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🧰 Building a Single Theme Ad Group campaign (STAGs) in Aori

How to get started with Aori's STAGs tool

Aori makes it easy to build Single Theme Ad Groups, or STAGs. STAGs is a campaign structure where themes are used to organize a campaign, and they hold subthemes (ad groups). To get started, go to "Bulid a STAG campaign" in the menu. STAGs in Aori can be built in either Google or Microsoft Ads.


Aori has an optional quickstart to get users building a campaign quickly. Let's start by using an example campaign of a real estate company that is selling and renting office space.

Our website will be office-space.com. For results, we are just looking for website visits. If phone calls were selected, we could make some call-only ads. And our intention here is to buy and sell office space, so those have been selected.

On the left, you can see a rough overview of the campaign we have created so far: "Office Space" is our campaign's one Theme at this point, and "Rent" and "Buy" will be ad groups with example ads being shown. We will further develop this in the following steps.

On the bottom there is the option to start from scratch. This is a good option if you already have a pretty good idea of the campaign you want to build and want to get right into it.

Now we will continue on to the Theme building step where we will add some keywords and expand the Theme/Subtheme structure.


Now on the Theme building step, to give some context, the campaign building process is broken down into three steps: the Theme builder, the Ad builder and then finally the Review where it is possible to get an overview of the entire campaign.

On the very top, the campaign name, start and end dates as well as locations can be set up. It's a good idea to set up locations to get the most accurate keyword performance predictions.

In Aori's Theme builder, we have Themes and Subthemes. Themes help keep the campaign organized, and Subthemes are the actual ad groups holding the keywords and ads. In this example from the quickstart, we have Office as the Theme, and then "Rent" and "Buy" as Subthemes (ad groups).

To get right into it, let's start adding some keywords to our first Subtheme, "Rent." Aori has a handy Keyword Suggester that will suggest some related keywords, but also give you some helpful stats about the competition, volume and expected CPC to help you make better decisions on what keywords to include. Let's add a few suggested keywords now:

Now let's add another Subtheme ourselves, "Affordable":

And add some keywords to this Subtheme:

Let's now step outside the quickstart setup and add a new Theme. First, let's say office-space.com wants to expand to new horizons; let's add "Apartment," which would be a Theme.

To show how to manually add a subtheme, we skipped the intentions option. Now that we have a Theme, let's add a Subtheme, "Rent." Now let's add some keywords offered by Aori's Keyword Suggester:

Let's zoom out a bit and look at the campaign as a whole on the left. We have two Themes: "Office Space" and "Apartments." Office Space has three Subthemes (ad groups), "Rent," "Buy" and "Affordable." And Apartments has one Subtheme (ad group), "Rent."

Above the Themes, there are a few other options to consider. First, the match types. By default, Aori will make a campaign with just the phrase match type. For STAGs, that is a good strategy, so we will keep that as is.

Also you can upload a XLS file of a campaign structure with Themes and Subthemes, for example if you are an agency and you are already building media plans like this, or you can download this entire step in XLS format for further alterations or just to see the format that Aori accepts for an XLS upload. When uploading an XLS file, any keywords that were typed into the themes and subthemes via the interface, will be overwritten by the content in the XLS file.

And last but not least, we should think about the negative keywords. Aori has a cross-negative keyword feature that will automatically create ad-group level negative keywords for keywords that intersect. You can see the results of this when it applies on the Review step. Also you can add campaign-level negative keywords in Aori manually. Let's add a few negative keywords now just to tidy up the campaign:

Ok, good then, now let's move on to the Ad builder step.


Now we are on the Ad builder step where we will build the ads to be used for this campaign. On the left we can still see the campaign overview and in the central area we can see where we will be writing the actual ad text.

Aori has two approaches for building ads. First, we have a Shared Template approach where you can put one template in every ad group. Using the Shared Templates along with keyword or theme insertion is a scalable and time-saving way to build and manage the ads of your campaign. That's what this ad is:

Aori takes a unique approach to keyword or Theme insertion. In Aori you can insert your Themes and your Subthemes, and even a pro-mode that gives just direct keyword insertion as an option, just like in Google Ads:

Also it is possible to set the keyword casing and set up default text in case the keyword is too long for the ad text:

Now we have the first ad template created. You can see that if you had lots of ad groups, this would be a fast way to create ads for each ad group. As you can see on the left, this ad is in all the Subthemes (ad groups).

Now, let's add a Subtheme-specific ad. Since affordable office space is the best kind of office, let's add a text ad there:

These ads are looking pretty good, so let's move on to the next step, Review.


On the Review step you can get an overview of the campaign you just created. To navigate this step, click on the ad groups in the left panel.

Then you can see the contents of each ad group, such as it's keywords, ads and any negative keywords on the campaign or ad group level.

On the bottom right, you can see the entity counters.

This step serves as a last checkpoint before you move on to either uploading the campaign to your Google Ads account or downloading the CSV and then uploading.

We have just created our first STAGs campaign 🎉

Plan selection

Now that the campaign has been built, we should get it running in a Google Ads account. To do this, first you need to decide on the payment plan. It is free to create as many campaigns as you would like in Aori, but to upload or download the campaign, then you must pay. There are three options: connect your MCC and use Aori for free, pay the price for the Monthly subscription or pay for just the single campaign (as a note, the single campaign Flex plan only allows for editing the campaign 14 days after the purchase date):

Downloading or uploading

After the plan selection, Aori gives you two options: upload the campaign directly to your Google Ads account or download a CSV of the file and then upload this file yourself to your account.

Aori was designed to make campaign management easier as well, so connecting your Google Ads account and uploading the campaign would be the better approach if later on you would like to update anything in the campaign via Aori and then see these changes in campaign in Google Ads.

If you have any questions, feel free to reach out! Chat with us

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