When combining table entries, numerous contents are generated, but not all of those combinations might be desired. For example, a particular brand may not be producing shoes. Merchandisers usually don’t want to promote products they don’t sell. Relations are used to ensure only desired table-entry combinations get exported. There are two different kinds of relations. Either set up manual relations (works with 2 tables) or rely on a mapping table . While manual relations only work between two tables, mapping tables can relate any number of tables.
Manual relations must be set up manually. Each table entry can be linked to entries from other tables. While they are simple to understand and to set up, the main drawback is that it’s not possible to remove only a combination like “blue adidas shoes” if this consists of three tables (color, brand, category). Manual relations either allow to remove the combination of “blue” and “adidas” or the combination of “adidas” and “shoes” or the combination of “blue” and “shoes”. They only work between two tables.
Two different approaches allow to achieve the same result: inclusion and exclusion. Without any relation, all possible combinations between tables are generated. Exclusion relations allow to exclude combinations. This means that all but the excluded items will be created. Inclusion relations allow to include items manually. As a result only the included combinations will be generated. For each table column, only one of the types can be selected. In the relations window, the default relation type can be chosen for each of the related columns during the set up of a relation.
Step 1: Add new relation
Inside the destination table click on the button “Relations” and a dialog box will appear.
Click on “Add a new relation”. Inside the dialog box, choose to which external table column you want to relate. Decide whether you want to include or exclude the related entries. Choose the column in which the related column values shall be shown. If you want to use an existing column this column needs to have the column type “list”. Click on “Create new relation”.
Step 2: Manage related entries
Enter all entries in the destination column that should be supported. (For the above example relate ‘Nike’ with ‘Shoes’ and ‘Sneakers’. For ‘Puma’ only relate it with ‘Shoes’ as the adgroup ‘Puma Sneakers’ shall not be generated).
As a result no ad groups for ‘Puma Sneakers’ will be created, because the relation includes only ‘Shoes’.
Mapping relations are based on mapping tables. Mapping tables are lists of all allowed table combinations. In practice, search term mapping tables and product feed tables are used for this purpose. Those are created automatically – either by creating a search term mapping table or by importing an existing product feed into a table. However, it’s also possible to create a mapping table manually. A mapping table must contain one column for each managed table. From each of these columns, a relation must be set up to the name column of the corresponding table. Each column is only allowed to have one list item per field.
For example, if a mapping table shall manage the combination of a brand and a category table, it must have one column for brands and one column for categories. The brand column must be related to the name column of the brand table. The category column of the mapping table must have a relation with the name column of the category table. These relations only have the purpose of telling the Campaign Suite, which table entry belongs to which entry of the mapping table.
Note: If the contents of a mapping table (e.g. a product feed) shall be used in a template, create a new table and connect the same product feed. In the feed wizard, select only the column(s), which contain the desired content and import the feed. Then use this new table in the template. Furthermore, especially mapping tables, which are product feeds are often also used for inventory-based status management. Please note that this is only possible if the product table is not assigned to the template.
Step 1: Mapping table
Example: This mapping table has relations to both, the brand and category table. Each row represents a product, which will be offered. Thus, the according entries from the brand and category tables have to be mapped. In this example only three of all possible combinations will be generated.
Step 2: Apply mapping table to template
Inside the template click on the “Settings” button and on “Relations”. As the contents of mapping tables shall usually not be used for the creation of Keywords or Ads, the best practice is not to assign them to templates. This also ensures they will not be part of the default ad group naming.
Activate the option “Create items only if they are referenced in: ” for the mapping table and save the changes.
Note: In the image above, the manual relation, which was set up earlier, should be deselected to avoid interference of the mapping.