Use a bulksheet to apply conversion goals to campaigns

If you aren't already using Search Ads 360 bid strategies to recommend or manage bid adjustments for various groups of campaigns, you might want to consider applying a conversion goal to your campaigns. A conversion goal uses the performance history of selected conversions to set or recommend device, location target, and remarketing target bid adjustments based on manually set keyword bids.

Additionally, Search Ads 360 can also use the goal to automatically subdivide (or adapt) location targets, product groups, and remarketing targets.

Learn more about conversion goals. 

A bulksheet enables you to specify a conversion goal and settings for many campaigns rather than applying and selecting the settings in each individual campaign in the Search Ads 360 user interface. 

You can use a bulksheet to specify following settings in Google Ads and Microsoft Advertising campaigns:

• Apply conversion goals to manual campaigns or shopping campaigns.
• Turn on or turn off the adaptive location targets, remarketing target, and adaptive shopping campaigns features.
• Set the Device, Remarketing target, and Location target automated bid adjustment settings. If you select the bid adjustment check boxes, the conversion goal sets the bid adjustments. If you clear the bid adjustment check boxes, the conversion goal only recommends the bid adjustments.
• Turn on or turn off email notifications about adaptive changes in campaigns.

Conversion goals manage different bid adjustments and adaptive targets in Google Ads and Microsoft Advertising campaigns. For example, the location target bid adjustment setting is applicable only in Google Ads campaigns. If you specify the location target bid adjust setting for a Microsoft Advertising campaign in a bulksheet, an error will occur when you try to upload the bulksheet.

Overview of steps to apply conversion goals to campaigns

The overall process for applying conversion goals to Google Ads and Microsoft Advertising campaigns is as follows:

1. In Search Ads 360, navigate to the Bid strategy opportunities tab to note the names of your conversion goals.

   1. In the left navigation panel of an advertiser, click Bid strategies.
   2. Click the Bid strategy opportunities tab
   3. Click the arrow ▼ next to Select conversion goal to display the list.
   4. Record the names of your conversion goals. 
      Note that you can display the list of conversion goals in the Search Ads 360 user interface until you finish updating the bulksheet.  
2. Download an editable bulksheet that contains the campaigns that you want to update.
3. In the downloaded bulksheet, edit the applicable conversion goal setting columns. 
4. Upload the bulksheet into Search Ads 360.

Download an editable bulksheet 

Download an editable bulksheet that contains campaigns:

1. Navigate to a Google Ads or Microsoft Advertising engine account.
   Steps for navigating to an engine account

   1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

   2. Click the navigation bar to display navigation options.

   3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   4. In the "Advertiser" list, click on the advertiser that contains the engine account.

   5. In the "Account" list, click on the engine account.

   6. Click Apply or press the Enter key.

   Search Ads 360 displays the engine account page.

2. Click the Campaigns tab.
3. Optionally use a filter to display only the campaigns you want to apply the conversion goal to or check the boxes of the campaigns that you want to update. 
   Add the Campaign type column to the report to ensure that you're downloading a single type of campaign. This can help ensure that you specify the relevant settings for the campaign type. For example, only in shopping campaigns would you turn on the adaptive product groups setting.
   You can also create new campaigns and specify conversion goal settings in the new campaign.
4. Click the download icon , which appears above the reporting table and make the following selections in the download panel:
   • Scope: Current selection in table
   • Columns: Editable columns (for re-upload)
   • Include types:
     • Campaigns
     • Campaign location targets. (Google Ads campaigns only) If you're going to turn on the adaptive location targets feature, you should also select the Campaign location targets check box to verify that the campaign includes a least one high-level location target that can be subdivided. Each location target is listed in a separate row in the bulksheet.
   • Filters: Include rows with no impressions
5. Click Download.

Search Ads 360 generates the report and either downloads the file to your browser's download directory or sends an email, depending on the delivery option you selected.

If you selected to download a report and the report is very large, it may take a while for Search Ads 360 to generate the report. You can still use Search Ads 360 while the report is generating. A status bar indicates the progress of the report generation. When it's complete, a Download link appears in the status bar. Click the link to download the report.

Apply conversion goals to campaigns

1. In the downloaded bulksheet, apply a conversion goal to a campaign.

   1. In the Action column, enter edit to update an existing campaign.  
      To create a new campaign, copy an existing row to a blank row. Enter create in the Action column and update other columns. Learn more about how to use a bulksheet to create new campaigns.

       

   2. In the Conversion goal name column, enter the name of a conversion goal.

2. Specify any of the other applicable conversion goal-related settings for the campaign.

   • A conversion goal must to applied to a campaign to set any of the other conversion-goal related settings.
   • In Google Ads campaigns, if you turn on the Adaptive location targets setting, we recommend that you also turn on the Location target bid adjustments setting.
   • In Google Ads campaigns, if you turn on the Adaptive remarketing targets setting, we recommend that you also turn on the Remarketing target bid adjustments setting.
   • You can't apply a conversion goal to a campaign that is already managed by a Search Ads 360 bid strategy. You can remove the Search Ads 360 bid strategy and apply a conversion goal.
3. Upload the bulksheet into Search Ads 360.

Conversion goal settings for campaigns

Example

In the following example, in row 1, the settings create a Google Ads manual campaign and apply a conversion goal with the adaptive remarketing target setting and bid adjustment setting turned on. When Search Ads 360 creates or removes a remarketing target, someone will receive a notification.

In row 2, the adaptive remarketing targets setting is  turned off in the shopping campaign. The conversion goal will only recommend remarketing target bid adjustments.

In row 3, a conversion goal is removed from the campaign. Because the conversion goal was used to create adaptive remarketing targets and set remarketing target bid adjustments, remove_content is specified to remove the settings from the campaign.

*Not all required columns are included in the example.