This article has been authored and contributed by Manu Malhotra, Advertising Cloud Consultant - EMEA at Adobe.
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Advanced Campaign Management (ACM) is a unique offering of Adobe Advertising Cloud (previously Adobe Media Optimizer, or AMO) that helps you create and update the Search Engine Account structure with ease. ACM helps in inventory management, creative changes, and automated keyword creation.
The first step is to have a feed mentioning the current inventory specifications. A template, associated with a feed is then created.
This template defines the structure that needs to be created on the search engine.
In the Keywords tab shown below, you can create broad, exact or phrase match type key words using the headers from the left hand menu. You need to mention the initial bid, if it is set for any of the match types. This is valid only till the next time the Advertising Cloud sets bids in the next bid cycle. The bid specified in the Initial Bids section will then get overwritten by Advertising Cloud technology.
Feed Filters is an important section that helps you manage what you want to do with the rows in the feed – you can choose to propagate all rows found in the feed or set some conditions as mentioned below:
Once you save this template, propagation and preview of the feed-template is done which results in creation of bulksheets. It creates the structure listed in the template but does not push the structure to the Search Engine.
These bulksheets can then be posted on the respective search engine accounts.
The feed has to be in one of the three formats - .txt, .csv or .tsv. The feed should have the names of the field in the first row, then the data for that field in the column below. A header row is mandatory, for instance see the example below:
There are broadly two ways to manage the feed. The feed can be manually uploaded or can be linked through Google Merchant Centre account. The feed can however also be placed in a FTP location. ACM gives an option of automating the entire process.
For automatic propagation, we can enable the option – ‘Propagate feed data through all applicable templates’. The option is selected by default. If you disable the option, you can manually propagate data for any feed file or account, or for any template.
In addition, for obsolete item processing, you can instruct Advertising Cloud to perform actions such as delete, pause or none.