The AdWords API and MobileOrMobile All the Things
Xerxes Dotiwalla2015
Agenda
● Why care about mobile?
● How to get your ads on mobile devices
● App ad extensions
● App promotion and engagement
campaigns
● Mobile landing pages
Why Care About Mobile?
Mobile Matters
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report
How to Get your Ads on Mobile
Devices
Mobile Bid Adjustment
● CampaignCriterionService
● AdGroupBidModifierService
Display Campaign + Mobile Criterion
● To only serve ads on Mobile○ Create a Display Only Campaign○ Set CampaignCriterion
■ OperatingSystemVersion● To a Mobile Device OS
Mobile Preferred Ads
● AdGroupAdService○ Ad.devicePreference = 30001
■ Targets HighEndMobile
Mobile Ad Types
● AdGroupAdService○ MobileAd○ MobileImageAd
Call Only Ads (New!)
● CallOnlyAds show mobile ads with a click-to-call button○ Help Center Page○ API Blog Post
App Ad Extensions
App Ad Extensions
● Use the new ExtensionSettingServices
● Help Center Page
App Ad Extensions in Code
CampaignExtensionSetting campaignExtensionSetting = new CampaignExtensionSetting();
campaignExtensionSetting.setCampaignId(campaignId);
campaignExtensionSetting.setExtensionType(FeedType.APP);
AppFeedItem myApp = new AppFeedItem();
myApp.setAppStore(AppStore.GOOGLE_PLAY);
myApp.setAppId(“com.example.baconTimer”);
myApp.setAppLinkText(“Download Bacon Timer!”)
myApp.setAppUrl(“market://details?id=com.example.baconTimer”)
App Ad Extensions in Code (cont’d)
ExtensionSetting extensionSetting = new ExtensionSetting();extensionSetting.setExtensions(new ExtensionFeedItem[] { myApp });
campaignExtensionSetting.setExtensionSetting(extensionSetting);
CampaignExtensionSettingOperation operation = new CampaignExtensionSettingOperation();operation.setOperand(campaignExtensionSetting);operation.setOperator(Operator.ADD);
CampaignExtensionSettingReturnValue returnValue =campaignExtensionSettingService.mutate(new CampaignExtensionSettingOperation[] { operation });
App Promotion and Engagement Campaigns
App Promotion Campaigns
● Get people to download your mobile app● Guide
● Get people to open your app○ Display Only
■ App Engagement Ad■ Image App Engagement Ad
● Deep link into your app○ Search Only
■ App Reengagement Ad
Targeting App Promotion
● Mobile app category// Games
MobileAppCategory category = new MobileAppCategory();
category.mobileAppCategoryId = 60008;
● Types of apps previously downloaded// Puzzle games
CriterionUserInterest userInterest = new CriterionUserInterest();
userInterest.userInterestId = 87086;
Targeting App Promotion (cont’d)
● New mobile devices// Activated the device in the last 7 days
CriterionUserInterest userInterest = new CriterionUserInterest();
userInterest.userInterestId = 85002;
● DemographicsAgeRange ageRange = new AgeRange();
ageRange.ageRangeType = AgeRangeAgeRangeType.AGE_RANGE_18_24;
Targeting App Promotion (cont’d)
● Device specific// Android 4.1 Jelly Bean
OperatingSystemVersion osVersion = new OperatingSystemVersion();
osVersion.id = 630257;
Mobile Landing Pages
Performance as a Feature
● Minimize redirects● Minimize server processing time● Concatenate assets (css/js/images)● Minify css/js
○ 14k is the magic number● Cache
Functional on All Devices
“Can you get conversions from the bathroom?”
● Responsive pages○ Polymer
● Avoid:○ Text entry○ Requiring zooming○ Horizontal scroll○ Multiple clickable items within
a thumb-width
So...
● Why care about mobile?
● How to get your ads on mobile devices
● App ad extensions
● App promotion and engagement
campaigns
● Mobile landing pages
Check Out Mobile Best Practices
AdWords Best Practices
Not API-specific, but provide general guidance
ResourcesCall Only Ad Help Center ArticleCall Only Ad API Blog PostApp Promotion Campaign GuideApp Engagement AdImage App Engagement AdApp Reengagement AdGoogle Web FundamentalsAdWords Best Practices
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