Use your business data to manage campaigns

Add business event columns to a business data table

For each type of business event you want to report and respond to, determine the following:

  • Which business data tables the event applies to.
  • Which variable or variables to update during the event. That is, a discount, additional service, or something else that you change during the event.
  • A data type for the variable. An event variable can be one of the following data types:
    • 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

    If the variable will specify a percent, such as 20%, select the Decimal data type. When you upload events, specify the percent as a decimal. That is upload, .20 for 20%.

    If the variable will specify a mix of numbers and text, such as "20% discount", select the Text data type.

Once you've determined the information in the list above, follow these steps:

  1. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation pane, click Business data.

  3. In the reporting table, select the check box next to a business data table. Then click the Edit details… button above the reporting table.

  4. Define one or more event variables by doing the following under Event columns:

    1. Click the Add event column button.

    2. Enter a name for the column.

    3. Select a data type.

    To remove a column that you've just added, click Remove. Note that once you save the table, you cannot remove columns.

  5. Click Save.

Next steps:

Use bulksheets to upload events. The Search Ads 360 UI doesn't support adding business events.

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