Feed management for Google Search

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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.

Starting points

Ready to rock 'n roll?

  • This is about advertising on Google Search for products that are for sale in a WordPress/WooCommerce-site
  • We want to set up a regular Search-campaign for all products in this WordPress-database, with different keyword modifiers and different advertisements
  • The campaign is generated through another MySQL-database, called the dwh, which stands for datawarehouse
  • This WordPress site naturally has a MySQL-database. We have a copy of that database at the same MySQL-server as the dwh - The dwh can access it
  • The output of the dwh, are a bunch of tsv-files (tab separated values). Maybe eventually a whole campaign will be exported as one tsv-file - This would safe quite some uploading.

Template formats

The output of the dwh, should be filled templates, that can be uploaded through the Google Ads-interface.

Campaigns

Example of a campaign template: 

Campaign status	Campaign	Budget name	Currency code	Budget	Budget type	Currency	Status	Optimisation score	Account	Campaign type	Conversions	Cost / conv.	Converted currency code	Cost (Converted currency)/conv.	Impr.	Interactions	Interaction rate	Avg. cost	Avg. cost (Converted currency)	Cost	Cost (Converted currency)	Bid strategy type
Enabled	Bites and Bottles Lokaal	 --	EUR	10.00	Daily	EUR	Eligible	92.50	LunchHuis	Search	0.00	0.00	EUR	 --	75	3	4.00%	0.35	0.35	1.04	1.04	CPC (enhanced)
Paused	Marjon	 --	EUR	6.25	Daily	EUR	Paused	 --	KBE & KBO	Search	0.00	0.00	EUR	 --	0	0	 --	 --	 --	0.00	 --	Maximise clicks
Paused	My Product Listing Ads	 --	EUR	7.50	Daily	EUR	Paused	 --	KBE & KBO	Search	0.00	0.00	EUR	 --	0	0	 --	 --	 --	0.00	 --	Manual CPC
Paused	Starterscampagne	 --	EUR	1.66	Daily	EUR	Paused	 --	KBE & KBO	Search	0.00	0.00	EUR	 --	0	0	 --	 --	 --	0.00	 --	Maximise clicks
Paused	Display - Topics - Beeld	 --	EUR	1.00	Daily	EUR	Paused	 --	KBE & KBO	Display	0.00	0.00	EUR	 --	0	0	 --	 --	 --	0.00	 --	CPC (enhanced)
Enabled	Bites and Bottles Zakelijk	 --	EUR	10.00	Daily	EUR	Eligible	94.70	LunchHuis	Search	0.00	0.00	EUR	 --	4	0	0.00%	 --	 --	0.00	0.00	CPC (enhanced)
Removed	Staart	 --	EUR	1.00	Daily	EUR	Removed	 --	KBE & KBO	Search	0.00	0.00	EUR	 --	0	0	 --	 --	 --	0.00	 --	Manual CPC
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