Ad Group Lifecycle

When an ad group is created, it begins in the DRAFT state. From there, it can progress through the following sequence:

DRAFT → SCHEDULED → LIVE / PAUSED → COMPLETED (or ARCHIVED)

State Definitions

• DRAFT
  Initial state when an ad group is created.

• SCHEDULED
  Moves to scheduled (within ~15 minutes) once all required preconditions are met.

• LIVE
  Becomes live on its configured start date.

• PAUSED
  Can be manually paused by the user.

• COMPLETED
  Marked completed automatically on its configured end date.

• ARCHIVED
  Can be archived by the user, provided the ad group has never gone live before.

Resuming Ad Groups

When a paused ad group is resumed, it transitions back to DRAFT and re-enters the state flow.

Requirements for an Ad Group to Go Live

For an ad group to transition into LIVE, the following conditions must be satisfied:

• Objective
  Must be set at the campaign level.

• Budget
  Either daily or total, configured at the campaign or ad group level.

• Bid
  A valid maximum bid amount.

• Schedule
  Start and end dates set at either the campaign or ad group level.

• Targeting
  One or more of the following:

  • Contextual
  • Behavioral
  • Keyword
  • ROS (Run of Site)

  For keyword targeting, at least one approved keyword is required.

• Creative
  At least one approved creative with a valid landing page.

Limits

• Each account can have up to 5,000 campaigns.
• Each account can have up to 15,000 ad groups.
• There is no limit on the number of ad groups within a single campaign.
• If a daily budget is defined, up to 20% of unspent budget from the current day rolls over to the next day.
• All ad group scheduling and reporting use Eastern Time (ET).

Ad Group API limitations:

• Limit on length of ad group name is 1024 characters
• Limit on number of keywords in an ad group is 200
• Limit on number of negative keywords in an ad group is 100
• Limit on number of campaigns per account is 5000
• Limit on number of ad groups per account is 15000
• There is no limit on number of ad groups in a campaign
• For APIs that support batch operations, the maximum batch size is 10
• date values passed in all API requests will be converted to EST timezone internally

Note:
Kindly be aware that when making a request, the Enum values are not case-sensitive. For instance, the value 'CONTEXTUAL' can be input as either 'CONTEXTUAL' or 'contextual' and both will be accepted. This applies only to requests.
In responses, however, Enum values can be returned in uppercase or title case