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Campaigns

Create a new campaign

A campaign is a grouping of ads. Each campaign can have multiple ads with different advertising goals. Advertisers should create separate campaigns for different advertising objectives. 

An ad is what users view on their phones. Ads are used to promote your apps and campaigns to organize your ads. For example, you can create a campaign named "Nexus 7" with several ads targeting Nexus 7 users.

You can create a new campaign by following these steps:

Get started on a new campaign

  1. Sign in to your AdMob account at https://apps.admob.com.
  2. Click Campaigns in the sidebar.
  3. Click Create campaign
Note: It can take up to 6 hours for ad serving to begin on new campaigns. 
To ensure your campaigns will serve ads, make sure your billing information is up-to-date in the Google Ads account associated with your AdMob account.

Step 1. Set up your campaign

  1. Select your campaign type.
    • House ad: Promotes your own apps and websites.
    • Direct sold: A campaign you create for an advertiser.
  2. Select the Goal type to choose how your campaign will be measured. 
  • Max cost per install (Android Beta): Set the maximum amount you want to spend to acquire a new user for your app. This goal type is for house ad campaigns only. 
  • Mediated ads (recommended for backfill): Your ads compete in the mediation chain using an eCPM that can be optimized for backfill.
  • Number of impressions: Set the number of impressions for your campaign.
  • Number of clicks: Set the number of clicks for your campaign.
  • Percentage of impressions: Set the percentage of daily impressions to direct your campaign. 
  1. Click Continue.

Step 2. Select ad units

  1. Click Add ad units
  2. Select the checkbox next to the ad units you want to serve in this campaign. This action adds them to the selected ad units list. To add all of the available ad units, click Select all.
    Note: AdMob campaigns can't be served on apps that target children as an audience. If you've included an ad unit from an app that targets children in your AdMob campaign, you won't see any campaign impressions for that app.
  3. Click Confirm.

Choose advanced targeting

Click Advanced targeting and then click each of the criteria you want to edit. Then click Let me choose (select at least one)

  • Geographic location(s) you want to target. If you don't want any specific geographic targeting, choose Select All countries and territories
    • By advertising in areas with the right customers, you can help increase your return on investment. 
  • Language(s) you want to target. Language is based on the user's device language settings. Defaults to All available languages.
    • AdMob looks at the customer's language setting on their device to determine if it matches one of the languages that your campaign targets.
  • Internet providers you want to target. Defaults to All Internet providers and Wi-Fi.
    • For example, If you choose to target Wi-Fi traffic, your ads will appear on mobile phones only when they are connected to a Wi-Fi network.
  • Devices and OS versions you want to target. Defaults to All available devices and OS versions.
    • For example, if you have an iPhone app with HD image assets, you could choose to target iPhone 12 and higher device models.
    • Note: Campaigns can be targeted to multiple ad units in multiple apps, so restricting these settings too much may adversely affect your campaign.
  • Demographics or specific groups of customers who are most likely to be interested in the advertised app. For example, an app for new mothers targeted to women ages 18–44. Defaults to All available genders and ages.
    • Note: More specific demographic targeting means ads in the targeted campaign are shown to fewer customers. For specialty apps, this might be desirable. For apps with a general purpose, more general demographic targeting will widen the audience.
The more you refine your selections, the more you reduce the total amount of traffic available for your ads. As you experiment with targeting, we recommend watching your reports closely and refining your selections.
  1.  Click Continue.

Step 3. Adjust campaign and goal

  1. Enter a name for your campaign. The campaign name won't be visible to users.
  2. Set a specific goal for your campaign. This field is based on the goal type chosen when you set up the campaign. It can be a percent of impressions, a number of impressions, or a number of clicks your campaign aims to meet. You can also set your goal as mediated ads, which means your ads compete in the mediation chain using an eCPM that can be optimized for backfill.
    Before you set a goal for this campaign, you may want to review the app's historical traffic, impression, and click data to identify trends and ensure the goal is achievable within the scheduled time period.
  3. Set the start date and end date for your campaign’s goal schedule. The earliest possible start date you can set for your campaign is 12:00 a.m. the next day (e.g., if today is Monday, then your campaign's earliest start date is Tuesday at 12:00 a.m.). End dates are optional for mediated ad and max cost per install campaigns. You can allow these campaign types to run until you pause them. 
Important: To ensure your campaigns are fully optimized, set accurate campaign goals.

