Overview — How Sembot Manages Campaigns
Table of Contents
- Data model: campaign → group → ad / product
- What Sembot does automatically vs. what requires user decisions
- Synchronization: one-way vs. two-way
Data model: campaign → group → ad / product
Sembot organizes advertising activities in a three-level hierarchy that mirrors the structure used by advertising platforms (Google Ads, Microsoft Advertising, Meta):
Campaign
└── Ad groups
└── Ads / ProductsCampaign
A campaign is the top level. It defines:
- Advertising channel — Google, Microsoft Advertising, or Meta
- Campaign type — e.g., Shopping, Search, Performance Max
- Budget — daily or shared across multiple campaigns
- Budget and strategy — bidding approach for clicks or conversions
- Goal and targeting — location, language, devices
Each campaign always belongs to a single Project and uses a single Connection (an advertising account in Google Ads, Microsoft Advertising, or Meta).
Ad groups
Ad groups cluster products or keywords within a campaign. In Sembot, ad groups are typically created automatically based on segmentation rules — for example, one group per brand, per category, or per custom label value.
Each ad group has:
- its own name (auto-generated based on an attribute value, e.g., "Nike", "Sports Shoes")
- optional bid modifiers — the ability to raise or lower bids relative to the campaign level
Ads and products
At the lowest level you will find:
- Ads — text, headlines, and descriptions (Search, Performance Max campaigns)
- Products — items from the product feed assigned to a given group (Shopping campaigns)
In Shopping campaigns, Sembot assigns products to groups automatically based on defined filters. Users do not manually create individual ads — the ad content displayed comes directly from the product data (name, price, image from the feed).
What Sembot does automatically vs. what requires user decisions
Sembot handles automatically
| Action | Description |
|---|---|
| Creating campaigns and groups | Based on segmentation rules, Sembot generates all campaigns and ad groups — no need to create each one manually |
| Assigning products to groups | Products are filtered and assigned to groups according to defined filters (e.g., brand = Nike → group "Nike") |
| Generating keywords | In Search campaigns, Sembot can automatically generate keyword variants (Exact Match, Phrase Match, Broad Match) based on product names or a custom AI prompt |
| Bid optimization | With the Sembot CPC strategy, the system independently calculates optimal bids based on the target ROAS and historical conversion rate |
| Bid adjustments | Sembot can automatically apply percentage bid adjustments at the ad group level |
| Status synchronization | The system tracks the state of each campaign (draft, syncing, synchronized, error) and displays it in the interface |
| Preview before publishing | Before saving a campaign, Sembot shows how many campaigns and groups will be created and what their names will be |
User must decide
| Decision | Description |
|---|---|
| Campaign name | The campaign identifier visible in Sembot and on the platform |
| Connection | The Google Ads, Microsoft Advertising, or Meta account the campaign will be linked to |
| Merchant Center | For Shopping campaigns — specifying the Google Merchant Center (GMC) account containing the product feed |
| Budget | Daily or total amount; decision on shared budget |
| Budget and strategy | Choose from: Manual CPC, Sembot CPC, Target ROAS, Target CPA, Maximize Conversions, Maximize Clicks, and others |
| Product filters | Which products should enter the campaign (by brand, category, label, price, etc.) |
| Segmentation rules | How to split products into ad groups (by which attribute) |
| Exclusions (negative keywords) | Phrases for which ads should not be shown |
| Ad templates | Headlines and descriptions for Search campaigns |
| Ad assets | Images, videos, and copy for Performance Max campaigns |
Synchronization: one-way vs. two-way
How synchronization works in Sembot
Sembot uses a one-way synchronization model — from Sembot to the advertising platform. Sembot is always the source of truth for campaign configuration.
Campaign lifecycle stages
| Status | What it means |
|---|---|
| Draft | The campaign exists only in Sembot; it can be freely edited; it is not sent to Google / Bing / Meta |
| Syncing | Sembot is currently creating the campaign on the advertising platform |
| Synchronized | The campaign is published on the platform; configuration is locked for editing |
| Sync error | Synchronization failed; error details are visible in the interface |
| Paused | The campaign is paused on the platform |
Automatic activation
During setup you can enable the "Activate campaign activation automation" option. If this option is disabled, after synchronization the campaign will appear in the Google Ads account as an inactive campaign — the user activates it manually in Google Ads or in Sembot.
What synchronization does not do
- Changes made directly in Google Ads, Microsoft Advertising, or Meta are not transferred back to Sembot. If you edit a campaign in the Google Ads interface, Sembot will not see those changes.
- Once published, a campaign in Sembot becomes read-only. Any modifications require working in the original platform interface or — depending on the campaign version — contacting a system administrator.
Important: Manage campaigns exclusively through Sembot. Changes made directly in the Google Ads interface may be inconsistent with the configuration in Sembot and can complicate later analysis.