Import a CSV file in AdWords Editor

CSV file columns

This article describes the CSV file columns used when making changes with CSV files, and how to retain version history when making edits.

In order for AdWords Editor to recognize CSV columns automatically, the headers must be in English. However, capitalization and spaces don't matter. For example, daily budget is the same as dailybudget, daily_budget, DAILY BUDGET, etc.

Leaving a field blank indicates that AdWords Editor should not make any changes for that item. Entering a pair of square brackets [] indicates that AdWords Editor should erase any values that already exist for that item.

CSV columns

The table below lists frequently used CSV column headers. Additional columns are required for certain items, such as promoted video ads and dynamic ad targets.

Column header
(and alternate headers)
Notes
Campaign
campaign name
 
Campaign type

Include one of the following values in the “Campaign type” column: Search, Search - Mobile app installs, Display,  Display - Smart, Display - Mobile app installs, Display - Gmail, Shopping, Video, Video - Bumper ad, Video - Drive conversions, Video - Outstream, Universal app.

Note: Starting in July 2018, campaign names were modified for Search campaigns that included Display. For Search campaigns, you may see “Search” as the campaign type with the associated “Networks” field possibly including “Search Partners” or “Display Network,” depending on the options you choose.

If "Campaign type" isn't specified, "Networks" will be used to determine the campaign type.

Campaign daily budget
daily budget
campaign budget
budget
The value must be greater than zero.
Language targeting
language
languages
On the campaign row, enter one or more language codes, separated by semicolons.
Location ID
ID
geo ID
geo target ID
Enter each location on its own row. In the location targeting instructions, refer to the "Import locations in a CSV file" section.
Location
geo targeting
Enter each location on its own row. In the location targeting instructions, refer to the "Import locations in a CSV file" section.
Bid adjustment
bid modifier
This column can include a mobile bid modifier (if on the campaign or ad group row) or a bid modifier (if on a location, placement, or audience row).
Ad schedule
ad schedules
ad schedule intervals
Enter a campaign schedule on a campaign row, or enter a sitelink schedule on a sitelink row. For formatting guidelines, see the ad scheduling instructions.
Networks

“Networks” is used to determine whether your campaign will appear on Google Search or also on Search Partners. Enter one or more of the following, separated by a semi-colon: Google Search; Search Partners; Search; Display; or Select. Search and Search Partners campaign types include Google Search.

For video campaigns, you can enter one or more of the following: YouTube Search; YouTube Videos; or Video Partners.

Using the value "Search" will enable both Google Search and Search Partners. If “Campaign type” isn’t specified, “Networks” will be used to determine the campaign type. 

Search and Search Partners campaign types include Google Search.

 Learn more

Ad group
ad group name
 
Max CPC  
Display Network max CPC
max content CPC
display max cpc
display network cpc
 
Max CPM  
CPA bid  
Flexible reach On an ad group row, enter one or more of the following Flexible reach options, separated by semicolons, to specify them as "Observation" for the ad group: Placements; Topics; Audiences; Genders; Ages; Parental status; Household income. For example, enter Placements to set placements as "Observation" for the ad group. To modify an existing ad group to use "Targeting" for all five types, enter [] (a pair of square brackets) in this column. Learn more about Display Network targeting
Display Network custom bid type
Display Network bid type

You can enter any of the following Display Network custom bid types on the ad group row: Keywords, Placements, Topics, Audiences, Gender, Age, Parental status, Household income, None.
 

Max CPC multiplier
max CPC bid multiplier
default max CPC multiplier
default max CPC bid multiplier
You can enter a maximum CPC multiplier for keywords or ad groups in campaign experiments.
Display Network max CPC multiplier
display network max CPC bid multiplier
max content CPC multiplier
max content CPC bid multiplier
You can enter a Display Network maximum CPC multiplier for ad groups in campaign experiments.
Max CPM multiplier
max CPM bid multiplier
You can enter a maximum CPM multiplier for ad groups in campaign experiments.
Keyword
keyword text
 
Placement
website URL
website
Enter a placement or topic.
Type
criterion type
keyword type
match type
location type
This column can contain various values, depending on the row:
  • Enter a keyword match type, such as Broad (Keyword rows only).
  • Enter Negative to indicate a negative item, such as a negative keyword or excluded location (keyword, placement, audience, dynamic ad target, gender, age, or location rows).
  • Enter Campaign negative to specify a campaign-level negative (keyword, placement, gender, age, or audience rows).
Bid strategy type
bidding strategy type
bidding type
For campaign rows, enter the bid strategy type. For Display campaigns, another campaign-level option is Manual CPM. Learn more
Bid strategy
bid strategy name
bidding strategy name
bidding strategy
bidding name
For campaign rows using account-specific portfolio bid strategies, enter the name of the bid strategy. For standard bid strategies, this column should be blank. Portfolio bid strategies are case sensitive. For example, if your AdWords shared library includes a bid strategy called "My Bid Strategy," AdWords Editor doesn't recognize "my bid strategy" as the same strategy. Learn more

Headline

 

Headline 1
Headline 2

These columns  are used for expanded text ads. Each headline can have up to 30 characters. 
Short headline
Long headline
These columns are used for responsive ads.