Set Advanced options

To set frequency capping or ad serving pace, click Advanced options:

  1. Frequency capping: Enable frequency capping if you want to limit the number of times your ads appear to the same person. Learn more about frequency capping for campaigns.
  2. Ad serving pace: Set the pace at which ads are served to control the number of impressions each line item receives:
    • Even: Ensures that each line item receives sufficient impressions to stay on track each day. This is the recommended pace if you're trying to manage multiple campaigns.
    • As fast as possible:Ensures this campaign receives impressions at the highest possible pace. This pace will likely take impressions that would have gone to other campaigns to increase the chances of this campaign reaching its goal.
  3. Click Save & Continue.

Step 4. Create ads (optional)

You can choose to create your ads or you can return to this step later by clicking the name of the existing campaign, clicking the Ads tab, and then following the steps below. 

Note: Ads within a campaign must conform to Google platform policies. Learn more about these policies.
  1. Click Create new ad.
  2. Select what you're advertising: 
    • An app on Google Play: You can search for the app using the app name, developer name, or app ID, and we’ll use the results to create your ad.
    • An app on the App Store: You can search for the app using the app name, developer name, or app ID, and we’ll use the results to create your ad.
    • An app hosted somewhere else: Enter the destination URL for where AdMob will direct users when they click the ad.
    • A website: Enter the destination URL for where AdMob will direct users when they click the ad.
  3. Select an ad type and enter the relevant details for the ad:

    Note: The ad type must be compatible with the ad unit format you previously selected and with what you're advertising. Learn which ad types are compatible with the ad formats

    Text ad

    Text ads are ads made up of lines of text.

    Promote an app
    • App: Use the search box to find the app the ad will promote.
    • Ad name: Enter a name for the ad, up to 25 characters.
    • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL is not visible in the ad.
    • Headline: Enter the message that you want users to view, up to 25 characters.
    • Ad text: Enter a description for the app being promoted, up to 35 characters.
    Image ad

    Image ads are made up of 1 image file you upload.

    Promote an app
    • Ad name: Enter a name for the ad, up to 25 characters.
    • App/Website: Click the App button, if not already selected.
    • App: Use the search box to find the app the ad will promote.
    • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL is not visible in the ad.
    • Image upload: Upload an image file from your computer to use as the ad creative.
    Promote a website
    • Ad name: Enter a name for the ad, up to 25 characters.
    • App/Website: Click the Website button, if not already selected.
    • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL is not visible in the ad.
    • Image upload: Upload an image file from your computer to use as the ad creative.
    HTML5 ad
    HTML5 ads are only available if you're advertising a website or an app hosted somewhere else.  

    HTML5 ads are made up of 1 .ZIP file you upload containing an HTML5 ad designed in Google Web Designer.

    • Ad name: Enter a name for the ad, up to 25 characters.
    • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL is not visible in the ad.
    • Creative: Upload 1 .ZIP file containing an HTML5 ad created in Google Web Designer from your computer to use as the ad creative.
    Video ad

    Note: Currently, only YouTube videos are supported. Video ads are only available if you're advertising an app on the Google Play store or on the App Store.

