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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

Image Ad Best Practices For The Google Display Network

Sep 16, 2014 at 9:03am by Rebekah Schelfhout

Creating image ads can be a daunting task! If you're using the Google AdWords ad builder templates, your options are a bit more limited, so make sure you're following these steps as closely as you can to try and get the best out of them. If you have an in-house designer or are paying someone to make ads for you, then you don't want them to have to make several iterations, so take note of the points below before getting started. 1. What Is The Purpose Of Having Image Ads? Often, brands will just make... Read More

On Average, 171 Health Insurance Advertisers Bid On Same Top Keywords In Google

Sep 15, 2014 at 3:12pm by Ginny Marvin

Health insurance advertisers spent more than $103 million on Google AdWords in the U.S. in the first half of 2014. A new report from paid search insights firm, AdGooroo, looked at desktop text ad activity on 6,003 health insurance-related keywords. When analyzing the top 20 keywords by spend, AdGooroo found that an average 171 advertisers were bidding on each of those keywords. On average, a staggering 358 advertisers were bidding on the top keyword in the category: "health insurance." Advertisers spend more than $8.2 million on that term alone in the... Read More

Bing Ads Refreshes The Change History Report

Sep 12, 2014 at 3:07pm by Ginny Marvin

Bing Ads has rolled out a new look for its Change History reporting. The new format groups changes made by a user at one time, rather than itemizing every change separately as it did previously. Also new is faster data processing and more data availability, which Bing Ads has been addressing throughout the platform. The Change History report had been limited showing only 200,000 changes at a time. The viewing limit has ramped up to 10 million changes. The export limit is still 200,000 changes, however. The team says it will soon... Read More

Google To Start Bumping Ad Copy For Extensions In Mobile Search Ads

Sep 10, 2014 at 1:07pm by Ginny Marvin

[caption id="attachment_201283" align="aligncenter" width="800"] George Dolgikh / Shutterstock.com[/caption] When Google added ad extensions and formats to the Ad Rank formula last fall, the company essentially put a neon sign flashing "Ad Extensions Increase Click Through Rates" in that store window you walk by every day. Now, in another sign of the rise of ad extensions, Google has announced the second line of ad copy will often be replaced by an extension in mobile search ads. In other words, Google has found that on our small mobile screens (and potentially big screens, too)... Read More

7 Hidden Features In AdWords To Make Your Life Easier

Sep 10, 2014 at 11:30am by Frederick Vallaeys

Because I spend much of my day in AdWords -- either managing or reviewing accounts, or thinking of new features we could add to our Optmyzr tool to make account management more streamlined -- I've picked up a number of small tricks to make my life easier. Many of these are simple tricks that are not well documented, but they can save a lot of time. Here are some of my favorites. Take Advantage Of Long Ad Headlines Ever since the introduction of ad extensions, there are many different ways that ads can be displayed... Read More

Newest AdWords Editor Supports App Install Ad Campaigns

Sep 10, 2014 at 9:51am by Ginny Marvin

The latest AdWords Editor is now available for download. Version 10.6 supports Google's mobile app install ad campaigns announced earlier this year. Advertisers can create app install ads and manage campaigns in Editor, but will need to create any new app install campaigns in the AdWords. A couple of changes for Shopping campaigns include the ability to pause PLAs and turn on Enhanced cost-per-click. Nothing has changed in the support for setting up and building out product targets in Editor, however. Most "Delete" uses have been replaced with "Remove", as has already happened... Read More

Tackling AdWords' New Default Close Variants Matching Behavior

Sep 10, 2014 at 9:29am by Benjamin Vigneron

There is no shortage of literature about ‘pure’ exact match type going away some time soon. Savvy search marketers love control, and this AdWords update clearly feels like a downgrade. Back in May 2012, I was actually finding it beneficial be able to opt in to or out from Google AdWords' close variants, depending on your preference: opt in to easily increase coverage at a fairly stable cost-per-click while keeping an eye on search queries, or opt out if you are seeing poor performance from close variants. Whether you decided to opt in... Read More

Google's New AdWords Policy To Take Effect This Month: Will It Make A Difference?

Sep 8, 2014 at 3:15pm by Ginny Marvin

At some point this month, Google will update its AdWords ad policy center. While the changes won't affect the majority of advertisers, some sectors will be interesting to watch in the coming weeks. Google has been spotty in enforcing its policies on "dangerous weapons", for example. It's not clear if the advent of a new policy will make any difference in how these ads are policed. The updated rules are meant to clear up misunderstandings and confusion about what can and can't be advertised. Today, it's easy to find current examples... Read More