Create a new campaign

A campaign is a grouping of ads. Each campaign can have multiple ads with different advertising goals. Advertisers should create separate campaigns for different advertising objectives. 

An ad is what users view on their phones. Ads are used to promote your apps and campaigns to organise your ads. For example, you can create a campaign named 'Nexus 7' with several ads targeting Nexus 7 users.

You can create a new campaign by following these steps:

• Step 1. Set up your campaign
• Step 2. Select ad units
• Step 3. Adjust campaign and goal
• Step 4. Create ads (optional)

Get started on a new campaign

1. Sign in to your AdMob account at https://apps.admob.com.
2. Click Campaigns in the sidebar.
3. Click Create campaign. 

Step 1. Set up your campaign

1. Select your campaign type.
   • House ad: Promotes your own apps and websites.
   • Direct sold: A campaign that you create for an advertiser.
2. Select the Goal type to choose how your campaign will be measured. 
   • Max cost per install (Android Beta): Set the maximum amount that you want to spend to acquire a new user for your app. This goal type is for house ad campaigns only. 
   • Mediated ads (recommended for backfill): Your ads compete in the mediation chain using an eCPM that can be optimised for backfill.
   • Number of impressions: Set the number of impressions for your campaign.
   • Number of clicks: Set the number of clicks for your campaign.
   • Percentage of impressions: Set the percentage of daily impressions to direct your campaign.
3. Click Continue.

Step 2. Select ad units

1. Click Add ad units. 
2. Tick the box next to the ad units that you want to serve in this campaign. This action adds them to the selected ad units list. To add all of the available ad units, click Select all.
   Note: AdMob campaigns can't be served on apps that target children as an audience. If you've included an ad unit from an app that targets children in your AdMob campaign, you won't see any campaign impressions for that app.
3. Click Confirm.

Choose advanced targeting

Click Advanced targeting and then click each of the criteria that you want to edit. Then click Let me choose (select at least one). 

• Geographic location(s) you want to target. If you don't want any specific geographic targeting, choose Select All countries and territories. 
  • By advertising in areas with the right customers, you can help increase your return on investment. 
• Language(s) that you want to target. Language is based on the user's device language settings. Defaults to All available languages.
  • AdMob looks at the customer's language setting on their device to determine if it matches one of the languages that your campaign targets.
• Internet providers that you want to target. Defaults to All Internet providers and Wi-Fi.
  • For example, If you choose to target Wi-Fi traffic, your ads will appear on mobile phones only when they are connected to a Wi-Fi network.
• Devices and OS versions that you want to target. Defaults to All available devices and OS versions.
  • For example, if you have an iPhone app with HD image assets, you could choose to target iPhone 12 and higher device models.
  • Note: Campaigns can be targeted to multiple ad units in multiple apps, so restricting these settings too much may adversely affect your campaign.
• Demographics or specific groups of customers who are most likely to be interested in the advertised app. For example, an app for new mothers targeted to women ages 18–44. Defaults to All available genders and ages.
  • Note: More specific demographic targeting means ads in the targeted campaign are shown to fewer customers. For speciality apps, this might be desirable. For apps with a general purpose, more general demographic targeting will widen the audience.

The more you refine your selections, the more you reduce the total amount of traffic available for your ads. As you experiment with targeting, we recommend watching your reports closely and refining your selections.

4.  Click Continue.

Step 3. Adjust campaign and goal

1. Enter a name for your campaign. The campaign name won't be visible to users.
2. Set a specific goal for your campaign. This field is based on the goal type chosen when you set up the campaign. It can be a per cent of impressions, a number of impressions or a number of clicks that your campaign aims to meet. You can also set your goal as mediated ads, which means that your ads compete in the mediation chain using an eCPM that can be optimised for backfill.
   Before you set a goal for this campaign, you may want to review the app's historical traffic, impression and click data to identify trends and ensure that the goal is achievable within the scheduled time period.

Set advanced options

To set frequency capping or ad serving pace, click Advanced options:

1. Frequency capping: Enable frequency capping if you want to limit the number of times that your ads appear to the same person. Learn more about frequency capping for campaigns.
2. Ad serving pace: Set the pace at which ads are served to control the number of impressions that each line item receives:
   • Even: Ensures that each line item receives sufficient impressions to stay on track each day. This is the recommended pace if you're trying to manage multiple campaigns.
   • As fast as possible:Ensures this campaign receives impressions at the highest possible pace. This pace will likely take impressions that would have gone to other campaigns to increase the chances of this campaign reaching its goal.
3. Click Save & Continue.

Step 4. Create ads (optional)

You can choose to create your ads or you can return to this step later by clicking the name of the existing campaign, clicking the Ads tab and then following the steps below. 

1. Click Create new ad.
2. Select what you're advertising: 
   • An app on Google Play: You can search for the app using the app name, developer name or app ID, and we’ll use the results to create your ad.
   • An app on the App Store: You can search for the app using the app name, developer name or app ID, and we’ll use the results to create your ad.
   • An app hosted somewhere else: Enter the destination URL for where AdMob will direct users when they click the ad.
   • A website: Enter the destination URL for where AdMob will direct users when they click the ad.
3. Select an ad type and enter the relevant details for the ad:

   Note: The ad type must be compatible with the ad unit format that you previously selected and with what you're advertising. Learn which ad types are compatible with the ad formats. 

   Text ad

   Text ads are ads made up of lines of text.

