AdWords features in DoubleClick Search

Last updated October 28, 2015.

The following lists the Google AdWords features that DoubleClick Search (DS) supports, unsupported features, and any available workarounds.

Supported AdWords features


  • Shopping campaigns: Learn more.
  • Product listing ads
  • Campaign name
  • Daily spending limit (daily budget)
  • Schedule (start date and end date)
  • Geographic targeting and bid adjustments
  • Language targeting
  • Campaign Target Network
  • Mobile bid adjustments
  • Ad Rotation: Optimize for clicks, Optimize for conversions, Rotate indefinitely, and Rotate evenly
  • Ad Delivery Method
  • Excluded keywords: Set as campaign-level under the Negative keywords tab.
  • Enhanced CPC: You can use Enhanced CPC and the DS Performance Bidding Suite together. Learn more.

Ad groups:

  • Ad group name
  • Search bid
  • Display bid
  • Excluded keywords: Set as ad group-level negative keywords under the Negative keywords tab.
  • Mobile bid adjustments
  • Remarketing lists for search ads (RLSA) and bid adjustments


  • Title
  • Ad Description Line 1
  • Ad Description Line 2
  • Display URL
  • Final URL (Desktop only. Set device preference to Mobile instead specifying a Final mobile URL.)
  • Dynamic Search Ads



  • Upgraded Sitelinks


  • AdWords conversions
  • Quality Score
  • First page bid
  • Impression share (Ad group level and higher)
  • Estimated total conversions (Ad group level and higher)
  • Display Reporting:

    You can use DoubleClick Search (DS) to create, manage, and report on AdWords campaigns that target the Google Display Network. In addition to reporting on keywords and text ads in display campaigns, you can also set up DS to report on placements, audiences (interests and remarketing), and any other type of targeting item or ad that can specify its own final URL and tracking template.


Unsupported AdWords features

Engine Accounts:

  • Automated Rules
  • Master account-level tagging and tracking
  • Account alerts
  • Audiences
  • Campaign Placement exclusions


  • Audience and placement targeting: Click here for workaround.
  • Ad Extensions
  • Time bid adjustments (also known as ad scheduling)
  • Frequency capping for Display
  • Demographic Targeting
  • Automatic Campaign Optimization
  • ACE (AdWords Campaign Experiments)
  • Target CPA, Target ROAS, Target search page location, and Maximize clicks: These AdWords flexible bid strategies and the DS Performance Bidding Suite are mutually exclusive bid management solutions, and you can only opt into one of them. Learn more.
  • Shared budgets: DS will sync in shared budget values. However, the campaigns that share the budget will each display the total budget in the Daily Budget field. Also, if you edit the Daily Budget field in DS for one of the shared campaigns, that will become the new shared budget for all the campaigns in AdWords. However, in DS, the displayed daily budgets of the other campaigns will not be updated until you run a sync. For example:
    1. In AdWords, Campaign 1 and Campaign 2 have a shared budget of $100.
    2. In DS, you run a sync.
    3. In DS, the Daily Budget field displays a value of $100 for each of Campaign 1 and Campaign 2. In reality, they are sharing a pooled budget of $100.
    4. In DS, you change the Daily Budget of Campaign 1 to $150. In AdWords, $150 becomes the new shared budget for Campaign 1 and Campaign 2. The Daily Budget is still displayed as $100 for Campaign 2 in DS.
    5. In DS, you run a sync.
    6. In DS, the Daily Budget value for Campaign 2 is updated to $150.

Ad groups:

  • Optimize ad display (UI): Activate ad optimization via upload.




  • Reporting at the keyword level:
    • Estimated total conversions (supported at the ad group level or higher)
    • Impression share (supported at the ad group level or higher)
  • Track app downloads: You can’t use the placeholder workaround to track app downloads; entering a placeholder keyword in the Link URL field on AdWords will break AdWords tracking.
    • As described in the AdWords Help Center article on conversion tracking: “Application download tracking for Android will only work if your links in Click-to-download or Mobile App Extension ads point directly to the Google Play Store. Third-party tracking URLs are not supported at this time.”
    • Why do redirects break tracking? Tracking Android app downloads relies on data being passed via URL. AdWords adds some parameters to the Google Play URL and later processes it. This is required because cookies on the browser cannot be accessed on a different app (In this case the Market/Google play app).
    • Headline ad clicks cannot track app downloads. However, if the keyword landing page points to the App Store, DS will be able to track the number of users that click through to the Play Store using the Visits column.
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