Appendix - Required bulksheet data for Google Ads accounts

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.

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.

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.

(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.

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.

(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.

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

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

(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.

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.

(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.

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.

(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.

(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.

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.

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.

(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.

(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.

(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.

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.

• 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.

(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

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.

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.

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.

(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.

(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).

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.

(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.

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

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.

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.

The application ID or package name.

(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.

(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.

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

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).

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

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.

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.

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.