In its relentless pursuit of excellence and innovation, Google has rolled out the latest iteration of its Google Ads API, Version 11.1. Following the release of Version 11 in June, this update is considered a minor yet essential enhancement to further empower advertisers and marketers. In this article, we’ll delve into the key updates and improvements introduced in Google Ads API Version 11.1.
Assets
One of the noteworthy additions in this release is the introduction of AssetGroup.ad_strength. This new feature aims to provide advertisers with a valuable metric to gauge the overall quality of their asset groups. When advertisers make changes to asset groups or the assets associated with them, this metric is recalculated. It’s worth noting that during the recalculation process, the value will be marked as “PENDING,” ensuring transparency and accuracy in assessing asset group quality.
Audiences
Version 11.1 brings enhancements in audience-related features. FlexibleRuleUserListInfo and RuleBasedUserListInfo.flexible_rule_user_list are now part of the API, providing advertisers with more versatile tools for audience management. Additionally, the LeadFormFieldUserInputType enum, used for predefined questions in lead form extensions, has been expanded to include more values, allowing for greater customization.
UserAttribute, an essential component for audience targeting, has received significant updates. The following fields have been added: lifecycle_stage, first_purchase_date_time, and event_attribute. These additions enable advertisers to fine-tune audience segmentation and engagement strategies with greater precision.
Furthermore, the introduction of new errors in OfflineUserDataJobError, such as FIRST_PURCHASE_TIME_GREATER_THAN_LAST_PURCHASE_TIME, INVALID_LIFECYCLE_STAGE, INVALID_EVENT_VALUE, and EVENT_ATTRIBUTE_ALL_FIELDS_ARE_REQUIRED, enhances error handling and data integrity, ensuring smoother operations.
Bidding
Campaign management receives a boost with the inclusion of Campaign.bidding_strategy_system_status. This feature provides valuable insights into the system status of the bidding strategy employed, including critical information such as its learning progress, limitations, and configuration status. Advertisers can now make more informed decisions regarding their bidding strategies.
Campaigns
Campaign reporting gains added functionality with support for additional metrics in the campaign report. Metrics like all_conversions_from_click_to_call, all_conversions_from_directions, all_conversions_from_menu, all_conversions_from_order, all_conversions_from_other_engagement, all_conversions_from_store_visit, and all_conversions_from_store_website enrich the depth of campaign performance analysis.
Moreover, Version 11.1 ensures compatibility between the phone_call metric and segments.hour in the campaign report, simplifying time-based analysis and reporting.
Experiments
In a significant expansion of capabilities, advertisers can now create experiments using GoogleAdsService.Mutate(). Previously, this feature was exclusively available through the ExperimentService, providing greater flexibility in managing and conducting experiments within Google Ads.
Planning
For advertisers focused on audience targeting and reach forecasting, Version 11.1 introduces Targeting.audience_targeting. This feature allows for precise specification of affinity and in-market categories, enhancing the accuracy of reach forecasts generated using ReachPlanService.GenerateReachForecast.
The support for YouTube Select has been extended, with the introduction of YouTubeSelectLineUp as product metadata when calling ReachPlanService.ListPlannableProducts. Advertisers can also leverage PlannedProduct.advanced_product_targeting to specify YouTubeSelectSettings, further optimizing reach forecasts for YouTube Select campaigns.
Additionally, for allowlisted accounts, the new AudienceInsightsService.GenerateAudienceCompositionInsights feature is introduced. This tool aids in identifying attributes strongly associated with specific audience segments, akin to Insights Finder, providing valuable insights for targeting and content strategies.
Recommendations
Version 11.1 introduces two new recommendations to help advertisers optimize their campaigns:
- UpgradeLocalCampaignToPerformanceMaxRecommendation: This recommendation advises on upgrading local campaigns to Performance Max campaigns, optimizing campaign performance and reach.
- DisplayExpansionOptInRecommendation: Focused on expanding display ad reach, this recommendation suggests opting into display expansion options to enhance ad visibility.
In conclusion, Google Ads API Version 11.1 reaffirms Google’s commitment to providing advertisers and marketers with powerful tools and features to maximize their advertising efforts. These updates not only enhance user experience but also enable advertisers to fine-tune their strategies, make informed decisions, and ultimately achieve better results in the ever-evolving digital advertising landscape. Stay tuned for more exciting developments as Google continues to innovate and improve its advertising platform.