When you use a template, a template multiplier and other filters you pick decide how many campaigns, ad groups, and ads are made. This multiplier is needed when you choose to create a new campaign or ad from a template. You don't need a multiplier if you are making new ads and ad groups from an existing campaign.
Understand the multiplier without filtering
In a template, the multiplier specifies the feed columns from which the unique value combinations are derived.
Typically, there are 2 options to choose from to define the multiplier:
- Use feed columns from the campaign/ad group template name formula that is defined at Stage 2 in the template creation flow. (Recommended)
- Alternatively, use custom selected feed columns.
When the template is evaluated, Search Ads 360 creates campaign structure, targeting, and creatives for each unique combination of values it finds in these feed columns if no filters are applied.
For example, a template ad-group name can be defined using the following formula:
f:"brand" & f:"origin_country" & "/" & f:"destination_country"
In this example, the "Flights" feed table contains the following columns of product data supplied by a Search Ads 360 customer, Example Airways.
Example Airways operates 2 brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
| Feed column name | Column description | Column value example 1 | Column value example 2 |
| "product_id" | Flight origin airport international air transport association (IATA) code -destination airport IATA code | CDG-LHR | SEA-CDG |
| "brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
| "availability" | Flight ticket availability | Available | Not available |
| "seats_left" | Number of unsold seats on the flight | 11 | 0 |
| "origin_iata" | Flight origin airport's IATA code | CDG | SEA |
| "origin_name" | Flight departure location | Paris | Seattle |
| "origin_country" | Flight origin country's name | France | USA |
| "destination_iata" |
Flight destination airport's IATA code | LHR | CDG |
| "destination_name" | Flight destination's name | London | Paris |
| "destination_country" | Flight destination country's name | UK | France |
| "price_usd" | The flight price in US dollars | 400 | 900 |
When no filter is applied, for each unique combination of values for "brand"/"origin_country"/"destination_country" identified in this feed, an ad group is created. In this scenario, the multiplier "brand"/"origin_country"/"destination_country" ensures that only two ad groups are created with the following names, as only two unique value combinations are possible:
- Golden Eagle Flights France/UK
- Albatross Flights USA/France
Understand the multiplier with filtering
You can restrict the multiplier's scope using filters. Filters are located above the multiplier at Stage 2 in the template-creation flow. This is recommended for large and complex feeds. Filters are useful if you want to customize and create campaigns and ad groups for specific products, product types, brands, or pricing levels (high or low budget). It's also possible to define multiple filters through the Add filter button.
For this flights feed, you could set the filter to only include flights in which the USA is the origin country:
-
"origin_country"equals USA
The only possible ad group output from this filter restriction in the ad group template for this flights feed is:
- Albatross Flights USA/France
Best practices for campaign and ad group names and multipliers
Always use feed columns in the campaign name formula, as it ensures you create a campaign for every unique product you want to advertise.
For example, if you sell flights and only use the "origin_country"
in your campaign name, you'd end up with one campaign for all flights from a single country. This would lump together flights from, say, Seattle to London and Seattle to Paris, preventing you from targeting specific routes.
By using feed columns for both "origin_country"
and "destination_country"
in the campaign name, you'll create a campaign for each unique route, like "Seattle to London" and "Seattle to Paris." This makes your campaigns more effective. This only works if you select "Use feed columns from the campaign/ad group name formula" when setting up your template.
If you don't do this, the system might randomly pair destinations and origins, leading to incorrect campaign names and missing out on advertising some of your products. Keep your formulas simple and avoid complex functions to ensure they work as you expect.
