Bulk uploads are a great choice for large-scale automation, as they can handle larger volumes than Ads scripts but without the complexity of the Google Ads API. In this session, Christopher will show what you can update via MCC-level bulk uploads and what not, including restrictions and workarounds.

Different to Ads scripts, the preparation of data has to happen elsewhere: Christopher will explain the Bergzeit approach of preparing all search campaign data in SQL and BigQuery, leveraging the Google Ads Transfer data and the dbt framework for transformations. The full github repository will be shared that you can build your own search automation platform for highly customisable account structure setups, including extensive use of ad customisers via structured data. The common campaign structure considerations will covered step by step. This session will start with the basics of bulk uploads and finish off with advanced tactics.