Create a manual campaign

Whether you want to maximize clicks, revenue or the number of conversions, or bid to place your ads in a certain position on a search results page, you can manually set bids or you can let a bid strategy automatically adjust bids to achieve your goal.

In Search Ads 360, you can apply a Search Ads 360 bid strategy or a Google Ads portfolio bid strategy to a campaign.

By default, a bid strategy is inherited by a campaign's ad groups and keywords unless an ad group or keyword is managed by a different bid strategy.

1.  In the left panel in the Bid strategy section, click Search Ads 360 bid strategies or Google Ads bid strategies.

2. In the right panel, click the arrow to display the list, and then select one of the following settings.

   Search Ads 360 bid strategy settings:

   • Manual bidding
   • A specific bid strategy
   • Create new bid strategy

   Google Ads portfolio bid strategy settings:

   • No bid strategy (manual bidding)
   • A specific portfolio bid strategy

Automatically add location targets

Turn on adaptive location targeting

1. If you haven't already done so, apply a Search Ads 360 bid strategy to the campaign.

   1. In the Bid strategy section, click Search Ads 360 bid strategies.
   2. In the right panel, under Search Ads 360 bid strategy, click the arrow▼ to display the list, and then select a bid strategy with a conversions or revenue goal.
2. Under Adaptive settings, select the Location targets check box. 
    

   If you select the adaptive Location targets check box, we recommend that you also select the Location target bid adjustments check box in the bid strategy's optimization settings.

   1. Click Edit optimization settings.
   2. In the bid strategy editor, under Automatically optimize, select the Location target bid adjustments check box.
   3. Click Save bid strategy.
3. If you're done making changes to the campaign's settings, click Save.

By default, ads in your Google Ads campaigns are eligible to display in any location around the world. If you want your ads to appear only in specific locations, that is, you only want to display ads in certain locations, you can enter one or more geographic codes or postal codes. You can use "geo" codes and postal codes to exclude locations. To target a location, you can also bid differently to reach the location. 

Download the list of geo codes: XLSX / CSV

Specify location targets in a new campaign

1. Enter a geo code in the Search box.

   You can use geo codes to specify an entire country, specific regions within a country (such as a province or state), city, or US metro area. You can also target specific postal codes in the US, UK, or Germany.

2. Hover on the location and then click Include or Exclude.

3. Optional. For each included location target,  increase or decrease the bid adjustment to target ads.

   To increase the bid for a location, specify a number (which is the bid adjustment percentage), from 0 to 900. A value of 0 makes no adjustment to the default bid.

   To decrease the bid for a location, enter a number from 0 to 90. Do not include a minus sign to decrease the bid adjustment.

4. Click Save.

Specify location targets in an existing campaign

1. Click View all location targets and bid adjustments to display the Campaign location targets tab.
   Learn more about how to use the Targets tab to set up geo-location targets in a manual campaign.

2. On the Campaign location targets tab, click New ▼, and then select Geo location target.

3. In the Search box, enter a location using a country, metro, city, or province geo code.

   For areas in the US, you can also enter a 5-digit ZIP code, and for the UK, Germany, and India, you can enter a 5-digit postal code.

4. Hover on a location, and then click Include or Exclude.

5. Optional. For each included location target,  increase or decrease the bid adjustment to target ads.

   To increase the bid for a location, specify a number (which is the bid adjustment percentage), from 0 to 900. A value of 0 makes no adjustment to the default bid.

   To decrease the bid for a location, enter a number from 0 to 90. Do not include a minus sign to decrease the bid adjustment.

6. Click Save.

Overlapping codes

If you specify areas that overlap, the smaller area overrides the larger area.

For example, if you want your ads to appear only in the state of Massachusetts (USA) and countries around the world, you would exclude the US (country), but include US-MA (province code).

Select Let me choose to choose the networks of sites where you want to display your ads, including those on Google search, search partners, and the Google Display Network. By default, your ads appear on all available networks.

• Google search: Ads are shown on Google search results pages.

• Search partners (requires Google search): Ads are shown both on Google search results pages and the search results pages of other properties (Google's search partners) within the Search Network. On our search partners, your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. Learn more about the Google Search Network on the Google Ads Help Center.

• Display Network: The Google Display Network consists of websites that have partnered with Google (display partners), YouTube, and specific Google properties that display Google Ads. Your ads will run on the placements and audiences that you manage in Google Ads. Learn more about the Google Display Network on the Google Ads Help Center.

A campaign-level URL template applies a third-party tracking URL or a set of URL parameters to landing page URLs for all ads, keywords, and other clickable items in the campaign.

The template you define here will override the template defined for the engine account. Likewise, ad groups, ads,  and other items in the campaign can override this template by defining their own template.

In accounts that use parallel tracking, URL parameters that appear in this field may not be sent to the landing page, depending on how you define them. The recommended practice for these accounts is use the Final URL Suffix to specify URL parameters that your landing pages require.

Learn more about URL templates.

Applies a Search Ads 360 bid strategy to the campaign. The bid strategy will automatically adjust bids to optimize your advertising goals. To set bids manually instead of using a bid strategy, select Manual bidding.

By default, all keywords in the campaign are managed by the specific bid strategy you select. However, you can change or remove keywords from bid strategies at any time.

By default, ads in Microsoft Advertising campaigns are eligible to display in the United States and Canada, but you can specify locations anywhere in the world. If you want all ads in your campaign to appear only in specific locations, enter one or more geographic and postal codes to include the location, and optionally, adjust the bids to target the location. You can also exclude locations by specifying geo and postal codes. 

Download the list of geo codes: XLSX / CSV

Ad groups inherit campaign location targets unless you specify a different location target in an ad group. Learn more about location targets in Microsoft Advertising Help.

Specify location targets in a new campaign

1. Enter a geo code in the Search box.

   You can use geo codes to specify an entire country, specific regions within a country (such as a province or state), city, or US metro area. You can also target specific postal codes in the US, UK, or Germany.

2. Hover on the location and then click Include or Exclude.

3. Optional. For each included location target,  increase or decrease the bid adjustment to target ads.

   To increase the bid for a location, specify a number (which is the bid adjustment percentage), from 0 to 900. A value of 0 makes no adjustment to the default bid.

   To decrease the bid for a location, enter a number from 0 to 90. Do not include a minus sign to decrease the bid adjustment.

4. Click Save.

Specify location targets in an existing campaign

1. Click View all location targets and bid adjustments to display the Targets ▼ > Location targets tab.
   Learn more about how to use the Targets tab to set up geo-location targets in a manual campaign.

2. On the Campaign location targets tab, click New ▼, and then select Geo location target.

3. In the Search box, enter a location using a country, metro, city, or province geo code.

   For areas in the US, you can also enter a 5-digit ZIP code. For Germany and India, you can enter a 5-digit postal code.

   The UK's 5-digit postal codes aren't supported.
4. Hover on a location, and then click Include or Exclude.

5. Optional. For each included location target,  increase or decrease the bid adjustment to target ads.

   To increase the bid for a location, specify a number (which is the bid adjustment percentage), from 0 to 900. A value of 0 makes no adjustment to the default bid.

   To decrease the bid for a location, enter a number from 0 to 90. Do not include a minus sign to decrease the bid adjustment.

6. Click Save.

Overlapping codes

If you specify areas that overlap, the smaller area overrides the larger area.

For example, if you exclude the country of Australia, and target South Australia, Australia, ads will display in South Australia.

If you set device-specific bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

A bid adjustment represents a percentage change in your bids. For example, you can increase or decrease every bid in your campaign to bid more or less competitively for searches occurring on mobile devices.

Set a bid adjustment for each type of device

In the Mobile, Tablet, or Desktop bid adjustment list, select:

• No bid adjustment for this device (default): Uses the keyword bid.
• Increase by: Increase bids on the device by up to 900%.
• Decrease by: Decrease bids on the device by up to 100%. Decreasing by 100% will disable the device's bids.

Daily budget: Type the amount you're willing to spend on a campaign each day. Note that Search Ads 360 itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

Budget delivery method/Daily budget options

You can choose how to allocate impressions:

• Standard: Helps you spread your ad impressions across the entire month, based on daily limit that you define in the Daily budget field. Your ads are also shown evenly throughout the day. This is a good choice if displaying your ads all day long is important. 

• Accelerated: This option also spreads your impressions across the entire month. However, with this option, your ads are displayed as soon as appropriate each day until the value you enter in the Daily budget field is depleted. It does not spread the ads evenly throughout the day, which means your ads may stop displaying before the end of the day.

This feature is available only for advertisers who do not have bid strategies. The Search Ads 360 Bid Optimization tool must be disabled for the Delivery Method feature to be enabled.

Targeting

URL template

Baidu campaign settings

Campaign

Bid strategy