Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Use your business data to manage campaigns

Tables, IDs, and columns

Here are some of the terms you'll need to know when working with business data in Search Ads 360.


A business data table is a formal definition that tells Search Ads 360 what to expect about the data you're uploading. Defining business data tables makes it possible for Search Ads 360 to validate the data you've uploaded and let you know if you've accidentally misformatted or entered the wrong type of data.


All business data tables include an ID column by default. The ID is used to uniquely identify each row, and to apply that row's business data to accounts, campaigns, and other items in Search Ads 360. An ID can be any text you’d like, including letters, numbers, spaces, and punctuation.


After you create a business data table, you can add more columns to the table (in addition to the default ID column that is added automatically when you create the table). Each column should contain a single piece of information that’s relevant to managing your search marketing campaigns.

Common examples include:

  • “Brand” and “Category” columns in a business data table that describes products

  • “Star rating”, “Brand”, and “City” columns in a business data table that describes hotels

  • “Origin airport” and “Destination airport” columns in a business data table that describes flights

A column specifies a name, which needs to be unique within a table, and one of the following types of data:

  • Text: Letters, spaces, and punctuation. Maximum of 100 characters. You can also include numbers, but Search Ads 360 will treat them as text. For example, features such as automated rules won't be able to compare the value of the numbers with other numbers.

  • Integer: A whole number with no decimal value, such as 1, 50, or 10000

  • Decimal: A number with an optional decimal value, such as 1, 50.5, 10000.22

A column can also specify a reference to another Business Data table. Note that a table can be referenced by only one other table. For example, the Location table can be referenced by the Hotel table or the Restaurant table, but not by both.

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