07. feeds update

Feeds Update
Adam Ohren, Google, Inc.
<Presenter’s name>, Google, Inc.

Agenda
● Quick Feed Concepts Review
● What's New
● Location Feeds Deep Dive
● Reporting
● Best Practices

Feed Concepts
A Quick Review

Feed● Account-level table
● Collection of mutable rows
● Data provider for ad extensions
What is a Feed?
Attr1 Attr2 Attr3
Item1 Val1 Val2 Val3
Item2 Val4 Val5 Val6

All of the Pieces
Data Extension Type Ad Extensions
CustomerFeed
feedId
placeholderTypes
matchingFunction

Creating New Feeds
To do this... …call this... ...with these!
Create FeedService Feed
FeedAttribute
Populate FeedItemService FeedItem
FeedItemAttribute
Map Attributes FeedMappingService FeedMapping
Map Items CustomerFeedService
CampaignFeedService
AdGroupFeedService
CustomerFeed
CampaignFeed
AdGroupFeed

What's New

● Feed name uniqueness
● Call extensions
○ Say goodbye to CONVERSION DURATION THRESHOLD
○ Say hello to AdCallMetricsConversion
● CustomerFeedService
● Three new types of feeds:
○ App
○ Review
○ Location
The Latest Happenings in the World of
Feeds

● Attempting to add a new Feed with the
same name as an existing ACTIVE feed will
fail with a FeedError
● Existing duplicate Feeds will be renamed
automatically
● AdWords won't touch duplicates fixed
before this change
● Make sure your application can handle the
name changes
See our recent blog post for details.
Feed Name Uniqueness

CONVERSION
DURATION
THRESHOLD
Call Extension Changes
AdCallMetrics
Conversion
As announced in a recent blog post:

● Create an AdCallMetricsConversion with the proper
phoneCallDuration value (in seconds)
● Add a new FeedAttribute for CONVERSION TYPE ID
● Populate the new attribute on your call extension
FeedItems with the ID of the AdCallMetricsConversion
● Replace the existing FeedMapping with one with:
● an AttributeFieldMapping for CONVERSION TYPE ID added
● the AttributeFieldMapping for CALL DURATION THRESHOLD
removed
Using an AdCallMetricsConversion

● AdWords API v201402 includes a new
CustomerFeedService, as well as a new
CustomerFeed type
● CustomerFeeds are the same as CampaignFeeds and
AdGroupFeeds -- they're just defined at the AdWords
account level
● Can be used with App, Location and Review Extensions
New Service: CustomerFeedService

A CustomerFeed is:
● Required for Location feeds (more on that in a minute)
● Optional for App and Review feeds
A CustomerFeed simply adds a new level where you
can define the mapping from feed items to extension
types.
● The most specific mapping (rightmost) "wins":
CustomerFeed -> CampaignFeed -> AdGroupFeed
New Type: CustomerFeed

Customer/Campaign/AdGroupFeeds
CustomerFeed
Campaign A
CampaignFeed
Campaign B
AdGroup A1
AdGroupFeed
AdGroup B1 AdGroup B2
Customer/Account

● Displays a link in your ad that points to your mobile app.
● Only applicable for Mobile & Tablet devices
App Extensions

App Extension Fields
ID Field Data Type Notes
1 STORE INT64 1 for iTunes
2 for Google Play
2 ID STRING Store-specific ID
3 LINK TEXT STRING Text for the destination URL
4 URL URL Destination URL

● Show accolades from reputable third parties in your ad.
● Review text is one of:
Exact Paraphrased
Review Extensions

Review Extension Fields
ID Field Data Type Notes
1 TEXT STRING Exact quote or paraphrase from a
third-party source
2 SOURCE NAME STRING Name of the third-party publisher
3 SOURCE URL URL Landing page of the third-party
website of the review
4 TEXT EXACTLY
QUOTED
BOOLEAN true for exact quote
false for paraphrased

Location Feeds Deep Dive

● Show locations from your Google Places for Business
account
● Set it and forget it - AdWords keeps itself in sync with
Places automatically
● Only supports Places locations - no manually entered
addresses
Location Extensions

1. The Feed needs its systemFeedGenerationData set
to a PlacesLocationFeedData object
2. Set the Feed's origin to ADWORDS.
3. AdWords handles many aspects for you
● Creates the FeedAttributes for the feed (do not specify these
in your mutate ADD operation)
● Creates a FeedMapping
● Creates and maintains the FeedItems
4. You must create a CustomerFeed
Key Differences vs. Other Extension Types

The PlacesLocationFeedData object associates your
AdWords feed with a Google Places for Business account.
You'll need the following:
● Email address of the owner of the Google Places for
Business account (this identifies the account)
● An OAuth2 access token for the Places scope
● You can use the OAuth2 Playground to generate the access
token
Creating the Feed

