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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Create a manual campaign

Create an ad group

An ad group contains ads and keywords that relate to each other. Learn more about ad groups and manual campaigns.

Before you can create an ad group, you need to create a campaign.

Create an ad group

  1. Navigate to a campaign.

    Steps for navigating to a campaign
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    DoubleClick Search displays the campaign page.

  2. Click the Ad groups tab if it isn't already selected.

  3. Click + Ad group, which appears above the reporting table.

  4. In the ad group editor, enter the ad group's name.

  5. Enter ad group settings as described below.

  6. Click Save.

    DS creates the ad group and traffics it to the engine.

 

AdWords ad group settings

Ad group

Default CPC

In an AdWords ad group, you can specify two default maximum bids:

  • Default Search CPC: The highest you're willing to pay per click for keywords in the ad group when they display in the Google Search Network.

  • Default Content CPC: The highest you're willing to pay per click for keywords in the ad group when they display in the Google Display Network.

Each keyword can override this default by specifying its own maximum CPC.

Bidding strategy

Bidding strategy

In DoubleClick Search, you can apply a DoubleClick Search bid strategy or AdWords portfolio bid strategy to an ad group to let the bid strategy automatically adjust the ad group's keyword bids. Or, you can manually set bids instead of using a bid strategy.

By default, a bid strategy is inherited by an ad group's keywords unless a keyword is managed by a different bid strategy. You can override an ad group's bid strategy by applying a different bid strategy to a keyword. You can also change or remove campaigns, ad groups, and keywords from bid strategies at any time.

To apply an AdWords portfolio bid strategy in DS, you are required to first create the portfolio bid strategy in AdWords and then run a sync in DS.

 

DoubleClick Search bid strategy settings: 

  • Manual bidding: By default, keywords in the ad group will not be managed by a DS bid strategy, even if a DS bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s DS bid strategy settings.
  • A specific DS bid strategy: By default, all keywords in the ad group are managed by the specific DS bid strategy you select, regardless of any DS bid strategy settings for the campaign.

AdWords portfolio bid strategy settings:

  • No bid strategy (manual bidding): By default, keywords in the ad group will not be managed by an AdWords portfolio bid strategy, even if an AdWords portfolio bid strategy has been applied to the campaign that contains the ad group.
  • No bid strategy (inherited): By default, all keywords in the ad group inherit the campaign's AdWords portfolio bid strategy.
  • A specific AdWords portfolio bid strategy: By default, all keywords in the ad group are managed by the specific AdWords portfolio bid strategy you select, regardless of any AdWords portfolio bid strategy settings for the campaign.

Avoid bid strategy conflicts

You can only create DS bid strategies in DS. You can only create AdWords portfolio bid strategies in AdWords. You can apply DS bid strategies and AdWords portfolio bid strategies in DS. For best results, don't apply a DoubleClick Search bid strategy and an AdWords portfolio bid strategy to the same campaign, ad group, or keyword because you will get unpredictable results.

Even though DoubleClick Search detects whether a DS bid strategy or an AdWords portfolio bid strategy is already applied to an item and displays a warning message, DS doesn't prevent you from applying the bid strategy.

 

Ad groups and keywords can inherit a DS bid strategy and an AdWords portfolio bid strategy

As mentioned earlier, inheritance applies to bid strategies from the same source (DS or AdWords). That is, a DS bid strategy applied to an ad group overrides the DS bid strategy applied to the ad group's campaign. The same is true for an AdWords portfolio bid strategy.

An AdWords portfolio bid strategy doesn't override a DS bid strategy.

A DS bid strategy doesn't override an AdWords portfolio bid strategy.  

 

Example

If you apply a DS bid strategy to a campaign, the campaign's ad group will inherit the DS bid strategy, even if you apply an AdWords portfolio bid strategy to the same ad group. Both the DS bid strategy and the AdWords portfolio bid strategy will be trying to manage the ad group's keywords.

 

Targeting

Mobile bid adjustment

You can set a mobile bid adjustment in DoubleClick Search (DS) at the ad group level in AdWords campaigns. This is useful if you have large campaigns and find that your optimal bids for some keywords would require much different mobile bid adjustments within a campaign. Read this AdWords blog post to learn more.

