What Is the PPC Wolf Extension?#

PPC Wolf is an extension for online stores and content websites that automates the creation and management of PPC search ads in Google Ads and Sklik. It works as a data pipeline between Mergado Editor and advertising platforms.

Unlike standard product campaigns created via feeds, PPC Wolf creates campaigns through an API. This allows it to automatically generate ad groups, ads, and keywords directly from the data you have in Mergado.

Who it is for:

Marketing specialists and agencies who manage large numbers of campaigns and need to save time by processing data in bulk.
Online stores that want their ads to always reflect the current price and stock availability of products.
Content websites and magazines that need to advertise categories, product groups, or articles without a traditional e-commerce shopping cart.

Pricing and billing#

Using the PPC Wolf extension is completely free for Mergado Editor users, with no additional charges of any kind.

Use of the extension is tied to one specific online store in Mergado and is free regardless of the volume of data you process, the number of campaigns you create, or which advertising platforms you connect.

Because the extension is free, there is no trial period.

Campaign – The link between a specific project (and product query) from Mergado and one selected advertising platform (Google Ads or Sklik).
Ad group – A structure within a campaign that corresponds to one item from the feed (one item = one ad group) and contains its associated name, ads, and keywords.
Template – A pattern that PPC Wolf uses to automatically generate ad group names, ad texts, and keywords using variables (elements) from the feed.
Variable – Represents a specific element from your feed in Mergado (e.g. %PRODUCTNAME% or %PRICE_VAT%), whose content is not fixed but for each individual item (ad group) takes different values corresponding to the current data in Mergado Editor. When generating ads, PPC Wolf automatically replaces the variable with the specific value from the feed.
Query – A group of products defined in Mergado Editor. It determines which specific items (products, categories, articles) are to be advertised.
Validation – An automated process of checking data before sending it to the advertising platform. It monitors things such as text length, required fields, and other parameters you configure.
Alternative text – Text placed in square brackets after a variable in templates. PPC Wolf uses it as a fallback if the original variable value would exceed the character limit allowed in an ad.
API – The technical interface through which PPC Wolf sends prepared data directly to Google Ads and Sklik accounts. Data is not sent as a file but is written to the advertising platform automatically and continuously.
Audience – A type of connection used to automatically synchronise customer email addresses (e.g. from an order feed) into remarketing lists in advertising platforms.
Draft vs. production mode – Campaign states. In draft mode, a campaign is only generated and reviewed within PPC Wolf. It is not sent to the advertising platform until you have reviewed it and switched it to production mode.

What you need to start using PPC Wolf#

An active project in Mergado Editor with uploaded data (products, categories, or orders).
A connection to an advertising platform:
- For Sklik: an API key obtained from the Sklik account settings.
- For Google Ads: authorisation via a Google account.
For Google Ads, you also need a shared budget and a bidding strategy already set up directly in the Google Ads admin (PPC Wolf cannot create these itself).

Main features#

1. Automatic campaign creation#

Based on your instructions, PPC Wolf automatically creates PPC campaigns with an unlimited number of ad groups, ads, and keywords. It then sends the created campaigns directly to advertising platforms (Sklik or Google Ads) via API. It creates, reviews, sends, continuously updates, and alerts you to errors.

2. Continuous campaign updates#

Whenever a price, stock level, product name, or any other information you use for ad creation changes in Mergado, PPC Wolf automatically reflects those changes in your running PPC campaigns.

3. Audience synchronisation#

PPC Wolf enables the creation of audiences. It automatically uploads customer email addresses (e.g. from an order feed) to remarketing lists in Google Ads and Sklik.

4. Text length validation#

PPC Wolf checks that ads do not exceed the maximum allowed character count, minimising the risk of ads being rejected. In templates, it allows you to use the special format %VARIABLE%[alternative text]. If the actual value of a variable from the feed is too long and would cause an ad to be rejected, PPC Wolf automatically replaces it with the shorter alternative text in square brackets.

5. Advanced diagnostics#

Before sending to Google Ads or Sklik, PPC Wolf validates data and alerts you to any errors. Default validators monitor the basic technical requirements of advertising platforms. Custom validators let you create an unlimited number of specific checks, which you can chain together using a wide range of conditions.

