In April, we added the following features to DoubleClick Search:
- Bid strategies that can recommend and optimize mobile bid adjustments
Bid strategies that target conversions or revenue can now optimize AdWords mobile bid adjustments based on the bid strategy’s goal. If you prefer a more hands-on approach, you can set your bid strategy to recommend mobile bid adjustments. Learn more.
- Use keyword parameters in ads
You can customize your Google AdWords and Bing Ads ads by using dynamic text parameters in DoubleClick Search (DS). A customized ad is more likely to appeal to potential customers because it's more relevant to their search queries. Ad parameters also allow updates to ads without having to go through the engine’s validation and approval process. This feature works with both manual campaigns and inventory campaigns. Learn more.
We also made the following feature updates:
- Bid strategies for PLA campaigns
To optimize bidding on Product Listing Ads, you can now apply a return-on-investment (ROI) bid strategy to product targets, an ad group with product targets, or an entire campaign. You can even use the same bid strategy to manage bidding for both keywords and product targets and let DS determine the ideal bids for reaching your ROI goals. Learn more.
- Executive Reporting: Tables can show how performance has changed over time
When comparing performance over time in an executive report table, you can now show the change as an actual amount or percentage.
- Use formula columns that contain Google Analytics goals in bid strategies
If you need greater control over how conversions are combined and weighted in your bid strategy, you can create a formula column that defines your own key performance indicators (KPIs), and then add a bid strategy that optimizes to the formula column. Now, formula columns that include data from Google Analytics conversion or revenue columns can be used in a bid strategy.
- New location and device-targeting columns for campaigns and ad groups
New bulksheet columns for Bing Ads ad groups more accurately reflect the way Bing Ads organizes the inheritance of location targets and device targets. Also, bulksheet columns for location and device targeting have been updated to be consistent across all engine accounts.
- New reporting resource in the DS API
DS has added a new resource type to its API that contains the list of all columns an advertiser has created, such as Floodlight columns, Google Analytics columns, or formula columns. Once you retrieve the list of columns, you can request reports for the metrics that the columns contain. Learn more about working with saved columns from the DS API.
- Fresh, new look
We’ve added more space and softer colors to make DoubleClick Search easier on the eyes. This is the same look in many of the other Google products you know and love.
We also want to let you know about a change in product functionality:
- Fewer AdWords search queries available in the search query report
Google now removes the search query from the referrer on ad clicks that originate from SSL searches on Google.com. Learn more about this change. The search query report in DS won’t be able to display search queries for these clicks. Instead, you’ll see Other queries. Learn more about how encrypted searches affect the DS search query report.
The AdWords search terms report lets you see search queries that generated ad clicks along with key performance data. And the Search Queries report available in Google Webmaster Tools provides aggregate information about the top 2000 queries, each day, that generated organic clicks.
Posted by the DoubleClick Search team