Create a campaign

Campaigns give structure to the products or services that you advertise. In DoubleClick Search, a campaign can consist of one or more ad groups. The ads in a campaign target one or more keywords related to an advertiser's given product, event, or theme (for example, Super Bowl) on search engines. Before the search engines can serve ads based on certain keywords, you must first create a campaign. This campaign sends keywords that are related to the advertiser's product to the search engines. The ads in a campaign share properties such as daily budget, language and location targeting, and end dates.

Create a campaign

  1. Navigate to the engine account that will contain the campaign.
    The new campaign will serve ads only on the engine account's search engine.

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

  3. Above the table of existing campaigns, click + New campaign.
    If you've added your Merchant Center account to DS to enable inventory campaigns, you'll see New ▼ instead of + New campaign. In this case, click New ▼ and then select Manual campaign, or select Inventory campaign and follow the instructions for creating an inventory campaign.

    The available properties for the new manual campaign appear.

  4. Name the campaign.
    Campaign names are case-sensitive in DoubleClick Search.

Click the following links to learn about more campaign settings.

Budgets

Daily budget: Type the amount you're willing to spend on a campaign each day. DoubleClick Search does not automatically control your spend on the search engine. This value determines the search engine spend cap.

Google AdWords and Yahoo! Search Marketing campaigns only have the daily budget option. For Bing Ads campaigns, there are multiple budget options:

  • Daily - Standard: Helps you spread your ad impressions across the entire month, based on daily limit that you define in the Daily budget field. Your ads are also shown evenly throughout the day. This is a good choice if displaying your ads all day long is important. If you set this option, be sure to delete any value that's set the Monthly budget field.

  • Daily - Accelerated: This option also spreads your impressions across the entire month. However, with this option, your ads are displayed as quickly as appropriate each day until the value you enter in the Daily budget field is depleted. It does not spread the ads, throughout the day, which means your ads may stop displaying before the end of the day. If you set this option, be sure to delete any value that's set the Monthly budget field.

  • Monthly budget: Serves your ads as quickly as appropriate without spreading those impressions over the entire month. There is no daily cap. This means that your ads may stop displaying before the end of the month. With this option, enter a value in the Monthly budget field and delete any value that's set in the Daily budget field.

In a Bing Ads engine, if you set a daily budget and the budget is exceeded before the end of the day, the campaign's Engine status column displays Budget paused. Once this status is assigned, ads aren't eligible to serve for that campaign until the next day. To prevent this, you can either increase the campaign's daily budget or change the budget type to monthly instead of daily. Because Budget paused applies to a campaign, you'll only see this status in a campaign reporting table.

Budget delivery method (Google only): Select whether to have Google show your ads evenly over time (Standard), or to show ads as quickly as possible (Accelerated). This feature is available only for advertisers who do not have bid strategies. The DoubleClick Search Bid Optimization tool must be disabled for the Delivery Method feature to be enabled. Learn more about delivery methods on the AdWords Help Center.

Start and end dates (Google and Yahoo! only)

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 AdWords campaign runs by setting an end date. Your campaign will end on your chosen end date at 11:59 PM in your account's time zone.

Enable content match (Yahoo! Asia-Pacific only)

If you select this check box, the campaign's ads will appear on content pages such as articles, reviews, news, or other information relevant to your keywords, titles, and/or descriptions. Your ads will also continue to appear on the Yahoo! network for search queries related to your keywords.

This version of DoubleClick Search does not have reporting for Content Match campaigns. It will be available in a future release.

Ad rotation

In AdWords and Yahoo! JAPAN campaigns, click the Edit link and specify one of the following rotation options:

  • Optimize: Shows better-performing ads more frequently.
    In an AdWords campaign, this option corresponds to Optimize for clicks. DS does not support the AdWords Optimize for conversions setting. Learn more about ad rotation settings in AdWords.

  • Rotate: Shows all ads the same amount regardless of their performance.
    In an AdWords campaign, this option corresponds to Rotate evenly. DS does not support the Rotate indefinitely setting.

After you create a Bing Ads campaign, you can sign into Bing Ads, set up ad rotation in Bing Ads, and the sync the change into DS.

Keyword matching (Google only)

This value allows you to include close variants for phrase and exact match keywords in AdWords. It allows you to capture additional traffic by focusing on user intent in queries. With this option, AdWords will display your ads even on search queries that are common variations such as misspellings and plural forms. When you create an AdWords campaign in DS, the Include plurals, misspellings, and other close variants option to activate the near exact match type will be selected by default.