6. Advertising non-product items and sites without a shopping cart#

The extension allows you to advertise a much wider range of content than just standard products. With PPC Wolf, you can also automatically create campaigns for online store categories, product groups, manufacturer pages, as well as articles, catalogues, or for example travel agency offers.

Working in PPC Wolf#

Activate the extension in Mergado Store: I want to activate → select the online store for which you want to enable the extension → Enable.

In the PPC Wolf interface you will see four main sections in the menu: Campaigns, Audiences, Diagnostics, and Ad Systems.

Campaigns#

From this page you can click Create new campaign to launch the campaign creation wizard. Read the complete guide to creating a new campaign.

You will also find a clear list of all created campaigns, which can be filtered by name, advertising platform, status, or other criteria.

Clicking on a specific campaign opens a detailed interface with several tabs:

1. Overview#

This page contains a complete overview of the campaign’s status. After creating a new campaign, you also regenerate, validate, and then send it to the advertising platform from here using the relevant buttons.

2. Diagnostics#

A list of all errors and invalid items that prevent an ad from being sent to the platform.

3. Templates#

A list of templates for generating ad groups, ads, and keywords. You can edit a template you created during the campaign creation wizard and also create and edit additional templates. After editing a template, you need to regenerate the campaign on the Overview tab for the changes to apply to the resulting ad groups.

4. Ad Groups#

An overview of all generated ad groups that are sent to advertising platforms. You can edit ad groups, ads, and keywords here. You can also manually add or delete ad groups.

5. History#

Here you will find the Application log (PPC Wolf’s internal records — adding/removing items, data processing, etc.) and the API log, which is essential for troubleshooting. It contains direct responses from advertising platforms explaining the reasons for any data rejections.

6. Tasks#

This page shows a list of currently running processes, such as data updates or sends, so you can check the current status of a campaign.

7. Validation#

The Validation page is an advanced tool for checking the quality of your data and compliance with your marketing strategy. While basic checks run automatically in the extension, this section gives you full control over exactly what is checked and how.

Validators

Validators are sets of rules that PPC Wolf applies to your data before sending it to the advertising platform. They are divided into:

Default validators – Monitor the basic technical requirements of Google Ads and Sklik, such as maximum text lengths.
Custom validators – Rules you define yourself according to your own methodology (e.g. checking for specific labelling in campaign names or monitoring zero-performance ad groups).

Here you can create, copy from other projects, edit, and manually run custom validators. You can choose from many text conditions (value is empty, multi-word, starts/ends with, contains, matches a regular expression) or numeric conditions (equals, is greater/less than, character count is greater/less than, value is unique). Individual conditions can be combined and chained in various ways, enabling very complex checks.

By checking the Notify on invalid items option, you will receive a notification in the Mergado interface, by email, or in other channels if you use the Mergado Notifications extension.

8. Settings#

Used to change the basic parameters of a campaign or its data sources (projects and queries from Mergado).

Audiences#

Audiences are used for automatically synchronising customer lists for remarketing purposes. Your customers’ email addresses are transferred from your project in Mergado directly to the target advertising platform (Google Ads or Sklik), eliminating the need to manually copy contacts and keeping lists always up to date.

Thanks to Mergado Editor, you can segment customers in detail based on order information (purchase value, location, etc.), which ensures more precise targeting, higher conversion rates, and a better return on ad spend.

On the Audiences page, you can click Create new audience to launch a simple wizard and then manage all created audiences from here.

How to create a new audience#

Identification: Enter the Audience name and optionally an Audience description for easier identification.
Data source: Select the specific Project from Mergado that contains customer and order information. An order feed is most commonly used (e.g. one created with the Mergado Orders extension).
Query: Choose a specific Query that determines which customers should be included in the list. Segmentation into individual queries is done in Mergado Editor, where you can segment audiences in great detail (for example by order value, customer type, delivery country or city, or specific goods purchased).
Element with email addresses: Select the element in the source feed that contains customer email addresses.

