How do I edit my downloaded spreadsheet for bulk upload?

• It's a good idea to save a copy of the original spreadsheet before you make changes. A copy of the original spreadsheet allows you to review your previous settings and revert changes if necessary.
• Do not modify or remove the row that contains the column names.
• Do not modify or remove the Format Version row. The number in the Name column must be 5 or 6.
• The following columns are required for every spreadsheet: Type (for example, Campaign, Ad Group, or Keyword), ID, Parent ID, Account ID, and Name (the value in the Name column refers to the format version).

• You can remove columns that are not required, but make sure you keep the columns that are necessary to the change you are making. For example, if you want to pause keywords, you must include the Status column. If you want to create a new campaign, you will need to include all campaign columns.

  Note: To make sure you don't delete any required columns, you could instead hide the unnecessary columns to make navigating the spreadsheet easier.

• Keep your spreadsheet's rows and columns in the same order as in the original downloaded spreadsheet.
• To delete or empty the existing value of an optional field, enter "delete_value" in the appropriate cell of the spreadsheet.
• You do not need to mark or otherwise call out the rows or columns you have added or edited. When you upload your spreadsheet, Microsoft Advertising will compare it to your current data and find the changes. You will then be able to preview the changes before they are made.

To add an ad, keyword, extension, or any other entity:

To remove an ad, keyword, extension, or any other entity:

Each row of your spreadsheet represents a different entity, such as a campaign, ad group, ad, keyword, negative keyword, ad extension, or target. The entities you see in the spreadsheet were determined by the filters and output settings you specified when you set up the query for your bulk download (see Download a spreadsheet for bulk upload for more information).

Exactly which kind of entity a row represents is called out in the first column of the downloaded spreadsheet: the Type column. For detailed explanations of each type and its relevant columns, take a look at this Bing Ads API doc (note: this doc refers to types as "Record types").

Type hierarchy

Types have parent-child relationships with one another. For example, in the following diagram, the keywords and ads are children of the parent "Electronics for Kids" ad group. This ad group in turn is the child (or one of several children) of a campaign.

In your downloaded spreadsheet, child types are always listed below their parent types. The relationship is made clear by the entities' ID and Parent ID column values. For linear cases such as Account-Campaign-Ad group, each entity's ID is unique and its Parent ID is the ID of its parent:

In cases such as ad extensions, entities further down the parent-child chain can have multiple parents. For example, a campaign sitelink extension does not have a unique ID, but instead inherits the ID of the overall sitelink ad extension, and its Parent ID is the campaign's ID. Take a look at the "Adding sitelink extensions through bulk upload" section below for more information.

Adding a parent and a child at the same time through bulk upload

If you want to add, say, a new campaign and new ad groups all at once through bulk upload, how do you associate the child ad groups to the parent campaign without having an ID for the new campaign? You'd use either a logical reference key or a negative reference key:

Logical reference key:

Here's what it would look like in your spreadsheet:

Negative reference key:

Here's what this would look like in your spreadsheet:

Each downloaded spreadsheet comes with columns for all Microsoft Advertising data points. Most columns will be irrelevant—and therefore blank—for any given entity's row. Feel free to delete columns that are blank or unnecessary to your edits, but remember that you must retain the following columns: Type (for example, Campaign, Ad Group, or Keyword), ID, Parent ID, Account ID, and Name.

Sitelink extensions are a type of ad extension. In Microsoft Advertising, you create a sitelink extension and associate it to a campaign or an ad group. Microsoft Advertising considers the overall sitelink extension (called here "Sitelink Ad Extension") the parent of either a Campaign Sitelink Ad Extension or an Ad Group Sitelink Ad Extension, depending on whether it's associated with a campaign or an ad group. The Sitelink Ad Extension is considered the child of the account. This relationship looks like this in a downloaded spreadsheet:

If you want to create a new sitelink extension through bulk upload, you need to add a row for both a Sitelink Ad Extension and either a Campaign Sitelink Ad Extension or an Ad Group Sitelink Ad Extension. What's more, you need to associate the child to the parent Sitelink Ad Extension even though the Sitelink Ad Extension does not yet have an ID. To do this, you'd use a negative reference key:

For example, here's what it would look like to add two new Sitelink Ad Extensions —one associated to an existing campaign, and one to an existing ad group:

Call extensions are a type of ad extension. In Microsoft Advertising, you create a call extension and associate it to a campaign or an ad group.

Location extensions are a type of ad extension. In Microsoft Advertising, you create a location extension and associate it to a campaign or an ad group.

Image extensions are a type of ad extension. In Microsoft Advertising, you update an already created image extension and associate it to a campaign or an ad group.

Callout extensions are a type of ad extension. In Microsoft Advertising, you create a callout extension and associate it to a campaign or an ad group.

Review extensions are a type of ad extension. In Microsoft Advertising, you create a review extension and associate it to a campaign or an ad group.

