new bidding and budgeting
TRANSCRIPT
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Google Confidential and Proprietary
New Bidding and Budgeting in theAdwords API
Tell us about the money....
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Google Confidential and Proprietary
New Bidding and Budgeting
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Google Confidential and Proprietary
Topics
Shared Budgets:
History
Objective
Interface
Migration from v201206
Examples
Bidding:
Objectives
New Bidding System
Interface
Migration from v201209
Examples
Summary
Resources
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Google Confidential and Proprietary
The New Bidding System
Objectives:
Provide a flexible framework for:
● Creating new bidding strategies for Campaigns
● Allowing transitions between strategies
● Report on strategy performance and optimize them
The goal is to do all of this while simplifying the existing workflows.
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Google Confidential and Proprietary
The New Bidding System
Overview:
● Select your Strategy for how you want to bid○ by clicks, conversions, views, etc○ using an Optimizer?○ using Enhanced Bidding?
● Select the Type or Scheme○ Type is just a simple enum of available options○ Scheme lets you configure more detail
● Apply your choices to your Campaign hierarchy
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Google Confidential and Proprietary
The New Bidding System
Bidding Strategies Bidding Schemes Bidding Type
Manual CPC ManualCpcBiddingScheme MANUAL_CPC
eCPC ManualCpcBiddingScheme with .enhancedCpcEnabled set to true.
Budget Optimizer BudgetOptimizerBiddingScheme BUDGET_OPTIMIZER
Budget Optimizer with eCPC
BudgetOptimizerBiddingSchemewith .enhancedCpcEnabled set to true.
Manual CPM ManualCpmBiddingScheme MANUAL_CPM
Conversion Optimizer (Target/Max CPA)
ConversionOptimizerBiddingScheme CONVERSION_OPTIMIZER
Percent CPA PercentCpaBiddingScheme PERCENT_CPA
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Google Confidential and Proprietary
The New Bidding System
Bids:● PercentCpaBid
● CpaBid
● CpcBid
● CpmBid
Bid Adjustments/Modifiers:
These Bids are then acted upon by the various Bid Adjustments coming from the Enhanced Campaigns work and a future API update. Adjustments as +/-% in the UI are bidModifiers as multipliers in the API.
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Google Confidential and Proprietary
The New Bidding System
Interfaces:
● Campaign / AdGroup / AdGroupCriterion○ Now contain a BiddingStrategyConfiguration attribute
● Their Services have also changed to take advantage of them
● Bidding Strategy Transitions○ Moving from one Bidding Strategy to another is now much simpler -
just change the Configuration.
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Google Confidential and Proprietary
The New Bidding System
Interfaces:
● Specify a biddingScheme and/or a biddingType in the BiddingStrategyConfiguration
● biddingScheme is most useful when scheme-specific settings need to be provided (e.g. enabling Enhanced)
● biddingType is just an enum, so provides simpler control
● If you set both, they need to match, so the API can understand your intentions.
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Google Confidential and Proprietary
The New Bidding System
For Display Only Campaigns, the Content Bid Dimension can have the following Types:
● KEYWORD for targeting keywords● USER_INTEREST_AND_LIST for targeting lists of users ● VERTICAL for targeting similar categories of placements● GENDER for targeting gender.● AGE_RANGE for targeting age ranges.● PLACEMENT for targeting placements.
And rather than the correct Dimension being selected for you, you will get to set which one takes priority in each AdGroup via the contentBidCriterionTypeGroup attribute.
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Google Confidential and Proprietary
The New Bidding System
Migration from v201209:
● For the Content Network, specify the dimension that should be used for bids in the contentBidCriterionTypeGroup field.
● Ads on the Search Network will always use keyword bids.
● The implicit ordering used before to select which bid to use for an AdGroupCriterion has been replaced with explicit bid selection○ contentBidCriterionTypeGroup○ BiddingStrategyConfiguration
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Google Confidential and Proprietary
The New Bidding System
Migration from v201209:
● Automatic migration of bid ordering will use the old prioritization, so should have minimal effect. After this you will have to set the Bid Dimension manually, however.
● Reports have been altered to cover these changes, and so you need to alter your code to allow for them, too○ See the Reporting talk
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Google Confidential and Proprietary
The New Bidding System
Examples: Setting Bids
// Create ad group bid.BiddingStrategyConfiguration biddingStrategyConfiguration = new BiddingStrategyConfiguration();
CpmBid bid = new CpmBid();bid.setBid(new Money(null, 10000000L));
biddingStrategyConfiguration.setBids(new Bids[] {bid});adGroup.setBiddingStrategyConfiguration(
biddingStrategyConfiguration);
// Create operation, as usual...