   Promote an app

   • App: Use the search box to find the app that the ad will promote.
   • Ad name: Enter a name for the ad, up to 25 characters.
   • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL isn't visible in the ad.
   • Headline: Enter the message that you want users to view, up to 25 characters.
   • Ad text: Enter a description for the app being promoted, up to 35 characters.
   Image ad

   Image ads are made up of one image file that you upload.

   Promote an app

   • Ad name: Enter a name for the ad, up to 25 characters.
   • App/Website: Click the App button, if not already selected.
   • App: Use the search box to find the app that the ad will promote.
   • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL isn't visible in the ad.
   • Image upload: Upload an image file from your computer to use as the ad creative.

   Promote a website

   • Ad name: Enter a name for the ad, up to 25 characters.
   • App/Website: Click the Website button, if not already selected.
   • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL isn't visible in the ad.
   • Image upload: Upload an image file from your computer to use as the ad creative.
   HTML5 ad
   HTML5 ads are only available if you're advertising a website or an app hosted somewhere else.  

   HTML5 ads are made up of 1 .ZIP file that you upload containing an HTML5 ad designed in Google Web Designer.

   • Ad name: Enter a name for the ad, up to 25 characters.
   • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL isn't visible in the ad.
   • Creative: Upload 1 .ZIP file containing an HTML5 ad created in Google Web Designer from your computer to use as the ad creative.
   Video ad

   Note: Currently, only YouTube videos are supported. Video ads are only available if you're advertising an app on the Google Play store or on the App Store.

   • Ad name: Enter a name for the ad, up to 25 characters.
   • App: Use the search box to find the app that the ad will promote.
   • Destination URL: Enter the URL that AdMob will direct users to when they tap the ad. This URL isn't visible in the ad.
   • Video URL: Enter the URL of the video that you want to show in the ad. You can review the automatically generated video preview to ensure that the right video is being linked. Please note the following:
     • YouTube videos that don’t allow embedding can still be shown in video ads.
     • Video ads respect video privacy settings. YouTube videos set to Private can't be shown in video ads. Only Public and Unlisted videos can be shown.
     • A static end card will be shown if a video fails to load for any reason. Example: Video is country-restricted
   • Headline: Enter the message that you want users to see, up to 25 characters.
   • Description: Enter a description of the app being promoted, up to 70 characters.
   • Included info: This field is auto-populated. It contains additional information, such as price and ratings (if available) from the relevant app store that we use to enhance this ad.
     • Price in the ad preview is based on the default currency and will be adjusted to the currency based on user location.
     • Ratings are shown only when they are greater than four stars and the number of reviews is over 100.

   Videos displayed in rewarded ad units must be shorter than 30 seconds.
   Responsive display ad
   Note: You must select 'website' as what you’re advertising in your campaign to use responsive display ads.

   • Destination URL: Enter the URL that AdMob will direct users to when they click the ad. This URL isn't visible in the ad.
   • Headline: Enter the first line of your ad, up to 30 characters.  
   • Long headline: Enter the first line of your ad that will appear instead of your short headline in larger ads. It can be up to 90 characters, and may appear with or without your description.
   • Description: Enter a description of the website being promoted, up to 90 characters.The description adds to the headline and provides additional context or details. 
   • Business name: Enter the name of your business or brand, up to 25 characters.  
   • Video URL (optional): Enter the URL of the video that you want to show in the ad. Please note the following:
     • YouTube videos that don’t allow embedding can still be shown in video ads.
     • Video ads respect video privacy settings. YouTube videos set to Private can't be shown in video ads. Only Public and Unlisted videos can be shown.
     • A static end card will be shown if a video fails to load for any reason. Example: Video is country-restricted
   • Disclaimer (optional): You can include a disclaimer that tells users about any consent or legal notices associated with the ad. Disclaimers can't be more than 90 characters, or include links to other websites or resources.
   • Landscape image: Upload a landscape image should have a ratio of 1.91:1 and be greater than 600 x 314. The file size limit is 5120 KB. 
   • Square image: Upload a square (1:1) image should be at least 300 x 300. The file size limit is 5120 KB. 
   • Call to action text: To encourage people to act, your call to action text can show in a variety of layouts. By selecting 'Automated', Google selects the call to action for you. Some ad layouts don't include a call to action.
4. Click Preview to preview the ad.
5. Click Create ad. 
6. Repeat steps 1 to 5 for each ad that you want to create for this campaign.
7. When you've finished creating ads, click Done.

Understand ad type compatibility

When you design an ad, you'll need to choose an ad type. Make sure that you consider the ad formats that can support the ad types that you choose. You can use the table below to help you decide.

Also note that you'll need to select ad units that are the same format as the ad that you want to create, otherwise your ad may not appear. 

Your campaign goal type also affects the ad type compatibility. Use the table below to help you choose your campaign goal type. 

Campaign goal type compatibility with ad types table

 Note: When using cost per install as the goal type, you can only use text, video and image ad types in campaigns advertising apps on Google Play. They aren't currently supported on other app stores or a website.

		Campaign goal types
Advertising	Ad type	Max CPI	Mediated Ads	Number of impressions	Per cent of impressions	Number of clicks
An app on Google Play	Text
	Video
	Image
An app on the App Store	Text	Beta
	Video	Beta
	Image	Beta
An app hosted somewhere else	Image
	HTML 5
A website	Image
	HTML 5
	Responsive format
	Text