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AdWords API Workshops – All rights reserved

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AdWords API Reporting tips and tricks.

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  • 1. AdWords API Workshops All rights reserved

2. Reporting tips & tricks Takeshi Hagikura, Google, Inc.AdWords API Workshops All rights reserved 3. Agenda Reporting Concepts Reporting Tips Classification of Reports Useful Examples Recent UpdatesAdWords API Workshops All rights reserved 4. Reporting ConceptsAdWords API Workshops All rights reserved 5. Reporting Is one of the most important features for AdWords APIIts essential to run the cycleAccount CreationAdWords API Workshops All rights reservedPrepare CreativesBiddingCheck Performance 6. Documents for Reporting Due to its complexity and large coverage, there were some undocumented behaviors. Weve made improved documents availableAdWords API Workshops All rights reserved 7. Reporting TipsAdWords API Workshops All rights reserved 8. Single versus Multi attribution Distinguishes how impressions are recorded for Display NetworkSuppose you are targeting - Age : 25-34 - Topic : Books & Literature - Keyword : ScienceAdWords API Workshops All rights reserved 9. Single attribution Only one of the triggering criteria will be recorded for a given impression in the following order. Placement (most specific) Age Gender Topic Interests and remarketing list Keyword (least specific)Criteria Performance Criteria, Impressions 25 to 34, 3 AdWords API Workshops All rights reserved 10. Multi attribution Up to one criterion in each dimension will have the impression recorded for it (This matches the AdWords UI). Age Range Performance Criteria, Impressions 25 to 34, 3 Display Topic Performance Criteria, Impressions Books & Literature, 3 Display Keyword Performance Criteria, Impressions Science, 3 AdWords API Workshops All rights reserved 11. Zero Impressions stats for entities that have not been viewed CampaignIdCampaignNameClicksImpressionstrue Campaign ID,Campaign,Clicks,Impressions 79373208,ZeroCampaign1,0,0 79533768,ZeroCampaign2,0,0 77934528,Test Campaign,110,6197 AdWords API Workshops All rights reserved 12. Zero Impressions To explicitly exclude CampaignIdCampaignNameClicksCostImpressionsImpressionsGREATER_THAN0AWQLSelect CampaignId, CampaignName Clicks, Cost, Impressions from CAMPAIGN_PERFORMANCE_REPORT Where Impressions > 0Campaign ID,Campaign,Clicks,Impressions 77934528,Test Campaign,110,6197AdWords API Workshops All rights reserved 13. Things to remember for Zero Impressions Starting with v201309, such reports throw an error if the includeZeroImpressions flag is set to true Keywordless Category Report Keywordless Query Report URL Performance Report Search Query Performance Report Implicit exclusion With Segment fields Another use of zero impressions providing account structure AdWords API Workshops All rights reserved 14. Segmentation Split the data by segments CampaignIdClicksImpressionsCampaignIdClicksImpressionsAdNetworkType1Campaign ID,Clicks,Impressions 79373208,2,20 79533768,3,40Campaign ID,Clicks,Impressions, AdNetworkType1 79373208,2,20,Search Network 79373208,0,0,Content Network 79533768,2,30,Search Nework 79533768,1,10,Content NetworkAdWords API Workshops All rights reserved 15. Things to remember for Segmentation Any of the Segment fields disable includeZeroImpressions automatically. Must be used with any Metric (Impressions, Clicks, Cost etc) fields CampaignIdCampaignNameAdNetworkType1Sement fields without Metric fields AdWords API Workshops All rights reservedCampaign ID,Campaign,Network Total, --, --No rows will be returned 16. Special Keyword ID Keyword ID 3000000 All keywords on the display network will be represented by a special keyword (text: "Content") with ID 3000000 in single attribution reports (e.g. Keyword Performance Report) Keyword Performance Report Keyword ID,Impressions, Keyword 23458623485,2,flower 23458623815,4,health 3000000,4, ContentTo retrieve detailed stats for each keyword, use Display Keyword Performance Report AdWords API Workshops All rights reserved 17. Special Keyword ID Keyword ID 3000006 A criteria ID of 3000006 represents stats associated with the Display Campaign Optimizer.AdWords API Workshops All rights reserved 18. Classification of reports Know when to use what reportAdWords API Workshops All rights reserved 19. As of October 2013 38 reports available Account Performance Account Reach Frequency Ad Performance Ad Extensions Performance Ad Group Performance Ad Group Reach Frequency Age Range Performance Audience Performance Automatic Placements Performance Budget Performance Call Metrics Call Details Campaign Performance Campaign Ad Schedule Target Campaign Location Target Campaign Negative