Appendix - Required bulksheet data for Baidu accounts

Last update: 2023-11-29
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To create and update Baidu campaign data in bulk, you can use Search, Social, & Commerce bulksheet files formatted specifically for Baidu accounts. You can either a) generate bulk sheet files for existing accounts in the required file format or b) create them manually (see “Supported Bulksheet File Formats” for general information about the supported file formats).

Each bulksheet must include the header fields and corresponding data fields required for the specific operations you want to perform (such as creating an ad). When a field isn’t required, you can omit it from the header and data rows. All custom columns are deleted when you upload the bulk sheet file.

The following are the available header fields and descriptions of the corresponding data fields, as well as more information about which are required to add, edit, or delete data.

Available data fields

The following table shows which fields are required, optional, or not applicable when you add, edit, or delete each type of component record. When a field isn’t applicable to the action, any value entered in the field is ignored.

NOTE
  • The values in all text columns are case-sensitive.
  • When you create a new record and don’t include values for all required data fields, then some of those fields are assigned the specified default values.
  • For fields that aren’t specified below, the default value for the ad network is used.
  • For a list of available bulksheet rows in the Download Bulksheet dialog, see “Bulksheet rows by ad network.”
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Field Campaign Ad Group Keyword Text Ad Location Target Description
Platform n/a n/a n/a n/a n/a (Included in generated bulksheets for information purposes) The ad platform. Required unless each row includes an AMO ID for the entity.
Acct Name Required/Optional R/O Required/Optional Required/Optional Required/Optional (Included in generated bulksheets for information purposes) The ad platform. Required unless each row includes an AMO ID for the entity.
Campaign Name Required Required Required Required Required The unique name that identifies a campaign for an account.
Campaign Budget Required: Create
Optional: Edit or delete
n/a n/a n/a n/a A daily spending limit for the campaign, with or without monetary symbols and punctuation. This value overrides but can’t exceed the account budget.
Location n/a n/a n/a n/a Required A geographical location at which to place ads for the campaign. To exclude a location, prefix the location with a minus sign (-). If you don’t enter specific values for the campaign, all locations are targeted.
Excluded IPs (Baidu) Optional n/a n/a n/a n/a IP addresses of websites on which your ads shouldn’t be displayed. Separate multiple values with commas.
Ad Serving (Baidu) Optional n/a n/a n/a n/a How often to deliver your active ads in relation to one another within an ad group:
  • Rotate (the default for new campaigns): Each of your ads enters the ad auction an approximately equal number of times, allowing Search, Social, & Commerce to score your ads not only on click-through rate but also on conversions.
  • Optimize: The ad network favors ads that have a combination of a high click-through rate and a high quality score. These ads enter the ad auction more often, and over time a single ad is favored. This result may be inconsistent with your business and optimization objectives.
Ad Group Name n/a Required Required Required n/a The unique name that identifies an ad group.
Max CPC n/a O O n/a n/a The maximum cost per click (CPC), which is the highest amount you will pay for an ad click on the search network, with or without monetary symbols and punctuation. You can set values for ad groups and keywords. The default for a new keyword is inherited from the ad group level.
Keyword Optional / n/a Optional / n/a Required n/a n/a The keyword string.

To exclude a keyword at the ad group or campaign level, set the Match Type to Negative. If the row includes the ad group name, the keyword is excluded for the ad group. If the row doesn’t include the ad group name, the keyword is excluded for the entire campaign.

Note:Changing a Baidu keyword deletes the existing keyword and creates a new one with a new keyword ID. You can change the match type, however, without deleting the existing keyword.
Match Type Optional / n/a Optional / n/a Optional: Create
Required/Optional: Edit or delete
n/a n/a The keyword matching option for the keyword: Broad, Exact, Phrase, Negative Broad, or Negative Exact. Define negative keywords at the campaign level or ad group level.

For new keywords, the default is Broad. A value for either the match type or keyword ID is required only to edit a keyword with multiple match types.

Note:You can change the match type for a Baidu keyword without deleting the existing keyword.
Ad Title n/a n/a n/a Required n/a The headline of an ad. The maximum length is 14 double-byte or 28 single-byte characters.

Note: Changing the ad copy deletes the existing ad and creates a new ad with the same properties.
Description Line 1 n/a n/a n/a Required n/a The first line of the body of an ad. The minimum length is four double-byte or eight single-byte characters, and the maximum length is 20 double-byte or 40 single-byte characters.

Note: Changing the ad copy deletes the existing ad and creates a new ad with the same properties.
Description Line 2 n/a n/a n/a Required n/a The second line of the body of an ad. The minimum length is four double-byte or eight single-byte characters, and the maximum length is 20 double-byte or 40 single-byte characters.

Note: Changing the ad copy deletes the existing ad and creates a new ad with the same properties.
Display URL n/a n/a n/a Required n/a The URL displayed in an ad. The maximum length is 35 single-byte characters.
Base URL n/a n/a Optional Required n/a The landing page URL to which end users are taken when they click your ad, including any append parameters configured for the campaign or account.