Structured snippet extensions are a type of ad extension. In Microsoft Advertising, you create a structured snippet extension and associate it to a campaign or an ad group.

Targeting is showing ads only to specific groups of Microsoft Advertising customers by adjusting bids for these groups. Here is how you add targeting through bulk upload:

Audience targeting allows you show ads only to relevant users. Here is how you can add audience associations through bulk upload:

Participation level in Microsoft Audience Ads is set by a bid adjustment at the campaign or ad group level. To adjust your audience ad bid through bulk upload:

Microsoft shopping campaigns make it easier for you to advertise your products from your Microsoft Merchant Center store online.

To create a Microsoft shopping campaign through bulk upload, you'll need to add a row for:

• A new campaign, making sure to:
  1. In the Type column, enter Campaign.
  2. In the Parent ID column, enter the ID of this campaign's account.
  3. In the Campaign column, enter a unique name for this shopping campaign.
  4. In the Time Zone column, enter the time zone of your business or campaign target. See this Bing Ads API doc for a list of possible time zone values.
  5. In the Budget column, enter the amount you want to spend per day on this campaign.
  6. In the Budget Type column, enter DailyBudget.
  7. In the Campaign Type column, enter Shopping.
  8. In the Priority column, enter 0, 1, or 2. This setting helps determine which Microsoft shopping campaign serves ads in the event that two or more campaigns use the catalog feed from the same Microsoft Merchant Center store. The higher numbers are given higher priority.
  9. In the COUNTRY_CODE column, enter the country code that corresponds to the country/region you selected when setting up your Microsoft Merchant Center store. The following country codes are currently supported: AU (Australia), GB (United Kingdom), DE (Germany), FR (France), and US (United States).
  10. In the Store ID column, enter your Microsoft Merchant Center store's ID.
• A new ad group, making sure to:
  1. In the Type column, enter Ad Group.
  2. In the Parent ID column, enter the ID of this ad group's campaign.
  3. In the Campaign column, enter the name of your shopping campaign.
  4. In the Ad Group column, enter a unique name for this ad group.
  5. In the Pricing Model column, enter either CPC (cost per click) or CPM (cost per thousand impressions).
  6. In the Search Network column, enter On.
  7. In the Content Network column, enter Off.
  8. In the Language column, enter a language code that corresponds to the country/region of your Microsoft Merchant Center store and your campaign's COUNTRY_CODE setting. See this Bing Ads API doc for a list of possible language codes.
• One or more Ad Group Product Partitions.

  Note

  An Ad Group Product Partition is part of what is referred to elsewhere in Microsoft Advertising as a "product group." There is a one-to-one relationship between ad groups and product groups. If you were creating a product group in Microsoft Advertising, you would divide it into different levels based on attributes (see Understand and use product groups for more information). These divisions are referred to as Ad Group Product Partitions in bulk upload.

  • In the Type column, enter Ad Group Product Partition.
  • For the root Ad Group Product Partition of your product partition group tree structure:
    1. In the ID column, enter a unique negative number (this is a negative reference key, as discussed above).
    2. Assuming you are creating sub-partitions for this Ad Group Product Partition, in the Sub Type column, enter Subdivision (if you are not subdividing this Ad Group Product Partition, enter Unit). Note: A Subdivision must contain at least two Units.
    3. In the Ad Group column, enter the name of your ad group.
    4. For a Subdivision:
       1. In the Product Condition 1 column, enter All.
       2. Make sure the Product Value 1 column is blank.
       3. Make sure the Parent Criterion ID column is blank.
    5. For a Unit:
       1. Use the product condition and product value columns to identify how to branch your shopping campaign. These columns refer to the optional fields you set up in your catalog feed file, such as brand, condition, product category, product type, and custom label. See the "Product Categories" list in this Bing Ads API doc for more information. Note: Always start with Product Condition 1 and Product Value 1 and go deeper (to 2, 3, 4, etc.) as necessary.
       2. In the Parent Criterion ID column, enter the same negative number as the Subdivision of this Unit.
  • You can subdivide an Ad Group Product Partition up to seven levels deep.
    • For each sub-partition row, enter the root partition's ID number in the Parent Criterion ID column.
    • Each branch of the structure must end with an Ad Group Product Partition with "Unit" in the Sub Type column
    • Every "Unit" Ad Group Product Partition must have a bid (a value in the Bid column), unless it has "TRUE" in its Is Excluded column.
  • For more technical information on setting up Ad Group Product Partitions (and Microsoft shopping campaigns"> in general), see this Bing Ads API doc.

You can get more accurate conversion tracking data by adding the Microsoft Click ID (MSCLKID) to your URLs. To enable auto-tagging of Microsoft Click ID through bulk upload:

• In your downloaded spreadsheet, find the MSCLKID Auto Tagging Enabled column and enter "TRUE" in the cell for each account you want to enable this setting for.