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.

  • 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 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.

  • Saved views include segmentation selection
    When you save a report view that is segmented, DS now saves the segmentation selection as well. This only applies to new views that you create going forward. Existing views cannot save the segmentation selection.

  • 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 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