Adobe Search Center

Adobe Digital Marketing Suite
Adobe SearchCenter
Contents
Home..................................................................................................................................9 Contact and Legal Information.....................................................................................10 Release Notes..................................................................................................................12 System Recommendations............................................................................................13 Getting Started with Adobe SearchCenter ..................................................................14
Starting SearchCenter....................................................................................................................................................14
Start SearchCenter from SiteCatalyst 14..........................................................................................................................................14 Start Adobe SearchCenter from SiteCatalyst 15............................................................................................................................16
New User Navigator........................................................................................................................................................19 Navigation Menu.............................................................................................................................................................19 SearchCenter QuickStart...............................................................................................................................................20

Add an Account.........................................................................................................................................................................................20 Create a Campaign...................................................................................................................................................................................21 Pause a Campaign....................................................................................................................................................................................21 Create an Ad Group.................................................................................................................................................................................22 Create Keywords.......................................................................................................................................................................................22 Confirm That Your Ad Was Set Up Correctly...................................................................................................................................23
Using SearchCenter Tools..............................................................................................24

Report Suite Selector.....................................................................................................................................................24 Requests.............................................................................................................................................................................24 Find & Replace..................................................................................................................................................................25
Create a Find & Replace String.............................................................................................................................................................26
Formulaic Bid Change...................................................................................................................................................27

Create a Formula.......................................................................................................................................................................................28
Bookmark...........................................................................................................................................................................28
Last updated 1/23/2012
Adobe SearchCenter
Contents
Breadcrumbs.....................................................................................................................................................................29 My Dashboards Menu....................................................................................................................................................30 Calculated Metrics Menu..............................................................................................................................................31 Calendar Tool....................................................................................................................................................................32 Toolbar................................................................................................................................................................................34 Data Pane...........................................................................................................................................................................35 Search Filter Tool.............................................................................................................................................................36
Simple Search Filter.................................................................................................................................................................................36 Advanced Filter..........................................................................................................................................................................................37
Customizable Display....................................................................................................................................................38
Filter Items in a List...................................................................................................................................................................................38 Customize Columns.................................................................................................................................................................................39 Move Columns...........................................................................................................................................................................................40 Sort Columns..............................................................................................................................................................................................40
Inline Status Notification..............................................................................................................................................41

Inline Flags..................................................................................................................................................................................................41 Find Flagged Items Using the Advanced Filter..............................................................................................................................41
Management...................................................................................................................43
Accounts.............................................................................................................................................................................43
Create an Account in SearchCenter...................................................................................................................................................43 Edit an Account.........................................................................................................................................................................................44 Deactivate an Account............................................................................................................................................................................45 Activate an Account.................................................................................................................................................................................45 View Campaign Details for an Account............................................................................................................................................45
Campaigns.........................................................................................................................................................................45
Create a Campaign...................................................................................................................................................................................46 Import a Campaign..................................................................................................................................................................................46 Synchronize a Campaign.......................................................................................................................................................................47 Edit a Campaign........................................................................................................................................................................................47 Select Target Networks for Google Campaigns.............................................................................................................................47 Manage Geo Targeting for Google Campaigns.............................................................................................................................47 Managing Google Sitelink Ad Extensions........................................................................................................................................48
Adobe SearchCenter
Creating Google Location Extensions...............................................................................................................................................49 Copy a Campaign......................................................................................................................................................................................50 Testing a Campaign.................................................................................................................................................................................53 Pause a Campaign....................................................................................................................................................................................55 Resume a Paused Campaign................................................................................................................................................................55 Export Campaign Data to a Spreadsheet or Text Editor.............................................................................................................55 Delete a Campaign...................................................................................................................................................................................55 View Campaign Details...........................................................................................................................................................................56 Manage Campaign Bids..........................................................................................................................................................................56 Campaign Fields........................................................................................................................................................................................56
Groups.................................................................................................................................................................................61
Create a New Group.................................................................................................................................................................................61 Copy a Group..............................................................................................................................................................................................62 Edit a Group................................................................................................................................................................................................64 Pause a Group............................................................................................................................................................................................65 Activate a Paused Group........................................................................................................................................................................65 Delete a Group...........................................................................................................................................................................................65 Testing a Group.........................................................................................................................................................................................66 View Group Details...................................................................................................................................................................................67 View Ads in a Group.................................................................................................................................................................................67 View Negative Keywords.......................................................................................................................................................................67 Managing Placements for a Group.....................................................................................................................................................68 Group Fields................................................................................................................................................................................................69
Ads........................................................................................................................................................................................71
Creating New Ads.....................................................................................................................................................................................72 Target a Facebook Ad.............................................................................................................................................................................74 Copy an Ad..................................................................................................................................................................................................75 Edit an Ad.....................................................................................................................................................................................................77 Pause an Ad.................................................................................................................................................................................................78 Activate a Paused Ad...............................................................................................................................................................................78 Delete an Ad...............................................................................................................................................................................................78 Testing an Ad..............................................................................................................................................................................................79 View Ad Details..........................................................................................................................................................................................80 Manage Ad Bids.........................................................................................................................................................................................80
Adobe SearchCenter
Contents
Ad Fields.......................................................................................................................................................................................................80
Keywords............................................................................................................................................................................86
Create a Keyword......................................................................................................................................................................................86 Copy a Keyword........................................................................................................................................................................................87 Edit a Keyword...........................................................................................................................................................................................89 Create a Negative Keyword...................................................................................................................................................................90 Associate Keywords with Custom Groups.......................................................................................................................................91 Pause a Keyword.......................................................................................................................................................................................91 Activate a Paused Keyword...................................................................................................................................................................92 Delete a Keyword......................................................................................................................................................................................92 Testing a Keyword....................................................................................................................................................................................92 View Keyword Details..............................................................................................................................................................................93 Manage Keyword Bids.............................................................................................................................................................................93 Keyword Fields...........................................................................................................................................................................................94 Using Keyword Suggestions.................................................................................................................................................................98
Placements......................................................................................................................................................................100
View Placements in SearchCenter....................................................................................................................................................100 Create a Placement................................................................................................................................................................................101 Pause or Resume a Placement...........................................................................................................................................................101 Edit a Placement.....................................................................................................................................................................................101 Manage Placement Bids.......................................................................................................................................................................102 Delete a Placement................................................................................................................................................................................102
Custom Groups..............................................................................................................................................................102
Create a New Custom Group..............................................................................................................................................................102 Change the Name of a Custom Group...........................................................................................................................................103 Edit a Label................................................................................................................................................................................................103 Add Items to a Custom Group...........................................................................................................................................................103 View Keyword Details Within a Custom Group...........................................................................................................................104 Delete a Custom Group or Label......................................................................................................................................................104
Import/Export.................................................................................................................................................................104 Alerts..................................................................................................................................................................................104 Clients...............................................................................................................................................................................105 View the Details of a Report Suite...........................................................................................................................105
Adobe SearchCenter
Landing Page Optimization......................................................................................................................................106

Understanding Landing Page Optimization................................................................................................................................106 Create a URL Test....................................................................................................................................................................................107 Create a Targeted Test..........................................................................................................................................................................107 Setting Targeting Rules........................................................................................................................................................................108 View Landing Page Test Reports......................................................................................................................................................115 Test Landing Page Reporting.............................................................................................................................................................115 Push a Landing Page Optimization Test Winner........................................................................................................................115
Automation...................................................................................................................116
Bid Automation.............................................................................................................................................................116
Bid Rules....................................................................................................................................................................................................116 OptiMine Scenarios...............................................................................................................................................................................123
Automated Campaign Generation.........................................................................................................................127

Create a Job Using Campaign Generation....................................................................................................................................127 Review and Apply Results...................................................................................................................................................................131 Replacement Parameters....................................................................................................................................................................131
Inventory Management..............................................................................................................................................132
Map SKUs or Product Names and Secondary URLs to Objects..............................................................................................132 Create an Inventory Management Configuration......................................................................................................................136 Upload a Custom Inventory File.......................................................................................................................................................137 Edit an Inventory Management Configuration...........................................................................................................................138 Delete an Inventory Management Configuration......................................................................................................................138
Reporting......................................................................................................................140
Report Types...................................................................................................................................................................140
Hierarchy Reports...................................................................................................................................................................................140 Standard Reports....................................................................................................................................................................................140 Custom Groups Reports.......................................................................................................................................................................141 Metric Trends...........................................................................................................................................................................................141 Advanced Reporting.............................................................................................................................................................................141 Change Logs............................................................................................................................................................................................141
Changing Report Graphs...........................................................................................................................................143

Trend Line.................................................................................................................................................................................................144
Adobe SearchCenter
Contents
Vertical Bar................................................................................................................................................................................................144 Stacked Vertical Bar...............................................................................................................................................................................145 Horizontal Bar..........................................................................................................................................................................................145 Stacked Horizontal Bar.........................................................................................................................................................................146 Area Graph................................................................................................................................................................................................146 Stacked Area Graph...............................................................................................................................................................................147 Pie Graph...................................................................................................................................................................................................147 Scatter Plot................................................................................................................................................................................................147 Bubble Chart............................................................................................................................................................................................148
Using the SearchCenter Report Tools...................................................................................................................148

Understanding the Toolbar................................................................................................................................................................148
Configuring a Report...................................................................................................................................................157
Display Data for a Range of Dates....................................................................................................................................................157 Compare the Report Data to Another Site....................................................................................................................................157 Set the Number of Items that Appear in the Graph...................................................................................................................158
Adding Metrics to a Report.......................................................................................................................................158

Add Metrics...............................................................................................................................................................................................158 Create Calculated Metrics...................................................................................................................................................................159
Viewing Trended and Ranked Reports..................................................................................................................160

View a Trended Report.........................................................................................................................................................................160 View a Ranked Report...........................................................................................................................................................................160
Using Classification Alerts..........................................................................................................................................160 Break Down Reports....................................................................................................................................................161
Viewing and Editing SearchCenter Data in an External Application.......................162

Exporting and Importing SearchCenter Data.....................................................................................................162
Export SearchCenter Data to Edit in an External Application................................................................................................162 Import External Files into SearchCenter........................................................................................................................................165
Download the Import Template..............................................................................................................................167 Integrating SearchCenter with Microsoft Excel.................................................................................................170

Install ExcelClient....................................................................................................................................................................................170 Log in to ExcelClient..............................................................................................................................................................................171 Add Keywords to Excel.........................................................................................................................................................................171
Adobe SearchCenter
Make Changes in Excel.........................................................................................................................................................................172 Upload Changed Data to SearchCenter.........................................................................................................................................172 Delete Ads and Keywords...................................................................................................................................................................172 Required and Optional Fields for Excel Client and Bulk Upload...........................................................................................172
Currencies Supported by SearchCenter.....................................................................185

Baidu..................................................................................................................................................................................185 Facebook Currencies...................................................................................................................................................185 Google Currencies........................................................................................................................................................186 Microsoft Bing and MSN Currencies......................................................................................................................188 Yahoo Currencies..........................................................................................................................................................188 Yahoo Japan Currencies.............................................................................................................................................189
Adobe SearchCenter
Home
Home
News and Announcements Release Notes Other Information Adobe SearchCenter User Guide (PDF) SearchCenter Product Page Adobe Online Marketing Suite Release Notes
Contact and Legal Information
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Information to help you contact Adobe and to understand the legal issues concerning your use of this product and documentation. Account Support The Adobe support team is here to help: Answer specific product questions Ensure that you can use reports to their maximum capacity Resolve any technical difficulties Service and Billing Information Depending on the service level you purchased, some options described in this manual might not be available. Because each account is unique, refer to your contract for pricing, due dates, terms, and conditions. To change your service level, or if you have questions regarding your current service, contact your Account Support Manager. Feedback Adobe welcomes any suggestions or feedback regarding this product or manual. Send comments to your Account Support Manager or use the Feedback link on the right side of each help topic in your Web browser. Contact Information Use the following information to contact Adobe: Corporate address Adobe Systems 550 East Timpanogos Circle Orem, UT 84097 Phone Fax Toll Free Support email Sales email Information email Corporate URL Log-in URL 1.801.722.7000 1.801.722.7001 1.877.722.7088 (support, billing, and sales) clientcare@omniture.com sales@omniture.com info@omniture.com http://www.omniture.com http://my.omniture.com
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Legal Information
2008-2012, Adobe
All rights reserved. Published by Adobe Systems Inc. Terms of Use | Privacy Center A trademark symbol (, , etc.) denotes an Adobe trademark. All third-party trademarks are the property of their respective owners. Updated Information/Additional Third Party Code Information available at http://www.adobe.com/go/thirdparty. 01192012
Release Notes
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Release Notes
Information about new features, enhancements, and fixes in Adobe SearchCenter. For a list of fixes included in the SearchCenter 01/19/12 Maintenance Release, see the Adobe Online Marketing Suite Release Notes. This SearchCenter release includes the following new features and enhancements: Enhanced the email notification message that is sent when a bid-rule action is performed to include more detailed information about each keyword, including the ad group and campaign to which it belongs. For more information, see Define a Rule using a Predefined Template or Create a Custom Bid Rule. Added the ability to specify multiple email addresses, separated by commas ( , ) or semicolons ( ; ), so that multiple people can be notified when a bid-rule action is performed. For more information, see Define a Rule using a Predefined Template or Create a Custom Bid Rule. SearchCenter now supports Yahoo Japan. SearchCenter now reclassifies historical data when campaign or account names are changed. Added the Singapore Dollar as a supported currency for Microsoft Bing and MSN. For more information, see Microsoft Bing and MSN Currencies.
System Recommendations
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System Recommendations
System recommendations and prerequisites that ensure that Adobe SearchCenter provides the optimum performance and results. Although Adobe SearchCenter reports should function appropriately with the most popular browsers, reports will look and function best on systems that meet the following recommendations: Operating System: Microsoft* Windows*, Macintosh*, and Linux Browser: Microsoft Internet Explorer version 7.0 and later, Mozilla* Firefox* 3.0 and later, and Google Chrome* 3.0 and later are officially supported. SearchCenter also works with other browsers, but some elements might not display correctly. Cookies: Required. JavaScript: Enabled (to accurately track visitors to your website). Adobe Flash Player: Version 6 or above. Monitor Resolution: Minimum 1024x768 Color Depth: 16-bit or higher In addition, if you are interested in testing Landing Page Optimization, you must meet the following prerequisites: You must have licenses for both SearchCenter and Adobe Test&Target. To run mbox tests, the s_code must be below the mbox code. Bottom-of-page tagging is recommended. You need to be on H19 code or higher. Your website must include mboxes in order to test the full experience. Work with your Adobe Account Manager for additional configuration requirements.
Getting Started with Adobe SearchCenter
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Adobe SearchCenter helps search engine marketers manage, measure, and optimize their paid search marketing campaigns. As a search marketer, you can measure the success of ads that you integrate with search engine keywords to ensure maximum keyword marketing performance. Automated bid strategies and alerts help you respond to changing bid conditions, improving your ads position in search engines and in the minds of consumers. Note: Before you can use SearchCenter, you must contact the search engines and create an account. The accounts cannot be created using SearchCenter. After you have set up your accounts with the various search engines, SearchCenter can connect to the search engine accounts to manage them. Adobe SearchCenter helps you: Manage keywords and text ads across multiple search engines and Facebook through a single interface Report campaign performance, manage keyword bids, and analyze Web advertising success through a single interface Share return on investment (ROI) analysis, custom metrics, and advanced reports with Adobe SiteCatalyst Use bid rules to automatically respond to changing conditions to optimize keyword performance Use portfolio optimization to optimize an entire campaign to achieve a desired metric (such as impressions, clicks, or ROA) Use custom groups to categorize and segment your paid search campaigns without modifying your existing campaign structure Start each day up to date because campaigns automatically synchronize early in the morning Automatically generate campaigns, groups, ads, and keywords from a source of information, such as an RSS feed, a .CSV file, or a .TSV file. Automatically pause groups and/or keywords, placements, and Facebook ads for items when they are out of stock and then reactivate those objects when items are back in stock. This section contains the following information:
Starting SearchCenter
Start Adobe SearchCenter from the Adobe Digital Marketing Suite.
Start SearchCenter from SiteCatalyst 14

Start Adobe SearchCenter from the Adobe Digital Marketing Suite with SiteCatalyst 14. 1. Open a Web browser and log in to the Adobe Digital Marketing Suite.
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2. Click the SearchCenter icon on the pinwheel.
By default, SearchCenter opens to the accounts management screen. The first time you access SearchCenter, this screen might not contain any data. In this case, you can use the New User Navigator to set up your initial accounts, as explained in New User Navigator. Note: If you see a page other than the SearchCenter home page, your implementation is not currently configured for SearchCenter access. Please contact your account representative to correct this. By default, the SearchCenter home page displays all of the active accounts in the current report suite. You can use the options in the filter group box to filter your view of accounts.
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You can filter the accounts by performing the following: Search: Type a search term in the search box, then click Search ( ). All: Click All to display all accounts in your report suite. This is the default filter. Active: Click Active to display only active accounts in your report suite. Notice that if you filter the accounts list (by using Search or by clicking Active), the Accounts breadcrumb indicates that a filter is applied.
Start Adobe SearchCenter from SiteCatalyst 15

Start Adobe SearchCenter from the Adobe Digital Marketing Suite with SiteCatalyst 15. 1. Log in to the Adobe Digital Marketing Suite.
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2. Click the Adobe Digital Marketing Suite drop-down list on the suite header, then click SearchCenter+.
By default, SearchCenter opens to the accounts management screen.
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The first time you access SearchCenter, this screen might not contain any data. In this case, you can use the New User Navigator to set up your initial accounts, as explained in New User Navigator. Note: If you see a page other than the SearchCenter home page, your implementation is not currently configured for SearchCenter access. Please contact your account representative to correct this. By default, the SearchCenter home page displays all of the active accounts in the current report suite. You can use the options in the filter group box to filter your view of accounts.
You can filter the accounts by performing the following: Search: Type a search term in the search box, then click Search ( ). All: Click All to display all accounts in your report suite. This is the default filter. Active: Click Active to display only active accounts in your report suite.
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Notice that if you filter the accounts list (by using Search or by clicking Active), the Accounts breadcrumb indicates that a filter is applied.
New User Navigator

If your report suite does not contain any search engines, the New User Navigator opens the first time you log in to SearchCenter. The New User Navigator leads you through the configuration screens for creating a new search engine and a new campaign in SearchCenter. The New User Navigator appears only when you access a report suite with no currently configured search engines. The process for creating and synchronizing campaigns in SearchCenter is described in Campaigns. 1. Log in to your new SearchCenter report suite. 2. To create a new account, click Create, then type your account information.
A complete discussion of how to create and manage accounts is located in Accounts. 3. Click Save. The management screen that you use to create and manage your campaigns opens. 4. In the search engines list, click the search engine. 5. (Conditional) To create a new campaign, click Create and type the new campaign information, then click Save. 6. (Conditional) To synchronize an existing campaign you created using the search engine's interface, click Sync.
Navigation Menu
The main navigation menu is near the upper-left of the SearchCenter screen. This menu lets you access many of the functions and features of SearchCenter.
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Details about the main SearchCenter menus are located in the following sections: Management: See Management. Automation: See Automation. Reporting: See Reporting. Note: The Custom Reports menu appears only if you have created at least one custom report.
SearchCenter QuickStart
This Quickstart guides you through some of SearchCenter's main processes. This Quickstart assumes that you are logged in to SearchCenter with a valid report suite and that you have at least one search engine account (Google). For information about logging in to SearchCenter, see Starting SearchCenter. The following processes shown in this Quickstart are described in more detail throughout this user guide:
Add an Account
Add an account (search engine or Facebook account). 1. Click Management > Accounts, then click Create.
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2. Fill in the fields, then click Save. The available settings depend on the account being created. For more information, see Accounts. 3. Click the newly created account.
Create a Campaign
Create a campaign before you can manage it in SearchCenter. When you first use SearchCenter, you can create a campaign using the New User Navigator. However, you can create a new campaign at any time. 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Click Create/Import to display the Create Campaigns dialog box. Select Create New. Specify a name for the campaign and select the account where the campaign is being run. When you select an account, the Create Campaigns dialog box expands to show the fields that can be configured for the selected account. Each account provides a different set of fields that can be used to report on campaigns. 5. Fill in the details for your campaign. For descriptions of each possible field, see Campaign Fields. 6. From the Status drop-down list, select Active to enable the search engine, or select Paused to disable it. Note: To avoid charges, pause this campaign before creating an ad group, text ad, and keywords. 7. Click Save.
Pause a Campaign
Pause a campaign to temporarily deactivate the campaign without erasing its data. Note: Pausing a campaign disables the text ads in that campaign from running. The campaign's advertising budget will remain unused until the campaign is resumed.
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1. From the main navigation menu, click Management > Campaigns. 2. Select the campaign you want to pause. 3. Click Pause. Or Click Edit, select Paused from the Status drop-down list, then click Save.
Create an Ad Group
Create a new ad group within your campaign. 1. Click the campaign name, then click Create. Note: You cannot create ad groups for Facebook accounts. 2. Name the ad group, accept the defaults for the other fields, then click Save.
Create Keywords
Create search keywords for the newly created ad group. 1. Click the newly created ad group. 2. Click Create.
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3. Fill in the fields, then click Save. For more information, see Keywords.
Confirm That Your Ad Was Set Up Correctly

Confirm that you have created an ad campaign and keywords for an account (search engine or Facebook account). 1. 2. 3. 4. 5. Click Management > Accounts. Click the search engine you created. Click the campaign. Click the ad group. Confirm that the keywords appear as expected.
Using SearchCenter Tools
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SearchCenter provides several tools that are always available, no matter what functions you are using. These tools include the following:
Report Suite Selector

Change to another report suite using the Report Suite selector. When you log in to SearchCenter, you log in to a report suite. If you have more than one report suite, you can change to another report suite at any time. Select the desired report suite from the Report Suite drop-down list at the top of the screen.
When you select a report suite, SearchCenter changes to display the information from the selected suite.
Requests
The Requests feature prompts you to place a view in the Requests tray if the view will take more than ten seconds to load. This lets you continue working on other SearchCenter tasks. The Requests feature displays views on a per-user basis. If you send views to the tray, other SearchCenter users in your organization do not see them in their browsers. The Requests tray ( ) displays at the top-left corner of SearchCenter and displays a number to inform you that you have the specified number of views that are ready to examine. For example, suppose you have a large number of keywords for which you want to view many metrics for the previous 90 days. This task could take more than the allotted 10 seconds. You can send the view to the Requests tray and continue working on other tasks while SearchCenter loads the view in the background. To return to the view at a later time, click Requests, then click the desired view.
The following icons display in the Requests tray next to delayed views, depending on the state of the view:
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Icon
Description Spins to indicate that the view is loading in the background. Indicates that the data in the view has been changed by another user or by an action. You should consider refreshing the view to ensure that you are viewing the most up-to-date data. Click Expand next to the warning icon to expand the request to view additional details about the warning. Modifications can be made by another user, a synchronization, bid rules running, or by performing an import/export. Click Refresh to reload the view. Indicates that the view failed to load. If a view fails to load, it is most likely an issue with the server, such as the server being out of memory or space. Lets you remove the view from the Requests tray.
Find & Replace

Use the Find & Replace feature to search for and change attributes. When you create a find-and-replace string to change attributes, you can apply the formula to an entire dataset or to selected attributes. For example, you could create a string to change the destination URL for all ads in a Bing campaign. The Find & Replace button is dimmed until the current data pane contains attributes that can be modified with a find-and-replace string.
The following attributes can be modified using the Find & Replace feature: Attribute Campaign Description Description Hierarchy Level Campaigns Campaigns Account Yahoo Bing
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Attribute Ad Title Display URL Destination URL Description 1 Description 2 Destination URL
Hierarchy Level Ads
Account All accounts except Facebook
Keywords
Baidu Google Yahoo
Substparam1 (Destination URL) Destination URL
Keywords Placements
Bing Google
Create a Find & Replace String

Create a string using the Find & Replace feature to change attributes. 1. Navigate to a view that contains one of the attributes listed in Find & Replace. For example, to create a sting to change the destination URL for selected ads in a Facebook campaign, click Management, click Ads, then select the check boxes next to the desired Facebook ads that you want to change. 2. Click Find & Replace.
3. Select how you want to apply the string: Entire Dataset Defined By the Filter: Applies the string change to all attributes defined by the filter. Custom Selection: Applies the string change to only selected attributes. 4. In the In drop-down list, select the desired attribute that you want to change. 5. In the Find text box, specify the string (text, URL, and so forth) you want to search for. The Find text box functionality is case-insensitive. For example, if you search for ad titles containing the word "cars," the filter finds ad titles that contain both "cars" and "Cars."
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6. In the Replace With text box, specify the string you want to use for the replacement. The Replace With text box functionality replaces the specified string using the original case specified for that object. For example, if you search for ad titles containing the word "cars," the filter finds ad titles that contain both "cars" and "Cars." However, if an ad title was originally "Cars at Auction Prices," and you specify the replacement text to be "automobiles" (with a lower-cased "a"), the replaced ad title becomes "Automobiles at Auction Prices." Similarly, if an ad title was originally "Find barely used cars in your area," and you specify the replacement text to be "Automobiles" (with an upper-cased "A"), the replaced ad title becomes "Find barely used automobiles in your area." If the original string contains mixed capitalization (for example, "autoMobiles"), and you specify the replacement text to be "automobiles," the replacement string uses title capitalization ("Automobiles"). 7. Click Proceed.
Formulaic Bid Change

Use the Formulaic Bid Change feature to change bids by a specified amount or percentage. When you create a formula to change a bid by a specified amount or by a specified percentage, you can apply the formula to an entire dataset or to selected attributes. For example, you could create a formula to increase the Max Bid for all keywords in a specific group for a Yahoo campaign. The Formulaic Bid Change button is dimmed until the current data pane contains attributes that can be modified with a formula.
The following attributes can be modified using the Formulaic Bid Change feature: Attribute Budget Hierarchy Level Campaigns Account Baidu Facebook Google Bing Yahoo Default CPC Groups Biadu Google Max CPC Max CPC Keywords Placements
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Attribute Max Bid
Hierarchy Level Ads
Account Facebook
Create a Formula
Create a formula using the Formulaic Bid Change feature to change bids by a specified amount or percentage. 1. Navigate to a view that contains one of the attributes listed in Formulaic Bid Change. For example, to create a formula to increase the Max Bid for all keywords in a specific group for a Yahoo campaign, click Management, click Campaigns, click the desired Yahoo campaign, then click the desired group to display its keywords. 2. Click Formulaic Bid Change.
3. Select how you want to apply the formula: Entire Dataset Defined By the Filter: Applies the formulaic change to all attributes defined by the filter. Custom Selection: Applies the formulaic change to only selected attributes. 4. In the first drop-down list, select whether you want to increase, decrease, or set the bid. 5. In the second drop-down list, select the desired attribute that you want to change. 6. In the third drop-down list, specify how you want to change the bid: By Amount: Increases, decreases, or sets the bid to the amount you specify. By Percentage: Increases, decreases, or sets the bid to the percentage you specify. To First Page Min. Bid: (Google and Microsoft Bing only) Increases, decreases, or sets the bid to the minimum amount necessary to make your ad or search result eligible to display on the first page of the search engine's results. Using this option does not guarantee that your search result or ad will always display on the first page of the results page. If someone subsequently outbids you, your search term or ad might be moved to the second page of the results. 7. In the text box, specify how much you want to change the bid. Depending on whether you select Amount or Percentage in the third drop-down list, this will be either an amount or a percentage. 8. Click Proceed.
Bookmark
Set bookmarks for quick access to the views you use most. The bookmarks you create are added to the Adobe Digital Marketing Suite and are available in integrated products. You can make bookmarks public, or you can add them to Direct Access and view them from your desktop, or display a view upon login.
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1. Run a report. 2. Click Bookmark. 3. Fill in the fields. For more information, see Bookmarks in the SiteCatalyst User Guide.
Breadcrumbs
Interactive breadcrumb trails at the top of SearchCenter provide context as to where you are in the interface. You can also use the breadcrumbs to move up one level in the hierarchy, move laterally across a hierarchy level (for example, from one account, campaign, or group, to another account, campaign, or group within the same parent level), and access the Advanced Filter tool.
The above breadcrumb trail indicates that the SearchCenter data pane displays the keywords in a "Watches" group in a "Jewelry" campaign inside a Microsoft Bing account named "Jewelry Fashions." In addition, you can see that there is a filter applied at the keyword level. If a breadcrumb title text (on the left side) displays in blue text and displays as an underlined link when you mouse over the title, you can click the link to move one level up in the selected hierarchy level. For example, you can click Account to display all accounts in the current report suite.
You can click the text in any breadcrumb (on the right side) to display a drop-down list that lets you move laterally within that hierarchy level. For example, if you click "Watches" in the Group breadcrumb, you can move laterally to other groups within that campaign named "Bracelets" and "Jewelry."
Click the text in the last breadcrumb to display the Advanced Filter that lets you further filter the displayed items in the data pane.
The Advanced Filter pane indicates that the filter is set to display only active keywords.
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You can configure the filter as desired. For more information, see Advanced Filter.
My Dashboards Menu
Monitor your data using the dashboards accessed from the Favorites > Dashboards drop-down list. Dashboards help you monitor data. Dashboards are accessed from the top tool bar of the Adobe Digital Marketing Suite.
See the Adobe Digital Marketing Suite User's Guide for more information on using and sharing dashboards. SearchCenter lets you create dashboards that you can tailor to your individual needs. You can place graphics and data on your dashboard from reports that you select, giving you the most relevant information at a glance. When you use dashboards, SearchCenter shows the default date range of month to date, but you can change the date range for the dashboards using the calendar tool. You can create two types of dashboards: Dashboards created from reports Custom dashboards that display metrics you can select In addition to any dashboards you may choose to create, the following prepackaged legacy dashboards are included for each SearchCenter user: Marketing Dashboard: Displays key metrics related to your marketing initiatives. Reports on this dashboard include:
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Revenue Campaigns Campaign Conversions Paid Search Engines Natural Search Engines Monthly Unique Visitors Customer Loyalty Top Products Most Popular Products Site Operations Dashboard: Displays key metrics related to your website operations. Reports on this dashboard include: Site Summary Page Views Most Popular Pages Most Popular Site Sections Most Popular Servers Visitors by State Key Visitors Pages Viewed by Key Visitors Entry Pages Exit Pages Page Summary For more information about creating and viewing dashboards and reportlets, see Dashboards and Reportlets in the SiteCatalyst User Guide.
Calculated Metrics Menu

