Create a manual campaign

Manual campaigns use keywords to display text ads. To create a manual 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.

    Steps for navigating to an engine account
    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 on 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 on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

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

  3. Click + New campaign, which appears above the reporting table.
    If you see New▼ instead of + New campaign, click New▼ and select Manual campaign. (New▼appears for advertisers who have linked a Merchant Center Account to DS.)

  4. In the campaign editor, name the campaign.
    Campaign names are case-sensitive in DoubleClick Search.

  5. Enter campaign settings.

  6. Click Save.

DS creates the campaign and traffics it to the engine. 

AdWords campaign settings

Campaign

Budgets

Daily budget: Type the amount you're willing to spend on a campaign each day. Note that DoubleClick Search itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

Budget delivery method/Daily budget options

Choose how to allocate impressions:

  • 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. 

  • 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 evenly throughout the day, which means your ads may stop displaying before the end of the day.

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.

Start and end dates

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 a campaign runs by setting an end date. The campaign will end at 11:59 PM in your account's time zone on the day before your chosen end date. For example, if you set the end date to Jan 1st, the campaign will end at 11:59 PM on Dec 31st.

Ad rotation

Click the Edit link and specify one of the following rotation options:

  • Optimize: Shows better-performing ads more frequently. This is equivalent to the Optimize for clicks setting in AdWords.

  • Rotate: Shows all ads the same amount regardless of their performance. This is equivalent to the Rotate evenly setting in AdWords.

  • Rotate indefinitely: Shows ads in a manner similar to "Rotate evenly," but does so for an indefinite amount of time, without ever optimizing.

  • Optimize for conversions: Gives preference to your ads that are expected to get the most conversions like purchases and sign-ups.

    Learn more about ad rotation settings for AdWords.

Keyword matching

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.

Bid Strategies

Bidding strategy

Applies a bid strategy to the campaign. The bid strategy will automatically adjust bids to optimize your advertising goals. To set bids manually instead of using a bid strategy, select Manual bidding.

Targeting

Locations

By default, ads in your AdWords campaigns are eligible to display in any location around the world. If you want your ads to appear only in specific locations, enter one or more geo codes or postal codes.

You can use geo codes to specify an entire country, specific regions within a country (such as a province or state), city, or US metro area. You can also target specific postal codes in the US, UK, or Germany.

Download the list of geo codes: XLSX / CSV

Languages

This setting helps determine which users will see your ad, based on their computers' language settings. When deciding where to show your ads, the 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.

Network

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.
Mobile bid adjustment

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 an AdWords campaign, the DS UI will also display the bid adjustment that AdWords suggests to optimize your bidding for this campaign. You can click use this adjustment to apply AdWords’ suggested adjustment to your campaign.

Products

Enable campaign for Product Listing Ads

Enables a manual campaign to display product listing ads (PLAs).


 

 

Bing Ads campaign settings

Campaign

Budgets

Daily budget: Type the amount you're willing to spend on a campaign each day. Note that DoubleClick Search itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

If you specify a daily budget, be sure to remove any value that's set in the Monthly budget field.

Budget delivery method/Daily budget options

You can choose how to allocate impressions:

  • 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. 

  • 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 evenly throughout the day, which means your ads may stop displaying before the end of the day.

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.

Monthly budget

You can set a monthly budget instead of a daily budget. A monthly budget serves your ads as often as possible, with no daily cap and no attempt to spread impressions over the entire month. This means that your ads may stop displaying before the end of the month. If you use this option, enter a value in the Monthly budget field and remove any value that's set in the Daily budget field.
Ad rotation

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.

Bidding strategy

Applies a bid strategy to the campaign. The bid strategy will automatically adjust bids to optimize your advertising goals. To set bids manually instead of using a bid strategy, select Manual bidding.

Targeting

Locations

By default, ads in Bing Ads campaigns are eligible to display in any location around the world. If you want all ads in your campaign to appear only in specific locations, enter one or more geo codes. You can use geo codes to include or exclude locations.

The locations that you specify for a campaign will be used by all ad groups in the campaign by default, but each ad group can specify its location targets and override the campaign's targets.

How to specify locations

Download the list of geo codes: XLSX / CSV: Bing Ads

You can use geo codes to specify an entire country, specific region within a country (such as a province or state), metro area, or city.

  • To specify multiple locations, enter each location on its own line.
  • To exclude a location from displaying ads, prefix the line with a - (minus).
  • While Bing Ads supports radius targeting, you cannot add or modify radius targeting from DS. If you create or edit a campaign from Bing Ads, specify radius targeting in Bing Ads, and sync with DS, you’ll see the following in the Locations box:
    [radius targets (edit in Bing Ads)]

    If you remove [radius targets (edit in Bing Ads)] or replace it with non-radius locations, DS will remove the radius targets when it traffics the change to Bing Ads. Note that Bing Ads does not support combining radius targets with non-radius targets. If you specify both, DS will remove the radius targets.