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Google Confidential and Proprietary
The New Bidding System
Examples: Bidding Strategy Transitions
// Create a new local Campaign object.Campaign campaign = new Campaign();campaign.setId(campaignId);
// Create a new biddingStrategyConfiguration.BiddingStrategyConfiguration biddingStrategyConfiguration = new BiddingStrategyConfiguration();
// You can specify either type or scheme, or both.biddingStrategyConfiguration.setBiddingScheme( new ManualCpcBiddingScheme());campaign.setBiddingStrategyConfiguration(
biddingStrategyConfiguration);
// Do the usual Operation set and mutate steps...
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Google Confidential and Proprietary
Shared Budgets
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Google Confidential and Proprietary
Shared Budgets
History:
Budgets pre-v201209 were each linked to a specific Campaign, and managed through the CampaignService.
AdWords allowed one separate Budget per Campaign, but that wasn't necessarily how advertisers wanted to manage their spend.
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Google Confidential and Proprietary
Shared Budgets
Objective:
Advertisers wanted Campaigns to reference a Budget that can be theirs alone, or shared among a number of other Campaigns in the same Account.
This makes it easier to match your AdWords spending with how your business allocates marketing budget.
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Google Confidential and Proprietary
Shared Budgets
Interface:
● Budget○ Has a name and ID○ Holds a list and count of Campaigns attached to it○ Can't be Deleted while Campaigns still reference it
● BudgetService○ GET and MUTATE Budgets
● Campaign○ Now has a Budget field to reference its Budget
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Google Confidential and Proprietary
Shared Budgets
Migration from v201206:
● You have to start using the BudgetService to manage Budgets○ even if the Budget won't be shared
● Create the Budget before you create a new Campaign○ use the returned Budget in the Mutate call to the CampaignService
● Remember to include BudgetId and BudgetName in Selectors
● Don't include Fields in Selectors or Predicates that don't exist○ these will now fail with INVALID_FIELD_NAME errors
● Shared Budgets are not compatible with Experiments○ unless the Budget is only used by one Campaign
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Google Confidential and Proprietary
Shared Budgets
Examples - Budget Creation:
// Get the BudgetService.BudgetServiceInterface budgetService = adWordsServices.get(session,BudgetServiceInterface.class);
// Create a shared budget Budget sharedBudget = new Budget();sharedBudget.setName("My Budget");Money budgetAmount = new Money();budgetAmount.setMicroAmount(50000000L);sharedBudget.setAmount(budgetAmount);sharedBudget.setDeliveryMethod(
BudgetBudgetDeliveryMethod.STANDARD);sharedBudget.setPeriod(BudgetBudgetPeriod.DAILY);
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Google Confidential and Proprietary
Shared Budgets
Examples - Add the Budget:
BudgetOperation budgetOperation = new BudgetOperation();budgetOperation.setOperand(sharedBudget);budgetOperation.setOperator(Operator.ADD);
// Add the Budget and keep its IdLong budgetId = budgetService.mutate( new BudgetOperation[]{budgetOperation}) .getValue(0) .getBudgetId();
// Get the CampaignService.CampaignServiceInterface campaignService =
adWordsServices.get(session, CampaignServiceInterface.class);
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Google Confidential and Proprietary
Shared Budgets
Examples - Campaign Creation:
// Create campaign.Campaign campaign = new Campaign();campaign.setName("My Campaign");campaign.setStatus(CampaignStatus.PAUSED);campaign.setAdServingOptimizationStatus(
AdServingOptimizationStatus.ROTATE);campaign.setFrequencyCap( new FrequencyCap(5L, TimeUnit.DAY, Level.ADGROUP));
Budget budget = new Budget();budget.setBudgetId(budgetId);campaign.setBudget(budget);
// Create operations and call mutate() to add as usual...
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Google Confidential and Proprietary
Summary
● Enhanced Campaigns meet Enhanced Bidding
● Bidding Management has started down the road to a more
powerful future, with more to come
● Bidding Transitions are easier now
● New Services help you to get better results
● Budgets can now be shared between Campaigns
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Google Confidential and Proprietary
Resources
● Release notes○ https://developers.google.com/adwords/api/docs/reference/
● Migration Guide (v201302)○ https://developers.google.com/adwords/api/docs/guides/migration-v201302
● Bidding (v201302)○ https://developers.google.com/adwords/api/docs/guides/bidding
● Enhanced Campaigns○ https://developers.google.com/adwords/api/docs/guides/enhanced-campaigns
● Shared Budgets○ https://developers.google.com/adwords/api/docs/guides/shared-budgets
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Q&A