Diagnostics#

On the Diagnostics page you will find a complete status overview of all your campaigns. Diagnostics is divided separately for Sklik and for Google Ads, each further organised into the Overview, Campaigns, and Validation tabs.

The main purpose of this page is to ensure that only valid, error-free data that meets both the technical requirements and your marketing strategy is sent to advertising platforms. It enables quick identification of errors that would otherwise lead to ad rejections and allows specialists to enforce their own account setup methodology.

The Overview tab provides a brief summary of campaigns, and the Campaigns tab shows a complete list of all created campaigns.

The Validation tab has the same technical interface and functionality as the Validation tab within a specific campaign, but provides an overall view for all your campaigns in a given advertising platform. While validation within a specific campaign deals with the specific data of one product query, here you perform managerial oversight of the entire account.

In this section you will find the same options for creating (the Create custom validator button), duplicating, chaining, and managing custom validators (including text and numeric conditions and notifications) or running system validators (the Run validators button). You can also copy validators from other projects (clicking the down arrow next to the Create custom validator button reveals the Copy validators button). This is particularly useful for agencies that create a standard set of checks for their clients and then easily transfer those dozens of rules to new projects without having to redefine them.

What can validators monitor?#

Validators cover a wide range of checks, from technical details to performance metrics.

Text checks can monitor, for example:

empty values or excessively long texts,
duplicate keywords,
whether campaign and ad group names match the defined methodology, such as the presence of a specific word in campaigns of a particular type (e.g. the word “mobile” in campaigns for mobile phones).

Numeric and performance checks can monitor, for example:

credit balance, its consumption, and projected trend after deducting costs,
click counts or ad spend for yesterday, the last 7, 30, or 90 days.

This allows specialists to automatically and promptly detect zero-performance ad groups, missing brand campaigns, or incorrectly configured bidding coefficients.

Ad Systems#

The Ad Systems section is the essential starting point for any work in PPC Wolf. It is where you connect the extension to your Google Ads and Sklik accounts, which is a technical prerequisite for PPC Wolf to be able to send generated ad groups directly to advertising interfaces via API.

Find out step by step:

What data PPC Wolf has access to#

PPC Wolf is designed to be maximally transparent and to process only the data it actually needs to do its work. As a general rule, all data that PPC Wolf processes is visible directly in its admin, and no hidden operations run in the background.

If you decide to disable PPC Wolf in Mergado Store, the extension will immediately and irreversibly delete all stored data about your campaigns.

What data PPC Wolf loads#

Mergado API#

The extension loads data only from the project, queries, and associated variables (elements) you have selected. Variable values are loaded only if they are actually used in an ad, keyword, or ad group template. If variables present in the selected project are not used anywhere, PPC Wolf does not download their values at all.

Advertising platforms#

The connection runs directly between PPC Wolf and the selected platform via API. Data is not stored in Mergado or in other extensions. PPC Wolf stores data only for managing campaigns it creates and updates itself. It does not have access to other campaigns (created in the target advertising platform). The extension also does not process campaign performance statistics.

PPC Wolf stores only:

Google Ads – Connection information (API key, account ID), list of budgets and list of bidding strategies for campaign creation, information about ad campaigns, ad groups, ads, and keywords created directly in PPC Wolf, Google Ads API responses (for fixing potential errors).
Sklik – Connection information (API key), information about ad campaigns, ad groups, ads, and keywords created directly in PPC Wolf, Sklik API responses (for fixing potential errors).

What data PPC Wolf does not process or store#

Campaigns outside PPC Wolf – The extension does not have access to campaigns that were not created directly in its interface. It does not affect them in any way and does not store their data.
Performance statistics – PPC Wolf does not process or store any statistics about ad performance, clicks, or conversions.

FAQ#

What is PPC Wolf and what does it do?#

PPC Wolf is a Mergado Editor extension that automatically creates and manages PPC search campaigns in Google Ads and Sklik. It works as a data pipeline between Mergado Editor and advertising platforms. Campaigns are generated via API directly from data you have in Mergado.

Who is PPC Wolf for?#

It is suited for marketing specialists and agencies managing large numbers of campaigns, online stores that want their ads to always reflect current prices and stock levels, and content websites or magazines that need to advertise without a traditional e-commerce shopping cart.