Keywords Performance Campaign Negative Locations Campaign Negative Placements Performance Campaign Platform Target Campaign Reach Frequency Campaign Shared Set Click Performance Creative Conversion AdWords API Workshops All rights reservedCriteria Destination URL Display Keyword Performance Display Topics Performance Gender Performance Geo Performance Keywordless Category Keywordless Query Keywords Performance Managed Placements Performance Placeholder Feed Item Placement Performance Search Query Performance Shared Set Criteria Shared Set URL Performance 20. Reports for Display Stats Reports intended to retrieve stats for Display Network Multi attribution (Should match one of the AdWords UI tabs) Display Keyword Performance Report Placement Performance Report Display Topics Performance Report Audience Performance Report Gender Performance Report Age Range Performance Report Single attribution Criteria Performance Report (To be precise, it includes Search Network) AdWords API Workshops All rights reserved 21. Reports for Structural Data Reports to retrieve structural data on your account Campaign Performance Report Ad Group Performance Report Ad Performance Report Keywords Performance ReportAdWords API Workshops All rights reserved 22. Reports for each Dimension Reports for Stats in terms of each Dimension (Campaign / Ad Group / Account) Reach Frequency Report Geo Performance Report (Physical Location and User Interest) Destination URL Report URL Performance Report Creative Conversions Report Search Query Performance Report Call Metric Call Details (beta feature) AdWords API Workshops All rights reserved 23. Reports for Criteria with Enhanced Campaign Reports for Stats in terms of each Criteria Campaign Location Target Report Campaign Ad Schedule Target Report Campaign Platform Target ReportAdWords API Workshops All rights reserved 24. Reports for Ad Extensions For Upgraded Ad Extensions (Sitelinks, Call, App) Placeholder Feed Item Report For Legacy Ad Extensions (Other Extensions) Ad Extension Performance ReportAdWords API Workshops All rights reserved 25. Other Reports For Dynamic Search Ads Keywordless Category Report Keywordless Query Report For Shared Sets (Beta feature) Shared Set Report Shared Set Criteria Report Campaign Shared Set Report Refer to the document (goo.gl/592gj) for all reports and available fields AdWords API Workshops All rights reserved 26. Useful ExamplesAdWords API Workshops All rights reserved 27. Structure Reports Get structural information on your account, pulling a number of reports in one go. External CID: 2584197734, "Test Account". Campaigns: +-CampaignId: 103196054 "TestCampaign", (deleted). +--With an Amount of 50.0, a Bidding Strategy of "cpc", showing 0 Impressions. +-- AdGroupId: 4486349654, "AdGroup Test Account" (paused) +-- AdGroupId: 4654290014, "AdGroup Test Account 3" (paused) +-- AdId: 17462687174, "Free Wibbles" (enabled) +-- AdId: 17462687294, "Free Wobbles" (enabled) Keywords: Criteria/KeywordId: 384251319 - [woozles] (+) - pending review. Criteria/KeywordId: 384251319 - [woozles] (+) - pending review.Complete example available at goo.gl/Jt4gDZ AdWords API Workshops All rights reserved 28. AdWords API on Rails End-to-End example using Ruby on Rails Authorization with OAuth2.0 schema and credentials re-use. Simple service request (CampaignService.get) and displaying the results. Basic reporting functionalityComplete example available at goo.gl/HBzoMi AdWords API Workshops All rights reserved 29. AdWords App Engine (Python) Reporting End-to-End example using OAuth2 on App EngineComplete example available at goo.gl/30Rhrq AdWords API Workshops All rights reserved 30. Recent UpdatesAdWords API Workshops All rights reserved 31. Starting from v201309 New reports Age Range Performance Report Gender Performance Report Out of beta Keywordless Category Performance Report Keywordless Query Performance Report Campaign Location Target ReportAdWords API Workshops All rights reserved 32. Starting from v201309 New Fields GCLID (Google Click ID) in Click Performance Report Placement Performance Report Started returning automatic placementsAdWords API Workshops All rights reserved 33. Starting from v201309 Stats objects in services have been removed. Use Reporting from v201309 on. All fields that were available with Stats objects before v201309 are available with AdHoc reportsRefer to this blog post for more details. goo.gl/CGkyC9AdWords API Workshops All rights reserved 34. Resources, Reporting Basic Guide - http://goo.gl/07KaHv Reporting Concept - http://goo.gl/FoOIQ3 Structure Reports - http://goo.gl/Jt4gDZ Demo applications - http://goo.gl/hMnsm5AdWords API Workshops All rights reserved 35. Questions?AdWords API Workshops All rights reserved 36. AdWords API Workshops All rights reserved