Access calculated metrics from the Calculated Metrics menu on the Adobe Digital Marketing Suite menu bar. Calculated Metrics let you add functionality by creating new metrics from existing ones, based on mathematic formulas. For information about creating calculated metrics, see Adding Metrics to a Report. For detailed information, see Creating Calculated Metrics in the SiteCatalyst User Guide. 1. Click the Favorites menu, then click Calculated Metrics.
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The items that appear in the list depend on the calculated metrics you have saved. 2. Select the calculated metrics report you want to view.
Calendar Tool
Use the calendar tool to choose the time periods for which you view report statistics. Use the calendar tool to select specific days, weeks, months, or years. 1. Log in to SearchCenter. 2. Click the calendar icon (
) to display the calendar.
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3. (Conditional) In the upper-right of the calendar click Month to view a three-month calendar (the current month, along with the previous and next months), or click Year to view a three-year calendar. 4. Do one of the following: On the calendar, click to select a date or drag to select a range of dates. Type specific dates in the range fields. Click Select Preset and select the calendar preset you want to use. 5. (Conditional) To compare dates, click Compare Dates and select the dates you want to compare. Note: The Compare Dates tab displays only on calendars accessed from the Reporting tab.
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6. Click Run Report to update the report you have chosen to show data from the selected time frame.
Toolbar
Use the toolbar that displays above the data pane to help you manage data.
The available icons depend on the feature you are managing. In most cases, the icons become available when you check one or more items in a list. Some icons include a drop-down arrow containing additional options. Others include text or tooltips (not shown in the table below) to help you understand the icon's function. The More Actions drop-down list lets you select additional options. Tool Description The Pause icon temporarily deactivates all selected items without erasing the data. When using Pause with search engines, SearchCenters interaction with the search engine pauses. Pause does not affect any currently running campaigns. To pause a campaign, you must
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Tool
Description use Pause on the Campaigns screen. Using Pause when managing other items only affects items subordinate to or at the level of the paused object. Note: At the account level, use the Deactivate option to temporarily deactivate the account.
The Resume icon reactivates paused items.
The Edit icon lets you change the fields of your selected items. If you select more than one item, you can only edit fields common to all selected items. The Create/Import icon adds a new item or imports an existing item, such as a search engine, campaign, or keyword. The Delete icon deletes selected items.
The Synchronize icon updates your SearchCenter campaigns to match the configuration on the search engine. Use this to download campaigns you have previously created, or to update your campaigns using the search engine interface. The More Actions drop-down list lets you select additional options. The available options depend on the feature that you are managing.
Data Pane
Use the data pane to manage your data.
You can use the options in the filter group box to filter your view (accounts, campaigns, keywords, and so forth).
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For example, you can filter the accounts by performing the following: Search: Type a search term in the search box, then click Search ( ). All: Click All to display all accounts in your report suite. This is the default filter. Active: Click Active to display only active accounts in your report suite. Notice that if you filter the accounts list (by using Search or by clicking Active), the Accounts breadcrumb indicates that a filter is applied.
You can also change the columns that appear and how they are sorted, as explained in Move Columns and Sort Columns. The information in the data pane changes to show the selected data. See the section for each management function for more information.
Search Filter Tool

If you access a list with several pages of items, such as a keyword list, you can filter the list to show only the items that contain the criteria you specify. There are two types of filter queries:
Simple Search Filter

Use a simple search filter to help you quickly locate an item in a SearchCenter list. 1. Type a character string in the search field.
2. Click Go.
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The simple search filter is case-insensitive. For example, if you filter for keywords containing the word "cars," the data in the pane changes to display keywords that contain both "cars" and "Cars."
Advanced Filter
Use the Advanced Filter option to filter items in the data pane. You can filter based on attributes and performance metrics. As part of the advanced filtering, you can also filter by ad platform. This lets you filter across an entire ad platform (for example, show me All Google), rather than on a single account. 1. Click Advanced Filter.
2. From the Show _ Where drop-down list, select the hierarchy level from which you want to start filtering: Accounts Campaigns Groups Keywords Ads Placements Note: The Advanced Filter lets you filter by an empty string or by a not-empty string. For example, if you want to filter for all keywords that do not include a Destination URL, you would click Advanced Filter, select Keywords from the Show Where drop-down list, select Destination URL from the Add Filter Criteria drop-down list, select Equals from the drop-list, then leave the text box empty. When you click Search, all keywords that do not include a Destination URL are displayed. 3. From the Add Filter Criteria drop-down list, select the desired attribute. Or Click the field and begin typing the desired attribute. The list of attributes is dynamic and changes depending on which hierarchy level you chose. 4. Complete the filter options.
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The available options vary, depending on the selected attribute. For example, if you chose to filter keywords and chose the Cost Per Lead attribute, your available options would include "is equal to," "is not equal to," "is between," and so forth and a text box to specify the Cost Per Lead amount. The Advanced Filter is case-insensitive. For example, if you filter for keywords containing the word "cars," the filter finds keywords that contain both "cars" and "Cars." You can use an asterisk (*) as a wildcard. 5. (Conditional) From the Sort By link, choose an attribute and specify whether to sort by ascending or descending order before performing your search, then click Save. When you click the link, two drop-down lists display. The Sort By drop-down list includes available attributes (for example, Campaign, Clicks, Cost, Groups, Keywords, and so forth). The second drop-down list lets you choose the sort order, ascending or descending. After you click Search, the data in the Management table is sorted according to your specified criteria. 6. In the Located In panel, use the available drop-down lists to further configure the filter. 7. Click Search. After you create the advanced filter to view the desired data, you can create a bookmark so that you can quickly open that view again. You can also choose to automatically open this saved view when you log in to SearchCenter. For more information, see Bookmark. If you export the filtered data, the filter persists in the external application (for example, Excel). For more information, see Export SearchCenter Data to Edit in External Applications.
Customizable Display
Filter a search engine, campaign, group, ad, or keyword list to show all items or to show only the active items, select the columns that appear in the data pane, and move columns and change the sort order.
Filter Items in a List

Filter a search engine, campaign, group, ad, or keyword list to show all items or to show only the active items. Showing only the active items helps you reduce load times and makes it easier to find the items you want to manage. You can also filter the list by searching for an item's name. 1. From the main navigation menu, select the item you want to manage. 2. Use the options in the filter group box to filter your view.
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You can filter the accounts by performing the following: Search: Type a search term in the search box, then click Search ( All: Click All to display items in the list. This is the default filter. Active: Click Active to display only active items in the list. ).
Customize Columns
Select the columns that appear in the data pane by selecting which columns to show or hide. 1. From the main navigation menu, select the item you want to manage. 2. Click Customize Columns on right side of the page.
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The available columns depend on the type of items you are managing. For example, different columns are available for keywords than for accounts. 3. Select the desired tab on the left side of the dialog box (Attributes, Calculated, Standard, and so forth). 4. From the Available Columns pane, drag the columns you want to display to the Selected Columns pane. 5. Click Display.
Move Columns
Drag and drop column headings to arrange your SearchCenter pages the way that you desire. The order and metrics included in columns are retained at each hierarchal level. For example, different columns can be retained at the campaign and ad group levels. 1. From the main navigation menu, select the item you want to manage. 2. Click a column heading and drag it to the desired position.
Sort Columns
Sort the data on a page by the information in that column. Click the desired column heading to toggle the sorting from descending to ascending order. An arrow points up or down to show the direction of the sort. You can click the column heading again to change the direction of the sort. The data on the page is sorted according to the column.
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Inline Status Notification

Use inline status flags or the Advanced Filter to help you monitor the status of your items.
Inline Flags
Use inline status flags to identify items that need attention. Three different flags help you locate a problem item: Icon Description An item beneath the flagged item requires attention. Click the flag for a list of flagged items one level down.
The flagged item requires attention. Click the flag for a detailed description of the problem.
An item above the flagged item requires attention. Click the flag for a list of flagged items one level up.
Find Flagged Items Using the Advanced Filter

Use the Advanced Filter to find flagged items. 1. Click Advanced Filter.
2. From the Show _ Where drop-down list, select the hierarchy level from which you want to start filtering: Campaigns Groups Keywords Ads Placements 3. From the Add Filter Criteria drop-down list, select State.
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4. From the State drop-down list, select Flagged. 5. Click Search. The flagged items matching your criteria are listed.
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Management
The Management menu lets you manage accounts, campaigns, groups, ads, keywords, and so forth.
Accounts
To use SearchCenter, you need to configure your accounts.
Create an Account in SearchCenter

Create an account for each search engine or Facebook account you want to manage. When you start using SearchCenter, you create an account for each search engine or Facebook account you want to manage. For example, if you have a Google account, you need to create a corresponding Google account in SearchCenter. You can create as many accounts as you have accounts to manage. You might need multiple accounts if your organization manages more than one website or if a search engine has policies that require more than one account for your activities. Note: Before you create a SearchCenter account, you must create an account with the search engine or Facebook. You also need to know the account login credentials that you received from the search engine or Facebook. The steps in this topic provide the general procedure for setting up a SearchCenter account. The setup procedure is slightly different for Facebook and Baidu accounts. For information about setting up these account types, see: Create a Facebook Account Create Up a Baidu Search Engine Account To create a SearchCenter account 1. From the main navigation menu, click Management > Accounts. 2. Click Create. The available options depend on the account type. 3. From the Create Account drop-down list, select the account type you want to add. 4. In the provided fields, type the account name, username, and password for the account, then retype the password to confirm it. 5. Fill in any additional fields, as required by the account type. Some fields are present for some account types, but not for others. For example, for Yahoo accounts, you must fill in the Master Account ID and Account ID fields. 6. From the API Connections Status drop-down list, select a status. Select Active to enable the account, or select Inactive to disable it. 7. Click Save. After you have created your account, you need to create and associate one or more campaigns with the account. A campaign holds all your keywords, text ads, budget information, and other data about your keyword bidding initiatives. See the following topics if you are setting up a Facebook or Baidu account: Create a Facebook Account Create a Facebook account so you can create and manage text and image ads that appear on Facebook pages.
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Facebook ads can be targeted in great detail to help ensure that your ads appear on pages where visitors are most likely to be interested in your product or services. Before you set up a Facebook account in SearchCenter, the account must exist in Facebook and be enabled for advertising. If you do not have a Facebook account, create one following the instructions provided by Facebook. A Facebook account can be managed like other search engine accounts. You can run Landing Page Optimization tests, set bid rules, and create placements for a Facebook account. For more information, see Related concepts, below. To create a Facebook account in SearchCenter 1. Click Management > Accounts. 2. Click Create. 3. From the Account Type drop-down list, select Facebook. The Create Account dialog box changes to show the fields needed to create a Facebook account. 4. Specify a name for the account, select an API connection status (Active or Paused), specify the account ID, then click Authorize. The Facebook Login window opens. This window is provided by Facebook, and is used to log in to your account. 5. Specify the email address and password for your Facebook account, then click Log In. If you do not yet have a Facebook account, click Sign up for Facebook and follow the instructions for creating an account. 6. When prompted, click Allow Access. If you want Facebook to remember you so you do not have to re-authorize access, click Allow; otherwise, click Don't Allow. Note: If you receive an error message telling you that you need to log out of Facebook, go to your Facebook page and click Account > Logout. Closing your Facebook browser window or tab does not log you out. 7. If desired, click Details to see your account and user IDs and your session key and secret. 8. Click Save. Create Up a Baidu Search Engine Account Before you can set up a Baidu search engine account, you must request an API token to enable SearchCenter to access your Baidu account and make changes. Refer to the Managing Baidu with SearchCenter white paper, available in the Knowledge Base, for additional details.
Edit an Account
Edit an account to change account information, login credentials, and status. 1. From the main navigation menu, click Management > Accounts. 2. Select the account you want to edit. 3. Click Edit. The Edit Account dialog box opens. The available options depend upon the account type you are editing. 4. Change the information for the account as needed. 5. Click Save.
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Deactivate an Account
Deactivate an account to temporarily pause the account without erasing its data. 1. From the main navigation menu, click Management > Accounts. 2. Select the account you want to deactivate. 3. Click Deactivate. Or Click Edit, select Inactive from the API Connection Status drop-down list, then click Save.
Activate an Account
Activate an account that has been deactivated to resume data collection. 1. From the main navigation menu, click Management > Accounts. 2. Select the account you want to activate. 3. Click Activate. Or Click Edit, select Active from the Status drop-down list, then click Save.
View Campaign Details for an Account

View the details of all campaigns that run in an account. Viewing the campaign details lets you view and edit information about your campaigns, such as the number of clicks, keyword cost, and so on. 1. From the main navigation menu, click Management > Accounts. 2. Click the account whose campaign information you want to view. 3. (Conditional) To drill down to more specific details, click a campaign to view groups associated with that campaign, then click a group to view the keywords in that group. 4. (Conditional) To view information about tests associated with the campaign, click the Manage Campaigns drop-down list, then click Landing Page Optimization. For more information, see Understanding Landing Page Optimization. 5. (Conditional) For information about the bid rules set for the account, click the Manage Campaigns drop-down list, then click Bid Rule Optimization. For more information, see Bid Automation.
Campaigns
Manage Campaigns, which are online advertising initiatives. In SearchCenter, campaigns have the same organizational structure they have in the accounts and contain all of the relevant information about your keyword bids, clicks, keyword costs, and other advertising data.
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Because you might have already created a campaign using the search engine or Facebook management tools, you can import campaigns using the import feature. There is also an option to synchronize your campaigns if you update them using account management tools instead of SearchCenter. Campaigns are directly linked to an account. You can create, edit, and set the status of a campaign from this screen. To create and edit Portfolio Optimization settings for a campaign, you must navigate to the Portfolio Management screen. The following topics contain more information:
Create a Campaign
Create a campaign before you can manage it in SearchCenter. When you first use SearchCenter, you can create a campaign using the New User Navigator. However, you can create a new campaign at any time. 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Click Create/Import to display the Create Campaigns dialog box. Select Create New. Specify a name for the campaign and select the account where the campaign is being run. When you select an account, the Create Campaigns dialog box expands to show the fields that can be configured for the selected account. Each account provides a different set of fields that can be used to report on campaigns. 5. Fill in the details for your campaign. For descriptions of each possible field, see Campaign Fields. 6. From the Status drop-down list, select Active to enable the search engine, or select Paused to disable it. Note: To avoid charges, pause this campaign before creating an ad group, text ad, and keywords. 7. Click Save.
Import a Campaign
Import a campaign if it already exists in a search engine or in Facebook. 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Click Create/Import to display the Create Campaigns dialog box. Select Import. Select an account from the Account drop-down list. The Create Campaigns dialog box expands to show all of the campaigns associated with the account. 5. Click Refresh List to update the list of campaigns. The initial list you see is the list recorded in SearchCenter. Clicking Refresh List updates the list and the campaign content. Depending on the size and number of campaigns, it might take some time to refresh the list. 6. Select one or more campaigns from the list. You can select multiple campaigns using Ctrl+click or Shift+click. 7. If desired, select Prepend the Account Name on Import. 8. Click Import.
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Synchronize a Campaign
Synchronize a campaign to update the campaign information to match the data on the account server. 1. From the main navigation menu, click Management > Campaigns. 2. Select a campaign. 3. Click Sync to synchronize the selected campaign.
Edit a Campaign
Change the details you configured for a campaign. 1. From the main navigation menu, click Management > Campaigns. 2. Select a campaign. 3. Click Edit. The fields available for editing depend on the account type. 4. Edit the fields as required. For more information, see Campaign Fields. 5. Click Save.
Select Target Networks for Google Campaigns

Choose whether to target the Google Search network and the Content Network. 1. Create or edit a campaign in a Google account. 2. Select Google Search to target Google Search. If you select Google Search, you can also choose to include search partners by selecting the Include Search Partners checkbox. 3. Select a bidding strategy: If you selected Google Search in the previous step, you can select the following bidding strategies: Default - Focus on Clicks (CPC) Automatically Bid Based on Budget (Controlled by Google) Automatically Bid Based on Google Conversions (Controlled by Google) 4. Select Content Network to target Content Network. If you select to target Content Network, select whether to include the entire network or target managed placements only. If you select Managed Placements Only, use the SearchCenter Placements feature to manage your placements. For more information, see Placements. 5. Click Save.
Manage Geo Targeting for Google Campaigns

Select GeoTargeting Management to select specific locations where you want to target the campaign. 1. Create or edit a campaign in a Google account.
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2. 3. 4. 5.
Select Enable GeoTargeting Management. Click Yes after reading the notice about GeoTargeting limitations. Select either Target All Locations or Specify Target Locations. (Conditional) If you select Specify Target Locations, select the locations you want to target. a) Select the type of location (Countries, Regions, Areas, or Cities from the Select Location Type drop-down list. You can also use the search box to search for the desired location. b) Drag or double-click the desired locations within that category to move the locations to the Added Locations pane. c) Repeat this step as necessary
6. Click Save.
Managing Google Sitelink Ad Extensions

SearchCenter lets you create Google sitelinks for Google campaigns. The links shown in some Google search results are called sitelinks. Sitelinks help users navigate your site and to learn more about special offers.
Note: Detailed sitelink reporting is currently not available. Please contact your Adobe Account Representative to explore custom reporting solutions. In addition, customers are encouraged to contact Google representatives directly to request improvements for sitelink reporting. The following sections contain more information: Create Google Sitelink Ad Extensions Create text and links to URLs to display as Google sitelinks below your ads. 1. 2. 3. 4. 5. From the main navigation menu, click Management > Accounts. Click a Google account. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, click Create SiteLink to display the Create Sitelinks Extensions dialog box. Select the campaigns for which you want to create sitelinks. You can use Ctrl+Click or Shift+Click to select multiple campaigns. 6. Fill in the fields: Link Text: Specify the text that you want to display in the ad. Destination URL: Specify the destination URL for each link. Note: You can specify as many as ten sitelinks; however, Google display four sitelinks per ad. Google uses proprietary algorithms to determine which four sitelinks to display.
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7. Click Save. Edit Google Sitelink Ad Extensions Edit the text or the links that display in Google sitelinks. 1. 2. 3. 4. 5. From the main navigation menu, click Management > Accounts. Click a Google account that contains sitelinks. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, click Edit. Modify the fields as desired. For more information, see Create Google Sitelink Ad Extensions. 6. Click Save. Delete Google Sitelink Ad Extensions Delete Google sitelinks that display in your ads. 1. 2. 3. 4. From the main navigation menu, click Management > Accounts. Click a Google account that contains sitelinks. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, select the item you want to delete, then click Delete.
Creating Google Location Extensions

SearchCenter lets you create Google location extensions to provide search users information to help locate your business, including addresses, telephone numbers, company images, and a customizable, clickable map icon. The following sections contain more information: Create Google Location Extensions Create extensions to display location information (addresses, telephone numbers, clickable map icons, and company images) below your Google ads. 1. 2. 3. 4. 5. From the main navigation menu, click Management > Accounts. Click a Google account. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, click Create Location to display the Create Location Extensions dialog box. Select the campaigns for which you want to create sitelinks. You can use Ctrl+Click or Shift+Click to select multiple campaigns. 6. Fill in the fields. The fields vary, depending on the country you select. 7. Next to Map Icon, click Select from Library or Browse to select a clickable icon that displays a map directing search visitors to your company. 8. Next to Business Image, click Select from Library or Browse to select an image to display next to your address information in Google ads. 9. Click Save.
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Edit Google Location Extensions Edit the location information that display in Google ads. 1. 2. 3. 4. 5. From the main navigation menu, click Management > Accounts. Click a Google account that contains location extensions. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, click Edit. Modify the fields as desired. For more information, see Create Google Location Extensions. 6. Click Save. Deleting Google Location Extensions Delete Google location extensions that display in your Google ads. 1. 2. 3. 4. From the main navigation menu, click Management > Accounts. Click a Google account that contains location extensions. From the Campaigns drop-down list, select Ad Extensions. On the Manage Ad Extensions tab, select the item you want to delete, then click Delete.
Copy a Campaign
Copy a campaign between Yahoo and Bing, or from one Google campaign to another. The SearchCenter copy feature helps with the copy process and reduces the time required to copy items between accounts. Because each account type uses different settings and has different editorial guidelines, information does not always copy perfectly from one account type to another. Individual errors might occur that need to be addressed manually before copied items work correctly in the new account. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create. To copy a campaign 1. 2. 3. 4. From the main navigation menu, click Management > Accounts. Click a Yahoo, Bing, or Google account, then select the campaign you want to copy. Click the More Actions drop-down list, then click Copy to display the Copy Campaigns. Set the options as desired, then click Save. After the copy is initiated, the destination account screen appears with a notice that the campaign might take several minutes to copy. You can link back to the screen where you started the copy procedure. Copies are automatically created in an inactive state to protect your account. Review the new campaigns carefully before activating them.
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Copying a Yahoo Campaign to Yahoo or Bing Table showing where the attributes of a Yahoo campaign are copied into Bing or another Yahoo campaign. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Yahoo name
To Yahoo name Copies alias if it exists. Otherwise, copies name.
To Bing name Copies alias if it exists. Otherwise, copies name. alias status budget *30 The budget is a daily amount in Yahoo. When copied to Bing, the daily budget is multiplied by 30 to create a monthly budget.
alias status budget (daily)
alias status budget (daily)
campaign_description advanced_match campaign_optimization content_match sponsored_search start_date
campaign description advanced_match
description
content_match sponsored_search start_date Does not copy unless the start date is later than the date when the campaign is being copied.
end_date
end_date Does not copy unless the end date is later than the date when the campaign is being copied.
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From Yahoo watch
To Yahoo watch
To Bing
Copying a Bing Campaign to Bing or Yahoo Table showing where the attributes of a Bing campaign are copied into Yahoo or another Bing campaign. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Yahoo name
To Yahoo name Copies alias if it exists. Otherwise, copies name.
To Bing name Copies alias if it exists. Otherwise, copies name. alias status campaign_description
alias status description budget budget_type daylight_saving timezone unhandled_fields
alias status description budget budget_type
Copying a Google Campaign Table showing where the attributes of a Google campaign are copied into another Google campaign. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
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From Google name
To Google name Copies alias if it exists. Otherwise, copies name.
alias status budget (daily) start_date
alias status budget (daily) start_date Does not copy unless the start date is later than the date when the campaign is being copied.
end_date
end_date Does not copy unless the end date is later than the date when the campaign is being copied.
content_network search_network target_type cost_type target_locations target_locations_allow target_languages
content_network search_network target_type cost_type target_locations target_locations_allow target_languages
Testing a Campaign
Test a campaign to compare the success rates of two or more campaigns so you can display the content that is most likely to result in a successful conversion. In Google, Microsoft, Yahoo!, or Facebook accounts, you can perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. There are two types of tests: URL Test: A URL test compares the performance of two or more separate webpages. The content of each page is static. For example, you might want to test whether more site visits result in a purchase when a visitor lands on your home page or on a
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product category page. The URL test helps you determine which page to use as a landing page to achieve the highest success rate. A/B Test: An A/B test uses the full capabilities of Adobe Test&Target to compare elements on two or more versions of the same page or of multiple pages, with different content in each element. You can change the content that appears in each element on the page, then measure the success rate of each version. For example, you might have a more graphical version of the page by presenting pictures in the page elements, and one version of the page that relies more heavily on words. Or, you might use different colors or graphics on each version of the page. An A/B test helps you determine which combination of content provides the best results. This section includes the following testing tasks: Creating a Landing Page Test Perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. There are two types of Landing Page Optimization (LPO) tests available to SearchCenter users: A URL test compares two URLs so you can see which is the most successful. A full Test&Target test compares two or more versions of your website with different content so you can see which version results in the most conversions, sales, or registrations. See Landing Page Optimization for more information. Add a Campaign to an Existing Test Add a campaign to an existing test. 1. Select the campaign you want to add to a test. 2. Click the More Actions drop-down list, then click Assign Existing Test. 3. Select the test you want to add the campaign to, then click Select. An alert appears if the selected campaign contains items assigned to other tests. Edit a Test Change the test parameters at any time after you have created a test. 1. From the main navigation menu, click Automation > Landing Page Tests. 2. Click the test you want to edit. 3. Make the desired changes, then click Save. For more information about the available options, see Creating a Landing Page Test or Create a Targeted Test. Remove a Test Remove a test after you are finished with it. 1. From the main navigation menu, click Management > Campaigns. 2. Select the campaign whose test you want to remove. 3. From the More Actions drop-down list, click Remove Campaign Default. Note: Removing a test does not remove the campaign.
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Pause a Campaign
Pause a campaign to temporarily deactivate the campaign without erasing its data. Note: Pausing a campaign disables the text ads in that campaign from running. The campaign's advertising budget will remain unused until the campaign is resumed. 1. From the main navigation menu, click Management > Campaigns. 2. Select the campaign you want to pause. 3. Click Pause. Or Click Edit, select Paused from the Status drop-down list, then click Save.
Resume a Paused Campaign

Resume a paused campaign to resume the collection of information for that campaign. 1. From the main navigation menu, click Management > Campaigns. 2. Select the campaign you want to resume. 3. Click Resume. Or Click Edit , select Active from the Status drop-down list, then click Save.
Export Campaign Data to a Spreadsheet or Text Editor

