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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.

Use bulksheets to create manual campaigns

Use a bulksheet to apply conversion goals to campaigns

AdWords and Bing Ads campaigns only

If you aren't already using DS bid strategies to recommend or manage bid adjustments for various groups of campaigns, you might want to consider applying a conversion goal to your campaigns. A conversion goal uses the performance history of selected conversions to set or recommend mobile, location target, and remarketing target bid adjustments based on manually set keyword bids.

Additionally, DS can also use the goal to automatically subdivide (or adapt) location targets and product groups.

Learn more about conversion goals

A bulksheet enables you to specify a conversion goal and settings for many campaigns rather than applying and selecting the settings in each individual campaign in the DS user interface. 

You can use a bulksheet to specify following settings in AdWords and Bing Ads campaigns:

  • Apply conversion goals to manual campaigns, shopping campaigns, or a mobile app install campaigns.
  • Turn on or turn off the adaptive location targets and adaptive shopping campaigns features.
  • Set the Mobile, Remarketing target, and Location target automated bid adjustment settings. If you select the bid adjustment settings, the conversion goal sets the bid adjustments. If you clear the bid adjustment settings, the conversion goal only recommends the bid adjustments.
  • Turn on or turn off email notifications about adaptive changes in campaigns.

Conversion goals manage different bid adjustments and adaptive targets in AdWords and Bing Ads campaigns. For example, the location target bid adjustment setting is applicable only in AdWords campaigns. If you specify the location target bid adjust setting for a Bing Ads campaign in a bulksheet, an error will occur when you try to upload the bulksheet.

Overview of steps to apply conversion goals to campaigns

Before you can apply conversion goals using a bulksheet, you are required to create conversion goals using the DoubleClick Search user interface. You can't use a bulksheet to create conversion goals.

The overall process for applying conversion goals to AdWords and Bing Ads campaigns is as follows:

  1. In DS, navigate to the Bid strategy opportunities tab to note the names of your conversion goals.

    1. In the left navigation panel of an advertiser, click Bid strategies.
    2. Click the Bid strategy opportunities tab
    3. Next to Select conversion goal, click the arrow ▼ to display the list.
    4. Record the names of your conversion goals. 
      Note that you can display the list of conversion goals in the DS user interface until you finish updating the bulksheet.  
  2. Download an editable bulksheet that contains the campaigns that you want to update.
  3. In the downloaded bulksheet, edit the applicable conversion goal setting columns
  4. Upload the bulksheet into DS.

 

Tips for downloading campaigns to apply conversion goals and settings

  • Download Bing Ads and AdWords campaigns separately to help you specify only the applicable conversion goal settings. That is, download a bulksheet that includes only Bing Ads or AdWords campaigns.
    A conversion goal can be applied to manual campaigns, shopping campaigns, and app install campaigns.
  • Include only one type of campaign in a bulksheet. Download only  shopping campaigns, only manual campaigns, or only mobile app install campaigns in a bulksheet.
  • If you're turning on the adaptive location targets feature in campaigns, also include location targets in the downloaded bulksheet to verify that at least one high-level location target such as a country or state is available for subdivision in the campaigns.

 

Download an editable bulksheet 

Download an editable bulksheet that contains campaigns:

  1. Navigate to an AdWords or Bing Ads engine account.
    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. Click the Campaigns tab.
  3. Optionally use a filter to display only the campaigns you want to apply the conversion goal to or check the boxes of the campaigns that you want to update. 
    Add the Campaign type column to the report to ensure that you're downloading a single type of campaign. This can help ensure that you specify the relevant settings for the campaign type. For example, only in shopping campaigns would you turn on the adaptive product groups setting.
    You can also create new campaigns and specify conversion goal settings in the new campaign.
  4. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel:
    • Scope: Current selection in table
    • Columns: Editable columns (for re-upload)
    • Include types:
      • Campaigns
      • Campaign location targets. (AdWords campaigns only) If you're going to turn on the adaptive location targets feature, you should also select the Campaign location targets check box to verify that the campaign includes a least one high-level location target that can be subdivided. Each location target is listed in a separate row in the bulksheet.
    • Filters: Include rows with no impressions
  5. Click Download.

DS generates the report and either downloads the file to your browser's download directory or sends an email, depending on the delivery option you selected.

If you selected to download a report and the report is very large, it may take a while for DS to generate the report. You can still use DS while the report is generating. A status bar indicates the progress of the report generation. When it's complete, a Download link appears in the status bar. Click the link to download the report.

 

Apply conversion goals to campaigns

  1. In the downloaded bulksheet, apply a conversion goal to a campaign.
    1. In the Action column, enter edit to update an existing campaign.  
      To create a new campaign, copy an existing row to a blank row. Enter create in the Action column and update other columns. Learn more about how to use a bulksheet to create new campaigns.

    2. In the Conversion goal name column, enter the name of a conversion goal.
  2. Specify any of the other applicable conversion goal-related settings for the campaign.

