Basics of Tables

Watch this video to understand what a Campaign Suite table is!
deltamethod’s approach for optimizing the search marketing chain involves the automation and generation of campaigns, ad groups, keywords, text ads, sitelinks, negatives and other contents. Tables are the foundation of the automatic generation of such contents. They contain the data, which is going to be combined in order to create the output contents. Typically a table contains contents of a certain semantic group. For example, it makes sense to have a brand table, a category table, a color table and others.

Imagine a campaign of an online store that sells football apparel. Many people would search for football clothing. Booked keywords should be as close as possible to what potential customers are searching for. The following figure represents a simplified example of how a typical combination might look.
buy blue adidas sneakers
Above we have four different classifications: E-commerce, Color, Brand, and Category. Let’s say each of them contains three entries. The four tables can be combined in several ways.
One example is “buy blue Adidas sneakers”. If every entry from every table is connected once with every other entry from every other table, we get 3 x 3 x 3 x 3 = 81 combinations. If we take into account the order of the words, this simple example leads to 24 times as many combinations: 24 x 81 = 1944.

This simple example with a small set of products already leads to more combinations than any SEA marketer could generate manually. deltamethod’s Campaign Suite can easily achieve this task automatically in seconds. Most of our clients use tables with thousands of entries. They use them to generate millions of contents, such as campaigns, ad groups, keywords, text ads and more.

However, not all generated combinations necessarily make sense, e.g. “purchase red Puma football goals”. If the online shop does not offer a certain product or if a product is never searched for, it should be excluded from what the Campaign Suite creates. Eliminating those combinations helps to tidy up the account. This process of reducing unwanted combinations can be done through relations.

The conjunction of several tables is done with templates. This is where ad groups, keywords, text ads are created out of several tables belonging to the template. Clicking on the tab “Campaign management” will lead the user to the overview of tables and templates of the account.

Hint: To get a detailed list of tables or templates, click “Tables” in the upper left corner or “Templates” in the upper right corner to get the detailed list.
Table overview

Inside a table new entries can be added and their values can be defined.
Table detailed view

A typical template looks as follows. Here different tables can be combined in order to create a text ad.
Template detailed view

Imagine to have a template which combines 4 tables (brand, category, color, e-commerce). The Campaign Suite will create an ad group for each combination of the table entries. One example is “buy blue adidas sneakers”. Each table row can have a different status, as defined in the status column of each table. In our example, it can happen that “buy”, “blue” and “adidas” are “active”, while “sneakers” are “deleted”, because they are sold out. The Campaign Suite will give the ad group “buy blue adidas sneakers” the status “deleted”.

The underlying logic is that “deleted” has highest priority, “paused” is second strongest and “active” is weakest in terms of priority.

Example with two tables: