Use your business data to manage campaigns

Organizing your business data in Search Ads 360

To provide Search Ads 360 with business data that's consistent, easy to manage, and easy to apply, arrange the data into a collection of business data tables.

In a business data table, each column identifies a single aspect of your business to use for reporting or campaign management. Each row contains a unit of business data that can be applied to accounts, campaigns, and other items in Search Ads 360.

For example, if you want to upload data about the hotels you advertise, you can create a business data table that contains the following columns:

  • Unique ID for each hotel

  • Region

  • City

  • Neighborhood

  • Tier

  • Rating
     

All business data tables include an ID column by default. The ID is used to uniquely identify a single row in the table and to apply that row's business data to accounts, campaigns, and other items in Search Ads 360.

After you define columns, you can add a row for each of your hotels. Here's an example of a business data table named Hotel:

Hotel:

ID

Region

City

Neighborhood

Tier

Rating

Sleepwell

Northeast

Boston

Back Bay

5

5

Rest-Eazy

Northeast

New York

Chelsea

5

3

Once the table is populated, you can apply a row of business data to accounts, campaigns, and other items. When you apply business data to an item, all of the data in the row becomes associated with the item.

You can create reports that pivot on any of the columns from the business data table. For example:

  1. Apply the "Sleepwell" hotel to one group of campaigns, and the "Rest-Eazy" hotel to another group of campaigns.
    The "Sleepwell" campaigns is associated with the following business data:

    • Region: Northeast

    • City: Boston

    • Neighborhood: Back Bay

    • Tier: 5

    • Rating: 5

    The "Rest Eazy" campaigns is associated with the following business data:

    • Region: Northeast

    • City: New York

    • Neighborhood: Chelsea

    • Tier: 5

    • Rating: 3
       

  2. Roll up all of the reporting data by region, compare performance by city or neighborhood, or report on individual hotels across all of your engine accounts.
    For example, if you view the "City" dimension on the Search Ads 360 Dimensions tab, you'll see something like this:

    Hotel.City

    Impressions

    Clicks

    Cost

    Boston

    Impressions from all of the "Sleepwell" campaigns

    Clicks from all of the "Sleepwell" campaigns

    Cost from all of the "Sleepwell" campaigns

    New York

    Impressions from all of the "Rest Eazy" campaigns

    Clicks from all of the "Rest Eazy" campaigns

    Cost from all of the "Rest Eazy" campaigns

Ready to get started?

Was this helpful?
How can we improve it?