Create and Customize a Sponsored Product Ad Group

Sponsored Product ad group overview

Every campaign includes at least one ad group, which determines the products to be considered for advertising. Ad groups contain one or more ads that share similar targets, such as products and audiences, and can be used to organize advertising into themes. You can also edit ad groups, or for Sponsored Products, create additional ad groups, for your campaign after launch.

How to create and customize your Sponsored Product ad group

Ad groups are created during the Sponsored Product campaign creation process. To create an ad group, you must have already started creating a Sponsored Products campaign, and your products must be correctly linked to retailers in your catalog.

1. After entering your Sponsored Product campaign details on the first page, select Continue

2. Enter your ad group name

3. Include the duration. While the default setting matches the campaign's duration, you can set optional start and end dates for each ad group.

4. Select the products you want to promote: Start by selecting Add Products. Then select your items using search or bulk import. When searching, you can filter items by name, brand, or GTIN/UPC, then add them to your campaign.

5. Configure targeting settings. Available options may include Dayparting, Keyword Targeting, Behavioral Targeting, Retailer Targeting, and Interest Targeting, depending on your bidding strategy. Learn more about targeting features here.

6. Use the Audience Reach Estimator to quickly understand how many consumers your campaign can reach before you launch

7. Choose your placements. Ads can appear across Search, Categories, and Collections — these three placements are enabled together as a group. DoubleDash is also available as a separate placement. Together, these options allow you to control where your ads appear across the app.

   1. Search: Your ads will appear on the result page if customers search for products like yours

   2. Categories: Your product will be boosted on store category pages, such as 'Drinks'

   3. Collections: Your ad will appear on carousels across retailers’ store pages 

   4. DoubleDash: Your ads will appear throughout the DoubleDash order experience 

8. If you selected custom bidding, set individual cost-per-click (CPC) bids for each placement type. 

9. Save your ad group

Launch your campaign

Once you've provided the required campaign information, created your ad groups, and made any customizations like dayparting or targeting, it's time to review your campaign details. You'll see a full summary of your campaign and ad groups, giving you the opportunity to confirm, edit, or make final adjustments before launching. 

When you're ready, you can Launch your campaign or Save as Draft if you need to continue working on it later. Be sure to do one or the other — exiting without saving will result in losing your progress.

And with the ability to edit or pause at any time after launch, you stay in control of your campaign's performance.

What to do next

• Understand Sponsored Product targeting features

• Learn how to optimize Sponsored Product campaigns