This article describes some recurring themes you’ll encounter during template setup.
Create in paused state
In the "Status" setting when you're creating a template, there's an option to Create in paused state. Click Create in paused state to create items with the status set to paused and managed state set to paused. Apply the option when you want to prevent direct editing of existing live entities when the new template is generated and evaluated. Choose the option if you want to pre-prepare ads and obtain policy approvals before the appropriate time for the ads to go live.
If you select Create in paused state and want to update the paused ads following review, you can locate them by filtering on responsive search ads (RSAs) created by templates. You can then configure a rule or bulk upload to change the RSA "Template management status" to "Managed". With the template managing the ads, the ads' status will be set to "Active" and the ads will start running when Search Ads 360 evaluates the template.Create pause conditions for campaigns, ad groups, ads, and keywords
In the template creation flow, the Pause campaign/ad group/keywords/ads when a condition is met option is displayed in Stage 1 "Template settings” in the “Status” element.
You can set up a template to pause campaigns, ad groups, keywords, or ads when an update to your feed data matches specific conditions. For example, you can pause ad groups when the availability of related feed items falls below a quantity threshold you specify, or when it is unavailable and out of stock.
The new Search Ads 360 resumes the campaigns, ad groups, keywords, or ads when an update to your feed data no longer matches the conditions you specify.
Apply custom settings
At various points in the template creation flow there are settings that allow you to define customizations for particular advertising platforms or client accounts.
The potential scope of customization is broad, but you may, for example, need to include different regional customization requirements for different client accounts. You may want different names, different start and end dates to accommodate national holidays, different location targets, or have different tracking requirements. Applying custom prefixes that reflect different advertising platforms in names is another simple use case.
Template custom settings example
An airline company is marketing a range of scheduled international flights and has a requirement to do this on a regional basis:
- It has two brands, one for inter-European flights, the other for transatlantic USA to Europe flights . The inter-European product line is branded as "Golden Eagle Flights", whilst transatlantic tickets are marketed as "Älbatross Flights".
- Both brands have two client accounts each, one for Google Ads and another for Microsoft.
- A single set of templates of each template type manages flight promotions for both brands.
- The airline uses custom settings in the campaign template to set up separate branded campaigns targeting local holidays in the different regions, with different target audiences and budgets.
In the campaign template, at Stage 2 "Campaign settings", the following settings are applied:
- In Campaign name, the feed columns to be used in the custom setting must be entered as the primary setting.
f:"brand" & f:"origin_country" & "f:destination_country" - Two custom settings for the campaign name are created:
- In the Albatross Flights’ client accounts:
f:"brand" & "Thanksgiving breaks " & f:"origin_country" & "f:destination_country" - In the Golden Eagle Flights’ client accounts:
f:"brand" & "New Year breaks " & f:"origin_country" & "f:destination_country"
- In the Albatross Flights’ client accounts:
- The two brands have different budgets which are set using a custom setting for each pair of client accounts:
- For Albatross Flights’ client accounts, a dynamic budget is created depending on ticket price:
if(f:"price_usd" > 1000, 100, 50) - For Golden Eagle Flights’ client accounts, a static budget of 50 is entered.
- For Albatross Flights’ client accounts, a dynamic budget is created depending on ticket price:
- In "Start and end dates", the Albatross Flights campaigns are scheduled to run from May until October using a custom setting based on its client accounts, whilst another custom setting is used for Golden Eagle Flights client account campaigns running from May until December.
- In "Locations", different target audiences are defined:
- For Albatross Flights’ client account campaigns, the option for United States and Canada is selected.
- For Golden Eagle UK Flights’ client account campaigns, a custom setting is entered for various European countries including the United Kingdom, Ireland, and France.
- In "Campaign URL options", the same base URL format is used in a custom setting for each advertising platform, but different user information is tracked using different parameters in the final URL suffix. Note that {lpurl} substitutes the landing page URL for both advertising platforms in the tracking template. The Final URL for the landing page can be set in either the responsive-search-ads template or the keyword template, but is usually set in the responsive-search-ad template.
- For Google Ads client accounts, the campaign, keyword and device type are tracked. The Final URL suffix is
"src=google"
Final URL suffix:
?campaign=[*Campaign*]&keyword=[*KeywordID]&device={device}&o_country=" & f:"origin_country"&src=google - For Microsoft client accounts, only the campaign and keyword are tracked. The Final URL suffix is
"src=msft"
Final URL suffix:
?campaign=[*Campaign*]&keyword=[*KeywordID]&o_country=" & f:"origin_country"&src=msft
- For Google Ads client accounts, the campaign, keyword and device type are tracked. The Final URL suffix is
Define the multiplier and optional filters
The template multiplier and any applied, optional filters determine the range and scale of the campaign structure, targeting, and creatives generated when the new Search Ads 360 evaluates the template when a template-type parent is applied. A multiplier is required when you choose templates rather than existing items as parents in the template you're setting up. Templates with existing items as parents, such as ad groups or campaigns, do not require a multiplier to be defined.
Understand the multiplier without filtering
In a template, the multiplier specifies the feed columns from which the unique value combinations are derived.
Typically, there are two options to choose from to define the multiplier:
- Use feed columns from the campaign/ad group template name formula that is defined at Stage 2 in the template creation flow (Recommended).
- Alternatively, use custom selected feed columns.
When the template is evaluated, the new Search Ads 360 creates campaign structure, targeting, and creatives for each unique combination of values it finds in these feed columns if no filters are applied.
For example, a template ad-group name can be defined using the following formula:
f:"brand" & f:"origin_country" & "/" & f:"destination_country"
In this example, the "Flights" feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.
Example Airways operates two brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
| Feed column name | Column description | Column value example 1 | Column value example 2 |
|---|---|---|---|
| "product_id" | Flight origin airport international air transport association (IATA) code –destination airport IATA code | CDG-LHR | SEA-CDG |
| "brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
| "availability" | Flight ticket availability | Available | Not available |
| "seats_left" | Number of unsold seats on the flight | 11 | 0 |
| "origin_iata" | Flight origin airport’s IATA code | CDG | SEA |
| "origin_name" | Flight departure location | Paris | Seattle |
| "origin_country" | Flight origin country’s name | France | USA |
| "destination _iata" |
Flight destination airport´s IATA code | LHR | CDG |
| "destination_name" | Flight destination´s name | London | Paris |
| "destination_country" | Flight destination country’s name | UK | France |
| "price_usd" | The flight price in US dollars | 400 | 900 |
When no filter is applied, for each unique combination of values for "brand"/"origin_country"/"destination_country" identified in this feed, an ad group is created. In this scenario, the multiplier "brand"/"origin_country"/"destination_country" ensures that only two ad groups are created with the following names, as only two unique value combinations are possible:
- Golden Eagle Flights France/UK
- Albatross Flights USA/France
Understand the multiplier with filtering
You can restrict the multiplier’s scope using filters. Filters are located above the multiplier at Stage 2 in the template-creation flow. This is recommended for large and complex feeds. Filters are useful if you want to customize and create campaigns and ad groups for specific products, product types, brands, or pricing levels (high or low budget). It’s also possible to define multiple filters through the Add filter button.
For this flights feed, you could set the filter to only include flights in which the USA is the origin country:
"origin_country"equals USA
The only possible ad group output from this filter restriction in the ad group template for this flights feed is:
- Albatross Flights USA/France
Configure tracking URLs and custom parameters
You can provide information in URLs to identify the source of an individual ad click. For example, you can add URL parameters that tell you which campaign and ad group contained the ad that the user clicked on, the type of device used, and the keyword that triggered the ad.
You can configure tracking URLs and custom parameters in the following templates:
- Campaign: "Campaign URL options"
- Ad group: "Ad group URL options"
- Responsive search ad (RSA): "Ad URL options"
- Keyword: "Final URL"
- Sitelink: "Sitelink URL options"
Setting up tracking URLs is optional. Many advertisers don’t need to set up tracking because aggregate performance statistics are sufficient. Aggregate performance statistics can include how many clicks a campaign and ad group delivered, how many clicks a keyword triggered, or how many clicks occurred on a mobile versus a desktop device.
For more information on tracking URLs in the new Search Ads 360, see About tracking URLs in the new Search Ads 360 experience.
Tracking URL example
In an RSA template, the ad URL formula is set as follows:
"https://www.example.com"&"/"&f:"brand" & f:"origin_country"&"/"&f:"origin_iata"&"/"&f:"destination_country"&"/"&f:"destination_iata"
Templates that do not have template-type parents, such as an RSA template that has an ad group parent, can only reference the following:
- Attributes in the parent and its associated items.
- For example, for an RSA template, the parent's ad group name or the associated campaign name are available in the formula editor from the "Attributes" menu.
- Any usable custom dimensions are available from the "Custom Dimensions" menu.
- Any custom columns not based on a feed at the sub-manager level are available from the "Custom Columns" menu.
- The "Data source" element in template setup shows the sources that are available, including custom dimensions.
For more information, see Set up responsive search ad templates with ad group parents.