    • Ad name: Enter a name for the ad, up to 25 characters.
    • App: Use the search box to find the app the ad will promote.
    • Destination URL: Enter the URL that AdMob will direct users to when they tap the ad. This URL is not visible in the ad.
    • Video URL: Enter the URL of the video you want to show in the ad. You can review the automatically generated video preview to ensure the right video is being linked. Please note the following:
      • YouTube videos that don’t allow embedding can still be shown in video ads.
      • Video ads respect video privacy settings. YouTube videos set to Private cannot be shown in video ads. Only Public and Unlisted videos can be shown.
      • A static end card will be shown if a video fails to load for any reason. Example: video is country-restricted
    • Headline: Enter the message that you want users to see, up to 25 characters.
    • Description: Enter a description of the app being promoted, up to 70 characters.
    • Included info: This field is auto-populated. It contains additional information, such as price and ratings (if available) from the relevant app store that we use to enhance this ad.
      • Price in the ad preview is based on the default currency and will be adjusted to the currency based on user location.
      • Ratings are shown only when they are greater than four stars and the number of reviews is over 100.
    Videos displayed in rewarded ad units must be shorter than 30 seconds.
    Responsive display ad
    Note: You must select “website” as what you’re advertising in your campaign to use responsive display ads.
    • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL is not visible in the ad.
    • Headline: Enter the first line of your ad, up to 30 characters.  
    • Long headline: Enter the first line of your ad that will appear instead of your short headline in larger ads. It can be up to 90 characters, and may appear with or without your description.
    • Description: Enter a description of the website being promoted, up to 90 characters.The description adds to the headline and provides additional context or details. 
    • Business name: Enter the name of your business or brand, up to 25 characters.  
    • Video URL (optional): Enter the URL of the video you want to show in the ad. Please note the following:
      • YouTube videos that don’t allow embedding can still be shown in video ads.
      • Video ads respect video privacy settings. YouTube videos set to Private cannot be shown in video ads. Only Public and Unlisted videos can be shown.
      • A static end card will be shown if a video fails to load for any reason. Example: video is country-restricted
    • Disclaimer (optional): You can include a disclaimer that tells users about any consent or legal notices associated with the ad. Disclaimers can't be more than 90 characters, or include links to other websites or resources.
    • Landscape image: Upload a landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. The file size limit is 5120KB. 
    • Square image: Upload a square (1:1) image should be at least 300 x 300. The file size limit is 5120KB. 
    • Call to action text: To encourage people to act, your call to action text can show in a variety of layouts. By selecting "Automated," Google selects the call to action for you. Some ad layouts don't include a call to action.
  4. Click Preview to preview the ad.
  5. Click Create ad
  6. Repeat steps 1 through 5 for each ad you want to create for this campaign.
  7. When you're finished creating ads, click Done.

Understand ad type compatibility

When you design an ad, you'll need to choose an ad type. Be sure to consider the ad formats that can support the ad types you choose. You can use the table below to help you decide.

Also note that you'll need to select ad units that are the same format as the ad you want to create, otherwise your ad may not appear. 

 

Ad types for advertising an app (Google Play or App Store)

  Text Image HTML5 Video
Banner Yes Yes No No
Interstitial Yes Yes No Yes
Rewarded Yes Yes No Yes
Native ads Yes Yes No Yes
App Open Yes Yes No Yes

 

 

Ad types for advertising an app hosted elsewhere

  Text Image HTML5 Video
Banner No Yes Yes No
Interstitial No Yes Yes No
Rewarded No Yes Yes No
Native ads No Yes Yes No
App Open No Yes No No

 

 

Ad types for advertising a website

  Text Image HTML5 Video RDA
Banner No Yes Yes No Yes
Interstitial No Yes Yes No Yes
Rewarded No No No No Yes
Native ads No Yes No No Yes
App Open No Yes No No Yes

 

Your campaign goal type also affects the ad type compatibility. Use the table below to help you choose your campaign goal type. 

Campaign goal type compatibility with ad types table

 Note: When using cost per install as the goal type, you can only use text, video, and image ad types in campaigns advertising apps on Google Play. They aren't currently supported on other app stores or a website.

   

Campaign goal types

Advertising

Ad type

Max CPI Mediated Ads Number of Impressions Precent of Impressions Number of Clicks
An app on Google Play Text Supported Supported Supported Supported Supported
Video Supported Supported Supported Supported Supported
Image Supported Supported Supported Supported Supported
An app on the App Store Text Beta Supported Supported Supported Supported
Video Beta Supported Supported Supported Supported
Image Beta Supported Supported Supported Supported
An app hosted somewhere else Image Not supported Supported Supported Supported Supported
HTML 5 Not supported Supported Supported Supported Supported
A website Image Not supported Supported Supported Supported Supported
HTML 5 Not supported Supported Supported Supported Supported
Responsive format Not supported Supported Supported Supported Supported
Text Not supported Supported Supported Supported Supported

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