Microsoft Ads shopping ad template settings for inventory feeds

Use shopping ad templates to configure shopping ads.

[Above all tabs]

Template Name: The name of the template. You can change the name of an existing template without any consequences. The template name can’t include any of the following characters: # % * | \ : " < > . ? / (& is allowed)

To create a new template with the same parameters as an existing template, clone the template and give it a new name. The ads that are created from the new template aren’t associated with the ads created from the source template.

Status: The template status: Active, Paused, or Deleted.

Feed data can be automatically propagated only through active templates. However, you can manually propagate data through a paused template.

Account: The ad network account associated with the template. Once you save the template, you can’t change the associated account.

[Left panel]

Feed & Columns: A feed file or merchant account associated with the template, and the columns (headers) for the selected file or account:

Associating the template with a feed file or merchant account is optional until you are ready to create ads using the template.

When you insert a feed column in a template field, the inserted value is denoted as [field_name], where “field_name” is the specified field name, to indicate that the value is a variable.

Modifiers: A list of all modifier groups for the advertiser. To see the modifier values associated with a modifier group, click the group name; the values are displayed in the gray panel below it.

When you insert a modifier group in a template field, the inserted value is denoted as <modifier_group_name>, where “modifier_group_name” is the name of the specified modifier group, to indicate that the value is a variable.

Each template can use only one modifier group.

Campaigns

Campaign: The campaign name, which can consist of any combination of static text, columns in the specified file, and modifiers. Column names and modifiers are substituted with actual data when the specified feed file is propagated through the template.

To insert a column name or modifier group as a dynamic parameter, click in the input field, and then click a column name in the column list or a modifier name in the Modifiers list.

Map Only: (Optional) Maps all new ad groups (not available for Yandex), keywords, and ads to existing campaigns, rather than creating new campaigns. If you enable this option, select the mapping method.

Using Map Only at the campaign level requires an existing account structure that’s closely tied to the product taxonomy and easily maps to the data feed.

Map Method: (When Map Only is enabled for the campaign) The method by which new ad groups (not available for Yandex), keywords, and ads are mapped to existing campaigns:

When no match is found, all data for the campaign is ignored. If multiple campaign matches are found, then the keywords and ads are mapped to all of them.

Campaign Tracking Template: (Optional for templates for client feed files) The campaign-level tracking template, which specifies all off-landing domain redirects and tracking parameters and embeds the final URL in a parameter. This value overrides the account-level setting, but tracking templates at more granular levels (with keyword as the most granular) override this value.

Final URL Suffix: (Google Ads and Microsoft Advertising accounts only; optional) Any parameters to append to the end of final URLs to track information; include all parameters that your business must track. Example:param1=value1&param2=value2

In accounts that use Adobe Advertising conversion tracking, the suffix must include the ad network’s click identifier (msclkid for Microsoft Advertising; gclid for Google Ads).

Accounts with an Adobe Analytics integration must use the AMO ID parameter. If the account has a server-side AMO ID implementation, then the parameter is added automatically when a user clicks an ad; otherwise, you must manually add it here. See the required suffix formats for Google Ads and required suffix formats for Microsoft Advertising.

Merchant ID: The customer ID of the merchant account whose products are used for the campaign.

Sales Country: The country in which the campaign’s products are sold. Because products are associated
with target countries, this setting determines which products are advertised in the campaign.

Stock Level: (Optional) A numeric or text-based column in the specified file that represents the stock level of a product or service. The column name is substituted with actual data when the specified feed file is propagated through the template. To insert a value, click in the input field and then click the column name in the column list.

You can control whether to pause or delete ads for your inventory for out-of-stock items by using the feed data setting “When a numeric stock level reaches N units, or where a text-based value is ‘out of stock.’”

This column has non-numeric values:(Optional) The specified column has non-numeric values. For example, if you use the “Availability” column in a Google Merchant Center feed, then the values are non-numeric, such as “in stock” and “out of stock.” Note: Text-based values aren’t case sensitive.

Campaign Level Negative Keywords

Delete negative keywords when omitted from list: (All ad networks except Yandex; optional) Deletes existing campaign-level negative keywords previously created using the template that aren’t specified in the lists below. Note: Negative keywords created using other means (such as in plain bulksheets, the Campaigns views, or in the ad network’s ad editor) are never removed using the template.

Set negative keywords by campaign name condition: (All ad networks except Yandex; optional) Allows you to specify negative keywords for campaigns whose name includes a specified string. When you select this option, you can add up to three campaign name strings and corresponding keywords.

For each string, click Add (Up to 3) and enter the following information:

The customary syntax for phrase and exact match types is used in the bulksheet that’s generated when you propagate feed data through the template. Note: You can’t see the negative keywords in the Keywords tab or in the Search > Campaigns > Campaigns view.

All other campaigns: Apply these negatives: (All ad networks except Yandex; optional) Any static campaign-level negative keywords to add for campaigns whose name doesn’t match a specified string. To specify multiple keywords or multiple match types for the same keyword, enter them on separate lines. Use the following syntax, without a minus sign:

The customary syntax for phrase and exact match types is used in the bulksheet that’s generated when you propagate feed data through the template. Note: You can’t see the negative keywords in the Keywords tab or in the Search > Campaigns > Campaigns view.

Manage Settings for NEW Campaigns

Manage Settings for NEW Campaigns:(Optional) Allows you to configure settings for any campaigns that are created.

