About automating ad management using inventory feeds

Last update: 2023-09-29
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Google Ads, Microsoft® Advertising, Yahoo! Japan Ads (delete actions only), and Yandex accounts only

The Campaigns > Advanced (ACM) view for advanced campaign management allows you to automatically create and update ad network account structure and deliver dynamic ads based on data about your product or service inventory. You can upload new files with product data daily or as often as you like, or link directly to a Google or Microsoft® merchant center account. Use the feature to:

  • Build new campaigns from ordered data sources.

  • Dynamically update text and responsive search ads, Google Ads shopping ads, or Microsoft® Advertising shopping ads whenever new data is processed, using dynamic variables for changeable data elements (such as the price or quantity). Each time you change the data, the existing ads are deleted and new ones are created.

  • Automatically pause or remove ad groups, keywords, and ads when stock dips below a specific level, according to a specified end date, or when an existing component is omitted from feed data.

To set up your ads, create inventory feed templates containing variables (placeholders), and then substitute the variables with actual data columns from an uploaded file or a Google or Microsoft® merchant center account that is synced. The variables can also include modifier groups you set up in a file or individual rows in the file to create multiple ads, keywords, campaigns, or ad groups for each applicable row in the data file. For example, if you use a modifier group variable in an ad headline, and the modifier group includes two modifiers (“for cheap,” and “at a discount”), then two separate ads are created for each product — one for each modifier. For Google Ads and Microsoft® Advertising dynamic search ads, you can also include values for ad customizers.

Ad Variation Section of Template Modifiers in Search, Social, & Commerce Feed Contents Resulting Ads
Title: Buy high-end {Product Category} <CheapList>.

Description 1: Huge inventory of {Product Name}.

Description 2: Available at {Discount Percentage}% discount.
Values for modifier group "CheapList":

"for cheap"

"at a discount"
Product Category,Product Name,Discount Percentage
electronics,iPods,10

apparel,Shirts,15

Note: You can separate values with either commas or tabs.
Buy high-end electronics for cheap.
Huge inventory of tablets. Available at 10% discount.

Buy high-end electronics at a discount.
Huge inventory of tablets. Available at 10% discount.

Buy high-end apparel for cheap.
Huge inventory of shirts. Available at 15% discount.

Buy high-end apparel at a discount.
Huge inventory of shirts. Available at 15% discount.

Once you generate the ads, you can optionally review them and then post them to the ad network.

NOTE

To create or edit campaign data in bulk using spreadsheet files, see “About managing campaign data using bulksheets.”

Workflow for managing campaign data using inventory feeds

Google Ads, Microsoft® Advertising, Yahoo! Japan Ads (delete actions only), and Yandex accounts only

Initially, test at least one feed file or account, and then you can fully automate the process or continue to control it at each step:

  1. (Optional) Contact your Adobe Account Team to set up an FTP directory for depositing data files.

    If you use the FTP directory, then the feed service checks for new files every two hours.

    Otherwise, you can manually upload files in the Advanced (ACM) view.

  2. Set parameters for processing feed data.

    If you’re using FTP, don’t automatically post data to the ad networks initially. After you verify the output from your first file and are satisfied with the results, you can change the settings.

  3. Upload a data file to the FTP directory, manually upload a data file in the Advanced (ACM) view, or enable access to a Google or Microsoft® merchant center account.

To manually upload files, you can wait until you create a template that uses the data file.

  1. (Optional) Create groups of modifiers to use as variables in various data fields in feed data templates.

  2. Create one or more templates that use the data columns to create campaigns, ad groups, keywords, and/or ad copies for a specific ad network account.

  3. Propagate feed data through the templates, which substitutes the column names in the template with data in the file or account. Depending on the template options, Search, Social, & Commerce either creates new account structure (campaigns, ad groups, keywords) for the ads using default settings or maps the ads to the existing account structure.

  4. (Optional) Preview the output in the Advanced (ACM) views, and optionally view a summary of the data changes on the Propagations tab.

  5. Post the data to the relevant ad network accounts.

  6. (If you use FTP or a merchant center account to upload your data; optional) After you validate the output from the first feed file, edit the parameters to automatically propagate subsequent data through the associated templates and post it to the relevant ad networks.

  7. (When you have new data files) As necessary, upload new files, propagate the data through templates, and post the data to the relevant ad network. You can optionally propagate and post the data in one step.

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