Save a tab-separated values (.tsv) file containing all displayed entries in your campaign list. You can then use a spreadsheet or text editor to edit the data values. After you have edited the file, you can import it back into SearchCenter. Your reports are automatically updated with the new information. This prevents you from having to update information individually for different campaigns and keywords. You can use the filter options to modify the list to contain only the items you want. For general information about exporting SearchCenter data to an external application, see Viewing and Editing SearchCenter Data in an External Application. To export campaign data to a spreadsheet 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Open a campaign, then drill down or filter the list to display only the items you want to download. Click the More Actions drop-down list, then Export to launch the Export Wizard. Follow the detailed instructions in Export SearchCenter Data to Edit in External Applications. Your data is updated within several hours.
Delete a Campaign
Delete a campaign at any time.
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Note: Deleting a campaign in SearchCenter also deletes that campaign from the account. If you only want to remove the campaign from SearchCenter but keep the campaign in the account, contact your Account Manager or SearchCenter Technical Support. 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Select the campaign you want to delete. Click Delete. Click Yes to confirm that you want to delete the selected campaign and all associated data.
View Campaign Details

View the campaign details to edit the campaign, or view information about the campaign such as the number of clicks, keyword cost, and so on. 1. From the main navigation menu, click Management > Campaigns. A list of all campaigns appears. 2. Click a campaign to view the groups associated with that campaign, then click a group to view the keywords in that group.
Manage Campaign Bids

Manage bid rules for your campaigns. 1. Click Management > Campaigns. 2. Select the campaign whose bids you want to manage. 3. From the More Actions drop-down list, select an option: Assign New Bid Rule Assign Existing Bid Rule Remove Bid Rule 4. Follow the detailed instructions in Bid Rules to create or manage your bid rules.
Campaign Fields
Each account type provides a different set of fields that can be used to set up a campaign. Use the following table as a reference to help you understand each field. The table includes information about how to use each settings when editing your campaigns in an external text editor or spreadsheet, as well as information about whether the field is required or optional. Field Account Description The account for which you are creating the campaign. For external edits, type the name of the account as shown in the interface. Required Yes
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Field Ad Rotation (Google)
Description Select how ads rotate on the site. Your choices are: Optimize: Display ads with higher click-through rates more often than ads that don't perform as well. Rotate: Evenly display ads.
Required Yes
Advanced Match (Yahoo!)
Increases the types of keywords for which No your ad may appear. Recognizes your keywords, regardless of the order in which they appear on a site, or if they are separated by other words. External editing format: on, off
Bidding Strategy (Google)
If you do not select Google Search , you No can select a bidding strategy, either Focus on Clicks (CPC) or Focus on Impressions (CPM) . The maximum amount you plan to spend No each day. When this amount is reached, the campaign becomes inactive for the day. External editing format: 100.00 (100 for Yen)
Budget (Google)
Budget Amount
The maximum amount you plan to spend No each day. When this amount is reached, the campaign becomes inactive for the day. External editing format: 100.00 (100 for Yen)
Budget Delivery Method (Google)
Whether you want to use the Standard or Yes Accelerated budget delivery method. Standard delivery shows your ads evenly throughout the day at a frequency dependent on your set budget.
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Field
Description Accelerated delivery shows your ads as often as possible until your budget runs out.
Required
Budget Type (Facebook, Bing)
Whether you want your budget divided No equally across each day of the month, or just spent until depleted each month. External editing format: Facebook - Daily, Lifetime Bing - Daily, Monthly. Miva US - Daily, Monthly
Campaign
The name of the campaign in the campaign list.
Yes
Content Match (Yahoo!)
Place your ad on webpages related to the No type of product or service you provide. If a potential customer visits a webpage related to your product or service, your ad might appear. External editing format: on, off
Daily Budget (Bing)
The maximum amount you plan to spend No each day before the campaign becomes inactive for the day. External editing format: 100.00 (100 for Yen)
Description
A brief statement describing the campaign. Manage specific areas in the world that you want to target. If you enable GeoTargeting Management, you can select whether to target all locations or specify locations you want to target. If you click Specify Target Locations, you can select specific countries, areas, regions, and cities, and you can use them in conjunction with each other.
No
Enable GeoTargeting Management (Google)
No
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Field
Description For example, you can specify the region of Alabama, the country of Japan, and the city of Queensland. When you select these, Google displays your ads to only users who reside in these locations. Select your location type from the menu, then, if necessary, select the country in which your region or city exists. For a list of language codes used by Google and other applications, see ht :/ w .o gec ma i/ d od/ e eo e/ d od_ p_a g ae. t l tp/w wg ol.o / psa w r sdvl pra w r s a i l nu gshm. External editing format: standard language codes (for example: en=English, fr=French, es=Spanish)
Required
Geo-Target (Google, Bing)
The region of the world where you want No your ads to display. Options are search engine specific. For example, if you are creating or editing a Google or Bing campaign, you can target all locations or you can target specific locations and enable incremental bidding for selected locations. External editing format: Enhance US/Canada, Worldwide
Maximum CPC
The maximum amount that any keyword No in the campaign can have. You can change the default setting when you create keywords. If you set your maximum bid to a value that is less than the minimum bid that the search engine allows, SearchCenter automatically raises your bid to the minimum allowed value. External editing format: .25
Monthly Budget (Bing)
The amount you plan to spend each Bing: Yes month. You can select how it is spent with the Budget Type field. External editing format: 100.00 (100 for Yen)
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Field Selected Language(s) (Google)
Description The languages you want to target with your ad. Use your keyboard controls to select multiple languages. When you select specific languages, Google shows your ads to users who have selected those languages in their Google website preferences, or are using the Google website for that language (For example, French ads are shown to people who search at www.google.fr.) Ads are not translated. For a list of language codes used by Google and other applications, see ht :/ w .o gec ma i/ d od/ e eo e/ d od_ p_a g ae. t l tp/w wg ol.o / psa w r sdvl pra w r s a i l nu gshm. External editing format: standard language codes (for example: en=English, fr=French, es=Spanish)
Required No
Sponsored Search (Yahoo!)
Displays your ads in the paid search No results on Yahoo! or their search partners. External editing format: on, off
Start Date / End Date
A calendar that lets you specify when the No campaign is active. External editing format: 03/04/11
Status
Whether the campaign is active or paused. External editing format: Active, Paused
Yes
Target Devices (Google, Bing)
Select the devices you want to target. Your Yes choices are: All Devices Desktop and laptop computers iPhones and other mobile devices with full Internet browsers
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Field Target Networks (Google)
Description
Required
Select whether to target Google Search or No the Google Content Network. If you select Google Search, you can also choose to include search partners by selecting the checkbox. If you do not select Google Search, you can select a bidding strategy, either Focus on Clicks (CPC) or Focus on Impressions (CPM) If you select to target Content Network, select whether to include the entire network or target managed placements only. If you select Managed Placements Only, use the SearchCenter Placements feature to manage your placements.
Watch (Yahoo!)
Place campaigns in the Yahoo! Web application dashboard. External editing format: on, off
No
Groups
Manage groups that combine a set of related keywords and text ads. When using search engines, if someone searches for one of the keywords in your ad group and your ad displays, an algorithm determines which text ad to display. It might display any text ad in the ad group. Note:Facebook, although not a search engine, does not use groups. This section contains information about the following tasks:
Create a New Group

Before you can manage a group, you must create it. 1. To list groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all search engines display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Click Create to add a new group. 3. Fill in the fields:
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Group: Specify a name for the new group. Status: Select Active or Paused. Account: Select the account to use for this group. Campaign: Select the name of the campaign. 4. Provide any additional information about the group. Depending on the account type you use, the fields in the Create Groups dialog box vary. See Group Fields for descriptions of all possible fields. Note: Specify the SKU or product name if you want to use the Inventory Management feature. For more information, see Inventory Management. 5. Click Save.
Copy a Group
Copy a group from one Yahoo or Bing campaign to another in either account, or within or between Google campaigns. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create. The SearchCenter copy feature helps with the copy process and reduces the time required to copy items between accounts. Because each account type uses different settings and has different editorial guidelines, information does not always copy perfectly from one account to another. Individual errors might occur that need to be addressed manually before copied items work correctly in the new account. To copy a group: 1. 2. 3. 4. From the main navigation menu, click Management > Campaigns. Click the campaign that contains the group you want to copy, then select the groups you want to copy. Click the More Actions drop-down list, then click Copy. Set the options in the Copy Groups dialog box as desired, then click Save. The available options depend on the account type you are copying to. For information about the fields that are copied for each account type, see: Copy a Yahoo Group Table showing where the attributes of a Yahoo campaign are copied into Bing or another Yahoo campaign. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
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From Yahoo name status ad_auto_optimization advanced_match sponsored_search sponsored_search_max_bid content_match content_match_max_bid
To Yahoo name status ad_auto_optimization advanced_match sponsored_search sponsored_search_max_bid content_match content_match_max_bid
To Bing name status
start_date The start_date of the Yahoo campaign is copied into this Bing group attribute if the date is later than when the group is copied. end_date The end_date of the Yahoo campaign is copied into this Bing group attribute if the date is later than when the group is copied.
Copy a Bing Group Table showing where the attributes of a Bing group are copied into Yahoo or another Bing group. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Yahoo name status
To Yahoo name status
To Bing name status
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From Yahoo start_date
To Yahoo start_date Copied if the start date is later than the date when the group is copied.
To Bing
end_date
end_date Copied if the end date is later than the date when the group is copied.
language site unhandled_fields
Copy a Google Group Table showing where the attributes of a Google group are copied into other Google accounts. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Google name status max_cpc max_content_cpc
To Google name status max_cpc max_content_cpc
Edit a Group
Change the settings for a group. 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>.
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The groups associated with the account display. 2. Select the group you want to edit. 3. Click Edit and change the desired details of the group. The available details depend on the account type you are using. See Group Fields for details about each possible field. 4. Click Save.
Pause a Group
Pause a group to temporarily deactivate the group without erasing the data. 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Select the group you want to pause. 3. Click Pause. Or Click Edit, select Paused from the Status drop-down list, then click Save.
Activate a Paused Group

Activate a paused group to resume the collection of information for that group. 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Select the group you want to activate. 3. Click Resume. Or Click Edit, select Active from the Status drop-down list, then click Save.
Delete a Group
Delete a group in SearchCenter to remove that group from the search engine or Facebook account. If you want to remove the group from SearchCenter but keep it in the account, contact your Account Manager or SearchCenter Technical Support. 1. To open a list of groups, do one of the following:
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From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Select the group you want to delete. 3. Click Delete. 4. Click Yes to confirm that you want to delete the selected group and all associated data.
Testing a Group
In Google, Microsoft, and Yahoo! accounts, you can test an ad group to measure its success. Testing groups helps you compare the success rates of two or more groups so you can display the content that is most likely to result in a successful conversion. Create a Landing Page Test Perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. There are two types of Landing Page Optimization (LPO) tests available to SearchCenter users: A URL test compares two URLs so you can see which is the most successful. A full Test&Target test compares two or more versions of your website with different content so you can see which version results in the most conversions, sales, or registrations. See Landing Page Optimization for more information. Add a Group to an Existing Test Add a group to an existing test. 1. Select the group you want to add to a test, from the Manage Groups drop-down list, click Landing Page Optimization. 2. Click the More Options drop-down list, then select Assign Existing Test. 3. Select the test you want to add the campaign to, then click Select. Edit a Test Change the test parameters at any time after you have created a test. 1. Click Automation, then click Landing Page Tests. 2. Click the test you want to edit. 3. Edit the test in Adobe Test&Target. For more information about the available options, see or Landing Page Optimization. Remove a Test Remove a test after you are finished with it. 1. Click Automation, then click Landing Page Tests. 2. Click the test you want to delete.
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3. Delete the test in Adobe Test&Target. Removing a test does not remove the group.
View Group Details

View the group details to edit the group, or view information about the campaigns in the group, such as the number of clicks, keyword cost, and so on. 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Click the group whose information you want to view. The keyword list for that group appears.
View Ads in a Group

View the ads contained in a group to edit the ads or view information about the campaigns in the group, such as the number of clicks, keyword cost, and so on. 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display. 2. Click the group whose ads you want to view. The keyword list for that group appears. 3. From the Keywords drop-down list, click Ads. The list of ads for the selected group appears. For information about working with ads, see Ads.
View Negative Keywords

View negative keywords in a group (keywords that you do not want to result in your ad being displayed). 1. To open a list of groups, do one of the following: From the main navigation menu, click Management > Groups. All groups for all accounts display. From the accounts list click <account name> > <campaign name>. The groups associated with the account display.
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2. Click the group whose ads you want to view. The keyword list for that group appears. 3. From the Keywords drop-down list, click Negatives. The list of negative keywords for the selected group appears.
Managing Placements for a Group

Manage locations on the Google Content Network, called placements, where your ad can appear. A placement can be an entire website, specific pages on the site, or even a specific ad position on a page. The Placement feature enables you to manage the cost of your ad on specific placements. This allows you to improve ad efficiency by increasing or decreasing the cost of individual ads without affecting the rest of the group. Placements and keywords targeting can be used together in a single campaign to help you target based on specific keywords on a certain site. You can also exclude placements where you do not want your ad to appear. Create a Placement for a Group Create a placement that enables you to determine the maximum CPC of your ads on specific websites or domains within the Google Content Network. 1. 2. 3. 4. 5. Click Management > Groups. Click the group for which you want to create a placement. From the Keywords drop-down list, select Placements. Click Create to display the Create Placement dialog box. Fill in the fields: Placement: Type one or more websites or domains where you'd like to place your ads. To specify multiple sites, type each new site on a separate line. Max CPC: Set the desired maximum cost per click (CPC). Click Default if you want to use the default cost for ads in the ad group. 6. Fill in the remaining fields in the window as needed, then click Save. Create a Placement Exclusion for a Group Create a placement exclusion to specify websites or domains where you do not want your ad to appear. 1. 2. 3. 4. 5. Click Management > Groups. Click the group for which you want to create a placement exclusion. From the Keywords drop-down list, select Placement Exclusions. Click Create to display the Create Placement Exclusion dialog box. In the Placement Exclusion field, type one or more websites or domains where you do not want your ads to appear. To specify multiple sites, type each new site on a separate line. 6. Click Save.
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Group Fields
Each account provides a different set of fields that can be used to set up a group. Use the following table as a reference to help you understand each field. The table includes information about how to use each settings when editing your campaigns in an external text editor or spreadsheet, as well as information about whether the field is required or optional. Field Group Description Required
The name of the group you are creating. Yes This name displays in the group lists in SearchCenter. The account for which you are creating the group. For external edits, type the name of the account as shown in the interface. Yes
Account
Status
Whether the campaign is active or paused. External editing format: Active, Paused
Yes
SKU/Product Name
The field name in your uploaded Data No Source inventory file that contains the SKUs or product names for your products. You use this field when creating or editing Inventory Management configurations. You can associate one SKU/Product Name to multiple groups (one-to-many relationship). This gives you the ability to pause or activate multiple groups with a single SKU/Product Name. You cannot assign more than one SKU/Product Name to a single group. For more information, see Creating an Inventory Management Configuration.
Secondary URL
Previous versions of the Inventory No Management feature allowed users to pause keywords related to products that are out of stock. This field has been added to this feature that allows users to retain that traffic but send them to a backup
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Field
Description landing page. For example, if a specific product is out of stock, they keyword's URL can be automatically changed to point at a more general category page. For more information, see Map SKUs or Product Names and Secondary URLs to Objects.
Required
Description Content Match (Yahoo!)
A brief statement describing the group.
No
Placement of your ad on webpages related No to the type of product or service you provide. If a potential customer visits a webpage related to your product or service, your ad might appear. External editing format: on, off
Content Match Max Bid (Yahoo!)
The maximum bid amount you are No willing to pay for Content Matching clicks for all keywords in this group. This is the default amount. You can change this amount when you create the keywords. SearchCenter uses the currency type specified by the account type. External editing format: 2.35
Sponsored Search (Yahoo!)
Whether you want to use Yahoo! Sponsored Searches. Sponsored search ads are displayed on the search engine results page when people search in Yahoo! or their partner sites. External editing format: on, off
No
Sponsored Search Max Bid (Yahoo!)
The maximum bid amount you are No willing to pay for Sponsored Search clicks for all keywords in this group. This is the default amount. You can change this amount when you create the keywords. The currency type you use depends on the account type you are using. SearchCenter uses the currency type specified by the account type.
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Field
Description External editing format: 2.35
Required
Ad Auto Optimization (Google, Yahoo!)
Whether you want to use auto No optimization. Auto optimization displays your best performing ads more often. External editing format: on, off
Max CPC
Cost per click, the maximum amount you No are willing to pay for each click. This overrides the default amount that is set in the campaign. If you set your maximum bid to a value that is less than the minimum bid that the search engine allows, SearchCenter automatically raises your bid to the minimum allowed value. External editing format: 1.05
Max Content CPC (Google)
The amount you want to bid for ads that No display on webpages in the Google content network. This setting is similar to the Yahoo! Content Match setting. External editing format: 1.05
Start Date / End Date (Bing)
The dates when you want your ad group No to be active. External editing format: 03/22/11
Negative Keywords (Google)
If any listed keywords are used in the search, no ad in your group displays. External editing format: Type the keywords in the keyword column, then type Yes in the column labeled Negative. Each keyword must be on its own line.
No
Ads
Manage ads, which are the text that users see when they search for the keywords in your campaign. Ads contain a title, some descriptive text, and a display URL. You can also create image ads for Facebook and Google.
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Ad text should be clear and concise. Although the number of characters that you can use for an ad varies among account types, it is good practice to keep your ads under 25 characters for the title and about two 35-character lines for the description. You should always check your ad after you activate it to ensure that it displays properly. Additionally, many account types have policies on proper spelling, grammar, and punctuation. For example, some search engines do not permit you to use excessive punctuation to attract attention to your ad, and reject titles like ***GR8 OFFER 4 U!!!***. However, they often allow some words to be abbreviated if the length of the title is an issue. For example, management can usually be abbreviated to mgmt as long as it is in the correct context. Consult the specific search engine documentation for all policies and regulations. If your ad is rejected, you can find a record on the denial in the Event History Log. Note: The Baidu search engine does not have separate ad objects. Baidu ads are configured when creating keywords. This section contains information about the following tasks:
Creating New Ads