Initial Budget: (Optional) The budget for each new campaign created. Enter either a numeric value or a column name. If you use a column name, then the lowest value for that column that is processed by the template is used. To insert a column name as a dynamic parameter, click in the input field, and then click a column name in the column list. If you don’t enter a budget, each campaign created uses the default budget for the account.

Campaign Priority: The priority with which the campaign is used when multiple campaigns advertise the
same product: Low (the default for new campaigns), Medium, or High. When the same product is included in more than one campaign, the ad network uses
the campaign priority first to determine which campaign (and associated bid) is eligible for the ad auction. When all campaigns have the same priority, the campaign with the highest bid is eligible.

Locations: (All ad networks except Yandex) The geographical locations in which to place ads:

Ad Groups

Ad Group: The ad group name, which can consist of any combination of static text, columns in the specified file, and modifiers. Column names and modifiers are substituted with actual data when the specified feed file is propagated through the template.

To insert a column name or modifier group as a dynamic parameter, click in the input field, and then click a column name in the column list or a modifier name in the Modifiers list.

Map Only: (All ad networks except Yandex; optional) Maps all new keywords and ads to existing ad groups, rather than creating new ad groups. If you enable this option, select the mapping method.

Using Map Only at the ad group level requires an existing account structure that’s closely tied to the product taxonomy and easily maps to the data feed.

Map Method: (When Map Only is enabled for ad groups; all ad networks except Yandex) The method by which new keywords and ads are mapped to existing ad groups:

When no match is found, all data for the ad group is ignored. If the ad group data in the feed doesn’t include campaign data, then the ad group is mapped to an ad group with the same name in any campaign, if one exists. If multiple ad group matches are found, then the keywords and ads are mapped to all of them.

Ad Group Tracking Template: (Optional) An ad group-level tracking template, which specifies all off-landing domain redirects and tracking parameters and embeds the final URL in a parameter. This value overrides the account- and campaign-level settings, but tracking templates at more granular levels override this value.

For Adobe Advertising conversion tracking, you don’t need to enter a value. The campaign-level value is enough.

For third-party redirects and tracking, enter a value.

Ad Group Level Negative Keywords

Delete negative keywords when omitted from list: (All ad networks except Yandex; optional) Deletes existing ad group-level negative keywords previously created using the template that aren’t specified in the lists below. Note: Negative keywords created using other means (such as in plain bulksheets, the Campaigns views, or in the ad network’s ad editor) are never removed using the template.

Apply these negatives: (All ad networks except Yandex; optional) Any static ad group-level negative keywords to add. To specify multiple keywords or multiple match types for the same keyword, enter them on separate lines. Use the following syntax, without a minus sign:

The customary syntax for phrase and exact match types is used in the bulksheet that’s generated when you propagate feed data through the template. Note: You can’t see the negative keywords in the Keywords tab or in the Search > Campaigns > Campaigns view.

Manage Settings for NEW Ad Groups

Manage Settings for NEW Ad Groups:(Optional) Allows you to configure settings for any ad groups that are created.

Language: The target language for ads in the ad group: English, French, Finnish, German, Norwegian, Spanish, or Swedish. The default for new campaigns is English.

This setting determines the countries and regions in which your ad can be displayed. Choose a language compatible with the campaign’s location targets.

Product Groups

Tier 1: The default, all-inclusive product group, “All products.” You can’t delete this parent product group, but it’s automatically deleted when all lower tiers are missing from the feed.

Tier 2 - Tier 8: (When you add tiers of product groups) A product attribute type by which to target products, and the qualifying criteria for the selected attribute type (for example, Brand=Acme or Condition=New). The values are applied hierarchically to determine the eligible products. Select an attribute type and enter the qualifying criteria. Prohibited characters include the following: [ ] < > >> (two consecutive “greater than” signs), which are used to designate column names in the template, modifier names in the template, and tier separators in the Parent Product Grouping column in bulksheets.

You can include up to eight tiers (levels) of product groups, including “All Products” (Tier 1). Each tier can include multiple product groups, but they must pertain to the same attribute type (such as “Condition”).

Row Level Value: (Product Type and Category tiers only) Which values to use from the feed when the feed values are delimited by greater signs [>]. For example, if the tier targets Product Type:L2=[Category2] using Row Level Value of 2, and the feed value in the
“[Category2]” column is “Software>Graphics>Image Processing,” then “Graphics” is targeted. By default, the same level as the product type level or category level is selected.

Tracking Template: (Units without child product groups; optional) The tracking template for the product
group, which specifies all off-landing domain redirects and tracking parameters and embeds the final URL in a ValueTrack parameter. This template overrides templates at higher levels.

For Adobe Advertising conversion tracking, you don’t need to enter a value. The campaign-level value is enough.

For third-party redirects and tracking, enter a value.

Initial Bid: The initial bid for each ad.

Feed Filters

[Feed Filter]: Which rows in the feed file to propagate:

Label Classifications

[Component] Label Classifications > [Label Classification and Value]: (Optional) Values for up to five existing label classifications to assign to the different campaign components that are created or edited using the template. Label values are inherited by child entities (including child entities that are created later), so you don’t need to enter values for child entities unless you want to override the inherited values. Label classifications for product groups are applied to the unit (most granular) level.

For each campaign component to which you want to assign label classifications: