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AdWords API
Required Minimum Functionality

Required Minimum Functionality

v. 2015‑01‑28

Required Minimum Functionality (RMF) refers to the features and other functionality that certain tool developers must offer when using the AdWords API. As set forth below, RMF rules are grouped into three categories: Creation Functionality, Management Functionality, and Reporting Functionality. Your compliance with these rules depends on how you use the AdWords API (an "RMF applies" means that RMF applies to you):
Creation Functionality Management Functionality Reporting Functionality
Full-Service Tool
  • advertisers, agencies, and other third parties use your tool to fully manage their AdWords accounts
RMF applies RMF applies RMF applies
Reporting Only
  • only a reporting dashboard available to end-advertisers
RMF doesn't apply RMF doesn't apply RMF applies
Internal Use Only
  • individual advertiser or agency use only; no third-party access to tool (i.e., you're the only one that uses your tool)
RMF doesn't apply RMF doesn't apply RMF doesn't apply

Note that RMF only applies to tokens with Standard access.

Requirements for Reporting-only AdWords API Clients

In order to be compliant with RMF requirements, a Reporting-only AdWords API Client must show Reporting Functionality for each of the levels of the AdWords hierarchy displayed in its reporting interface. A level of the AdWords hierarchy means one of Account, Campaign, Ad Group, Ad or Keyword. For example, if a Reporting-only AdWords API Client does show Ad Groups, then it must implement all of the "Ad Group"-level Reporting Functionality that is labeled as "Required" below.

A Reporting-only AdWords API Client may choose not to show specific levels of the AdWords hierarchy in its reporting interface. For example, if a Reporting-only AdWords API Client does not show any Ad Group performance data in its interface, then it need not implement any of the "Ad Group"-level Reporting RMF.

The above policy also applies to all other report types, though they are not levels of the AdWords hierarchy. Should you choose to implement any of these reports, you must show all the required fields for each respective report.

In order to be compliant with RMF requirements, AdWords API Client must display all the columns marked required in the corresponding field / column for each report, as default. All other Metric columns must be made available, as an option for users of the AdWords API Client.

Downloadable Reports

If your tool provides a download option, for example a CSV, instead of displaying reporting functionality within the user interface, then the download link must be prominently displayed and intuitively labeled. The downloaded file must contain all of the required reporting fields and be clearly labeled.

Reporting Date Ranges

We recommend that you allow users to filter reporting data by date range. If your tool doesn't support custom date ranges, then it should at least provide the last 30 days of data for each required reporting field.

Requirements for API Clients providing Creation Functionality or Management Functionality

In order to be compliant with RMF requirements, a Full-Service AdWords API Client must implement all the required creation and management features in the table below and show Reporting Functionality for each of the reports below. Additionally, you must make reasonable effort to ensure that each of the features is easily accessible and functional to end advertisers as measured by the usage of those features.

Shopping-only API Tools

If your tool is only designed to create and manage shopping campaigns and does not provide any other functionality outside of AdWords Shopping Campaigns, then you are only required to implement the AdWords creation and management features and reports in the RMF that work with Google Shopping Campaigns. For an updated list of these features please contact the AdWords API Compliance team at https://services.google.com/fb/forms/apicontact/.

Requirements for API Clients providing Targeting Idea Service or Traffic Estimation Service

If an AdWords API Client provides any functionality related to TargetingIdeaService or TrafficEstimatorService, it must fully implement the required Creation Functionality, Management Functionality and Reporting Functionality marked "Required" in the table below.

Requirements for Bid Adjustments

All API Clients providing Creation or Management functionality must satisfy the following requirements related to bid adjustments:

  1. End users must be allowed to input the entire range of allowable values.
  2. End users must be able to review and edit the bid adjustments before it is set by the AdWords API Client.
  3. Bid adjustments must be represented only as adjustments to bids, and may not be used to enable or approximate other features, such as targeting or exclusion.

Feature Implementation

Unless otherwise specified below, a feature is implemented if and only if all available sub-features and parameters are also implemented. The API Reference documents which parameters and sub-features are available. For example, the feature "Opt in/out of networks" implies support for opting in/out of Google Search, search partners, and the display network. Furthermore, if you implement in your AdWords API Client a feature similar to any feature not required by Google, you must then also implement the similar Google feature in your AdWords API Client. For example, if you implement your own version of "Keyword Ideas" in your AdWords API Client, then you must also implement Google's "Keyword Ideas" functionality in your AdWords API Client.

To maintain RMF compliance, any new required features must be added by the due date (shown next to each feature as Due: YYYY-MM-DD). Any RMFs with no specified due date are past due. Additionally, we require that you send screenshots and/or mockups of material proposed changes to the AdWords API Client, at least two weeks prior to these changes taking effect, via the Tool Change form. For the sake of clarity, after that two week period has elapsed, you do not need to wait for a response from Google before those material changes take effect.

Item Number Functionality Corresponding
Object / Field / Column
Requirement

Creation Functionality

C.10 Create campaign Campaign Required
C.14 Set mobile bid adjustment Campaign Required
C.16 Set ad device preference AdGroupAd Required
C.20 Enable geo targeting Location Required
C.21 Set distance targeting LocationExtensionOperand
Proximity v201409
Required.
Due: 2015‑06‑08.
C.25 Set geo bid adjustment Location Required
C.30 Enable language targeting Language Required
C.41 Dynamic search ads DynamicSearchAd Required
C.42 Set campaign DSA settings DynamicSearchAdsSetting Required
C.50 Opt in/out of networks NetworkSetting (targetGoogleSearch, targetSearchNetwork, targetContentNetwork only) Required
C.65 Enable conversion tracking ConversionTrackerService Required.
Support of all AdWords conversion trackers due: 2015‑06‑08.
C.70 Ad Extensions: Location extensions CustomerFeedService Required.
Due: 2015‑06‑08.
C.75 v201409 Callout extensions AdGroupFeedService
Callout feed placeholder
Required.
Due: 2015‑06‑08.
C.80 Feed Services: Sitelinks AdGroupFeedService Required. This needs to be supported at both campaign and ad group levels.
C.85 Edit conversion tracking settings ConversionTrackingSettings Required
C.90 Set bidding option: Manual CPC CpcBid Required. This needs to be supported at keyword, ad group, and campaign levels.
C.95 Set bidding option: Enhanced CPC EnhancedCpcBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
C.101 Set bidding option: Maximize clicks TargetSpendBiddingScheme Required. This needs to be supported at keyword, ad group, and campaign levels.
C.111 Set bidding option: Target search page location PageOnePromotedBiddingScheme Required. This needs to be supported at keyword, ad group, and campaign levels.
C.116 Set bidding option: Target CPA TargetCpaBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
C.118 Set bidding option: Target ROAS TargetRoasBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
C.120 Set budget Budget Required
C.140 Set delivery method Budget.BudgetDeliveryMethod Required
C.190 Create ad group AdGroup Required
C.200 Add text ad TextAd Required
C.260 Add keyword Keyword Required
C.270 Add ad group negative keywords NegativeAdGroupCriterion Required
C.290 Set keyword max CPC CpcBid Required
C.300 Set keyword match type Keyword.matchType Required
C.310 Set keyword destination URL BiddableAdGroupCriterion.destinationUrl Required
C.500 Create shopping campaign Campaign Required
C.505 Set merchant identifier ShoppingSetting Required
C.506 Set sales country ShoppingSetting Required
C.510 Set inventory filter ProductScope Required
C.520 Create product ad ProductAd Required
C.525 Add first (root) product partition ProductPartition Required
C.600 v201409 Mobile app download campaigns SEARCH_MOBILE_APP Required. Create and manage mobile app download campaigns on Search network.
Due: 2015‑06‑08.

Management Functionality

M.10 Edit campaign settings (all campaign-related required settings in Creation Functionality) Campaign Required
M.15 Edit mobile bid adjustment Campaign Required
M.18 Edit ad device preference AdGroupAd Required
M.20 Edit ad group settings (all ad group-related required settings in Creation Functionality) AdGroup Required
M.25 Edit geo bid adjustment Location Required
M.30 Set bidding option: Conversion Optimizer ConversionOptimizerBiddingScheme Required
M.35 Enable ad rotation AdServingOptimizationStatus Required
M.40 Edit keyword max CPC CpcBid Required
M.100 Edit ad text TextAd Required
M.110 Pause / enable / remove campaign Campaign.status Required
M.120 Pause / enable / remove ad group AdGroup.status Required
M.130 Pause / enable / remove ad AdGroupAd.status Required
M.140 Pause / enable / remove keyword BiddableAdGroupCriterion.userStatus Required
M.150 Edit inventory filter ShoppingSetting Required
M.160 Subdivide (add product partition) ProductPartition Required
M.170 Remove product partition ProductPartition Required
M.180 Edit product partition max CPC CpcBid Required
M.190 Exclude product partition (delegate) NegativeAdGroupCriterion Required

Reporting Functionality

R.10 Account Performance Clicks
Cost
Impressions
Conversions
Estimated total conversions
Required
R.20 Campaign Performance Clicks
Cost
Impressions
Conversions
Estimated total conversions
Ad network
Device
Click type
Required
Status Required if showing paused, active, and removed campaigns.
Optional if only showing active campaigns.
R.30 Ad Group Performance Clicks
Cost
Impressions
Average position
Conversions
Estimated total conversions
Ad network
Device
Click type
Required
Status Required if showing paused, active, and removed ad groups.
Optional if only showing active ad groups.
R.40 Ad Performance Clicks
Cost
Impressions
Average position
Conversions
Required
Status Required if showing paused, active, and removed ads.
Optional if only showing active ads.
R.50 Keywords Performance Clicks
Cost
Impressions
Average position
First page CPC
Top of page CPC
Conversions
Required
Status Required if showing paused, active, and removed keywords.
Optional if only showing active keywords.
R.70 Search Query Performance Query term
Match type
Clicks
Cost
Impressions
Required
R.80 Geo Performance Country/Territory
Region
Metro area
City
Campaign
Clicks
Cost
Impressions
Required
R.90 Keywordless Category Clicks
Cost
Impressions
Conversions
Required
R.100 Keywordless Query Clicks
Cost
Impressions
Required
R.110 Shopping Performance Clicks
Impressions
Cost
Conversions
Required
Category
Product type
Required to show all levels
R.120 Product Partition Clicks
Cost
Impressions
Conversions
Required
R.130 Bid Goal Performance Bid strategy type
Clicks
Cost
Cost per conversion
Cost per conversion many-per-click
Impressions
Average CPC
Conversions
Required
Status Required if showing paused, active, and removed strategies.
Optional if only showing active strategies
R.140 Paid Organic Query Ad clicks
Ad impressions
Ad average position
Organic clicks
Organic queries
Organic average position
Required