How To

Managing Creative Text for Ads

Creative text is the text in your ads on the Search Provider sites. By using ChannelAdvisor to manage your ads' creative text, you can:

  • Manage creative ad text for multiple providers on a single screen
  • Edit or change the status of existing ad copy
  • Bulk upload new creative and edit existing creative with Creative Scheduling. You can also schedule these changes for some point in the future.

 

Prerequisites


You should be familiar with the following topics before continuing:

 

Tasks Related to Advertising Creatives


 

New Creative Uploader/Scheduler – In Beta!

Try our new Creative Uploader now in beta! We have made numerous improvements to our Creative Uploader including:

  • New creative upload dialogue (similar to Keyword grid)
  • Excel-like functionality
  • Upload 1 or bulk creatives at once
  • Schedule ads in future
  • Instant Validation before upload
  • Improved formatting in Error export report

Please give it a try here: Digital Marketing > Marketing Management > Actionable Reporting > Uploads > Google Expanded Text Ads (Beta) or Bing Expanded Text Ads (Beta). Please send us your feedback!

 

How to Add New Creatives

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab. You may select either Ads Performance or Ads Library.
  3. Click Add New Ad. (The Ad drop-down menu allows you to select the provider for the ad)
  4. The New Ad window appears.
    1. Select the status ( Active is selected by default).
    2. Under Provider Details, select:
      1. Ad Type: Expanded Text Ad, or Dynamic Search Ad, App Install Ad (only if you are creating creative text for Mobile App Install ads) or Call Only Ad.
      2. Campaign Name
      3. Ad Group Name (you will only be able to choose from the Ad Groups associated with the Campaign you selected above)
    3. For Expanded Text Ads, under Ad Text, enter the Ad Group Creative, including:
      1. Destination URL: 1024 character limit
      2. Headline 1: 30 character limit
      3. Headline 2: 30 character limit
      4. Path: Uses your final URL domain, two optional path fields, 15 character limit each
      5. Description: 80 character limit
  5. Click Save. Your ad can now be found in the Ads Library tab of Actionable Reporting.

    New Google Ad

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How to Add New Creatives (Yahoo! Gemini)

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab. You may select either Ads Performance or Ads Library.
  3. Click Add New Ad. (The New Ad drop-down menu allows you to select the provider for the ad)
  4. The New Ad window appears.
    1. Select the status ( Active is selected by default).
    2. Under Provider Details, select:
      1. Campaign Name
      2. Ad Group Name (you will only be able to choose from the Ad Groups associated with the Campaign you selected above).
    3. Under Ad Text, enter the Ad Group Creative, including:
      1. Headline: Bing - 25 character limit; Yahoo! Gemini - 50 character limit
      2. Company Name: Yahoo! Gemini - 25 character limit
      3. Display URL: Bing and Yahoo! Gemini both have a 35 character limit
      4. Description: Bing - 70 character limit; Yahoo! Gemini - 150 character limit
      5. Destination URL: Bing - Destination URLs are set to {param1} automatically so that keyword destination URLs are used and tracked when serving ads.
  5. Click Save. Your ad can now be found in the Ads Library tab of Actionable Reporting.

 

How to Add & Track New Dynamic Search Ads (Google)

To add and track Google Dynamic Search Ads, please follow the instructions on the Creating Google Dynamic Search Ad Campaigns page on the SSC.

 

How to Edit Creatives

To change the status of individual ads:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads Library tab.
  3. Use the Filter and Sort options to find the creatives you would like to edit.
  4. Click the checkbox to the left of the ad(s) of which you would like to change the status.
  5. Click the appropriate status button at the top of the Actionable Reporting grid to pause, resume, or delete the ad(s).

To edit the creative text of individual ads:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads Library tab.
  3. Use the Filter and Sort options to find the creatives you would like to edit.
  4. Click on the Edit icon to the left of the creative; the Edit Ad frame appears. Use the options on the page to make appropriate updates to the creative, such as:
    1. Change Status to Active, Paused, or Deleted.
    2. Ad Text changes
    3. Display URL changes
    4. Destination URL changes
    5. Google Only: change Device Preference for either Mobile or All devices.
  5. Click Save.

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How to Upload Creatives in Bulk

ChannelAdvisor's Creative Upload allows you to add new creatives in bulk and update the status of existing creatives in bulk. This can be very useful:

  • when you have created a new campaign or new ad groups, and want to upload a lot of creatives at once instead of entering them one by one in the application.
  • when you want to run temporary creatives for a holiday or special promotion.
  • when you want to set up all of your changes up front and let the system take care of the status changes at some point in the future.

