Use the Ad Group Tactic Settings page to view and edit the current distribution tactic choices for a particular ad group. You can turn on Sponsored Search or Content Match. If you choose Sponsored Search, you can also update your match type. Additionally, you can set a Sponsored Search bid and a Content Match bid to apply to your ad group.

• Turning Sponsored Search On or Off

• Selecting Match Types

• Setting Sponsored Search Bids

• Using Excluded Words

• Turning Content Match On or Off

• Setting Content Match Bids

Turning Sponsored Search On or Off

To turn Sponsored Search on or off for an ad group:

1. Open the Campaigns page > Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. Set Sponsored Search Status to On or Off.

6. Click Save Changes.

Selecting Match Types

To select the default match type for an ad group:

1. Open the Campaigns page > Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. Set Match Type to Advanced or Standard.

   • Standard match type ads are displayed for exact matches to your keywords, as well as for singular or plural variations and common misspellings.
   • Advanced match type ads are displayed for a broader range of searches related to your keywords, titles, descriptions and/or web content. By default, all ads are set to the advanced match type.

6. Click Save Changes. The match type you select will apply to all Sponsored Search traffic for this ad group.

Setting Sponsored Search Bids

To set a Sponsored Search bid for an ad group:

1. Open the Campaigns page > Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. If campaign optimisation is Off, use the Sponsored Search Bid field to enter a bid.

6. If campaign optimisation is On, use the Sponsored Search Bid Limit field to enter a bid limit.

   • Select Use Default Bid Limit to apply the campaign bid limit to the ad group.
   • Select Specify Custom Bid Limit to define a Sponsored Search bid for the ad group.

7. Click Save Changes.

Using Excluded Words

Excluded Words can help you refine the matches you receive through the advanced match type by blocking certain searches that you believe will not be relevant. Examples are shown below.

Table 1.

Advertiser’s Keyword	Excluded Word	Advertiser’s Reason to Block
32 inch colour television	Flat Screen	Does not sell this type of TV
Ski Lessons in Aviemore	Children's Lessons	Only offers lessons to adults
Printer	Used	Only sells new printers
Cornwall Beachfront Property	For Sale	Only rents properties
China	Ivy Pattern	Does not offer this pattern

To block unwanted matches with excluded words for an ad group:

1. Open the Campaigns page > Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. In the Excluded Words text area, enter any excluded words for your ad group, one per line.

6. Review the excluded words that are already defined for your account. The account excluded words will be applied to your ad group as well.

7. Click Save Changes. The ads in your ad group will not be matched to search queries that contain the excluded words you defined.

Turning Content Match On or Off

Note: If campaign optimization is turned on, Content Match is automatically turned off for all ad groups in the campaign. With campaign optimization running, you cannot change the status of Content Match.

To turn Content Match on or off for an ad group:

1. Open the Campaigns page > Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. Set your Content Match Status to On or Off.

6. Click Save Changes.

Setting Content Match Bids

To set a Content Match bid for an ad group:

1. Navigate to the Campaigns > page Campaign Details page.

2. Identify the ad group and click its link. The Ad Group Details page opens.

3. Click the down-arrow to the right of the Ad Group Settings button. The Ad Group Settings dropdown list appears.

4. Select Tactic Settings. The Ad Group Tactic Settings page opens.

5. If campaign optimisation is Off, use the Content Match Bid field to enter a bid.

6. If campaign optimisation is On, use the Content Match Bid Limit field to enter a bid limit.

   • Select Use Default Bid Limit to apply the campaign bid limit to the ad group.
   • Select Specify Custom Bid Limit to define a Content Match bid for the ad group.

7. Click Save Changes.

To learn more about tactic settings, see:

• Account Tactic Settings

• Ad Group Tactic Settings