Use your business data to manage campaigns

Use business data to automate campaign management

Automatically respond to changes in your business data

If you upload business data that you use to make decisions and apply the data in Search Ads 360, you can write automated rules that automatically respond to changes in the data.

For example, if you advertise for hotels and pause or unpause campaigns based on availability of rooms, you can:

  1. Add availability information to the business data you use to describe each hotel.

  2. Create an automated rule that runs daily and pauses campaigns when a hotel starts to run out of available rooms.

Create automated rules with business data

Overview

Here's the overall process for creating automated rules with business data (the details are below):

  1. Create a report that contains the items you want to manage.
    For example, create a report that shows all of hotel campaigns you want to pause or unpause based on your business data.
  2. Create an automated rule that operates on the items in the report.

Create a report with the items you want to manage

  1. View a report that contains accounts, campaigns, or other items you've applied business data to, either directly or through inheritance.
    For example, if you want the rule to evaluate all hotel campaigns in an advertiser, navigate to the advertiser and click the Campaigns tab.

  2. Optionally view the business data that's been applied. Make sure that the business data you want to monitor has been applied to the items in the report.
    For example, if you want your rule to pause campaigns when the Hotel.Availability attribute is less than 200, add the Hotel.Availability column to the report and make sure it contains data for the campaigns in the report.

For example:

Add the Hotel.Availability column to the report.

Note the following about the report's time range:

  • The report's time range only matters if your rule evaluates metrics or conversions. The business data in a report is always the currently uploaded value regardless of the time range you choose, while metrics and conversions are counted only for the report's time range.
  • The Custom option, which specifies absolute date ranges, is not supported in rules. Only relative date ranges can be used with rules.
     

Create an automated rule

  1. Click the Rules button, which appears above the reporting table.

  2. Click Create new rule.

  3. In Rule name, name the rule and click Next.

  4. In Conditions:

    1. Click +Attribute or metric.
      The list includes all of the columns you've defined in your business data tables.

      For example, if you've defined business data tables named Hotels and Locations, you'll see these two items in the segment list:

      • Hotels.ID

      • Locations.ID

      You'll also see other columns that you've defined for your business data tables, such as Hotels.Name, Locations.Region, Locations.City, Locations.Neighborhood, and so on.

    2. Select a business data column and specify a condition.
      For example, select Hotel.Availability, select Less than, and enter 100.

    3. Click Preview matching [ads/keywords/campaigns] to see up to 10 items that currently match the conditions.
      Click "Preview matching campaigns"

    4. Click Next.

  5. In Actions and alerts:

    1. Select the actions to apply if the conditions are met.
      If you select Notify only, you will receive an email alert instead of having an action automatically occur.

    2. Next to When to send alerts, specify when you want to receive email:

      • Every time a change is attempted: You'll get an email when a rule started, is evaluated, completes with some change, or a problem occurs.

      • Only if changes occur: You'll get an email only when a rule completes with some change or a problem occurs.

      • Only if there are problems

    3. Optionally update the email addresses that will receive rules alerts.

    4. Click Next.

  6. In Schedule:

    1. If you want to run the rule only once, click At later time and select a time and date.

    2. If you want to run the rule on a regular basis, click Recurring and set up a schedule.

    12am is interpreted as the beginning of the day. For example, if you schedule a rule to start at 12am on Fridays, Search Ads 360 runs the rule as soon as 11:59pm Thursday changes to 12am Friday.

  7. Click Save rule.

Use business data and scheduled edits to update ad copy

In Google Ads, Bing Ads, and Yahoo! Gemini, you can use text parameters to dynamically change ad text based on the keyword that matches a customer's query. To use this feature, you include a placeholder in your ad copy and specify a value for the placeholder when you create or edit keywords.

Instead of manually updating parameter values in keywords, you can specify parameter values in business data and use bulk edits, scheduled edits, or automated rules to copy the values from your business data to your keywords. Learn more.

Next steps

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