Brand Activator requirements – Adthena Help Centre

For Brand Activator to work, your Google Ad campaigns must meet the following set of requirements:

Item	Requirement	Impact if not true
Active keywords	Each selected keyword should be active, not paused.	Brand Activator won't make any savings for the paused keyword given that a client doesn't advertise on this keyword.
Search volume	Keywords must have sufficient search volume. Minimum is 3,000 searches per month.	Data collection on low volume terms could inflate total search volume. This might skew Google reporting and potentially impact the performance of Google optimization. If low volume terms are added, you will see an error 'Not enough scraping data' in the activity log.
Match type	Ideally keywords should be exact match.	We can also support broad match/phrase match* but these match types are not supported in the Savings Report (no data will be shown).
Duplicate keywords	A single keyword must not be included in multiple BA and non-BA campaigns as it can cause conflicts (i.e. when BA pauses a keyword but it’s still active on another campaign).	Savings won't be as big as they could have been since you still advertise on a keyword within a campaign to which the negative keyword list was not applied.
Multiple CIDs per a single Adthena account	Multiple keywords across multiple Google Ads accounts for a single Adthena account will not work. We can only link one CID per each Adthena account.	It's not possible to setup Brand Activator.
Campaigns	These should be active campaigns. Once this feature is enabled it's important that the associated campaigns are not paused as it will result in savings report inconsistencies.	Brand Activator won't make any savings for the paused campaign because you don't advertise on keywords within this campaign.
Historical data	Campaigns must be active for a minimum of 7 days to ensure we have sufficient historical data.	There won't be any data in the Savings Report.
Campaign Type	Must be Search only.	Brand Activator won't work. We can only monitor text ads.
Location	Each campaign needs to target 1 single location.	You may lose conversions. Example... Google Ads: Campaign A targets US and UK. You applied a negative list to campaign A. Adthena: You have 1 US account. Adthena will scrape US with Brand Activator scraping frequency, but won't scrape UK. Adthena will add terms to a negative list if they are Lone Rangers. Hence, the negative list is applied to campaign with UK and US targeting but we scrape US only. In this example, you stop advertising in the UK as well as the US, even though the keywords might not be Lone Rangers in the UK.
Devices	Each campaign should target all devices (mobile, desktop, tablet).	You might make less savings. Example... Google Ads: Campaign A - targets mobile. You applied a negative list to campaign A. Adthena: Adthena scrapes all devices and deem a term as a Lone Ranger if it's a Lone Ranger on ALL devices. If it's a Lone Ranger on mobile and not a Lone Ranger on desktop, then it's not a Lone Ranger. In this example, a keyword won't be added to a negative list since it's not a Lone Ranger on desktop although you care about mobile not desktop.
Audiences	We cannot use campaigns with audience targeting applied. Observation is fine.	Brand Activator won't work.
Bid adjustments	We advise against selecting campaigns that have bid adjustments set at location or device level because the feature will not work as intended. As a guideline, a 10% bid adjustment would be OK but 50% or more would be an issue. Please be sure to check each keyword for bid adjustments.	You might make less savings. Example... Google Ads: Campaign A, desktop - 90% bid adjustment, indicating you want to show your ad more frequently for searches that occur on desktop. You applied a negative list to campaign A. Adthena: Adthena scrapes all devices with the same frequency and deem a term a Lone Ranger if it's a Lone Ranger on ALL devices. In this example you spend more to appear on desktop. For simplicity let's imagine that you appear 1000 times on desktop and 10 times on mobile on a given hour. We scrape 10 times on desktop and 10 times on mobile during this hour. If we see a competitor on mobile and don't see it on desktop, the term won't be a Lone Ranger, resulting in no savings even though you care and spend more on desktop.
Negative Keyword List	Ensure there is one list available for Adthena to use for each location. The maximum number of lists allowed in Google Ads is 20, so you may need to remove an existing list.	Brand Activator won't work.

*Broad match/Phrase match

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What happens if campaigns don't meet above criteria? There are two options:

Make changes to existing campaign.
Pause keywords in existing campaign and create a new campaign specifically for Brand Activator.
If unsure, please reach out to us for assistance!

How to check:

IMPORTANT! If a keyword exists in multiple campaigns, you must complete the following steps for each campaign.

Make a note of each keyword and its correlating campaign/s.
Check if the campaign is targeting a single national location. You will need to click on the campaign first, followed by clicking on Locations on the left menu.
Check if the campaign is targeting all devices (mobile, desktop, tablet). You can find this section by clicking on Devices on the left menu.
Next, you will need to check if any audiences have been applied. Click on Audiences in the left menu bar. Ensure the last 30 days is selected in the date picker. Click on Show table to expand the list. Any ad group with targeting applied cannot be used for Brand Activator. Observation is fine to use.
Check the campaign targets Search (we can only monitor text ads).
Check how many negative keyword lists you have by clicking on TOOLS AND SETTINGS in the top menu and then clicking Negative keyword lists under Shared Library. Note that 'Owned by Manager Account' lists do not count towards the final number.