Create an ad group

An ad group contains ads and keywords that relate to each other. Learn more about ad groups and manual campaigns.

Before you can create an ad group, you need to create a campaign.

Create an ad group

  1. Navigate to a campaign.

    Steps for navigating to a campaign
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    DoubleClick Search displays the campaign page.

  2. Click the Ad groups tab if it isn't already selected.

  3. Click + New ad group, which appears above the reporting table.

  4. In the ad group editor, enter the ad group's name.

  5. Enter ad group settings as described below.

  6. Click Save.

DS creates the ad group and traffics it to the engine.

 

AdWords ad group settings

Ad group

Default CPC

In an AdWords ad group, you can specify two default maximum bids:

  • Default Search CPC: The highest you're willing to pay per click for keywords in the ad group when they display in the Google Search Network.

  • Default Content CPC: The highest you're willing to pay per click for keywords in the ad group when they display in the Google Display Network.

Each keyword can override this default by specifying its own maximum CPC.

Bidding strategy

Bidding strategy

Specify bid strategy settings for the ad group:

  • Manual bidding: By default, keywords in the ad group will not be managed by a bid strategy, even if a bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s bid strategy settings.
  • A specific bid strategy: By default, all keywords in the ad group are managed by the specific bid strategy you select, regardless of any bid strategy settings for the campaign.

By default, keywords in an ad group inherit the ad group’s bid strategy settings. However, you can change or remove keywords from bid strategies at any time.

Targeting

Mobile bid adjustment

You can set a mobile bid adjustment in DoubleClick Search (DS) at the ad group level for AdWords campaigns. This is useful if you have large campaigns and find that your optimal bids for some keywords would require much different mobile bid adjustments within a campaign. Read this AdWords blog post to learn more.

Mobile bid adjustments that you set at the ad group level will trump mobile bid adjustments at the campaign level except when the campaign level bid adjustments are set to -100%.

You can set ad group mobile adjustments in the DS UI or by upload.

In the DS UI:

  1. In the Mobile bid adjustment dropdown, the default is to use the campaign mobile bid adjustment. You can choose to:

    • Decrease by: Decrease bids on mobile devices by up to 100% (excluding 91% to 99%). Decreasing by 100% will disable mobile bids.

    • Increase by: Increase bids on mobile devices by up to 300%.

    • Use same bid for desktop and mobile

By upload:

  1. Download an editable report that contains the ad groups you want to update.

  2. Update the Mobile Bid Adjustment % column.

  3. Upload it back into DS.

 

Bing Ads ad group settings

Ad group

Search bid and Content match bid

In a Bing Ads ad group, you can specify two default maximum bids:

  • Search bid: The maximum cost-per-click for keywords in the ad group that are targeted to the search network (that is, keywords with a broad, phrase or exact match type).

  • Content match bid: The maximum cost-per-click set for keywords in the ad group that with the content match type.

Each keyword can override this default by specifying its own maximum CPC.

Start and end dates

The start date is the date when the campaign begins running. If you specify a date in the future, you can edit the start date any time before that date.

You control how long your Bing Ads campaign runs by setting an end date. The ad group will run through the date that you select.

Bidding strategy

Bidding strategy

Specify bid strategy settings for the ad group:

  • Manual bidding: By default, keywords in the ad group will not be managed by a bid strategy, even if a bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s bid strategy settings.
  • A specific bid strategy: By default, all keywords in the ad group are managed by the specific bid strategy you select, regardless of any bid strategy settings for the campaign.

By default, keywords in an ad group inherit the ad group’s bid strategy settings. However, you can change or remove keywords from bid strategies at any time.

Language

Language

Select the language you'll use to write the ads for the ad group. For example, if you select English, your ads will need to be written in English. Once you create the ad group, you cannot change its language.

Targeting

Targeting

Targeting enables you select a more specific audience for your advertising. By default, ad groups inherit all targeting settings from the campaign. Bing Ads ad groups can override some or all of a campaign’s targeting settings and specify their own targeting. For example, if a campaign advertises to the fans of a specific sports team, you can create separate ad groups that target fans in specific locations or on specific devices.

While Bing Ads ad groups can override any targeting setting from the campaign, in DS you can only customize the following targeting settings:

If you're using a bulksheet to create an ad group, the syntax for specifying targeting is slightly different.
  • Locations: Target ads in an ad group to appear only in specific countries, metro areas, or other regions that are identified by Bing Ads geographic codes. Learn how to specify locations in the section below.

  • Devices:

    Bing Ads has completed its final migration of campaigns to Unified Device Targeting. Now, all campaigns and ad groups target all device types. Similar to AdWords, the default bid you enter applies to desktop computers, and you can enter bid adjustments for mobile and tablet devices. 

    As a first step in supporting this change, DS has removed the old campaign and ad group settings for specifying device targets. If you want to adjust bids for mobile or tablet devices, sign in to Bing Ads and make changes there. It's important to run a sync in DS after you make your changes. While DS won't be able to display your bid adjustments, this will ensure DS will not change or erase any bid adjustments you make in Bing Ads.

Bing Ads supports additional targeting settings for ad groups, such as time-based targeting, gender targeting, and location-based bid adjustments. After you create a Bing Ads ad group in DS, you can go to Bing Ads and set these targeting settings.

Caution: If you set these additional targeting settings in Bing Ads, and then later change any targeting setting for the ad group from DS, DS will traffic all of the ad group’s current targeting settings to Bing Ads. This could have some unintended consequences. Learn more

How to specify locations

Download the list of geo codes: XLSX / CSV: Bing Ads

You can use geo codes to specify an entire country, specific region within a country (such as a province or state), metro area, or city.

  • To specify multiple locations, enter each location on its own line.
  • To exclude a location from displaying ads, prefix the line with a - (minus).
  • While Bing Ads supports radius targeting, you cannot add or modify radius targeting from DS. If you create or edit a campaign from Bing Ads, specify radius targeting in Bing Ads, and sync with DS, you’ll see the following in the Locations box:
    [radius targets (edit in Bing Ads)]

    If you remove [radius targets (edit in Bing Ads)] or replace it with non-radius locations, DS will remove the radius targets when it traffics the change to Bing Ads. Note that Bing Ads does not support combining radius targets with non-radius targets. If you specify both, DS will remove the radius targets.

Here's how to target and adjust bids in the different types of areas:

  • Country: Enter the country's geo code.
    For example:
    To display ads Enter
    Only in the US and Canada US
    CA
    Everywhere except the US -US
  • Region: Enter country code-region code
    For example:
    To display ads Enter
    Everywhere except Illinois -US-IL
  • Metro area: Enter metro code,region code country code
    For example:
    To display ads Enter
    Only in the Chicago metro area and the Toronto metro areas Chicago, IL, IL US
    Toronto, ON CA
    Everywhere except the Chicago metro area -Chicago, IL, IL US
  • City: Enter city code,metro area
    For example:
    To display ads Enter
    Only in Chicago and Toronto Chicago, Chicago, IL IL US
    Toronto, Toronto ON CA
    Everywhere except Chicago -Chicago, Chicago, IL IL US

Overlapping codes

If you specify areas that overlap, the smaller area overrides the larger area.

For example, if you enter the US country code and the MA region code like this:
-US
MA

Your ads can appear in all countries around the world. However, within the US your ads can appear only in Massachusetts.

 

Yahoo! JAPAN ad group settings

Ad group

Default Search CPC

Specifies the default maximum bid for the keywords in this ad group. Each keyword can override this default by specifying its own maximum CPC.

 

Baidu ad group settings

Name

Enter a name to identify the ad group.
Ad group names are case-sensitive in DoubleClick Search.

For Baidu ad groups, the name can be up to 30 characters long.

Default Search CPC

Specifies the default maximum bid for the keywords in this ad group. Each keyword can override this default by specifying its own maximum CPC.

Maximum ad groups per campaign

Each Baidu campaign can contain up to 100 ad groups.

 

Next steps

Create ads and keywords.