Use your business data to manage campaigns

Including business data by reference

If you create business data tables with several or more columns, you may want to move some of these columns into a separate table, and then include one table inside another. This makes it easier to:

  • Apply, maintain, and update your business data

  • Reuse repetitive information instead of redefining it directly in each row

  • Apply separate but related business data at different levels in your account

  • Separate information that is rarely updated from information that is frequently updated

Example: Reuse information

For example, if you add availability data to your hotels, the Hotel business data table contains quite a few columns:
Hotel:

ID

Region

City

Neighborhood

Tier

Rating

Availability

Sleepwell

Northeast

Boston

Back Bay

5

5

50

Rest Eazy

Northeast

New York

Chelsea

5

3

200

Harbor View

Northeast

New York

Chelsea

3

4

100

 

Notice that the location information--Region, City, and Neighborhood--may apply to multiple hotels. So instead of repeating that information each time you add more data, you can create a separate business data table for the locations of your hotels, and then include the locations data in the Hotel table.

Here's a business data table that contains hotel locations:

Location:

ID

Region

City

Neighborhood

Boston: Back Bay

Northeast

Boston

Back Bay

New York: Chelsea

Northeast

New York

Chelsea

 

And here's the updated Hotel table. Each row in the table now includes (refers to) a row in the new Location table:

Hotel:

ID

Location.ID

Tier

Rating

Availability

Sleepwell

Boston: Back Bay

5

5

50

Rest Eazy

New York: Chelsea

5

3

200

Harbor View

New York: Chelsea

3

4

100

 

Because you've included the location data inside each hotel, you can still pivot on any of the columns from the Location table or the Hotel table. And you can reorganize or update your locations without needing to update your hotel data. The updated locations will automatically apply to the hotels because each hotel includes a location.

Example: Apply separate but related business data

Continuing with the previous example, if your account contains one group of campaigns for your hotels and a separate group of more generic campaigns for the cities your hotels are located in, you can apply the Hotel business data to your hotel campaigns and the Location business data to your location campaigns.

When your view a report for your most popular cities, you can see metrics for the specific hotel campaigns as well as the metrics for the location campaigns. 
Business data applied to different types of campaigns

Data conflicts

A note of caution when applying business data from included tables directly to campaigns, ad groups, or other items: you may unintentionally apply conflicting data.

For example:

  1. You apply the "New York: Chelsea" location to an ad group.
    You apply the "New York: Chelsea" location to an ad group.

  2. Then you apply the "Sleepwell" hotel to the same ad group.

  3. Because the "Sleepwell" hotel includes the "Boston: Back Bay" location, Search Ads 360 will detach the "New York: Chelsea" location you originally applied and replace it with the "Boston: Back Bay" location.
     DoubleClick Search detaches the conflicting data.


Essentially, the last edit that you make wins. Search Ads 360 will make whatever changes are needed to avoid data conflicts based on the last edit.

Only included in one table

Note that a table can be included only in one other table. For example, the Location table can be included in the Hotel table or a Restaurant table, but not in both.

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