expanded text ads api workshop-june
TRANSCRIPT
Microsoft Confidential
Expanded Text Ads API WorkshopMore text. More visibility across any device.
Tiffany SandersOperations Program ManagerAPI Partners@tiffanyjsanders
Jamie ChungProgram ManagerBing Ads Campaign@jamiechung
Today’s Webcast Speakers
DisclaimerThe documents referenced and all content provided in this call is for informational purposes only. Some information relates to pre-released product which may be substantially modified before it’s commercially released. Microsoft makes no warranties, express or implied, with respect to the information provided here.
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Here’s what you’ll learn:• Overview• SOAP API + Bulk API Schema• Must Knows+ FAQs• Timelines
Agenda
Overview
Ad part Today with Standard Text Ads Available with Expanded Text AdsAd title 25 characters 60 characters (two 30-character
ad titles separated by a hyphen)Ad text 71 characters 80 charactersDisplay URL 35 characters, manually entered
and error proneDomain automatically generated from Final URL and 2 customizable URL paths
Expanded Text Ads: OverviewMust knows:• New ad type, always mobile optimized, works seamlessly on desktop, mobile, tablet• Greater control of ad text to craft more compelling call to actions• Takes advantage of real estate present on Bing search result pages (SERP)
SOAP API + Bulk API Schema
Element Description Add UpdateTitle Part 1 The first and second part of the ad title. Required OptionalTitle Part 2
Text The ad copy. Required OptionalPath 1 The first and second part of the optional path that
will be appended to the domain portion of your dis-play URL.
Optional OptionalPath 2Final Url The landing page URL. Required OptionalMobile Final Url
The mobile friendly landing page URL. Optional Optional
Expanded Text Ads: Bulk APIMust knows:• New bulk row entity type: Expanded Text Ad• Inherits final URLs, mobile URLs, tracking templates and custom parameter fields.• Continue using the ‘Ads’ BulkDownloadEntity value in the download request. We will
also add new values in an upcoming release so that you can request specific ad types.
Expanded Text Ads: Campaign Management APIMust knows:• New ExpandedTextAd entity object inherits base fields from Ad object.• Inherits final URLs, mobile URLs, tracking templates and custom parameter fields.• Continue using existing operations for managing the new ad type e.g. AddAds,
DeleteAds, UpdateAds, GetAdsByIds, GetAdsByAdGroupId, and GetAdsByEditorialStatus. <xs:complexType name="ExpandedTextAd"> <xs:complexContent mixed="false"> <xs:extension base="tns:Ad"> <xs:sequence> <xs:element name="Path1" nillable="true" type="xs:string" /> <xs:element name="Path2" nillable="true" type="xs:string" /> <xs:element name="Text" nillable="true" type="xs:string" /> <xs:element name="TitlePart1" nillable="true" type="xs:string" /> <xs:element name="TitlePart2" nillable="true" type="xs:string" /> </xs:sequence> </xs:extension> </xs:complexContent></xs:complexType>
Expanded Text Ads: Reporting APIMust knows:• Existing reports will return expanded text ad data. For example the following reports
include the AdType column that will enable you to quickly sort by ad type after you download the report.• AdPerformanceReportColumn• AdDynamicTextPerformanceReportColumn• AdExtensionByAdReportColumn
• New ad type will be added to the AdTypeReportFilter
Must Knows + FAQs
Expanded Text Ads: Must Knows + FAQsFeature Pilot Flags• Upgraded URLs: 194• Expanded Text Ads: 275• GetCustomerPilotFeatures Service Operation
Q: Is Upgraded URLs required for Expanded Text Ads?A: Upgraded URLs feature is required to use Expanded Text Ads. This means that tracking templates and custom parameters would be inherited normally like they do for Text Ads.
Q: What happens if I have Text Ads using Destination URLs and Expanded Text Ads using Upgraded URLs?A: Upgraded URLs in Bing Ads supports mixed mode, so customers can use both entities and both URL features at the same time.
Q: Can I have Text Ads and Expanded Text Ads in same campaign or ad group?A: Yes. There is no requirement to have campaigns or ad groups that only have Expanded Text Ads.
Expanded Text Ads: Must Knows + FAQsQ: Are {param1} + {param2} + {param3} supported with Expanded Text Ads?A: With Upgraded URLs, we are heavily discouraging the use of {param1,2,3} in URLs. Substitution using {param1,2,3} will be only be allowed in ad titles (part 1, part 2) and ad text.
Q: Will there be an automatic migration of Text Ads to Expanded Text Ads?A: We do not have any plans currently to develop any automatic migration tools. Customers are encouraged to use Expanded Text Ads as an opportunity to review their ad copy and ad extensions to take advantage of the increased character lengths for ad text.
Q: How do my customers sign up for pilot?A: Expanded Text Ads early access is initially limited to partners and customers utilizing the Bing Ads APIs. Direct advertisers and customers who are not utilizing the Bing Ads APIs will have a separate official sign up process for pilot at a later time.
Timelines
Expanded Text Ads: TimelinesJune 30th 2016• Reminder! V9 API sunset for the following services: Ad Intelligence, Bulk, Campaign
Management, Optimizer• Migrating from Bing Ads API Version 9 to Version 10
Early August 2016:• API support: Bulk + SOAP• SDK support: C#, Java, Python• Pilot begins with API based test accounts• Sign up for API pilot access and API/SDK availability updates
August 2016:• Pilot begins with select EN-US based customers• Bing Ads platform support: Web UI, Bing Ads Editor
Fall + Winter 2016:• Rollout to remaining EN markets• Rollout to worldwide
Q A
ResourcesBing Ads API Developer SiteBing Ads API BlogMSDN ForumsBing Ads API SandboxBing Ads BlogBing Ads Platform Health BlogBing Ads API YouTube ChannelMSDN Library
Want more information? Email [email protected] to be added to the monthly and quarterly email distribution list.
Additional Questions?
#AskBingAdsUser Voice
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