Mobile bid adjustments that you set at the ad group level will override mobile bid adjustments at the campaign level except when the campaign level bid adjustments are set to -100%.

In the Mobile bid adjustment list, select:

  • No bid adjustment for this device : Uses the keyword bid.
  • Increase by: Increase bids on mobile devices by up to 900%.
  • Decrease by: Decrease bids on mobile devices by up to 90%. Decreasing by 100% will disable mobile bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.

 

Tablet bid adjustment

Specify a different bid adjustment to target tablet devices.

In the Tablet bid adjustment list, select:

  • No bid adjustment for this device : Uses the keyword bid.
  • Increase by: Increase bids on mobile devices by up to 900%.
  • Decrease by: Decrease bids on mobile devices by up to 90%. Decreasing by 100% will disable mobile bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.

Desktop bid adjustment

Specify a different bid adjustment to target desktop devices.

In the Desktop bid adjustment list, select:

  • No bid adjustment for this device : Uses the keyword bid.
  • Increase by: Increase bids on mobile devices by up to 900%.
  • Decrease by: Decrease bids on mobile devices by up to 90%. Decreasing by 100% will disable mobile bids for the ad group.
  • Use campaign bid adjustment (default): Uses the bid adjustment specified in the campaign's settings.
Remarketing

Because people who have visited your site are more likely to buy, you can create remarketing lists in AdWords and then apply them to ad groups in DS. AdWords remarketing lists help you target list members by adjusting keywords bids or adjusting bids and displaying ads with a different message.

Use the remarketing options to indicate your list targeting preference for the ad group. Note that the setting can't be inherited from a campaign because the options aren't available for AdWords campaigns. Remarketing lists at the campaign level can only be used to exclude members from advertising.

To apply AdWords remarketing lists in DS, choose one of the following options:

  • Use bid adjustment only (default). When you apply a remarketing list to an ad group, you can set a bid adjustment percentage to increase or decrease bids to target that audience. The same ads display for everyone, but you might bid more or less to display the ads for list members.
  • Use for targeting and bid adjustment. When you apply a remarketing list to an ad group, you can set a bid adjustment percentage to increase or decrease bids to target that audience and display a different set of ads for the audience members. The ads in the ad group are displayed only for the members of the remarketing list.

URL template

URL template

An ad-group level URL template applies a redirect URL or a set of URL parameters to landing page URLs for all keywords in the ad group.

Instead of adding the same redirect URL and parameters to each keyword, define them just once in a template. DS will do the rest.

The template you define here will override any template defined for the engine account or campaign. Likewise, individual keywords can override this template by defining their own template.

Learn more

 

Bing Ads ad group settings

Ad group

Search bid and Content match bid

In a Bing Ads ad group, you can specify two default maximum bids:

  • Search bid: The maximum cost-per-click for keywords in the ad group that are targeted to the search network (that is, keywords with a broad, phrase or exact match type).

  • Content match bid: The maximum cost-per-click set for keywords in the ad group that with the content match type.

Each keyword can override this default by specifying its own maximum CPC.

Start and end dates

The start date is the date when the campaign begins running. If you specify a date in the future, you can edit the start date any time before that date.

You control how long your Bing Ads campaign runs by setting an end date. The ad group will run through the date that you select.

Ad rotation

If you create more than one ad in a Bing Ads ad group, Bing Ads can either rotate through the ads evenly or predominantly show ads that have the highest click-through rate (CTR). Click one of the following rotation options:

  • Optimize: Shows better-performing ads more frequently.

  • Rotate: Shows all ads the same amount regardless of their performance, and does so for an indefinite amount of time without ever optimizing.

If you haven't synced the ad group recently, DS doesn't know which setting is in effect. Neither of the ad rotation options is selected. You can see which setting is in effect by signing in to Bing Ads or by syncing the ad group.

Bidding strategy

Bidding strategy
Apply a DS bid strategy to the ad group to override the campaign's bid strategy setting.

By default, keywords in an ad group inherit the ad group’s DS bid strategy settings. You can override an ad group's bid strategy by applying a different DS bid strategy to a keyword. You can also change or remove campaigns, ad groups, and keywords from bid strategies at any time.

DoubleClick Search ad group bid strategy settings: 

  • Manual bidding: By default, keywords in the ad group will not be managed by a DS bid strategy, even if a DS bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s DS bid strategy settings.
  • A specific DS bid strategy: By default, all keywords in the ad group are managed by the specific DS bid strategy you select, regardless of any DS bid strategy settings for the campaign.
  • A specific DS bid strategy (inherited):  By default, all keywords in the ad group are managed by the campaign's bid strategy.

Language

Language

Select the language you'll use to write the ads for the ad group. For example, if you select English, your ads will need to be written in English. Once you create the ad group, you cannot change its language.

Targeting

Locations and bid adjustments

Targeting enables you select a more specific audience for your advertising. By default, ad groups inherit all targeting settings from the campaign. Bing Ads ad groups can override some or all of a campaign’s targeting settings and specify their own targeting. For example, if a campaign advertises to the fans of a specific sports team, you can create separate ad groups that target fans in specific locations or on specific devices.

While Bing Ads ad groups can override any targeting setting from the campaign, in DS you can only customize the following targeting settings:

If you're using a bulksheet to create an ad group, the syntax for specifying targeting is slightly different.

Locations 

Target ads in an ad group to appear only in specific countries, metro areas, or other regions that are identified by Bing Ads geographic codes. 

How to specify locations

Download the list of geo codes: XLSX / CSV: Bing Ads

You can use geo codes to specify an entire country, specific region within a country (such as a province or state), metro area, or city.

Specify targets and bid adjustments for a Bing Ads ad group:

  1. In the Targeting section, do one of the following:

    • To use the campaign targeting settings, click Inherit targeting from campaign, and then click Save.
    • Click Customize targeting for this ad group.

      Under Locations and bid adjustments, click Customize for this ad group.
      Complete the rest of the steps to include or exclude location targets.

  2. To specify multiple locations, enter each location on its own line, along with an optional bid adjustment.
  3. To exclude a location from displaying ads, prefix the line with a - (minus).

Here's how to target and adjust bids in the different types of areas:

  • Country: Enter the country's geo code.
    For example:
    To display ads Enter
    Only in the US and Canada US
    CA
    Everywhere except the US -US
    Everywhere, but increase bids by 10%
    in the US and decrease bids by 5% in Canada
    US;10%
    CA;-5%
  • Province (Region): Enter country code-region code
    For example:
    To display ads Enter
    Everywhere except Illinois -US-IL
    Everywhere, but increase bids by 10%
    in Illinois and decrease bids by 5% in Ontario
    US-IL;10%
    CA-ON;-5%
  • Metro area: Enter metro code,region code country code
    For example:
    To display ads Enter
    Only in the Chicago metro area and the Toronto metro areas Chicago, IL, IL US
    Toronto, ON CA
    Everywhere except the Chicago metro area -Chicago, IL, IL US
    Everywhere, but increase bids by 15% in the
    Chicago metro area and decrease bids by 20%
    in the Boston metro area
    Chicago, IL, IL US;15%
    Boston, MA-Manchester, NH, MA US; -20%
  • City: Enter city code,metro area
    For example:
    To display ads Enter
    Only in Chicago and Toronto Chicago, Chicago, IL IL US
    Toronto, Toronto ON CA
    Everywhere except Chicago -Chicago, Chicago, IL IL US
    Everywhere, but increase bids by 10%
    in the Chicago metro area
    Chicago, Chicago, IL IL US;10%
     

 

Overlapping codes

If you specify areas that overlap, the smaller area overrides the larger area.

For example, if you enter the US country code and the MA region code like this:
-US
MA

Your ads can appear in all countries around the world. However, within the US your ads can appear only in Massachusetts.

