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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 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 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.
      The default AdWords text ad type is an expanded text ad. If you want to create a standard text ad, click Switch to standard text ad editor. Any ad properties that you already entered are removed when you make the switch. That is, you'll have to create the new ad type from the beginning.
    • Bing Ads, Yahoo! Japan, and Baidu: In the toolbar above the reporting table, click + New ad.
  4. Enter the properties for the new ad as described in the sections below.

    You can enter each property 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
    pathfiield1, pathfield2

  5. Click Save.

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

 

Ad properties

AdWords ad properties

Expanded text ad properties
  • Headline and Headline2 (required): Enter the headline of 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): While this is required for AdWords, 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.
  • Path (field 1 and field 2) (optional): Enter the pages on your website that lead to your landing page.
    The path and destination URL fields are combined to form the URL that is shown on your ad.
    Character limit: 15 characters each
  • URL Template: Specifies a DS URL template for the ad. Note that ads do not inherit templates from higher levels, so if you need a template for an ad, create one here at the ad level.

    Why create a template for an ad? If you're using a third-party tracking service that requires a redirect URL, in AdWords engine accounts you'll need to put the redirect URL in the ad's URL template. AdWords requires all landing page URLs to refer to be final URLs (refer to a page on the advertiser's site). Redirect URLs need to be placed in a DS URL template.

  • Custom parameters (optional): Specifies any additional items that you want to track.
Standard text ad properties
All properties are required. Ad copy in DoubleClick Search is case-sensitive.
  • Headline: The headline of the ad.
    Character limit: 25
  • Description line 1: A concise summary of the ad.
    Character limit: 35
  • Description line 2: A detailed summary of the ad.
    Character limit: 35
  • Display URL: The URL that will appear on the ad.
    The value doesn't need to start with http://.
    Character limit: 35
  • Destination URL: While this is required for AdWords, 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.
  • URL Template: Specifies a DS URL template for the ad. Note that ads do not inherit templates from higher levels, so if you need a template for an ad, create one here at the ad level.

    Why create a template for an ad? If you're using a third-party tracking service that requires a redirect URL, in AdWords engine accounts you'll need to put the redirect URL in the ad's URL template. AdWords requires all landing page URLs to refer to be final URLs (refer to a page on the advertiser's site). Redirect URLs need to be placed in a DS URL template.

  • Device preference: Select the Mobile check box to give the ad preference to display on mobile devices. If the ad group contains only ads set to Mobile (not recommended), the ad may also appear on desktop and laptop computers and tablets.

You can use ad customizers in the headline and description properties. It's OK if the customizers cause the ad text to go over the character limits. Just make sure that the values that replace the customizers won't exceed the limit (otherwise, your customized ad won't show).

 

Bing Ads ad properties

Ad properties
All properties are required. Ad copy in DoubleClick Search is case-sensitive.
  • Headline: The headline of the ad.
    Character limit: 25
  • Description line 1: A concise summary of the ad.
    Character limit: 71
  • Display URL: The URL that will appear on the ad.
    The value doesn't need to start with http://.
    Character limit: 35
  • Destination URL: While this is required for Bing Ads, DS only uses this landing page in the rare instance when there is no keyword landing page. Select the proper prefix (such as http:// or https://) and then enter the rest of the URL. Learn more.

    The final URL or landing page that displays when a user clicks your ad.

  • URL Template: Specifies a DS URL template for the ad. Note that ads do not inherit templates from higher levels, so if you need a template for an ad, create one here at the ad level.
  • Device preference: Select the Mobile check box to give the ad preference to display on mobile devices. If the ad group contains only ads set to Mobile (not recommended), the ad may also appear on desktop and laptop computers and tablets.

 

Yahoo! JAPAN ad properties

Ad properties
All properties are required. Ad copy in DoubleClick Search is case-sensitive.
  • Headline: The headline of the ad.
    Character limit: 15
  • Description line 1: A concise summary of the ad.
    Character limit: 19
  • Description line 2: A detailed summary of the ad.
    Character limit: 19
  • Display URL: The URL that will appear on the ad.
    The value doesn't need to start with http://.
    Character limit: 29
  • URL Template: Specifies a DS URL template for the ad. Note that ads do not inherit templates from higher levels, so if you need a template for an ad, create one here at the ad level.
  • Destination URL: While this is required for Yahoo! JAPAN, 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.
  • Device preference: Select the Mobile check box to give the ad preference to display on mobile devices. If the ad group contains only ads set to Mobile (not recommended), the ad may also appear on desktop and laptop computers and tablets.
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.

 

Baidu ad properties

Ad properties

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.

  • Ad description / Ad description line 1: A concise summary of the ad.

  • Ad description line 2: A detailed summary of the ad. Optional for Baidu.

  • 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://.

  • 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://.

  • 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.

Character limits for Baidu ad copy
  • Headline: 50

  • Description line 1:  minimum 9, maximum 80

  • Description line 2: minimum 9, maximum 80

  • Display URL: 36

  • Mobile Display URL: 36

Maximum ads per ad group

Each Baidu ad group can contain up to 50 ads.

 

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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