How much does PPC Wolf cost?#

The extension is completely free for Mergado Editor users, with no additional charges. Regardless of data volume, number of campaigns, or connected advertising platforms.

Can I use PPC Wolf for multiple online stores at the same time?#

No. The extension is always tied to one specific online store in Mergado. For each additional online store, you need to activate the extension separately.

What do I need to start using PPC Wolf?#

You need an active project in Mergado Editor with uploaded data and a connection to an advertising platform. For Sklik, an API key from the account settings is sufficient; for Google Ads, authorisation via a Google account is required. For Google Ads, you also need a shared budget and a bidding strategy already set up directly in the Google Ads admin — PPC Wolf cannot create these itself.

What is a template and how does it work?#

A template is a pattern that PPC Wolf uses to automatically generate ad group names, ad texts, and keywords. It contains variables (e.g. %PRODUCTNAME% or %PRICE_VAT%) that PPC Wolf automatically replaces with specific values from the feed for each item individually when generating.

What is a variable and how do I use it in a template?#

A variable represents a specific element from your feed in Mergado whose content is not fixed but takes different values for each individual item. It is written in the format %ELEMENT_NAME% and when generating ads, PPC Wolf automatically replaces it with the current value of that product, such as its name, price, or category.

What is alternative text and when is it used?#

Alternative text is a fallback text placed in a template in square brackets after a variable, in the format %VARIABLE%[alternative text]. If the actual value of the variable from the feed is too long and would cause an ad to be rejected, PPC Wolf automatically replaces it with this shorter alternative text.

Does PPC Wolf automatically update campaigns when data changes in Mergado?#

Yes. Whenever a price, stock level, product name, or any other information used for ad creation changes in Mergado, PPC Wolf automatically reflects those changes in running campaigns.

Does a campaign start being sent to the advertising platform immediately after it is created?#

No. A newly created campaign is first in draft mode, where it is only generated and reviewed within PPC Wolf. It is not sent to the advertising platform until you have reviewed it and switched it to production mode.

Can I advertise things other than products with PPC Wolf?#

Yes. PPC Wolf can also automatically create campaigns for online store categories, product groups, manufacturer pages, articles, catalogues, or for example travel agency offers. It is therefore suited for sites without a shopping cart as well.

What are audiences and how do they work?#

Audiences are used for automatically synchronising customer lists for remarketing purposes. Thanks to PPC Wolf, customer email addresses are transferred from a project in Mergado directly to Google Ads or Sklik, so remarketing lists are always up to date without manually copying contacts.

Can I segment customers in audiences?#

Yes. Segmentation is done in Mergado Editor using queries, where you can divide customers by order value, customer type, delivery country or city, or specific goods purchased, for example.

What are validators and what are they for?#

Validators are sets of rules that PPC Wolf applies to data before sending it to the advertising platform. Default validators monitor basic technical requirements (such as maximum text lengths), while custom validators are defined by you according to your own methodology.

What can custom validators monitor?#

Text checks can monitor empty values, excessively long texts, duplicate keywords, or whether campaign names match your methodology. Numeric and performance checks can monitor credit balance, click counts, or ad spend over various time periods. This allows you to automatically detect zero-performance ad groups, for example.

Can I transfer validators between projects?#

Yes. Validators can be copied from other projects, which is particularly useful for agencies that create a standard set of checks and then easily transfer them to new projects without having to redefine them.

Where in the PPC Wolf interface can I find information about errors and rejected data?#

On the Diagnostics tab within a specific campaign you will find a list of all errors and invalid items. In the History tab you will find direct responses from advertising platforms explaining the reasons for any data rejections.

What data does PPC Wolf have access to?#

PPC Wolf loads only data from the project and queries you have selected in Mergado, and only the values of variables you actually use in templates. It does not have access to campaigns created outside PPC Wolf and does not process performance statistics.

What happens to the data when I disable PPC Wolf?#

If you disable the extension in Mergado Store, all stored data about your campaigns will be immediately and irreversibly deleted.