Creating the PlacesLocationFeedData
Field Sample
emailAddress placesowner@gmail.com
businessNameFilter* "Ads Developers Restaurant and Bar"
categoryFilters* { "Restaurant or Cafe", "Food and Drink" }
oAuthInfo
Field Sample
httpMethod GET
httpRequestUrl https://www.google.com/local/add
httpAuthorizationHeader Bearer ya29.1.A12xY_ABCdefGHIjkl-MNOpqrSTUVW...
* Optional field

HTML
CustomerFeed - Using IDENTITY
<matchingFunction>
<operator>IDENTITY</operator>
<lhsOperand>
<FunctionArgumentOperand.Type>ConstantOperand
</FunctionArgumentOperand.Type>
<type>BOOLEAN</type>
<booleanValue>true</booleanValue>
</lhsOperand>
</matchingFunction>
<status>ACTIVE</status>
See the AddPlacesLocationExtensions example
Use the IDENTITY operator to define a matching function
that always evaluates to TRUE and has no rhsOperand

As with other feed-based extensions, you have the option
of creating CampaignFeeds or AdGroupFeeds to further
refine the location selection at the Campaign or AdGroup
level. Keep in mind:
● CustomerFeed is required -- this is unique to location
extensions
● Since FeedItems are automatically created and
managed by AdWords, your matchingFunction
should use the BUSINESS NAME and CATEGORIES
placeholder fields, not FeedItem IDs
Refine Selection for Campaigns or AdGroups

HTML
Selecting Feed Items
<matchingFunction>
<operator>EQUALS</operator>
<lhsOperand>
<FunctionArgumentOperand.Type>FeedAttributeOperand
<feedId>12345678</feedId>
<feedAttributeId>1</feedAttributeId>
</lhsOperand>
<rhsOperand>
<FunctionArgumentOperand.Type>ConstantOperand
<type>STRING</type>
<stringValue>Ads Developers Music Shop</stringValue>
</rhsOperand>
</matchingFunction>

Reporting

Feed-based Reporting
Non-upgraded location extensions Ad Extensions Performance Report
Everything else:
● Sitelink
● App
● Call
● Locations (Google Places)
● Review
Placeholder Feed Items Report

● FeedItem-level statistics
● Use IsSelfAction = 'This
extension' to limit to clicks for each
FeedItem
● If not filtering by IsSelfAction, then
clicks and impressions may be
counted more than once
Placeholder Feed Item Report

Best Practices

● Each ad extension type has a default pre-built Feed
○ Main sitelink feed
○ Main app feed
○ Main phone number feed
○ Main location feed
○ Main review feed
● Feed.origin ⇒ ADWORDS
● FeedAttributes (schema) are immutable
Using Built-in ADWORDS Feeds

● Displayed in a dropdown alongside built-in Feeds
● Can only be created via the API
● Feed.origin ⇒ USER
● FeedAttributes (schema) are appendable
Using User Defined Feeds

HTML
Disabling Feeds for a Campaign or AdGroup
<feedId>12345678</feedId> 
<matchingFunction>
<operator>IDENTITY</operator>
<lhsOperand>
<FunctionArgumentOperand.
Type>ConstantOperand</FunctionArgumentOperand.Type>
<type>BOOLEAN</type>
<booleanValue>false</booleanValue>
</lhsOperand>
</matchingFunction>
<status>ACTIVE</status>
Use the IDENTITY operator to define a matching function
that always evaluates to FALSE and has no rhsOperand

● Regardless of placeholder type, you can only have ONE:
○ CustomerFeed per Customer + Feed
○ CampaignFeed per Campaign + Feed
○ AdGroupFeed per AdGroup + Feed
● Don't send existing FeedAttributes in SET FeedOperations
● No validation on FeedItemIds in matchingFunctions
● Maximum of 20 ACTIVE Feeds per account
○ Including built-in ADWORDS feeds
Feed Trivia Part One

● CustomerFeed is not used for sitelink or call extensions
● CustomerFeed is required for location extensions but is
optional for app and review extensions
● Delete feeds in the following order:
○ CustomerFeed / CampaignFeed / AdGroupFeed
○ FeedMapping
○ FeedItems
○ Feed
● Disable an extension type at the Campaign or AdGroup
level with a matching function that always returns false
Feed Trivia Part Two

Resources
Guide & Reference
https://developers.google.com/adwords/api/docs/guides/feed-services
https://developers.google.com/adwords/api/docs/guides/feed-services-locations
https://developers.google.com/adwords/api/docs/appendix/placeholders
https://developers.google.com/adwords/api/docs/appendix/feed-errors

Questions?

07. feeds update

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie 07. feeds update

Ähnlich wie 07. feeds update (20)

Mehr von marcwan

Mehr von marcwan (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

07. feeds update