Appendix - Required bulksheet data for Google Ads accounts

Last update: 2023-09-29
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To create and update Google Ads campaign data in bulk, you can use Search, Social, & Commerce bulksheet files formatted specifically for Google Ads 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.

Following are a table of all available data fields and additional tables indicating which fields are required to add, edit, or delete data for individual entities (such as campaigns and keywords).

All available data fields

The following table describes all available data fields.

For the data fields relevant for account entities, see “Fields required to create, edit, or delete each account component.”

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.”
Field Description
Platform (Included in generated bulksheets for information purposes) The ad platform. Required unless each row includes an "AMO ID" for the entity.
Acct Name The unique name that identifies an ad network account. Required unless each row includes an "AMO ID" for the entity.
Campaign Name The unique name that identifies a campaign for an account.
Campaign Budget A daily spending limit for the campaign, with or without monetary symbols and punctuation. This value overrides but can’t exceed the account budget.
Delivery Method

How quickly to show ads for the campaign each day:

  • Standard (Distributed) (the default for new campaigns): To spread your ad impressions across the day.

  • Accelerated: (Deprecated in October 2019) To display your ads as often as possible until your budget is reached. As a result, your ads may not appear later in the day.

Channel Type

The channels on which to place ads. Specify one or more options:

  • Search (the default for new campaigns): To place ads on the Google Ads search network (including Google Ads search and search partner websites) and optionally also on the Google Ads display network. Note: Campaigns that target both the search network and the display network can’t be added to a portfolio for bid optimization.

  • Display: To place ads only on the Google Ads display network.

  • Shopping: To place shopping ads on Google Ads shopping network (in select countries) and the Google Ads search network (including Google Ads search and search partner websites). To create shopping ads, you must have products in a Google Merchant Center account and allow Search, Social, & Commerce to download data from the account. See “Implement Google Ads shopping campaigns” for more information about the process of creating shopping ads.

Networks

Where to place ads. Specify one or more options:

  • Google Search: Sponsored search listings on the Google Search Network only.

  • Search Partners: Sponsored search listings on Google’s search partners.

  • Content: To place bids for display network listings.

  • All (the default for new campaigns): Targets Google Search, Search Partners, and Content.

DSA Domain Name

(Search Network only; applicable to expanded dynamic search ads only) The root domain (such as example.com) or subdomain (such as shoes.example.com) of the website whose content that the ad network uses to target your dynamic search ads.

Notes:

  • Expanded dynamic search ads target website content, rather than keywords.

  • Your domain must be indexed by the ad network’s organic search index to be targeted.

  • If you don’t specify a domain, then you must create dynamic search targets, which target either all of your website pages or a subset of them, for each ad group.

DSA Domain Language (Search Network only; applicable to expanded dynamic search ads only) The language for the specified website domain. Note: If the domain contains pages in multiple languages and you want to target all of them, create a separate campaign for each language.
GDN Custom Bid Level (Campaigns that target the display network only) How to bid: by Ad Group (the default), Keyword, Placement (website), or None (to reset the existing value). Other dimensions (Age, Gender, Interest and List, Topic, and Vertical) are available from the Google Ads interface. If you’ve used the Google Ads interface to configure bidding by another dimension, that value is shown, but you can’t select or enter those dimensions here.

Note:

  • When you bid by keyword, create tracking templates at the keyword level. Similarly, when you bid by placement, create tracking templates at the placement level. For all other dimensions, create tracking templates at the ad level.

  • When you bid by an unsupported dimension (Age, Gender, Interest and List, or Topic), Search, Social, & Commerce doesn’t optimize bids for the dimension, and all attribution is applied to the ad group.

  • Ads on the search network always use keyword bids.

Campaign Priority

(Shopping campaigns only) The priority with which the campaign is used when multiple campaigns advertise the same product: Low (the default for new campaigns), Medium, or High.

When the same product is included in more than one campaign, the ad network uses the campaign priority first to determine which campaign (and associated bid) is eligible for the ad auction. When all campaigns have the same priority, the campaign with the highest bid is eligible.

Merchant ID (Shopping campaigns and audience campaigns linked to a merchant feed only) The customer ID of the merchant account whose products are used for the campaign.
Sales Country (Shopping campaigns only; read-only for existing campaigns) The country in which the campaign’s products are sold. Because products are associated with target countries, this setting determines which products are advertised in the campaign.
Product Scope Filter (Campaigns using the Google Ads shopping network only) The products in your Google Merchant Center account for which shopping ads can be created for the campaign. You can enter up to seven product dimension and attribute combinations on which to filter your products, using the format dimension=attribute. Separate multiple filters with a “>>” delimiter. For a list of available product dimensions, see “Shopping campaign product filters.”

