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