To create the file:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click Uploads, and select Expanded Text Ads from the drop-down menu. The Upload Creatives page opens.
  3. Click the upload template link in the instructions at the top of the page.
  4. Save the template.
  5. Open the new template file by right clicking on the file, and choose to open it with MS Excel. (Alternatively, open MS Excel, choose Open, and select the template file you saved above.)
  6. Fill in the details in the spreadsheet. The upload file must have the following columns with labels in the header row outlined below. The column names must not be changed or deleted.
    • Expanded Text Ads Upload Template
      • Creative ID
      • Headline 1
      • Headline 2
      • Description
      • Path 1
      • Path 2
      • Landing Page
      • Ad Group ID
      • Status
    • Note: For new creatives, values must be included for Ad Group ID and all associated creative fields required by the provider. Creative ID should not be included for new creatives. Alternatively, you may use the Google Expanded Text Ads (Beta) OR Bing Expanded Text Ads (Beta) tool to upload without needing the Ad Group ID. See more info in the Creative Uploader/Scheduler section above.
  7. Save as a Text (Tab delimited) file.

To update the status of an existing creative, there are three ways to tell ChannelAdvisor which creatives to update.

  1. You can edit creatives' statuses one by one within the Actionable Reporting grids of the ChannelAdvisor application. See How to Edit Creatives above for instructions.
  2. You can identify the creative using the Ad ID found on the Ads tab of Actionable Reporting. 
  3. On the spreadsheet, you can fill in the combination of the Ad Group ID, Headline, and Description found on the Ad Groups tab in Actionable Reporting. Only the status on the creative will be updated. Valid status values are Active, Resume, Pause, and Delete.

The table below lists the fields in the upload file and if a value is required or not depending on the update type. The last column outlines the valid values for each field.

Field Required for New Creative Required for Existing Creative based on Ad ID Required for Existing Creative without a Creative ID  Valid Values
AdGroupIDX XChannelAdvisor Ad Group ID, can be accessed by going to Paid Search > Campaigns > Ad Groups
Headline 1X XGoogle - 30 character limit
Bing - 30 character limit
Yahoo! - 40 character limit
Headline 2X XGoogle - 30 character limit
Bing - 30 character limit
DescriptionX XGoogle - 80 character limit
Bing - 80 character limit
Yahoo! - 70 character limit
DisplayURLX  Google - not applicable
Bing - not applicable
Yahoo! - 35 character limit
Path 1, Path 2   Google - optional, 15 character limit each
Bing - optional, 15 character limit each
DestinationURLX  Google - 1024 max
Bing - 1024 character limit
Yahoo! - 1024 character limit
StatusXXXValid values are Pause, Resume, Active, Delete. P, R, A, D, Paused and Deleted can also be used.
Ad ID X ChannelAdvisor Ad ID (called Creative ID in the upload template); can be accessed by going to
Digital Marketing > Marketing Management > Actionable Reporting; You may have to add the
Ad ID column to your view.

 

You can prepare the upload file in Excel but it must be saved as a tab delimited file. To do this in Excel, choose Save As, and select Text (Tab delimited) as the file type. We recommend that you keep your upload files small, separating them by Campaign or Ad Group for two reasons:

  • First, if you want to schedule the file, the entire file is scheduled not the individual creatives.
  • Second, if a single creative in the file fails validation or upload then the entire file fails. We do this because we can't assume that the creatives are independent of one another. For example, if a new creative that needs to be activated fails validation we would not want to pause the other creatives possibly leaving an Ad Group with no active creatives.

Back to top

 

How to Upload the Creatives File

To upload your creatives file:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click Uploads, and select Text Ads from the drop-down menu. The Upload Creatives page opens.
  3. In the Upload Details section:
    1. Select the file format of Tab delimited file created using Microsoft Excel (or select Tab delimited file (non Excel) if another program was used to create your spreadsheet).
    2. Click Choose File and browse for the spreadsheet you created.
    3. Select when to Run Upload:
      1. Select Now: the file will be uploaded and changes will take effect within minutes of upload.
      2. Select at specific date and time: enter Date and Time in the fields provided to schedule the upload at some point in the future. *Please see note below about Scheduled Uploads.
    4. Click Submit.

