The document introduces Google's new Feed Services, which allow advertisers to define, populate, map, associate, and validate data for robust ad extensions. The five steps involve using different services: 1) Define tables with columns using FeedService, 2) Populate rows of data using FeedItemService, 3) Map columns to extension attributes using FeedMappingService, 4) Associate feeds to campaigns using CampaignFeedService, and 5) Validate data matches extensions and campaigns using FeedItemService. Reference materials and usage limits are also provided.

1. Introducing the Feed Services
Robust Ad Extensions
Google Confidential and Proprietary

2. Why change what works?
Google Confidential and Proprietary

3. Tabular Data
Google Confidential and Proprietary

4. Five steps, four services
1) Define: Create your table by setting column names
Use: FeedService
2) Populate: Add rows of data to your table
Use: FeedItemService
3) Map: Couple your columns to Ad Extension attributes
Use: FeedMappingService
4) Associate: Link your feed to your campaign
Use: CampaignFeedService
5) Validate: Ensure your data matches the extension and campaign
Use: FeedItemService
Google Confidential and Proprietary

5. 1) Define
2) Populate
3) Map
4) Associate
5) Validate
Google Confidential and Proprietary

6. 1) Define : FeedService
Feed
"Sitelinks Feed"
id: 12345
FeedAttribute FeedAttribute
type: STRING type: URL
"Link Text" "Link URL"
Google Confidential and Proprietary

7. 1) Define
2) Populate
3) Map
4) Associate
5) Validate
Google Confidential and Proprietary

8. 2) Populate : FeedItemService
FeedItem FeedItem
feedId feedId
["Cheap Cars", ["Easy Financing",
"http://.../cars"] "http://.../financing"]
Mobile All Platforms
Google Confidential and Proprietary

9. 1) Define
2) Populate
3) Map
4) Associate
5) Validate
Google Confidential and Proprietary

10. 3) Map : FeedMappingService
FeedMapping
PLACEHOLDER_SITELINKS
AttributeField AttributeField
Mapping Mapping
attributeId attributeId
fieldId fieldId
Google Confidential and Proprietary

11. 1) Define
2) Populate
3) Map
4) Associate
5) Validate
Google Confidential and Proprietary

12. 4) Associate : CampaignFeedService
CampaignFeed
feedId
campaignId
Function
lhsOperand
rhsOperand
operator (IN, EQUALS)
Google Confidential and Proprietary

13. 1) Define
2) Populate
3) Map
4) Associate
5) Validate
Google Confidential and Proprietary

14. 5) Validate : FeedItemService
FeedItemService.get()
FeedItem[]
FeedItemValidationDetail[] FeedItemValidationDetail[]
validationStatus: validationStatus:
(ERROR, UNCHECKED, VALID) (ERROR, UNCHECKED, VALID)
approvalStatus: approvalStatus:
(APPROVED, DISAPPROVED, (APPROVED, DISAPPROVED,
UNCHECKED) UNCHECKED)
Google Confidential and Proprietary

15. Five steps, four services
1) Define: Create your table by setting column names
Use: FeedService
2) Populate: Add rows of data to your table
Use: FeedItemService
3) Map: Couple your columns to Ad Extension attributes
Use: FeedMappingService
4) Associate: Link your feed to your campaign
Use: CampaignFeedService
5) Validate: Ensure your data matches the extension and campaign
Use: FeedItemService
Google Confidential and Proprietary

16. Reference
● Feed Services detailed guide: http://goo.gl/e4MF9
● Ad Extension property IDs: http://goo.gl/Nk4OY
Limits
● 100,000 active upgraded ad extensions per account
● 10,000 ad group references to upgraded ad extensions per
account
● 10,000 campaign references to upgraded ad extensions per
account
Migration
● Auto-migration later in the year
● One feed per ad extension type
● You can force-migrate yourself in AdWords Frontend
Google Confidential and Proprietary

17. Q&A