Search
Clear search
Close search
Google apps
Main menu

Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Create a shopping campaign

Create an AdWords Shopping campaign

Before you start

Before you can create a Shopping campaign in DS, make sure you link your Merchant Center account with both AdWords and DS. Even though you can see the option to create a Shopping campaign in DS, you first need to link accounts before you can successfully create a Shopping campaign.

Create a Shopping campaign

  1. In DS, navigate to an AdWords engine account and click the Campaigns tab.

    Steps for navigating to an engine account
    1. In the left navigation panel, 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. Above the reporting table, click New▼ and select Shopping campaign.

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

  4. Enter campaign settings.

  5. Click Save.
    The new campaign appears in the table of existing campaigns.

Next steps

DoubleClick Search (DS) automatically creates an ad group that contains one ad and one product group. After you create the campaign, you can do any of the following:

  1. Edit the settings of the ad group that DS creates or create additional ad groups.
     
  2. Subdivide the product group DS creates into more focused groups based upon your advertising goals, your business structure, and the types of products in the feed. You can also set up DS to automatically subdivide product groups based on a goal you specify.

Settings for a Shopping campaign

Budgets and Dates

Enter the budget and start/end dates as you would for a manual campaign.

Shopping

Inventory account

The inventory list contains all Merchant Center accounts that you have linked with DS. Be sure to select an account that you have also linked with AdWords.

Country of sale

Select the country where the products in this campaign are sold.
This setting defines which products from your Merchant Center inventory are advertised in this campaign. It filters products based on the target country of the feed containing those products.

Campaign priority

If you have multiple Shopping campaigns advertising the same product, this setting determines which campaign (and its associated bid) will be used when ads for these products show.
By default, all Shopping campaigns are set to Low campaign priority. To change, select Medium or High, depending on how you choose to prioritize this campaign over other Shopping campaigns with the same products. Learn more about the campaign priority setting on the AdWords Help Center.

Inventory filter

Use this setting to limit the products you want to advertise in your Shopping campaign based on the Merchant Center product attributes you choose.
By default, the inventory filter is set to None - use all products in country of sale (recommended). To change, select Create custom filter.

  1. Select the attribute and corresponding value of the products you want to include in your Shopping campaign.
  2. Add more as needed (up to 7 attribute filters).
Local

Local inventory ads allow you to advertise products that are available in nearby stores when a customer searches for items. Once you have set up local product feeds in your Google Merchant Center account, you can configure your Shopping campaigns to display ads for your in-store products. Learn more.

Bid strategy

Bidding strategy

Applies a DoubleClick Search bid strategy or an AdWords bid strategy to the campaign. The bid strategy will automatically adjust bids and bid adjustments to optimize your advertising goals. To set bids manually instead of using a bid strategy, select Manual bidding.

By default, a bid strategy is inherited by a campaign's ad groups and keywords unless an ad group or keyword is managed by a different bid strategy.

To apply an AdWords portfolio bid strategy in DS, you are required to first create the portfolio bid strategy in AdWords and then run a sync in DS.
  1.  In the left panel in the Bid strategy section, click DoubleClick Search bid strategies or AdWords bid strategies.
  2. In the right panel, click the arrow to display the list, and then select one of the following settings.

    DoubleClick Search bid strategy settings:

    • Manual bidding
    • A specific bid strategy
    • Create new bid strategy

    AdWords portfolio bid strategy settings:

    • No bid strategy (manual bidding)
    • A specific portfolio bid strategy

Avoid bid strategy conflicts

You can only create DS bid strategies in DS. You can only create AdWords portfolio bid strategies in AdWords. You can apply DS bid strategies and AdWords portfolio bid strategies in DS. For best results, don't apply a DoubleClick Search bid strategy and an AdWords portfolio bid strategy to the same campaign, ad group, or keyword because you will get unpredictable results.

Even though DoubleClick Search detects whether a DS bid strategy or an AdWords portfolio bid strategy is already applied to an item and displays a warning message, DS doesn't prevent you from applying the bid strategy.

 

Ad groups and keywords can inherit a DS bid strategy and an AdWords portfolio bid strategy

As mentioned earlier, inheritance applies to bid strategies from the same source (DS or AdWords). That is, a DS bid strategy applied to an ad group overrides the DS bid strategy applied to the ad group's campaign. The same is true for an AdWords portfolio bid strategy.

An AdWords portfolio bid strategy doesn't override a DS bid strategy.

A DS bid strategy doesn't override an AdWords portfolio bid strategy.  

 

Example

If you apply a DS bid strategy to a campaign, the campaign's ad group will inherit the DS bid strategy, even if you apply an AdWords portfolio bid strategy to the same ad group. Both the DS bid strategy and the AdWords portfolio bid strategy will be trying to manage the ad group's keywords.

 

 

Automatically add location targets

If you specify high-level location targets, such as a country or state in a campaign, you can let DoubleClick Search use performance data to automatically create new, smaller, focused location targets from your existing geo-location targets. For example, if you've targeted a country, DS might create location targets for some provinces within the country. If you've targeted a state, DS might create location targets for some cities with the state.
Learn more about adaptive location targets.