Example: “CategoryL1=animals>>CategoryL2=pet supplies>>Brand=Acme Pet Supplies”

To delete the existing values, use the value [delete] (including the brackets).

Languages

(Search and Display networks only) The target languages for ads in the campaign.

If you don’t enter a value for either this field or the Geo Targeting field for a new campaign, the currency specified for the account determines the default languages, except that campaigns with currencies that aren’t mapped to specific languages (for example, EUR) are targeted to all languages. If you don’t enter a value for this field but enter a value in the Geo Targeting field for a new campaign, this defaults to All. If you leave this field blank for an existing campaign, the existing value is retained.

To target all languages, enter All. To target specific languages, enter values separated by semi-colons using either Google Ads language names (such as English;Japanese, which will be substituted with the correct numeric codes) or numeric codes (such as 1000;1005). The values aren’t case-sensitive.

Location A geographical location at which to place ads, or for which to exclude ads, for the campaign. If you don’t enter any values for either this field or the Languages field for a new campaign, then the currency specified for the account determines the default locations, except that campaigns with currencies that aren’t mapped to specific locations (for example, EUR) are targeted to all locations. If you don’t enter a value for this field but enter a value in the Languages field for a new campaign, then this defaults to All. If you leave this field blank for an existing campaign, then the existing value is retained.

To target a specific location, use one of Google Ads location names (which are substituted with the correct numeric code) or location codes:

  • Countries/territories: Enter the country/territory names (such as United States;Japan) or the numeric codes (such as 2840;2392).

  • States/provinces/regions: Enter the state/province/region names with the related country/territory abbreviations (such as Tokyo, JP;New York, US) or the numeric codes (such 20636;21167).

  • Non-U.S. cities: Enter the city name, state/province/region name, and country/territory abbreviations (such as Adachi, Tokyo, JP;Kita, Tokyo, JP), or the numeric codes (such as 1028850;1009293)

  • US metro areas: Enter the city names, state names, and country abbreviations (such as Buffalo NY, US;New York NY, US) or the numeric codes (such as 514;501).

To exclude a location, precede the location name or code with a minus sign (-), such as -Japan.

Note: The values aren’t case-sensitive.

Location Type (When you include a Location) The location type.
Device A device type for which bid adjustments are made at the campaign or ad group level: smartphone, tablet, or desktop.
Bid Adjustment

(When you include a Location, Device, or RLSA target) Whether to adjust bids for ads in a specific location, on a specific device type, or with a specific audience target:

  • To use the keyword-level bid (0% difference), enter 0. For new targets, you can also leave this blank.

  • To use a different bid for this target, enter the percentage by which to increase or decrease bids.

    • For location and RLSA targets, valid percentages include from -90 to 900.

    • For device bid adjustments, valid percentages include:

      • (Campaigns)-100 (to not bid for ads on the device type) or from -90 to 900.

      • (Ad groups) -100 for smartphones and tablets (to not bid for the device type), and from -90 to 900 for all device types.

  • (Existing campaigns and ad groups) To use the existing bid adjustment, leave this blank.

Adobe Rec Bid Adjustment (Included in generated bulksheets for information purposes) The read-only bid adjustment that Adobe recommends for campaign-level location target or an RLSA. It’s calculated only when the campaign is in a portfolio with an objective that uses weighted conversion metrics (not the Maximize Clicks objective), and the campaign contains at least two location targets or RLSAs with at least five clicks or 5 USD in cost over the last 90 days.

If you want to manually edit a location target or RLSA to use the recommended value, wait at least two weeks after you create the location target or RLSA to allow for sufficient data collection, and don’t change the value more than once a week.

Device Targets

(Legacy campaign types only) The devices on which the ad may be shown: All, Computers, Smartphones, or Tablets. For new campaigns, the default is All.

Device OS Targets (Google Adwords) (Legacy campaign types only; applicable when the Device Targets include “Smartphones” or “Tablets”) The operating systems on which the ad may be shown: All, Android, iOS, or Palm. For new campaigns, the default is All.

Mobile Carriers (Google Adwords)

(Legacy campaign types only; applicable when the Device Targets include “All” or “Smartphones”) Mobile carriers to which the smartphones may be connected: All, or one or more carriers indicated by <ccarrier code>,<country code> (such as T-Mobile,US) using the list of available carriers and codes for Google Ads. Separate multiple carriers with semi-colons (such as T-Mobile,US;T-Mobile,GB). For new campaigns, the default is All.

Ad Group Name

The unique name that identifies an ad group. The maximum length is 255 characters; trailing blank characters aren’t saved (for example, "Ad Group 1 " is saved as “Ad Group 1”). This field isn’t applicable for campaign-level sitelinks or campaign-level device targets.

