Use your business data to manage campaigns

Add columns to a business data table

All business data tables automatically have an ID column, which can contain any string you want. For example, you can use the ID column to name each sales region. If you want the table to contain more data, such as quotas for each sales region, add more columns.

To add columns:

  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 panel, click Business data.

  3. Select the checkbox next to the name of the business data table and click the Edit details... button.

  4. From the Add column list, select a data type.

    The data type list contains the basic data types as well as one entry for each business data table in your advertiser. To include a reference to another table, select the table from the list.
    Example of creating a table

  5. Enter a name for the column.

  6. Click Save.

Once you save or update a table, you can change the table and column names or add new columns, but you can't change a column type.

Next steps:

Data types for columns

Each business data column can contain 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.

Important notes for choosing a column name

The guidelines for column names are the same as for table names, but they're repeated here for your convenience.

  • The name can contain letters, numbers, spaces, and any punctuation other than "." and ":" (period and colon).

  • When you view business data in a Search Ads 360 report, the table name will be prefixed to all of the table's columns, segments, and dimensions as follows: table-name.column-name

    For example, if you create a table named Hotel, you'll see this column, segment, or dimension when you view business data in a Search Ads 360 report:
    Hotel.ID

  • If you use business data in a formula column, the table name will be prefixed to all of the table's columns as follows: c:table-name.column-name

    If you happen to have a formula column with the same name as a Business Data column, Search Ads 360 will always use the value from the formula column.

    For example, if you or someone in your advertiser created a formula column named Car Model.Trim and you include c:"Car Model.Trim" in a formula, Search Ads 360 will use the data from the Car Model.Trim formula column instead of from the Car Model.Trim Business Data column.

  • If you remove a business data table, you can't create a new one with the same name.
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