Notes

  • If you want the Bing Ads ad group to inherit locations and bid adjustments from the campaign, next to Locations, click the Customize for this ad group ▾ (down arrow), and then click Inherit from campaign.
  • While Bing Ads supports radius targeting, you cannot add or modify radius targeting from DS. If you create or edit a campaign from Bing Ads, specify radius targeting in Bing Ads, and sync with DS, you’ll see the following in the Locations box:
    [radius targets (edit in Bing Ads)]

    If you remove [radius targets (edit in Bing Ads)] or replace it with non-radius locations, DS will remove the radius targets when it traffics the change to Bing Ads. Note that Bing Ads does not support combining radius targets with non-radius targets. If you specify both, DS will remove the radius targets.

Devices

All Bing Ads campaigns and ad groups target all device types. Similar to AdWords, the default bid you enter applies to desktop computers, and you can enter bid adjustments for mobile and tablet devices. This allows you to increase or decrease every bid in your campaign or ad group to bid more or less competitively for searches occurring on mobile devices and tablets.

 

Device Bid adjustment percent range
Mobile device -100% and -90% to 300%
Tablet -20% to 300%
 

Set mobile bid adjustment

  1. In the Targeting section, click Customize targeting for this ad group.

  2. Under Devices, click the arrow ▾ to display the list, and then click Customize for this ad group.

  3. In the Mobile bid adjustment list, select:

    • No bid adjustment for this device (default). Uses the same bid as the keyword to target mobile devices.

    • Decrease by: Decrease bids on mobile devices by up to 100% (excluding 91% to 99%). Decreasing by 100% will disable mobile bids.
    • Increase by: Increase bids on mobile devices by up to 300%.

      Bing mobile bid adjustment dropdown options

 

Set tablet bid adjustment

  1. In the Targeting section click Customize targeting for this ad group.

  2. Under Devices, click the arrow ▾ to display the list, and then click Customize for this ad group.

  3. In the Tablet bid adjustment list, select:

    • No bid adjustment for this device (default). Uses the same bid as the keyword to target mobile devices.

    • Decrease by: Decrease bids on tablets by up to 20%.
    • Increase by: Increase bids on tablets by up to 300%.
If you want the Bing Ads ad group to inherit device bid adjustments from the campaign, under Devices, click the arrow ▾ to display the list and then click Inherit from campaign.
Other Bing Ads targeting settings

Set other targeting settings in Bing Ads

Bing Ads supports additional targeting settings for ad groups, such as time-based targeting and gender targeting. After you create a Bing Ads ad group in DS, you can go to Bing Ads and set these targeting settings.

Caution: If you set these additional targeting settings in Bing Ads, and then later change any targeting setting for the ad group from DS, DS will traffic all of the ad group’s current targeting settings to Bing Ads. This could have some unintended consequences. Learn more

URL template

URL template

An ad-group level URL template applies a redirect URL or a set of URL parameters to landing page URLs for all keywords in the ad group.

Instead of adding the same redirect URL and parameters to each keyword, define them just once in a template. DS will do the rest.

The template you define here will override any template defined for the engine account or campaign. Likewise, individual keywords can override this template by defining their own template.

Learn more

 

Yahoo! JAPAN ad group settings

Ad group

Default Search CPC

Specifies the default maximum bid for the keywords in this ad group. Each keyword can override this default by specifying its own maximum CPC.

Bidding strategy

Bidding strategy
Apply a DS bid strategy to the ad group to override the campaign's bid strategy setting.

By default, keywords in an ad group inherit the ad group’s DS bid strategy settings. You can override an ad group's bid strategy by applying a different DS bid strategy to a keyword. You can also change or remove campaigns, ad groups, and keywords from bid strategies at any time.

DoubleClick Search ad group bid strategy settings: 

  • Manual bidding: By default, keywords in the ad group will not be managed by a DS bid strategy, even if a DS bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s DS bid strategy settings.
  • A specific DS bid strategy: By default, all keywords in the ad group are managed by the specific DS bid strategy you select, regardless of any DS bid strategy settings for the campaign.
  • A specific DS bid strategy (inherited):  By default, all keywords in the ad group are managed by the campaign's bid strategy.

Targeting

Mobile bid adjustment

You can set a mobile bid adjustment in DoubleClick Search (DS) at the ad group level for Yahoo! Japan campaigns. This is useful if you have large campaigns and find that your optimal bids for some keywords would require much different mobile bid adjustments within a campaign.

