Google Ads

Targeting Types  |  AdWords API  |  Google Developers

This page documents the types of targeting available in the AdWords API and how
each is implemented.

Target type table

This table summarizes some of the basic properties for each target type.

* Not implemented using criteria.

For a complete list of where each type of targeting can be used, including
a breakdown by campaign, ad group, and campaign type, check out the
Criteria Usage matrix.

Keyword

This is implemented as
Keyword
criteria and is created using free-form text and one of the match type enum
values. Only certain symbols
are allowed in keyword text, and it has a maximum
length
.

Placement

This is implemented as
Placement
criteria and is created using a custom URL. There are
limits on the length and depth of
the URLs used. In addition, the following restrictions exist:

  • Positive placements on Search campaigns are not allowed.
  • As of September 18, 2018, negative placements with a url of exactly
    adsenseformobileapps.com are not allowed. For more details, check out
    the related blog post.

Vertical

This is implemented as
Vertical
criteria and are created using a fixed set of
category IDs.

Audience

Remarketing list and custom combinations

These are implemented as
CriterionUserList
criteria and are created using the ID of an existing UserList in your account.

Interest category

This is implemented as
CriterionUserInterest
criteria and is created using a fixed set of user interest category IDs
(In-market |
Affinity).

Product scope

This is implemented as
ProductScope
criteria and is created using a set of product
dimensions.

Location

Named location

This is implemented as
Location
criteria and is created using a fixed set of criteria IDs. The available IDs
are listed in the documentation and
can be individually searched for using the
LocationCriterionService.
These criteria can be configured as either positive or negative, with negative
targets overriding positive ones. By default a new campaign will contain no
location criteria, which means that all locations are targeted.

Custom radius target

Radius target is implemented as
Proximity
criteria and is created using a latitude, longitude, and radius. This targeting
type can only be configured as positive, and by default a new campaign will not
contain proximity criteria.

Location group

Location groups allow you to
reach customers based on the types of places they visit, demographic information
based on their location, or when they are at or near your places of business
(based on your location extensions).
Location groups are managed in the API through
CampaignCriterionService.

Language

This is implemented as
Language
criteria and is created using a fixed set of criteria IDs. The available IDs
are listed in the documentation and
can be retrieved programmatically using the
ConstantDataService.
Only positive targeting is allowed and by default for a new campaign will
contain no language criteria, which means that all languages are targeted.

Network

This is implemented as boolean fields within the
NetworkSetting
object, where a value of “true” targets the network and “false” excludes the
field. The fields map to the networks in the UI as follows:

Field Network
targetGoogleSearch Google search
targetSearchNetwork Search partners
targetContentNetwork Display Network
targetPartnerSearchNetwork N/A

The targetPartnerSearchNetwork is available only to select partners and should
be set to “false” or “null” for everyone else.

The NetworkSetting object is contained within the
Campaign object,
so updates must be made by calling CampaignService.mutate(). It is recommended
to explicitly set a false value for networks you don’t wish to target, as
sending null values will leave the field unchanged. By default a new campaign
created in the API will target the Google search and Search partners networks.

Devices

Device type

This is implemented as
Platform
criteria and is created using a fixed set of criteria IDs that are listed in
the documentation. Only
positive targeting is allowed and by default a new campaign will contain a
platform criterion for each of Desktop, HighEndMobile, Tablet, and
ConnectedTv. With enhanced
campaigns
, removing Platform
criteria is not allowed.

To favor HighEndMobile devices over Desktop and Tablet in ad targeting, use the
AdGroupAdService.devicePreference field.

Mobile and tablet operating systems

These are implemented as
OperatingSystemVersion
criteria and are created using a fixed set of criteria IDs that are listed in
the documentation.
Only positive targeting is allowed and by default a new campaign will contain no
OSV criteria, which means that all mobile operating systems are targeted.

Mobile and tablet carriers and wifi

These are implemented as
Carrier
criteria and are created using a fixed set of criteria IDs. The available IDs
are listed in the
documentation and
can be retrieved using the
ConstantDataService.
Only positive targeting is allowed and the default for a new campaign is no
carrier criteria, which means that all mobile carriers are targeted.

Demographics

Age range

This is implemented as
AgeRange
criteria and is created using a fixed set of criteria IDs that are listed in
the documentation. By
default a new campaign will contain no age range criteria, which means that all
ages are targeted.

Gender

This is implemented as
Gender
criteria and is created using a fixed set of criteria IDs that are listed in
the documentation. By
default a new campaign will contain no gender criteria, which means that all
genders are targeted.

Income Range

This is implemented as
IncomeRange
criteria and is created using a fixed set of criteria IDs that are listed in
the documentation. By
default a new campaign will contain no income range criteria, which means that
all income ranges are targeted.

Parental status

This is implemented as
Parent
criteria and is created using a fixed set of criteria IDs that are listed in
the documentation.
By default a new campaign will contain no parental status criteria, which means
that all parental status categories are targeted.

Schedule

This is implemented as
AdSchedule
criteria. By default a new campaign will contain no ad schedules, meaning
that ads will run for all time periods. You can set up an ad schedule,
down to a quarter of an hour, to determine more precisely when to run your ads.
Refer to the Ad Scheduling
guide
for more information
and example code.

Category exclusion

This is implemented as
ContentLabel
criteria and is created using a fixed set of enum values. Only negative
targeting is allowed and the default for a new campaign is no content label
criteria, meaning that all categories are targeted.

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button
Close