Automatically add product groups

DoubleClick Search (DS) can monitor your Merchant Center feed and automatically subdivide product groups by the product ID attribute using criteria that you define in a conversion goal or DoubleClick Search bid strategy. The goal specifies the Floodlight activities or Google Analytics goals that are relevant to your shopping campaign, and instructs DS to create new groups using one of the following criteria:

  • Create new groups for products that generate similar amounts of revenue

    (along with a similar number of clicks and conversion rate)

  • Create new groups for products that generate a similar number of conversions
    (along with a similar number of clicks)

Learn more about adaptive product groups.

 

Let DS automatically create location targets and product groups

  1. If you haven't already done so, apply a DS bid strategy to the campaign.

    1. In the Bid strategy section, click DoubleClick Search bid strategies.
    2. In the right panel, under DoubleClick Search bid strategy, click the arrow▼ to display the list, and then select a bid strategy with a conversions or revenue goal.
  2. Under Adaptive settings, select the following check boxes:
    • Location targets 
    • Product groups
     Bid strategy goal section in campaign settings. Includes Adaptive settings section with red rectangle and Location targets and Product groups check boxes selected.

    If you select the adaptive Location targets check box, we recommend that you also select the Location target bid adjustments check box in the bid strategy's optimization settings.

    1. Click Edit optimization settings.
    2. In the bid strategy editor, under Automatically optimize, select the Location target bid adjustments check box.
    3. Click Save bid strategy.
  3. If you're done making changes to the campaign's settings, click Save.

Campaign goal

If you select a DoubleClick Search manual bidding strategy, you can select a conversion goal for the campaign. A conversion goal sets or recommends bid adjustments and can auto-generate or automatically adapt location targets and, in a shopping campaign, automatically add product groups.

Automatically add location targets

If you've already specified high-level location targets, such as a country or state in a campaign, you can let DoubleClick Search use performance data to automatically create new focused location targets from your existing geo-location targets. For example, if you've targeted a country, DS might create location targets for some provinces within the country. If you've targeted a state, DS might create location targets for some cities with the state.

Learn more about adaptive location targets.

Automatically add product groups

DoubleClick Search (DS) can monitor your Merchant Center feed and automatically subdivide product groups by the product ID attribute using criteria that you define in a conversion goal or DoubleClick Search bid strategy. The goal specifies the Floodlight activities or Google Analytics goals that are relevant to your shopping campaign, and instructs DS to create new groups using one of the following criteria:

  • Create new groups for products that generate similar amounts of revenue

    (along with a similar number of clicks and conversion rate)

  • Create new groups for products that generate a similar number of conversions
    (along with a similar number of clicks)

Learn more about adaptive product groups.

Select a conversion goal for the campaign

  1. In the Bid strategy section, click DoubleClick Search Bid strategies.
  2. Under DoubleClick Search bid strategy, click the arrow▼ to display the list, and then select Manual bidding.
  3. Under Campaign goal, select or create a conversion goal.
  4. Under Bid adjustments, select any or all of the following bid adjustments that you want the goal to set:

    • Mobile bid adjustments
    • Remarketing target bid adjustments (AdWords ad groups only)
    • Location target bid adjustments

    If you don't select a check box, the conversion goal will only recommend bid adjustments.

     Campaign goal section in campaign editor with Location target bid adjustments check box selected and in the Adaptive settings section, Location targets and  Product groups check boxes selected

     
  5. To automatically add location targets from existing location targets, under Adaptive settings, select the Location targets check box. 
    If you select the adaptive Location targets check box, we recommend that you also select the Location target bid adjustments check box.
  6. To automatically add product groups from existing product groups, under Adaptive settings, select the Product groups check box.
  7. If you're done making changes to the campaign's settings, click Save.

Targeting

Targeting

Enter values for locations, networks, and device bid adjustments as you would for an AdWords manual campaign.

If you apply a conversion goal or DS bid strategy that maximizes conversions or revenue (Smart Bidding strategy) to a campaign, the goal is used to automatically:
  • Set or recommend device bid adjustments
  • Set or recommend location target bid adjustments
  • Create smaller, focused location targets from larger location targets

URL options

URL template

A campaign-level URL template applies a redirect URL or a set of URL parameters to landing page URLs for all product groups in the campaign.

Instead of adding the same redirect URL and parameters to each product group, define them just once in a template. DS will do the rest.

This template applies to all product groups in the campaign, though lower-level items like ad groups can define their own template instead. If you create a template for the engine account, the campaign uses its own template instead of the account's template.

Learn more
Custom parameters (optional)

Defines parameters and values you can add to the URL template for the campaign or any of its ad groups or product groups. You can also add these parameters directly to the landing page URLs in any of the campaign's product groups. If custom parameters defined at a lower level use the same name as the ones you define here, the parameter values at the lower level override the values specified for the campaign.

Was this article helpful?
How can we improve it?
false