Feed management for Google Search

How to generate Google Search campaigns from a datawarehouse, you ask? Well, read this article and you will now!

Why use a dwh?

Ah, you have always such good questions! Here are some reasons:

Saves a lot of work

Let me entertain you with an example, based on a webshop with 1,000 products:

• Naturally, we use SKAG, so we would have 1,000 AdGroups
• We'll use three out of the four available Keyword Modifiers: exact match, phrase match and BMM. To keep it not too complicated, we will use BMM with "+"-signs in front of all words. Since we're serious about SKAG, we have different AdGroups for each of these modifiers, which brings us to 3,000 AdGroups in total
• We have 3,000 keywords, one for each Adgroup
• For each AdGroup, we'll have three ads: Two ETAs (Enhanced Text Ads) and one RSA (Responsive Search Ad). That's 9,000 ads in total
• Each ad contains a link to a product. That's 9,000 links that have to be inserted
• RSAs can have up to 15 headlines, 4 descriptions and 2 path fields. That's 22 fields per RSA, or 132,000 fields for the RSAs
• The ETAs only have 3 headlines, 2 description fields and 2 path fields. That's 14,000 fields.

In total:

* 3.000 AdGroups
* 3.000 Keywords
* 9,000 ads with 
* 146,000 fields
  -----------------
* 161.000 entities and fields

And although I usually don't mind doing a repetetive and precise task, I can already feel the RSI coming up, when thinking about such a task.

And when it's e.g., about a shop with 10.000 products, or 100.000 products, the number of entities and fields, scale linearly.

Easy to automate

Most parts of a campaign, are easy to automate. Especially the new responsive search ads are just made for marketing automation: Just generate the 15 headlines and 4 descriptions per ad, and Google Ads can use them in about 31.384.184.832.000 different combinations (=15!*4!) Now you're playing with power!.

Competetive edge

And maybe the most important reason: Although it will take a bit of time, and quite some specific knowledge to build your campaign generating machine, once you have it, it can generate campaigns with such ease, that ordinary humans cannot compete with you. They simply won't have the resources to match your campaigns.