Please Note: Scheduled uploads will be validated immediately with the provider, and even new creatives created in a paused state, so they can get through the provider's editorial review process. However, the status indicated in your file will not take effect until the scheduled time. Files will only be scheduled for upload if they pass validation with ChannelAdvisor and the provider. If the file passes validation, the creatives will be created in a paused state with the provider immediately. At the scheduled time, the status will be updated to match the status provided in the file. For example, if a file with 3 new active creatives is uploaded today and scheduled for upload in one week, then the 3 creatives will be created in a paused state today. In one week, the status will automatically be flipped to active. If there is an issue changing the status, then you will receive an alert in ChannelAdvisor that there was a problem with processing your file. Examples of validation errors are:

  • If there is a creative for a Google Ad Group and there is no Description2, the file fails.
  • If there is a creative for a Bing or Yahoo! Ad Group and there is a Description2, the file fails.
  • If there is a creative for a Google Ad Group and the Headline is more than 25 characters, the file fails.
  • If the Destination or Display URL is not a valid URL, the file fails.
  • If the domain in the Display URL does not match one of the client's domains, the file fails.
  • Invalid value for Status.
  • Invalid AdGroupID – If the AdGroupID is included in the file but a match is not found, the file fails.
  • Invalid CreativeID – If a CreativeID is included in the file but a match is not found the file fails.
  • Keyword Insertion causes the Description to be too long, the file fails.

Back to top

 

Troubleshooting Upload Errors & Status

To view the status of the files, in ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting. Navigate to Uploads > Scheduled Uploads. This page lists all Creative uploads in either a Pending, Scheduled, In Process, Error, or Complete status. In this view, you can see the number of creatives uploaded and the number of creatives with errors.

To view error details, in ChannelAdvisor, select Digital Marketing > Account Settings > Event Queue. Then, find the file, and click on the link in the Event Errors column to open the Event Errors page. Files in a Scheduled status are files that have been scheduled for upload at a later date. You have the option to delete the file on this page so that the upload changes do not take affect (the scheduled upload does not occur). If a scheduled file with new creatives is deleted, the creatives will remain in ChannelAdvisor in a paused state but the scheduled status change will never happen.

Back to top

Creative text is the text in your ads on the Search Provider sites. By using ChannelAdvisor to manage your ads' creative text, you can:

  • Manage creative ad text for multiple providers on a single screen
  • Edit or change the status of existing ad copy
  • Bulk upload new creative and edit existing creative with Creative Scheduling. You can also schedule these changes for some point in the future.

 

Prerequisites


You should be familiar with the following topics before continuing:

 

Tasks Related to Advertising Creatives


 

New Creative Uploader/Scheduler – In Beta!

Try our new Creative Uploader now in beta! We have made numerous improvements to our Creative Uploader including:

  • New creative upload dialogue (similar to Keyword grid)
  • Excel-like functionality
  • Upload 1 or bulk creatives at once
  • Schedule ads in future
  • Instant Validation before upload
  • Improved formatting in Error export report

Please give it a try here: Digital Marketing > Marketing Management > Actionable Reporting > Uploads > Google Expanded Text Ads (Beta) or Bing Expanded Text Ads (Beta). Please send us your feedback!

 

How to Add New Creatives

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab. You may select either Ads Performance or Ads Library.
  3. Click Add New Ad. (The Ad drop-down menu allows you to select the provider for the ad)
  4. The New Ad window appears.
    1. Select the status ( Active is selected by default).
    2. Under Provider Details, select:
      1. Ad Type: Expanded Text Ad, or Dynamic Search Ad, App Install Ad (only if you are creating creative text for Mobile App Install ads) or Call Only Ad.
      2. Campaign Name
      3. Ad Group Name (you will only be able to choose from the Ad Groups associated with the Campaign you selected above)
    3. For Expanded Text Ads, under Ad Text, enter the Ad Group Creative, including:
      1. Destination URL: 1024 character limit
      2. Headline 1: 30 character limit
      3. Headline 2: 30 character limit
      4. Path: Uses your final URL domain, two optional path fields, 15 character limit each
      5. Description: 80 character limit
  5. Click Save. Your ad can now be found in the Ads Library tab of Actionable Reporting.

    New Google Ad

Back to top

 

How to Add New Creatives (Yahoo! Gemini)

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab. You may select either Ads Performance or Ads Library.
  3. Click Add New Ad. (The New Ad drop-down menu allows you to select the provider for the ad)
  4. The New Ad window appears.
    1. Select the status ( Active is selected by default).
    2. Under Provider Details, select:
      1. Campaign Name
      2. Ad Group Name (you will only be able to choose from the Ad Groups associated with the Campaign you selected above).
    3. Under Ad Text, enter the Ad Group Creative, including:
      1. Headline: Bing - 25 character limit; Yahoo! Gemini - 50 character limit
      2. Company Name: Yahoo! Gemini - 25 character limit
      3. Display URL: Bing and Yahoo! Gemini both have a 35 character limit
      4. Description: Bing - 70 character limit; Yahoo! Gemini - 150 character limit
      5. Destination URL: Bing - Destination URLs are set to {param1} automatically so that keyword destination URLs are used and tracked when serving ads.
  5. Click Save. Your ad can now be found in the Ads Library tab of Actionable Reporting.

 

How to Add & Track New Dynamic Search Ads (Google)

To add and track Google Dynamic Search Ads, please follow the instructions on the Creating Google Dynamic Search Ad Campaigns page on the SSC.

 

How to Edit Creatives

To change the status of individual ads:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads Library tab.
  3. Use the Filter and Sort options to find the creatives you would like to edit.
  4. Click the checkbox to the left of the ad(s) of which you would like to change the status.
  5. Click the appropriate status button at the top of the Actionable Reporting grid to pause, resume, or delete the ad(s).

To edit the creative text of individual ads:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads Library tab.
  3. Use the Filter and Sort options to find the creatives you would like to edit.
  4. Click on the Edit icon to the left of the creative; the Edit Ad frame appears. Use the options on the page to make appropriate updates to the creative, such as:
    1. Change Status to Active, Paused, or Deleted.
    2. Ad Text changes
    3. Display URL changes
    4. Destination URL changes
    5. Google Only: change Device Preference for either Mobile or All devices.
  5. Click Save.

Back to top

 

How to Upload Creatives in Bulk

ChannelAdvisor's Creative Upload allows you to add new creatives in bulk and update the status of existing creatives in bulk. This can be very useful:

  • when you have created a new campaign or new ad groups, and want to upload a lot of creatives at once instead of entering them one by one in the application.
  • when you want to run temporary creatives for a holiday or special promotion.
  • when you want to set up all of your changes up front and let the system take care of the status changes at some point in the future.

To create the file:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click Uploads, and select Expanded Text Ads from the drop-down menu. The Upload Creatives page opens.
  3. Click the upload template link in the instructions at the top of the page.
  4. Save the template.
  5. Open the new template file by right clicking on the file, and choose to open it with MS Excel. (Alternatively, open MS Excel, choose Open, and select the template file you saved above.)
  6. Fill in the details in the spreadsheet. The upload file must have the following columns with labels in the header row outlined below. The column names must not be changed or deleted.
    • Expanded Text Ads Upload Template
      • Creative ID
      • Headline 1
      • Headline 2
      • Description
      • Path 1
      • Path 2
      • Landing Page
      • Ad Group ID
      • Status
    • Note: For new creatives, values must be included for Ad Group ID and all associated creative fields required by the provider. Creative ID should not be included for new creatives. Alternatively, you may use the Google Expanded Text Ads (Beta) OR Bing Expanded Text Ads (Beta) tool to upload without needing the Ad Group ID. See more info in the Creative Uploader/Scheduler section above.
  7. Save as a Text (Tab delimited) file.

To update the status of an existing creative, there are three ways to tell ChannelAdvisor which creatives to update.

  1. You can edit creatives' statuses one by one within the Actionable Reporting grids of the ChannelAdvisor application. See How to Edit Creatives above for instructions.
  2. You can identify the creative using the Ad ID found on the Ads tab of Actionable Reporting. 
  3. On the spreadsheet, you can fill in the combination of the Ad Group ID, Headline, and Description found on the Ad Groups tab in Actionable Reporting. Only the status on the creative will be updated. Valid status values are Active, Resume, Pause, and Delete.

The table below lists the fields in the upload file and if a value is required or not depending on the update type. The last column outlines the valid values for each field.