Bidding strategy (Google only)

This value defaults to Manual CPC, which is currently the only option.With this value, you're eligible to apply the keywords in this campaign to a bid strategy.

Locations

Geographical location targeting allows you to target prospective customers in the geographic locations you support. It provides added flexibility in selecting a more specific audience for your campaign. For example, if you have a campaign that targets the fans of a specific sports team, you may want your ads to appear only in the regions that are most heavily populated with those fans.

DoubleClick Search defaults to show your ads in all countries. If you want your ads to appear only in certain countries, or in certain regions, metro areas, or cities, enter the geo codes in the box.

In an AdWords engine account, you can also target specific ZIP codes by entering 5-digit US ZIP codes in the box.

In a Yahoo! JAPAN engine account:

  • Instead of entering geo codes, you can select prefectures to target.

  • To target subprefectures or to exclude locations, specify targeting settings in a bulksheet. After you upload a bulksheet that specifies subprefectures or excluded locations, the Locations heading notifies you of the change. For example, if you target the Tokyo prefecture and use a bulksheet to target the Akkeshi, Hokkaido subprefecture, you'll see Locations: Tokyo (also targets 1 non-managed location).

Download a list of geo codes.

Languages (Google only)

This setting helps determine which users will see your ad, based on their computers' language settings. When deciding where to show your ads, the Google AdWords system looks at a user's Google interface language setting to see if it matches this setting. For example, only users whose Google interface language is French will see ads in a campaign targeted to French.

DoubleClick Search defaults to show your ads on computers with English language settings. Click Edit to change, add, or remove languages. Make sure to enter your ads and keywords in the language you select here.

Networks (Google only)

Select the networks of sites where you want to display your ads, including those on Google search, search partners, and the Google Display Network.

  • Google search: Ads are shown on Google search results pages.

  • Search partners (requires Google search): Ads are shown both on Google search results pages and the search results pages of other properties (Google's search partners) within the Search Network. On our search partners, your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages. Learn more about the Google Search Network on the AdWords Help Center.

  • Display Network: The Google Display Network consists of websites that have partnered with Google (display partners), YouTube, and specific Google properties that display AdWords ads. Your ads will run on the placements and audiences that you manage in AdWords. Learn more about the Google Display Network on the AdWords Help Center.

AdWords ads are placed either on web content or searches, so the Display Network and the Search Network comprise the entire Google Network.

Devices (Microsoft only)

Target your ads to appear on any combination of desktop and laptop computers, tablets, or smartphones. You can also choose to target ads to all available devices.

Because DS does not support operating system (OS) targeting, updating the Device target value will override OS targeting values on Bing Ads.

Mobile bid adjustment (Google only)

Sometimes a click is worth more to you if it comes from a mobile device, at a certain time of the day, or from specific locations. By setting mobile bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

A bid adjustment represents a percentage change in your mobile bids. For example, you can increase or decrease every bid in your campaign to bid more or less competitively for searches occurring on mobile devices.

In the Mobile bid adjustment field, select:

  • Use same bid for desktop and mobile (default)
  • Increase by: Increase bids on mobile devices by up to 300%.
  • Decrease by: Decrease bids on mobile devices by up to 100% (excluding 91% to 99%). Decreasing by 100% will disable mobile bids.

Once you run a sync on the campaign, the DS UI will also display the bid adjustment that Google AdWords suggests to optimize your bidding for this campaign. You can click use this adjustment to apply AdWords’ suggested adjustment to your campaign.

Sponsored Search Enabled (Yahoo! only/upload only)

With Sponsored Search, you create ads that appear in search results.

  • Target your ads to potential customers who are searching for what you offer.
  • Get targeted leads for your business.
  • Get more traffic by opting in to the Advanced Match type.

To enable Sponsored Search, enter On in the Sponsored Search column of an upload file and upload it.

Advanced Match Enabled (Yahoo! only/upload only)

Keyword matching allows you to target the keywords for a specific ad to match a consumer's search query.

Yahoo! Search Marketing: Keywords can have one of the following match types:

  • Standard match: The consumer's search query must exactly match keyword but could include:
    • Singular/plural variations of the keywords.
    • Common misspellings of the keywords.
    • Topics that are highly relevant to the keywords.
    • Topics that are highly relevant to the title and description.
  • Advanced match: Displaying listings for a broader range of searches relevant to your keywords, titles, and descriptions.

To enable Advanced match, enter On in the Advanced Match Enabled column of an upload file and upload it.

Add a Sitelinks extension (Google only)

You can add a Sitelinks extension to a campaign. You can use the same extension in more than one campaign.