Ad Group Type

The ad group type: Discovery (for discovery campaigns only), Display (for display campaigns), Search Dynamic (for expanded dynamic search ads), Search Standard (for search ads), Shopping Product (for shopping product ads), Shopping Showcase (creation and editing not supported), or Unknown.

Max CPC

(CPC campaigns only) The maximum cost per click (CPC), which is the highest amount to pay for an ad click on the ad network, with or without monetary symbols and punctuation. You can set values for ad groups and keywords, product groups, and dynamic search targets. The default for a new keyword is inherited from the ad group level. For product groups, you can set values for the lowest product group tier; the default for a new tier is inherited from the parent tier.

For existing product groups and dynamic search targets in optimized portfolios, updates are effective for only one day and are overwritten during the next optimization cycle.

Max Content CPC

(CPC campaigns only) The maximum content cost per click (CPC), which is the highest amount to pay for an ad click from a display network site, with or without monetary symbols and punctuation. You can set and edit values at the ad group level in campaigns that aren’t placement-targeted.

Audience Target Method

(Campaigns on only the search network, and existing, read-only Gmail campaigns on the display network) Whether to:

  • Target and Bid: To show ads only to users associated with target audiences who also satisfy any other targets for the ad group.

  • Bid Only: To show ads even to people who aren’t associated with target audiences as long as they satisfy other ad group-level targets.

    You may increase the chances that ads are shown to specific audiences, however, by setting higher bids for those audiences.

Keyword The keyword string. The maximum length is 80 characters and no more than 10 words, and it can include only letters, digits, and the following special characters: space # $ & _ - " [ ] ' + . / :

Note:

  • 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.

  • Changing a Google Ads keyword or match type deletes the existing keyword and creates a new one.

Placement (Campaigns using content match only) A placement in the display network on which your ads may be displayed. Specify one of the following:

  • Web site: Enter a valid URL. It can be a top-level domain, first-level subdomain, or domain with a single directory name. The URL can’t include a question mark (?). Examples:
    www.example.com
    example.com
    autos.example.com
    example.com/widgets

  • An ad position on a specific page: Use the format <URL> >> <location,sublocation> (such as finance.google.com >> Company pages,Top right).

  • A topic category: Use the syntax <category::<category> > <subcategory> and so on (such as category::Industries > Energy & Utilities > Oil & Gas).

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

Auto Target Expression

(Required when the campaign setting to “Use my website contents to target my ads” isn’t enabled; optional otherwise) Dynamic search targets for the ad group.

For all targets, use an asterisk (*).

To target up to three dynamic search criteria, use the format <category>=<target>, where <category> can include any of the categories below. Join multiple targets for an individual category with “[blank space] and [blank space]” and join multiple categories with “[blank space] and [blank space]”.

  • Category: To show expanded dynamic search ads for indexed pages with a specific Google Ads content category.

  • URL: To show expanded dynamic search ads for indexed pages with a specific URL, where the value may be included anywhere within the URL.

  • Page Title: To show expanded dynamic search ads for indexed pages with specific text in the page title.

  • Page Content: To show expanded dynamic search ads for indexed pages with specific content.

Example: url=shoes.example.com and page title=footwear

Parent Product Groupings The hierarchy of any parent product groups.

Example: All Products>>ProductTypeL1=a>>ProductTypeL2=b
Product Grouping

The product group (such as “brand=acme” or “All Products”).

Note:

  • When a specified product group doesn’t exist in the Parent Product Groupings hierarchy, Search, Social, & Commerce creates any parts of the hierarchy that are needed.

  • Search, Social, & Commerce automatically creates an “All Products” group when you create an ad group in a Google Ads Shopping campaign with a default bid set to the ad group default bid. Search, Social, & Commerce automatically creates an “Everything Else” group with the ad group default bid at each level of the product group hierarchy. You can still explicitly create these default groups, and either exclude them or change their bids.

  • Each ad group can include up to eight tiers of product groups, including “All Products” and seven other tiers.

Partition Type The partition type for the product group: subdivision (when it has child product groups) or unit (when it has no child product groups).
Match Type

For dynamic search target or product groups: The keyword matching option for the dynamic search target or product group: Dynamic Ad Target (the default for new dynamic search targets), Product Group (the default for new product groups) or Negative Product Group (to exclude a product group).

For keywords: The keyword matching option for the keyword: Broad, Phrase, Exact, or Negative (to exclude a keyword or a placement on the display network); product groups that will be used with shopping ads have a match type of Product Group. If you use Negative, you must also include the match type to be excluded (for example, “Negative Phrase”).

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:

  • Match types aren’t applicable to expanded dynamic search ads, which don’t use keywords.

