SUMIT CHANDEL: Hi , guys.
Hello, everyone.
My name is Sumit Chandel, Developer Advocate on the
AdWord API.
What I'll be talking about today is mobile best
practices, catching up with a moving target.
So this is the agenda.
The first item is just how important is mobile?
So we'll look at that and look at some trends.
After covering how important it is, then we'll look at how
to set them up using the API.
We'll look at targeting campaigns, so how to target
mobile campaigns, setting up mobile extensions, using call
metrics, which is a new feature introduced in the
AdWords front end and is available to some degree
through the API as well.
And then finally, mobile campaign performance
reporting, and we'll look at how to track performance of
these campaigns using the new reports for this.
OK, so just how important is mobile?
The answer is really important.
In fact, there's a whole mobile movement going on.
Now I'll apologize because I'm about to show you guys a
YouTube video, which is loaded with marketing terms, and I
know that we are mostly engineers here.
But there are some really interesting numbers that are
presented in that video, so it's somewhat appealing.
At least it was to me when I first saw it.
So hopefully, it's appealing to you guys as well.
Getting back to my slightly less interesting slides, this
is a quote from Mary Meeker.
Some of you guys might recognize her.
She actually wrote "The Internet Report" back in 1995
and talked about the internet movement and how important
e-commerce was going to be and how important it was to get an
online presence.
She also recently was quoted saying mobile is ramping
faster than any other technology
we've seen in the past.
So that's a pretty strong statement considering that she
wrote "The Internet Report," which
itself was a huge movement.
So the move to mobile is happening
even faster than that.
Some more interesting stats to share with you guys.
So the mobile web is exploding.
The graph here shows US mobile queries and the growth that
we've seen over the last year.
As you can see, the y-axis is in net so we don't actually
show the exact numbers.
But it's just to give an idea what the trend looks like and
that in the last year we've seen a 4x growth in mobile
search queries in the US.
Another trend we've seen is that mobile internet usage is
soon going to surpass desktop internet usage.
So it hasn't happened yet.
But if current trends continue, we do see that
happening in mid-2013.
Another interesting data point is mobile allows for constant
connectivity.
For an average user, on an average day, the usage of
internet through a PC or through a mobile device-- so
you can see around lunchtime when people leave the office,
it dips for desktop usage.
That's when mobile actually picks up.
Later on in the evening around 6:00 PM, desktop
usage again drops off.
And you see mobile is actually rising and actually surpasses
desktop usage near the late hours of the night.
Mobile usage also complements desktops.
So you can see, throughout the week there
are dips on the weekend.
You can see throughout that, there's still high or constant
mobile usage.
It spikes where desktop drops.
Some more interesting data, actually this is a really
great website, ourmobileplanet.com.
We, Google, are a partner with that, and there's other
companies as well who apply their data there.
This is a graph that I generated from
that website, actually.
It's just tracking different actions that users take after
performing a local search and which
percentages take what actions.
So, as you can see, for example, in the US, about 51%
of users who perform a local search will end up calling the
business afterwards.
That speaks both to location extensions for the local
search and mobile extensions for the click-to-call, the
call to the business afterwards.
So having seen just how important mobile is, now let's
talk about how do we set them up, so
getting to our main objective.
So the first step is targeting campaigns.
We actually have criteria now for all the different campaign
targets we might want to set.
So that's what we are going to do here.
So we have a campaign let's say we just created.
And now we want to set up the targeting for this campaign.
We're going to look at the different targets or criteria
objects that we'd want to set on it to properly target this
new campaign, the first of which will be the platform.
The different platforms are desktop,
high-end mobile, and tablet.
These now correspond to these criteria, these on the
right-hand side in that table there.
This is an excerpt from the SOAP that
you'd send in and request.
So you'd set a criteria on the type of platform and set the
ID to 30001.
That corresponds to the high-end mobile in the
previous slide we just saw.
The stuff in the grayed out text, that's optional on
input, which you'll get back in response.
What else might we want to set?
The carrier.
That's another important target, something that's
existed in previous versions and something
that has changed now.
This is how you'd set it in the new service.
So we have a different carrier name and country code
combinations.
This is just a list of some of them.
So let's say if we were to target NTT DoCoMo in Japan.
The criteria ID there is 70000.
