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About campaign groups and performance targets

A campaign group is a set of campaigns that share a common theme (typically, common performance indicators).

When you create a campaign group, you can set performance targets, numerical goals shared by all campaigns in a campaign group. Setting a performance target allows you to monitor and forecast your campaign group’s overall performance, so you know if you’re on track to meet your goals.

How it works

Campaign groups help you track the overall performance of multiple campaigns. And if you set performance targets for a campaign group, you can see how successfully these campaigns are meeting your advertising goals.

Once you set your performance targets, AdWords can estimate whether you’re on track to meet your goals. If it looks like you won’t reach the targets you set, you can consider adjusting your campaign’s settings to improve performance.

You can create campaign groups with any combination of Search, Shopping, Display, or Video campaigns. Campaign groups are optional: not every campaign must belong to a group. Each campaign can only belong to one campaign group at a time, not multiple campaign groups. You can't add campaigns with shared budgets to a campaign group.

Performance targets can be created or edited at any time for existing campaign groups. You can view performance targets in the “Overview” tab or the “Performance targets” tab of a campaign group.

 

Performance targets

Example

Julia owns a small hat shop that takes in-store and online orders. Three of her AdWords campaigns are focused on getting potential customers to buy her hats online. The success of these campaigns is measured by the number of online conversions. 

Julia creates a campaign group that tracks the collective performance of these three campaigns. She also sets a performance target of 300 conversions over the next 30 days. One week in, Julia can see that she isn’t likely to meet her goal, so she makes a few changes to her campaign settings to increase her campaign group’s conversions. A few days later, Julia can see that she’s back on track to successfully meeting her performance target. 


Performance target settings

Date range

Specifying a date range for your performance target is optional. However, it’s required if one of your targets is based on volume of a specific metric. For example, if you’re aiming for an average cost-per-click (CPC) of $2.00, no date range is required. But if you’re aiming for 1,000 clicks, you’ll need to tie that goal to specific timeline. 

Performance targets for the same campaign group can’t have overlapping date ranges. 

Targets

You can set performance targets based on 1 of 2 areas of focus: clicks or conversions. Note that setting targets doesn’t affect campaign settings.

Clicks
  • Average cost-per-click (CPC) target is the average amount you aim to spend per click for all ads in a campaign group. Average CPC is calculated by dividing the amount you pay for all ads in a campaign group by the total number of clicks those ads receive. 
  • Click target is the total number of clicks you aim to receive across a campaign group. To set a click target, you must first set a date range for the performance target. 
  • Spend target is the total amount you aim to spend across a campaign group. To set a spend target, you must first set a date range for the performance target. 
Conversions
  • Average cost-per-acquisition (CPA) target is the average amount you aim to spend per conversion for all ads in a campaign group. Average CPA is calculated by dividing the amount you pay for all ads in a campaign group by the total number of conversions those ads receive.  
  • Conversion target is the total number of conversions you aim to receive across a campaign group. To set a conversion target, you must first set a date range for the performance target. 
  • Spend target is the total amount you aim to spend across a campaign group. To set a spend target, you must first set a date range for the performance target.

Performance target status

Status in campaign group overview

Your performance target’s status is AdWords’ best estimate of whether you’re on track to successfully meet your target. It can be found on the right of the performance target summary card in your campaign group’s “Overview” tab or in the “Status” column in the “Performance target” tab.

On track
Based on recent performance, your campaign group is likely to meet its performance target. The chance of meeting each target is available on your performance target’s summary card. 
Needs attention
Based on recent performance, your campaign group is not likely to meet its performance target. The chance of meeting each target is available on your performance target’s summary card. Consider changing your campaigns’ settings and checking your status again in a few days to see if you’re on track. 
Target met

The performance target’s date range has passed, and your campaign group met its target. 

Target not met
The performance target’s date range has passed, and your campaign group did not meet its performance target.

Note: Editing a campaign group might affect your performance target's status

A performance target’s status is based on the performance of all campaigns currently part of the campaign group. Adding or removing a campaign from a campaign group may affect the status of that campaign group’s performance targets.

Stage

Performance target stage

When checking the status of your campaign group’s performance target, keep in mind that your target may be in 1 of 3 stages, based on the date range you set. The stage of your performance target can be found on the left of the performance target card in your campaign group’s "Overview” tab.

Scheduled
You’ve set a performance target for a future date. Check the target’s status again after the start of your target’s date range.
Active
Performance data is actively being collected. Check your target’s status to see whether you’re on track to meet your goal.
Past
Your performance target’s date range has passed. Review your status to see whether or not your target was met.
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