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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

Search ads are the marketing messages displayed to prospective customers on the search engines. You can create and 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. 

Before you can create an ad, you need to create an ad group that you can assign the ad to.

Create an ad

  1. Navigate to an ad group.

    Steps for navigating to an ad group
    1. In the left navigation panel, 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 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 the advertiser that contains the engine account.

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

    6. In the Campaign list, click the campaign that contains the ad group.

    7. In the Ad group list, click the ad group.

    8. Click Apply or press the Enter key.

    DoubleClick Search displays the ad group page.

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

  3. Do the following depending on the account type:

    • AdWords only: In the toolbar above the reporting table, click New ▼, and then click Text ad.
    • Bing Ads, Yahoo! Japan, Baidu, and Yahoo! Gemini: In the toolbar above the reporting table, click + New ad.
  4. Enter the settings for the new ad as described in the sections below.

    You can enter each setting line by line in the boxes that appear, or you can paste an entire ad, including the URLs, onto the Headline. The text automatically fills in the correct lines if each line of the ad is on a separate line. For example for an AdWords ad, you can paste the following text in the Headline:
    Headline
    Description line1
    www.example.com
    pathfield1, pathfield2

  5. Click Save.

  6. Optionally assign a name to the ad to help with organizing and reporting on ads.

Creating a large number of ads? Use a bulksheet to upload ads.

Ad settings

AdWords ad settings

Expanded text ad settings

Ad copy in DoubleClick Search is case-sensitive.

  • Headline and Headline2 (required): Enter the headline of the ad.
    Character limit: 30 characters each

    To make your ads more relevant to customers, you can insert keywords in your ad text that will dynamically update with the keyword a customer used when performing a search. For example,  if a customer searches for "red summer sandals", your ad dynamically updates to say,  Red summer sandals 20% off.  
    Enter the headline as follows: {Keyword: Red shoes} 20% off.
  • Description line 1 (required): Enter more details about your product or service.
    Character limit: 80
  • Destination URL (required): Specifies a page on your site that describes the service or product in the ad. AdWords calls this the final URLLearn more.
    Select a prefix (http:// or https://) and then enter the rest of the URL.
  • Path (field 1 and field 2) (optional): Enter a URL path to include in the ad's display URL. The path you enter here is combined with the domain name from the ad's destination URL.

    The fields give potential customers an idea of where they will end up on your site once they have clicked your ad. Your path text doesn’t have to match the exact text of your destination URL, but it should help the user understand what to expect from your landing page.

    Character limit: 15 characters each
  • URL Template: Specifies a DS URL template for the ad.

  • Custom parameters (optional): Defines parameters and values you can add to the ad's landing page URL or URL template. If custom parameters defined at a higher level use the same name as the ones you define here, the parameter values you define here override the values specified at the higher level.
As of January 31, 2017, AdWords no longer supports creating new standard text ads. You can still target, pause and resume, and report on existing standard text ads, but any new ads you create are required to be expanded text ads.

Bing Ads ad settings

Expanded text ad settings

Only Bing Ads accounts that have migrated to Upgraded URLs can create expanded text ads from DS.

Ad copy in DoubleClick Search is case-sensitive.

  • Headline and Headline2 (required): Enter headlines for the ad.

    Character limit: 30 characters each

  • Description line 1 (required): Enter more details about your product or service.

    Character limit: 80

  • Destination URL (required): Specifies a page on your site that describes the service or product in the ad. Bing Ads calls this the final URLLearn more.

    Select a prefix (http:// or https://) and then enter the rest of the URL.

  • Path (field 1 and field 2) (optional): Enter a URL path to include in the ad's display URL. The path you enter here is combined with the domain name from the ad's destination URL.

    The fields give potential customers an idea of where they will end up on your site once they have clicked your ad. Your path text doesn’t have to match the exact text of your destination URL, but it should help the user understand what to expect from your landing page.

    For example, if:

    • Destination URL is https://www.example.com?pid=23455

    • Path 1 is hiking-boots

    • Path 2 is mens

    The display URL in your ad would be:
    www.example.com/hiking-boots/mens

    Character limit: 15 characters each.
    If you use dynamic text to generate text for this field, the dynamic text formula can be up to 50 characters long, but when Bing Ads evaluates the formula, the output is required to be 15 characters or less.

  • URL Template: Specifies a DS URL template for the ad.

    Why create a template for an ad? If you're using a third-party tracking service that uses a redirect URL, engine accounts with shared templates require you to put the redirect URL in a URL template. All landing page URLs are required to refer to a page on the advertiser's site.

You can only create expanded text ads (migration to Upgraded URLs required) in a Bing Ads account. Bing Ads deprecated creating and editing standard text ads on July 31, 2017. Learn more.

 

Yahoo! JAPAN ad settings

Expanded text ad settings

Ad copy in DoubleClick Search is case-sensitive.

  • Headline and Headline2 (required): Enter headlines for the ad.

    Character limit: 30 alpha-numeric characters each, or 15 double-byte characters (such as Kana) each

  • Description line 1 (required): Enter more details about your product or service.

    Character limit: 80 alpha-numeric characters, or 40 double-byte characters (such as Kana)

  • Destination URL (required): Specifies a page on your site that describes the service or product in the ad. Learn more.

    Select a prefix (http:// or https://) and then enter the rest of the URL.

  • Path (field 1 and field 2) (optional): Enter a URL path to include in the ad's display URL. The path you enter here is combined with the domain name from the ad's destination URL.

