Automating Google AdWords The Right Way

Business Data
Automating Google AdWords the Right Way
PART 1

Table of Content
PART 1 - Standard Text Ads!
!
1. Introduction to Business Data
2. What to use Business data for
3. Creating custom advertising messages for campaigns, ad groups or
keywords
Table of Content
a. Define Your Attributes
b. Define Your Target
c. Upload Business Data on AdWords
d. Customize yours ads
4. Countdown Customizers
a. Global Countdown
b. General Countdown
5. How to set up a custom CSV sheet

Table of Content
Table of Content
PART 2 - Dynamic Remarketing Ads!
!
1. Introduction to Business Data & Display Remarketing
2. Installing the dynamic retargeting tag for your vertical
3. Downloading and customizing your feed
4. Creating customized ads based on your feed
!

1. Introduction to Business Data
The ideal way to automate some of your management work. Create one ad that
automatically includes attributes based on your feed.
!
Dynamic variables include but are not limited to: Model, capacity, start price
and sales end date.
1. Introduction to Business
Data
Group of variables
to insert in your ads
dynamically
Campaign, ad group
or keyword trigger

2. What to use Business Data for
1. Customize Pricing per Keyword
2. Include product features that are customized to the keyword
3. Time sensitive call to actions (you can insert countdowns in your ad)
4. Ideal for large accounts with hundreds / thousands of products
DO NOT USE BUSINESS DATA JUST FOR THE SAKE OF IT!
Would my account benefit from using Business Data Feeds?!
!
You should use this new function only if you see an immediate fit to
your business. It is still good to know more about it but use Data
Feeds only if they deliver an advantage to your business.
What to use Business
Data for

3. Creating custom advertising messages
for campaigns, ad groups or keywords
Creating custom advertising messages allows you to maximize the CTR and
eventually the conversion rate.
Define Your Attributes
You need to decide which factors of your product or service need to be
customized in an automated way. For instance, you might want to create 5 ads
to run across 5 ad groups and change the product model and the price attribute
in your ad dynamically based on the ad group they show up in.
Customize Model
Name and Price
The ad group names are
going to be our trigger.

You can download the standard feed from https://support.google.com/adwords/
answer/6093368#types and will be able to customize all the fields to fit your
needs.
!
Following up with our example of Model and Price customization, we would be
fine with deleting all the unnecessary attributes:

Can I Use Custom Parameters in my Feed?!
!
Yes, you can do that. Google provides you a list of attribute types that
are accepted for you to be able to create custom attributes.

Define Your Target
Defining the target means deciding what element in your account is going to be
the trigger of your feed. You can choose between campaign, ad group, target
keyword, target keyword text and target keyword match type.
What Target Shall I Use?!
!
This depends from case to case. You need to use the target method
that minimizes your manual work, maximizes results and doesn’t
harm quality score.

Define Your Target
Our Example is using ad groups as targets (triggers of our automated ads).
When you work on ad groups your feed should also include the campaign name
or it will be disapproved. Our sample feed file could be formatted as follows:

c. Upload it on AdWords
The first step is going to be accessing your shared library section on Google
AdWords, which is located at the bottom left of your AdWords interface.
Upload it on AdWords
1
2
3
4
5

c. Upload it on AdWords
After clicking on business data you would need to click on “Ad Customizer
Data” and complete the upload process.
Upload it on AdWords
1
2

Customize Your Ads
d. Customize Your Ads
This part of the process is the one that actually allows Google to customize ads
based on Your Attributes. The process consists of inserting custom codes into
your ad text that will retrieve attributes from the feed.
Mixers
This is the custom name
you gave to your data set
Type
This is the attribute name in
the data sheet that you want
to dynamically insert in the
ad.

Customize Your Ads
d. Customize Your Ads
Make sure to not exceed the character limit with the content that will be inserted
in the ad or your custom ad won’t show up. The final result of the custom ad
should respect the character limits that are set by google.
What Happens if I Have Both Custom and Standard Ads?!
!
Google will deliver your ads based on the settings at the campaign
level. A good best practice would be to compare the CPA of custom
VS standard ads.

Countdowns are a great way to generate a sense of urgency. You can set up
two types of countdowns: manual and feed based.
Countdown Customizers
Manual Countdowns
You can set them up with an easy code in your ad. The code should be the
following:
2014/10/20
This is year, month and end
day of your countdown.
09:00:00
End hour, minute and second
of your countdown

Countdowns are a great way to generate a sense of urgency. You can set up
two types of countdowns: manual and feed based.
Feed Based Countdowns
You can set them up with an easy code in your ad. The code should be the
following:
Talks
This is the name of your
uploaded data set.
Event
This is the name of the
attribute including the end
date.

There is a second distinction to keep in mind: Global and General countdowns.
Global Countdowns
This is useful to count a time that is Globally the same, such as an event (it will
start at the same time independently from the time zone). Global countdowns
are based on your account’s timezone.
General Countdowns
This is a countdown that is adjusted to the time zone of the person searching.
For instance, if your campaign targets France and your countdown ends at 9am,
Google will use the French time zone to calculate the time that is left!

There is a second distinction to keep in mind: Global and General countdowns.
How to use Global or General Countdowns
COUNTDOWN
This is the General
Countdown
How do I use the Global Countdown?!
!
Simply replace the word COUNTDOWN with the word
GLOBAL_COUNTDOWN. It’s that easy!

Set up custom
CSV sheets
STEP 1: Download the sample sheet
You can download the standard feed from https://support.google.com/adwords/
answer/6093368#types and will be able to customize all the fields to fit your
needs.
STEP 2: Set up your columns
1. It does not matter the name you give to the custom columns. What matters is
that you use the standard column names for the pre-set fields. Google’s pre-set
fields are on the next slide.

Attribute Function Accepted values
Device preference
Limits a row of data to ads that appear on
smartphones (not tablets or computers)
mobile or all
Scheduling
The days and times of the week you want your ad
customizer to be shown.
Day, start time - end time. If you wanted to
schedule from 9 a.m. to 5 p.m. on Mondays, for
example, you would enter Monday, 09:00 AM -
05:00 PM. If you want to schedule for multiple
days, separate your days with a semicolon. For
example, you could schedule for both Monday
and Tuesday using Monday, 09:00 AM - 05:00 PM;
Tuesday, 09:00 AM - 05:00 PM.
Start date Starts serving the feed item on this date yyyy/mm/dd hh:mm:ss (24 hour time)
End date Stops serving the feed item on this date yyyy/mm/dd hh:mm:ss (24 hour time)
Custom ID
Unique identifying value for a row of data.
AdWords gives each row a value called "Item ID,"
but you might like to create your own custom ID
values that AdWords can recognize.
Any combination of letters and numbers
Set up custom
CSV sheets

2. You can exclude the values that are not of your interest such as the custom ID
and scheduling
!
3. Make sure to include all the targeting columns that are relevant to your
business
Attribute Function Accepted values
Target keyword The keyword that should trigger this row.
Keywords with match type punctuation formatting.
(e.g. [flowers] for exact match). Match type formats
Target keyword text
The keyword that should trigger this row. This
keyword has a match type specified in the "Target
keyword match type" column.
Keywords without match type punctuation
formatting.
Target keyword match type
The match type you want applied to the
corresponding keyword in the "Target keyword text"
column.
broad or phrase or exact
Target ad group The ad group this row's data should be used for. Existing ad group names
Target campaign The campaign this row's data should be used for. Existing campaign names
Set up custom
CSV sheets

4. As mentioned earlier, it is very important to set up your custom attributes to
later use them in the ads. Please consider that the “Attribute Type” name can be
customized as well!
Attribute type Commonly used for Characters allowed Example value
text ProductName Any letters, numbers, or symbols Hiking Shoes
number InventoryCount Any whole numbers 11
price Cost
Any number (including decimals) and
valid currency characters
$24.99
date Timestamp yyyy/MM/dd hh:mm:ss 2014/08/14 17:01:00
Set up custom
CSV sheets

STEP 3: You are ready to upload the file
Once you complete the sheet creation you will be able to update the data sheet
as per our explanation in the previous slides.
Set up custom
CSV sheets
YOU ARE NOW ALL SET :)!