    • A conversion goal must to applied to a campaign to set any of the other conversion-goal related settings.
    • In AdWords campaigns, if you turn on the Adaptive location targets setting, we recommend that you also turn on the Location target bid adjustment setting.
    • You can't apply a conversion goal to a campaign that is already managed by a DS bid strategy. You can remove the DS bid strategy and apply a conversion goal.
  3. Upload the bulksheet into DS.

 

Conversion goal settings for campaigns

Column name  Description
Row Type Enter campaign. Specifies the type of item that you're creating or editing.
Action

Enter edit to edit a campaign's settings.

Enter create to create a new campaign and apply a conversion goal. 

You can't use a bulksheet to create shopping campaigns. You edit shopping campaigns using a bulksheet.
Campaign Enter the name of a campaign.
Campaign Type

Specifies the campaign type. You can apply a conversion goal to a Manual, Shopping, or Mobile App Install campaign.

Use the column for information only, to ensure that you specify the relevant adaptive setting or bid adjustment for the type of campaign. For example, don't specify an adaptive product group setting in a manual campaign.

Conversion goal name

Enter the name of an existing conversion goal. 

If the conversion goal name doesn't exist or if the name is incorrect, an error will be displayed when you upload the bulksheet.

 

To remove a conversion goal from a campaign, enter remove_content. You are also required to also remove any conversion-goal-related settings if specified. For example, if the conversion goal is being used to adapt location targets and set mobile bid adjustments, you should specify remove_content in those columns too.

Advertiser bid strategy

The Advertiser bid strategy column should be blank for the campaigns that you're applying the conversion goal to.

If this column contains the name of a DS bid strategy, replace the name with (manual) to remove the DS bid strategy and set up conversion goal.

Engine bid strategy name (AdWords only)  The Engine bid strategy column should be blank or set to (manual).
Adaptive setting: Product groups

Specify on to turn on the adaptive product group setting in AdWords or Bing Ads shopping campaigns.

Specify off to turn off the adaptive product group setting.

This column should be blank for manual and mobile app install campaigns.

 

If you're using a bulksheet to remove a conversion goal from a campaign and this setting is on, you're also required to replace on in this column with remove_content to remove this setting. If you don't turn off the adaptive setting when you remove the conversion goal, an error will appear when you upload the bulksheet.

Adaptive setting: Location targets

Specify on to turn on the adaptive location target setting in AdWords campaigns.

Specify off to turn off the adaptive location target setting.

 

If you're using a bulksheet to remove a conversion goal from a campaign and this setting is on, you're also required to replace on in this column with remove_content to remove this setting. If you don't turn off the adaptive setting when you remove the conversion goal, an error will appear when you upload the bulksheet.

Adaptive notifications

Enter the email addresses of people who will be notified when DS subdivides or removes location targets, or product groups. Separate each email address with a vertical bar ( | ).

If the row is blank, notifications are turned off.

Mobile bid adjustment setting

Specify on to let the conversion goal set mobile bid adjustments in AdWords or Bing Ads campaigns.

Specify off to let the conversion goal only recommend mobile bid adjustments.

 

If you're using a bulksheet to remove a conversion goal from a campaign and this setting is on, you're also required to replace on in this column with remove_content to remove this setting. If you don't remove the bid adjustment setting when you remove the conversion goal, an error will appear when you upload the bulksheet.

Location target bid adjustment setting

(AdWords only) Specify on to let the conversion goal set location target bid adjustments in AdWords campaigns.

Specify off to let the conversion goal only recommend location target bid adjustments.

This column should be blank for Bing Ads campaigns.

 

If you're using a bulksheet to remove a conversion goal from a campaign and this setting is on, you're also required to replace on in this column with remove_content to remove this setting. If you don't remove the bid adjustment setting when you remove the conversion goal, an error will appear when you upload the bulksheet.

Remarketing target bid adjustment setting

(AdWords only) Specify on to let the conversion goal set remarketing target bid adjustments in AdWords campaigns.

Specify off to let the conversion goal only recommend remarketing target bid adjustments in AdWords campaigns.

This column should be blank for Bing Ads campaigns.

 

If you're using a bulksheet to remove a conversion goal from a campaign and this setting is on, you're also required to replace on in this column with remove_content to remove this setting. If you don't remove the bid adjustment setting when you remove the conversion goal, an error will appear when you upload the bulksheet.

 

Example

In the following example, in row 1, the settings create a Bing Ads shopping campaign, apply a conversion goal and turns on the adaptive product group and mobile bid adjustment settings. When DS creates or removes a product group, someone will receive a notification.

In row 2, the adaptive product group and mobile bid adjustment settings are  turned off in the Bing Ads shopping campaign. The conversion goal will only recommend mobile bid adjustments.

In row 3, a conversion goal is removed from a shopping campaign. Because the conversion goal was used to create adaptive product groups and set mobile mobile bid adjustments, remove_content is specified to remove the settings from the campaign.

Row type Action Campaign Conversion goal name Campaign type Adaptive setting: Product groups Adaptive notifications Mobile bid adjustment setting
campaign  create Campaign1 Conversion goal 1 Shopping on anexample@example.com on
campaign edit Campaign2 Conversion goal 1 Shopping off   off
campaign edit Campaign3 remove_content Shopping remove_content   remove_content

*Only some of the required columns are included in the example.

 

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