Use Templates to automate and adjust to changing business needs and capitalize on advertising opportunities. Templates are ideal for advertising services or products if availability, pricing, or other details change frequently. As advertising needs change based on seasonality or product availability, Templates automatically creates new and updates existing campaign structure, targeting, and creatives.
In this article
Why use Templates?
Templates enables you to do the following:
- Scale by rapidly activating one-off campaigns for all products, seasonal events, and more with minimal intervention.
- Focus spend based on product availability, seasonal promotions, and more.
- Ensure consistency when generating and maintaining campaigns while scaling to cover new business needs and advertising scenarios.
- Extend by building and evaluating in one client account and applying proven solutions to related accounts on multiple advertising platforms.
- Choose existing portfolio strategies and standard bid strategies to use with all client accounts.
- Choose campaign conversion goals and attribution models.
- Automatically associate labels and custom dimensions with campaigns, ad groups, ads, and keywords.
- Create templates from Google Merchant Center Multi Client Account feeds, which lets you build campaigns for your entire catalog or any subset thereof.
Industry-specific examples
See the following ideas for using Templates in different industries:
| In this industry... | Create templates... |
|---|---|
| Flights |
For each route served. For example, create keywords such as "flights from JFK to LAX." Create geo-targeted campaigns for each origin point and include only the destination in the keyword. For example, create a campaign targeted to New York and create keywords such as "flights to LAX." You can also create ads that show the JFK to LAX price. |
|
Hotels |
For each hotel name, hotel brand, neighborhood, city, and airport. |
|
Travel packages |
For each package you offer. For example, create keywords such as "Grand Cayman vacations." Other ideas:
|
|
Live entertainment |
That target the shows and artists you're selling tickets to. Include price and the number of tickets remaining in the ad copy. Automatically remove campaigns when you're out of stock. |
|
Streaming entertainment |
That target the titles, artists, actors, and genres in your catalog. For example, create keywords such as "stream <TV show name>." |
|
Telecommunications, TV, and wireless |
For each handset you sell or television program you offer. Include price or air dates in the ad copy. |
|
Recruitment |
For all of the jobs on your web site. Create geo-targeted campaigns for each location with openings. |
|
Retail |
About the product titles, part numbers, categories, and brands you sell. Automate promotions by applying budgets to specific SKUs and running ads for a specified time period. Include prices in the ad copy. It's a great addition to shopping ads. |
|
Local offers |
About the locations, types of businesses, and offerings you sell. For example, create keywords for specific restaurant names or local business names. Or create keywords such as "plumbers" and "mini golf." Also create geo-targeted campaigns so that ads show only in places with an offer. |
|
Restaurants |
To generate ads for restaurants based on business hours. |
Templates use cases
Use feed data to generate campaign structure, targeting, and creatives
When creating new campaign structure, targeting, and creatives, Templates allows you to:
- Scale: Capitalize on every advertising opportunity. Ensure you have campaigns for all offerings. Keep them up-to-date and aligned to current products.
- Focus spend: Implement campaigns for continuously running (evergreen) or one-off promotions for a variety of product and brand combinations.
- Ensure consistency: Ensure creatives have consistent patterns and voice while tailoring for specific products.
- Extend: Reach every user, everywhere they’re searching with relevant creatives. Scale campaigns across dozens of accounts while using customizable settings to make small adjustments for each account and advertising platform.
Example
An airline needs a scalable way to advertise flight tickets. New routes are continually added and removed. Seat availability is a key signal to drive marketing efficiency.
|
Select accounts Choose one or more clients account across engine types, to reach all target customers |
Automation configuration
|
User views dynamic ads User views ads geo-targeted to their origin city, showing destination city, latest pricing and is notified when seats are almost running out. |
How it works
To use feed data to automatically generate campaigns, ad groups, ads, keywords, and sitelinks, do the following:
- Connect a feed to Search Ads 360.
- Configure templates to automatically create campaigns, ad groups, ads, keywords, and sitelinks.
Search Ads 360 applies the templates to the feed and creates campaign structure, targeting, and creatives.
Use feed data to update custom dimensions
Use feed data to update custom dimensions, which can then be applied to rules, reports, campaigns, and ad groups.
How it works
To use feed data to automatically update custom dimensions, do the following:
- Connect a feed to Search Ads 360.
- Configure templates to automatically generate custom dimensions.
- Use custom dimensions to set up rules or create reports, or apply custom dimensions to existing campaigns and ad groups.
Use custom dimensions to update existing ad groups, targeting, and creatives
Templates allows you to:
- Scale: Save time and resources. Cover your marketing opportunities with less manual intervention by automatically creating, managing, and updating ad groups, targeting, and creatives during seasonal promotions or at any other time when you want to update existing campaigns or ad groups. You can use promotional specific keywords to advertise recipes with links to food brands you sell for a specific holiday. Then apply this existing template to other holidays based on region and language.
- Focus spend: Use templates in conjunction with rules to modify bids based on external factors and business needs. Using rules and templates keeps content current and relevant. For example, weather is an external factor that may affect retailers’ ability to sell certain products. Combine templates with rules and bidding to modify spend based on how today’s weather might affect business needs.
- Ensure consistency: Use custom dimensions to automatically generate ad groups, targeting, and creatives for both brand-specific (“Buy <brand> shoes for great prices at ABC footwear”) and generic campaigns (“Buy shoes for great prices at ABC footwear”). Or add promotional-specific keywords to ad groups based on custom dimensions data.
- Extend: Quickly broaden reach across inventory and advertising platforms. For example, footwear retailers can set up ad groups so that when a particular player scores, they advertise that player’s shoe brand. When this campaign is successful for basketball, apply it to soccer and baseball with a couple of clicks.
Example
You manage ads for an apartment listing site and would like to launch ads that update with rent prices and the number of units available in each region.
How it works
To use custom dimensions to update existing campaigns and ad groups, do the following:
- Connect a feed to Search Ads 360.
- Configure feed-driven custom dimensions templates to automatically generate custom dimensions.
- Apply custom dimensions to existing campaigns and ad groups.
- Configure templates for ad groups, ads, keywords (positive and negative), and sitelinks.
Related links