Create a placeholder keyword

Even if DoubleClick Search (DS) doesn't fully support a search engine or a specific feature of an engine, you can often still use DS for reporting by creating placeholder keywords. A placeholder keyword provides a way to direct a user's click on a paid search ad to DS. DS collects data about the click and then redirects the user to the ad's original URL.

If you haven't created the engine account yet, see create engine account.

To create a placeholder keyword:

  1. Do one of the following:

  2. Click the Kewords tab.

  3. Click + New keyword, which appears above the reporting table.

  4. In the text box that appears, enter the following properities for each placeholder keyword (one keyword per line):
    Keyword text,,,Landing page URL

    Here's what to enter for each keyword property:

    • Keyword text: Specify something to help you identify the purpose of the placeholder keyword. DS does not traffic placeholders keyword to the engine, so the keyword text will never be used to match customer searched..

    • ,,,: For a normal keyword, you'd specify a match type and max CPC. But because this is a placeholder keyword, just specify two empty fields. (Anything you specify for these fields will be ignored.)

    • Landing page URL: specify the URL you want DS to redirect users to. This could be a page on the advertiser's site or the address of another tracking service that will eventually redirect to the advertiser's site.

    For example, the following two lines create two placeholder keywords:
    home mortgage,,, http://www.example.com/mortgage
    home loan,,, http://www.example.com/loan

  5. Click Save.
    The new keywords appear in the reporting table.

  6. Change the status of the keyword to Paused:

    1. Select the check box next to the keyword.

    2. Click Edit ▼ above the reporting table and select Pause.

    3. Click Save in the edit panel.

  7. Copy the keyword's clickserver URLs:

    1. Click the Columns button above the performance summary graph.

    2. Next to Available columns, type clicksever URL in the search box and press the Enter key.

    3. Click + next to the column name in the Available columns list.

    4. Click Apply.

    5. Copy the URL from the Clickserver URL column.

  8. On the search engine, paste the clickserver URLs as the destination URLs for the items you'd like to track (ads, keywords, etc.).