The AdWords api and mobile

1. The AdWords API
and Mobile
Or
Mobile All the Things
Xerxes Dotiwalla
2015

2. Agenda
● Why care about mobile?
● How to get your ads on mobile devices
● App ad extensions
● App promotion and engagement
campaigns
● Mobile landing pages

3. Why Care About
Mobile?

4. Mobile Matters
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-
Report

5. How to Get your
Ads on Mobile
Devices

6. Mobile Bid Adjustment
● CampaignCriterionService
● AdGroupBidModifierService

7. Display Campaign + Mobile Criterion
● To only serve ads on Mobile
○ Create a Display Only Campaign
○ Set CampaignCriterion
■ OperatingSystemVersion
● To a Mobile Device OS

8. Mobile Preferred Ads
● AdGroupAdService
○ Ad.devicePreference = 30001
■ Targets HighEndMobile

9. Mobile Ad Types
● AdGroupAdService
○ MobileAd
○ MobileImageAd

10. Call Only Ads (New!)
● CallOnlyAds show mobile ads with a
click-to-call button
○ Help Center Page
○ API Blog Post

11. App Ad Extensions

12. App Ad Extensions
● Use the new
ExtensionSettingServices
● Help Center Page

13. 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”)

14. 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 });

15. App Promotion and
Engagement
Campaigns

16. 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

17. 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;

18. Targeting App Promotion (cont’d)
● New mobile devices
// Activated the device in the last 7 days
CriterionUserInterest userInterest = new
CriterionUserInterest();
userInterest.userInterestId = 85002;
● Demographics
AgeRange ageRange = new AgeRange();
ageRange.ageRangeType = AgeRangeAgeRangeType.
AGE_RANGE_18_24;

19. Targeting App Promotion (cont’d)
● Device specific
// Android 4.1 Jelly Bean
OperatingSystemVersion osVersion = new
OperatingSystemVersion();
osVersion.id = 630257;

20. Mobile Landing
Pages

21. Performance as a Feature
● Minimize redirects
● Minimize server processing time
● Concatenate assets (css/js/images)
● Minify css/js
○ 14k is the magic number
● Cache

22. 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

23. So...
● Why care about mobile?
● How to get your ads on mobile devices
● App ad extensions
● App promotion and engagement
campaigns
● Mobile landing pages

24. Check Out Mobile Best Practices
AdWords Best Practices
Not API-specific, but
provide general guidance

25. Resources
Call Only Ad Help Center Article
Call Only Ad API Blog Post
App Promotion Campaign Guide
App Engagement Ad
Image App Engagement Ad
App Reengagement Ad
Google Web Fundamentals
AdWords Best Practices