The following is the URL definition for the landing pages to which users are directed when the ad is clicked:
- https://www.example.com/goldeneagleflights/uk/lhr/france/cdg
To track for each individual click which campaign, ad group, and keyword triggered the ad that the user clicks on, you can set the tracking to:
"{lpurl}?campaignid={campaignid}&adgroupid={adgroupid}&keyword={keyword}&device={device}"
When the ad is served, the new Search Ads 360 replaces each {parameter} with the actual value. For example, {lpurl} is replaced with the landing page final URL, {campaignid} is replaced with the system-assigned ID for the campaign, and so on.
{lpurl} and other parameters, see Set up tracking with ValueTrack parameters.When you specify the information you want as a custom parameter in the URL, the information is relayed back to you for each individual click:
- For standard parameters, the new Search Ads 360 populates the parameter with the actual system-assigned value: for example,
campaignid, adgroupid. - For custom parameters, the new Search Ads 360 populates the parameter with the value you designate.
If a user searches for Golden Eagle Flights Paris and clicks your ad from a mobile device, you'll see that the user clicked the URL:
- https://www.example.com/uk/lhr/france/cdg?campaignid=1&adgroupid1&keyword=golden%20eagle%20flights%20paris&device=m
In the ad URL, you can also define custom parameters to include in the tracking template. Custom parameters consist of two parts:
- Name: up to 16 alphanumeric characters
- Value: up to 250 characters. Can contain any characters, including | ; _ / ^ ( !), as well as standard parameters
Both the name and the value can be anything you want. For example, if you have special IDs for each of your keywords, you can create a custom parameter that looks like this: {_mykwid}=1234:
"{lpurl}?campaignid={campaignid}&adgroupid={adgroupid}&keyword={keyword}&device={device}&keywordid={_mykwid}"
For more information about custom parameters, see Use Search Ads 360 custom parameters and macros.
Locate dynamic content in templates
Within templates, you can define dynamic content using template custom columns. See About custom columns in templates and Configure custom columns in templates. During the template setup process, these dynamic settings are identified by the adjacent icons.
Custom columns consist of formulas constructed from a variety of possible building blocks:
- Static text
- Feed columns (including feed custom columns)
- Functions (function types include logic, text, arithmetic, conversion, date, and aggregation)
- Numbers
- Standard mathematical operators
Example formulas based on the following feed are provided in this article.
"Flights" feed table
In this example, the "Flights" feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.
Example Airways operates two brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
| Feed column name | Column description | Column value example 1 | Column value example 2 |
|---|---|---|---|
| "product_id" | Flight origin airport international air transport association (IATA) code –destination airport IATA code | CDG-LHR | SEA-CDG |
| "brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
| "availability" | Flight ticket availability | Available | Not available |
| "seats_left" | Number of unsold seats on the flight | 11 | 0 |
| "origin_iata" | Flight origin airport’s IATA code | CDG | SEA |
| "origin_name" | Flight departure location | Paris | Seattle |
| "origin_country" | Flight origin country’s name | France | USA |
| "destination _iata" |
Flight destination airport´s IATA code | LHR | CDG |
| "destination_name" | Flight destination´s name | London | Paris |
| "destination_country" | Flight destination country’s name | UK | France |
| "price_usd" | The flight price in US dollars | 400 | 900 |
When ad group parents (rather than ad group template parents) are applied during responsive search ad (RSA) template setup, specific differences apply during configuration and generation compared to RSA templates that use ad group template parents attached to feeds:
- There is no feed.
The data used in the new RSA template is the data used in the parent ad group and items associated with it, so there's no feed to select. You can see the data source that's applied during template setup, but you can't edit it. - There is no multiplier.
No multiplier needs to be defined, so you won't see this during template setup.
- You can select any standard ad groups from search campaigns in client accounts in the supported, serving advertising platforms.
- You can select all ad groups that meet the filter that you define.
- You can edit the ad group parent list when editing the RSA template, but you can't switch to an ad group template parent.
- From the "Attributes" sub-menu:
- "Campaign name", "Ad group name", "Daily budget", "Max. CPC", "Campaign status", "Ad group status". These attributes are always present for selection. You can configure RSA templates using them even when the "Custom Columns" and "Custom Dimensions" sub-menus are empty.
- From the "Custom Columns" sub-menu:
- Any custom columns at the current sub-manager level, excluding feed-based custom columns.
- From the "Custom Dimensions" sub-menu:
- Any custom dimensions at the current sub-manager level. Manager-level custom dimensions are not shown.
- The RSA template you set up generates RSAs in any type of supported client account that you're working within.
