What is an Ad Group used for?

An Ad Group is used to organize and manage a specific set of ads, targeting settings, and bidding rules within a campaign.

It allows advertisers to group creatives and audience settings based on a shared strategy, goal, or targeting criteria. Each Ad Group can have its own budget allocation, schedule, placements, devices, geographies, and optimization settings. Using Ad Groups helps improve campaign structure, testing, and performance optimization by allowing more granular control over delivery and targeting.

How to create an Ad Group?

An Ad Group allows you to define budget, creatives, targeting, and optimization settings for a specific part of your campaign. Follow the steps below to create a new Ad Group.

Step 1.

1. Open the Ad Groups in the navigation menu.
2. Click New Ad Group.
3. The Ad Group creation page will open.

Step 2. Fill in General settings in the General section, enter the basic information:

• Advertiser – Select the advertiser who runs this campaign
• Campaign – Choose an existing campaign from the list or create a new one.
• Name – enter the name of the ad group
• Categories – Select the categories that match the content or your advertising.
• Time Zone – Choose the time zone
• Dates – Set the start and end date of the Ad Group. The selected dates must fall within the active date range of the parent campaign.
• Priority – Select the priority of the campaign.

Step 3. Set the Budget in the Budget section, configure how the ad group will spend the budget:

• Budget Type - Define how the budget is limited — by total amount, daily, or both.
• Total Budget - The maximum amount to be spent over the entire Ad Group period.
• Daily Budget - The maximum amount that can be spent per single day.
• Delivery Type - Control the pace of budget spending - either as fast as possible or evenly over time.
• Pricing Type – Determine the cost model for the campaign, such as cost per thousand impressions (CPM) or cost per click (CPC).
• CPM value - Cost per Mille - you pay for impressions of your ad, regardless of how many clicks it receives. Price is calculated per 1000 impressions.
• CPC value – Specify your desired cost per click. The algorithm will optimize impressions to achieve your target cost per click. The actual CPC may be lower than specified.

Step 4. Add Creatives in the Creatives section. An ad group can contain multiple creatives.

1. Click Select Creative to select an existing creative from the list to be added to this campaign.
2. Click New Creative to create a new one.

Step 5. Configure Day Parting. Day Parting allows you to control when ads are shown.

1. Click Set days and hours
2. Select the days of the week
3. Choose the time range for ad delivery

Step 6. Set Frequency Capping. Set limits for the number of times a user sees your ad while ad group is running.

• Total – maximum number of impressions per user
• Daily – maximum impressions per user per day

Step 7. Configure Targeting. In the Targeting section, you can control where and to whom your ads will be shown.You can configure:

• Media Type - Choose the type of media where your ads will appear — websites, mobile apps, or both.
• Content Categories - These categories refer to the media where your ads will be displayed. The categories are provided by the media.
• Warning. Please note that not all media provide categories, which may affect ad performance. If no category is provided, your ads may not be shown.
• User Language - Select language. This is the language set in the user’s browser settings.
• Device Types - Select the device types where your ads will be shown, such as desktop, mobile, or tablet.
• Operating Systems - Select operating systems and versions for mobile OS. This allows you to show ads only to users on specific platforms and OS versions. 
• Browsers - Select the browsers you want to target with your ads. Ads will be delivered only to users using the selected browsers.
• Connection Type - Select the type of internet connection to target users based on how they access the internet (Wi-Fi, cellular, Ethernet, etc.).

Step 8. Geo - Targeting. We support geo-targeting, which allows you to select specific countries, regions, and cities. This helps you show your ads only to users in the locations you choose. You can select different countries, regions, and cities independently.


Step 9. Add Retargeting Lists. Retargeting allows you to re-engage users who have previously interacted with your website, app, or ads. By targeting audiences based on past behavior, you can deliver more relevant messages, increase conversion rates, and improve overall campaign performance.

1. Open the Retargeting Lists section
2. Select one or more retargeting lists from the dropdown

Ads will be shown only to users included in the selected lists. For more information about retargeting functionality and how to create and manage retargeting lists, please refer to Retargeting - Help Page



Step 10. Add Filter Lists. In the Filter Lists section, you can include or exclude traffic using predefined filter lists. Blacklists and whitelists help you control where your ads appear and ensure your campaigns reach the most relevant audiences. The platform automatically checks every impression opportunity against your active blacklists and whitelists before participating in an auction.

• A whitelist is a list of approved domains, apps, or placements where your ads are allowed to run. Use whitelists to focus delivery on trusted, high-performing, or brand-safe inventory sources. 
• A blacklist is a list of blocked domains, apps, or placements where your ads should never appear. This helps prevent low-quality traffic, irrelevant impressions, and unwanted placements.

For more information about how to create and manage Filter Lists, please refer to Filter Lists - Help Page

Step 11. Enable Antifraud. You can enable the Antifraud option to protect your campaign from invalid traffic.

Step 12. Save the Ad Group after completing all settings. The Ad Group will be created and added to the campaign.