Create and report on Google Ads dynamic search ads in Search Ads 360

Create Google Ads dynamic ad groups in Search Ads 360

Dynamic ad groups can only be created in Google Ads campaigns that are set up for dynamic search ads.

 

  1. Navigate to a Google Ads campaign.
    Steps for navigating to a campaign
    1. In the left navigation panel, 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.

    Search Ads 360 displays the campaign page.

  2. Click the Ad groups tab.
  3. Above the reporting table, click New ▼and then select Dynamic ad group.
    If you don't see Dynamic ad group, the campaign is not set up for dynamic search ads.
  4. In the ad group editor, enter the ad group's name.
  5. Enter Google Ads ad group settings as described below.

  6. Click Save.

    Search Ads 360 creates the dynamic ad group and traffics it to the engine.

 

Google Ads ad group settings

Ad group

Default CPC

In a Google Ads ad group, you can specify a default maximum bid:

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

You can override this default by specifying a maximum CPC for each dynamic target.

Bidding strategy 

Bidding strategy

Apply a Search Ads 360 bid strategy to let the bid strategy automatically adjust the max CPC for dynamic search ad targets.

If a bid strategy is applied to the campaign, the ad group automatically inherits the bid strategy, unless you apply a different bid strategy to the ad group or manually set the max CPC for the ad group.

  • Manual bidding: By default, the maximum CPC for dynamic targets in the ad group will not be managed by a Search Ads 360 bid strategy, even if a Search Ads 360 bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, the maximum CPC for all dynamic targets in the ad group inherit the campaign’s Search Ads 360 bid strategy settings.
  • A specific Search Ads 360 bid strategy: By default, the maximum CPC for all dynamic targets in the ad group is managed by the selected Search Ads 360 bid strategy, regardless of any Search Ads 360 bid strategy settings for the campaign.
Google Ads bid strategies aren't supported for Google Ads dynamic ad groups.

Targeting

Mobile bid adjustment

You can set a mobile bid adjustment in Search Ads 360 at the ad group level in Google Ads campaigns. This is useful if you have large campaigns and find that your optimal bids for some dynamic targets would require much different mobile bid adjustments within a campaign. Read this Google Ads blog post to learn more.

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

In the Mobile bid adjustment list, select one of the following:

  • No bid adjustment for this device : Uses the dynamic target maximum CPC.
  • Increase by: Increase the max CPC on mobile devices by up to 900%.
  • Decrease by: Decrease max CPC on mobile devices by up to 90%. Decreasing by 100% will disable mobile bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.
 

Tablet bid adjustment

Specify a different bid adjustment to target tablet devices.

In the Tablet bid adjustment list, select one of the following:

  • No bid adjustment for this device : Uses the maximum CPC.
  • Increase by: Increase the max CPC on tablet devices by up to 900%.
  • Decrease by: Decrease the max CPC on tablet devices by up to 90%. Decreasing by 100% will disable tablet bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.

Desktop bid adjustment

Specify a different bid adjustment to target desktop devices.

In the Desktop bid adjustment list, select one of the following:

  • No bid adjustment for this device : Uses the maximum CPC.
  • Increase by: Increase the max CPC on desktop devices by up to 900%.
  • Decrease by: Decrease the max CPC on desktop devices by up to 90%. Decreasing by 100% will disable desktop bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.
Remarketing

Because people who have visited your site are more likely to buy, you can create remarketing lists in Google Ads and then apply them to ad groups in Search Ads 360. Google Ads remarketing lists help you target list members by adjusting keywords bids or adjusting bids and displaying ads with a different message.

Use the remarketing options to indicate your list targeting preference for the ad group. Note that the setting can't be inherited from a campaign because the options aren't available for Google Ads campaigns. Remarketing lists at the campaign level can only be used to exclude members from advertising.

To apply Google Ads remarketing lists in Search Ads 360, choose one of the following options:

  • Use bid adjustment only (default). When you apply a remarketing list to an ad group, you can set a bid adjustment percentage to increase or decrease bids to target that audience. The same ads display for everyone, but you might bid more or less to display the ads for list members.
  • Use for targeting and bid adjustment. When you apply a remarketing list to an ad group, you can set a bid adjustment percentage to increase or decrease bids to target that audience and display a different set of ads for the audience members. The ads in the ad group are displayed only for the members of the remarketing list.

URL options (optional)

URL template

An ad-group level URL template applies a third-party tracking URL or a set of URL parameters to landing page URLs for all ads, keywords, and other clickable items in the ad group.

The template you define here will override any template defined for the engine account or campaign. Likewise, individual ads, keywords, and other items in the ad group can override this template by defining their own template.

In accounts that use parallel tracking, URL parameters that appear in this field may not be sent to the landing page, depending on how you define them. The recommended practice for these accounts is use the Final URL Suffix to specify URL parameters that your landing pages require.

Learn more
Custom parameters (optional)
Defines parameters and values you can add to the URL template for the ad group or any of its ads, keywords, dynamic targets, or product groups. You can also add these parameters directly to the landing page URLs in any of the ad group's ads or keywords. If custom parameters defined for the campaign use the same name as the ones you define here, the parameter values here override the values specified for the campaign.
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