1. Introduction to Business Data &
Display Remarketing
Remarketing is an effective way to generate ROI focused conversions since it
shows ads to people that have visited your site. Business data allows you to
customize display ads to what people have seen on your site… automatically!
John searches for
flight prices: NYC
to SFO.
Google tags and tracks
John’s website visit & shows
a custom ad.
Introduction to
Business Data

1. Introduction to Business Data &
Display Remarketing
What Ads Can Use This New Feature?!
!
This feature can be used only on Dynamic Ads within your ad gallery.
This means that this new feature applies do the display network only.
Introduction to
Business Data

2. Installing the dynamic retargeting tag
for your vertical
You will need to add a tag with some custom parameters for your dynamic ads to work.
Google has a lot of preset tags to use or you can customize it based on your own needs
https://support.google.com/adwords/answer/3103357?hl=en
Introduction to
Business Data
STEP 1: Get the right code for your category
USE A DEVELOPER TO IMPLEMENT THE TAG CORRECTLY

for your vertical
You can get the standard remarketing code from the same page you used for your your
custom parameters.
Installing the Tag
STEP 2: Get the standard remarketing tag
*this is a portion of the code. It still needs a final formatting
This is the custom part of the code.
The code in blue refers to the
standard remarketing tag.

for your vertical
This is something that might result not as straight forward for a non technical person.
Installing the Tag
STEP 3: Have your developer customize and install the tag
“You’ll want to add this snippet of code on every page of your site, just before the </body>
tag. The code should use JavaScript Object Notation (JSON), a format for transmitting
structured data over a network connection. If you already have a standard remarketing tag
and want to start using dynamic remarketing, you can make a few changes to your existing
tag. These changes will let you send additional information to AdWords through your tag.”
YOU NEED CUSTOM PARAMETERS TO CREATE DYNAMIC
ADS OR IT WON’T WORK PROPERLY

3. Downloading and customizing your
feed
You can pick between a custom feed or a pre-set feed if your business type fit any of
Google’s preset categories (https://support.google.com/adwords/answer/6053288):
Creating the Feed
STEP 1: Get the right feed for your category

feed
Customizing the feed
STEP 1: Get the right feed for your category
I am a retailer, what shall I do?!
!
You should simply upload your product feed in your Google Merchant
center account. This feed is perfect for needs.
My business type is not in Google pre-defined categories!
!
You can create a custom feed with your own parameters! Instructions
are shared on the page where you can download pre-set feeds

feed
STEP 2: Insert the proper information in the feed
It is very important to use the proper product IDs in the feed in order to have matching
values in the remarketing tag and in the feed. For instance:

feed
STEP 2: Insert the proper information in the feed
You can now open the CSV file and work on filling the required rows of data. Some columns
are mandatory, some aren’t. For instance, in case you download the travel feed, the columns
to fill are (yellow= mandatory)
*Columns have been placed in 2 rows to allow for image clarity
Columns for the travel industry (partial)
Data Feed
The destination ID has to match the
ID in the remarketing tag

feed
STEP 3: Install the feed
After clicking on business data you would need to click on “Dynamic display ad
feed” and complete the upload process.
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2

4. Creating customized ads based on
your feed
Creating the ads
STEP 1: Go into the right place
You need to enter the remarketing campaign you want to create the dynamic
ads in and click on the following buttons:

your feed
Creating the ads
STEP 2: Select your business category
Just click on the category that you used to create the feed for:

your feed
Creating the ads
STEP 3: Customize your ad
The ads should be ready to go. However, you can customize the content of the
elements of your ad by pulling feed details. For instance:
You will be able to preview results once your feed is installed.

Automating Google AdWords The Right Way

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