And so similar to our previous criteria type that we set, we
have another one that we set.
That's type carrier.
This time the ID is 70000.
And again, the grayed out text is just to show that that's
optional on input that, which you get back in response.
OK, so we've set the carrier.
We've set the platform.
What else might we set?
Operating system version.
So this is currently how we're exposing the different mobile
OSes that we can target.
This might actually expand to desktops as well and different
operating systems you can target there.
For the time being, this is the only
platform you have there--
Android, iOS and Palm.
Let's say we're going to target Android.
So in this case, we also have the criteria type that we're
going to set.
This time the type is OPERATING_SYSTEM_VERSION.
And the ID we pass in there is 630159.
That corresponds to Android.
Next, let's set up mobile extensions.
So a mobile extension, like a location extension, which I
also strongly recommend to use, allows you to apply a
fifth line of text to the text ads that you serve and
provides that extra line there that you see at the bottom
with a phone number to call.
So you can set the mobile attention of the campaign
level and any ads that are living under that will show up
with that fifth line if they're
served on a mobile device.
So let's look at how to do that.
This sample is actually using v201101 Java
Client library code.
It's going to look exactly the--
I think almost exactly the same in the new version, so
the example is still useful here.
So we create the mobile extension.
We set the phone number--
it's a 514 number--
country code, and finally a Boolean to set as call only.
It controls whether or not you want the text to show up with
it with the ability to click through to your web page or
only click-to-call.
So in that case, if it's set, it's calling the false.
It's means that the user has both options.
They can see the ad and click through to your website, or
they can actually click and call.
If that was set to true, they could only call.
Next, we create the generic campaign ad extension, and we
set the campaign ad extension to the mobile extension, which
we just created.
And then finally, we create our operation.
We set the operand, the operator, and then we can
mutate call at the bottom and get our result back.
OK, so using call metrics.
It's a number that we actually generate on our side and that
we can put in as a click-to-call number for your
ads, so we can basically generate call metrics for you.
We can know how many users have called, how long have the
calls lasted, how many missed calls do you have, all that
kind of information.
So currently, call metrics can only be set through the UI,
and it only targets the US and Canada for the time being.
There are plans eventually to expose it through the API and
that will be through the mobile extension, through a
flag that you can set there.
To specify whether or not you want to use your own number
and in cases where you're using your own call tracking,
you might want to do that, or if you'd like to use call
metrics and have us auto-generate the number and
place it into your mobile extension.
So this is just a screenshot of what it looks like if you
want to set this in the UI.
A bit more info about call metrics is the pricing.
So the way it works, if a user does clicks and calls, it will
basically get charged the same CBC that you bid.
The only time that's not the case is if the user calls the
number directly without clicking.
They just see the number and pick up their landline phone
and then dial the number.
That's going to be a $1.00-- a one US-dollar charge.
Now, how do we track the performance of these campaigns
that we're running?
We do that in the same way that we do for all reporting.
We set up a report definition that we'll pass in the request
payload where we're basically selecting a bunch
of different fields.
So we're selecting date, campaign ID, ad ID, and so
forth, clicks, click type--
that's an important one--
and device as well as one of the additional fields.
Then we add predicates to the filter on the fields that
we've selected.
Those predicates will be on click type.
So this will help us isolate calls, basically, click to
calls to isolate our mobile campaigns, and then an extra
predicate there, which isn't completely necessary.
I think if you filter on click type already, you've basically
isolated it.
But you can also just filter on device for
high-end mobile only.
That way, the reports you get back are strictly for your
mobile campaigns.
All right, next is reporting on call metrics.
For that, we've actually--
with the v201109 release, we've included some new
columns in the report service specifically for call metrics.
That's the ones that you see here, so call duration
seconds, average call duration seconds, number of calls,
number of missed calls, number of received calls.
You can imagine that as this call metrics feature matures,
there will be other fields here as well, which you might
be able to get out.
For the moment, this is what's available.
So this is what you can include in your report
definitions as selectable fields to report
on your call metrics.
And an important note about this is that call metrics
reporting is only available at the campaign level.
So there's a very good reason why it isn't set up that way.
And you can only do it with campaigns because we don't
have enough numbers to represent the number of ads
that we're showing.
OK, any other questions?
All right, cool.