Field Required for New Creative Required for Existing Creative based on Ad ID Required for Existing Creative without a Creative ID  Valid Values
AdGroupIDX XChannelAdvisor Ad Group ID, can be accessed by going to Paid Search > Campaigns > Ad Groups
Headline 1X XGoogle - 30 character limit
Bing - 30 character limit
Yahoo! - 40 character limit
Headline 2X XGoogle - 30 character limit
Bing - 30 character limit
DescriptionX XGoogle - 80 character limit
Bing - 80 character limit
Yahoo! - 70 character limit
DisplayURLX  Google - not applicable
Bing - not applicable
Yahoo! - 35 character limit
Path 1, Path 2   Google - optional, 15 character limit each
Bing - optional, 15 character limit each
DestinationURLX  Google - 1024 max
Bing - 1024 character limit
Yahoo! - 1024 character limit
StatusXXXValid values are Pause, Resume, Active, Delete. P, R, A, D, Paused and Deleted can also be used.
Ad ID X ChannelAdvisor Ad ID (called Creative ID in the upload template); can be accessed by going to
Digital Marketing > Marketing Management > Actionable Reporting; You may have to add the
Ad ID column to your view.

 

You can prepare the upload file in Excel but it must be saved as a tab delimited file. To do this in Excel, choose Save As, and select Text (Tab delimited) as the file type. We recommend that you keep your upload files small, separating them by Campaign or Ad Group for two reasons:

  • First, if you want to schedule the file, the entire file is scheduled not the individual creatives.
  • Second, if a single creative in the file fails validation or upload then the entire file fails. We do this because we can't assume that the creatives are independent of one another. For example, if a new creative that needs to be activated fails validation we would not want to pause the other creatives possibly leaving an Ad Group with no active creatives.

Back to top

 

How to Upload the Creatives File

To upload your creatives file:

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Click Uploads, and select Text Ads from the drop-down menu. The Upload Creatives page opens.
  3. In the Upload Details section:
    1. Select the file format of Tab delimited file created using Microsoft Excel (or select Tab delimited file (non Excel) if another program was used to create your spreadsheet).
    2. Click Choose File and browse for the spreadsheet you created.
    3. Select when to Run Upload:
      1. Select Now: the file will be uploaded and changes will take effect within minutes of upload.
      2. Select at specific date and time: enter Date and Time in the fields provided to schedule the upload at some point in the future. *Please see note below about Scheduled Uploads.
    4. Click Submit.

Please Note: Scheduled uploads will be validated immediately with the provider, and even new creatives created in a paused state, so they can get through the provider's editorial review process. However, the status indicated in your file will not take effect until the scheduled time. Files will only be scheduled for upload if they pass validation with ChannelAdvisor and the provider. If the file passes validation, the creatives will be created in a paused state with the provider immediately. At the scheduled time, the status will be updated to match the status provided in the file. For example, if a file with 3 new active creatives is uploaded today and scheduled for upload in one week, then the 3 creatives will be created in a paused state today. In one week, the status will automatically be flipped to active. If there is an issue changing the status, then you will receive an alert in ChannelAdvisor that there was a problem with processing your file. Examples of validation errors are:

  • If there is a creative for a Google Ad Group and there is no Description2, the file fails.
  • If there is a creative for a Bing or Yahoo! Ad Group and there is a Description2, the file fails.
  • If there is a creative for a Google Ad Group and the Headline is more than 25 characters, the file fails.
  • If the Destination or Display URL is not a valid URL, the file fails.
  • If the domain in the Display URL does not match one of the client's domains, the file fails.
  • Invalid value for Status.
  • Invalid AdGroupID – If the AdGroupID is included in the file but a match is not found, the file fails.
  • Invalid CreativeID – If a CreativeID is included in the file but a match is not found the file fails.
  • Keyword Insertion causes the Description to be too long, the file fails.

Back to top

 

Troubleshooting Upload Errors & Status

To view the status of the files, in ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting. Navigate to Uploads > Scheduled Uploads. This page lists all Creative uploads in either a Pending, Scheduled, In Process, Error, or Complete status. In this view, you can see the number of creatives uploaded and the number of creatives with errors.

To view error details, in ChannelAdvisor, select Digital Marketing > Account Settings > Event Queue. Then, find the file, and click on the link in the Event Errors column to open the Event Errors page. Files in a Scheduled status are files that have been scheduled for upload at a later date. You have the option to delete the file on this page so that the upload changes do not take affect (the scheduled upload does not occur). If a scheduled file with new creatives is deleted, the creatives will remain in ChannelAdvisor in a paused state but the scheduled status change will never happen.

Back to top

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