| Help Center

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 are a campaign structure where themes are used to organize a campaign, and they hold subthemes (ad groups). To get started, click on "Create" on the left hand side of the interface and click "campaign."

STAGs in Aori can be built in either Google or Microsoft Ads. You can choose which ad platform to create STAGs for in the settings.

Next you can enter in the dates you would like your campaign to run for, the daily budget as well as the locations you want your ads to target.

After that you can connect your account and click save.


Let's start by using an example campaign of a real estate company that is selling and renting office space.

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 we have Office Space 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". First press the add button and then click on "supgroup"

And add some keywords to this Subtheme:

Now let's say that office-space.com wants to expand outside of offices and start selling apartments. Aori allows you to create apartments as a separate theme from offices. Let's add "Apartments" as a new theme.

Now that we have a Theme, and a subtheme "Rent", we can 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. But you can change that here:

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. However, you can also manually add campaign-level negative keywords. To do this, simply click on "negative keywords" and then select campaign. In this case, we've added 'free' and 'inherit' that will apply to the campaign as a whole and all the ad groups.

You can also add keywords manually at the ad group level. To do this, click on Ad Groups, click the specific ad group you'd like to add a negative keyword to, and then add the term.

Ok, good then, now let's move on to creating ads.


To create ads, simply click on the "add" button and you will be presented with two options. You can either create an individual ad that will applied to a particular subtheme, or you can create a template which can be applied to all the ad groups. Using the templates, along with keyword or theme insertion is a scalable and time-saving way to build and manage the ads of your campaigns.

You have the option to choose between Text, Call-Only or Responsive Search Ads. Whether you choose to create an ad or a template, Aori uses a unique approach to keyword/theme insertion. In Aori, you can insert your themes and 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 after reviewing all the ads to the side, all you have to do is scroll down to the bottom and press upload. Your STAG campaign will be uploaded to Google Ads as paused. You can then enable it either in Google Ads or in the Aori dashboard. You can also download it as as CSV and upload to Google Ads yourself.

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. While it is free to create as many campaigns as you would like in Aori, in order to upload or download the campaign, you must purchase a plan. You can view more about our pricing here

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

BACK TO Aori's Google Ads and Microsoft Advertising Tools