Apply custom settings to common templates
You can change settings at different points as you create a template to make it special for certain advertising platforms or customers. You can use different names, start and end dates to include national holidays, or different locations to advertise. You could also have different tracking rules or add a custom word to the beginning of names that shows which advertising platform you're using.
Example
An airline company is marketing a range of scheduled international flights and has a requirement to do this on a regional basis:
- It has 2 brands, one for inter-European flights, the other for transatlantic USA to Europe flights. The inter-European product line is branded as "Golden Eagle Flights," whilst transatlantic tickets are marketed as "Älbatross Flights."
- Both brands have 2 client accounts each, one for Google Ads and another for Microsoft.
- A single set of templates of each template type manages flight promotions for both brands.
- The airline uses custom settings in the campaign template to set up separate branded campaigns targeting local holidays in the different regions, with different target audiences and budgets.
In the example, the following settings are applied in the "Campaign settings" of the campaign template:
- In "Campaign name," the feed columns to be used in the custom setting must be entered as the primary setting.
f:"brand" & f:"origin_country" & "f:destination_country" - Two custom settings for the campaign name are created:
- In the Älbatross Flights’ client accounts:
f:"brand" & "Thanksgiving breaks" & f:"origin_country" & "f:destination_country" - In the Golden Eagle Flights’ client accounts:
f:"brand" & "New Year breaks" & f:"origin_country" & "f:destination_country"
- In the Älbatross Flights’ client accounts:
- The 2 brands have different budgets which are set using a custom setting for each pair of client accounts:
- For Älbatross Flights’ client accounts, a dynamic budget is created depending on ticket price:
if(f:"price_usd" > 1000, 100, 50) - For Golden Eagle Flights’ client accounts, a static budget of 50 is entered.
- For Älbatross Flights’ client accounts, a dynamic budget is created depending on ticket price:
- In "Start and end dates," the Älbatross Flights campaigns are scheduled to run from May until October using a custom setting based on its client accounts, whilst another custom setting is used for Golden Eagle Flights client account campaigns running from May until December.
- In "Locations," different target audiences are defined:
- For Älbatross Flights’ client account campaigns, the option for United States and Canada is selected.
- For Golden Eagle UK Flights’ client account campaigns, a custom setting is entered for various European countries including the United Kingdom, Ireland, and France.
- In "Campaign URL options," the same base URL format is used in a custom setting for each advertising platform, but different user information is tracked using different parameters in the final URL suffix. Note that
{lpurl}substitutes the landing page URL for both advertising platforms in the tracking template. The Final URL for the landing page can be set in either the responsive-search-ads template or the keyword template, but is usually set in the responsive-search-ad template.- For Google Ads client accounts, the campaign, keyword, and device type are tracked. The final URL suffix is
"src=google".
Final URL suffix:
?campaign=[*Campaign*]&keyword=[*KeywordID]&device={device}&o_country=" & f:"origin_country"&src=google - For Microsoft client accounts, only the campaign and keyword are tracked. The Final URL suffix is
"src=msft".
Final URL suffix:
?campaign=[*Campaign*]&keyword=[*KeywordID]&o_country=" & f:"origin_country"&src=msft
- For Google Ads client accounts, the campaign, keyword, and device type are tracked. The final URL suffix is
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