Use formula columns to enhance other Search Ads 360 features

Formula columns can integrate perfectly with other Search Ads 360 features like automated rules, Web Queries, or bid strategies. Check out some of our more advanced use cases below.

Formula Columns + Rules

You can use formula columns as conditions in rules. All of your existing formula columns will be listed alongside the standard Search Ads 360 metrics columns in the condition picker.

 

Use Case	Example
Mix and match date ranges within rules Create two formula columns: One that totals Actions for the past 7 days, Another that totals Impressions for the past 30 days. Then, create a rule that runs if the Actions for the past 7 days are greater than X and Impressions are greater than Y.	Formula column 1 Name: 7-day Actions Equation: Actions.For_date_range(Last_7_days()) Formula column 2 Name: 30-day Impression Equation: Impressions.For_date_range(Last_30_days()) Keyword rule Conditions:     7-day Actions > 300     30-day Impressions > 800 Action:     Change state to Paused
Take action on an object based on average metrics. Create a formula column that calculates the average clicks per day. Then create a rule that pauses an object or changes a bid if it gets greater than or fewer than X Clicks/Day.	Formula column Name: Avg. Clicks/Day Equation: Clicks.For_date_range(Last_7_days()) / 7 Keyword rule Condition:     Avg. Clicks/Day > 10000 Action:     Change state to Paused
Take action on an object if its metrics are outside a historic range. Create a formula column that calculates a range of values over a period of time. Then create a rule that pauses an object, changes a bid, or sends a notification if it performs above or below the range.	Formula column Name: Click Alert Equation: If(Clicks.for_Date_Range(Today()) > (1.15*(Clicks.for_Date_Range(Last_7_days())/7)), "15%+ above Average", Clicks.for_Date_Range(Today()) < (.85*(Clicks.for_Date_Range(Last_7_days())/7)), "<15% below Average", "Within Range") Campaign rule  Conditions:     Click Alert equals 15%+ above Average     Click Alert equals <15% below Average Action:     Send alert to [e-mail]
Simulate “or” values. Take action on objects with high CPAs, or objects with high costs and zero actions.	Formula column Name: True CPA Equation: to_money(If(CPA>0, CPA, Cost)) Keyword rule  Condition:     True CPA > $50.00 Action:     Pause keyword.
Reference an editable static field -- without editing the rule. Got a monthly target CPA that changes dramatically? Create a formula column with that metric, and set up rules to alert you if an object misses that target. You can then edit the Formula Column rather than create a whole new rule when the target changes in the next month.	Formula column Name: Quarterly CPA Goal Equation: CPA = to_money(50) Campaign rule Conditions:     CPA > Quarterly CPA goal Action:     Send alert to [e-mail]

Formula Columns + Labels

Use Case	Example
Break out related labels into column view for sorting and reporting. Create a formula column that prints a string if an item has specific labels. Then add the column to a report and use it to sort or filter.	Formula column Name: Brand/Non-Brand Equation: If(Has_label("Brand"), "Brand", Has_label("Generic"), "Generic", Has_label(""), "", "") or Formula column Name: Search/Remarketing Equation: If(Has_label("Search"), "Search",    Has_label("Remarketing"), "Remarketing", "")

Formula Columns + Reporting (Budget Pacing, Web Query, and so forth)

 

Use Case	Example
On-the-fly budget pacing. Estimate what monthly cost might be, factoring in recent fluctuations: Copy the example formula column and update the formula's date to the 1st of the most recent month. Add the column to your Campaign view. Change the dates in the Campaign view to  display a recent fluctuation.	Formula column Name: Projected Monthly Cost From Date Range Equation: to_money(((Cost/num_days())*31) - Cost.For_date_range(Date(2013, 09, 1), Today()))
Exclude today’s data from “This Month” web queries. Search Ads 360 updates, but this column excludes today’s data so you’re working only with complete data in your offline reports.	Formula column Name: Cost - Excluding Today Equation: to_money(Cost - Cost.for_date_range(Today()))