Before you can manage an ad, you must create it. You can create the following types of ads: Create a New Text Ad Create a text ad that includes the ad's title, descriptive text, destination URL, and more. For information about creating a Google or Facebook image ad, see Create a New Image Ad. 1. From the main navigation menu, click Management > Ads. Or, from the accounts list, click <account name> > <campaign name> > <group name> > Ads (if groups are used). This displays only the ads that are associated with the other objects above it in the hierarchy. 2. Click Text Ad to display the Create Text Ads dialog box. Depending on the account type you use, the fields in the dialog box vary. Ad Fields describes all possible fields. In addition to the other fields, ads can be placed in custom groups. Custom groups help you manage collections of related ads, grouped and labeled according to whichever criteria best suits your business. See Custom Groups. 3. Fill out the Create Text Ads dialog box, then click Save. As you type text into the Ad Title, Description, and Description 2 text fields, SearchCenter displays a visible character count to help you ensure that they do not exceed the maximum character limit for each field. The maximum character limit varies, depending on the selected account (Google, Microsoft Bing, and so forth). Note: For Yahoo Japan accounts, Yahoo Japan reviews every new keyword and ad that is added to the system. New keywords and ads are in a "Review" state until they get approved (similar to other engines). However, you cannot edit the keywords or the ads while they are in the Review state. For this reason, if you create new keywords and ads at the engine and then immediately import them into SearchCenter, Adobe is not able to append a tracking code to them. We recommend that you wait until keywords and ads are approved by Yahoo Japan before importing them into SearchCenter.
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Create a New Image Ad Include an image in a Facebook or Google ad. Facebook images are automatically resized to 110 x 80. To prevent Facebook from changing the aspect ratio of an image, use an image that is 110 x 80. Google image ads support the following sizes in the gif, jpg, or png formats. Images that are not one of these sizes or formats are rejected. 120 x 600 160 x 600 200 x 200 250 x 250 300 x 50 300 x 250 336 x 280 468 x 60 728 x 90 Note: When you import image ads into SearchCenter, as with other ad types, a tracking code is appended to each ad's destination URL. Google sees this as a fundamental change to the ad that might require an editorial review (even if the ad was previously approved). Image ads can take significantly longer to be approved than text ads, so you might notice a delay before these ads are served. This is a result of Google policy and is not within the control of SearchCenter or the provided API. Contacting your Google account representative, if you have one, before importing image ads might result in faster review times. To create an image ad 1. From the main navigation menu, click Management > Ads. Or, from the accounts list, click <account name> > <campaign name> > <group name> > Ads (if groups are used). This displays only the ads that are associated with the other objects above it in the hierarchy. 2. Click Image Ad to display the Create Image Ads dialog box. Depending on the account type you use, the fields in the dialog box vary. Ad Fields describes all possible fields. In addition to the other fields, ads can be placed in custom groups. Custom groups help you manage collections of related ads, grouped and labeled according to whichever criteria best suits your business. See Custom Groups. 3. Fill out the Create Image Ads dialog box. As you type text into the Ad Title, Description, and Description 2 text fields, SearchCenter displays a visible character count to help you ensure that they do not exceed the maximum character limit for each field. The maximum character limit varies, depending on the selected account (Google, Microsoft Bing, and so forth). 4. Select the Image you want to use in the ad. If you've used the image in a previous image ad, it is saved in your SearchCenter Image Library. In this case, click Select from Library and choose the image.
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If you have not used the image in a previous image ad, browse to the image on your hard drive. 5. Click Save. Note: For Yahoo Japan accounts, Yahoo Japan reviews every new keyword and ad that is added to the system. New keywords and ads are in a "Review" state until they get approved (similar to other engines). However, you cannot edit the keywords or the ads while they are in the Review state. For this reason, if you create new keywords and ads at the engine and then immediately import them into SearchCenter, Adobe is not able to append a tracking code to them. We recommend that you wait until keywords and ads are approved by Yahoo Japan before importing them into SearchCenter.
Target a Facebook Ad
Target your Facebook ad so that it displays on sites where visitors are most likely to be interested in your product or services. For example, if you are advertising wedding dresses for professional women in the San Francisco Bay Area, you might target all cities with 60 miles of San Francisco, then further refine your target to engaged women between the ages of 21 and 30 who have completed college. 1. 2. 3. 4. Click Management > Accounts > the name of the Facebook account > the campaign that contains the desired Facebook ad. Select the Facebook ad you want to target, then click Edit to display the Edit Ads dialog box. In the Target Countries text box, specify your target countries. (Optional) To further refine the geo target, from the Everywhere drop-down list, select either By State/Province or By City, then specify the state, province, or city. If you select By City, you can choose whether to include other cities within a specified distance. 5. Click Additional Targeting. 6. Fill in the additional targeting parameters as desired. As you fill in targeting parameters, the Target Estimate field changes to show the number of Facebook users who fall within your target. Available targeting parameters include: Age: Specify a range of ages who will see your add, between 13-65 or any age. Birthday: Target visitors on the birthday they have entered in their Facebook account. Gender: Target men, women, or both. Likes and interests: Target users who have entered the specified interests. Education: Target users who are in high school, in college, or have graduated from college. Workplace: Target users who list a specific company as their workplace. Relationship: Target users who are either single, in a relationship, engaged, or married. Interested in: Target users who are interested in men, women, or both. Languages: Target users who speak the specified language. Connections: Target users who are connected to someone or something, users who are not connected to someone or something, or users whose friends are connected to someone or something. 7. Click Save when you have finished.
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Copy an Ad
Copy an ad from one Bing or Yahoo campaign to another in either engine. You can also copy an ad within a Google campaign or between Google campaigns. This enables you to centralize ad management in SearchCenter so you don't need to edit the ads in each search engine. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create. The SearchCenter copy feature helps with the copy process and reduces the time required to copy items between accounts. Because each account type uses different settings and has different editorial guidelines, information does not always copy perfectly from one type to another. Individual errors might occur that need to be addressed manually before copied items work correctly in the new account. To copy an ad 1. From the main navigation menu, click Management > Groups. 2. Click the group containing the ad you want to copy. 3. From the Keywords drop-down list, click Ads.
4. Select the ads you want to copy. 5. From the More Actions drop-down list, click Copy. 6. Set the options in the Copy Ads dialog box as desired, then click Save. The following sections explain which parameters are copied between search engine accounts: Copying a Yahoo Ad to Yahoo or Bing Table showing where the attributes of a Yahoo ad are copied into Bing or another Yahoo ad. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Yahoo title
To Yahoo title
To Bing title
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From Yahoo description1
To Yahoo description1
To Bing description Yahoo's description1 and description2 are combined to form the Bing description.
description2 dest_url
description2 dest_url dest_url Because this attribute is copied, the keyword URL overrides are not copied.
display_url name status content_match_quality_score editorial_status sponsored_search_quality_score
display_url name status
display_url
status
Copying a Bing Ad to Bing or Yahoo Table showing where the attributes of a Bing ad are copied into Yahoo or another Bing ad. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Bing title
To Bing title
To Yahoo title title is also copied to the Yahoo name field if it is unique. Otherwise, the title is incremented and copied as title_increment.
description1
description1
description1
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From Bing dest_url
To Bing dest_url
To Yahoo dest_url Yahoo copies the dest_url, unless the dest_url is the same as the host URL in the paramx parameter of the first keyword in the group containing the ad, in which case the paramx host URL is copied.
display_url status
display_url status
display_url status
Copying a Google Ad Table showing where the attributes of a Google ad are copied to another Google ad. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create.
From Google title description1 description2 dest_url display_url status exemption_request
To Google title description1 description2 dest_url display_url status exemption_request
Edit an Ad
Change the settings for an ad. 1. To open a list of ads, do one of the following: From the main navigation menu, click Management > Ads.
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All ads for all accounts display. From the accounts list click <account name> > <campaign name> > <group name> > Ads (if groups are used). Displays only the ads associated with the other objects above it in the hierarchy. 2. Select the ad you want to edit. 3. Click Edit, then change the desired details of the ad. The available details depend on the account type you are using. See Ad Fields for details about each possible field. 4. Click Save.
Pause an Ad
Pause an ad to temporarily deactivate the ad without erasing the data. 1. To open a list of ads, do one of the following: From the main navigation menu, click Management > Ads. All groups for all accounts display. From the accounts list click <account name> > <campaign name> > <group name> > Ads (if groups are used). Displays only the ads associated with the other objects above it in the hierarchy. 2. Select the ad you want to pause. 3. Click Pause. Or Click Edit, select Paused from the Status drop-down list, then click Save.
Activate a Paused Ad
Activate a paused ad to resume the collection of data for that ad. 1. To open a list of ads, do one of the following: From the main navigation menu, click Management > Ads. All ads for all accounts display. From the accounts list click <account name> > <campaign name> > <group name> > Ads (if groups are used). Displays only the ads associated with the other objects above it in the hierarchy. 2. Select the ad you want to activate. 3. Click Resume. Or Click Edit, select Active from the Status drop-down list, then click Save.
Delete an Ad
Delete an ad at any time to delete it and all data associated with the ad. 1. To open a list of ads, do one of the following:
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From the main navigation menu, click Management > Ads. All ads for all accounts display. From the accounts list click <account name> > <campaign name> > <group name> > Ads (if groups are used). The ads associated with the account display. 2. Select the ad you want to delete. 3. Click Delete. 4. Click Yes to confirm that you want to delete the selected ad and all associated data.
Testing an Ad
In Google, Microsoft, Yahoo!, and Facebook accounts, you can test an ad to measure its success. Testing ads helps you compare the success rates of two or more ads so you can display the content that is most likely to result in a successful conversion. Creating a Landing Page Test Perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. There are two types of LPO tests available to SearchCenter users: A URL test compares two URLs so you can see which is the most successful. A full Test&Target test compares two or more versions of your website with different content so you can see which version results in the most conversions, sales, or registrations. See Landing Page Optimization for more information. Add an Ad to an Existing Test Add an ad to an existing test. 1. Select the ad you want to add to a test, from the Manage Ads drop-down list, click Landing Page Optimization . 2. From the More Options drop-down list, select Add to Existing Test. 3. Select the desired test, then click Select. Edit a Test Change the test parameters at any time after you have created a test. 1. Select the ad you want to edit, from the Manage Ads drop-down list, click Landing Page Optimization . 2. Click the test you want to edit. 3. Edit the test in Adobe Test&Target. For more information about the available options, see or Landing Page Optimization. Remove a Test Remove a test after you are finished with it. 1. Select the ad you want to remove, from the Manage Ads drop-down list, click Landing Page Optimization . 2. Click the test you want to delete.
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3. Delete the test in Adobe Test&Target. Note: Removing a test does not remove the ad.
View Ad Details
View the details for an ad to edit the ad or view information about the keywords in the ad, such as the number of clicks, keyword cost, and so on. 1. To open a list of ads, do one of the following: From the main navigation menu, click Management > Ads. All ads for all accounts display. From the accounts list click <account name> > <campaign name> > <group name> > Ads (if groups are used). The ads associated with the account display. 2. If the ad can be clicked, click it to drill down to the next level of information.
Manage Ad Bids
Manage ad bids for search and content. 1. 2. 3. 4. Click Management > Ads. From the Manage Ads drop-down list, click Bid Automation. Select the ad whose bids you want to manage. From the More Actions drop-down list, click Assign New Bid Rule to create a new bid rule, or click Assign Existing Bid Rule to add the ad to an existing bid rule. 5. Follow the detailed instructions in Bid Rules to create or manage your bid rules.
Ad Fields
Each account type provides a different set of fields that can be used to set up an ad. Use the following table as a reference to help you understand each ad field. The table includes information about how to use each setting when editing your ads in a spreadsheet or text editor, as well as information about whether the field is required. The table is organized in alphabetical order. The actual arrangement of the fields depends on the type of account the ad is used in. Field Account Ad Title/Title Description The account where the ad appears. Required Yes
The heading that displays on the ad. Ads Yes should be no more than approximately 25 characters (including spaces). SearchCenter lists ads by title.
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Field
Description If you want to create ads that use the keyword that the user types in the ad, some account types support dynamic keywords. For example if you create an ad title: Get the latest {keyword} , then the user types running shoes , your ad says Get the latest running shoes . If the user types footwear then your ad says Get the latest footwear . The following are examples of the text you need to type to use dynamic keywords: Yahoo! - Get the latest {KEYWORD:shoes} (uses shoes if the keyword is too long for title) Google - Get the latest {keyword: shoes} (uses shoes if the keyword is too long for title) Bing - {keyword} Bulk edit format: Type this exactly as you would in the interface.
Required
Additional Targeting
Contains several additional targeting parameters so you can specify who sees your Facebook ad. Options include: Age: Specify an age range to target. Birthday: Target people on their birthdays. Gender: Specify the gender to target: Both, Male, or Female. Likes and Interests: Specify a keyword to target by typing the keyword and then selecting the keyword from the list that displays. You can repeat this process to add multiple keywords. Click the red X to delete a keyword. Education: Use the drop-down list to choose an education level to target: All, In High School, In College, College Grad.
No
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Field
Description Workplaces: Specify a workplace to target by typing the text and then selecting the desired workspace from the list that displays. You can repeat this process to add multiple workplaces. Click the red X to delete a workspace. Relationship: Specify the desired relationships to target: Single, In a relationship, Engaged, and Married. Interested in: Specify targets that are interested in: All, Men, or Women. Languages: Specify a language to target by typing the target and then selecting the desired language from the list that displays. You can repeat this process to add multiple languages. Click the red X to delete a language. Connections: Specify connections to target. You can target users who are connected to the specified connection, users who are not already connected to the specified connection, or users whose friends are connected to the specified connection. Specify a connection to target by typing the connection and then selecting the desired connection from the list that displays. You can repeat this process to add multiple connections. Click the red X to delete a connection. Custom Groups: Select a custom group from the drop-down list or type a custom group in the text box, then click Assign.
Required
Bid Type
Specifies the type of bid, such as Clicks (CPC) or Impressions (CPM). A campaign with which this ad is associated.
Yes
Campaign
Yes
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Field Custom Group(s)
Description
Required
Custom groups that the ad belongs to. No Custom groups allow you to classify your ads into specific groups. Short descriptive text that displays Yes beneath the title of your ad. It should be concise and use proper punctuation and grammar. Descriptions generally should not be more than two 35-character lines. You can use dynamic keywords in descriptions. See the information under Title.
Description
Description 2 Destination URL
The second line of the Google description. Yes The location where your visitor goes Yes when your ad is clicked. This might differ from your display URL. The destination URL must begin with http:// or https://. External editing format: http:// www.mysite.com
Display URL
The URL that displays under your ad. It Yes must not begin with http://. The reason why your ad should not be disqualified if it seems to break the Google ad rules. When Google reviews your ad content, they might disqualify your ad if it uses poor grammar, incorrect spelling, or punctuation that makes your ad stand out from other ads. An ad can also be disqualified if it uses a phrase that has been trademarked. You can use this field to explain why Google should not reject your ad. No
Exemption Reason (Google)
Group
The group the ad belongs to.
No
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Field Image
Description
Required
Specifies the image to use in a Facebook No or Google image ad. Facebook images are automatically resized to 110x80. To prevent Facebook from changing the aspect ratio of an image, use an image that is 110x80. Google image ads support the following sizes in the gif, jpg, or png formats. Images that are not one of these sizes or formats are rejected. 120 x 600 160 x 600 200 x 200 250 x 250 300 x 50 300 x 250 336 x 280 468 x 60 728 x 90
Link Type
For Facebook accounts, choose an option from the drop-down list: External Destination URL: Specify the Destination URL as explained in Destination URL above. Facebook Location: Specify Page, Application, or Event from the drop-down list.
Max Bid Name
Specifies the maximum bid.
Yes
A name that is separate from the title. Yes This field is used to keep track of different ads with the same title. SearchCenter lists ads by title. Any keywords that, when typed, ensure No that your ad does not display. When editing ads for certain account types in a spreadsheet or text editor,
Negative Keywords
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Field
Description negative keywords might display in the Match Type column with a match type of negative.
Required
Status
Select Active or Disabled. External editing format: Active, Disabled
Yes
SKU/Product Name (Facebook)
The field name in your uploaded Data No Source inventory file that contains the SKUs or product names for your products. You use this field when creating or editing Inventory Management configurations. You can associate one SKU/Product Name to multiple Facebook ads (one-to-many relationship). This gives you the ability to pause or activate multiple ads with a single SKU/Product Name. You cannot assign more than one SKU/Product Name to a single Facebook ad For more information, see Creating an Inventory Management Configuration.
Secondary URL (Facebook)
Previous versions of the Inventory No Management feature allowed users to pause keywords related to products that are out of stock. This field has been added to this feature that allows users to retain that traffic but send them to a backup landing page. For example, if a specific product is out of stock, they keyword's URL can be automatically changed to point at a more general category page. For more information, see Map SKUs or Product Names and Secondary URLs to Objects. Specifies the target country for your Yes Facebook ad. You can further refine the target location by selecting a state or province, or by selecting a city and
Target Countries
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Field
Description specifying a distance range from the specified city where the ad appears.
Required
Target Estimate
Shows the estimated number of users who No will see your Facebook ad, based on your specified target parameters, and suggests bid amounts. To select a bid amount, click it and it is placed in Max Bid field. See Ad Title/Title, above.
Title
Keywords
Manage keywords, which are the terms typed by a user that trigger your ads to appear. Whether your ads appear when a keyword is used depends on how high you bid on that keyword compared to other bidders. The more you bid, the more likely your ad is to display when a user searches for that keyword. For some account types, the amount you bid might not be the amount you pay. If you are the highest bidder, you might pay only slightly more than the next highest bidder. If you are not the highest bidder, you generally pay the amount you have bid per click, but your ad only displays proportionally based on the amount you bid compared to the amount paid by the highest bidder. Also, for some account types, if you bid below a specific amount (usually five to ten cents per click, U.S. currency), your ad never displays. When you create keywords, you can set the amount you want to bid. This overrides the default amount that is associated with the campaign. For account types that do not support campaigns, the maximum cost per click (Max CPC) can only be set in the keywords. Note: Baidu keywords are unique from keywords in other account types. In Baidu, you configure the ads with the keywords. Baidu does not support ad objects. This section contains information about the following tasks:
Create a Keyword
Before you can manage a keyword, you must create it. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all accounts. From the accounts list click <account name> > <campaign name> > <group name> (if groups are used) or <ad name> (if groups are not used). This displays only the keywords that are associated with the other objects above it in the hierarchy. 2. Click Create to display the Create Keywords dialog box.
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Depending on the account type you use, the fields in the Create Keywords dialog box vary. Keyword Fields describes all possible fields. 3. Type one or more keywords in the Keyword field. You can create multiple keywords at once by typing each keyword on a separate line. Keywords can contain multiple words. 4. Fill out the rest of the Create Keywords dialog box with the details about the keywords you are creating. 5. Click Save. Note: For Yahoo Japan accounts, Yahoo Japan reviews every new keyword and ad that is added to the system. New keywords and ads are in a "Review" state until they get approved (similar to other engines). However, you cannot edit the keywords or the ads while they are in the Review state. For this reason, if you create new keywords and ads at the engine and then immediately import them into SearchCenter, Adobe is not able to append a tracking code to them. We recommend that you wait until keywords and ads are approved by Yahoo Japan before importing them into SearchCenter.
Copy a Keyword
Copy a keyword from a Bing or Yahoo campaign to another in either engine, or within or between Google accounts. This allows you to centralize keyword management in SearchCenter so you don't have to manage them in each account. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create. The SearchCenter copy feature helps with the copy process and reduces the time required to copy items between accounts. Because each search engine uses different settings and has different editorial guidelines, information does not always copy perfectly from one engine to another. Individual errors might occur that need to be addressed manually before copied items work correctly in the new engine. To copy a keyword 1. 2. 3. 4. 5. From the main navigation menu, click Management > Groups. Click the group containing the keyword you want to copy. Select the keywords you want to copy. From the More Actions drop-down list, click Copy. Set the options in the Copy Keywords dialog box as desired, then click Save.
The following sections describe how keyword parameters are copied between each account: Copying Yahoo Keywords to Yahoo or Bing Table showing where the attributes of a Yahoo keyword are copied into Bing or another Yahoo ad. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
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From Yahoo keyword max_cpc status url advanced_match
To Yahoo keyword max_cpc status url advanced_match
To Bing keyword max_cpc status
match_type standard=exact advanced=broad
alternate_text
alternate_text
Copying Bing Keywords to Bing or Yahoo Table showing where the attributes of a Bing keyword are copied into Yahoo or another Bing campaign. Note: Not all attributes exist in all engines. Attributes that cannot be mapped from one account to another are not copied. If an attribute is not copied, or if the destination includes attributes that do not exist in the source, the attribute default is used.
From Yahoo keyword max_cpc status substparam1 substparam2 substparam3 match_type
To Yahoo keyword max_cpc status substparam1 substparam2 substparam3 match_type
To Bing keyword max_cpc status
advanced_match Set to 1 if match_type is exact and not copied if it is not.
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From Yahoo not_keywords unhandled_fields
To Yahoo
To Bing
Copying Google Keywords Table showing where the attributes of a Google keyword are copied into other account types. Note: Due to a change in Googles Terms of Service with all search management tool providers, the campaign copy feature in SearchCenter no longer directly copies Google campaigns, groups, and listings to non-Google accounts (or vice versa). Customers are encouraged to contact Google representatives directly to voice any concerns this change in policy may create.
From Google keyword max_cpc status min_cpc dest_url match_type negative exemptive_request target_type se_status
To Google keyword max_cpc status min_cpc dest_url match_type negative exemptive_request target_type
Edit a Keyword
Change one or more settings for any keyword at any time 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all search engines.
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From the accounts list, click < account name > > < campaign name > > < group name > (if groups are used) or < ad name > (if groups are not used). Displays only the keywords associated with the other objects above it in the hierarchy. 2. Select the keyword you want to edit. If you select multiple keywords, only attributes shared by the selected keywords can be changed. 3. Click Edit to edit the select keyword. The details you can change depend on the account type where the keyword is used. Keyword Fields describes all possible fields. 4. Edit the keyword details as needed, then click Save. Edited keywords are updated immediately.
Create a Negative Keyword

Create negative keywords, which are words that, when typed in a search box, do not result in your ad being displayed. 1. From the accounts list click <account name> > <campaign name> . This displays the keywords that are associated with the campaign. You can drill down to the group or ad level to see only the keywords associated with that item. 2. From the Keywords drop-down list, click Negatives.
3. Click Create to display the Create Negative Keyword dialog box. Depending on the account type you use, the fields in the Create Negative Keyword dialog box vary. Keyword Fields describes all possible fields. 4. Type one or more keywords in the Negative Keyword field. You can create multiple keywords at once by typing each keyword on a separate line. Keywords can contain multiple words. 5. Select a match type from the Match Type drop-down list. See Match Type in Keyword Fields for a description of each available match type. 6. Fill out the rest of the Create Negative Keyword dialog box with the details about the keywords you are creating. The details you specify apply to all keywords you typed in the Negative Keyword field.
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7. Click Save.
Associate Keywords with Custom Groups

Create Custom Groups to combine keywords into groups for reporting and other purposes. For more information about custom groups, see Custom Groups. You must have created the custom groups prior to adding keywords to them. To associate keywords with custom groups 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all search engines. From the accounts list, click < account name > > < campaign name > > < group name > (if groups are used) or < ad name > (if groups are not used). This displays only the keywords associated with the other objects above it in the hierarchy. 2. Select one or more keywords, then click Edit to associate an existing keyword with a custom group. Or Click Create to create a new keyword and associate it with a custom group. 3. From the Select Custom Group drop-down list, select a custom group, then type the label in the field to the right of the menu. The label can be anything you need it to be. You are not limited to selecting a label from a list of existing labels . 4. Click Assign to add the keywords to the custom group. 5. Click Save.
Pause a Keyword
Pause a keyword to temporarily deactivate the keyword without deleting it. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all search engines. From the accounts list, click < account name > > < campaign name > > < group name > (if groups are used) or < ad name > (if groups are not used). This displays only the keywords associated with the other objects above it in the hierarchy. 2. Select the keyword you want to pause. 3. Click Pause. Or Click Edit, select Paused from the Status drop-down list, then click Save.
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Activate a Paused Keyword

Activate a paused keyword to resume the collection of data for that keyword. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all search engines. From the accounts list, click < account name > > < campaign name > > < group name > (if groups are used) or < ad name > (if groups are not used). This displays only the keywords associated with the other objects above it in the hierarchy. 2. Select the keyword you want to activate. 3. Click Resume. Or Click Edit, select Activate from the Status drop-down list, then click Save.
Delete a Keyword
Delete a keyword at any time and delete all data associated with the keyword. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. This shows all keywords for all search engines. From the accounts list, click < account name > > < campaign name > > < group name > (if groups are used) or < ad name > (if groups are not used). This displays only the keywords associated with the other objects above it in the hierarchy. 2. Select the keyword you want to delete. 3. Click Delete . 4. Click Yes to confirm that you want to delete the selected keyword and all associated data.
Testing a Keyword
In Google, Microsoft, and Yahoo! search engine accounts, you can test a keyword to measure its success. Testing keywords helps you compare the success rates of two or more keywords so you can display the content that is most likely to result in a successful conversion. Create a Landing Page Test Perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. There are two types of LPO tests available to SearchCenter users: A URL test compares two URLs so you can see which is the most successful. A full Test&Target test compares two or more versions of your website with different content so you can see which version results in the most conversions, sales, or registrations. See Landing Page Optimization for more information.
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Add a Keyword to an Existing Test Add a keyword to an existing test. 1. Select the keyword you want to add to a test, from the Manage Keywords drop-down list, click Landing Page Optimization. 2. From the More Options drop-down list, select Add to Existing Test. 3. Select the test you want to add the keyword to, then click Select. Edit a Test Change the test parameters at any time after you have created a test. 1. Select the keyword you want to edit, from the Manage Keywords drop-down list, click Landing Page Optimization . 2. Click the test you want to edit. 3. Edit the test in Adobe Test&Target. For more information about the available options, see or Landing Page Optimization. Remove a Test Remove a test after you are finished with it. 1. Select the keyword you want to edit, from the Manage Keywords drop-down list, click Landing Page Optimization . 2. Click the test you want to delete. 3. Delete the test in Adobe Test&Target. Removing a test does not remove the keyword.
View Keyword Details

View the details for a keyword to edit the keyword or view information about the success of a keyword in an ad, such as the number of clicks, keyword cost, and so on. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management > Keywords. All keywords for all accounts display. From the accounts list, click <account name> > <campaign name> > <group name> (if groups are used) or <ad name> (if groups are not used). This displays only the keywords that are associated with the other objects above it in the hierarchy. 2. If the keyword can be clicked, click it to drill down to the next level of information.
Manage Keyword Bids

Manage bid rules for your keywords. 1. Click Management > Keywords. 2. From the Manage Keywords drop-down list, click Bid Automation. 3. Select the keyword whose bids you want to manage.
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4. From the More Actions drop-down list, click Assign New Bid Rule to create a new bid rule. Or Click Assign Existing Bid Rule to add the keyword to an existing bid rule. 5. Follow the detailed instructions in Bid Rules to create or manage your bid rules.
Keyword Fields
Each account type provides a different set of fields that can be used to set up a keyword. Use the following table as a reference to help you understand each keyword field. The table includes information about how to use each setting when editing your keywords in a spreadsheet or text editor, as well as information about whether the field is required. Field Account Description Required
The account where you use the keyword Yes for your ads. Select a search engine from the menu. The description of your ad. Baidu does not support separate ad objects; therefore, ad information is placed in the keyword object. Ad Description Yes
Ad Description (Baidu)
Ad Title (Baidu)
Title of your ad. Baidu does not support separate ad objects. Ad information is placed in the keyword object.
Yes
Ad URL (Baidu)
The URL where you want the user to go Yes when your ad is clicked. Baidu does not support separate ad objects; therefore, ad information is placed in the keyword object.
Alternate Text (Yahoo!)
If you use dynamic keywords when No creating your ads, you can change the text that displays in your ad from the dynamic text to the text you type in this field for the keywords you are creating.
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Field Advanced Match (Yahoo!)
Description
Required
Whether Yahoo! overrides the default Yes advanced match setting in the campaign configuration. External editing format: On, Off
Bid Rule (Baidu, Google, Yahoo!, Bing)
A rule that automatically changes your No CPC in a given situation. For example, you might change the price you pay for keywords that perform well and lower it for keywords that perform poorly. This rule applies to all keywords in the keyword field. For external editing, type the name of the rule exactly as shown in the interface.
Campaign
The campaign with which the keyword is associated. Whether Baidu displays your ad for keywords similar to the keywords you selected. For example, if flowers is the keyword you selected, Baidu might display your ad for keywords such as flower shops , bouquets , and other similar keywords.
Yes
Content Match (Baidu)
No
Custom Groups
Keyword groups used for reporting and other purposes. For more information about custom groups, see Custom Groups.
No
Destination URL
The location where your visitor goes No when your ad is clicked. This might differ from your display URL. The destination URL must begin with http:// or https://. External editing format: http:// www.mysite.com
Group (Yahoo!, Bing, Baidu, Google)
The group the keywords belong to.
Yes
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Field Keyword
Description One or more keywords used in your ad campaign.
Required Yes
Match Type (Google, Ask, Bing, Yahoo)
How closely the keyword the user types Yes for search engines that use them must match the keywords configured in SearchCenter. To provide match type reporting for Google keywords, SearchCenter requires a destination URL on every Google keyword. Use the Default Destination URL field at the Google ad group level to provide a destination URL for each of the keywords within the ad group if those keywords do not already have their own URL specified. Each account might use one or more of the following match types: Exact: Matches the keyword terms in order. Matches for common misspellings and plural forms of the keyword as well. For example, if your keyword is new truck, an Exact match also matches new trucks and new truk. Broad: If the keyword has more than one term, this matches regardless of the positioning of the keyword terms. For example, if your keyword is new truck, a Broad match matches new midsize truck. Negative: Ensures that your ad does not display if the user types any keywords listed in the keywords field. Smart: Similar to Exact. Phrase: Use to create keywords that must match an exact phrase or term. Basic: Basic Match displays your listings for singular and plural variations of your keyword. External editing format: Exact, Broad, Negative, Smart, Phrase, Basic
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Field Max CPC
Description
Required
Cost per click, the maximum amount you Yes are willing to pay for each click. This overrides the default amount that is set in the campaign. Click Use Default to use the default amount you set in the campaign settings. If you set your maximum bid to a value that is less than the minimum bid that the account type allows, SearchCenter automatically raises your bid to the minimum allowed value.
Negative Keyword
One or more negative keywords that do Yes not result in your ad being displayed when entered in a search engine. Bing variables that display in your text ads. For example, if you use three keywords-Maine hotels , Maine lodging , and Maine vacations --you can put Maine in the param 2 field. Then, when you create your text ad, you can use { param2 } as a variable in the ad. For example: The best hotels in { param2 } No
Placeholder - param 2 and param 3 (Bing)
Price Mode (Baidu)
Price set by Baidu based on the bid of the Yes bidder below you, divided by a quality score set by Baidu. If price mode is set to automatic , Baidu sets the price to a price lower than your bid price. If price mode is set to manual , Baidu uses the price you specify in the Max CPC field.
Secondary URL
Previous versions of the Inventory No Management feature allowed users to pause keywords related to products that are out of stock. This field has been added to this feature that allows users to retain
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Field
Description that traffic but send them to a backup landing page. For example, if a specific product is out of stock, they keyword's URL can be automatically changed to point at a more general category page. For more information, see Map SKUs or Product Names and Secondary URLs to Objects.
Required
SKU/Product Name
The field name in your uploaded Data No Source inventory file that contains the SKUs or product names for your products. You use this field when creating or editing Inventory Management configurations. You can associate one SKU/Product Name to multiple keywords (one-to-many relationship). This gives you the ability to pause or activate multiple keywords with a single SKU/Product Name. You cannot assign more than one SKU/Product Name to a single keyword. For more information, see Creating an Inventory Management Configuration.
Status (Google, Yahoo!, Bing)
The current status of the keyword, either Yes Active or Paused . If an object above the selected keyword in the hierarchy is paused, all keywords beneath the paused item are also paused regardless of this setting.
Using Keyword Suggestions

Use keyword suggestions to help you refine your keyword lists to reduce costs for traffic you are already receiving. SearchCenter collects all search queries from traffic associated to broad match keywords that have resulted in your ad being clicked. You can use the collected data to refine your keyword portfolio to include valuable exact match terms you are not currently bidding on. Keyword suggestions are based on broad-match keyword report data collected over time from search queries on your own site.
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Keyword Suggestions is an opt-in feature. Your report suite must be specifically configured to use keyword suggestions. Although always visible in the SearchCenter interface, you must work with your account representative to set up the feature before the necessary data is collected. This section provides information about the following tasks: Request Keyword Suggestions Request keyword suggestions for items at any SearchCenter level. You can request keyword suggestions for items at any of the following SearchCenter levels: Account Campaign Group Ad Keyword 1. Click Management and select the level where you want to request keyword suggestions. For example, click Management > Campaigns. 2. Select the item (for example a campaign or keyword) for which you want to request keyword suggestions, click the More Actions drop-down list, then click Get Suggestions. 3. Click OK to confirm that it might take up to 24 hours to generate the keyword suggestions. If you have set up SearchCenter alerts, you will be notified when the suggestions are generated. For more information, see Alerts. When the suggestions have been generated, they appear in the Manage Suggestions tab. See Approve or Decline Keyword Suggestions for more information. View Keyword Suggestions If you use keyword suggestions, add the Suggestions column to each level where you request suggestions. Click Customize Columns, double-click Suggestions in the list of available columns. Once added, you can drag the Suggestions column and drop it where you prefer it to appear. The Suggestions column lists the number of suggestions available for any item, including suggestions available for any items the selected item contains. For example, if a suggestion is available for a group, it also increases the count for the campaign and account that contain that group. Click the number to open the Manage Suggestions tab, where you can accept or decline the suggestion. When you accept or decline a suggestion (see Approve or Decline Keyword Suggestions), that suggestion is removed from the list and the number in the Suggestions column changes accordingly. Approve or Decline Keyword Suggestions Accept or decline keyword suggestions. 1. Click Management > Groups, then click the group containing the keyword suggestions you want to manage. 2. From the Manage Groups drop-down list, select Suggestion.
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The Manage Suggestions tab lists each suggestion, along with the source keyword, source group, and source campaign. 3. From the Manage Suggestions tab, select whether to accept or decline a suggestion. To accept a suggestion, select the suggestion and select the location where you want to place the keyword: from the Approve drop-down list. Add to the source group Add to a different group Add to a new group If you add the keyword to a different group or a new group, follow the on-screen prompts to select the group. To add the keyword to the source group, you can either select Add to the source group, or click Approve. Approving a suggestion creates the suggested exact-match keyword. It does not delete the original broad-match keyword. To decline the suggestion, select the suggestion, then click Disapprove. When you approve or disapprove a suggestion, that suggestion is removed from the list.
Placements
Manage locations on the Google Content Network, called placements, where your ad can appear. A placement can be an entire website, specific pages on the website, or even a specific ad position on a page. The Placement feature helps you manage the cost of your ad on specific placements. This allows you to improve ad efficiency by increasing or decreasing the cost of individual ads without affecting the rest of the group. Placements and keyword targeting can be used together in a single campaign to help you target based on specific keywords on a certain site. Placements can also be used with bid rules. See Bid Rules for more information about setting up bid rules. You can also exclude placements where you do not want your ad to appear. For information about managing placements from within a group, see Managing Placements for a Group. This section contains the following topics:
View Placements in SearchCenter

View the Placements page to view and manage locations on the Google Content Network, called placements, where your ad can appear.
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Click Management > Placements to display the All Placements page, which lists all of your placements. From the Manage Placements drop-down list, click Manage Placements to manage your placements. Click the Manage Placements drop-down list, then click Landing Page Optimization to manage LPO tests on your placements. See Landing Page Optimization. To assign bid rules to placements, click the Manage Placements drop-down list, then click Bid Automation. See Bid Rules. Note: When including placements in a bulk upload, the placement columns appear immediately following the custom groups for keywords.
Create a Placement
Create a placement to let you determine the maximum CPC of your ads on specific websites or domains within the Google Content Network. 1. Click Management > Placements. 2. Click Create to display the Create Placement dialog box. 3. In the Placement field, type one or more websites or domains where you want to place your ads. To specify multiple sites, type each new site on a separate line. 4. In the Max CPC field, set the desired maximum Cost Per Click. Click the default amount if you want to use the default cost for ads in the ad group. 5. Fill in the remaining fields as needed, then click Save. For more information about the SKU/Product Name and Secondary URL fields, see Creating an Inventory Management Configuration.
Pause or Resume a Placement

Pause an active placement or resume a paused placement. 1. Click Management > Placements. 2. Select the placement you want to pause or resume. 3. Click Pause to pause an active placement. Or Click Resume to activate a paused placement.
Edit a Placement
Edit a placement at any time to change the placement's settings. 1. 2. 3. 4. Click Management > Placements. Select the placement you want to edit, then click Edit . Make the desired changes. Click Save.
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Manage Placement Bids

Manage bid rules for your placements. 1. 2. 3. 4. Click Management > Placements. From the Manage Placements drop-down list, click Bid Automation . Select the placement whose bids you want to manage. From the More Actions drop-down list, click Assign New Bid Rule to create a new bid rule. Or From the More Actions drop-down list, click Assign Existing Bid Rule to add the placement to an existing bid rule. 5. Follow the detailed instructions in Bid Rules to create or manage your bid rules.
Delete a Placement
Delete a placement when it is no longer needed. 1. Click Management > Placements. 2. Select the placement you want to remove, then click Delete.
Custom Groups
Create custom groups to combine related keywords, ads, or placements from any campaign into useful categories and subdivisions. For example, a company that sells lamps, tools, and bedding can create three different custom groups for these three groups of merchandise. Keywords grouped in these custom groups can then be used with SearchCenter and SiteCatalyst reports to determine how much revenue each custom group generates, how much product is being sold for each custom group, and so forth. You can create labels to further sort the custom groups. For example, the company might further divide tools into power tools and hand tools. Custom groups also let you sort items by object properties. For example, a footwear manufacturer might create a custom group for shoes, but they might want to divide the shoe group into labels for men's and women's shoes. They can place the keyword shoes in the each label. They can then run a keyword report and see how many users who searched for the keyword shoes purchased women's shoes. This section contains information about the following tasks:
Create a New Custom Group

