AdWords: Tips to cleaning out old or non-performing items

Part of managing a Google AdWords account is cleaning out old or non-performing items, such as unused ad groups or low search volume keywords. Not all entities are deleted in the same way however, and different methods are outlined below:Use SET operator and change status to DELETED. This approach is used for entities that can […]

Part of managing a Google AdWords account is cleaning out old or non-performing items, such as unused ad groups or low search volume keywords. Not all entities are deleted in the same way however, and different methods are outlined below:

  • Use SET operator and change status to DELETED. This approach is used for entities that can be restored at any time and start serving again. DELETED status isn't permanent in this case and can be changed to ACTIVE in future. For these requests you only need to include the entity's id and its new status. This approach used by: CampaignService; AdGroupService.
  • Use REMOVE operator. This approach is used for entities that're permanently deleted from your account and can't be restored. This operator doesn't guarantee that the entity is completely removed from your account and may remain but in a DELETED or DISABLED state. This approach is used by: AdGroupAdService; AdGroupCriterionService; AdExtensionOverrideService; AdParamService; CampaignAdExtensionService.
  • Use SET operator and exclude entity from the list. This method is used for entities that don't have unique ids but are returned in a list. This process involves retrieving current list, removing entity, and then sending back updated list. This approach is used by CampaignTargetService.

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