Use the Campaign Tactic Settings page to view and edit the distribution tactics enabled for a campaign. You can turn on Sponsored Search or Content Match. If you choose Sponsored Search, you can also update the match type for ad selection.
Turning Sponsored Search On or Off
To turn Sponsored Search on or off for a campaign
Click the Campaigns tab. The Campaigns page opens.
Find the campaign in the list and click its name. The Campaign Details page opens.
Click the Campaign Settings link. The Campaign Settings page opens.
Click the Edit button in the Tactic Settings panel. The Campaign Tactic Settings page opens.
Set your Sponsored Search Status to On or Off.
Click Save Changes.
Note: To optimize your campaign, Sponsored Search must be turned on for your account. If not, you can still define optimization guidelines, but the optimizer will not run until you turn on Sponsored Search for the campaign.
To select the match type for a campaign
Click the Campaigns tab. The Campaigns page opens.
Find the campaign in the list and click its name. The Campaign Details page opens.
Click the Campaign Settings link. The Campaign Settings page opens.
Click the Edit button in the Tactic Settings panel. The Campaign Tactic Settings page opens.
Set your Match Type to Advanced or Standard.
Standard selects and displays ads based on exact matches to your keywords. Matching takes into account singular or plural variations and common misspellings of your keywords.
Advanced (the default) selects and displays ads for a broader range of searches based on your keywords, ad titles, ad descriptions, and/or web content.
Click Save Changes.
Note: Once you turn on optimization, you cannot manually alter the match types that apply to the ad groups and keywords in your campaign, unless you turn optimization off. The optimizer determines the best match types given your stated performance goals.
Turning Content Match On or Off
To turn Content Match on or off for a campaign
Click the Campaigns tab. The Campaigns page opens.
Identify the campaign and click its link. The Campaign Details page opens.
Click the Campaign Settings link. The Campaign Settings page opens.
Click the Edit button in the Tactic Settings panel. The Campaign Tactic Settings page opens.
Set your Content Match Status to On or Off.
Click Save Changes.
Note: The optimizer does not support Content Match. When optimization is on, the optimizer automatically turns Content Match off for all ad groups in the optimized campaign.
To learn more about tactic settings, see: