Contents
- Exclude data from bid strategy optimization
- Create and report on AdWords call extensions in DS
- Include AdWords ad customizers in ad copy
- Executive reports: Use labels for faster report generation
- Executive reports: Use formula columns to report data for multiple advertisers in a single report
- Copy campaigns: Broad-match negative keywords are now copied to Bing Ads
Highlight
Exclude data from bid strategy optimization
To optimize bids to meet the goals that you specify, a bid strategy considers the history of a keyword and all conversion and engine stat data when calculating bids. Sometimes, an event or two (for example, a web page outage) may occur that causes a skew in the bid strategy calculations. For these time periods that you don’t want the bid strategy to consider, you can instruct the bid strategy to exclude undesirable data by creating an event to identify the time period for the data and annotating it on the bid strategy chart. Learn more.
New features
Create and report on AdWords call extensions in DS
Call extensions, also called click to call extensions, are an ad extension available in AdWords engine accounts. They encourage calls to your business by showing a phone number with your ad.
You can create call extensions in AdWords and then sync them into DoubleClick Search (DS), or create call extensions in DS and take advantage of DS features that enable you to scale up your campaign management, such as bulksheets. Finally, you can use DS to report on performance metrics, such as clicks on ads that show a phone number, the number of calls made to a specific number, and call conversions. Learn more.
Include AdWords ad customizers in ad copy
Ad customizers are parameters in your AdWords ad copy that will be replaced by dynamic text when an ad is served. For example, you can include the {=Mixers.Brand} custom parameter in your ad copy. If you've uploaded a spreadsheet that defines a value for Mixers.Brand, AdWords will substitute the value when it serves the ad. When you create ads in DS, you can include ad customizers in your ad copy. You can also sync in ads with customizers. Learn more.
Updated features
Executive reports: Use labels for faster report generation
By default, when you use a label to segment or filter a chart in an executive report, DS looks at each keyword that you've applied the label to. Because working with such a large amount of data can take a long time, the DS UI displays only a quick preview. To see the full report in DS and speed up report generation when you filter or segment by labels, you can set the report to use ad group or campaign labels.
You'll need to make sure you have applied labels to campaigns or ad groups. Learn more.
Executive reports: Use formula columns to report data for multiple advertisers in a single report
You can now use your formula columns to report data from multiple advertisers in a single report.
The formula columns that can be used in your charts and tables to display cross-advertiser metrics apply the formula to the sum in each row, and then sums all the data in the column for the total value. That is, the Before totaling data option is selected in the formula columns. You set the option when you create or edit formula columns.
Then, even though your report spans multiple advertisers, you can choose your formula columns as metrics.
Prior to this release, you couldn’t report using any formula columns when creating or editing an executive report that spanned multiple advertisers.
Copy campaigns: Broad-match negative keywords are now copied to Bing Ads
Previously when copying campaigns to a Bing Ads engine account, DS would ignore any broad-match negative keywords in the source campaign and copy only the exact-match and phrase-match negative keywords into the Bing Ads account. (Bing Ads does not support the broad match type for negative keywords.)
However, now DS copies broad-match negative keywords and changes the match type to phrase in Bing Ads accounts. For example:
| Source campaign | Bing Ads destination campaign |
AdWords destination campaign |
|---|---|---|
| "Shoe", BROAD | "Shoe", PHRASE | "Shoe", BROAD |