Before you can add keywords, placements, or ads to a custom group, you must create the group. 1. In the main navigation menu, click Management > Custom Groups. The All Custom Groups screen appears, showing all of your previously created custom groups. 2. Click Createto display the Create Custom Groups dialog box. 3. Fill in the fields: Custom Group: Specify a name for the new group.
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Type: Select the type of custom group: Keyword Ad Placement 4. Click Save.
Change the Name of a Custom Group

Change the name of any custom group after it has been created. 1. In the main navigation menu, click Management > Custom Groups. The All Custom Groups screen appears, showing all of your custom groups. 2. Select the desired custom group, then click Edit to display the Edit Custom Groups dialog box. 3. Change the name of the custom group, then click Save.
Edit a Label
Change the name of any label after it has been created. For information about creating a new label, see Associate Keywords with Custom Groups. 1. 2. 3. 4. In the main navigation menu, click Management > Custom Groups. Click the name of the custom group containing the label you want to edit. Select the label you want to change, then click Edit to display the Edit Labels dialog box. Change the name of the label, then click Save.
Add Items to a Custom Group

Keywords, placements, or ads are added to custom groups using the Keywords Management console in SearchCenter. You must create a custom group before you can add to it. 1. To open a list of keywords, do one of the following: From the main navigation menu, click Management , then select either Keywords , Placements , or Ads. This shows all keywords for all accounts. From the accounts list, drill down to the keyword, placement, or ad that you want to add. This displays only the items that are associated with the other objects above it in the hierarchy. 2. Select the keyword, placement, or ad, then click Edit to associate an existing item with a custom group. Or Click Create to create a new item and associate it with a custom group. 3. From the Select Custom Group drop-down list, select a custom group, and then type the label in the field to the right of the menu. The label can be anything you need it to be. You are not limited to selecting a label from a list of existing labels. 4. Click Assign to add the items to the custom group.
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5. Click Save.
View Keyword Details Within a Custom Group

View the keyword details for keywords, placements, or ads associated with a custom group to edit the item or view information about the success of an item, such as the number of clicks, keyword cost, and so on. 1. In the main navigation menu, click Management > Custom Groups. 2. Click the custom group whose information you want to view. 3. If the custom group contains labels, click the label whose associated items you want to view.
Delete a Custom Group or Label

Delete a custom group or label at any time. Deleting a custom group does not delete the items associated with the custom group or label. 1. From the main navigation menu, click Management > Custom Groups. Or To open the labels list, click Management > Custom Groups, then click the custom group whose labels you want to view. 2. Select the item you want to delete. 3. Click Delete. 4. Click Yes to confirm that you want to delete the custom group or label.
Import/Export
Export SearchCenter data to edit in an external application (spreadsheet or text editor) and then import the external files back into SearchCenter. For more information, see Viewing and Editing SearchCenter Data in an External Application.
Alerts
SearchCenter can automatically send email notifications regarding important events and errors. Each alert can be enabled or disabled, individually configured with contact email addresses, and set to notify you at your preferred interval. Alert settings apply only to the currently selected report suite. Event alerts differ from reporting alerts. Event alerts are activated when errors or other events occur in SearchCenter. Reporting alerts are activated when report metrics reach specific values. Alerts can be sent for the following types of events: Data retrieval failures Invalid logins Bulk process (FTP upload) status Transaction errors Sponsored search maximum bid changes Keyword suggestions
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Depending on your configuration, some alerts might not be available. To configure alerts 1. In the main navigation menu, click Management > Alerts. 2. Check Enable for each event for which you want to configure an alert. 3. In the Email Addresses field for each enabled alert, type the email addresses of the people who you want to receive alerts. You can enter multiple addresses, separated by commas. 4. From the Alert frequency drop-down lists, select a frequency for each enabled alert: Immediate: Sends the alert at the time of the error. Hourly: Sends a list of all errors every hour. Daily: Sends a list of all errors once a day. Weekly: Sends a list of all errors once a week. Monthly: Sends a list of all errors once a month. 5. Click Save.
Clients
Online marketing agencies who manage PPC campaigns for their clients have the option to enable additional management screens. The Clients screen shows the account, traffic, and conversion data for several clients in a summary screen. Note: This option is available only if you have an agency account. If your organization is an agency and you would like to enable these additional management screens, contact your Account Manager. To access Clients details 1. In the main navigation menu, click Management > Clients. A list of companies managed by your agency appears. 2. Click a company name to see report suite information for that company. When you click a client name, you see a list of all report suites associated with that client. 3. Manage the client's report suite as you would any other report suite.
View the Details of a Report Suite

Use the Report Suite screen to display details for each report suite that you can access. Report suites are configured by Adobe and usually correlate to a website. You can click the report suite name to access the accounts associated with the report suite. Note: This option is only available if your account is set up to use it. If you would like to enable these additional management screens, contact your Account Manager. To view report suite details
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1. From the main navigation menu, click Management > Report Suites. 2. Right-click the report suite name to access and modify objects related to the report suite. 3. Manage the client's report suite as you would any other report suite.
Landing Page Optimization

In Google, Microsoft, Yahoo!, or Facebook accounts, you can perform landing page optimization tests on a campaign, group, ad, placement, or keyword to measure its success. Testing helps you compare the success rates of two or more keywords so you can display the content that is most likely to result in a successful conversion. When setting up landing page optimization tests, you can target campaigns, locations, and experiences. There are two kinds of landing page optimization tests: URL test Targeted test This section provides information about the following tasks:
Understanding Landing Page Optimization

The Landing Page Optimization page lets you view automated information about landing page tests.
Click All to see all of your landing page tests. You can filter the list by using the search box or you can click Active to show only active landing page tests. The information displayed includes: Test name Start and end dates Status Numbers of campaigns, groups, keywords, and ads included in each test Type of test
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The numbers in the Campaigns, Groups, Ads, and Keywords columns show the numbers of tests assigned specifically for each level. The count in each column increases or decreases only when a test is assigned to or removed from that specific level. For example, if you assign a test to a keyword, the number in the Keyword column increases, but the numbers for any campaigns or groups that contain that keyword remain unchanged. The information on this page is automatically reported by Adobe Test&Target. Click a report name to open Test&Target and make changes to the test configuration.
Create a URL Test

Use a URL test to measure the performance of different versions of your landing page by testing the URL of each landing page. 1. 2. 3. 4. Click Management > Campaigns | Groups | Ads | Keywords. From the Manage <object> drop-down list, click Landing Page Optimization. Select the item you want to test. From the More Actions drop-down list, click Assign New Test to display the Landing Page Optimization with Test&Target dialog box. 5. Select Test Independent Landing Pages Using Different Destination URLs. 6. Click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 7. In the Test&Target Campaign text box, specify a name your campaign. The campaign is automatically named for the chosen campaign. You can specify a different name. 8. Select when the test will start and end by clicking the start and end links and setting the desired dates. 9. Specify the destination URLs. The destination URLS are the landing pages you want to compare. You can specify two experiences to compare, or click Add Destination URL and add more landing pages to the test. 10. Click Save or Save and Approve.
Create a Targeted Test

Use a full Test&Target test to compare two or more versions of your website with different content so you can see which version results in the most conversions, sales, or registrations. 1. 2. 3. 4. 5. 6. Click Management > Campaigns | Groups | Ads | Keywords. From the Manage <object> drop-down list, click Landing Page Optimization. Select the item you want to test. From the More Actions drop-down list, click Assign New Test. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site. Click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 7. In the Campaign text box, specify a name your campaign. The campaign is automatically named for the chosen campaign. You can specify a different name. 8. (Optional) Click Target This Campaign, then select from the targeting options.
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For more information, see Setting Targeting Rules 9. Select a campaign type, the start and end dates for the test, and a priority. You can choose from the following campaign types: A/B...N Campaign: Compare two or more versions of your website content to see which best lifts your conversions, sales, or registrations. Landing Page Campaign: All campaigns, except the landing page campaign, display the same content the visitor saw when he or she last visited. The landing page campaign allows you to use targeting to override this feature and show unique content to the same visitor if arriving from different ads or sources. Monitoring Campaign: Monitor your website performance over many months. You can track conversions, steps, and segments as usual. 10. Select at least one location on the page where you want the content to display. The available locations are defined by mboxes (or marketing boxes) on the webpage before you create the test. When selecting a location, you can click Target This Location, then select from a number of targeting options to target the location to the visitors you want to see the campaign. For more information, see Setting Targeting Rules. 11. Create experiences. Experiences are the content that appears in the locations on your page where you want to target content to different customers. They can be graphics, text, or even entire webpages. To create an experience, name it, then specify the URL for the content you want to appear. You can specify two experiences to compare, or click Add Experience and add more experiences to the test. When creating an experience, you can click Target This Experience, then select from a number of targeting options to target the experience to the visitors you want to see the campaign. See Setting Targeting Rules. 12. Click Select / Create Offer to select or create the content you want to appear in each experience. 13. Specify a name for the conversion or other success metric, and select one or more mbox locations where the success event takes place. A conversion is the final desired step you want a visitor to your site to take, such as completing a purchase or finishing a survey. The success of the site is based primarily on the number of conversions that take place. To choose a different metric, click Capture Engagement and select the desired engagement metric from the drop-down list. To add another mbox, click Add Location. You can also measure the success metrics that measure the success of the content. Click Add Success Metric for each step you want to include. 14. Set up any segments you want to define by clicking Add Segment and defining the segment as desired. Segments allow you to add conditions in a number of categories to specify exactly the segment you want to target. Refer to the Test&Target help for more information about segments. 15. Click Save or Save and Approve.
Setting Targeting Rules

Use targeting rules to determine which visitors will see the content defined in a selected test.
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Targeting is a key element of targeted Landing Page Optimization tests for campaigns, groups, ads, and keywords. For information about specific targeting parameters, see the following topics: Set the Percentage of Visitors Included in a Campaign Set the percentage of visitors to be included in the campaign or test, which defines the total percentage of your qualifying visitors who will see one of the recipes of this campaign. The remaining percentage of users will see the default content for the mbox. For example, if you set percentage to 70%, and 100 customers qualify for the targeting conditions of this campaign, 70 customers will see the one of the recipes (either offer A, B, C, etc.) 30 customers will see default content. Note: When you create a new campaign or test, the default setting is for 100% of visitors to be included. Visitors excluded from the campaign will continue to be excluded from that particular campaign for the duration of that session and all future sessions. You can also choose to target a percentage of your traffic to a recipe. At the recipe level, click on the population target icon. An option to choose percentage appears. To set the percentage 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. In the Name Your Campaign section, click Target This Campaign. Or In the Create Experiences section, click Target This Experience. 6. Set the percentage of visitors to include in the test. 7. Click Done.
Target an Mbox Target the mbox where content will appear. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test
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4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. From the Location drop-down list select the mbox where you want the content to appear. You'll find Location lists in the Name Your Campaign section after clicking Target this Campaign, the Pick Locations For Your Campaign section, the Create Experiences section, and the Choose Conversion or Other Success Metrics section. When you select a location, the Add Location option appears at the bottom of the Targeting section. 6. (Optional) Specify additional locations by clicking Add Location and selecting the new locations. 7. Click Done. Target Based on Site Pages Target visitors who view various types of pages on your website. You can target visitors who view any of the following types of pages: Current Page: The page the user is currently on, which is the page that contains an mbox in the campaign. If you target at the campaign level, this could be a page with an mbox that you are using to define entry conditions, or a page that displays content. If you are targeting by experience, then the current page is the page that the display mbox is on. For Success metric or conversion targeting, then it is the page that those mboxes are on. Previous Page: The page the user was on before clicking to the current page. (Note that the user has to click from the previous page to the current page for the page to be tracked. The previous page is not tracked if the user types a new URL in the browser.) The actual content of this page depends on the design of your site. For example, if the current page displays information about a specific item, the previous page might be a category page where the visitor selects the specific item (such as a page displaying several cameras of a certain type), or it might be the home page that leads to the final page. Landing Page: The landing page is the first page the visitor sees when accessing your site. For example, if the visitor clicks a link on Google that leads to a category page, then the category page is the landing page. If the link leads to your home page, then the home page is the landing page. The landing page is remembered for the visitor's session. You can target deeper in the site based on what the visitor's landing page was in this session. Mbox: The mbox you are targeting on. For example, if you want to count orders with an orderTotal of $100 or more, you would pass orderTotal as an mbox parameter with that targeting specified here. To target based on site pages 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. 6. Click Site Pages. 7. From the Current Page drop-down list, select an option: Current Page
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Previous Page Mbox Landing Page
8. From the second drop-down list, select the parameter you want to use to identify the page: URL Domain Query Add a Parameter
If you selected Mbox in the previous step, choose from a list of mboxes. 9. From the Contains drop-down list, choose an evaluator. For example, if you want to target visitors from pages with a domain name other than mydomain.com, select Does Not Equal. 10. In the field provided, type the text used to identify the page. For example, if you want to target visitors from pages with a domain name other than mydomain.com, type mydomain.com after selecting Does Not Equal. 11. If you want to use additional conditions, click Add Condition and set the next condition. Multiple conditions are evaluated using And logic. 12. Click Done. Target Based on Visitor Behavior Target your campaign based on visitor behavior. For example, you can target based on the number of conversions by a visitor, the visitor's browser, the visitor's operating system, or other user profile parameters. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. 6. Click Visitor Behavior. 7. From the User Profile Parameters drop-down list, choose a user profile parameter. Depending on the parameter you choose, the evaluator drop-down list might appear. Select an evaluator and type the desired text. 8. (Optional) Click Add Condition to further refine the target sources by adding at least one more visitor behavior. 9. Click Done.
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Target Based on Traffic Sources Target your campaign based on how the visitor accesses your site. For example, you can target based on the visitor's browser, search engine, or the referring landing page. The referring landing page is the page that you clicked from to reach the current site this session. (For example, if you click on an ad on Google and it leads you to the adobe.com home page, then the referring landing page is google.com.) You can combine multiple traffic sources to create a complex targeting rule. To target based on traffic sources 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. 6. Click Traffic Sources. 7. (Optional) To target visitors from a specific search engine, select the search engine from the drop-down list. You can target visitors from any of the following engines: Google Microsoft Yahoo 8. (Optional) To target visitors by search engine query, select Search Engine Query, then select an operator and type the query. 9. (Optional) To target visitors based on the referring landing page, select one of the referring landing page options, then select an operator and type the landing page information. You can target visitors based on the referring landing page URL, domain, or query. 10. (Optional) Click Add Condition to further refine the target sources by adding at least one more traffic source. 11. Click Done. Target Based on Social Media Sources Target your campaign based on how the visitor accesses your site using a social media source, such as Facebook or Myspace. You can combine social media sources to create a complex targeting rule. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test
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4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. 6. Click Social. 7. (Optional) To target visitors from a specific social media source, select the source from the drop-down list. You can target visitors from any of the following sources: Digg Facebook Myspace Twitter Yahoo 8. (Optional) To target visitors by URL shorteners, select From Url Shorteners. 9. (Optional) Click Add Condition to further refine the target sources by adding at least one more social media source. 10. Click Done. Target Based on Success Metrics Target your campaign based on the following success metrics: entry and conversion. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. 6. 7. 8. 9. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. Click Success Metric. Choose the desired success metric, then the evaluator (either Seen or Not Seen). (Optional) Click Add Condition to further refine the target sources by adding at least one more success metric. Click Done.
Target Based on Your Saved Target Library Target your campaign based on your saved target library. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test
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4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. 6. 7. 8. 9. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. Click Target Library. Select the saved target you desire. (Optional) Click Add Condition to further refine the target sources by adding at least one more condition. Click Done.
Target Based on Mobile Target your campaign based on mobile device attributes. For example, you can target your campaign based on device vendor, device model, screen size, OS, Web browser, and so forth. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI. 5. 6. 7. 8. 9. From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. Click Mobile. From the Most Popular drop-down list, select the attribute you desire. (Optional) Click Add Condition to further refine the target sources by adding at least one more attribute. Click Done.
Target Based on Suite Segment Target your campaign based on Suite Segment. For example, you can target your campaign based on first-time visit, visits with five previous visits from the same user, visits from Facebook, visits that lasted longer than ten minutes, visits from purchasers, and so forth. 1. When managing campaigns, groups, ads, or keywords, from the Manage <object> drop-down list, click Landing Page Optimization. For example, if you are managing keywords, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Test 4. Select Customize and Test Content in Targeted Mboxes on Pages Throughout Your Site to add the item to a new targeted test, then click Launch Test&Target. Note: Adobe Test&Target opens; you are no longer in the SearchCenter UI.
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5. 6. 7. 8. 9.
From desired section of the screen, click Target This Campaign, Target This Location, or Target This Experience. Click Suite Segments. From the Choose a Segment drop-down list, select the segment you desire. (Optional) Click Add Condition to further refine the target sources by adding at least one more attribute. Click Done.
View Landing Page Test Reports

View a landing page test report in Test&Target. 1. In Test&Target, click the Campaigns tab. 2. Select the campaign from the Campaigns list. 3. Click Reports.
Test Landing Page Reporting

Test your landing pages to make sure they are reporting correctly. 1. 2. 3. 4. 5. 6. 7. Query a keywords in a search engine. Click the ad. Note which landing page the ad leads you to. Clear your cookies. Query the keyword again. Click the ad. Confirm that you landed on the second landing page. The second landing page will not necessarily appear every other time, but if it does not appear after five or six queries, troubleshoot your landing page test. When troubleshooting the test, make sure the test is approved, the destination URL is correct, and that there are no typos in the destination URL. 8. Go to Reports in Test&Target. Click Campaigns, select the campaign from the Campaigns list, and then click Reports. Make sure the date range for the report is Today and the counting methodology is Visitor. 9. Confirm that there are two clicks (or however many you queried) in the report.
Push a Landing Page Optimization Test Winner

