Set up ad group templates

Stage

Panel

Applies to

Settings and descriptions

Stage 2 "Ad group settings”

"Ad group name"

For all advertising platforms and client accounts: 

• Add a general static or dynamic Ad group name using a custom column.
  
  If you selected Use feed columns from the campaign name formula that is defined on the next pageas the multiplier in Stage 1, the columns you use become the multiplier, and are presented in the setting at Stage 1 as the multiplier.
  Under the completed name you’ll view the feed columns used in the multiplier and this message:
  Feed attributes used to scale ad group creation

For specific advertising platforms and client accounts: 

• Click  " Add a custom setting " to create different ad group names by account type or specific client account to better customize your ad group structure. 

For example:

f:"brand" & "/" & f:"origin_name" & "/" & f:"destination_name"

The brand/origin_name/destination_name columns become the ad group multiplier used to scale ad group creation.

An ad group is created for each unique value combination generated.

Example output:

• Albatross Flights/Seattle/Paris
• Golden Eagle Flights/Paris/London

If the option to Create all keywords in match-type specific ad groupsis selected in Stage 1 "Template settings", and only the keyword match types broad and exact are used, the ad group names generated would be:

• goldeneagleflights/paris/london_exact
• goldeneagleflights/paris/london_broad
• albatrossflights/seattle/paris_exact
• albatrossflights/seattle/paris_broad

Custom settings based on advertising platform or selected client accounts can be used. Learn how to  Apply custom settings .

"Start date" and "End date"

Microsoft only

For all advertising platforms and client accounts:

"Start date"

• As soon as ad groups are created— The campaigns start as soon as they are generated by the templates and sent to the advertising platform.
• days from creation— The ad groups will start a specific number of days after they are generated by the templates and sent to the advertising platform.
• Date picker— The ad groups start on a specific date after they are generated by the templates and sent to the advertising platform.

"End date"

• No end date— The ad groups never end.
• days after start— The ad groups stop a specific number of days after they start.
• Date picker— The ad groups stop on a specific date.

For specific advertising platforms and client accounts:

• Click " Add a custom setting" to configure start and end settings based on selected advertising platforms or client accounts.

"Max CPC"

For all advertising platforms and client accounts:

• Enter a static or dynamic Max CPC using a custom column.

For specific advertising platforms and client accounts:

• Click " Add a custom setting " to create different ad group max CPCs by account type or specific client account to better customize your ad group structure.

Example:

Max CPC could be a static numerical value such as 2.5.
It could also be based on a formula. In this example, the if function is used.
If the ticket price in the feed is > 1000, the Max CPC is set at 2.5.
If the ticket price is < 1000, the Max CPC is set at 2

if(f:"price_usd" > 1000, 2.5,2)

"Device bid adjustments"

For all advertising platforms and client accounts:

• Enter the required option for mobile, tablet, and desktop from:
  • None
  • Decrease by- enter a percentage.
  • Increase by- enter a percentage.

For specific advertising platforms and client accounts:

• Click " Add a custom setting " to create different ad group device bid adjustment targets by account type or specific client account to better customize your device bid adjustment structure.

"Ad rotation"

For all advertising platforms and client accounts:

• Select Optimizeor Rotatefor ad rotation.

For specific advertising platforms and client accounts:

• Click " Add a custom setting " to create different ad group ad rotation by account type or specific client account to better customize your ad rotation structure.

"Ad group URL options"

For all advertising platforms and client accounts:

Add a static or dynamic Ad group URL that can include a tracking template . It must start with http:// or https:// (recommended):

• Enter the URL you want the ad click to go to.
• Alternatively, configure a custom column as the tracking URL you want the ad click to go to for tracking.

Add a static or dynamic final URL suffix .

Define custom parameters that can be included in the final URL suffix for tracking user information. Each custom parameter requires a name and value.

For specific advertising platforms and client accounts:

• Click " Add a custom setting " to create different ad group URL options by account type or specific client account to better customize your ad group URL structure.

For example:

"{lpurl}?campaign=[*Campaign*]&keyword=[*KeywordID*]&o_name=" & f:"origin_name" & "&d_name=" & f:"destination_name"

Example output:

• https://www.example.com/albatrossflights/us/france?campaign=1234&keyword=6789&o_country=us&d_country=france
• https://www.example.com/goldeneagleflights/france/uk?campaign=4321&keyword=9876&o_country=france&d_country=uk

Another option is to simply leave this blank, leaving a tracking template set at a lower level in the template hierarchy to take precedence as the tracking URL.

URLs must start with http:// or https:// (recommended).

The brand/origin_country columns become the ad group URL multiplier used to scale ad group URL creation.

An ad group URL tracking template is created for each unique value combination generated.

This URL uses existing advertising platform parameters, in this case for Google Ads.

Custom settings based on advertising platform or selected client accounts can be used. Refer to the article  Apply custom settings .

"Languages"

Microsoft Advertising only

Select a language from the drop-down menu.

For specific advertising platforms and client accounts:

• Click " Add a custom setting"  to create different language settings by account type or specific client account to better customize your ad group language structure.

"Targeting"

For all advertising platforms and client accounts:

You can select audience segments on the “Audiences” page after campaigns have been generated.

• Targeting
  Narrow the reach of your ad groups to audience segments, with the option to adjust the bids.
• Observation(recommended)
  Don’t narrow the reach of your ad groups, with the option to adjust the bids on audience segments.

For specific advertising platforms and client accounts:

• Click " Add a custom setting " to create different targeting settings by account type or specific client account to better customize your ad group targeting structure.

Coming soon: "Sitelink extensions"

By default, sitelink extensions generated by template or created manually are allowed.

If you want to disable both, click the option to Disable generated and manual sitelinks.