The following table describes, per template type, where you can create dynamic content using custom columns, and provides an example for each dynamic setting based on a flights feed scenario:
| Template type | Dynamic content locations | Flights example custom column formulas |
|---|---|---|
| Campaign | Stage 1 "Template settings" | |
|
Campaigns are paused when the condition "no seats left" is matched:
|
|
| Stage 2 "Campaign settings" | ||
|
Campaign entities are generated for each unique combination of brand and origin_country in the feed.
Brand, origin_country, and destination_country become the campaign multiplier used to scale campaign creation. For each unique brand, origin_country, and destination_country combination, a campaign is generated. Example output:
If the option to Create all keywords in match-type specific campaigns is selected in Stage 1 "Template settings", and only the keyword match types "broad" and "exact" are used, the campaign names generated would be:
|
|
|
This could be a static numerical value, for example, 100. It could also be based on a formula. In this example, the
|
|
| "Campaign URL options" | ||
|
For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
Example output:
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://. 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. See Apply custom settings. |
|
|
|
|
| Ad group | Stage 1 "Template Settings" | |
|
Ad groups are paused when the condition "no_seats_left" is matched:
|
|
| Stage 2 "Ad group settings" | ||
|
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:
If the option to Create all keywords in match-type specific ad groups is selected in Stage 1 "Template settings", and only the keyword match types "broad" and "exact" are used, the ad group names generated would be:
|
|
|
This could be a static numerical value, for example, 2.5.
It could also be based on a formula. In this example, the
Custom settings can be used. See Apply custom settings. |
|
| "Ad group URL options" | ||
|
For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
Example output:
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. See Apply custom settings. |
|
|
|
|
|
Responsive Search Ad (RSA) Ad group template parent |
Stage 1 "Template Settings" | |
|
Ad groups are paused when the condition "no_seats_left" is matched:
|
|
| Stage 2 "Ad settings" | ||
|
This can be the URL definition for the landing pages users are directed to when the ad is clicked. URLs must start with http:// or https:// (recommended). For example:
The brand/origin_country/origin_name/destination_country/ destination_name columns become the responsive search ad multiplier used to scale RSA creation. For RSA templates with ad group template parents an RSA is created for each unique value combination generated. You must select feed columns in Stage 1 "Template Settings" at "Multiplier" to create one responsive search ad for each unique value combination. Example: Select the brand/origin_country/origin_name/destination_country/destination_name columns. |
|
|
Display paths are short and part of the URL. For example, if the feed columns origin_iata and destination_iata contain the respective airport IATA codes, the display path formula could be:
The origin_iata and destination_iata columns become the RSA display path multiplier used to scale the RSA display paths created where the value combination uniquely identifies a row in the feed. An RSA display path is created for each unique value combination generated. For RSAs, you must explicitly define the multiplier at Stage 1. Example output:
|
|
|
Multiple static and/or dynamic headlines can be configured. For example: Headline 1 (static)
Headline 2 (dynamic)
Example output:
Each headline can have static or dynamic fallbacks also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the headline is too long. The headline character limit is 30. If the headline fails and multiple headline fallbacks are configured, when the headline fails, the system checks through these fallbacks in order until it finds and applies the first one that is valid. Custom settings can be used. See Apply custom settings. |
|
|
Multiple static and dynamic descriptions can be configured. For example: Description 1 (static)
Description 2 (dynamic)
Example output:
Each description can have a static or dynamic fallback also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the description is too long. The description character limit is 90. If the description fails and multiple description fallbacks are configured, when the description fails, the system checks through these fallbacks in order until it finds and applies the first one that's valid. Custom settings can be used. See Apply custom settings. |
|
| "Ad URL options" | ||
|
For further information about tracking templates, see About tracking URLs. This is a possible example for this template type's tracking template, if set:
URLs must start with http:// or https:// (recommended). Brand becomes the ad URL multiplier used to scale the tracking ad URL creation if the RSA parent is an ad group template. A tracking ad URL is created for each unique value combination generated. Example output:
|
|
|
See Configure tracking URLs and custom parameters. Custom settings can be used. See Apply custom settings. This URL uses existing advertising platform parameters (in this case, for Google Ads). |
|
|
Responsive Search Ad (RSA) Ad group parent |
Stage 1 "Template Settings" | |
|
For RSA templates based on ad group parents, the Create responsive search ad in paused state is typically selected here. The RSA template and the associated RSAs can be reviewed before template activation and evaluation, and RSA generation. |
|
| Stage 2 "Ad settings" | ||
|
This can be the URL definition for the landing pages users are directed to when the ad is clicked. For all advertising platforms and client accounts:
For specific advertising platforms client accounts:
URLs must start with http:// or https:// (recommended). Ad group parent exampleThe formula can be: "www.example.com/" & Ad_group_name & "/" & Sales.Sale_name
Example output:
|
|
|
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent exampleA static value is used:
|
|
|
For all advertising platforms and client accounts:
Ad group parent exampleMultiple static and/or dynamic headlines can be configured. Headline 1 (static)
Headline 2 (dynamic) "Sale.Sale_name & " sale coming soon, November 24th, 2023!"