If you use the SearchCenter integration with Test&Target to test Landing Page Optimization, you can push the winner of the test to make it active on your site. 1. Click Reporting > Advanced Reporting > Landing Page Tests. 2. Locate the test whose winner you want to push and click + to display the test details. 3. Click Push Winner ( ) next to the experience you want to push. 4. Click Yes to confirm that you want to push that experience.
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Automation
Use SearchCenter tools to automate your search marketing efforts.
Bid Automation
Bid Automation lets your create and manage bid rules and optimize scenarios to improve your keyword results.
Bid Rules
Define bid rules that automatically change your keyword bids for specified situations. You create your own bid rule algorithm and you can build your own bid logic to be as simple or as complex as you need it to be. For example, you might want to increase the price you pay for keywords that perform well and lower the price for keywords that perform poorly. Or, you might want to increase or decrease your CPC based on total traffic to your website. SearchCenter lets you define rules to accomplish these tasks automatically without having to constantly update your bids manually. You can select from several best-practice bid rule templates or create custom rules based on key conversion events and calculated metrics relevant to your business. Note: Facebook does not support template bid rules or custom bid rules that use the Average Position metric. This section contains information about the following tasks: Open the Bid Rules Manager Use the Bid Rules Manager to manage keyword bid rules. To open the Keyword Bid Rules Manager, click Automation > Bid Automation.
The Bid Rules Manager shows all bid strategies that have been created, the currency for each rule, and the current status. You can filter the list of bid rules to make it easier to find the rules you want to manage.
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Note: Bid strategies do not display in the Bid Rules Manager if the engine and bid rules are set up with different currencies. Click a bid strategy to view it in the editor. See Create a Custom Bid Rule for more information. Define a Rule using a Predefined Template Select a predefined, plug-and-play bid rule designed by SearchCenter consultants using common best practices. There are three bid rule templates: Cost per... ROAS Position If you select Cost per, you can choose the metric to use. Note: Facebook does not support template bid rules. To create a rule using a predefined template 1. 2. 3. 4. Click Automation > Bid Automation. Click Bid Rule to display the Select a Bid Rule Option dialog box. Click Use Template. Fill in the fields: Bid Rule Name: Specify a name for the bid rule. Select Template: Select the metric you want to use. You can select Cost per, ROAS, or Position. If you select Cost per, a second drop-down list lets you choose any metric relating to an existing "Cost per" calculated metric on your account. If you select Cost Per, you can base the template on any calculated metrics that use the format Keyword Cost/EventX. If you don't see a metric you want to use as a "Cost Per" template in the metrics drop-down, create an associated global calculated metric, then the metric will be available for a template. CPC Goal: Specify a goal for the chosen metric. Rule Currency: Specify the currency used for the rule. Max Bid: Specify the maximum bid. Min Bid: Specify the minimum bid. When an Action is Performed, Send an Email To: Specify an optional email address of the person to contact when notifications are sent. You can specify multiple email addresses by using commas ( , ) or semicolons ( ; ) to separate the addresses. 5. (Optional) Click Bid Trigger, then specify when the rule will run. See Bid Trigger. 6. (Optional) Click Bid Logic and adjust the target amounts. See Bid Logic. 7. (Optional) Click Day Part Override and set up your day parting.
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See Day-Part Override. 8. (Optional) Click Special Events. See Special Events. 9. Click Save. Create a Custom Bid Rule Create a custom bid rule based on key conversion events and calculated metrics relevant to your business. 1. 2. 3. 4. Click Automation > Bid Automation. Click Bid Rule to display the Select a Bid Rule Option dialog box. Click Use Custom. Fill in the fields: Bid Rule Name: Specify a name for the bid rule. Rule Currency: Specify the currency used for the rule. Max Bid: Specify the maximum bid. Min Bid: Specify the minimum bid. When an Action is Performed, Send an Email To: Specify an optional email address of the person to contact when notifications are sent. You can specify multiple email addresses by using commas ( , ) or semicolons ( ; ) to separate the addresses. 5. (Optional) Click Bid Trigger, then specify when the rule will run. See Bid Trigger. 6. (Optional) Click Bid Logic and adjust the target amounts. See Bid Logic. 7. (Optional) Click Day Part Override and set up your day parting. See Day-Part Override. 8. (Optional) Click Special Events. See Special Events. 9. Click Save. Bid Trigger Set up a bid trigger to determine when the bid rule runs: after a specified number of days or after one or more events occur. You can set up bid triggers when you create the bid rule or any time thereafter. Run the Rule After a Specified Number of Days Configure the Bid Trigger to run the rule after a specified number of days. 1. 2. 3. 4. Click Bid Trigger to open the Bid Trigger options if they are not already open. Select Run this rule every ___ day(s). In the box provided, type the number of days. Click Save.
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Run the Rule After Events Occur Configure the Bid Trigger to run the rule after events occur. 1. Click Bid Trigger to open the Bid Trigger options if they are not already open. Bid rule event triggers are evaluated once a day and run if the criteria has been met. For example, if you set the bid rule to run after 100 clicks, then the bid rule is evaluated at the usual time and if at least 100 clicks have been recorded, the rule runs and the counter is reset. The bid rule does not run until the usual time, even if the criteria is exceeded before the time when bid rules usually run. If 100 clicks have not yet been recorded by the usual bid rule run time, the rule does not run and the counter continues to record clicks. The next time the bid rule is evaluated, it runs if at least 100 clicks have been recorded since the rule was set. 2. 3. 4. 5. 6. Select Run This Rule Based on the Following Event Criteria. Select a metric from the metric drop-down list. Select an operator from the operator drop-down list. Type a value to complete the criteria. (Optional) Click Add Criteria, then specify additional criteria. To run the rule after all criteria are met (AND logic), select ALL from the Run when drop-down list. To run the rule after any criteria are met (OR logic), select ANY from the Run when drop-down list. 8. Click Save. Bid Logic Set up bid logic to determine what action is taken after specified action set criteria are met. For example, you might increase your bid by 10% when ROAS is greater than 500, or you might disable a keyword if revenue equals zero and the cost is greater than 100. Setting up bid logic consists of three tasks: Set the Data Evaluation Period Set the data evaluation period to determine the amount of data the bid rule evaluates. You can select to evaluate data based on the bid trigger or on a specified number of days of previous data. Configure Thresholds Configure thresholds to help you refine bid rule templates by giving you the ability to set the benchmarks you want to achieve. When you select your template, you specify a goal. This goal is the target you want to achieve. The template bid rules automatically adjust your bids to push you closer to the targets set in the template action sets. The templates automatically set the thresholds based on your goal. However, you can manually configure the thresholds if the thresholds set by the template are not acceptable. You can view the action sets for each template to see the actions configured by the bid rule templates. The values in the action set change automatically to reflect the thresholds that have been set. The following topics contain more information: Performance Benchmarks Performance benchmarks monitor conversion efficiency to determine what actions the bid rule takes to keep you as close as possible to your acceptable range.
7. Select whether to run the rule when all criteria are met or when any criteria are met.
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For example, if you choose the Cost Per Click template and set your goal to 3, your highest acceptable cost per click is three dollars (assuming your currency is set to dollars). The thresholds are automatically calculated, as shown in the figure below.
As long as your performance is between the lowest acceptable CPC and the highest acceptable CPC, performance is considered acceptable and your bid is not changed. Once performance is not within that range, however, the performance is no longer acceptable and the bid changes to push performance closer to your acceptable range. For example, "Very Low CPC" means you are paying a lot less per click, but this might mean that you are getting less traffic and making less money from the keyword. As a result, SearchCenter raises your bid to drive your CPC closer to the goal of three dollars. Average Position Borders Average position borders calculate your average position on the page based on the goal you set when choosing the template. These thresholds are used only by the Cost Per and the ROAS templates. The higher your position, the less you should increase your bid. For example, if your CPC falls into the Very Low CPC range, the template increases the bid. Depending on the position defined by the Average Position Borders, it increases the bid faster the lower the position. The template does not necessarily target one of these Average Position Borders specifically. While creating bid rules, you can choose to automatically increase the minimum bid on keywords for Google or Microsoft Bing accounts to make your ad or search result eligible to display on the first page of the search engine's results Zero Conversion Cost Tolerances Zero conversion cost tolerances show the costs you are willing to accept for bids that do not result in conversions. The bid rules adjust your bid as it crosses each threshold to push it closer to an acceptable non-converting cost. Long Tail CTR Requirements Long tail CTR requirements, combined with the average position borders, determine how aggressively the rule increases the bid to test the conversion potential of keywords that do not have any conversions, but have some click-thru rate and a keyword cost in the low cost tolerance range. View and Configure Action Sets Combine criteria in an action set to configure complex actions. For example, you could increase CPC by 10% and make the max bid equal $2 if CPC is less than 0, average position is higher than 1.2, and average position is less than 3.5. When you use a bid rule template, the action sets are automatically configured using the goal and thresholds you specify for the template. See Performance Benchmarks for more information. When you create a custom bid rule, you configure your own action sets. The following image shows an action set that increases the CPC bid and sets the max bid when CPC is less than 0 and the last known average position is between 1.2 and 3.5. Note: Last Known Average Position is a new metric. It is a read-only value (as opposed to a data metric) that is written each time SearchCenter runs a data retrieval with any of the search engines. It is the average position for just the time frame
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of data in the last data retrieval. It provides the most recent and relevant position data possible to employ in your bid rule logic (as opposed to being forced to use averages that span multiple days or weeks). The regular Average Position metric (which has been continuously available) is based off of the data within the specified evaluation period (whether time-based or based on a metric trigger).
When using more than one action set, you can drag and drop action sets to reorder them. The action set numbers automatically update to reflect the new order. To set up a bid logic action set 1. Click Bid Logic to open the Bid Logic configuration section, if it is not already open. 2. Select a data evaluation period. You can evaluate data based on the bid trigger (see Bid Trigger) or use the data from a specified number of days. 3. 4. 5. 6. Use the Action Set drop-down lists to select a metric and an operator and to specify a value. Use the Perform Action drop-down lists to specify the action to take when the action set criteria are met. If desired, add one or more additional criteria sets. Click Save.
Day-Part Override If you know traffic to your site is lower during some parts of the day and higher during other parts, you can choose to reduce or increase your CPC and positioning for that period to efficiently manage costs. This practice, known as day-parting, is extremely useful for effectively managing bids based on the time of day. Sales and marketing activities can be focused with special campaigns around holidays or other special events. When assigned as special events, these time periods override all other settings. To improve bid efficiency according to time of day: 1. Click Automation > Bid Automation. 2. Click Bid Rule to create a new bid rule, then click Use Template or Use Custom. Or Select the bid rule you want to edit, then click Edit.
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3. 4. 5. 6.
Click Day-Part Override if it is not already open, then click Setup. Click Daily or Weekly, depending on whether you want to create a daily or weekly schedule. From the Bid Rules Modifiers pane, click and drag a rule to an hour slot on the schedule. Use the side adjustment tools to lengthen or shorten a time period. Rules cannot overlap.
7. Click Save.
Special Events Use the special event tool to let you apply a business rule to be used on a certain day. This special event setting overrides normal settings and day-part settings. 1. Click Automation > Bid Automation. 2. Create a bid rule that you want to use on the date of the special event. See Create a Custom Bid Rule or Define a Rule using a Predefined Template for information about creating a rule. Configure the rule to use the settings that you want to use on the day of the special event. You should not configure any special event setting in this rule. 3. Expand Special Events, then click Setup. 4. (Conditional) If you have not saved your rule changes, click OK when prompted to save. 5. Fill in the fields: Name: Specify a name for the special event. Start Date: Specify a start date for the special event. End Date: Specify an end date for the special event. 6. Click Add. 7. Check the boxes next to the events you want to enable. 8. Click Assign. Optimizing Bid Rules Use the Bid Automation panel in the Campaign, Ad, Group, and Keyword management screens to see all of the bid rules assigned at that level. The following sections contain more information: Open a Bid Rule Open a Bid rule. 1. In the Campaign, Ad, Group, or Keyword management screen, click the Manage <object> drop-down list, then click Bid Automation. For example, if you are in the Keyword management screen, the drop-down list is labeled Manage Keywords. 2. Click the bid rule name in the Default Bid Rule column. Create a Bid Rule for a Selected Item Create a bid rule for a selected item.
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1. In the Campaign, Ad, Group, or Keyword management screen, click the Manage <object> drop-down list, then click Bid Automation. For example, if you are in the Keyword management screen, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign New Bid Rule. See Define a Rule using a Predefined Template or Create a Custom Bid Rule for more information. Add an Item to an Existing Bid Rule Add an item to an existing bid rule. 1. In the Campaign, Ad, Group, or Keyword management screen, click the Manage <object> drop-down list, then click Bid Automation. For example, if you are in the Keyword management screen, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Assign Existing Bid Rule. 4. Choose a bid rule and click Select. Remove an Item from a Bid Rule Remove an Item from a bid rule. 1. In the Campaign, Ad, Group, or Keyword management screen, click the Manage <object> drop-down list, then click Bid Automation. For example, if you are in the Keyword management screen, the drop-down list is labeled Manage Keywords. 2. Select an item. 3. From the More Actions drop-down list, click Remove Bid Rule, then click Yes to confirm.
OptiMine Scenarios
Manage portfolio scenarios that use statistical models and keyword-level conversion data to automatically optimize keyword bids. Assignments are applied to all keywords in a Google or Microsoft Bing campaign. SearchCenter is partnering with OptiMine to provide another bid automation option as a complement to bid rules. Obsolete scenarios and assignments from the former portfolio bid automation system will be removed. Bid rules and bid rule assignments will be maintained, but the associated column in the management interface has been renamed to "Bid Strategies." The new "Bid Strategies" column combines both types of assignments because campaigns can only be assigned to portfolio scenarios or bid rules. It is not possible to have competing bid strategies (bid rules vs. portfolio strategies) assigned to the same object because it would create conflicts with automated bid changes. Note: Currently, only customers who have worked with their Account Executives to enable the OptiMine integration are able to see the functionality explained in this section. If you are interested in participating in the Controlled Release of the OptiMine integration, please contact your Account Executive to negotiate a contract addendum. The processes involved in using Optimine Scenarios include the following: 1. Work with your Account Executive to integrate SearchCenter with OptiMine.
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Note: You cannot integrate SearchCenter with OptiMine without your Account Representative configuring the integration in the SearchCenter back-end. This process can be completed in one day, but is considered only for SearchCenter clients with an approved contract addendum. You Account Executive can provide pricing details. 2. Create an OptiMine scenario using the SearchCenter interface. 3. Assign the OptiMine scenario to one or more Google or Bing campaigns. 4. The settings in the scenario are automatically passed to OptiMine on a daily basis for analysis and to perform bid optimization tasks, including changing keyword bids in Google AdWords and Microsoft adCenter. OptiMine combines conversion data from SearchCenter and traffic and cost data from Google and Bing to inform its statistical models. 5. After the integration is fully configured, Optimine retrieves and processes this data on a daily basis. Be aware that bid changes will not be immediately applied. 6. OptiMine reports the keyword bid changes back to Adobe on a daily basis. 7. SearchCenter reconciles the database to match the current bids made by OptiMine. The following sections contain more information: Create an OptiMine Scenario Create an OptiMine scenario to automatically change keyword bids based on predictive analytics. 1. Click Automation > Bid Automation. 2. Click OptiMine Scenario to display the Create Scenario dialog box. 3. Fill in the fields (note that all fields with the exception of those in the Testing section are required): Scenario Name: Specify a descriptive name for the scenario. Model Configuration: From the drop-down list, select a model configuration. The available configurations are set up by your SearchCenter representative while setting up the OptiMine integration and include conversion volume and conversion efficiency top metrics that you want to consider when optimizing keywords. For example, you could create model configurations for Return on Advertising Spend (ROAS) and Revenue or Cost Per Acquisition (CPA), and Leads. There is a limit of three configuration models that focus on two metrics each, but it is only expected that more than one model configuration will be needed in the rare event when more than one business model is included in the same report suite. For example, you might want to set up configurations for top volume (Revenue or Leads) and top efficiencies (ROAS or Cost Per Lead). These configurations focus on your business priorities and dictate which metrics become available in Metric drop-down lists that you specify during scenario configuration. Currency: Select a currency from the drop-down list for goals and constraints. When you select a currency, the options below Goals and Conversions, Optimizations, and Testing become available. Additionally, the suffixes next to certain values in the dialog box reflect the selected currency type. 4. Continue with the steps in Goals and Constraints. Goals and Constraints Specify the goals for your optimization as well as any constraints. The vast majority of scenarios will maximize conversion volume (revenue, leads, and so forth) while maintaining a conversion efficiency (ROAS, CPA, and so forth) constraint.
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The goal of optimization scenarios is usually centered around volume, for example to optimize conversion volume, which could be revenue or leads. The goals to maximize volume are usually paired with the constraint to maintain a certain efficiency. The mathematics used by OptiMine for keywords with high conversion volume is complex and includes statistical predictions and forecasting. To specify goals and constraints: 1. Complete the steps in Create an OptiMine Scenario. 2. Under Goals and Constraints, fill in the fields for high-conversion keywords. Direction: Select Maximize or Minimize. For example, if you are configuring a model configuration for ROAS, you would probably choose Maximize to maximize your budget. If you are configuring a model configuration for Cost Per Acquisition (CPA), you would probably choose Minimize to lower costs. Metric: Select a metric from the drop-down list, which will most likely be a conversion volume metric. The available metrics vary, depending on the selected model configuration and its related metrics. Add Constraint: You must add at least one constraint, which will most likely be a conversion efficiency metric. Choose a direction (Greater Than for ROAS or Less Than for CPA), a metric, and an amount in the fields that display after you click Add Constraint. OptiMine uses this information to better understand your goals. 3. Continue with the steps in Optimization. Optimization Specify simpler reaction options for keywords with low or no conversion volumes. The mathematics used by OptiMine for keywords with low conversion volume is simpler than that used for keywords with high conversion volume. This math includes the use of averages, much like for bid rules. The Optimization section helps you calculate the average value of each click, to help ensure that you cover your costs when bidding for keywords. To optimize your scenario 1. Complete the steps in Goals and Constraints. 2. Under Optimization, fill in the fields for low-conversion or non-converting keywords: Low Conversions > Max Bid: Set a bid ceiling that you are willing to bid for keywords with only one conversion per month. Low Conversions > Goal: Set the goal for low-conversion keywords to the value per click. High Cost Without Conversions > Max Bid: Specify the bid ceiling you are willing to spend for high-cost keywords without conversion. These keywords might drive a lot of traffic to your website, but they have not yet driven any conversion. You might want to increase bids on these keywords to increase visibility of your products. If you want to essentially pause keywords with high costs but low conversions, you can enter a low max bid (for example .05). Low Cost Without Conversions > Max Bid: Specify the bid ceiling you are willing to spend for keywords that do not have any significant traffic or conversion activity. Use this max bid amount to see if you can get more impressions and conversions. 3. Assign the scenario to a Google or Bing campaign. For more information, see Assign OptiMine Scenarios to Campaigns. 4. (Optional) Continue with the steps in Testing.
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Testing Use the optional Testing options to experiment with bid ranges outside historical values for keywords that usually fall in the low-conversion or no-conversion categories to see if raising bids can move them to the higher-conversion category. 1. Complete the steps in Goals and Constraints and Optimization. 2. (Optional) Click the Testing drop-down list to expand the Testing section. Note: The Testing section is collapsed by default. Most users will begin using the OptiMine Scenarios using the default configuration. Users will begin to use the testing functionality after having been trained by their SearchCenter representative and have collected more data. 3. Fill in the fields: Percent of Keywords in Test: Specify the percentage of keywords that you want to test for optimization. For example, if you have 100 keywords assigned to the scenario and you choose 50%, 50 keywords will be tested. You can specify a low percentage if you are generally pleased with your current keyword optimization strategy, or you can specify a higher percent to drastically change your current strategy. For example, if you are less concerned with revenue than you are with ROAS, you would specify a lower percentage to protect return on investment. Max Bid: Specify the maximum bid acceptable for the testing percentage increase. Bid Test Range: Specify the bid decrease and increase percentages of the current bid range that you want to test. For example, you might want to specify 50% at the low end to avoid losing too much volume and specify 200% at the upper end to give the scenario flexibility to collect more data. 4. Click Save. Assign OptiMine Scenarios to Campaigns Assign OptiMine Scenarios at the campaign level. Assignments made at the campaign level for Google and Bing accounts are applied to all keywords in the campaign. 1. Click Management > Campaigns. 2. Select the checkbox next to one or more Google or Bing campaigns, click the More Actions drop-down list, then click an option: Assign New OptiMine Scenario: Lets you create a new OptiMine Scenario as part of the assignment process. For more information and step-by-step instructions, see Create an OptiMine Scenario. Assign Existing OptiMine Scenario: Lets you assign an existing OptiMine Scenario to one or more campaigns. To unassign a scenario from one or more campaigns, click Unassign OptiMine Scenario. Edit or Delete an OptiMine Scenario Edit an OptiMine Scenario to change its settings or delete a scenario if it is no longer needed. 1. Click Automation > Bid Automation. 2. Select the checkbox next to the desired scenario, then click Edit or Delete.
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Automated Campaign Generation

The Automated Campaign Generation feature in Adobe SearchCenter adds the functionality for users to automatically generate campaigns, groups, ads, and keywords from a source of information, such as an RSS feed or uploaded content from a .CSV file, or .TSV file. Note: The automatically generated results are made available in a bulk file, which must be downloaded to approve the results and then import them into SearchCenter. The Automated Campaign Generation feature reduces the amount of time and effort required for users to create up-to-date ads. The following sections contain more information:
Create a Job Using Automated Campaign Generation

Jobs are the structure that define where SearchCenter should look for information, what objects it should create, and how often it should create them. Jobs contain a list of sources and a list of templates. These object definitions are then written to a bulk file that the user can easily modify. The file must be downloaded to approve the results and then imported into SearchCenter. You can create jobs for the following: RSS Feed Content: Configure Automated Campaign Generation to build campaigns based on content provided by one or more RSS feeds. This type of job will evaluate your feed(s) on the schedule that you specify. Uploaded Content: Using a .CSV or .TSV file, upload the content that Automated Campaign Generation will use to build campaigns. This type of job will run each time a new file is uploaded to your FTP account. To create a new job using the Automated Campaign Generation feature 1. From the main navigation menu, click Automation > Automated Campaign Generation > Manage Jobs. 2. Click Create to display the Select a Campaign Generation Job Option dialog box. 3. Click Use RSS Feed Content to display the Create Job page that lets you create a job for an RSS feed. For every source URL, the feed will be read, its values fed into each template, and multiple SearchCenter Marketing (SCM) objects are defined. Or Click Use Uploaded Content to display the Create Job page that lets you create a job for a .CSV or .TSV file. 4. Fill in the fields: Job Name: Specify a descriptive name for the job. Account: Select the account where the generated objects will be placed. Job Status: Select Active to enable the job. The Paused option is usually used to pause scheduled jobs. Email: Specify the email address to receive notification when results of the job are ready for review. Overwrite existing campaign data: Select this option if you have previously run a job for this campaign and you want to overwrite its data. Be aware that if you have changed settings on a object since the job was created, such as changing keyword bids, overwriting the data causes the keyword bid amount for existing keywords in that group to revert back to their default amounts.
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Deselect this option if you do not want to overwrite existing campaign data. 5. Configure the following settings, then click Save or Save and Run Now. Sources Sources contain the location of the information the user wants to use to generate ads. Sources also contain a mapping of how that information is to be used. 1. Click the Sources drop-down list. 2. (Conditional) To use an available source, select the source in the Available Sources list box, then click Add to to move it to the Selected Sources list box. You can select and add multiple sources by Shift-clicking the sources and then by clicking Add to. 3. (Conditional) To create a new source, click Create a Source, then follow the instructions in Create a Campaign Generation Source for an RSS Feed or Create a Campaign Generation Source for Uploaded Content. 4. Select or deselect Ignore duplicate source content, depending on your needs. If you select this option, stories in the feed or files that have already been processed by the Automated Campaign Generation feature are ignored, which prevents duplicating SCM objects. Create a Campaign Generation Source for an RSS Feed Create a new source for campaign generation, including specifying parameters and descriptive text. 1. From the Sources section, click Create a Source. 2. Fill in the fields: Name: Specify a name for the source. Description: Specify an optional description for the source. Get Available Elements From this URL: Specify the URL for the RSS feed, then click Go. Assign an Attribute Name For the Elements to be Used: Specify parameter names for the desired feed elements. You must select at least one attribute name. Specifying optional parameter names helps you automatically populate elements in your campaigns, groups, ads, and keywords using replacement variables. If you look at information in the Preview list box, each story in the feed contains elements such as "title," "link," "description," and "category." When you create a source you can create mappings from these elements to user-defined variables to be used later by templates. For example, you could refer to the "title" element as "my_title" and the "description" element as "story." Additional URLs: Specify any additional URLs for this RSS feed. Sources can contain multiple URLs, but they should all be formatted the same because there is only one mapping defined per source. 3. Click Save. Create a Campaign Generation Source for Uploaded Content Create a new source for uploaded content, including specifying parameters and descriptive text. 1. From the Sources section, click Create a Source. 2. Fill in the fields: Name: Specify the name of the column header in the .CSV or .TSV file being used in the uploaded content source.
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Description: Specify an optional description for the source. Assign an Attribute Name For the Elements to be Used: Specify parameter names for the desired feed elements. You must select at least one attribute name. Specifying optional parameter names helps you automatically populate elements in your campaigns, groups, ads, and keywords using replacement variables. When you create a source you can create mappings from these elements to user-defined variables to be used later by templates. For example, you could refer to the "title" element as "my_title" and the "description" element as "story." Specify Strings Contained in File Names That this Source Should Process: Specify strings contained in file names that this FTP source should process. 3. Click Save. Campaigns & Groups Select an existing campaign or group, or create a new campaign template or group template. 1. Click the Campaigns & Groups drop-down list. 2. Fill in the fields: Campaign Info: Select one of the following options: Select an Existing Campaign: Select a campaign from the drop-down list. Create New Campaign(s): Fill in the campaign information. For more information, see Campaign Fields. Note that not all of the Campaign fields are displayed. The rules are also a bit different. For example user-defined variables such as {my_story} can be used. Special replacement parameters can be used for some fields; the user does not have to define these parameters. For more information, see Replacement Parameters. Group Info: Select one of the following options: Select an Existing Group: Select a group from the drop-down list. Create New Groups(s): Fill in the group information. For more information, see Group Fields. Note that not all of the Group fields are displayed. The rules are also a bit different. For example user-defined variables such as {my_story} can be used. Special replacement parameters can be used for some fields; the user does not have to define these parameters. For more information, see Replacement Parameters.
Ad Templates Select an existing ad template, or create a new ad template. 1. Click the Ad Templates drop-down list. 2. (Conditional) To use an available template, select the template in the Available Templates list box, then click Add to to move it to the Selected Templates list box. You can select and add multiple templates by Shift-clicking the available templates and then by clicking Add to. 3. (Conditional) To create a new ad template, click Create a Template, then follow the instructions in Create a Campaign Generation Template. Create a Campaign Generation Template Create a new template for campaign generation, including specifying an engine, parameters, and descriptive text.
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1. From the Ad Templates section, then click Create a Template. 2. Fill in the fields: Template Name: Specify a name for the new template. Engine: Select an engine from the Engine drop-down list: Google Yahoo Microsoft Bing After you select an engine, the Create Templates dialog box expands. The available fields vary, depending on the selected engine. Templates are similar to ad creatives. Templates are also engine specific, so a template might map to a Google Text Ad, for example. Templates generally contain the same fields as the object they mimic. See Ad Fields for more information about each field, except for the following that apply only to ad templates for the Automated Campaign Generation feature: Split Description: (Google only) Lets you split your ad description if it contains more than the 35 characters allowed by Google. If your description is longer than 35 characters, the first part of your description uses the Description field to display the text in the first line below your ad title. The remainder of your description uses the Description 2 field to display the text on the second line below your ad title. The split occurs between words before the 35-character limit is reached (the description will not be split in the middle of a word). Description Filler Text: Lets you provide description filler text. For example: Read more information at example.com. Read more at example.com. More at example.com. When your ad displays, SearchCenter attempts to use the longest filler-text option, if space permits. If not, the second longest filler-text option is used, and so on. Sanitize Display URL: Select this option to sanitize the URL so that it does not contain a scheme (for example, http://) or a query string. A sanitized, or clean, URL improves display and usability. An example of a clean URL is www.example.com rather than http://www.example.com/index.php?page=example. You can use replacement parameters so that a single ad template can be used to create various ad creatives from a single job execution. For more information, see Replacement Parameters. 3. Click Save. Keywords Enable automatic keyword generation. 1. Click the Keywords drop-down list. 2. Select Enable to automatically generate keywords, then fill in the fields. For information about each field, except for Keyword Seeds, see Keyword Fields. The Keyword Seeds box lets you specify related terms to use to generate keywords. Normal (user-defined) replacement parameters can be used, such as {my_description}. Special replacement parameters also can be used for some fields; the user does not have to define these parameters. For more information, see Replacement Parameters.
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Schedule Schedule your campaign generation job to run one time or on a recurring schedule (RSS feeds only). Note: The Schedule drop-down list displays only when you create a job for an RSS feed. The Schedule drop-down list does not apply to uploaded content (.CSV or .TSV files). 1. Click the Schedule drop-down list. 2. Fill in the fields: Run the Job on: Specify the date on which you want the job to run. Job frequency: Select a frequency option: One time: Runs the job once. Recurring: Runs the job according to the recurring schedule you specify.
Review and Apply Results

After you have created a job and it has run, you must review the results before approving them. 1. From the main navigation menu, click Automation > Automated Campaign Generation > Review and Apply. 2. Click next to the desired import job that needs approval to display the View Summary dialog box. 3. Click Export File to export the .tsv file. Ensure that your browser has finished downloading the entire file before opening it. 4. Open the saved .tsv file and edit it as desired. 5. To import the file into SearchCenter, from the Automated Campaign Generation: Review and Apply page, click Import to display step 1 of the Import Wizard. 6. Specify or browse to the file you want to import into SearchCenter, then specify an optional description for the imported file. 7. Click Upload to check the file for errors. Depending on the size of your import, this process might take several minutes. You can close the window and check the status of your import on the Import/Export manager page, or you can keep this window open to track your import's progress. After the file is validated, the dialog box displays a list of items that are ready to import as well as a list of items with errors. If you have items with errors, you can click the Download File With Errors Marked or Download Items With Errors Only links to help you resolve the errors. 8. Specify when you want to begin processing: Begin processing now: Select this option to immediately begin processing. Begin processing on: Select this option, then specify the date and time to begin processing. 9. Click Confirm. SearchCenter imports the file and creates the objects.
Replacement Parameters
Special replacement parameters can be used for some fields.
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You can use replacement parameters for campaigns and groups, ad templates, and keywords. For example, for the title of a text ad, a user might put "Check out my story on {my_title}." Be sure to enclose the parameters in curly brackets. Replacement parameters can have a default value that is used if the source does not define that variable or if the value comes back empty. Defaults are specified after a colon in the replacement parameter. An example would be, "Check out my story on {my_title:Celebrity News}." Special replacement parameters include the following: {month_name}: The name of then month the job ran (January - December) {job_name}: The name of the job {date}: The date the job ran {year}: The year the job ran (2011) {month}: The month the job ran (1 - 12) {day}: the day the job ran (1 - 31) {hour}: the hour the job ran (1 - 24) {minutes}: the minute the job ran (1 - 60) {seconds}: the second the job ran (1 - 60) The {date}, {year}, {month}, {day}, {hour}, {minutes}, and {seconds} parameters have an optional "+" parameter to offset the th value. If the job ran on the 12 of the month, {day+7} returns 19. Or, {date+7} can be used to set a campaign's end date to seven days after SearchCenter created the campaign.
Inventory Management
Use the Inventory Management feature to automatically pause groups, keywords, placements, and Facebook ads associated to specific products when those products are out of stock and then reactivate those objects when the products are back in stock. Or, you can specify a secondary URL that lets you direct users to another page on your website if a product is out of stock. Inventory Management lets you upload inventory data files (.csv or .tsv) that SearchCenter uses to determine if a product is in stock or out of stock. If the product is out of stock, SearchCenter can automatically pause the objects associated with that product or direct users to a secondary URL. Pausing objects for products that are not currently available helps avoid customer frustration when shopping on your website. Sending users to a secondary URL when a product is out of stock lets you direct users to another page on your website, for example, a more general category page. The following sections contain more information:
Map SKUs or Product Names and Secondary URLs to Objects

Mapping SKUs or Product Names and Secondary URLs to groups, keywords, placements, and Facebook ads is a critical first step when implementing SearchCenter Inventory Management capabilities. Note: If you do not perform the tasks in this section, the Inventory Management feature cannot function. When you create or edit groups, keywords, placements, or Facebook ads, you must specify the SKU or Product Name in the SKU/Product Name field in order for the Inventory Management feature to function. This field is not required if you do not use Inventory Management. The Secondary URL field has been added to the Inventory Management feature to allow clients to retain traffic when a product is out of stock by sending users to a backup landing page. For example, if a specific product is out of stock, the keyword's URL can be automatically changed to point at a more general category page.
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You can set the secondary URL at the group, keyword, placement, or Facebook ad level. Be aware that the keyword, placement, and Facebook ad level settings override any corresponding setting at the group level, with the exception of Facebook ads (Facebook accounts don't use groups). For example, if you specify a URL at the group level but you also specify a different URL at the keyword level, the keyword-level setting takes precedence. However, if you do not specify a secondary URL at the keyword level, SearchCenter checks to see if there is a secondary URL specified at the group level. If there is a secondary URL specified at the group level, SearchCenter applies the group-level URL to all keywords in the group. Note: If you want groups, keywords, placements, or Facebook ads associated with out-of-stock products to be paused, leave the Secondary URL field empty. If you want users to be directed to another URL for out-of-stock products, specify the secondary URL. The following sections contain more information: Groups: Mapping SKUs or Product Names and Secondary URLs to Groups Keywords: Mapping SKUs or Product Names and Secondary URLs to Keywords Placements: Mapping SKUs or Product Names and Secondary URLs to Placements Facebook Ads: Mapping SKUs or Product Names and Secondary URLs to Facebook Ads Groups: Mapping SKUs or Product Names and Secondary URLs to Groups While creating or editing a group, fill in the SKU/Product Name and Secondary URL fields with the appropriate information.
Keywords: Mapping SKUs or Product Names and Secondary URLs to Keywords While creating or editing a keyword, fill in the SKU/Product Name and Secondary URL fields with the appropriate information.
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Placements: Mapping SKUs or Product Names and Secondary URLs to Placements While creating or editing a placement, fill in the SKU/Product Name and Secondary URL fields with the appropriate information.
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Facebook Ads: Mapping SKUs or Product Names and Secondary URLs to Facebook Ads While creating or editing a Facebook ad, fill in the SKU/Product Name and Secondary URL fields with the appropriate information.
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Create an Inventory Management Configuration

Configure Inventory Management to read an inventory data file to determine whether a product is in stock or out of stock. If the product is out of stock, Inventory Management can automatically pause groups and/or keywords for those products and then reactive those items when the products become available. Note: When you create or edit groups, keywords, placements, and Facebook ads, you must specify the SKU or Product Name in the SKU/Product Name field in order for the Inventory Management feature to function. This field is not required if you do not use Inventory Management. For more information, see Map SKUs or Product Names and Secondary URLs to Objects.
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1. Click Automation > Inventory Management. 2. Click Create to display the Create Configurations dialog box. 3. Fill in the fields: Name: Specify a descriptive name for the inventory configuration. Account: Select the accounts that you want to apply this configuration to. You can press Ctrl+click or Shift+click to select multiple accounts. SKU/Product Name Field Name: Specify the field name in your uploaded inventory file that contains the SKUs or product names for your products. Note: You can associate one SKU/Product Name to multiple groups,keywords, placements, and Facebook ads (one-to-many relationship). This gives you the ability to pause or activate multiple items with a single SKU/Product Name. You cannot assign more than one SKU/Product Name to a single group, keyword, placement, or Facebook ad. Status Field Name: Specify the name for the Status field in your inventory file. For example, "InStock." Out of Stock Identifier: Specify the value in the file that indicates when a given product is out of stock (for example, "0"). Inventory Management would then deactivate any/all products that have a value of "0." File Identifier(s): Specify all or a distinctive portion of the file names for the uploaded inventory file that you want this configuration to process. Default SKU Not Found Action: Specify which action SearchCenter performs when it encounters a SKU or product name that is not included in the uploaded inventory file: No Action: SearchCenter does not perform any action on items not included in the uploaded file. Treat as In Stock: SearchCenter treats items not included in the uploaded file as in stock. The ads for the products are not paused. However, ads for these items are activated if they were previously paused by Inventory Management. If you previously paused ads outside of Inventory Management, the Inventory Management feature will not active those ads. Treat as Out of Stock: SearchCenter treats items not included in the uploaded file as out of stock. The ads for the products are paused. 4. Click Save.
Upload a Custom Inventory File

Upload an edited .csv or .tsv file, along with another file with the same name and a .fin extension to the Adobe FTP server to synchronize the data with SearchCenter. For example, if your data is in a file called cameras.csv, you also need an empty text file named cameras.fin. After you upload cameras.csv, upload cameras.fin. The .fin file signals the upload site that you have finished working with the .csv file, which can then be synchronized with SearchCenter. Note: You can automate the upload process to run automatically, according to schedule. For example, you could upload the edited .csv or .tsv file and its accompanying .fin file every morning. To upload a custom inventory file 1. In a Web browser or FTP client, log in the Adobe FTP server. Information to access the FTP server, including the URL, username, password, and the maximum file size that you can upload, displays in the FTP Host section under the left navigation panel on the Inventory Management Configurations page (click Automation > Inventory Management).
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2. Upload the .csv or .tsv file and the matching .fin file. Adobe begins to process your inventory file within a few minutes, in most cases.
Edit an Inventory Management Configuration

