Use your business data to manage campaigns

All business types

To help you get started and give you a few ideas for how your business could benefit from business data, we've provided some examples of using business data. The examples in this article are intended for use by all types of businesses, while the examples in other articles are tailored to specific verticals.

Messaging

Use business data to label campaigns with the types of queries you're trying to trigger. You can then summarize reporting data from each type of campaign, and then segment those reports for additional detail.

For example, create a business data table and add a business data row for each type of query (or use a bulksheet to upload the data):
Business data table that lists types of queries.

In addition to Brand, Generics, and Long-tail, consider adding these query types:

  • Brand + Generics
  • Conquest
  • ShoppingDSA
  • Local store
  • Special events

After you apply rows in this table to your campaigns, you can view "Messaging.ID" on the Dimensions tab and see performance data for each type of query across all campaigns:
Messaging metrics on the Dimensions tab.

How is business data different from labels?

Business data provides a few advantages over labels, such as:

  • Business data is validated. Unlike labels, Search Ads 360 ensures that the business data you apply to items in Search Ads 360 is spelled and punctuated consistently. If you misspell a label or use different punctuation, you'll end up with two separate labels.
     
  • Business data is easy to update as your needs change. If the data that you start out with isn't detailed enough, you can always apply additional details as needed.
     
  • You can segment and group (dimension) reports by business data, which you can't do with labels.

See a comparison of labels and business data.

Audience

Use business data to label campaigns with the Google Ads remarketing list each campaign is targeting. You can then summarize reporting data for each remarketing list in your advertiser, and then segment those reports for additional detail.

For example, create a business data table and add a business data row for each remarketing list (or use a bulksheet to upload the data):
:Business data table that lists remarketing lists.

After you apply rows in this table to your campaigns, you can view "Audience.ID" on the Dimensions tab and see performance data for each remarketing list across all campaigns:
Audience metrics on the Dimensions tab.

Ideas for more detailed business data

If your remarketing lists are fairly granular, such as "Abandoned shopping cart", "Loyalty card members", "Recent purchasers", and so on, you can add another column that organizes the granular lists into broader categories or introduces another dimension into the data. For example, add one of these columns:

  • "Customer type": contains "Retail" or "Wholesale"
    Business data table with an additional column.
  • "Product category": contains categories such as "Sporting goods" or "Lawn and garden".

You can add these columns at any time. That is, you could start out with just the Audience.ID column. If you decide later you need more reporting details, you can add the new columns.

After adding the "Audience.Customer type" column, you can view "Audience.Customer type" on the Dimensions tab and compare performance of "Retail" remarketing lists with "Wholesale" remarketing lists.
Use dimensions to roll up metrics in a business data category.

Target country

If your campaigns target specific countries, you can use business data to report on performance for each country across all accounts in your advertiser.

For example, create a business data table and add a business data row for each target country (or use a bulksheet to upload the data):
List of target countries in a business data table.

After you apply rows in this table to your campaigns, you can view "Target Country.ID" on the Dimensions tab and see performance data for each country across all campaigns in the advertiser:Country performance data in the Dimensions tab.

Ideas for more detailed business data

Add a column that specifies which sales region each country occupies:

  • "Region": Specifies sales regions, such as Europe, Mid East, Americas
    Business data table with multiple columns.

With these two columns, you can see a summary of performance metrics for each sales region, and then segment the summary data for more details:
Use dimensions to summarize metrics in a business data category.

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