From Google: At the AdWords API v201109 workshop event in New York City, Google Developer Advocate Aaron Karp gives a talk on the recent campaign targeting changes. Slides for this presentation are available at http://goo.gl/8PIzz.

1. Campaign Targeting
Changes
Fine-Tuning Your Campaigns

2. Topics
● Contrasting v201109 with v201101
● Examples
● Helper Services
○ ConstantDataService
○ LocationCriterionService

3. v201109 vs v201101

4. Campaign Targets v201101
Campaign
Settings
GeoTargetTypeSetting
RealTimeBiddingSetting
NetworkSettings
targetGoogleSearch
targetSearchNetwork
targetContentNetwork
targetContentContextual
targetPartnerSearchNetwork

5. Campaign Targets v201101
CampaignTargetService
Targets
AdScheduleTarget
LanguageTarget
PlatformTarget
MobileTarget
GeoTarget
DemographicTarget

6. Campaign Targets v201109
CampaignTargetService
Targets
AdScheduleTarget
LanguageTarget
PlatformTarget
MobileTarget
GeoTarget
DemographicTarget

7. Campaign Targets v201109
CampaignCriterionService
New Criteria
AgeRange
Carrier
Gender
Language
Location
OperatingSystemVersion
Platform
Polygon (Read Only)
Proximity

8. Target to Criterion Migration
Target Criterion
AdScheduleTarget N/A (not moving)
AgeTarget AgeRange
GenderTarget Gender
CityTarget Location
CountryTarget Location
MetroTarget Location
PolygonTarget Polygon
ProvinceTarget Location
ProximityTarget Proximity
LanguageTarget Language
MobileCarrierTarget Carrier
MobilePlatformTarget OperatingSystemVersion
PlatformTarget Platform

9. New CriteriaIds
PlatformName CriteriaId
Desktop 30000
HighEndMobile 30001
Tablet 30002
LanguageName LanguageCode CriteriaId
English en 1000
German de 1001
Dutch nl 1010
http://code.google.com/apis/adwords/docs/appendix/languagecodes.html
http://code.google.com/apis/adwords/docs/appendix/platforms.html

10. Examples

11. LanguageTarget vs Criterion
Old: <targets>
<Target.Type>LanguageTarget</Target.Type>
LanguageTarget <languageCode>en</languageCode>
</targets>
New: <criterion xsi:type="Language">
<id>1000</id>
Language Criterion <type>LANGUAGE</type>
<Criterion.Type>Language</Criterion.Type>
<code>en</code>
</criterion>

12. ProvinceTarget vs Criterion
Old: <targets xsi:type="ProvinceTarget"> <Target.
Type>ProvinceTarget</Target.Type> <excluded>false</excluded>
ProvinceTarget <provinceCode>US-AL</provinceCode> </targets>
New: <criterion xsi:type="Location">
<id>21133</id> <type>LOCATION</type> <Criterion.
Location Criterion Type>Location</Criterion.Type>
<locationName>Alabama</locationName>
<displayType>State</displayType>
<isObsolete>false</isObsolete> <parentLocations> <id>2840</id>
<Criterion.Type>Location</Criterion.Type>
<isObsolete>false</isObsolete> </parentLocations> </criterion>

13. Helper Services

14. ConstantDataService
<soapenv:Envelope>
<soapenv:Header>
<RequestHeader>
<authToken>DQA....kQ</authToken>
<clientCustomerId>7767761884</clientCustomerId>
<developerToken>LA...GWg</developerToken>
</RequestHeader>
</soapenv:Header>
<soapenv:Body>
<getLanguageCriterion/>
</soapenv:Body>
</soapenv:Envelope>

15. ConstantDataService
...
<getLanguageCriterionResponse>
<rval>
<id>1000</id>
<Criterion.Type>Language</Criterion.Type>
<code>en</code>
<name>English</name>
</rval>
<rval>
<id>1001</id>
<Criterion.Type>Language</Criterion.Type>
<code>de</code>
<name>German</name>
</rval>
<rval>
<id>1002</id>
<Criterion.Type>Language</Criterion.Type>
<code>fr</code>
<name>French</name>
</rval>
...

16. LocationCriterionService
...
<soapenv:Header>
<RequestHeader>
<authToken>DQA.....6On2kQ</authToken>
...
</RequestHeader>
</soapenv:Header>
<soapenv:Body>
<get>
<selector>
<fields>LocationName</fields>
<fields>Reach</fields>
<fields>CanonicalName</fields>
<predicates>
<field>LocationName</field>
<operator>EQUALS</operator>
<values>北京</values>
</predicates>
</selector>
</get>
</soapenv:Body>
</soapenv:Envelope>

17. LocationCriterionService
<location>
<id>1003334</id>
<Criterion.Type>Location</Criterion.Type>
<locationName>Beijing</locationName>
<displayType>City</displayType>
<isObsolete>false</isObsolete>
<parentLocations>
<id>20163</id>
<Criterion.Type>Location</Criterion.Type>
<locationName>Beijing</locationName>
<displayType>Region</displayType>
<isObsolete>false</isObsolete>
</parentLocations>
<parentLocations>
<id>2156</id>
<Criterion.Type>Location</Criterion.Type>
<locationName>China</locationName>
<displayType>Country</displayType>
<isObsolete>false</isObsolete>
</parentLocations>
</location>
<canonicalName>北京市</canonicalName>
<reach>1920000</reach>
<searchTerm>北京</searchTerm>

18. Using the new Criteria
// Create locations. The IDs can be found in the documentation
// or retrieved with the LocationCriterionService.
$tablets = new Platform();
$tablets->id = 30002;
$campaignCriteria[] = new CampaignCriterion($campaignId, tablets);
$mexico = new Location();
$mexico->id = 2484;
$campaignCriteria[] = new CampaignCriterion($campaignId, $mexico);
...
// Create the operations
foreach ($campaignCriteria as $campaignCriterion) {
$operations[] =
new CampaignCriterionOperation($campaignCriterion, 'ADD');
}
...
// Make the mutate request
$result = $campaignCriterionService->mutate($operations);
...

19. Finding Criterion IDs

20. Questions?