  • Changing the match type for a Google Ads keyword deletes the existing keyword and creates a new one.

  • For Broad Match Modifier, choose “Broad” and insert a + before any word within the keyword for which close variants are required (such as “+red +shoes” to require close variants of both “red” and “shoes”). Note: Broad match modifiers now have the same matching behavior as phrase match for some languages, and you haven’t been able to create new broad match modifier keywords since July 2021. See Google Ads documentation for more information.

First Page Bid (Included in generated bulksheets for information purposes) The bid required to place an ad on the first page of the search results. This value isn’t posted to the ad network.
Quality Score (Included in generated bulksheets for information purposes) The current quality score that the search engine has assigned to the keyword. This value isn’t posted to the ad network.)
Creative Preferred Devices (Text ads, expanded dynamic search ads, and enhanced sitelinks; optional) The device types on which you prefer to display the ad: All (the default) or Mobile. When Mobile is specified, the network tries to display the ad to mobile device users rather than desktop or tablet users. Otherwise, the network displays the ad on any device type.

Note:

  • Only administrator and Adobe account manager users can edit this setting.

  • The network doesn’t guarantee that it will display the ad on the preferred device type.

  • New enhanced sitelinks can be created only in campaigns with existing enhanced sitelinks or no sitelinks.

Ad Title, Ad Title 2-15 (Expanded text ads and responsive search ads only) The headlines of an ad, each separated by a vertical pipe (
Ad Title 1 Position-Ad Title 15 Position

(Responsive search ads only; optional) A position at which to pin the corresponding ad title: [null] (no value, which makes the ad title eligible for all positions), 1, 2, or 3. For example, if Ad Title Position has a value of 1, then Ad Title appears only in Position 1. By default, all ad titles are null (have no values).

To delete the existing value, use the value [delete] (including the brackets).

Note: You can pin multiple ad titles to the same position. The ad network uses one of the ad titles pinned to the position. Titles pinned to position 3 may not be shown with the ad.

Description Line 1-Description Line 4

(Expanded dynamic search ads, expanded text ads, and responsive search ads only) The body of an ad. The maximum length for each description field is 90 characters or 45 double-byte characters, including any dynamic text (such as the values of keywords and ad customizers).

For responsive search ads, insert an ad customizer using the following format: {CUSTOMIZER.AdCustomizerName:DefaultText}, such as {CUSTOMIZER.Discount:10%}

For expanded dynamic search ads, use Description Line 1 and Description Line 2 only. Note: For this ad type, changing ad copy deletes the existing ad and creates a new one.

You can’t create or edit, but you can delete, expanded text ads, which Google Ads deprecated in June 2022.

For responsive search ads, Description Line 1 and Description Line 2 are required, and Description Line 3 and Description Line 4 are optional. To delete the existing value, use the value [delete] (including the brackets).

Description Line 1 Position-Description Line 4 Position (Responsive search ads only; optional) A position at which to pin the corresponding description: [null] (no value, which makes the description eligible for all positions), 1, 2, or 3. For example, if Description 1 Position has a value of 1, then Description 1 appears only in Position 1. By default, no descriptions are pinned to a position.

To delete the existing value, use the value [delete] (including the brackets).

Note: You can pin multiple descriptions to the same position. The ad network uses one of the descriptions pinned to the position. Descriptions pinned to position 2 may not be shown with the ad.

Display URL The URL that’s included in the ad.

For expanded dynamic search ads, Google Ads generates this value dynamically from the website domain, and you don’t need to enter a value.

For responsive search ads, you don’t need to enter a value. The display URL is automatically extracted from the domain in the final URL. You optionally can customize the URL using the Path 1 and Path 2 fields.

You can’t create or edit, but you can delete, expanded text ads, which Google Ads deprecated in June 2022.

Note: (Accounts with final URLs) The domain names in the display URL and final URL must match.

Display Path 1

(Expanded text ads and responsive search ads only)

(Optional) Text that is added to the display URL that is automatically extracted from the final URL. It’s preceded in the URL by a forward slash (/). A path can’t contain forward slash (/) or newline (\n) characters. The maximum length is 15 characters or 7 double-byte characters.

To insert an ad customizer, use the following formats, where Default text is an optional value to insert when your feed file doesn’t include a valid value:< {CUSTOMIZER.AdCustomizerName:Default text}, such as {CUSTOMIZER.Discount:10%}

For example, if Display Path 1 is “deals,” then the display URL is <display URL>/deals, such as www.example.com/deals.

You can’t create or edit, but you can delete, expanded text ads, which Google Ads deprecated in June 2022.

Display Path 2 A second display path; see the entry for Display Path 1.