Description line 1
description
description 1
ad text line 1
desc line 1

 
Description line 2
description 2
ad text line 2
desc line 2
 
Image
image file name
business image
 
Ad name  
Display URL
visible URL
 
Final URL
final URLs
Enter final URLs, separated by spaces. (Note: If you are updating a destination URL to a final URL, enter a pair of square brackets [] in a “Destination URL” column, which will remove the destination URL, and enter the new final URL in the “Final URL” column.)
Final mobile URL
final mobile URLs
Enter final mobile URLs, separated by spaces.
Tracking template
tracking URL
Enter a single URL template.
Path 1
Path 2
These columns are used for expanded text ads. The text you put in the fields should describe the product or service described in the ad in more detail. Paths are optional, and they support up to 15 characters each.
Custom parameter
custom parameters

Format parameters in the following way (separated by spaces): {_param1}=value1 {_param2}=value2 {_param3}=value3

Note: Up to 8 parameters are supported.

Device preference Enter All or Mobile on the same row as a sitelink or an ad (text, image, dynamic search, or display).
Start date Enter a date in the format YYYY-MM-DD on a campaign row or a sitelink row. For campaigns only, the start date must be the current date or a future date (not a past date). The start date cannot be changed for a campaign that has already begun running. Enter empty brackets [] to specify no start date (for sitelinks) or today as the start date (for campaigns).
End date Enter a future date in the format YYYY-MM-DD on a campaign row or a sitelink row, or enter empty brackets [] to specify no end date. The end date for a campaign or sitelink must be the same as or later than the start date.
Campaign status Enter Enabled, Paused, or Removed. For new campaigns only, enter a status of Scratchpad to indicate a draft campaign.
Ad group status Enter Enabled, Paused, or Removed.

In a campaign running an experiment, ad group status can also be Control only, Experiment only, Control and experiment, or Experiment and control.
Status Enter Enabled, Paused, or Removed. Use this column to change the status of keywords, placements, ads, etc. (Note that it isn't possible to pause negative items, such as negative keywords. Entering a status of Paused for a negative item has no effect.)

In a campaign running an experiment, you can enter the following values for keywords and ads: Control only, Experiment only, Control and experiment, Experiment and control.
Comment  
Audience
audience name
full interest category
Learn more about audience targeting
Gender Enter Male, Female, or Unknown. Learn more about gender targeting
Age Enter one of the following age ranges: 18-24, 25-34, 35-44, 45-54, 55-64, 65 or more, Unknown. Learn more about age targeting
Markup languages  
Mobile carriers  
Business name
company name
 
Address line 1
address
address 1
 
Address line 2
address 2
 
City  
State
region
province
state/province
 
Postal code  
Phone number
phone
ad phone number
business phone
 
Country
country code
country of phone
phone country
 
Map icon
icon
icon name
 
Source
extension source
 
Template contents
display contents
display ad contents
contents
 
Sitelink text
Sitelink
Link text (upgraded)
Upgraded link text
Learn how to import sitelinks
Platform targeting On a sitelink row, enter Mobile, Desktop, or All. All sitelinks in a campaign or ad group must have the same platform targeting.
Display ad contents
display contents
contents
 
Promotion  
Product group  
Product group type  
App ID / Package name Enter the Package Name (Android) or App ID (iOS) for your mobile app install ad.
The following read-only columns appear in CSV export files. If you include them in a CSV import file, AdWords Editor ignores them:
  • First page CPC
  • Top of page CPC
  • Quality Score
  • Suggested changes
  • Approval status
  • Image size
  • All performance statistics columns, such as impressions, clicks, and CTR

If any of the following values appear in the "Status" columns, AdWords Editor treats them as synonyms for Enabled: Active, Inactive, Disapproved, Normal, Pending, Ended.

Using CSV imports to make edits 

For each imported row, AdWords Editor automatically decides whether to edit an existing item or create a new one. The decision is based on the set of columns that are best suited for distinguishing items. For example, keywords are distinguished by their campaign, ad group, keyword text, and match type. If an item exists with the same values in these identifying columns, then the imported row is processed as an edit.

You can choose which columns should be used to identify an existing item. Under your settings or application preferences, you can choose to “Include original columns in CSV/ZIP exports.” When you export a CSV file with this setting, you'll see an identifying column named #Original that holds the existing value of a field. The identifying column without the suffix, meanwhile, can be used to apply new values to be processed. The #Original column, and the values it holds, will be retained as a previous version.

When enabled, CSV exports will automatically generate #Original columns that are populated with the original values last synced from your AdWords account. Additionally, users can specify an #Original column for any attribute of an item. In each case, the #Original values will be used to decide whether an existing item in the account is a match for the imported row.

If an existing item isn’t found, the item will be created. (Note: You’ll have an opportunity to review any changes before posting them). In the absence of any #Original columns, AdWords Editor will continue to import CSV files as it has in the past.

Example

An advertiser has multiple campaigns for running gear. She wants to change the wording in her text ad headlines from “sneakers” to “running shoes” without losing the historical metrics for the ads. Simply importing the rows with the new headlines would create a new set of ads. Instead, she can export the existing ads and create a new column called “Headline#Original” where she uses the existing headlines, and write new headlines in the "Headline" column. Those two columns might look something like this:

Headline#Original Headline
Jogging sneakers
Long distance sneakers
Children’s sneakers
Jogging running shoes
Long distance running shoes
Children’s running shoes
 


Assuming there haven’t been any changes in the other identifying columns, the result will be that the 3 existing ads under the "Headline#Original" column will be edited with new headlines in the "Headline" column. Meanwhile, for ad types that support version history, you can see how your ads in the "#HeadlineOriginal" column performed.

 

Was this article helpful?
How can we improve it?