How AdScale ads translate to Google

Learning how AdScale automatically creates Google search and Performance Max campaigns can improve our understanding of how the platform operates.

Search ads

Using AdScale, you can create search ads using several types of master ads.

Each will create a different ad and campaign in Google.

Let's begin by discussing the different types of search campaigns AdScale creates in Google:

Brand search campaign
Ads that target your brand keywords.
These ads are in a separate campaign because their keyword bids are not limited by budget.
They are set up this way to ensure your search ads are the first to show when someone wants to buy from you.
Otherwise, competitors might appear above your search results.
Non-brand search campaign
Ads that target your non-brand keywords.
These ads are in a separate campaign because their keyword bids are limited by budget.
They are set up this way to ensure your ads spend less on keywords that won't necessarily lead to conversions.
Dynamic search campaign
Ads that target search terms based on the destination URL of the search ad.
For example, if your search ad leads to your winter clothing collection, the dynamic search ad will automatically target search terms related to winter clothing.

Depending on which master ad you created your search ad under, a search ad will be created in one or more Google campaigns:

Brand ads - will create search ads in brand, non-brand, and dynamic search campaigns.
Custom ads - will create search ads in non-brand and dynamic search campaigns.
Product ads - will create search ads in a dynamic search campaign.
The search ads will target search terms related to the URLs of your selected products.

With each ad you select, AdScale will create two ad groups under each campaign, one for each type of keyword:

Phrase match - are marked as "keyword".
Keywords that use phrase match will target search terms that include your keyword and its meaning.
Exact match - are marked as [keyword].
Keywords that use exact match will target search terms identical to your keyword and its meaning.

💡 If a new ad includes the same keywords as an existing ad, the ad will be created under the current ad group in Google.

Let's say we create a search ad as a part of a brand ads master ad.

The search ad will be created under three campaigns in Google - brand, non-brand and dynamic search.

If we select phrase and exact match keywords, the ad will be created in two different ad groups.

As a result, six ads will be created in Google, each targeting different keywords.

Using AdScale, each Performance Max ad will be created in its own Google campaign.

Each ad or targeted country will be created in a separate campaign.