Troubleshoot template errors

This article will help you with the following:

  • Recognize template error categories
  • Understand probable causes of errors
  • How to resolve the errors through the suggested fixes

Note:

  • This document presents the most likely scenarios for errors. This is not an exhaustive list of errors.
  • There might be other ways of resolving the errors. These resolutions vary depending on how the templates are implemented.

Template requirements

Each supported advertising platform has specific requirements and limits that aren't defined by Search Ads 360, but are defined by the advertising platforms. Check each advertising platform's Help Center for more information.

Unlike campaigns that are manually built, Templates are automatically built and manage campaigns on a large scale. This automation may present challenges in ensuring the precision of each field.

Example

When manually building individual campaigns, you can't save if the campaign name is too long. Templates automatically build hundreds, or even thousands of campaigns based on feed data. Template errors provide information about configuration errors that apply to a subset of campaigns (or campaign structure, targeting, or creatives) that are built by a given template.

Benefits of error message

  • Provide insights into where you might need to refine your feed, formulas, or other template configurations to maximize template output and effectiveness.
  • Display the number of campaigns, ad groups, targeting, and creatives that the template couldn’t generate, or update because of errors when the template was evaluated.
  • Help you iterate on templates’ configurations to make them more effective. Because of Templates flexibility, configuring templates for each use case might require iteration.

Template errors

Expand all

Start date errors

Templates can't generate campaigns, and ad groups after a statically defined date has passed.

Potential errors

Template type Error
Ad group The AdGroup Start Date should be after current date
Campaign Campaign can’t be set to a past date

Potential causes

The template start date was defined as a specific date, and that date passed before the template tried to generate affected campaign structure, targeting, or creatives.

Example scenario

Template start date: 10/31/2022

Scenario: A feed is updated with new values on 11/01/2022, which triggers the template to attempt to create new campaigns, or ad groups.

Output: New campaigns and ad groups can't be created, because the template start date (10/31/2022) is in the past.

This error may not require action and is working as intended if you don’t want the template to generate new campaigns or ad groups after a specific date, even if the feed is updated with new values.

Example resolutions

If a resolution is required, do one of the following:

  • Change the start date to a date in the future.
  • Use the "As soon as campaigns are created" option to set the start date as the date the campaign or ad group is created.
  • Define a static number of days after the campaigns or ad groups are created as the start date (for example, “today +1”).
Engine limit exceeded

This template is creating enough entities to exceed the client account limit.

Potential errors

Template type Error
Campaign Engine count limit exceeded
RSA Engine count limit exceeded
Ad group Engine count limit exceeded

Potential causes

The ‘Engine count limit exceeded’ error occurs when the template creates enough entities to exceed a specific account limit in the client account. In the new Search Ads 360 experience, Templates will attempt to make as many entities as possible but up to the set limit.

Example scenario

Example 1

  • In Google Ads, each ad group can have only 3 enabled responsive search ads (RSAs). If an existing ad group already has 2 enabled RSAs, and your template is trying to generate an additional 2 RSAs, the template system would generate only 1 RSA and the rest would result in an “Engine count limit exceeded error.”

Example 2

  • Let's say you have a campaign template with a multiplier that represents 8,000 unique items. This means the template will try to create 8,000 campaigns. You already have 3,000 pre-existing campaigns in the account. In Microsoft Ads, each account can have up to 10,000 campaigns. This means that when your campaign template evaluates, it will generate 7,000 campaigns, and the remaining 1,000 will result in an “Engine count limit exceeded” error.

Example resolution

There are 2 main paths to resolving this error:

  1. Choose a different multiplier that generates fewer entities to avoid exceeding the account limit.
  2. Remove existing entities from your account to make space for the remaining entities blocked by this error.

For more information on specific account limits, visit the Help Center of the relevant advertising platform.

Unchangeable field

The ad group has negative keywords with the exact match type you are trying to generate. To add a keyword, use different text, remove existing negative, or positive keywords.

Potential error

Template type Error
Keyword FIELD_ERROR_IMMUTABLE_FIELD: 2255

Potential cause

The error occurs because you can’t simultaneously add a keyword term into both positive and negative keywords for the same ad. To avoid limiting ad serving, you can use different keyword text, a different match type, or completely remove one keyword version.

Example scenario

“Running shoes” has been added both as a positive and a negative keyword.

Example resolution

Manually remove one version of the conflicting keywords, or choose a different keyword list entirely.

Text contains invalid characters

The template generated text included characters that aren't allowed for the impacted field. Typically, errors are generated because special characters are used, which can include (but aren't limited to) the following: !, @, #, $, %, -, (, ), ^, *, =, {, }, ;, ~, `, <, >, ?, \, |, and /.

