Add and manage inventory rules in a manual campaign
About inventory rules in manual campaigns
Google Merchant Center and Search Ads 360 can work together to generate ads for the products in your inventory feed. Instead of manually creating new ads each time you update prices in your inventory feed, or creating a large number of ads that differ only slightly for each product, use inventory rules, ad templates, and an inventory feed to automate your campaign management.
You'll need to link your Merchant Center account with your Search Ads 360 advertiser, and then create ad templates and rules in a manual campaign. The templates provide the structure and basic text for your ads, while the rules specify how to fill in the template with inventory data.
You can also create rules that:
- Pause/unpause keywords based on the availabilty of products.
- Generate the landing page URL of keywords with data from your inventory feed.
If you use a rule to generate the landing page URL, you can also use the same rule to set the value of the param1, param2, and param3 keyword properties with data from your inventory feed. You can use these properties to dynamically update ad copy with data from your inventory feed instead of generating new ads when your inventory data changes.
Each ad group in a campaign can specify only one inventory rule to generate ads, one rule to pause/unpause keywords, and one rule to generate landing page URLs or set keyword params.
Usually you want to set up the rules so that each ad group advertises a highly focused set of products, or a single product. If the products in your ad group are similar, you can create more relevant ad copy, and it's easier to set appropriate bids. In addition, you're less likely to encounter inventory errors if your ad group is highly focused.
For example, if you create a rule that inserts a product's brand name from your inventory feed, Search Ads 360 requires that all products in the ad group specify the same value for the attribute. Consider this inventory feed:
- Product A: BRAND = "SuperValue"
- Product B: BRAND = "SpecialBrand"
In the example above, which brand would Search Ads 360 use when generating an ad that contains the brand name? Instead of guessing what you want, an inventory rule reports an error if it's working with products that specify different values for BRAND or other inventory attributes.
To avoid these types of errors, each inventory rule uses a filter to identify groups of products (or one specific product) in your inventory feed. The rule will only use data from the products that match the filter.
Use the same inventory account in each ad group
If you create multiple inventory rules in an ad group, be sure that all of the rules specify the same inventory account.
For example if "Ad group A" contains one rule to generate ads and another rule to generate landing page URLs, make sure that both rules specify the same inventory account. If the "generate ads" rule specifies "Account A" and the "generate landing page URLs" rule specifies "Account B", none of the rules in the entire campaign will be evaluated.
Search Ads 360 evaluates your inventory feed and inventory templates multiple times throughout the day. Then, any necessary changes are made based on the data in the feed. The amount of time needed to make these changes depends on the size of the campaign, the number of changes, and the timing of the changes.
Upgraded inventory management
To generate campaigns, ad groups, and keywords as well as ads from inventory data, use upgraded inventory management instead of (or in addition to) adding inventory rules to a manual campaign. Upgraded inventory management helps drive revenue through long-tail keyword expansion while your manual campaigns focus on higher-value keywords.
Ready to get started?
If you want a manual campaign to generate ad copy, update landing page URLs, and pause or unpause keywords based on data in your inventory feed:
- Add your Merchant Center account to Search Ads 360.
- Create a new ad group for your inventory rules.
(Don't generate ads in an ad group that already contains manual ads.)
- Then create inventory rules to do any of the following: