Create an ad group
In DoubleClick Search, you can create one or more ad groups for a campaign. An ad group contains ads and keywords that relate to each other. Advertisers, or agencies on behalf of advertisers, must create at least one ad group for each campaign.
Create an ad groupBefore you can create an ad group, there must be an existing campaign that you can assign it to.
Click the Ad groups tab if it isn't already selected.
In the toolbar above the reporting table, click + New ad group.
The properties for the new ad group appear.
Type the new ad group name in the Name field.
Click the following links to learn about ad group settings:
Default CPC (Google only)
You can select different default Cost Per Click (CPC) values for the Google Search Network and Display Network. These are the highest CPCs you're willing to spend on keywords in this ad group to appear on those networks.
Match type bids (Bing Ads only)
Keyword matching allows you to target the keywords for a specific ad to match a consumer's search query.
Bing Ads: You can specify up to four match types for a keyword in DoubleClick Search:
Broad match: Your ad appears when terms in your keyword appear, in any order, in a consumer's search query. For example, if you enter a keyword such as golf clubs, your ad will appear when a query contains golf and clubs in any order. Use broad match to expose your ads to a wider audience. This is the default option.
Phrase match: Your ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and there may be other terms in the query.
Exact match: The search query must exactly match your keyword. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and without any other terms in the query. With exact match, you may see fewer impressions but a higher click-through rate because your ad is shown to people who may be more interested in your product.
- Content match: The content match triggers the display of your ad on relevant pages of the content network, but only if you have chosen to distribute your ad to the content network. Your ads are matched to webpages according to the relevance of your keywords, ad title, and description to the webpage content. For example, if you sell bicycles, your ads would appear on pages that are about bicycles or cycling.
In Bing Ads, a single keyword can have a bid for each match type. The match type bids you set in the Broad match bid, Exact match bid, Phrase Match Bid, and Content match bid fields will apply to all the keywords in this ad group.
Here's a summary of using and reporting on match type bidding on the previous version of DoubleClick Search, the new version of DoubleClick Search, and Bing Ads:
- Previous version of DS: You can't bid by match type, and the reporting data is aggregated by keyword (not by match type for each keyword).
- New version of DS: You can bid by match type, but the reporting data is aggregated by keyword (not by match type for each keyword). You can select the Inferred match type column to see a match type for keywords in DoubleClick Search reporting.
- Bing Ads: You can bid by match type, and and there is separate reporting data for each match type on the keyword.
Learn more about keyword match types on the Bing Ads help.
Start and end dates (Bing Ads only)
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.
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 (Bing Ads only)
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 for Bing Ads
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:
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.
To override campaign settings and specify location targeting for the ad group:
- Under Targeting, select Customize targeting for this ad group.
- In the Locations list, select Customize for this ad group.
- Click Edit and enter one or more geographic codes in the Locations list. Enter each code on a separate line.
Download a list of geo codes.
Devices: Target ads in an ad group to appear on any combination of desktop and laptop computers, tablets, or smartphones. You can also target ads to all available devices.
To override campaign settings and specify device targeting for the ad group:
- Under Targeting, select Customize targeting for this ad group.
- In the Devices list, select Customize for this ad group.
- Click Edit.
- Select device types.
Bing Ads supports additional targeting settings for ad groups, such as negative location targeting, 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.
Mobile bid adjustment (AdWords only)
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.
You can set ad group mobile adjustments in the DS UI or by upload.
In the DS UI:
- 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
Search bid and Content bid (Yahoo! only)
Set a default maximum bid for Sponsored Search keywords in this ad group.
Asia-Pacific only: If you selected the Enable content match check box at the campaign or ad group level, set a default maximum bid for Content Match in this ad group.
Enable content match (Yahoo! Asia-Pacific only)
If you select this check box, the ad group's ads will appear on content pages such as articles, reviews, news, or other information relevant to your keywords, titles, and/or descriptions. Your ads will also continue to appear on the Yahoo! network for search queries related to your keywords.