Example: If Display Path 1 is “deals” and Display Path 2 is “local,” then the display URL is <display URL>/deals/local, such as www.example.com/deals/local.

You can’t create or edit, but you can delete, expanded text ads, which Google Ads deprecated in June 2022.

Promotion Line (Product listing ads only) An optional promotion line to be included with the product listing in search results. The maximum length is 45 characters.

The promotion line may appear in different locations relative to the ad (such as below the ad) depending on where the ad appears on the page.

Link Name

The sitelink text. It can include up to 25 characters.

For new sitelinks, you must include the campaign name within the sitelink row. For ad group-level sitelinks, you must also include the ad group name.

Note: Existing text of 35 characters are still displayed in ads on desktops and tablets but not on mobile devices.

Mobile App Platform (Google Adwords) (Existing app install ads only) The operating system on which the mobile application runs: Android™ or ios.
Mobile App ID (Google Adwords) (Existing app install ads only)

The application ID or package name.

Mobile App Name (Google Adwords) (Existing app install ads only) The name of the application.
Start Date

(Enhanced sitelinks only) The first date on which bids may be placed for the sitelink, in the advertiser’s time zone and in one of the following formats: m/d/yyyy, m/d/yy, m-d-yyyy, or m-d-yy. The default for new enhanced sitelinks is the current day.

Note: New enhanced sitelinks can be created only in campaigns with existing enhanced sitelinks or no sitelinks.

End Date

(Enhanced sitelinks only) The last date on which bids may be placed for the sitelink, in the advertiser’s time zone and in one of the following formats:  m/d/yyyy, m/d/yy, m-d-yyyy, or m-d-yy. The default is none (no end date).

Note: New enhanced sitelinks can be created only in campaigns with existing enhanced sitelinks or no sitelinks.

Exclude Tablet (Google Adwords) (Existing app install ads only)

(Optional) Prevents Google Ads from displaying the ad to tablet users. Values can include yes and no.

Landing Page Suffix Any parameters to append to the end of final URLs to track information. Example: param2=value1&param3=value2

See “Click-tracking formats for Google Ads.”

Final URL suffixes at lower levels override the account-level suffix. For easier maintenance, use only the account-level suffix unless different tracking for individual account components is necessary. To configure a suffix at the ad group level or lower, use the Google Ads editor.
Tracking Template The tracking template, which specifies all off-landing domain redirects and tracking parameters and embeds the final URL in a ValueTrack parameter. The tracking template at the most granular level (with keyword as the most granular) overrides the values at all higher levels.

For Adobe Advertising conversion tracking, which is applied when the campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically appends its own redirect and tracking code when you save the record.

For third-party redirects and tracking, enter a value. For a list of ValueTrack parameters to indicate final URLs in tracking templates, see the “Tracking template only” parameters in the section on “Available ValueTrack Parameters” in the Google Ads documentation.

To delete the existing value, use the value [delete] (including the brackets).
Base URL/Final URL The landing page URL to which search engine 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 those at the ad level and higher.

To delete the existing value, use the value [delete] (including the brackets).
Destination URL (Included in generated bulksheets for information purposes; not posted to the search engine) For accounts with destination URLs, this 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 is based on the tracking parameters in your account settings and campaign settings. If you appended search engine-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 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, you must upload the bulksheet file using the Generate Tracking URLs option.
Creative Type The ad format: Text ad, Expanded text ad, Dynamic search ad (deprecated ad type), Expanded Dynamic Search ad, Display ad, App Install ad (deprecated), Image, Product ad (shopping ads), or Responsive search ad. The default for new ads is Text ad.

Required to create or edit the status of a product ad.
Param1

The numeric value of the {param1} ad parameter, which can be included in the ad copy or display URL for any ad in the bulksheet file. The maximum length is 25 characters, and you may include the following nun-numeric characters:

  • The value can be preceded or appended with a currency symbol or code. For example, £2.000,00 and 2000GBP are valid.

  • The value can include a comma (,) or period (.) as a separator, with an optional period (.) or comma (,) for fractional values. For example, 1,000.00 and 2.000,10 are valid.

  • The value can be prefixed or appended with a percent sign (%), plus sign (+), or minus sign (- ). For example, 20%, 208+, and -42.32 are valid.

  • Two numbers can be embedded with a forward slash. For example, 4/1 and 0.95/0.45 are valid.

To delete the existing value, use the value [delete] (including the brackets).

Param2 The numeric value of the {param2} ad parameter, which can be included in the ad copy or display URL for any ad in the bulksheet file. See the entry for Param1 for more information.
Audience The remarketing list for search ads (RLSA) target audience or excluded audience for the campaign or ad group. Specify whether it’s a target or exclusion in the “Target Type” field.
Target Type (When an Audience is specified) Whether the specified audience is an Inclusion (target) or Exclusion.
Campaign Status The display status of the campaign: Active, Paused, Ended (not editable), 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 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 The display status of the keyword: Active, Paused, or Deleted (existing keywords only). The default for new keywords is Active. To delete an active or paused keyword, enter the value Deleted.
Ad Status The display status of the ad: Active, Deleted (existing ads only), Disapproved (not editable), or Paused. The default for new ads is Active. To delete an active or paused ad, enter the value Deleted.
Placement Status The status of the website placement: Active, Paused, or Deleted (existing ads only). The default for new websites is Active. To delete an active or paused placement, enter the value Deleted.
Target Status The status of a dynamic search target: Active, Paused, or Deleted (existing targets only). The default for new targets is Active. To delete an active or paused target, enter the value Deleted.
Product Group Status The display status of the product group: Active or Deleted (existing product groups only). The default for new product groups is Active. To delete an active product group, enter the value Deleted.
Sitelink Status The display status of the sitelink: Active or Deleted (existing sitelinks only). The default for new sitelinks is Active. To delete an active sitelink, enter the value Deleted.
Location Status 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.
RLSA Target Status The status of the campaign- or ad group-level RLSA target or exclusion: Active or Deleted (existing targets only). The default for new targets or exclusions is Active. To delete an active target or exclusion, enter the value Deleted.
Device Target Status

The status of the campaign- or ad group-level device target: Active or Deleted. For new campaigns and ad groups, the default is Active.

[Advertiser-specific Label Classification] (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. Label classifications for product groups are applied to the unit (most granular) level.

Neither the classification name nor the classification value is case-sensitive.
Constraints 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 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 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 campaign name, unless the row includes an “AMO ID” for the ad group.
Keyword ID 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, unless the row includes a) sufficient property columns to identify the keyword or b) an “AMO ID”."
Ad ID

The unique ID that identifies an existing ad. In CSV and TSV files, it must be preceded by a single quote (').[1:3] For responsive search ads, either the Ad ID or AMO ID is required to edit or delete ad data. For all other entity types, the Ad ID is required only when you change the ad status, unless the row includes a) sufficient ad property columns to identify the ad or b) an “AMO ID”." However, if you include neither the Ad ID nor AMO ID, and the ad property columns match multiple ads, then the status for only one of the ads changes.

Note: If you edit a) ad property columns except Status for an existing ad or b) any data for a responsive search ad, and you include neither the Ad ID nor AMO ID, then a new ad is created, and the existing ad isn’t changed.

Placement ID The unique ID that identifies a website placement. Required only when you change or delete the placement, unless the row includes a) sufficient property columns to identify the placement or b) an "AMO ID"."
Target ID The unique ID that identifies an existing auto target. Required only when you change or delete the auto target, unless the row includes an "AMO ID" for the target.
Product Group ID The unique ID that identifies an existing product group. In CSV and TSV files, it must be preceded by a single quote (').[1:4] Required only when you change or delete the product group, unless the row includes a) sufficient property columns to identify the product group or b) an “AMO ID”."
Sitelink ID The unique ID that identifies an existing sitelink. In CSV and TSV files, it must be preceded by a single quote (').[1:5] Required only when you change or delete the sitelink, unless the row includes a) sufficient property columns to identify the sitelink or b) an “AMO ID”." However, if you include neither Sitelink ID nor AMO ID, and the property columns match multiple sitelinks, then the status for only one of the sitelinks changes.

Note: If you edit sitelink property columns except Status for an existing sitelink, and you include neither the Sitelink ID nor AMO ID, then a new sitelink is created, and the existing sitelink isn’t changed.

RLSA Target ID The unique ID that identifies an existing campaign- or ad group-level RLSA target or exclusion. In CSV and TSV files, it must be preceded by a single quote (').[1:6] Required only when you change or delete the target or exclusion, unless the row includes an “AMO ID” for the target.
Device Target ID

The unique ID that identifies an existing campaign-level or ad group-level device target or exclusion. In CSV and TSV files, it must be preceded by a single quote (').[1:7] Required only when you change or delete the target, unless the row includes an “AMO ID” for the target.

AMO ID (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 (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 EF Errors files. This value isn’t posted to the ad network.
SE Error Message (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.
Exemption Request (Included in generated bulksheets for information purposes) Placeholder for displaying the names and text of any Google Ads advertising policies that an ad violates.
Retail Hash (Included for information purposes in bulksheets generated using Advanced Campaign Management) An alphanumeric hash code (such as f9639f40cdf56524b541e5dacf55a991) that indicates the item was generated using the Advanced (ACM) view.

Fields required to create, edit, or delete each account component

The following sections include the fields relevant to specific account entities.