The specific characters considered invalid may vary depending on the relevant serving account's settings and requirements.

Potential errors

Template type Error
Keyword Keyword text contains invalid characters
RSA Input value contains invalid characters
Ad group Input value contains invalid characters
Campaign Input value contains invalid characters

Potential causes

The following are potential causes for this error:

  • Feed data contains characters that aren't allowed for the impacted field.
  • The formula on the template contains static text with characters that aren't allowed for the impacted field.

Example scenario

Feed name: Feed B

Feed data:

ID Field A
1 Alpha/Beta
2 Charlie
3 Delta


Scenario: The following formula is used to populate Field A, which doesn’t support the “/” character: f:"Field A" & " / "


Expected output:

“Alpha/Beta / “

“Charlie /”

“Delta /”


Actual output:

No values are generated because all instances of the expected output would contain the “/” character, which isn't supported. One of the Field A values, “Alpha/Beta” contains the “/” character, and the formula adds the “/” character as static text.

Example resolutions

The following are general guidelines to resolve these errors:

  • Update feed data to ensure that it doesn’t use special characters.
  • Use alternates.
  • In the Templates functionality, use functions such as clean_keyword() or regex_extract() to remove special characters. The following example function removes special characters from the feed’s product ID column data: [TRIM(CLEAN_KEYWORD(PRODUCT_ID, " "))]. For example, if the product ID in the feed is “Bolt (10x),” the function returns “Bolt 10x”.
Expired ad groups

An expired ad group can't be updated or changed.

Potential errors

Template type Error
RSA Operation not valid for an expired ad group
Keyword Cannot update ad group which is in expired state

Potential cause

In Microsoft Ads, you can set an end date for your ad group. An “expired ad group” occurs if no ads are running for this ad group, ad, or keyword because the ad group’s end date has passed.

Example scenario

If you create a template to be applied to an expired Microsoft Ads ad group, the template system will show an error message stating “Operation not valid for an expired ad group” or “Cannot update ad group which is in expired state.”

Example resolution

In order to generate entities from the template, navigate to the ad group in question and either:

  1. Extend the end date to sometime in the future.
  2. Remove the end date entirely, if relevant.
Note: This error may not require action and is working as intended if you don’t want the template to generate new campaigns or ad groups after a specific date, even if the feed is updated with new values.
Text is too short

In most cases, this error indicates that the template didn’t generate any text for the field with this error.

Potential errors

Template type Error
RSA Value entered is too short: Headlines
RSA Value entered is too short: Descriptions
RSA Value entered is too short: RSA name
Ad group Value entered is too short: Ad group name
Campaign Value entered is too short: Campaign name

Potential causes

Template formulas use feed data to generate the text for fields. Examples include campaign name, ad group name, headlines, and descriptions.

  • For formulas to be successfully validated, feed columns used in formulas must either contain data or be wrapped in if_error(value, error_value) functions.
    Note: If value generates an error, the function evaluates and returns the alternative defined in error_value. Otherwise, the function returns the value.
  • If data is missing, the formula fails, so partially accurate values aren’t created. The if_error() function enables templates to continue to produce values, even if some requested columns don’t have data.

Example scenario

Feed name: Feed A

Feed data:

ID Brand Category
1 Alpha Shoes
2 Beta  
3 Charlie Clothes


The following formula automatically attempts to build a campaign for each unique combination of Brand and Category: "Campaign: " & f:"Brand" & " " & f:"Category".


Expected output:

Campaign 1 = “Campaign: Alpha Shoes”

Campaign 2 = “Campaign: Beta “

Campaign 3 = “Campaign: Charlie Clothes”


Actual output:

Campaign 1 = “Campaign: Alpha Shoes”

Campaign 2 = “”

Campaign 3 = “Campaign: Charlie Clothes”


Because Campaign 2 is empty, you get the following error: “Field is too short: Campaign name”

Example resolution

Depending on the field, do the following:

  • Use alternatives with other formulas or static text.
  • Use if() functions combined with length() functions to detect if there will be length issues and provide alternatives.
  • Use text functions to trim and refine feed data to prepare it to be used in text fields.
  • Modify feed data so it only contains data that meets advertising platform text fields requirements.
Field or text is too long

1. Headlines and descriptions are too long. Reduce the number of characters.

Potential errors

Template type Error
RSA Field is too long: Headlines
RSA Value entered is too long: Descriptions

Potential cause

You can create 15 unique headlines and 4 descriptions in each RSA. Each headline has a character limit of 30 and each description has a characters limit of 90. If you exceed more than 30 and 90 characters respectively the system will show you an error message to reduce the words as per the requirement.

