Shopping Campaigns and AdWords API

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  • 1. Google Inc. - All Rights Reserved

2. Shopping Merchant Center and Shopping campaigns Mat Scales, Google, Inc. 3. Agenda Google Shopping Merchant Center Data Feeds Content API Shopping campaigns Product dimensions Product partitions Filtering Questions 4. Google Inc. - All Rights Reserved Google Shopping http://google.com/shopping 5. Google Inc. - All Rights Reserved Google Shopping 6. Google Inc. - All Rights Reserved Google Shopping 7. Google Inc. - All Rights Reserved Merchant Center http://google.com/merchants 8. Google Inc. - All Rights Reserved A Merchant Center account is tied to a Google account Can be associated with exactly one website Must verify and claim the site Merchant Center 9. Google Inc. - All Rights Reserved Multi-Client Accounts - same idea as MCCs in AdWords Merchant Center 10. Google Inc. - All Rights Reserved View products, but not edit Manage account and subaccounts Data quality and disapproval information Link to AdWords accounts Tax and delivery Merchant Center 11. Google Inc. - All Rights Reserved The set of valid attributes for a product is listed in the Products Feed Spec - http://goo.gl/IyS0u id, title, description, link, price, brand, availability, condition, ... Product Attributes 12. Google Inc. - All Rights Reserved Merchant Center products can have some Shopping campaign specific attributes adwords_redirect - The URL to send clicks to before redirecting to the product landing page custom_label_0 custom_label_4 - User defined fields used for partitioning your product data. AdWords Attributes 13. Google Inc. - All Rights Reserved Data Feeds 14. Google Inc. - All Rights Reserved Feeds are documents containing product data CSV, XML, Google Sheets Fetched on schedule or uploaded manually Processed only once every 24 hours Designed for non-technical users Data Feeds 15. Google Inc. - All Rights Reserved Shopping Content API 16. Google Inc. - All Rights Reserved Manage products, data feeds, users, accounts Can make updates throughout the day Instant feedback on some data issues Content API 17. Google Inc. - All Rights Reserved Shopping Campaigns 18. Google Inc. - All Rights Reserved How are Shopping campaigns different? AdvertisingChannelType is SHOPPING Must have a ShoppingSetting which sets The Merchant Center account to use for product data The target country of the products to use Optionally, a priority Must have a valid ProductPartition tree Shopping Campaigns 19. Java Google Inc. - All Rights Reserved Creating a Shopping Campaign // Create regular campaign Campaign c = new Campaign(); c.setAdvertisingChannelType( AdvertisingChannelType.SHOPPING); // Set shopping attributes ShoppingSetting shoppingSetting = new ShoppingSetting(); shoppingSetting.setMerchantId((long) 1234567); shoppingSetting.setSalesCountry("GB"); shoppingSetting.setCampaignPriority(0); c.setSettings(new Setting[] {shoppingSetting}); 20. Google Inc. - All Rights Reserved Product Dimensions 21. Google Inc. - All Rights Reserved Make bidding decisions based on product data Category Brand Item ID Condition Product type Custom labels Product Dimensions 22. Google Inc. - All Rights Reserved Category ProductBiddingCategory Brand ProductBrand Item ID ProductOfferId Condition ProductCanonicalCondition Product type ProductType Custom labels ProductCustomAttribute Product Dimensions 23. Google Inc. - All Rights Reserved ProductBrand and ProductOfferId are simple values Product Dimensions Java ProductBrand productBrand = new ProductBrand(); productBrand.setValue("Nexus"); ProductOfferId productOfferId = new ProductOfferId(); productOfferId.setValue("book1"); 24. Google Inc. - All Rights Reserved ProductCanonicalCondition is an enumeration Product Dimensions Java ProductCanonicalCondition c = new ProductCanonicalCondition(); // Set the canonical condition using the ENUM c.setCondition( ProductCanonicalConditionCondition.NEW); 25. Google Inc. - All Rights Reserved ProductCustomAttribute is a value with a type Product Dimensions Java ProductCustomAttribute pca = new ProductCustomAttribute(); pca.setType(ProductDimensionType.CUSTOM_ATTRIBUTE_0); pca.setValue("my attribute value"); 26. Google Inc. - All Rights Reserved ProductType and ProductBiddingCategory are values with a hierarchical type A product type in Merchant Center of Media > Books matches an L1 type of Media and an L2 type of Books Product Dimensions Java ProductType productType = new ProductType(); productType.setType( ProductDimensionType.PRODUCT_TYPE_L1); productType.setValue("Media"); 27. Google Inc. - All Rights Reserved ProductBiddingCategory values are fixed IDs, retrieved from the ConstantDataService Product Dimensions Java Selector selector = new SelectorBuilder() .equals("Country", "US") .build(); ProductBiddingCategoryData[] results = constantDataService .getProductBiddingCategoryData(selector); 28. Google Inc. - All Rights Reserved Product Partitions 29. Google Inc. - All Rights Reserved Product Partitions 30. Google Inc. - All Rights Reserved Product Partitions 31. Google Inc. - All Rights Reserved Product Partitions 32. Google Inc. - All Rights Reserved Product Partitions 33. Google Inc. - All Rights Reserved Root is a subdivision. It has no value and no parent Product Partitions Java ProductPartition root = new ProductPartition(); root.setPartitionType( ProductPartitionType.SUBDIVISION); root.setId(-1); 34. Google Inc. - All Rights Reserved Java ProductPartition root = new ProductPartition(); root.setPartitionType( ProductPartitionType.SUBDIVISION); root.setId(-1); Root is a subdivision. It has no value and no parent. Product Partitions 35. Google Inc. - All Rights Reserved The Toys category is a unit. It has root as its parent. Product Partitions Java ProductBiddingCategory toysDimension = ... ProductPartition toys = new ProductPartition(); toys.setPartitionType(ProductPartitionType.UNIT); toys.setParentCriterionId(root.getId()); toys.setCaseValue(toysDimension); 36. Google Inc. - All Rights Reserved To create an Other node, use a dimension with no value Product Partitions Java ProductBrand otherBrand = new ProductBrand(); ProductBiddingCategory otherCat = new ProductBiddingCategory(); otherCat.setType(ProductDimensionType.BIDDING_CATEGORY_L1); 37. Google Inc. - All Rights Reserved Filtering 38. Google Inc. - All Rights Reserved Filtering by channel The Criterion ID for online is 200, and for local it is 201 ProductSalesChannel Java ProductSalesChannel channel = new ProductSalesChannel(); channel.setId(200L); 39. Google Inc. - All Rights Reserved A ProductScope filters based on ProductDimensions ProductScope Java ProductScope scope = new ProductScope(); ProductBrand brand = new ProductBrand(); brand.setValue("Nexus"); scope.setDimensions( new ProductDimension[]{ brand }); 40. Google Inc. - All Rights Reserved Resources Documentation links Shopping Content API - http://goo.gl/hJ1KER Shopping Campaigns guide - http://goo.gl/sPnkic 41. Google Inc. - All Rights Reserved Questions? 42. Google Inc. - All Rights Reserved