Here's how to target and adjust bids in the different types of areas:

  • Country: Enter the country's geo code.
    For example:
    To display ads Enter
    Only in the US and Canada US
    CA
    Everywhere except the US -US
  • Region: Enter country code-region code
    For example:
    To display ads Enter
    Everywhere except Illinois -US-IL
  • Metro area: Enter metro code,region code country code
    For example:
    To display ads Enter
    Only in the Chicago metro area and the Toronto metro areas Chicago, IL, IL US
    Toronto, ON CA
    Everywhere except the Chicago metro area -Chicago, IL, IL US
  • City: Enter city code,metro area
    For example:
    To display ads Enter
    Only in Chicago and Toronto Chicago, Chicago, IL IL US
    Toronto, Toronto ON CA
    Everywhere except Chicago -Chicago, Chicago, IL IL US

Overlapping codes

If you specify areas that overlap, the smaller area overrides the larger area.

For example, if you enter the US country code and the MA region code like this:
-US
MA

Your ads can appear in all countries around the world. However, within the US your ads can appear only in Massachusetts.

Devices

By default, campaigns target all devices equally. If you want your ads to appear on any combination of desktop and laptop computers, tablets, or smartphones, specify the devices you want to target.

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

 

 

Yahoo! Japan campaign settings

Campaign

Budgets

Daily budget: Type the amount you're willing to spend on a campaign each day. Note that DoubleClick Search itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

Budget delivery method/Daily budget options

You can choose how to allocate impressions:

  • 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. 

  • 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 evenly throughout the day, which means your ads may stop displaying before the end of the day.

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.

Ad rotation

Click the Edit link and specify one of the following rotation options:

  • Optimize: Shows better-performing ads more frequently.

  • Rotate: Shows all ads the same amount regardless of their performance.

  • Rotate indefinitely: Shows ads in a manner similar to "Rotate evenly," but does so for an indefinite amount of time, without ever optimizing.

Bidding strategy

Applies a bid strategy to the campaign. The bid strategy will automatically adjust bids to optimize your advertising goals. To set bids manually instead of using a bid strategy, select Manual bidding.

Targeting

Locations

By default, ads in Yahoo! JAPAN campaigns are eligible to display in any location within Japan. If you want ads in your campaign to appear only in specific prefectures, enter one or more prefecture codes. 

To specify multiple locations, enter each location on its own line.

For example, to show your ads only in the Tokyo and Kyoto prefectures, enter:
JP-13
JP-26

Download the list of prefecture codes: XLSX / CSV

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).

Mobile bid adjustment

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.

 

 

Baidu campaign settings

Name

Enter a name to identify the campaign.
Campaign names are case-sensitive in DoubleClick Search.

For Baidu campaigns, the name can be up to 30 characters long.

Budgets

Daily budget: (Optional, but recommended) If you set a daily budget, Baidu requires a minimum of 50 Yuan. If you don't set a budget, the campaign inherits the budget that you set for the account in Baidu. It's possible that a campaign without a specified budget could use all or most of the account's budget and prevent other campaigns from displaying ads. In addition, DS doesn't display account-level budgets, so you won't be able to compare spend with your budget from within DS.

Note that DoubleClick Search itself does not use this setting to control your spend on the search engine. Instead, the setting is trafficked to the engine, and the engine uses the setting to control spend.

Ad rotation

Click the Edit link and specify one of the following rotation options:

  • Optimize: Shows better-performing ads more frequently.

  • Rotate indefinitely: Shows all ads the same amount regardless of their performance, and does so for an indefinite amount of time without ever optimizing.

Locations

Geographical location targeting allows you to target prospective customers in the geographic locations you support.

In a Baidu engine account, you can target down to the city level within China and at the country level for Japan. Geo codes can contain up to 7 digits (2 digit country + 2 digit province + 3 digit city).

View the full list of Baidu geocodes on the Baidu help center, or download them (XLSX / XLS) from the DS help center (note that the download contains two sheets: one with geo codes and the other other with a template for uploading new Baidu campaigns).

Here are are some examples of specifying location targets in Baidu:

  • 32280 targets the city level for Hangzhou. The geo code includes: China (country code 0), Zhejiang (province code 32), and Hangzhou (city code 280).

  • 32000 targets the province level for Zhejiang. The geo code includes: China (country code 0), and Zhejiang (province code 32), and no specific city (city code 000).

  • 200000 targets the country level for Japan. The geo code includes: Japan (country code 2), no specific province (province code 00), and no specific city (city code 000).

Important geocodes to note:

  • 9999999 targets all geographies (the entire world).

  • 300000 targets everywhere except China and Japan.

  • 0 targets all of China.

Mobile bid adjustment

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: Increases bids on mobile devices. Baidu campaigns can specify anything from 0% to 900%.
  • Decrease by: Decreases bids on mobile devices. Baidu campaigns can specify anything from 0% to 90%.

Next steps

Create ad groups.