NOTE

When a field isn’t applicable to an action, any value entered in the field is ignored.

Campaign fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Campaign Budget Required to create a campaign.
Delivery Method Required to create a campaign.
Channel Type Required to create a campaign.
Networks Required to create a campaign.
DSA Domain Name Required to create a campaign on the search network that will have dynamic search ads.
DSA Domain Language Required to create a campaign on the search network that will have dynamic search ads.
Campaign Priority Required to create a shopping campaign.
Merchant ID Required to create a shopping campaign.
Sales Country Required to create a shopping campaign.
Product Scope Filter (Shopping campaigns) Optional
Languages Optional
Device Targets Optional
Device Targets (Google Adwords) Optional
Mobile Carriers (Google Adwords) Optional
Audience Target Method n/a
Landing Page Suffix Optional
Tracking Template Optional
Campaign Status Required only to delete a campaign.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Required only when you change the campaign name, unless the row includes an "AMO ID" for the campaign.
AMO ID 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.

Ad group fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Networks n/a
GDN Custom Bid Level Optional
Ad Group Name Required
Ad Group Type Required to create an ad group.
Max CPC Optional
Max Content CPC Optional
Audience Target Method Required
Tracking Template Optional
Ad Group Status Required only to delete an ad group.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Ad Group ID Required only when you change the ad group name, unless the row includes an "AMO ID" for the ad group.
AMO ID 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.

Keyword fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Max CPC Optional
Keyword Required
Match Type A value for either the match type or keyword ID is required to edit or delete a keyword with multiple match types.
Tracking Template Optional
Base URL/Final URL Optional
Custom URL Param Optional
Param1 Optional
Param2 Optional
Keyword Status Required only to delete a keyword.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Optional
Ad Group ID Optional
Keyword ID Required only when you edit or delete the keyword, unless the row includes a) sufficient property columns to identify the keyword or b) an “AMO ID.”
AMO ID 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.

Placement fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Max Placement CPC (Google Adwords) Optional
Max Placement CPM (Google Adwords) Optional
Placement Required
Match Type Required
Tracking Template Optional
Base URL/Final URL Optional
Custom URL Param Optional
Placement Status Required only to delete a placement.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Optional
Ad Group ID Optional
Placement ID Required only when you edit or delete the placement, unless the row includes a) sufficient property columns to identify the placement or b) an “AMO ID.”
AMO ID 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.

Expanded dynamic search ad

This ad type is now called “dynamic search ad” in Google Ads. For more information about creating dynamic search ads, see “Implement Google Ads dynamic search ads.”

For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Creative Preferred Devices Optional
Description Line 1-Description Line 2 Required to create an ad or edit the description. Note: For this ad type, changing ad copy deletes the existing ad and creates a new one.
Display URL Required
Tracking Template Optional
Creative Type Required to create or edit the status of a product ad.
Ad Status Required to delete an ad.
[Advertiser-specific Label Classification] Optional
Campaign ID Optional
Ad Group ID Optional
Ad ID Required only when you change the ad status, unless the row includes a) sufficient ad property columns to identify the ad or b) an “AMO ID.” However, if you include neither the Ad ID nor AMO ID, and the ad property columns match multiple ads, then the status for only one of the ads changes.
AMO ID 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.

Product listing/shopping ad fields

For more information about creating shopping ads, see “Implement Google Ads shopping campaigns.”

For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Promotion Line Optional
Tracking Template Optional
Base URL/Final URL Optional
Custom URL Param Optional
Creative Type Required to create or edit the status of a product ad.
Ad Status Required to delete an ad.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Optional
Ad Group ID Optional
Ad ID Required only when you change the ad status, unless the row includes a) sufficient ad property columns to identify the ad or b) an “AMO ID.” However, if you include neither the Ad ID nor AMO ID, and the ad property columns match multiple ads, then the status for only one of the ads changes.
AMO ID 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.

Responsive search ad fields

For this ad type, use the “Responsive Search Ad” row in the Download Bulksheet dialog.

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Ad Title, Ad Title 2-15 For responsive search ads, Ad Title, Ad Title 2, and Ad Title 3 are required to create an ad, and all other ad title fields are optional. To delete the existing value for a non-required field, use the value [delete] (including the brackets).
Ad Title 1 Position-Ad Title 15 Position Optional
Description Line 1-Description Line 4 For responsive search ads, Description Line 1 and Description Line 2 are required to create an ad, and Description Line 3 and Description Line 4 are optional. To delete the existing value, use the value [delete] (including the brackets).
Description Line 1 Position-Description Line 4 Position Optional
Display Path 1 Optional
Display Path 2 Optional
Tracking Template Optional
Base URL/Final URL Required to create an ad.
Custom URL Param Optional
Creative Type Optional
Ad Status Required to delete an ad.
[Advertiser-specific Label Classification] Optional
Campaign ID Optional
Ad Group ID Optional
Ad ID Required to edit or delete ads unless the row includes an “AMO ID.”
AMO ID Required to edit or delete ads unless you include the Ad ID.