Edit an existing Inventory Management configuration at any time. 1. 2. 3. 4. Click Automation > Inventory Management. Select the check box next to the configuration you want to edit. Click Edit. Edit the fields as needed. For more information about each field, see Creating an Inventory Management Configuration. 5. Click Save.
Delete an Inventory Management Configuration

Delete an existing Inventory Management configuration at any time. 1. Click Automation > Inventory Management.
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2. Select the check box next to the configuration you want to delete. 3. Click Delete. 4. Click Yes to confirm the deletion.
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Reporting
Reports show you how your search engine marketing efforts are performing. SearchCenter comes with prepackaged reports to help you see everything from keyword performance to customer loyalty.
Report Types
SearchCenter comes with many types of reports. In addition, you can create and save customized reports.
Hierarchy Reports
Hierarchy reports show the hierarchy for SearchCenter items, in the form account > campaign > group > item (keywords, ads, or placements). These reports help you keep track of where your items exist in the SearchCenter hierarchy. SearchCenter includes the following hierarchy reports: Keyword Hierarchy report: Shows the account, campaign, and group that contain the keyword. Ad Hierarchy report: Shows the account, campaign, and group that contain the ad. Placement Hierarchy report: Shows the account, campaign, and group that contain the placement.
Standard Reports
SearchCenter has several default reports that display data about your online advertising campaigns. SearchCenter includes the following standard reports: Ad Platform Accounts Campaigns Groups Keywords Placements Ads Ad Title Ad Description Ad Display URL Ad Destination URL Each of these reports displays data for ROAS, Impressions, average position, clicks, CTR, Keyword cost, and CPC for the subject of the report. The Keyword Match Type report breaks the keywords down by match type, showing the activity for each keyword according to match type. The Placements report contains additional rows: Automatic Placements and Facebook Traffic. The Facebook Traffic row is also included in the Keywords report. The Ads report has been enhanced to provide separate columns for the following ad attributes: Ad Title, Ad Description, Ad Display URL, and Ad Destination URL. These additional columns let you examine the data in a more granular fashion. In addition, new reports are also available for each of these ad attributes.
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Custom Groups Reports

Custom Group reports contain data about each of your custom groups. When you create a custom group, a report for that custom group is automatically added to the Reporting > Custom Groups menu.
Metric Trends
The Metric Trends reports show trended data for the several SearchCenter metrics. SearchCenter includes the following metric trend reports: Impressions Clicks Cost CTR CPC Average Position Avg. Quality Score (Google and Bing only) ROAS By default, these reports display figures for each metric for the selected time period as well as data for 4 weeks prior and 52 week prior.
Advanced Reporting
The Advanced reports show additional data and information about SearchCenter. SearchCenter includes the following advanced reports: Organic to Paid Keywords: Compares your paid keyword campaigns to natural clicks from standard search engine results. If many users search for a specific term to get to your website that is not one of your paid keywords, you can consider adding that term as a paid keyword. Internal to Paid Keywords: Lets you compare your paid keyword campaigns to searches conducted from your website's internal search engine. If many users search for a term using your website's internal search feature, you can consider adding that term as a paid keyword. Social to Paid Keywords: Lets you compare your paid keyword campaigns to terms you are tracking in Adobe SocialAnalytics. If many users mention a specific term on the social web (Twitter, Facebook, YouTube, blogs, video sharing sites, and so forth), you can consider adding that term as a paid keyword. You can also use this report to identify trends in two similar but different data sets and identify cross-channel data relationships between SearchCenter and SocialAnalytics. For more information about SocialAnalytics, see the Adobe SocialAnaltyics User Guide. Conversion Funnel: Shows the percentage of impressions that led to clicks, and the percentage of clicks that led to orders, along with the number of units sold and the total revenue from the orders. Customer Loyalty: Shows data for three groups of visitors to your website: new customers, return customers, and loyal customers. New customers are first-time visitors to your website. Return customers have visited your site previously but did not make a purchase. Loyal customers have purchased something previously. Landing Page Tests: Shows data for your landing page tests. For more information, see Landing Page Optimization.
Change Logs
The Change Logs reports show additional data and information about actions and events, bid rule actions, and bid rule results that have been made in your SearchCenter implementation. SearchCenter includes the following change log reports:
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Event History Helps you audit the actions and events that occur in SearchCenter, whether initiated by a user or by SearchCenter as an automated action. The report might show errors and other events, such as an ad being rejected by a search engine. For each event, the report shows the date and time of the event, the objects with which the event is associated, and any changes to values (for example, keyword bid changes). A green check indicates that the event was successful. Blue and white swirling arrows indicate that the event is in progress. A red X indicates an event failure. To configure an Event History report 1. From the main navigation menu, click Reporting > Change Logs > Event History. 2. Click theReport tab, if necessary. 3. Click the link next to Filter to display the Log Filter dialog box. If this is your first report, the link says None. 4. From the Report on Data Where drop-down list, select a filter category, then specify any additional information, as needed. For example, if you want to report on the "cameras" keyword, select Keyword as the filter, then type cameras in the values field that appears. Or If you want to report on a specific account, select Account as the filter, then select the desired account from the drop-down list that appears. 5. Click Add to add the filter to the Selected Filters list. 6. Click OK. Bid Rule History View the keyword bid rule history at any time to display bid rule information. The report displays the following information: Date Search engine Keyword Campaign Group Bid Rule name Change that occurred (CPC change or activation changes) Current status (active or inactive) To configure the Bid Rule History report 1. From the main navigation menu, click Reporting > Change Logs > Bid Rule History. 2. Click theReport tab, if necessary. 3. Click the link next to Filter to display the Log Filter dialog box. If this is your first report, the link says None. 4. From the Report on Data Where drop-down list, select a filter category, then specify any additional information, as needed. For example, if you want to report on a specific bid rule, select Bid Rule as the filter, then select the desired bid rule.
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Or If you want to report on a specific account, select Account as the filter, then select the desired account from the drop-down list that appears. 5. Click Add to add the filter to the Selected Filters list. 6. Click OK. Bid Rule Results View a report showing your bid results for any single day. Note: Although the standard report calendar allows you to select a range of dates, the Bid Rule Results report can currently only show the results for a single day. If you select a range of dates in the calendar, the Bid Rule Results report displays data for only the first date in the specified range. 1. From the main navigation menu, click Reporting > Change Logs > Bid Rule Results. 2. Click Select a Bid Rule, select a rule form the list of available bid rules, then click OK. If a report is already displayed but you want to view the report for a different bid rule, click the name of the selected bid rule and choose a different bid rule. 3. Configure the report as you would any other SearchCenter report. See Reporting for more information.
Changing Report Graphs

After you create a report, customize the presentation so that it is most useful for the intended viewer. The type of graphs available depend on the type of report you run. For example, Trend Line graphs are useful for Trended reports, but you might also use a Vertical Bar graph with trend lines that clearly illustrate trends over days, weeks, months, and so on. Alternatively, you might choose a Pie chart to illustrate percentages for the pages viewed. To change a report graph, run a report, then click one of the following icons: Icon For more information, see Trend Line
Vertical Bar
Stacked Vertical Bar
Horizontal Bar
Stacked Horizontal Bar
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Icon
For more information, see Area Graph
Stacked Area Graph
Pie Graph
Scatter Plot
Bubble Chart
This topic contains the following sections:
Trend Line
Trend lines show daily trends for the report metrics and are useful for trending one metric over time.
Vertical Bar
The Vertical Bar Chart shows relative percentages for the report metrics.
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Stacked Vertical Bar

By stacking similar items you can get a quick view of the total influence of an item. For example, in a Campaign report, you can stack similar success metrics and see which campaign is generating the most total success. This makes it easier to find campaigns that might not be top performers in one metric, but are top performers in a combination of metrics.
Horizontal Bar
The Horizontal Bar chart is similar to the Vertical Bar chart, but the columns are horizontal.
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Stacked Horizontal Bar

The Stacked Horizontal Bar chart is similar to the Vertical Bar chart, but the columns are horizontal.
Area Graph
The Area Graph is similar to the Trends Line Graph, but fills in the area below the lines.
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Stacked Area Graph

Stacked area charts are useful when trending a number of products or campaigns over time. For example, if you trend the top ten products showing revenue, you can quickly see how much total revenue those products bring in over a span of time. You can refine this by using a search filter to include or exclude specific products.
Pie Graph
The Pie Chart shows the top metric value percentages in relation to each other, and shows the percentage of the selected metrics in relation to the whole.
Scatter Plot
The Scatter Plot graph shows a scatter display of the metrics you select in relation to each other. The location of the bubbles shows the relationships between the metrics on the horizontal and vertical axis. These graphs let you visualize data in two dimensions, so that you can identify which items are outliers.
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Bubble Chart
The Bubble Chart graph shows a bubble display of the metrics you select in relation to each other. The location of the bubbles shows the relationships between the metrics on the horizontal and vertical axis, while the size of the bubble portrays the main report metric. Bubble Charts let you visualize data in two dimensions, so that you can identify which items are outliers.
Using the SearchCenter Report Tools

The SearchCenter Report toolbar is at the top of each report. The Report toolbar contains buttons that help you use the reports.
Understanding the Toolbar

The following table describes each tool in the toolbar. Tool Description Download saves the report as a file. You can save the report as any of the following file types:
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Tool
Description Excel CSV PDF Word See Download a Report as a File. Email attaches the report to an email and sends it to a specified recipient. See Email a Report. Add Bookmark creates a bookmark for the report. See Bookmark a Report. Add to Dashboard adds the current report to your SearchCenter dashboard. See Add a Report to the Dashboard. Add Alert informs you instantly if notable events occur on your website. The Add Alert icon is not available for all reports. See Extract Report Data. Data Extract pulls the current data from the report and sends it in an email. The Data Extract icon is not available on all reports. See Extract Report Data. Create Custom Report saves the history as a custom report. Custom reports are available from the main navigation menu. See Create a Custom Report. Link to This Report creates a link to the report that you can share with others so they can also view the report. See Link to a Report. Copy Graph saves the current graph as an image file on your computer. See Copy a Graph. Print prints the report. See Print a Report. Open New Window opens the report in a new browser window.
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Tool
Description See Open a Report in a New Window.
Download a Report as a File Download a report to a file to edit the report externally or share it with others who do not have access to SearchCenter, for example, as part of a budget report for your manager. 1. From the main navigation menu, click Reporting, then select the report you want to download. 2. Click Download ( ). The Download Report tool opens at the top of the console. 3. Select the report format you want and save the file: Excel: Specifies that the report will be downloaded in Microsoft Excel format, which lets you share the report with others who can open it in a spreadsheet program. CSV: Specifies that the report will be downloaded in comma-separated value format, which lets you share the report with others who can open it in a text editor. PDF: Specifies that the report will be downloaded in Adobe PDF (Portable Document Format), which lets you share the report with others, regardless of which computer system the recipient is running. Word: Specifies that the report will be downloaded in Microsoft Word format, which lets you share the report with others who can open it in a Word. 4. (Optional) For additional download options, click Advanced Download Options. See Download a Report Using Advanced Options. Select the options you want, then click OK. Download a Report Using Advanced Options Download detailed information about a specific report using advanced options, such as sending the report as a compressed file and specifying the filename and comments included in the header of the file. 1. Click Advanced Download Options. 2. Fill in the fields: Send Report as a Compressed File (.zip): Sends the report in compressed format. Language: Specify the desired language that you want to use for the header and footer. Number of Rows: Specify the number of rows you want visible in the table of the report you are sending. Filename: Specify the filename that you want to use for the downloaded report. File Comments: Specify any additional comments that you want to include in the header of the downloaded file. 3. Click OK. Email a Report Send a report in an email. 1. From the main navigation menu, click Reporting, then select the report you want to email. 2. Click Email ( ).
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The Email Report tool opens at the top of the console. 3. Fill in the fields: Select the Format You Would Like Your Report to Arrive In: Select an option: Excel: Specifies that the report will be sent in Microsoft Excel format, which lets you share the report with others who can open it in a spreadsheet program. CSV: Specifies that the report will be sent in comma-separated value format, which lets you share the report with others who can open it in a text editor. PDF: Specifies that the report will be sent in Adobe PDF (Portable Document Format), which lets you share the report with others, regardless of which computer system the recipient is running. HTML: Specifies that the report will be sent in HTML format, which lets you share the report with others who can open it in a Web browser. Word: Specifies that the report will be sent in Microsoft Word format, which lets you share the report with others who can open it in a Word. Mobile: Specifies that the report will be sent in a text-only format, which lets you share the report with others who can open it on a mobile device, such as a tablet or mobile phone. Email: Type one or more email addresses. The default email address is already included. Separate multiple addresses by commas. Publishing List: Click the link use a publishing list. A publishing list is a report distribution schedule for specific data distributions (reports or dashboards), and a list of email addresses to receive those reports. For more information, see Publishing List Manager in the Adobe SiteCatalyst Administration Console User Guide. Subject: Either use the default subject line for the email message or replace the default subject a different subject. Scheduling: Select how often you want to send this report: Send Immediately Hourly Daily (Watch morning at 9 a.m.) Weekly (Starting Sunday) Monthly (First day of each month) Yearly (First day of each year) 4. (Optional) For additional email options, click Advanced Delivery Options. See Advanced Delivery Options. Select the options you want, then click OK. Advanced Delivery Options Send detailed information about a specific reports in an email message using advanced options, such as specifying the report filename, sending the report as a compressed file, or adding additional notes to the file. 1. Click Advanced Delivery Options to display the Report Options page. 2. From the Report File Name drop-down list, select an option: <default>: Uses the default filename for the report (<report name> for <suite> - <report date range>). Custom: Specify the custom report name, then select the Append report Date Range to File name checkbox, if desired. 3. Under Report Format, fill in the fields:
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Include the HTML Version of the Report: Includes a version of the report in HTML format as well as the selected format (Excel, CSV, PDF, Word, or Mobile). Send Report as a Compressed file (.zip): Sends the report in compressed format. 4. Under Report Contents: fill in the fields: Number of Rows in the Table: Specify the number of rows you want visible in the table of the report you are sending. Language for Header and Footer: Specify the language for the header and footer. Comments: Specify the text that appears at the beginning of the report. 5. Under Additional Documents, select Send Digital Signature File. When you request a report from SearchCenter, you can request a data signature. Adobes digital signature doesn't restrict who has access to the data, but the purpose of the Digital Signature File (.sig) is to verify the validity of the delivered report file. Using the digital signature, report recipients can verify that the file came from Adobe and has not been altered. 6. Under Report Destination, select an option: Email: Select Email, then fill in the fields: To: Specify the email address of the person you want to send the report to. Publishing List: Click the link use a publishing list. A publishing list is a report distribution schedule for specific data distributions (reports or dashboards), and a list of email addresses to receive those reports. For more information, see Publishing List Manager in the Adobe SiteCatalyst Administration Console User Guide. From: Specify the email address that you want to display in the From field in the email message. Subject: Specify a subject for the email message. Notes: Specify any additional notes you want to include in the email message. FTP: Select FTP, then fill in the fields: Host: Specify the FTP host. Port: Specify the FTP port. Directory: Specify the FTP directory. Username: Specify the username for the FTP host. Password: Specify the password for the FTP host. 7. (Optional) Click the Scheduling Options tab, then follow the directions in Advanced Scheduling Options. 8. Click Schedule. Advanced Scheduling Options Send the report immediately or configure advanced scheduling options, such as the reporting time frame, delivery frequency, and end-delivery options. 1. When configuring email or FTP settings, click Scheduling Options. 2. Select the desired scheduling option: Send Report Now: Select to send the report to its destination immediately. If you choose this option, the remaining steps in this procedure do not apply. Schedule for Later: Select to configure the following advanced delivery options: 3. Under Report Time Frame, from the Rolling Date Options drop-down lists, select the desired option to set up the date range of the report:
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Rolling: Tells SiteCatalyst to change the data as time goes on. For example, if today is January 17, and you set the dates for January 15 - 16, if you select Rolling, on January 27, the reportlet displays data for January 25 - 26. Fixed: Keeps the data for the time frame you select. 4. Under Delivery Frequency, fill in the fields: How Often Would You Like to Receive This Report: From the drop-down list, select the desired schedule: Hourly: Lets you specify how often (in hours) to send the report. Daily: Lets you specify how often (in days) to send the report. You can also send the report every weekday (Monday Friday). Weekly: Lets you specify how often (in weeks) to send the report. You can also specify the day of the week on which to send the report. Monthly: Lets you specify how often (in months) to send the report. You can select a day of the month (for example, the first day of every other month). You can also select a specific day of the week (for example, the first Monday of every other month). Yearly: Lets you specify how often (for the entire year) to send the report (for example every December 31st). You can also select a specific day of the week and month (for example, the second Monday in January). Starting on: Click the Calendar icon to select the starting date for the reporting schedule. Time of day: From the drop-down list, select the hour that you want for the reporting schedule. 5. Under End Delivery Options, fill in the fields to choose when you want to end the reporting schedule for this report: Never end: The schedule runs indefinitely according to schedule. End after: Specify the number of occurrences for the reporting schedule. End on: Click the Calendar icon to specify the ending date for the reporting schedule. 6. Click Schedule. Bookmark a Report Create a shortcut (bookmark) to a prepared report. 1. From the main navigation menu, click Reporting, then build the report you want to bookmark. 2. Click Add Bookmark ( ). The Add Bookmark tool opens at the top of the console 3. Fill in the fields: Name: Type a name for the bookmark. Add To: Select the folder you want to add the bookmark to, or select New Folder to create a new folder. Folders appear across the top of the SearchCenter console. Make Public: Makes the bookmark available to anyone. Add to Direct Access: Makes the report available from the Windows programs menu via the SiteCatalyst Direct Access client. Display Report Upon Login: Displays the report when you log in to SearchCenter. 4. Click Save. 5. (Optional) Click Bookmark Manager if you want to manage all of your bookmarks. To access the bookmark, click Favorites from the Adobe Digital Marketing Suite header, click Bookmarks, then click the desired bookmark.
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Add a Report to the Dashboard Add a report to a dashboard, where it is easily accessible from the Favorites > Dashboards menu. 1. From the main navigation menu, click Reporting, then build the report you want to add to a dashboard. 2. Click Add to Dashboard ( ). 3. Fill in the fields: Report Title: Specify a title for the report. Description: Specify an optional description for the report. Place in Dashboard: Select the place where you want the report to appear in the dashboard. Rolling date options: From the Rolling Date Options drop-down lists, select the desired option to set up the date range of the report: . Rolling: Tells SiteCatalyst to change the data as time goes on. For example, if today is January 17, and you set the dates for January 15 - 16, if you select Rolling, on January 27, the reportlet displays data for January 25 - 26. Fixed: Keeps the data for the time frame you select. Width of Reportlet: Select the preferred reportlet width: Small: One column Medium: Two columns Large: Three columns Include Graph: Includes a graph in the reportlet. Include Details Table: Includes a table containing details in the reportlet. Details Table Height: Select the desired table height. 4. (Optional) Click Publishing List Override to prevent a publishing list report suite from overriding the report suite used here. A publishing list is a report distribution schedule for specific data distributions (reports or dashboards), and a list of email addresses to receive those reports. For more information, see Publishing List Manager in the Adobe SiteCatalyst Administration Console User Guide. 5. Click Create New. To access the dashboard, click Favorites from the Adobe Digital Marketing Suite header, click Dashboards, then click the desired dashboard. Add an Alert Set alerts to inform you instantly if notable events occur on your website. Alerts are specific to the type of report you are viewing. For example, to set an alert for the cart views metric, you need to open the Cart Views report. When you set up alerts, you can configure SearchCenter to check your website statistics at the end of each day, week, or month. If your metric reaches a high or low value that you set, or if it changes by a certain percentage (either up or down) then SiteCatalyst sends you an alert.
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For the specified time frames, SearchCenter uses the sum of the total amount for the alert. For monthly alerts, if the total of hits for the month reaches the number you specify, then the alert is sent. To add an alert 1. From the main navigation menu, click Reporting, then open the report that corresponds to the alert that you want to set. For example, to set an alert for revenue, open the Revenue report. 2. Click Add Alert ( 3. Fill in the fields: ) from the reporting toolbar.
Alert Name: Specify a name for the alert. The alert name might contain the name of the report or the metrics threshold. Check Values at the End of Each: Specify when you want the metrics to be checked. You can specify Day, Week, or Month. Assign Alert To: Select the metric you want to assign the alert to. For example, if you want to be notified when the number of clicks exceed an assigned metric, select Clicks. Rule: Determine the threshold the metric must exceed before an alert is set. You can set this parameter to Is Above, Is Below, or % Changes By, then specify the value for the threshold. Delivery Options: Specify where the alert can be sent. An alert can be sent as an email or a mobile alert, or both, to addresses you specify in the fields provided for that purpose. 4. Click Save. Click View Existing Alerts to modify and delete alerts. When you click this, you access the Alert Manager in the Adobe Online Marketing Suite. Extract Report Data Extract data from some reports and send the extracted data in an email. Extracting data lets you customize the report to set various values for the X and Y axes. For example, in a products report, by default, the revenue is on the Y axis, the date is on the X axis, and the metrics display in the graph. You can change this when you extract data, so that any of these is on either axis or in the display. To extract data 1. From the main navigation menu, click Reporting, then build the report you want to extract data from. 2. Click Data Extract ( ). Note: The Data Extract icon is not available on all reports. 3. From the Report drop-down list, select the report you want to use. 4. Determine whether to filter by date, metric, or report data. The filter is the initial sorting criteria. The available filters depend on the report you select. For example, if you select to filter by metrics, the Selected link appears. Click Selected, click the link to the selected metrics, and add any metrics you want to add to the report. 5. Select the metrics you want to include. The filtering options and how filters are selected depend upon the report. In the example above, select the metrics you want to include and click Add.
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6. 7. 8. 9.
Click OK. Click Next. In the Email field, type the email address where you want to send the report. (Optional) Click the Publishing List link to use a publishing list. A publishing list is a report distribution schedule for specific data distributions (reports or dashboards), and a list of email addresses to receive those reports. For more information, see Publishing List Manager in the Adobe SiteCatalyst Administration Console User Guide. 10. Type a subject and set the scheduling option. 11. Click Send. The report is sent as set in the scheduling option.
Create a Custom Report Create custom reports to share with other users in your organization. When you create a custom report, it is added to the main reporting menu under Custom Reports. 1. From the main navigation menu, click Reporting, then build the report. 2. Click Create Custom Report ( ).
The Create Custom Report tool opens at the top of the console. 3. Type the name of the report. 4. Click Save. The new custom reports is available from the main navigation menu. Click Custom Reports, then select the report to display it. Link to a Report Create a link to a report and share it so others can access the report. 1. From the main navigation menu, click Reporting and select the desired report. 2. Click Link to This Report ( ). The Link to This Report tool opens at the top of the console. 3. Copy the provided link and share it in an email message, as a link on a web page, or so forth. 4. Click Close. Copy a Graph Copy a report graph as a file for use in presentations or other documents. 1. From the main navigation menu, click Reporting, then select the report whose graph you want to copy. 2. Modify the report until the graph looks how you want it to look. 3. Click Copy Graph ( ). The graph opens in its own browser window. 4. Right-click the graph and save the image to the desired location on your hard drive. 5. Close the browser window.
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Print a Report Print a report to share it with others. 1. From the main navigation menu, click Reporting, then build the report you want to print. 2. Click Print( ).
Open a Report in a New Window Open a new window to do side-by-side comparisons of your reports. When you do this, SearchCenter opens the identical report in a new window using the same browser. You can then modify either or both of the reports to do comparisons. 1. From the main navigation menu, click Reporting, then build the report you want to open. 2. Click Open New Window ( ).
Configuring a Report
Configure a report to show a date range, compare two dates, compare it to a selected site, and to set the number of items shown in the graph. For detailed information, see Customizing SiteCatalyst Reports in the SiteCatalyst User Guide. This section contains information about the following tasks:
Display Data for a Range of Dates

Show data for a specified date range. 1. From the main navigation menu, click Reporting, then select a report. 2. Click the calendar icon ( ) to display the Calendar tool. 3. Specify a date range in the Date Range fields. You can use the following methods to adjust the reporting date range: Click a start date and drag the mouse pointer to the end date. Shift+click the start date and then Shift+click the end date. Specify a start and end date in the date range fields. Select a date range using the Select Preset drop-down list. 4. Click Run Report. The report changes to show the date for the specified date range.
Compare the Report Data to Another Site

Compare the data from one site to the data from another site. 1. From the main navigation menu, click Reporting, then select the report you want to compare to another site. 2. Click the link next to Compare to Site.
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3. Select the site to compare to and click OK. 4. If desired, click Yes to normalize data.
Set the Number of Items that Appear in the Graph

Configure the graph to show from two to 30 items. 1. From the main navigation menu, click Reporting, then select the desired report. 2. From the Item Count drop-down list, select the number of items you want to show in the graph
Adding Metrics to a Report

Add metrics to your reports, in addition to the default metrics that you can configure for reports in the Administration Console.
Add Metrics
Add metrics to let you compare and contrast page views, revenue, visits, and many other items to track how well your website is performing. You can add a total of up to 10 metrics. When you add metrics, SearchCenter remembers the metrics and applies them to all applicable reports and graphic displays. 1. From the main navigation menu, click Reporting, then select a report. 2. Click Add Metrics. 3. Select a metric type. You can add any of several possible types of metrics, although each report type might contain only a subset of the available metrics. Possible metric types include: Standard: Show data for the date duration of your report. This is the set of metrics provided to you by Adobe. These metrics might contain custom metrics you have defined for Adobe to collect for your website. Lifetime: Show all data for all periods regardless of the date range you have set for your report. Use these metrics when you want to see ratios of data between the current time frame and all data. Total: Show data for all rows in a report. For example, a standard metric for cart additions gives you the cart additions for one product, while the total metric for cart additions gives you the total number of cart additions for all products. These metrics are generally used only as tools for creating calculated metrics. Calculated: Combine metrics and create mathematical operations to define new metrics for your reports. See Create Calculated Metrics. Participation: Divide credit equally among all pages accessed prior to a success event. For example, if a toaster was purchased as a success event, standard metrics give full credit to the page from which the purchase was made. Participation metrics divide the credit so that, if the visitor had looked at a page advertising a lamp prior to buying the toaster, the lamp page gets 50% credit, and the toaster page gets 50% credit. 4. Drag the metrics you want to use from the Available Metrics list to the Report Data Columns Canvas. You can also double-click metrics to move them between columns.
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Note: When you add metrics, the type of graphic display you are using determines how the metric displays. If you use a bubble graph, the first three metrics display as the vertical axis, the horizontal axis, and the bubble size respectively. For bar charts, the metrics become bars on the chart and so forth. Data from all metrics displays in the report table. 5. (Conditional) Drag a metric from the active list to the Remove Item area to remove it from the report data. You can also double-click metrics to move them between columns. 6. Click OK.
Create Calculated Metrics

Create new metrics from existing ones. SearchCenter gives you the option to create new metrics from existing ones. By creating a calculated metric, you can look deeper into your data. For example, by default, SearchCenter can show you your revenue for each product and it can also show you the number of orders shipped for each product. Using the Create Metrics tool, you can build a metric that displays the average revenue per order. In addition to the standard metrics, the calculated metrics tool features total metrics. You can use total metrics to compare revenue for one product to revenue for all products. To create calculated metrics 1. From the main navigation menu, click Reporting, then select a report that allows you to use metrics. 2. Click Add Metrics. 3. Click the Manage Calculated Metrics icon ( ). 4. Click Define New Metric. 5. Fill in the fields: Name: Specify a name for the metric. Type: Select a display type: Numeric (#) Percent (%) Currency ($) Time (HH:MM:SS) Decimal Places: Type a decimal place value. 6. Select a metric from either list, then click Add to Formula. 7. Click an operator button. The parenthesis work as in standard mathematics formulas. You can use them to combine an operation prior to using the resulting value with another operator. 8. Add additional metrics and operators as needed. 9. Click Save. 10. On the Calculated Metrics screen, click Close and Refresh List. 11. Add the new calculated metric to your report.
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Viewing Trended and Ranked Reports