    The fields give potential customers an idea of where they will end up on your site once they have clicked your ad. Your path text doesn’t have to match the exact text of your destination URL, but it should help the user understand what to expect from your landing page.

    For example, if:

    • Destination URL is https://www.example.com?pid=23455

    • Path 1 is hiking-boots

    • Path 2 is mens

    The display URL in your ad would be:
    www.example.com/hiking-boots/mens

    Character limit: 15 alpha-numeric characters each

  • URL Template: Specifies a DS URL template for the ad.

    Why create a template for an ad? If you're using a third-party tracking service that uses a redirect URL, engine accounts with shared templates require you to put the redirect URL in a URL template. All landing page URLs are required to refer to a page on the advertiser's site.

Allowed characters

Yahoo! JAPAN restricts some characters from appearing in ads. For example:

  • You can't use these bracket symbols [ ].

  • You can use the double-byte versions of &, %, and / that are found on Japanese keyboards, but not the single-byte versions you would find on US keyboards.

Click here to download a Yahoo! guide that details the character restrictions in Yahoo! JAPAN ads. Learn more about ad editorial guidelines on the Yahoo! help.

As of March 22, 2017, Yahoo! Japan no longer supports creating new standard text ads. You can still target, pause and resume, and report on existing standard text ads, but any new ads you create are required to be expanded text ads.

Baidu ad settings

Ad settings

Each Baidu ad consists of a title, two lines of description, and display URLs for mobile and non-mobile devices. You'll also need to specify landing page URLs for mobile and non-mobile devices.

  • Ad title: The headline of the ad.
    Note that the ad copy in DoubleClick Search is case-sensitive.
    Character limit: 50

  • Ad description / Ad description line 1: A concise summary of the ad.
    Character limit: minimum 9, maximum 80

  • Ad description line 2: A detailed summary of the ad. Optional for Baidu.
    Character limit: minimum 9, maximum 80

  • Display URL: The URL that will appear in the ad when the ad displays on non-mobile devices.
    The value doesn't need to start with http://.
    Character limit: 36

  • Ad landing page URL: The landing page for the ad when the ad displays on non-mobile devices. While this is required for Baidu, 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.

  • Mobile Display URL: The URL that will appear in the ad when the ad displays on mobile devices. This is an optional field. When Baidu serves the ad, it substitutes the mobile display URL defined for the keyword.
    The value doesn't need to start with http://.
    Character limit: 36

  • Mobile ad landing page URL: The landing page for the ad when the ad displays on mobile devices. This is an optional field. When Baidu serves the ad, it substitutes the mobile landing page URL defined for the keyword. Learn more.
    If you do specify a URL for the ad, select the proper prefix (such as http:// or https://) and then enter the rest of the URL.

The URL domain that you specified when you registered for a Baidu account is the only domain that Baidu accepts for your ad and keyword landing pages. You can specify different subdomains. For example, if you registered example.com, your ads and keywords can specify www.example.com and m.example.com.

Maximum ads per ad group

Each Baidu ad group can contain up to 50 ads.

 

Yahoo! Gemini ad settings

Standard text ad settings
  • Headline (Ad title): The headline of the ad.
    Character limit: 50
  • Description line 1 (Ad description): Enter a description of your product or service.
    Character limit: 150
  • Display URL: The URL that will appear on the ad.
    The value doesn't need to start with http://, but should start with www.
    Character limit: 35
  • Sponsored by (Company name): Enter the name of your business. The ad displays your business name as the sponsor of the ad.
    Character limit: 25
  • Image URL (optional)Specify the location of a square image (627 pixels by 627 pixels) that will display with your ad. For example, www.example.com/image.png. This size is recommended for mobile phones.
  • High quality image URL (optional):  Specify the location of a large rectangular image  (1200 pixels by 627 pixels) that will display with your ad. For example, www.example.com/highqualityimage.png. This size is recommended for desktops.
  • Destination URL: DoubleClick Search 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.
    Character limit: 1024
Expanded text ad settings
  • Headline and Headline2 (required): Enter headlines for the ad.

    Character limit: 50 characters for Headline, and 30 characters for Headline2
    The second headline may be used when you ad appears in the Search or Search partners network. For the Native network, Gemini will continue displaying the first line of title.

  • Description line 1 (required): Enter more details about your product or service.

    Character limit: 150 characters

  • Display URL: The URL that appears in the ad.
    The value doesn't need to start with http://, but should start with www.
    Character limit: 35

    If you leave this field empty, Yahoo! Gemini will generate a display URL using the domain name from the ad's Destination URL.
  • Sponsored by (Company name): Enter the name of your business. The ad displays your business name as the sponsor of the ad.
    Character limit: 25
  • Image URL (optional)Specify the location of a square image (627 pixels by 627 pixels) that will display with your ad. For example, www.example.com/image.png. This size is recommended for mobile phones.
  • High quality image URL (optional):  Specify the location of a large rectangular image  (1200 pixels by 627 pixels) that will display with your ad. For example, www.example.com/highqualityimage.png. This size is recommended for desktops.
  • Destination URL: DoubleClick Search 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.
    Character limit: 102
You can create expanded text ads or standard text ads in a Yahoo! Gemini account. After Yahoo! Gemini deprecates standard text ads (date not announced), you'll only be able to create expanded text ads. Learn more.

 

Add/update an ad name

To help you organize and report on your ads, you can give an ad a name. You can use the ad name to see which ad you're reporting on instead of reading the entire ad text. The ad name is not part of the actual ad.

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.

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