Location-Aware Ad Customizers

Agenda

● Background

● The Problem

● Location Awareness to the Rescue

● The Fine Print

● The Bonus

Background

In the Beginning...

There were Ad Parameters

● Placeholders in text ads● Dynamic update of numeric values● Default text value if no numeric value● Preserve ad statistics● No ad re-review required

Ad Parameter Example

Then there were Ad Customizers...

All of the benefits of Ad Parameters, plus:

● Allow for more than just numbers:○ Strings○ Countdown

● Multi-level○ Campaign, Ad Group, and Keyword

● Based on Feeds

Ad Customizer Example

The Problem

Well, that’s great, but...

What about helping people duringmicro-moments?

Location Matters, For Example:

● Telecom provider○ 80 regions where I provide the best coverage

● Chain of gas stations in 10 regions○ Highlight pricing for the station closest to the user

● Show prices in local currency

The Old Way

● So how could I show ads tailored to the user’s location?○ Make copies of your campaigns○ Target each one to a different location

● Gross!○ Duplicated data○ Hard to maintain

Location-Aware Ad Customizers to the

Rescue

What Is Location, exactly?

● Location of Presence (“Physical”)○ Where the user is located

● Location of Interest (“Interest”)○ Where the user is interested

● Interest trumps Physical

Introducing “Target Location”

Shared Library -> Business Data

Example: Target Australian Cities

Name

Show Me the Code!

3 Lines of Code!

● Just take your existing Ad Customizer FeedItem and add:

Location location = new Location();location.setId(1000286); // Sydney

feedItem.setGeoTargeting(location);

What Locations Can I Use?

● Geographical Targeting Locations● Cities-DMA Regions● Or use LocationCriterionService to lookup programmatically

What About Reporting?

● How do I get per-location stats?○ Placeholder Feed Item Report

The Fine Print

The Fine Print

● Same limits as all customized ads○ Example: You must have one non-customized ad in

the ad group● Location of interest trumps physical location● More specific locations trump larger areas● Not supported in ExtensionSettings yet● Not supported in AdWords Scripts yet

The Bonus

Ad Customizers are just Feeds, so...

● This also works on any other FeedItems!○ Sitelinks○ Call○ App○ Location○ Reviews○ Callout

● In fact, the code sample is with Sitelinks

Resources

● Micro-moments - https://goo.gl/xbvgnJ● Ad Customizers Guide - https://goo.gl/qn2z4T● Geo Targeting Ids - https://goo.gl/Ou8MbN● Cities/DMA Regions - https://goo.gl/o9oUXU● Placeholder Report - https://goo.gl/jM7HXD● Sample Code - https://goo.gl/Y7RML6