Text ad fields

For this ad type, use the “Creative (except RSA)” row in the Download Bulksheet dialog.

For a description of each data field, see “All available data fields.”

NOTE

Expanded text ads were deprecated in June 2022. You can only delete existing text ads.

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Creative Preferred Devices Read-only
Ad Title, Ad Title 2-3 Read-only
Description Line 1-Description Line 2 Read-only
Display URL Read-only
Display Path 1 Read-only
Display Path 2 Read-only
Tracking Template Read-only
Base URL/Final URL Read-only
Custom URL Param Read-only
Creative Type Optional
Ad Status Required
[Advertiser-specific Label Classification] Optional
Campaign ID Optional
Ad Group ID Optional
Ad ID Required only when you change the ad status, unless the row includes a) sufficient ad property columns to identify the ad or b) an “AMO ID.” However, if you include neither the Ad ID nor AMO ID, and the ad property columns match multiple ads, then the status for only one of the ads changes.
AMO ID 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.

Dynamic search target (auto target) fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Max CPC Optional
Auto Target Expression Required only when the campaign setting to “Use my website contents to target my ads” isn’t enabled.
Match Type Optional
Target Status Required to delete a target
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Optional
Ad Group ID Optional
Target ID Required only when you change or delete the auto target, unless the row includes an “AMO ID” for the target.
AMO ID 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.

Shopping product group fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required
Max CPC Required to create a product group.
Parent Product Groupings Required
Product Grouping Required
Partition Type Required to create a product group.
Match Type Optional
Tracking Template Optional
Base URL/Final URL Required
Product Group Status Required only to delete a product group.
[Advertiser-specific Label Classification] Optional
Constraints Optional
Campaign ID Optional
Ad Group ID Optional
Product Group ID Required only when you change or delete the product group, unless the row includes a) sufficient property columns to identify the product group or b) an “AMO ID.”
AMO ID 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.

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Ad Group Name Required for ad group-level sitelinks. Not applicable for campaign-level sitelinks.
Creative Preferred Devices Optional
Link Name Required
Start Date Optional
End Date Optional
Tracking Template Optional
Base URL/Final URL Required
Sitelink Status Required only to delete a sitelink.
Campaign ID Optional
Ad Group ID Optional
Sitelink ID Required only when you change or delete the sitelink, unless the row includes a) sufficient property columns to identify the sitelink or b) an “AMO ID.” However, if you include neither Sitelink ID nor AMO ID and the property columns match multiple sitelinks, then the status for only one of the sitelinks will changes.

Note: If you edit sitelink property columns except Status for an existing sitelink, and you don’t include either the Sitelink ID nor AMO ID, then a new sitelink is created, and the existing sitelink isn’t changed.
AMO ID 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.

Location target

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Location Required
Location Type Optional
Bid Adjustment Optional
Location Status Required only to delete a location target.
Campaign ID Optional
AMO ID Required to edit or delete the data unless you include the Campaign ID.

Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.

Campaign-level and ad group-level device target fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Device Required to create or edit a device target.
Bid Adjustment Optional
Ad Group Name Required for ad group-level device targets. Not applicable for campaign-level device targets.
Device Target Status Required only to delete a device target.
Campaign ID Optional
Ad Group ID Optional; applicable only for ad group-level device targets.
Device Target ID Required only when you change or delete the target, unless the row includes an “AMO ID” for the target.
AMO ID Required to edit or delete the data unless you include the Device Target ID.

Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID to the ad network.

Campaign-level and ad group-level RLSA target/exclusion fields

For a description of each data field, see “All available data fields.”

Field Required?
Acct Name Required unless each row includes an "AMO ID" for the entity.
Campaign Name Required
Bid Adjustment Optional
Ad Group Name Required for ad group-level targets and exclusions. Not applicable for campaign-level targets and exclusions.
Audience Required to create a new target or exclusion.
Target Type Required to create a new target or exclusion.
RLSA Target Status Required only to delete a target or exclusion.
Campaign ID Optional
Ad Group ID Optional; applicable only for ad group-level targets and exclusions.
RLSA Target ID Required only when you change or delete the target, unless the row includes an “AMO ID” for the target.
AMO ID Required to edit or delete the data unless you include the RLSA Target ID.

Search, Social, & Commerce uses the value to determine the correct identity to edit but doesn’t post the ID 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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