Base/final URLs at the keyword level override URLs at the ad level and higher.
Destination URL n/a n/a n/a n/a n/a (Included in generated bulksheets for information purposes; not posted to the ad network) For accounts with destination URLs, this value is the URL that links an ad to a base URL/landing page on the advertiser’s website (sometimes via another site that tracks the click and then redirects the user to the landing page). It includes any append parameters configured for the Search, Social, & Commerce campaign or account. If you generated tracking URLs, this value is based on the tracking parameters in your account settings and campaign settings. If you appended ad network-specific parameters, they may be replaced with the equivalent parameters for Search, Social, & Commerce.

For accounts with final URLs, this column shows the same value as the Base URL/Final URL column.
Custom URL Param n/a n/a Optional Optional n/a Data to substitute for the {custom_code} dynamic variable when the variable is included in the tracking parameters for the search account or campaign settings. To insert the custom value in the tracking URL, upload the bulksheet file using the Generate Tracking URLs option.
Campaign Status Optional: Create or edit
Required: Delete
n/a n/a n/a n/a The display status of the campaign: Active, Paused, or Deleted (existing campaigns only). The default for new campaigns is Active. To delete an active or paused campaign, enter the value “Deleted”.
Ad Group Status n/a Optional: Create or edit
Required: Delete
n/a n/a n/a The display status of the ad group: Active, Paused, or Deleted (existing ad groups only). The default for new ad groups is Active. To delete an active or paused ad group, enter the value “Deleted”.
Keyword Status n/a n/a Optional: Create or edit
Required: Delete
n/a n/a The display status of the keyword: Active, Deleted (existing keywords only), Inactive (not editable), Paused (existing keywords only), or Pending(not editable). The default for new keywords is Active.

To delete a keyword, enter the value Deleted.
Ad Status n/a n/a n/a Optional: Create or edit
Required: Delete
n/a The display status of the ad: Active(the default for new ads), Deleted (existing ads only), Disapproved (not editable), Inactive (not editable), Paused, or Pending (not editable).

To delete an ad, enter the value Deleted.
Location Status n/a n/a n/a n/a Optional: Create or edit
Required: Delete
The status of the location target: Active or Deleted (existing locations only). The default for new locations is Active. To delete an active location, enter the value Deleted.
[Advertiser-specific Label Classification] Optional Optional Optional Optional n/a (Named for an advertiser-specific label classification, such as “Color” for a label classification called Color) A value for the specified classification that is associated with the entity. You can include only one value per classification per entity (such as “red” for the “Color” label classification for Campaign A). The maximum length is 100 characters, and the value can include ASCII and non-ASCII characters.

Label classifications and their label values are applied to all child components; new components that are added later are automatically associated with the label.

The classification name and the classification value aren’t case-sensitive.
Constraints Optional Optional Optional n/a n/a A constraint that’s assigned to the entity. You can assign only one constraint per entity.

Constraints are inherited by child entities, so you don’t need to enter values for child entities unless you want to override the inherited values.
Campaign ID n/a: Create
Required/Optional: Edit and delete
Optional Optional Optional n/a The unique ID that identifies an existing campaign. In CSV and TSV files, it must be preceded by a single quote (').[1] Required only when you change the campaign name, unless the row includes an AMO ID for the campaign.
Ad Group ID n/a n/a: Create
Required/Optional: Edit and delete
Optional Optional n/a The unique ID that identifies an existing ad group. In CSV and TSV files, it must be preceded by a single quote (').[1:1] Required only when you change the ad group name, unless the row includes an AMO ID for the ad group.
Keyword ID n/a n/a n/a: Create
Required/Optional: Edit and delete
n/a n/a The unique ID that identifies an existing keyword. In CSV and TSV files, it must be preceded by a single quote (').[1:2] Required only when you change the keyword name, unless the row includes a) sufficient property columns to identify the keyword or b) an AMO ID.
Ad ID n/a n/a n/a n/a: Create
Required/Optional: Edit and delete
n/a The unique ID that identifies an existing keyword. In CSV and TSV files, it must be preceded by a single quote (').[1:3] Required only when you change the keyword name, unless the row includes a) sufficient property columns to identify the keyword or b) an AMO ID.
AMO ID n/a: Create
Optional: Edit and delete
n/a: Create
Optional: Edit and delete
n/a: Create
Optional: Edit and delete
n/a: Create
Optional: Edit and delete
n/a: Create
Optional: Edit and delete
(In generated bulksheets) An Adobe-generated unique identifier for a synced entity. For responsive search ads, the AMO ID is required to edit or delete ads unless you include the Ad ID. To edit data for all other entity types with an AMO ID, the AMO ID is required to edit or delete the data unless you include the entity ID and parent entity ID.

Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.
EF Error Message n/a n/a n/a n/a n/a (Included in generated bulksheets for information purposes) Placeholder for displaying error messages from Search, Social, & Commerce regarding data in the row; error messages are included in EF Errors files. This value isn’t posted to the ad network.
SE Error Message n/a n/a n/a n/a n/a (Included in generated bulksheets for information purposes) Placeholder for displaying error messages from the ad network regarding data in the row; error messages are included in SE Errors files. This value isn’t posted to the ad network.

  1. Excel converts large numbers to scientific notation (such as 2.12E+09 for 2115585666) when it opens the file. To view digits in the standard notation, select any cell in the column and click inside the formula bar. ↩︎ ↩︎ ↩︎ ↩︎

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