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Google Inc. - All Rights Reserved
Campaign Targeting OptionsHow to reach the audience you want
Michael Cloonan, Google, Inc.<presenter’s name>, Google, Inc.
Agenda
● Locations
● LocationGroups● Matching Functions
● Mobile Criteria
● Dynamic Search Ads
● Auto-tagging
Google Inc. - All Rights Reserved
Targeting LocationsGetting your ads to people near your business
Google Inc. - All Rights Reserved
● Target people in a specific location● Country, State, City, Postal Code, etc.
● Fixed-ID criteria
● Look up location criteria at:● Documentation● LocationCriterionService
Location Criteria
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Location Documentation
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Location Accuracy
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Targeting Location DemographicsUsing LocationGroups for even more fine-grained targeting
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● Also uses Location criteria IDs
● Additionally uses demographic targeting information
● Target based on:● Income Levels● Places of Interest
LocationGroups Criteria
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Matching Function
GeoTargetOperand(Location criterion)
PlacesOfInterestOperandor
IncomeOperand+
= MatchingFunction
Java
Google Inc. - All Rights Reserved
Matching Function Code ExampleLocationGroups locationGroup = new LocationGroups();
Function matchingFunction = new Function();
matchingFunction.setLhsOperand(new FunctionArgumentOperand[] {
new PlacesOfInterestOperand(null, PlacesOfInterestOperandCategory.AIRPORT)
});
matchingFunction.setOperator(FunctionOperator.AND);
matchingFunction.setRhsOperand(new FunctionArgumentOperand[] {
new GeoTargetOperand(null, new long[]{ 1023191L }) // ID for NYC
});
locationGroup.setMatchingFunction(matchingFunction);
Full Java example in the Client Library
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Targeting MobileGetting your ad to users on their phones and tablets
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● Display Network only
● Target by:● Device● Type of app● Specific app
Mobile Targeting
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● Uses fixed ID Criterion IDs from ConstantDataService● These represent OS, manufacturer, etc.
● MobileDevice criterion
Device
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● MobileAppCategory criterion● Target apps based on their general purpose (games,
photography, news, etc.)● Uses fixed ID criteria which can be looked up in
documentation
Type of App
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● MobileApplication criterion
● Target a specific app that shows ads
● Set criterion parameter in criterion directly● appId parameter specifies platform and unique app identifier
Specific App
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Dynamic Search AdsTargeting based on your web site's content
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● Automatically generate an ad and targeting● Based on your web site● Must be Google indexed
● Uses a special type of ad: DynamicSearchAd
Dynamic Search Ads
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● DynamicSearchAdsSetting replaces the old DomainInfoExtension
● URL field special placeholders● unescapedlpurl● escapedlpurl● lpurlpath
Dynamic Search Ad Setting
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● Adds parameters to landing URLs to track ad information
● Can now enable through the CustomerService
● Reportable in the API via GclId in the CLICK_PERFORMANCE_REPORT
Auto-Tagging
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Resources
Location Targeting - https://support.google.com/adwords/answer/1722043Mobile Targeting - https://support.google.com/adwords/answer/1722057DSA General - https://support.google.com/adwords/answer/2471185DSA Targeting - https://support.google.com/adwords/answer/2497706
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Questions?
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