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Enhanced CampaignsAdWords API Support for Enhanced Campaigns

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Enhanced Campaigns Overview

1. Introducing Enhanced Campaigns2. API Support for Enhanced Campaigns3. Working with Enhanced Campaigns4. Updated Reporting5. Ad Extension Feed Services6. Upgrading Existing Systems

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Introducing Enhanced Campaigns

● Powerful tools for the multi-device world○ Ability to modify bidding behavior dependent on device type within a single

campaign■ e.g. bid 20% higher on high-end mobile than desktop for campaigns that drive

people to a physical store

● Smarter ads for varying user contexts○ Ability to show the right creative based on user context and device capabilities

■ e.g. show mobile-preferred headlines and ad text when a user is on a high-end mobile device

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API Support for Enhanced Campaigns

● Creating & upgrading to enhanced campaigns

● Bidding with bid adjustments

● Mobile preferred ads

● Ad extension feed services

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Creating & Upgrading Campaigns

● Set via CampaignService○ Campaign.enhanced = false cannot be set

● All new campaigns created with v201302 are enhanced● Once upgraded, enhanced campaigns cannot be reverted ● Enhanced campaign ads serve on all platforms

○ Can no longer add platforms and carriers with CampaignCriterionService

○ If targeting Google Display Network (GDN) only, then you will be able to add platforms and carriers.

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Bidding with Bid Adjustments

The What● Multiply device, location, time bid adjustments to get final bid value● Desktop and tablet bidding strategies are now aligned as base bid

The How● Set suitably configured Criterion (Platform, Location, AdSchedule)

objections to Campaign, with an associated bidModifier value

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Setting Time Bid Adjustments

● Set via AdSchedules using CampaignCriterionService● Time intervals are in client account's timezone ● AdSchedule bid modifiers available since v201206● AdSchedules can't have more than 6 intervals in a day

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Setting Mobile Bid Adjustments

● Set via CampaignCriterionService● Bid modifier can only be set on enhanced campaigns

○ CriterionError.CANNOT_BID_MODIFY_CRITERION_TYPE if you try for legacy campaigns

● Recommended value provided in Forward Compatibility Map with key Campaign.suggestedMobileBidAdjustment

-20%

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Forward Compatibility Maps

● Map of key-value string pairs● Field forwardCompatibilityMap on Campaign and AdGroupAd

objects● Enhanced campaign support for all versions of the API

Key Entity Type: Values

Campaign.suggestedMobileBidAdjustment (v201209, v201302)

Campaign Decimal: [-1.0,3.0]

Campaign.enhanced (v201209) Campaign Boolean:[true,false]

Ad.devicePreference (v201209) AdGroupAd Id: [30001]

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Understanding bidModifier Values for Mobile Devices

CampaignCriterion.bidModifier = 1.2

SOAP AdWords UI

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Setting Location Bid Adjustments

● Changing location bid adjustment not yet supported in the API● Geo targeting still set using CampaignCriterion Locations via

CampaignCriterionService○ All location targets added with API have +0% as default bid

adjustment (bidModifier == 1.0)

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Marking Mobile Preferred Ads

● Set via AdGroupAdService● Cannot change devicePreference for existing ads

■ Create new copy of existing ad with field set ● High-end mobile ID 30001 can be set on:

○ TextAd○ ImageAd○ DynamicSearchAd○ TemplateAd○ RichMediaAd○ ThirdPartyRedirectAd

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Updated Reporting

● CAMPAIGN_PERFORMANCE_REPORT○ boolean Enhanced

● AD_PERFORMANCE_REPORT○ long DevicePreference

● CLICK_PERFORMANCE_REPORT○ DeviceType Device

NOTE: Provide current values at time of report, like all other attribute columns.

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Ad Extension Feed Services

● New services map tabular data to ad extensions○ CampaignFeedService○ AdGroupFeedService Beta

● CampaignFeedService only available for enhanced campaigns

Campaign 2

Campaign 1

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Upgrading Existing Systems

1. Upgrade Platforma. Support enhanced campaign creation

i. v201302 will only create enhanced campaigns

b. Refactor device targetingi. ADD & REMOVE operations no longer

supported on Platform criteria

c. Support bid modifiers, mobile-preferred adsi. Modify mobile bidModifier with SET operation

2. Upgrade Legacy Campaignsa. Simple Upgrade

b. Merge Upgrade

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Simple Upgrade

Hybrid desktop-mobile or desktop only campaigns1. Enable campaigns as enhanced campaigns

Campaign.enhanced = true2. Set the mobile bid adjustments to -100% to +300% (if needed)

CampaignCriterion.bidModifier = BID_MODIFIER3. Create new mobile-preferred ad text and headlines (if needed)

Ad.devicePreference = 30001

Mobile only campaigns1. Enable campaigns as enhanced campaigns2. Set the default desktop/tablet bid3. Set the mobile bid adjustment between -100% to +300%4. Create new mobile-preferred ad text and headlines

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Merge Upgrade

General Upgrade Flow

1. Choose primary campaign (most recent KWs, largest KW set, longest history, most statistics)

2. Merge campaign settings (Status, Location, Language, Networks, Ad Schedule, Bid Type, Delivery Method, Ad rotation, Campaign Start and End Date)

3. Set primary campaign to enhanced4. Merge ad groups, keywords, ads, extensions, and conversion tracking5. Merge budgets

a. Non-shared budgets can be added togetherb. Shared budgets may need to consider the relevant shared portion

6. Set mobile bid adjustment for the primary campaign7. Delete the secondary campaign

a. Can be undeleted if necessary

Merging campaigns (mobile with desktop)● Campaigns with similar purposes, but split mobile vs. desktop, should be merged.

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Enhanced Campaigns Upgrade Timeline

Feb 6 - Enhanced Campaigns Release

March 4 - v201302 Release

March 25 - v201206 Sunset

July 1 - v201209 Sunset

Enhanced Campaigns

Only

v201206 [deprecated]

v201206 [deprecated] v201206 [sunset]

v201209 v201209 [deprecated] v201209 [deprecated] v201209 [sunset]

Partial Enhanced Campaign Support

EC support with Forward Compatibility Maps

EC support with Forward Compatibility Maps

EC support with Forward Compatibility Maps

EC support with Forward Compatibility Maps

Native Enhanced Campaign Support

v201302 v201302 v201302 v201302

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Online Resources

Enhanced Campaigns Upgrade Guidehttp://www.google.com/adwords/enhancedcampaigns/resources/pdf/upgrade-guide-en.pdf

Enhanced Campaigns API Guidehttps://developers.google.com/adwords/api/docs/guides/enhanced-campaigns

Ad Scheduling API Guidehttps://developers.google.com/adwords/api/docs/guides/ad_scheduling

Forward Compatibility Maps Guidehttps://developers.google.com/adwords/api/docs/guides/forward-compatibility-maps

Feed Services Guidehttps://developers.google.com/adwords/api/docs/guides/feed-services

Q&A