Mobile bid adjustments that you set at the ad group level will override mobile bid adjustments at the campaign level.

You can set ad group mobile adjustments in the DS UI or by upload.

In the DS UI:

  • In the Mobile bid adjustment dropdown, the default is to use the campaign mobile bid adjustment. You can choose to:

    • Decrease by: Decrease bids on mobile devices by up to 100% (excluding 91% to 99%).

    • Increase by: Increase bids on mobile devices by up to 300%.

    • Use same bid for desktop and mobile.

By upload:

  1. Download an editable report that contains the ad groups you want to update.

  2. Update the Mobile Bid Adjustment % column.

  3. Upload it back into DS.

URL template

URL template

An ad-group level URL template applies a redirect URL or a set of URL parameters to landing page URLs for all keywords in the ad group.

Instead of adding the same redirect URL and parameters to each keyword, define them just once in a template. DS will do the rest.

The template you define here will override any template defined for the engine account or campaign. Likewise, individual keywords can override this template by defining their own template.

Learn more

 

Baidu ad group settings

Name

Enter a name to identify the ad group.
Ad group names are case-sensitive in DoubleClick Search.

For Baidu ad groups, the name can be up to 30 characters long.

Default Search CPC

Specifies the default maximum bid for the keywords in this ad group. Each keyword can override this default by specifying its own maximum CPC.

Maximum ad groups per campaign

Each Baidu campaign can contain up to 100 ad groups.

 

Yahoo! Gemini ad group settings

Ad group

Search bid price (Search max CPC)
Specifies the default maximum bid for the keywords in this ad group to display ads on the Yahoo! Gemini search network. Each keyword can override this default bid by specifying its own maximum CPC.
Native bid price (Native max CPC)
Specifies the maximum bid for keywords in this ad group to display ads on the Yahoo! Gemini native network.

Bidding strategy

Bid strategy

Apply a DS bid strategy to the ad group to override the campaign's bid strategy setting.

By default, keywords in an ad group inherit the ad group’s DS bid strategy settings. You can override an ad group's bid strategy by applying a different DS bid strategy to a keyword. You can also change or remove campaigns, ad groups, and keywords from bid strategies at any time.

DoubleClick Search ad group bid strategy settings: 

  • Manual bidding: By default, keywords in the ad group will not be managed by a DS bid strategy, even if a DS bid strategy has been applied to the campaign that contains the ad group.
  • Manual bidding (inherited): By default, all keywords in the ad group inherit the campaign’s DS bid strategy settings.
  • A specific DS bid strategy: By default, all keywords in the ad group are managed by the specific DS bid strategy you select, regardless of any DS bid strategy settings for the campaign.
  • A specific DS bid strategy (inherited):  By default, all keywords in the ad group are managed by the campaign's bid strategy.

Targeting

Device bid adjustment

Specify separate bid adjustments for each device type to bid differently target the device. By default, each device uses the campaign's bid adjustment. You can also set the bid adjustments to increase or decrease bids based on the default bid set for keywords. 

  • Mobile bid adjustment Specify one of the following:

    • Use campaign bid adjustment if you want to use the same bid adjustment specified in the campaign to target the device.
    • 0% if you don’t want to target the device
    • Increase or decrease bids by a specified percent.
  • Tablet bid adjustment Specify one of the following:

    • Use campaign bid adjustment if you want to use the same bid adjustment specified in the campaign to target the device.
    • 0% if you don’t want to target the device
    • Increase or decrease bids by a specified percent.
  • Desktop bid adjustment Specify one of the following: 
    • Use campaign bid adjustment if you want to use the same bid adjustment specified in the campaign to target the device.
    • 0% if you don’t want to target the device
    • Increase or decrease bids by a specified percent
Location targets and bid adjustments

By default, Yahoo! Gemini ad groups inherit the location targets specified in the campaign. If you want an ad group to target different locations than the campaign, specify the location targets on the Ad Group Location Targets tab

Note that you can't set location targets in the ad group editor.

 

Dates

Start and end dates
Specify the time range that you want ads  to display. If you don’t specify dates, the campaign runs until it is out of budget.

Next steps

Create ads and keywords.

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