Split costs by destination URL (+adgroup+keyword)

[Igor Selitskiy]

Hi, we want to split spends (+impressions and clicks) by destination URL + keyword id + adgroup id.

We want to use destination URL for spliting at least sitelinks in search.

Currently we're using criteria performance report for splitting spends by campaign, adgroup, keyword and device.

We've try:

1) add CriteriaDestinationUrl to criteria performane, but it gives only URL on ad level, but return URL of main links for sitelinks (this is wrong), also we need to split sitelinks URL, but this report aggregate all sitelinks in one line (URLs of course differ).

2) use Placeholder Feed Item Report, but keyword_id in this report always return '--'.

Does it possible to split spends on keyword + URL level in current API?

May be at least using some new features like templates, tracking urls?

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[Josh Radcliff (AdWords API Team)]

Hi,

If you have not switched to upgraded URLs, then you can use the EffectiveDestinationUrl field of the DESTINATION_URL_REPORT, which will return the actual URL served for each impression. If you want this further segmented by criterion (e.g., keyword), you can include the CriteriaParameters field. If you also want it segmented by the type of click, you can include the ClickType field. There isn't an equivalent report yet for users who have moved to upgraded URLs.

Regarding the fields you mentioned below:

1. CriteriaDestinationUrl in the CRITERIA_PERFORMANCE_REPORT is the BiddableAdGroupCriterion.destinationUrl of the criterion of the current row. This will be blank if you did not set this value for a given criterion (e.g., keyword).
2. KeywordId in the PLACEHOLDER_FEED_ITEM_REPORT is the ID of the Keyword specified for the feed item's keywordTargeting field. If you did not set this field on your feed items, then this will be blank (--).
   

Cheers,

Josh, AdWords API Team

[Igor Selitskiy]

Josh, thank for answer.

DESTINATION_URL_REPORT return only main link and cannot show actual URL, for example sitelink.

How can we split spends for particular sitelink?

Do you plan add report for upgraded URLs? When? Can we add to whitelist?

[Josh Radcliff (AdWords API Team)]

Hi Igor,

I would expect the DESTINATION_URL_REPORT to show you the sitelink URL if that was the one that was clicked. Could you provide me with a campaign ID and date range where you expect to see sitelink URLs in that report but do not?

Another option for sitelinks would be to use the PLACEHOLDER_FEED_ITEM_REPORT with:

• A predicate on IsSelfAction = TRUE (this will limit the rows to when the individual sitelink/FeedItemId was actually clicked, not just displayed)
  
• Include FeedItemId and AttributeValues. The latter field will list all attributes of the FeedItem, including the attribute for the URL.

I expect the report for upgraded URLs to be available in the coming weeks, but I don't have an exact date yet.

Cheers,

Josh, AdWords API Team

[Igor Selitskiy]

Josh, I test DESTINATION_URL_REPORT on campaign id 278465888 , period is yesterday (2015-05-21).

For example: there is following sitelink with clicks in the UI: http://www.lamoda.ru/c/355/clothes-zhenskaya-odezhda/

But I cannot find this URL in the report.

[Igor Selitskiy]

It looks like PLACEHOLDER_FEED_ITEM_REPORT doesn't help, because we usually set sitelink on campaign level, but of course I need spends on keyword level.

[Josh Radcliff (AdWords API Team)]

Hi Igor,

Both in the user interface (on the Dimensions tab with the Destination URLs view) and in the API DESTINATION_URL_REPORT, it seems that AdWords is showing the keyword URL if the keyword has a URL, else it is showing the ad's URL. This occurs even if ClickType = Sitelink.

For your use case, is it important to know which sitelink URL was clicked, or do you simply need to know if the click was on the sitelink or the ad headline? If the latter, then adding the ClickType and CriteriaParameters columns may suffice, e.g.,

SELECT ClickType, CriteriaParameters, EffectiveDestinationUrl, Impressions FROM DESTINATION_URL_REPORT WHERE CampaignId = 278465888 DURING 20150521,20150521

This will break down your impressions (and any other metrics you choose) by keyword/ad URL, click type, and criterion (keyword).

If instead you need to combine sitelink URLs with keywords that triggered your ads, I'm not aware of a report in the user interface or the API that will provide those two segments together.

Thanks,

Josh, AdWords API Team

[Igor Selitskiy]

We've sitelinks on campaign level, but want to separate spends for particular sitelinks (mobile site, mobile apps).

If I understand you correct, the only way to do it (get sitelink+keyword) is to set sitelinks on keyword level, yes?

[Igor Selitskiy]

>>For your use case, is it important to know which sitelink URL was clicked, or do you simply need to know if the click was on the sitelink or the ad headline?

Yes, I need particular sitelinks, not all sitelinks on keyword level.

[Josh Radcliff (AdWords API Team)]

Hi Igor,

Setting sitelinks at the keyword level may work for your use case, but you're going to wind up with a large number of duplicate sitelinks (one per keyword), and there is a limit on the # of feed items per account. In addition, the PLACEHOLDER_FEED_ITEM_REPORT with a predicate on IsSelfAction = TRUE will only show you impressions where the sitelink was clicked. For impressions where a sitelink was not clicked, you'll have to use a different report (e.g., the DESTINATION_URL_REPORT) with a predicate on ClickType != SITELINKS.

Is there a view you've found in the user interface that gives you the information you want, broken down in the way you want? Generally speaking, if a given view is not available in the user interface, it won't be available in the API.

I'll pass on your use case to the team working on the report for upgraded URLs. Hopefully we can handle this better in that report once it's available.

Thanks,

Josh, AdWords API Team