Use the Ad Group Tactic Settings page to view and edit the current distribution tactics for an ad group. The settings on this page apply to all ads in the ad group (unless you override them for an individual ad).
In the Ad Group Tactic Settings page, you can do the following for the current ad group:
Turn the Sponsored Search or Content Match distribution tactic on or off.
For Sponsored Search, set the following:
match type—Standard or Advanced
for the Advanced match type, words that exclude some searches from matching your ads
Sponsored Search bid, or, if campaign optimization is running, the Sponsored Search bid limit
For Content Match, set the Content Match bid
Note: If campaign optimization is turned on, you can't change settings for Sponsored Search status, match type, or ad group bid because the optimizer manages these settings for you. Also, Content Match is turned off for all ad groups.
Opening the Ad Group Tactic Settings Page
To open the Ad Group Tactic Settings page
In the campaigns list on the Campaigns tab, click the name of a campaign that contains the ad group you are interested in. The Campaign Details page opens.
Click the name of the ad group. The Ad Group Details page opens.
Click the Ad Group Settings link.
In the Tactic Settings panel, click Edit.
The Ad Group Tactic Settings page opens.
Turning Sponsored Search On or Off
Note: If campaign optimization is turned on, you can't turn Sponsored Search on or off. The optimizer manages Sponsored Search status for you.
To turn Sponsored Search on or off for an ad group
Open the Ad Group Tactic Settings page.
Set Sponsored Search Status to On or Off.
Click Save Changes.
For Sponsored Search, you can select either the Advanced match type or the Standard match type for this ad group.
Note: If campaign optimization is turned on, you can't change the match type for Sponsored Search. The optimizer manages match types for you.
To select the match type for an ad group
Open the Ad Group Tactic Settings page.
To select the Advanced match type, make sure Sponsored Search Status is set to On.
For Match Type, click either Advanced or Standard.
Click Save Changes.
The Sponsored Search bid for an ad group applies to keywords in the ad group, unless you set custom keyword bids.
Note: If campaign optimization is turned on, you can't set a Sponsored Search bid for the ad group. The optimizer manages Sponsored Search bids for you.
To set a Sponsored Search bid for an ad group
Open the Ad Group Tactic Settings page.
In the Set Your Sponsored Search Bid area, enter a bid for the ad group.
Click Save Changes.
If your Sponsored Search ad group bid is “too low”
If you enter an ad group default bid that is below minimum required to keep all of the keywords using the ad group default bid active, a warning window is displayed with a suggested minimum bid that is based on the keyword using the ad group default bid with the highest minimum bid. That suggested minimum bid should be high enough to keep all of the keywords using the ad group default bid active.
Note: Sponsored Search custom keyword bids are always managed at the keyword level.
Using Excluded/Negative Keywords
Excluded keywords/words, also called negative keywords, help prevent your ad from showing for queries containing your selected excluded/negative term and are an important component in building your keyword list. The excluded or negative keywords can be set up at the Account and Ad Group levels. Adding too many excluded/negative keywords or phrases can result in a limited audience for your ads. However, using excluded/negative keywords means that your ads can show to a more targeted audience.
To use excluded/negative keywords, make sure that Sponsored Search is on and you've selected the Advanced match type for the ad group. You can set up the match type at the account, campaign, ad group and keyword levels. You can specify up to 250 excluded/negative keywords for an ad group. These combine with any excluded/negative keywords you specify at the Account level.
Here are some examples of how you can use excluded words/keywords:
Table 1.
Advertiser’s Keyword |
Excluded Words/Keywords |
Advertiser’s Reason to Block |
|---|---|---|
32 inch color television |
Flat Screen |
Does not sell this type of TV |
Ski Lessons in Lake Tahoe |
Children's Lessons |
Only offers lessons to adults |
Printer |
Used |
Only sells new printers |
Maui Beachfront Condo |
For Sale |
Only rents condos |
China |
Ivy Pattern |
Does not offer this pattern |
To block unwanted matches for an ad group by using excluded words
Open the Ad Group Tactic Settings page.
Make sure Sponsored Search Status is set to On, and Match Type is set to Advanced. (You can still specify excluded words when Sponsored Search is turned off and/or the Standard match type is selected; however, the excluded words will not take effect.)
Review the excluded words that are specified for the account. Excluded words at the account level apply to this ad group in addition to the ad group excluded words you’re about to define.
In the Excluded Words text area, enter excluded words for this ad group—one word or phrase per line
Click Save Changes.
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
Open the Ad Group Tactic Settings page.
Set Content Match Status to On or Off.
Click Save Changes.
The Content Match bid for an ad group applies to keywords in the ad group, but you can override the ad group bid for a keyword by setting a custom keyword bid.
Note: You can only set Content Match bids when optimization is turned off. See Turning Content Match On or Off for details.
To set a Content Match bid for an ad group
Open the Ad Group Tactic Settings page.
In the Set Your Content Match Bid area, enter a bid for the ad group.
Click Save Changes.
If your Content Match ad group bid is too low
If your Content Match ad group bid is lower than the required minimum bid, your Content Match ad group will be inactive.
To learn more about tactic settings, see: