Shopping Campaigns and the adwords api

1. Shopping Campaigns
Adam Ohren

2. Agenda
● Google Shopping & Merchant Center
● Content API for Shopping
● AdWords Shopping Campaigns
● Product Partition Trees
● Local Inventory Ads
● Product Partition Utility

3. Google Shopping &
Merchant Center

4. Google Shopping

5. Merchant Center
● View products, but not
edit
● Manage account and
subaccounts
● Data quality and
disapproval
information
● Link to AdWords
accounts
● Tax and delivery
settings

6. Multi-client Accounts
● Analogous to AdWords
MCCs
● Allows merchants to
manage many sub-
accounts

7. Data Feeds
● CSV, XML, Google Sheets with product data
● Fetched manually or on a schedule

8. Content API for
Shopping

9. Content API
● Manage products, data feeds, users,
accounts
● Can make updates throughout the day
● Instant feedback on some data issues

10. Content API Example
POST
/content/v2/YOUR_MERCHANT_ID/inventory/online/products/onl
ine:en:GB:book123
{
"price": {
"value": "3.99",
"currency": "USD"
}
}
Updating a product’s price:

11. Content API for Shopping
https://developers.google.com/shopping-content/

12. AdWords Shopping
Campaigns

13. Shopping Campaigns

14. Shopping Campaigns
● Connects a linked Merchant Center to
AdWords campaign
● Enables Product Listing Ads (PLAs)
● Manages bids based on product hierarchy

15. Shopping Campaigns Differences
● 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
○ Optional priority
● Must have a valid ProductPartition tree

16. 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});

17. Product Partition
Trees

18. Product Partitions
Inventory is partitioned by various Product
Dimensions

19. Product Dimensions
Make bidding decisions based on product data
● Category
● Brand
● Item ID
● Condition
● Product type
● Custom labels
● Product channel v201502
● Product channel exclusivity v201502

20. Product Dimensions
Category ProductBiddingCategory
Brand ProductBrand
Item ID ProductOfferId
Condition ProductCanonicalCondition
Product type ProductType
Custom labels ProductCustomAttribute
Channel ProductChannel
Channel exclusivity ProductChannelExclusivity

21. Product Partitions

22. Product Partitions

23. Product Partitions

24. ProductPartition root = new ProductPartition();
root.setPartitionType(ProductPartitionType.SUBDIVISION);
root.setId(-1);
Product Partitions
Root is a subdivision. It has no value and no parent.

25. ProductBiddingCategory toysDimension = ...
ProductPartition toys = new ProductPartition();
toys.setPartitionType(ProductPartitionType.UNIT);
toys.setParentCriterionId(root.getId());
toys.setCaseValue(toysDimension);
Product Partitions
The Toys category is a unit. It has root as it’s parent.

26. ProductBrand otherBrand = new ProductBrand();
ProductBiddingCategory otherCat = new
ProductBiddingCategory();
otherCat.setType(ProductDimensionType.BIDDING_CATEGORY_L1);
Product Partitions
To create an Other node, use a dimension with no value

27. BiddableAdGroupCriterion toysCriterion = new ...
toysCriterion.setAdGroupId(...);
toysCriterion.setCriterion = toys;
toysCriterion.setBiddingStrategyConfiguration(...);
AdGroupCriterionOperation operation = new ...
operation.setOperand(toysCriterion);
operation.setOperation(Operator.ADD);
adGroupCriterionService.mutate(...);
Product Partitions
Create the tree

28. Local Inventory Ads

29. Local Inventory Ads
Easily make in-store products available in
shopping campaigns

30. New LIA Controls in v201502
1. Enable local inventory ads
2. Campaign-level filters for Channel &
ChannelExclusivity
3. Product tree dimensions for Channel &
ChannelExclusivity

31. Enable Local Inventory Ads
● Opt-in campaigns to serve local
information

32. Enable Local Inv. Ads Example
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);
shoppingSetting.setEnableLocal(true);
c.setSettings(new Setting[] {shoppingSetting});

33. Campaign-level Filters
● Use inventory filters to include / exclude
products based on channel dimensions

34. Campaign-level Filters Example
ProductScope scope = new ProductScope();
ProductChannel channel = new ProductChannel();
channel.setValue(“ONLINE”);
ProductChannelExclusivity channelEx = new
ProductChannelExclusivity();
channelEx.setValue(“SINGLE_CHANNEL”);
scope.setDimensions(new ProductDimension[]{ channel,
channelEx});

35. Product Tree Dimensions
● Segment product tree by Channel &
ChannelExclusivity

36. Product Tree Dimensions Example
ProductPartition node1 = new ProductPartition();
node1.setPartitionType(ProductPartitionType.UNIT);
node1.setCaseValue(new ProductChannel(null, "ONLINE"));
node1.setParentCriterionId(root.getId());
ProductPartition node2 = new ProductPartition();
node2.setPartitionType(ProductPartitionType.UNIT);
node2.setCaseValue(new ProductChannel(null, "LOCAL"));
node2.setParentCriterionId(root.getId());

37. Product Partition
Utility

38. Product Partition Utility
● Client-side extension that simplifies
creating, mutating, and removing
ProductPartitions
● Added in v201409
● Java client library only

39. Product Partition Utility
● ProductPartitionTree API
○ Abstracts tree handling
● ProductPartitionNode API
○ Abstracts nodes & properties (bids, dimensions, etc.)

40. Sample Use Cases
● Rebuild entire trees
● Convert SUBDIVISION <-> UNIT
● Update bids

41. Creating a ProductPartitionTree
ProductPartitionTree tree = ProductPartitionTree.
.createAdGroupTree(adWordsServices, adWordsSession, adGroupId);
ProductPartitionNode rootNode = tree.getRoot();
...
Construct a ProductPartitionTree using the
static createAdGroupTree method.
Get the root ProductPartitionNode from the
new tree.

42. Updating a Bid Example
tree.getRoot()
.getChild(ProductDimensions
.createType(ProductDimensionType.PRODUCT_TYPE_L1, "clothing"))
.asBiddableUnit()
.setBid(bid);
List<AdGroupCriterionOperation> operations = tree.getMutateOperations();

43. Convert UNIT to SUBDIVISION

44. Convert UNIT to SUBDIVISION - Cont.
ProductPartitionNode shoes = tree.getRoot()
.getChild(createType(ProductDimensionType.PRODUCT_TYPE_L1, "shoes"))
.asSubdivision();
shoes.addChild(createCanonicalCondition(
ProductCanonicalConditionCondition.NEW))
.asBiddableUnit().setBid(1000000L);
shoes.addChild(createCanonicalCondition(
ProductCanonicalConditionCondition.REFURBISHED))
.asBiddableUnit().setBid(1500000L);
shoes.addChild(createCanonicalCondition(null)).asExcludedUnit();
List<AdGroupCriterionOperation> operations = tree.getMutateOperations();

45. Rebuilding a Tree
List<AdGroupCriterionOperation> operations = tree.getMutateOperations();
tree.getRoot()
.asBiddableUnit()
.setBid(bid);
tree.getRoot()
.removeAllChildren()
.asSubdivision()
tree.getRoot()
.addChild(...);
...

46. Send Us Feedback!
We're looking for feedback on this utility.
If you use it, we want to hear
from you!
Check out the guide on github:
http://goo.gl/UmN17E

47. Resources
● Shopping Campaigns Guide
https://developers.google.com/adwords/api/docs/guides/shopping
● Product Partition Utility Example
https://github.com/googleads/googleads-java-lib (see
AddProductPartitionTree.java)