To see how advertising performance may be affected by external factors that change frequently, such as product pricing or availability, apply business events to your campaigns and use a feed to keep the business events up to date.
How it works
Like other business data columns, you can set up a business event column to be updated from a feed. When the data in the feed changes, Search Ads 360 automatically updates the value of the business event column.
History of event values
When a change in your feed causes the value of business event column to update, Search Ads 360 creates a past event with these settings:
-
Value: the previous value before the latest update to the feed
-
Start date: the day the previous value was first set
-
End date: the day the value was updated
This gives a timeline of changes in your feed data, which you can see in business events reporting.
Example
For example, consider a feed with an “Availability” column that's updated as follows:
| On this date | "Availability" in the data feed is set to |
|---|---|
| January 1, 2017 | available |
| January 2, 2017 | unavailable |
| January 3, 2017 | unavailable |
| January 4, 2017 | unavailable |
| January 5, 2017 | available |
If the “Availability” column in the feed is used to update a business data column named "My Table.Availability", Search Ads 360 would automatically create two past events:
| Event start time | Event end time | c:My Table.Availability |
|---|---|---|
|
January 1, 2017 |
January 2, 2017 |
available |
|
January 3, 2017 |
January 4, 2017 |
unavailable |
The value of the current event would be set to “available”.
To see how advertising performance may be affected by changes in availability, you do the following:
- Segment the Campaigns tab by "My Table. Availability".
- Set the report's time range to January 1st through January 5th.
For each campaign, the segmented report will show 3 rows:
| Campaign | c:My Table.Availability | Clicks |
|---|---|---|
|
Brand_Search_ComfyWalkers |
available |
1,000 |
|
Brand_Search_ComfyWalkers |
unavailable |
500 |
| Brand_Search_ComfyWalkers | available | 50 |
Learn more about reporting on business events.