Upload business events

After business-event columns have been added to your business table, use a bulksheet to upload past and future events into Search Ads 360.

The overall process for adding or editing business events is as follows (the details are in the sections below):

1. Download an editable bulksheet that contains business data tables.

2. In the downloaded bulksheet, add or edit business events.
3. Upload the bulksheet.

Add business events to existing rows in the tables

To add business events:

1. In the downloaded bulksheet, find an item you want to add an event to.
   Continuing the previous example, find the row that specified "Comfy Walkers" in the c:Brand.ID column.

2. Copy the item's row and paste it at the end of the bulksheet.

3. Enter information in all of the business event columns.
   You can leave the other columns in the row just as they are. In a row that specifies an event, Search Ads 360 will ignore columns that aren't defined as event variables or event start and end times.

Edit or remove events

Existing events can't be edited. Instead, you can remove an existing event and create a new one with the changed values.

The command used to remove an event depends on whether you specified start and end dates for the event.

• If you specified dates for an event that you want to remove,  enter remove in the "Action" column. Only the event with  matching dates and the event variable, will be removed. 
  Keep all other values (in other words, Event start time, Event end time, and event variable columns) the same as downloaded from Search Ads 360. If you change any other value, Search Ads 360 won't recognize the event.
• If you didn't specify dates for an event that you want to remove, do the following:
  1. In the "Action" column, enter edit.
  2. In the c:<business data table name>.ID column, enter remove_content.

Example of removing an existing event with dates and adding a new one with a changed variable value. The last row is an example of how to remove an event without dates.

Business event columns

The required columns are:

• Row type: c:<business data table name>, where <business data table name> is the name of the table that includes business-event columns.

• Action: append for adding new events, remove or edit for removing events.

  • When removing events with dates, be sure to specify all columns exactly as they were in the download.

• Event start time: the event start date, written as YYYY-MM-DD

  • Each event requires a distinct start and end time. Overlapping events are not supported.
    Search Ads 360 automatically adds this column to downloaded bulksheets that contain event variable columns.

• Event end time: the event end date (inclusive), written as YYYY-MM-DD

  • Each event requires a distinct start and end time. Overlapping events are not supported.
    Search Ads 360 automatically adds this column to downloaded bulksheets that contain business event columns.

• c:<business data table name>.ID: the item from your business data to which the event is scoped. Make sure this matches an ID you’ve previously uploaded.

• Event variable columns:

  • Event variable columns are specified as c:<business data table>.<column name>

  • Be sure to enter the correct data type (text, decimal or integer) that was specified when the business event was defined.

Here's an example of adding 4 business events to the "Speedy Shoes" and "Comfy Walkers" rows in the Brand business data table:

Table name: Brand

How to set event times

Events start at 12:00 am on the specified start date and end at 11:59 pm on the specified end date. (All times are in the time zone of the Search Ads 360 advertiser, which is set by the Campaign Manager 360 advertiser associated with Search Ads 360).

For example, if “Event start time” is 2016-06-01 and “Event end time” is 2016-07-01, then the event will apply from 12:00 am, June 1 to 11:59 pm, July 1.

You can upload past or future events.

Events cannot overlap

Event dates for a single row of business data cannot overlap. For example, you cannot have both a 10% and 15% sale on the same brand at the same time.

Search Ads 360 automatically merges events under the following conditions:

• Events have adjacent dates (where the end date of one event is the day before the start date of the other event)

• Events have the same values of event variables

For example, these two rows:

Will be merged into this one:

The following two rows are invalid because the date ranges June 1 - July 1 and June 2 - July 2 overlap:

If you tried to upload these two events, Search Ads 360 would report an upload error.