2. Display Path 1 is too long. Reduce the number of characters.

Potential errors

Template type Error
RSA Value entered is too long: Display Path 1

Potential cause

The display URL in your RSA helps customers understand the page they will end up on once they click on your ad. The value in this field typically differs from the destination URL. Each path has a limit of 15 characters.

3. Keyword text is too long. Reduce the number of characters.

Potential errors

Template type Error
Keyword Keyword text is too long: Keyword text
Keyword Keyword text has too many words

Potential cause

Adding the right keyword helps to show your ads to the right customers. You can add up to 10 words in a keyword.

Action not allowed for removed entity

A removed keyword or RSA ad can't be updated or changed.

Potential errors

Template type Error
Keyword CONTEXT_ERROR_OPERATION_NOT_PERMITTED_FOR_REMOVED_ENTITY
RSA AD_GROUP_AD_ERROR_AD_GROUP_AD_DELETED

Potential causes

Once entities are removed, they can’t be recovered, reactivated, or edited. If an entity has been manually removed, the template system will be unable to modify that entity or create a duplicate.

Example scenario

Let's say you want to create an RSA template that will be placed under 3 different Ad Groups: AG1, AG2, and AG3. AG1 is manually removed sometime after the template is created.

Because AG1 was removed, the template system will be unable to apply the RSA template to AG1.

Example resolution

To resolve this error:

  • Remove the reference to the removed entity from your template.
  • Manually recreate the removed Ad group, and reselect it within the template.

To avoid this issue in the future, consider pausing entities instead of removing them.

Note: If AG1 was created by a template, and you want to place it back under template management, you’ll need to manually recreate it with the same name and follow the same steps listed under “Place manually created entities under template management”. The re-created RSA should exactly match the naming formula you’ve set in your template.
Duplicate assets or entities

Headlines and descriptions for each template generated entity must be unique. For example, if template formulas attempt to generate duplicate ad headings and descriptions, an error is displayed.

Potential errors

Template type Error
RSA Duplicate value in headline or description
Ad group

Duplicate ad group name in a campaign

Campaign CampaignError.DUPLICATE_CAMPAIGN_NAME
Keyword Duplicate keywords

Potential causes

The following are potential causes for this error:

  • Feed data is the same in multiple feed columns that are referenced in your formula fields.
  • The combination of feed data and static text the formula produces results in duplicate values in your formula fields.
  • The same alternative is used for multiple headlines or descriptions, and two or more of these alternatives are needed to generate an ad.

Example scenario

Feed name: Feed B

Feed data:

ID Brand Category
1 Alpha Shooting stars collection
2 Shoes Shoes
3 Charlie Clothing


Scenario: An ad template has the following two formulas that result in the same output:

  • Headline: f:"Brand"
  • Headline: f:"Category"


Likely expected output:

Ad 1 = “Alpha. Shooting stars collection.”

Ad 2 = “Shoes. Shoes.”

Ad 3 = “Charlie. Clothing.”


Actual output:

Ad 1 = “Alpha. Shooting stars collection.”

Ad 3 = “Charlie. Clothing.”


Ad 2 can't be generated because two of the headlines have the same value, “Shoes”, which the advertising platform doesn’t allow.

Example resolutions

To resolve this error, do one or more of the following:

  • Use different alternatives for each headline or description.
  • Modify feed data to avoid duplicate values in the relevant formula fields.
  • Use logic functions, such as if() to prevent duplicate data.
Incorrect URL format
The template generated text for the URL was the incorrect format or contained invalid characters. Ensure you have a minimum of one tag per URL.

Potential errors

Template type Error
RSA URL_ERROR_INVALID_FORMAT: Final URL
RSA URL contains invalid characters
RSA URL must contain at least one tag

Potential cause

The landing page should have the correct URL format which consists of protocol and domain.

Example scenario

For example, the following is a valid URL: https://example.com

If the URL is not formatted correctly, it won't be possible to access the landing page. Here “https:” is the protocol and “example.com” is the domain.

Example resolution

Ensure the content of your landing page field is formatted correctly. If the input is dynamic, check feed for incorrect values.

Bid amounts less than default price

Your bid amounts are less than the default price and the keywords for your product are not relevant to the targeted audience.

Potential errors

Template type Error
Ad group Bid amounts are less than floor price

Potential causes

  • Your bid amount was set at a lower price than the default price, which caused your minimum bid threshold to not keep up with the ad auction.
  • The keywords in your campaign and ad groups are not set up correctly to target the right audience

Example scenario

You are running a campaign for your new product A. You have set your bid amounts to $0.50 USD, but the default price for this keyword is $1.00 USD. This means that your ads are not being shown as often as they could be, because they are being outbid by other advertisers.

