AdWords API Targeting Options

Campaign Targeting Options
How 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

Targeting Locations
Getting your ads to people near your business

● Target people in a specific location
● Country, State, City, Postal Code, etc.
● Fixed-ID criteria
● Look up location criteria at:
● Documentation
● LocationCriterionService
Location Criteria

Location Documentation

Location Accuracy

Targeting Location Demographics
Using LocationGroups for even more fine-grained targeting

● Also uses Location criteria IDs
● Additionally uses demographic targeting information
● Target based on:
● Income Levels
● Places of Interest
LocationGroups Criteria

Matching Function
GeoTargetOperand
(Location criterion)
PlacesOfInterestOperand
or
IncomeOperand
+
= MatchingFunction

Java
Matching Function Code Example
LocationGroups 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

Targeting Mobile
Getting your ad to users on their phones and tablets

● Display Network only
● Target by:
● Device
● Type of app
● Specific app
Mobile Targeting

● Uses fixed ID Criterion IDs from ConstantDataService
● These represent OS, manufacturer, etc.
● MobileDevice criterion
Device

● 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

● 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

Dynamic Search Ads
Targeting based on your web site's content

● 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

● DynamicSearchAdsSetting replaces the old
DomainInfoExtension
● URL field special placeholders
● unescapedlpurl
● escapedlpurl
● lpurlpath
Dynamic Search Ad Setting

● 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

Resources
Location Targeting - https://support.google.com/adwords/answer/1722043
Mobile Targeting - https://support.google.com/adwords/answer/1722057
DSA General - https://support.google.com/adwords/answer/2471185
DSA Targeting - https://support.google.com/adwords/answer/2497706

Questions?

AdWords API Targeting Options

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