Create an ad

Search ads are the marketing messages displayed to prospective customers on the search engines. You can manage your search engine ads in DoubleClick Search. You can traffic as many ads through DoubleClick Search as the search engine limits allow.

Each ad consists of a title, one or two lines of description (depending on the search engine), and a display URL. You'll also specify the landing page URL, which will appear after the user clicks the ad.

After you create an ad, you can enter an ad name. The ad name is not part of the actual ad; it's a short description. It can help you in organizing and reporting on your ads. You can simply look at the ad name to see which ad you're reporting on, so you don't need to read the entire ad text.

The ad name is required for Yahoo! Search Marketing. After you create a Yahoo! ad, the ad name will default to the ad title and ad ID. Follow the instructions below to display the ad name and change it.

Create an ad

Before you can create an ad, there must be an existing ad group that you can assign it to.
  1. Navigate to an ad group.

  2. Click the Ads tab.
    The table displays the existing ads for the ad group.

  3. In the toolbar above the reporting table, click + New ad.

  4. In the box that appears, enter the properties for the new ad, one property on each line.
    Fields are required unless otherwise noted.
    • Ad title: The headline of the ad.
      Note that the ad copy in DoubleClick Search is case-sensitive.
    • Ad description / Ad description line 1: A concise summary of the ad.
    • (Google AdWords and Yahoo! JAPAN only) Ad description line 2: A detailed summary of the ad.
    • Display URL: The URL that will appear on the ad.
      The value doesn't need to start with http://.
    • (AdWords and Yahoo! Search Marketing only) Ad landing page URL: While this is required for AdWords and Yahoo! Search Marketing, DS only uses this landing page in the rare instance when there is no keyword landing page. Learn more.
      Select the proper prefix (such as http:// or https://) and then enter the rest of the URL.
  5. (AdWords only) Mobile-preferred creatives allow you to target mobile users with different ad text.
    When you create an ad in an AdWords campaign, select the Mobile preferred check box to give the ad preference to display on mobile devices. If the ad group contains only ads set to Mobile preferred (not recommended), the ad may also appear on desktop and laptop computers and tablets.

  6. Click Save.

Add/update an ad name

As mentioned above, the ad name is required for Yahoo! Search Marketing. It's optional for Google AdWords and Bing Ads. The ad name is not part of the actual ad. It can help you in organizing and reporting on your ads. You can simply look at the ad name to see which ad you're reporting on, so you don't need to read the entire ad text.

To add/update an ad name:

  1. After you create the ad, click the Columns button in the toolbar above the performance summary graph.
    The columns panel appears.

  2. In the panel, click an Add column button and select Ad name from the dropdown that appears.
    You can drag and drop the Ad name button to the desired location.

  3. Click Apply columns.
    The Ad name column will appear in the data table.

  4. Click a cell in the Ad name column, enter the ad name in the pop-up that appears, and click Save.

Ad copy and character limits

Headline character limits:

  • Google AdWords: 25
  • Bing Ads: 25
  • Yahoo! JAPAN: 15

Description character limits:

  • AdWords: NA
  • Bing Ads: 70
  • Yahoo! JAPAN: NA

Description line 1 character limits:

  • AdWords: 35
  • Bing Ads: NA
  • Yahoo! JAPAN: 19

Description line 2 character limits:

  • AdWords: 35
  • Bing Ads: NA
  • Yahoo! JAPAN: 19

Display URL character limits:

  • AdWords: 35
  • Bing Ads: 35
  • Yahoo! JAPAN: 29