3. Map
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13. Creating New Feeds
To do this...
…call this...
...with these!
Create
FeedService
Feed
FeedAttribute
Populate
FeedItemService
FeedItem
FeedItemAttribute
Map
FeedMappingService
FeedMapping
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14. Create
● Adds new named collection of data
● Defines columns names & types
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15. Create
1. Create Feed
a. Set name
2. Add FeedAttributes
a. Set names
b. Set types
3. Call FeedService.ADD
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16. Populate
● Inserts actual row items into the Feed
● Indicates per-item device preference
(optional)
● Configures per-item time period (optional)
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17. Populate
1. Create FeedItem
a. Set feedId
2. Add FeedItemAttributeValues
a. Set feedAttributeId
b. Set value
3. Call FeedItemService.ADD
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18. Map
● Declares which ad extensions can use
Feed
● Defines which Feed columns are used in
extension
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19. Map
1. Create FeedMapping
a. set feedId
b. set placeholderType
2. Add AttributeFieldMappings
a. set feedAttributeId
b. set fieldId
3. Call FeedMappingService.ADD
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20. Populating Ad Extensions
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21. Using Feed Data in Ad Extensions
Feed
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
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22. Using Feed Data in Ad Extensions
Feed
FeedItem
matchingFunction
FeedItem
CampaignFeed
Campaign
AdGroupFeed
AdGroup
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
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matchingFunction

23. Associate with Campaigns & AdGroups
● Adds ad extensions to Campaigns or
AdGroups
● Defines how to pick FeedItems via a
matching function
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24. Associating to Campaigns & AdGroups
1. Create CampaignFeed
a. set feedId
b. set campaignId
c. set placeholderTypes
2. Add a matching Function
a. set operator
b. set operands
3. Call CampaignFeed.ADD
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25. Matching Functions
Feed
FeedItem
FeedItem
FeedItem
matchingFunction
CampaignFeed
Campaign
AdGroupFeed
AdGroup
FeedItemId IN (id1, id2, …)
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
FeedItem
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matchingFunction
FeedItemId IN (idA, idB, …)

26. Matching Functions
Feed
Campaign / AdGroup
FeedItemId IN (6435602, 6436202)
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27. Reporting
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28. Feed-based Reporting
Ad Extensions Performance Report
● DomainInfo
● Location
● LocationSync
● Sitelinks
● Mobile
● InAppLink
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Placeholder Feed Item Report
● Sitelinks
● Mobile
● InAppLink

29. Placeholder Feed Item Report
● FeedItem-level statistics
● PlaceholderType ⇔ Ad extension type
● Sitelink
● Call
● App
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30. Best Practices
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31. Using Built-in ADWORDS Feeds
● Each ad extension type has a default Feed pre-built
● Main sitelink feed
● Main phone number feed
● Main app feed
● Feed.origin = “ADWORDS”
● FeedAttributes (schema) are immutable
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32. Using User Defined Feeds
● Displayed in a dropdown alongside built-in Feeds
● Feed.origin = “USER”
● FeedAttributes (schema) are appendable
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33. Deleting Things
Feed Entries
● Delete FeedItem
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VS
Ad Extensions
● Remove Id from matching
function

34. Feed Trivia
● One CampaignFeed / AdGroupFeed per
PlaceholderType
● Don’t send existing FeedAttributes in Feed.SET
operations
● No validation on FeedItemIds in matchingFunctions
● Maximum of 20 Feeds per account
● Including built-in ADWORDS Feeds
● Can only delete Feeds & FeedItems via API (not UI)
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35. Reusing Our Example Code
How to change our code to your bidding
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36. Use The Code, Luke!
● Examples available for each Client Library
○ https://developers.google.com/adwords/api/docs/clientlibraries
● Don’t do the hard work yourself
● Start with the Sitelinks examples
● Convert that to Calls or other Extensions
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37. PLACEHOLDERs - what are they for?
What kind of Feed or Field you’re using is set by the
PLACEHOLDERs you assign, for example:
PLACEHOLDER_SITELINKS = 1;
PLACEHOLDER_CALL = 2;
...
PLACEHOLDER_FIELD_CALL_ONLY = 4;
See:
https://developers.google.com/adwords/api/docs/appendix/placeholders
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38. Fields
Add the required Fields for that Extension:
● Sitelink:
Text, URL (up to 6 pairs)
● Call or : Phone Number, Country Code, isCallTracking,
Mobile : isCallOnly, Conversion Duration Threshold
● App
: Store, Id, Link Text, URL
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39. Then just tidy up
● Rename stuff to make sense
The example code will have method and parameter
names that say SiteLink in them. Change these to
Call or App or whatever, to match what you’re doing.
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40. Then just tidy up
● Ensure you include all the Attributes you’re using:
FeedAttribute textAttribute = new FeedAttribute();
textAttribute.setType(FeedAttributeType.STRING);
textAttribute.setName("Link Text");
Becomes:
FeedAttribute numberAttribute = new FeedAttribute();
numberAttribute.setType(FeedAttributeType.STRING);
numberAttribute.setName("Phone Number");
:
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41. Then just tidy up
● Get the right FeedAttributeType:
FeedAttribute iCOAttribute = new FeedAttribute();
iCOAttribute.setType(FeedAttributeType.BOOLEAN);
iCOAttribute.setName("Is Call Only");
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42. Then just tidy up
● Get the right AttributeId in the right place:
Feed savedFeed = result.getValue()[0]; // a new FeedReturnValue
callData.callFeedId = savedFeed.getId(); // a data holder object
FeedAttribute[] savedAttributes = savedFeed.getAttributes();
callData.numberFeedAttributeId = savedAttributes[0].getId();
callData.ccFeedAttributeId = savedAttributes[1].getId();
callData.iCTFeedAttributeId = savedAttributes[2].getId();
...
// other Attribute lines
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43. Resources
Guide & Reference
https://developers.google.com/adwords/api/docs/guides/feed-services
https://developers.google.com/adwords/api/docs/appendix/placeholders
https://developers.google.com/adwords/api/docs/appendix/feed-errors
https://developers.google.com/adwords/api/docs/clientlibraries
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44. Questions?
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