Headline output in generated ads:
Each headline can have static or dynamic fallbacks also configured as a custom column. Fallbacks are used when the original formula evaluates to an invalid value. The most common use case is when the headline is too long. The headline character limit is 30. If the headline fails and multiple headline fallbacks are configured, when the headline fails, the system checks through these fallbacks in order until it finds and applies the first one that is valid. |
|
|
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent exampleDescription 1 (static) Black Friday discount flights!
Description 2 (dynamic) Sale.Discount & "%" & " off " & Ad_group _name & " booked on " & Sale.Sale_name
Description output in generated ads:
|
|
| "Ad URL options" | ||
|
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Ad group parent example"www.example.com/" & Ad_group_name & "/" & Sale.Sale_name
A tracking ad URL is created for each unique value generated. Example output:
See Configure tracking URLs and custom parameters. This URL uses existing advertising platform parameters, (in this case, for Google Ads). |
|
|
See Configure tracking URLs and custom parameters. Custom settings can be used. See Apply custom settings. This URL uses existing advertising platform parameters (in this case, for Google Ads). |
|
| Keywords | Stage 1 "Template Settings" | |
|
Ad groups are paused when the condition "no_seats_left" is matched:
|
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| Stage 2 "Keyword settings" | ||
|
Match types can be broad, phrase, or exact. In our flights example, only broad and exact are used: If the Create all keywords in match-type specific campaigns/ad groups options are selected in the respective templates, campaign names and ad group names are appended with the suffix _broad and _exact. See Campaign name for examples. Custom settings can be used. See Apply custom settings. |
|
|
Four keyword values are entered as referenced feed columns:
For keywords, you must select the appropriate columns in Multiplier at Step 1. Example output:
|
|
|
Inherited, but for a custom setting may be
Custom settings can be used to create different Max CPCs by account type or specific client account. See Apply custom settings. |
|
|
URLs must start with http:// or https:// (recommended). A keyword Final URL is created for each unique value combination generated. For example:
|
|
| Negative keywords |
Stage 2 Negative keyword settings |
|
|
Static and/or dynamic negative keywords can be configured. For our example, brand Albatross Flights may not want ads to show for airports from which it has no flights. These are entered as static text:
If the Golden Eagle Flights brand has a separate client account, the same negative keyword policy can be applied using a custom setting to prevent clicks for routes from which the airline does not fly:
|
|
| Plan |
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Best practices for campaign and ad group names and multipliers in templates
Why use campaign/ad group name formula feed columns for the multiplier?
The Use feed columns from the campaign/ad group name formula is recommended because it ensures that the campaigns created cover the full range of unique campaigns that are required.
Example
If we added another row based on the same "origin_country" to our flights feed - for example, Seattle to London Heathrow - and the campaign name in the template only used this feed column, the range of campaigns created may not have the granularity required to make ads and ad groups as effective as possible. All flights from one unique "origin_country" to any "destination_country" would be promoted through a single campaign, losing the opportunity to target particular country-to-country routes.
Using feed columns in the campaign/ad group name so that it is closer to reflecting the “product” to be promoted - flight route tickets - fine tunes the campaigns so that they are more effective, but this only works if you select Use feed columns from the campaign/ad group name formula when defining the multiplier.
In our example, if "origin_country" is selected as a custom multiplier rather than using campaign/ad group name feed columns, campaign coverage would be lost. If the name formula "Albatross Flights " & f:"origin_country" & "/" & f:"destination_country" is used in this scenario, a random destination_country would be paired with each unique origin_country in campaign/ad group names. When Use feed columns from the campaign/ad group name formula is selected, a campaign is created for each unique combination of values for "origin_country“ and "destination_country" found in the feed.
Template name formulas should be as simple as possible and should not use complicated functions. Consider how the following settings are applied by the new Search Ads 360:
-
Custom multiplier:
"origin_country"and"destination_country" - Campaign name:
"Albatross Flights " & if(f:"availability" = "Available", f:"origin_country" & "/" & f:"destination_country", "Others")
In this case, "availability" is not part of the name, but is used in the computation of the name. As in the previous example, a random combination of "origin_country" and "destination_country" is chosen first (USA/France or USA/UK). The “availability" value in that random row is used to determine the name instead. In this example, the formula does not achieve what the user expects.