Effective settings

In DoubleClick Search (DS), various attributes can be inherited from a higher object level. For example:

  • Max CPC bids can be set at the keyword level or be inherited from the ad group level.

  • Bid limits can be be set at the keyword level or be inherited from the bid strategy level.

If there are values at both levels, the keyword-level value wins.

The columns described in this article make it easy to see the effective value, or winning value, of an attribute. On the Keywords page, you can see the effective bid and bid limit without having to analyze multiple columns or pages.

Effective columns in the UI

In the DS UI, the Max CPC, Min bid, and Max bid columns show the effective values. For example:

  • For the keyword fast cars, you don’t set a max CPC bid at the keyword level, but the max CPC bid for its ad group is $5.00. On the Keywords page, the value in the Max CPC column will be $5.00.

  • For the keyword minivans, you don’t set a min bid or max bid at the keyword level, but the bid limits at the bid strategy level are $2.00 and $5.00. On the Keywords page, the Min bid column will have a value of $2.00, and the Max bid $5.00.

Automated rules work on direct values. If you create a rule to increase the bid by 10%, and the keyword is inheriting the bid or bid limit, DS won’t change the keyword bid settings.

Effective columns in downloaded reports

When you download a report, you’ll see both the effective-value columns (display-only) and direct-value columns (editable):

Max CPC:

  • Next to the Keyword max CPC column, the Effective keyword max CPC column shows the effective max CPC. This column is display-only; edits to this column will be ignored.

  • The Keyword max CPC column shows values set directly at the keyword level. If the value is inherited from the ad group level, you’ll see a value of (inherited). When you see (inherited), look at the Effective keyword max CPC column. The Keyword max CPC column should be used for making edits.

Min/max bid:

  • Next to the Min bid and Max bid columns, the Effective min bid and Effective max bid columns show the effective min and max bids, respectively. These columns are display-only; edits to these columns will be ignored.

  • The Min bid and Max bid columns show values set directly at the keyword level. If the bids were inherited from the bid strategy level, you’ll see a value of (inherited). When you see (inherited), look at the Effective min bid and Effective max bid columns. The Min bid and Max bid columns should be used for making edits.

Clear keyword-level settings through UI or upload

Follow these steps if you want to clear keyword-level bid settings so the keywords will inherit the settings from the higher level.

Upload:

The effective columns (Effective keyword max CPC, Effective min bid, and Effective max bid) are display-only.

  • Clear max CPC: Set a value of 0.00, (inherited), or remove_content in the Keyword max CPC column.

  • Clear min/max bids: Set a value of 0.00, (inherited), or remove_content in the Min bid and Max bid columns.

UI:

  • Clear max CPC: Navigate to a Keywords page, click the relevant cell in the Max CPC column, and set the value to 0.00 or leave it blank.

  • Clear min/max bids: Navigate to a Keywords page and use the column selection tool to add the Min bid and Max bid columns to your table. Then click the relevant cells in the Min bid and Max bid columns and set the values to 0.00 or leave them blank.