Example resolution

The following might help improve your ad performance:

  • To increase the chances of your ads being shown, you can try increasing your minimum bid threshold to $1.00 USD. This will tell the ad auction that you are willing to pay more for a click, which will make your ads more likely to be shown.
  • You can also manually edit your keywords to make sure that they are relevant to your target audience and that you are using the right match types. For example, you could add the phrase "product A" to your keywords, so that your ads will be shown to people who are searching for that specific product.
Ad policy issues

The template generated text doesn't meet advertising platform policy requirements.

Potential errors

Template type Error
Keyword Keyword text does not meet ad policy standards
RSA Ad policy standards are not met

Potential causes

The following are potential causes for this error:

  • Feed data doesn’t adhere to advertising platform policy requirements.
  • The combination of feed data and static text produced by the template formula generates text that doesn't adhere to advertising platform policy requirements.

Example scenario

Feed name: Feed B

Feed data:

ID Custom
1 Alpha
2 Beta
3 Charlie

Scenario: The value “Alpha” in the “Custom” column doesn't adhere to the target advertising platform keyword policy.

Keyword formula: f:"Custom"


Expected output:

Keyword 1 = “Alpha”

Keyword 2 = “Beta”

Keyword 3 = “Charlie”


Actual output:

Keyword 2 = “Beta”

Keyword 3 = “Charlie”


“Alpha” can't be created, because in this example, “Alpha” doesn't adhere to the advertising platform’s keyword policy. A template error is displayed.

Example resolution

Modify feed data so your text field meets the advertising platform's policy requirements. If you’d like to appeal a policy decision, manually create a selection of the responsive search ads or keywords that would have been generated by the template directly in the relevant client account and appeal the policy decision there.

At this time, relevant policy violations won’t appear directly in your client or engine client account.

Data sharing is off for selected sub-manager account

If conversion-data sharing is turned off, sub-manager account goals from Search Ads 360 can't be used as the conversion goal for Google Ads campaigns. You can select account-specific conversion goals instead.

Potential errors

Template type Error
Campaign Data sharing is off for selected sub-manager account

Example scenario

Within a campaign template, you have the option to select conversion goals for the template generated campaigns within the “Conversion goals” settings. By default, the template will select “Use account default goal settings” and will not select any account-specific conversion goals.

If conversion data sharing is turned off, there will be no way for the template to share Search Ads 360 account default goals with the relevant engine accounts, thus leading to the error.

Example resolution

You can resolve this error one of two ways:

  1. Enable conversion data sharing in your Search Ads 360 account.
  2. Select the option to “Add account-specific conversion goals”, and specify which client account goals you’d like to apply.
Empty Fields

The template generated text for the path 1 field was empty, but the path 2 field has a value. Both path 1 and path 2 must have values, or errors are generated.

Potential errors

Template type Error
Campaign, Ad group, RSA, Keyword The attribute cannot be set

Potential causes

The following are potential causes for this error:

  • Path 1 is empty because the text is too short.
  • Path 1 was not configured on the template, but path 2 was configured.

Example scenario

Path 1 doesn’t exist, so path 2 must have the error. See the text is too short section of this article.

Example resolution

Check path 1 for errors and update path 1 on the ad template.

Can’t apply template settings
The template settings can’t be applied because the referenced entities do not exist.

Potential errors

Template type Error
Campaign, Ad group, RSA, Keyword MUTATE_ERROR_INVALID_TEMP_ID_VALUE

Potential causes

This error is usually a follow-up to other errors. It often happens when the system tries to update template settings for items that don't exist yet. This is because other errors have already occurred within the same template and blocked the creation of those entities.

Example scenario

A template is configured to create keywords and apply labels to them. The keyword evaluation fails validation checks, like invalid match type or text too short, so the label associations also can’t be created.

Example resolution

Review all other error messages for the template in question. After the primary entities are created successfully, the template settings can be applied.

System Error

If you encounter any system error, contact Search Ads 360 support.

Potential errors

Template type Error
Ad group AD_GROUP_CRITERION_ERROR_INVALID_STATUS
Campaign, Ad group, RSA, Keyword SERVER_ERROR_INTERNAL

Update non-managed settings through bulk edits

If your template generates an item (for example, an ad group) with settings that conflict with related items, for example, if the template generates an ad group whose Max CPC is lower than the minimum required for related Microsoft Shopping Campaigns, and that setting isn't managed by the template, then you can use a bulk edit to update the affected setting, for example, increase Max CPC, so it meets the minimum requirement for Microsoft Shopping Campaigns.

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