View reports as either trended or ranked reports. Trended reports show trends over time, such as how a keyword has performed over the past month. Ranked reports show how items compare to each other, such as how selected keywords have performed in comparison to each other.
View a Trended Report

View trended reports to display metrics over time. You use this report type when you want to see how a segment performs from one time period to the next. Most Conversion and Traffic reports have a Trended view available. Using the Calendar Range tool, you can show improvement for any time period breakdowns, including days of a month, weeks of a year, weeks of a quarter, months of a year, and so forth. Trended reports show trends for a single metric (revenue, orders, views, and so forth) for up to five items (such as products, categories, webpages, and so forth). To view a trended report 1. From the main navigation menu, click Reporting, then select a report. 2. Click Trended. 3. (Optional) View trends for a different period by selecting an option from the Day of the Week drop-down list.
View a Ranked Report

View ranked reports to show how items compare to each other, such as how selected keywords have performed in comparison to each other. In a ranked report, the report table shows the rankings of the report pages in relation to the metric, according to number or percentage. Ranked reports can display multiple metrics in a report. In the report table, a columns display orders and revenue. You can add additional metrics using the Add Metrics tool, and the metrics display in additional columns. You can then rank the reports by clicking the column heading. Ranked Reports can have up to 200 items listed in the table (such as products, categories, webpages, and so forth) and ten metrics (revenue, orders, views, and so forth). You set the default metrics in the Administration Console. When you add metrics to a report, the metrics are persistent for all reports that can use the added metrics. To view a ranked report 1. From the main navigation menu, click Reporting, then select a report. 2. Click Ranked.
Using Classification Alerts

Add an alert to a classification report. Assign metric rules and values to the alert, then the alert notifies you when those metric rules are matched. For example, you might set a threshold to alert you if clicks go up or down 100%. When that threshold is met, SearchCenter automatically notifies you.
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1. Run a report. 2. Click Add Alert ( 3. Fill in the fields:
).
Alert Name: Specify a name for the alert. The alert name might contain the name of the report or the metrics threshold. Check Values at the End of Each: Specify when you want the metrics to be checked. You can specify Day, Week, or Month. Assign the Alert To: Select the metric you want to assign the alert to. For example, if you want to be notified when the number of clicks exceed an assigned metric, select Clicks. Apply the Alert To: Select All Items, Top 1000, or Specific Items from the drop-down list. Rule: Determine the threshold the metric must exceed before an alert is set. You can set this parameter to Is Above, Is Below, or % Changes By, then specify the value for the threshold. Delivery Options: Specify where the alert can be sent. An alert can be sent as an email or a mobile alert, or both, to addresses you specify in the fields provided for that purpose. 4. Click Save. To view your alerts: Click Add Alert > View Existing Alerts, or click My Account > Alerts in the Adobe Online Marketing Suite header. This opens the Alert Manager, which allows you to enable or disable the alert, edit it, or delete it.
Break Down Reports

Take a closer look at an item and correlate related metrics by using the breakdown menu. If the breakdown menu is available for an item, the breakdown menu icon ( ) appears next to that item in the report.
For example, if you are looking at a most popular pages report, you can use the breakdown menu to show various metrics. These might be specifics such as the number of users that looked at a webpage and then purchased a certain product, or how the largest percentage of visitors found the webpage. You can run breakdowns for entire reports or individual products. Breakdown options are configured similarly to the reporting menu. An icon next to an item displays a breakdown for just that item. The icon at the top of the report table displays breakdowns for the entire report. To break down reports into more specific data 1. From the main navigation menu, click Reporting, then select a report. 2. Click the breakdown icon ( ) at the top of the data list or next to a specific report item. The Breakdown menu for that object opens. The items available from the Breakdown menu depend on the item and type of report. 3. Select the breakdown report containing the specific details you want to view. The selected breakdown report opens.
Viewing and Editing SearchCenter Data in an External Application
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SearchCenter provides three methods to help you view and edit data in an external application (also known as bulk editing). Use the Import/Export Management feature to download and edit a tab-separated values (.tsv) file that can be edited in any spreadsheet or text editor. This method provides more flexibility because it can be used with any spreadsheet or text editor. Download the Excel Template that helps you create a Microsoft* Excel* file that you can use to import data into SearchCenter. You can use the template to create campaigns, including ad groups, ads, keywords, and other items in a spreadsheet. You can then import the file into SearchCenter. Integrate SearchCenter with Microsoft Excel by using ExcelClient. This method adds a toolbar to Microsoft Excel. It simplifies the process of exchanging data with SearchCenter. However, it requires that you edit the data in Excel. Choose the method that best fits your requirements. Your choice depends on whether you prefer to view and edit SearchCenter data in Excel or in another application. It is possible to combine all three methods. The following sections contain more information:
Exporting and Importing SearchCenter Data

Export SearchCenter data to edit in an external application (spreadsheet or text editor) and then import the external files back into SearchCenter.
Export SearchCenter Data to Edit in External Applications

Before you can edit data in a spreadsheet or text editor, you must export the SearchCenter data and save it as an external file. The Import/Export feature lets you export SearchCenter data for use in external applications, such as Microsoft Excel or a text editor. You can export data at the account level or you can drill down to export specific data for individual items, such as campaigns, groups, and so forth. The first time you access the Import/Export feature to export data at the account level by clicking Management > Import/Export, the following informational page displays:
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The following instructions assume that you have selected the check box at the bottom of the screen to hide this page. If you have not hidden this page, click Begin Export and continue with Step 2. To export data to an external file 1. To export data at the account level, click Management > Accounts, select the desired account, click the More Actions drop-down list, then click Export. Or To drill down to and export specific data at any level below the account level, open the desired list to display only the information you want to export, click the More Actions drop-down list, then click Export. For example, to export a specific campaign's data, click Management, click Accounts, click the desired account in the Account column, select the check box for the desired campaign, click the More Actions drop-down list, then click Export.
2. (Conditional) If you are exporting data at the account level, select the desired account, then select the data types that you want to export. The available data types vary depending on the selected account, and can include the following: Campaigns Groups Text Ads Image Ads Keywords Placements Group Placement Exclusions Ad Negatives Group Negatives Campaign Negatives Campaign Placement Exclusions
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3. Click Next to display Step 2 of the Export Wizard.
4. Using the various tabs on the left side, select the columns that you want to export. The available tabs correspond to the data types you selected in the previous step. The columns default to checked or unchecked depending on which columns are currently visible. You can click an underlined column header to check or uncheck all items under that heading. 5. Click Next to display Step 3 of the Export Wizard.
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6. Specify a name and an optional description for the file. 7. Click Export. While the file is being generated, a dialog box displays a progress bar to let you know the status of the process. After the file is generated, a dialog box displays that lets you open or save the file. 8. Click Save File > OK. You can now open the file in an external application to edit the data as desired. For example, in Excel, you can use the Find and Replace feature to search for and replace all occurrences of "Paused" with "Active" to activate all paused keywords. For more information about importing the file back into SearchCenter, see Import External Files into SearchCenter.
Import External Files into SearchCenter

After you have exported data into an external file and edited the data in a spreadsheet or text editor, you must import the file back into SearchCenter. For more information about the exporting process, see Exporting. The Import/Export feature lets you import files that you edited in external applications, such as Microsoft Excel or a text editor, back into SearchCenter. You can import data at the account level or you can drill down to import specific data for individual items, such as campaigns, groups, and so forth. Note: The total file size that can be uploaded in a single import process is 50 MB. The first time you access the Import/Export feature at the account level by clicking Management > Import/Export, the following informational page displays:
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The following instructions assume that you have selected the check box at the bottom of the screen to hide this page. If you have not hidden this page, click Begin Import and continue with Step 1. To import data from an external file 1. Click Management, click Export/Import, then click Import.
2. Specify or browse to the file you want to import into SearchCenter, then specify an optional description for the imported file. 3. Click Upload to import and validate the file.
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You can see a list of items that have passed validation and are ready to be imported. You can also see a list of items with errors that will be re-exported to a new file after you click Confirm. You can choose Download File With Errors Marked or Download Items Errors Only.
4. Select an import option: Begin Processing Now: Begins the import immediately when you confirm the import. Begin Processing On: Lets you specify a date and time to import the data. You can choose any date and time within the next seven days. 5. Click Confirm, then click OK to import the file into SearchCenter. 6. (Conditional) If your data has errors, click Save File > OK to re-export the error data to a new file. Note: If your data does not have errors, but is not approved for application, the file expires after seven days.
Download the Import Template

Use the Excel template to help you create an external file that you can use to import data into SearchCenter. You can use a template to create campaigns, including ad groups, ads, keywords, and other items in a spreadsheet. You can then import the spreadsheet into SearchCenter. 1. Click Management > Accounts.
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2. Select the check box next to the account for which you want to create an external file, click the More Actions drop-down list, then select Download Import Template.
3. Select the data types that you want to export. The available data types vary depending on the selected account, and can include the following: Campaigns Groups Text Ads Image Ads Keywords Placements Group Placement Exclusions Ad Negatives Group Negatives Campaign Negatives Campaign Placement Exclusions 4. Click Next to display Step 2 of the Export Wizard.
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5. Using the various tabs on the left side, select the columns that you want to export. The available tabs correspond to the data types you selected in the previous step. Columns required for creating new data items are pre-selected and cannot be deselected. 6. Click Next to display Step 3 of the Export Wizard.
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7. Specify a name and an optional description for the file. 8. Click Export. While the file is being generated, a dialog box displays a progress bar to let you know the status of the process. After the file is generated, a dialog box displays that lets you open or save the file. 9. Click Save File > OK. A file is created that contains the column headers and one row containing default data. You can now open the file in an external application to edit the data as desired.
Integrating SearchCenter with Microsoft Excel

If you prefer to edit your SearchCenter data in an Excel spreadsheet, you can simplify the process by installing ExcelClient. ExcelClient makes it easier to exchange files with SearchCenter so you can edit data and upload it directly from Excel for synchronizing with SearchCenter.
Install ExcelClient
Before you can use ExcelClient, you must download and install it. Note: ExcelClient requires that you have Windows 2000 or later and Excel 2000 or later installed on your computer. 1. 2. 3. 4. Click the Adobe Digital Marketing Suite drop-down list on the suite header, click SiteCatalyst, then select ExcelClient. From the drop-down list on the ExcelClient Download page, select your version of Excel. Click Download Now!. Click Save File to confirm that you want to save the file to your computer. The SiteCatalyst Excel Toolbar Setup.exe file downloads and saves to the default download location on your system. 5. Run SiteCatalyst Excel Toolbar Setup.exe. 6. On the Welcome screen, click Next. 7. Select the checkbox to agree to the licensing terms, then click Install.
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8. When the installation is complete, click Finish. ExcelClient adds a toolbar to Microsoft Excel. In Microsoft Excel 2007, the toolbar appears in the Add-ins tab. In previous versions of Excel, the toolbar appears with the other toolbars at the top of the Excel screen.
Log in to ExcelClient
ExcelClient connects to SearchCenter and other applications in the Adobe Digital Marketing Suite. To connect to the Marketing Suite applications, you must log in to ExcelClient. Logging in to ExcelClient opens a live link between Excel and SearchCenter. 1. Open Excel. 2. On the ExcelClient toolbar (or on the Add-Ins tab), double-click Login to display the ExcelClient Login dialog box. 3. Type the company, username, and password you use to log in to SearchCenter and other Adobe Digital Marketing Suite products, then click Login. The ExcelClient toolbar changes to include several new buttons. Also, the Login button changes to a Logout button. After you have logged in to ExcelClient, you can download campaigns, change items, and upload data back into SearchCenter.
Add Keywords to Excel

Before you can edit information from SearchCenter, you must add the keywords to Excel. 1. Click Fetch Keywords. The SearchCenter Fetch Keywords dialog box opens. The SearchCenter Fetch Keywords dialog box shows who last fetched keywords, and provides several options to help you choose the data you want to download. 2. Select the report suite and search engine from the drop-down lists. 3. Choose whether to create a blank template or fetch keywords. Choose Create Blank Template if you are creating a new campaign or Fetch Keywords if you are adding keywords from an existing campaign to Excel. 4. Select the campaigns you want to import. You can select All Campaigns, or you can choose individual campaigns by clicking them in the Campaigns list. Use Control-Click to select multiple campaigns. 5. To import groups, select the groups you want to import. Bulk and ExcelClient work on a row of data, which includes a full hierarchy of data (for example, a campaign, group, keyword, or ad). 6. Select the columns you want to include. It is recommended that you import all columns (the default). However, you can click Select Columns and import only the desired columns by clicking the columns you want, then clicking Add in the Customize Columns dialog box. 7. Select whether to create a new worksheet or use an existing worksheet. 8. From the Worksheet drop-down list, select the worksheet where you want to place the data. If you select an existing worksheet, any existing data on that worksheet will be overwritten. 9. Click OK.
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The data is added to Excel, where you can view or edit it as needed.
Make Changes in Excel

Edit the data in the Excel spreadsheet like you would any other Excel spreadsheet. Notice that new or changed data appears in italicized blue print. This makes it easy to see which data has changed. You can also add new columns, keywords, text ads, and other data. When you upload your data to SearchCenter, SearchCenter automatically creates any new items from the spreadsheet.
Upload Changed Data to SearchCenter

When you've made your changes, upload them to SearchCenter. 1. Click Upload Keywords on the ExcelClient toolbar. 2. From the Worksheet drop-down list, select the worksheet you want to upload, then click OK. Your data is validated and submitted to SearchCenter. You receive an e-mail when the changed data has been added to your campaigns in SearchCenter. After your data is accepted, it appears in SearchCenter. The Event History shows that you uploaded data, whether your changes are accepted by the search engine or not.
Delete Ads and Keywords

If you delete a row from the spreadsheet, it does not delete the keyword in that row from SearchCenter. This is because the ExcelClient does not require you to work with the whole data set, so SearchCenter considers any missing data to be data you chose not to edit in the spreadsheet. 1. Open a bulk file containing SearchCenter data. 2. For all keywords you want to delete, type the word yes in the Keyword Delete column. This signals to SearchCenter that the keyword is to be deleted. 3. Click Upload Keywords. When the uploaded data is synchronized with SearchCenter, the specified keywords are deleted.
Required and Optional Fields for Excel Client and Bulk Upload
List of required and optional fields when using the Excel Client with various search engines. Required and Optional Fields for Baidu and the Excel Client Table listing the required (in bold) and optional fields that can be included in an Excel spreadsheet for the Baidu search engine, along with the valid values for each field. Field Campaign Name Ad Group Name Type Required Required Valid Values Validations Not Blank Not Blank
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Field
Type
Valid Values
Validations Max Length: 20
Ad Title
Required
Not Blank Max Length: 40
Ad Description
Required
Ad URL
Required
Not Blank Min Length: 11 Max Length: 220 Starts with http:// or https://
Keyword Content Match Keyword Price Mode Keyword Keyword Max CPC Keyword Delete Business Rule
Optional Optional Required Optional Optional Optional
On, Off Manual, Automatic Max Length: 64 Max Value: 2000 Yes, No Valid business rule name
Required and Optional Fields for Bing and the Excel Client table lists the required (in bold) and optional fields that can be included in an Excel spreadsheet for the Bing search engine, along with the valid values for each field. Field Campaign Name Type Required Valid Values Validations Not Blank Max Length: 100 Campaign Description Campaign Budget Optional Optional Min Value: 5 Max Value by Currency: AUD: 9654000.00
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Field
Type
Valid Values
Validations BRL: 18958500.00 CAD: 7500000.00 CHF: 8931900.00 DKK: 42140000.00 EUR: 5850000.00 GBP: 3938700.00 JPY: 795750000.00 NOK: 47076000.00 NZD: 10386600.00 SEK: 52959000.00 SGD: 12360900.00 USD: 7500000.00 ZAR: 45708000.00
Campaign Budget Type
Optional
Monthly Budget Divide Daily Across Month Monthly Budget Spend Until Depleted Daily Budget with Maximum Monthly Spend
Campaign Daily Budget Campaign Status
Optional Optional Active, Paused
Min Value: 0.05
Campaign Negative Keywords Optional
Comma (,) or pipe (|) separated values Max Length: 60 Editable only if the current date has not passed Must not be after 06/06/2015 Active, Paused
Order Name Order Start Date
Required Optional
Order End Date Order Status
Optional Optional
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Field Search Network Content Network Row Type Ad Title
Type Optional Optional Required Required
Valid Values On, Off On, Off Text Ad, Keyword
Validations
Ad Description
Required
Ad Display URL
Required
Ad Destination URL
Required
Not Blank Max Length: 1022 Must start with http:// or https://, or it must be a param: {param1} or {param2} or {param3}
Ad Status Ad Delete Keyword
Optional Optional Required
Active, Paused Yes, No Not Blank Max Length: 100
Keyword Match Type Keyword Max CPC Keyword Status Keyword Delete Keyword Param 1 Keyword Param 2
Required Optional Optional Optional Optional Optional
Broad, Exact, Phrase Valid Number Active, Paused Yes, No Max Length: 1022 Max Length: 70
176
Field Keyword Param 3
Type Optional
Valid Values
Validations Max Length: 70 Comma (,) or pipe (|) separated values Valid business rule name
Keyword Negative Keywords Optional
Business Rule
Optional
Required and Optional Fields for Facebook and the Excel Client Table listing the required (in bold) and optional fields that can be included in an Excel spreadsheet for Facebook, along with the valid values for each field. Field Account: Name Required Max Length: 50 Not Blank Invalid Characters: \ (backslash) Authorization Required account id user id session key session secret (All populated automatically by Facebook) Campaign: Name Status Required Required 1, 0 1-100 Characters 1=Active 0=Paused Daily Budget Required Number larger than 0 Validated based on account currency Cannot be in the past All fields must have values from Facebook. Done automatically through Facebook Connect. Type Valid Values Validations
Start Date
Optional
177
Field End Date Ad: Name Title Image
Type Optional
Valid Values
Validations Must be later than start date
Required Required Optional .jpg .gif .png
1-30 characters 1-25 characters Must be less than 250K when uploaded
Description Destination URL
Required Required Valid URL, including http:// or https:// 1, 0
1-135 characters
Status
Required
1=Active 0=Paused
Bid Type Max Bid Targeting: Countries
Required Required
CPC or CPM Currency amount
Default=CPC Cannot be 0
Required
Valid country
Must use countries provided by autocomplete in interface Must use states or provinces provided by autocomplete in interface Must use cities provided by autocomplete in interface Default=Any-Any
State/Province
Optional
Valid state or province
City
Optional
Valid city
Age Target on birthday Gender
Optional Optional Optional
13-65 or Any-Any Yes, No Male, Female, Both
Default=Both
178
Field Keywords
Type Optional
Valid Values Valid keywords
Validations Must use keywords provided by autocomplete in interface Must use colleges provided by autocomplete in interface Must use college majors provided by autocomplete in interface
Colleges
Optional
Valid colleges
College Majors
Optional
Valid majors
Education Status
Optional
All, In High School, In College, College Grad Valid year Available only is Education Status is In College. Valid years are between the current year and the current year + 4. Must use workplaces provided by autocomplete in interface
Graduation Years
Optional
Workplaces
Optional
Valid workplaces
Relationship Status
Optional
Single, in a relationship, Engaged, Married Male, Female Default=None
Interested In
Optional
Required and Optional Fields for Google and the Excel Client Table listing the required (in bold) and optional fields that can be included in an Excel spreadsheet for the Google search engine, along with the valid values for each field. Field Campaign Name Type Required Valid Values Validations Max Length: 128 Not Blank Invalid Characters: \ (backslash) Campaign Status Campaign Budget Optional Required active, paused Valid Number
179
Field
Type
Valid Values
Validations Not Blank No commas Optional $ at beginning Non-negative
Campaign Negative Keywords
Optional
List of negative keywords separated by a semicolon (;). Valid Characters: Alpha-numeric, #, $, &, _, -, [, ], ', +, ., :
Campaign Network Ad Group Name
Optional Required
yes, no Max Length: 255 Not Blank Invalid Characters: \ (backslash)
Campaign Geo Target Allow Campaign Geo Target
Optional
On, Off
Optional
countries (Country List) regions (Region List) areas (Area List) cities (City List)
Campaign Target Type Campaign Cost Type
Optional
keyword, website
Optional
cpc, cpm
cpm only valid if Campaign Target Type is Website. See Google Adwords for available languages. Valid Date (Not editable after campaign has started)
Campaign Language
Optional
Language
Start Date
Optional
180
Field End Date
Type Optional
Valid Values
Validations Valid Date List of negative keywords separated by semicolon (;) Valid Characters: Alpha-numeric, #, $, &, _, -, [, ], ', +, ., :
Ad Group Negative Keywords Optional
Ad Group Match Type Enabled Ad Group Destination URL
Optional
Yes, No
Optional
Not Blank Starts with http:// or https:// Max Length: 1024
Ad Group Max CPC
Required
Valid Number Not Blank No commas Optional $ at beginning Less than Campaign Budget Min: 0.01 Max: 999.99
Ad Group Status Custom Groups Row Type Keyword (if Row Type is Keyword)
Optional Optional Required Required
active, paused If added by user Text Ad, Keyword Max Length: 80 Valid Characters: Alpha-numeric, #, $, &, _, -, [, ], ', +, ., :
Keyword Max CPC (if Row Type is Keyword) Keyword URL
Optional
Same as Ad Group Max CPC
Optional
Not Blank
181
Field
Type
Valid Values
Validations Starts with http:// or https:// Max Length: 1024
Keyword Match Type Keyword Status Business Rule Keyword Delete Negative
Required Optional Optional Optional Optional
Broad, Phrase, Exact active, paused Valid business rule name yes, no yes, no Max Length: 25 Invalid Characters: ~, *, | Not Blank
Ad Title (if Row Type is Text Required Ad)
Ad Description 2 (if Row Type is Text Ad)
Required
Max Length: 35 Invalid Characters: ~, *, |
Ad Description 1 (if Row Type is Text Ad)
Required
Max Length: 35 Invalid Characters: ~, *, | Not start with http:// or https:// Max Length: 35
Ad Display URL (if Row Type Required is Text Ad)
Ad Destination URL (if Row Required Type is Text Ad)
Max Length: 1024 Starts with http:// or https:// active, paused yes, no
Ad Status Ad Delete Ad Exemption Request
Optional Optional Optional
Required and Optional Fields for Yahoo and the Excel Client Table listing the required (in bold) and optional fields that can be included in an Excel spreadsheet for the Yahoo search engine, along with the valid values for each field.
182
Field Campaign Name
Type Required
Valid Values
Validations Max Length: 50 Not Blank Invalid Characters: \ (backslash)
Group Name
Required
Max Length: 20 Valid Characters: Alpha-numeric, -, _
Campaign Budget
Optional
Valid Number Not Blank
Campaign Description Campaign Sponsored Search Campaign Advanced Match Campaign Content Match Campaign Watch Start Date
Optional Optional Optional Optional Optional Optional On, Off On, Off On, Off On, Off Valid Date Not Blank Must be within the next 13 months.
End Date
Optional
Valid Date Not Blank Must not be after 12/30/2036
Campaign Status Group Status Group Sponsored Search Group Content Match
Optional Optional Optional Optional
active, paused active, paused yes, no yes, no
183
Field Group Advanced Match
Type Optional
Valid Values yes, no
Validations
Group Sponsored Search Max Optional Bid
Valid Number Not Blank No commas Min: 0.10 Max: 999.99 Optional $ at beginning
Group Content Max Bid
Optional
Valid Number Not Blank No commas Min: 0.10 Max: 999.99 Optional $ at beginning
Group Negative Keywords
Optional
List of negative keywords, separated by semicolon (;) Text Ad, Keyword Max Length: 100 Invalid Characters: [comma], ;
Row Type Keyword
Required Required
Keyword Advanced Match Keyword Max Bid
Optional Optional
yes, no Valid Number Not Blank No commas Min: 0.10 Max: 999.99 Optional $ at beginning
Keyword Status
Optional
active, paused
184
Field Keyword Delete Description
Type Optional Required
Valid Values yes, no
Validations
Max Length: 190 Min Length: 1 Not Blank
Short Description
Required
Max Length: 70 Min Length: 1 Not Blank
Title
Required
Max Length: 40 Not Blank
Display URL
Required
Max Length: 35 Min Length: 1
Destination URL
Required
Max Length: 1024 Min Length: 1 Must start with http:// or https://
Ad Name
Optional
Max Length: 300 Not Blank
Ad Status Ad Delete
Optional Optional
active, paused yes, no
Currencies Supported by SearchCenter
185

List of currencies currently supported for each major engine.
Baidu
List of currencies currently supported for Baidu. Currency Abbreviation CNY Description Chinese Yuan Renminbi
Facebook Currencies
List of currencies currently supported for Facebook. Currency Abbreviation AUD CAD CHF CLP COP DKK EUR GBP HKD JPY NOK SEK TRY USD Description Australian Dollar Canadian Dollar Swiss Franc Chilean Peso Colombian Peso Danish Krone Euro British Pounds Sterling Hong Kong Dollar Japanese Yen Norwegian Krone Swedish Krona Turkish Lira United States Dollar
186
Currency Abbreviation VEF
Description Venezuelan Bolivar
Google
List of currencies currently supported for Google. Currency Abbreviation AED ARS AUD BGN BOB BRL CAD CHF CLP CNY COP CZK DKK EEK EGP EUR GBP Description United Arab Emirates Dirham Argentine Peso Australian Dollar Bulgarian Lev Bolivian Boliviano Brazilian Real Canadian Dollar Swiss Franc Chilean Peso Yuan Renminbi Colombian Peso Czech Koruna Denmark Kroner Estonian Kroon Egyptian Pound Euro British Pounds Sterling
187
Currency Abbreviation HKD HRK HUF IDR ILS INR JPY KRW LTL MAD MXN MYR NOK NZD PEN PHP PKR PLN RUB SAR SEK SGD
Description Hong Kong Dollar Croatian Kuna Hungarian Forint Indonesian Rupiah Israeli Shekel Indian Rupee Japanese Yen South Korean Won Lithuanian Litas Moroccan Dirham Mexico Peso Malaysian Ringitt Norway Kroner New Zealand Dollar Peruvian Nuevo Sol Philippine Peso Pakistan Rupee Polish NewZloty Russian Rouble Saudi Riyal Sweden Kronor Singapore Dollar
188
Currency Abbreviation SIT SKK THB TRY TWD USD VEB ZAR
Description Slovenian Tolar Slovak Koruna Thai Baht New Turkish Lira New Taiwan Dollar US Dollars Venezuela Bolivar South African Rand
Microsoft Bing and MSN Currencies

List of currencies currently supported for Microsoft Bing and MSN. Currency Abbreviation CAD EUR GBP SGD USD Description Canadian Dollar Euro British Pounds Sterling Singapore Dollar United States Dollar
Yahoo Currencies
List of currencies currently supported for Yahoo. Currency Abbreviation AUD BRL Description Australian Dollar Brazil Reais
189
Currency Abbreviation CAD CNY EUR GBP HKD INR JPY KRW MXN TWD USD
Description Canada Dollar China Yuan Renminbi Euro British Pounds Sterling Hong Kong Dollar Indian Rupee Japan Yen Korean Won Mexican Peso Taiwan New Dollars United States Dollar
Yahoo Japan Currencies

List of currencies currently supported for Yahoo Japan. Currency Abbreviation JPY Description Japan Yen

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Using SearchCenter Tools..............................................................................................24

Formulaic Bid Change...................................................................................................................................................27

Last updated 1/23/2012

Inline Status Notification..............................................................................................................................................41

Last updated 1/23/2012

Last updated 1/23/2012

Last updated 1/23/2012

Landing Page Optimization......................................................................................................................................106

Automated Campaign Generation.........................................................................................................................127

Changing Report Graphs...........................................................................................................................................143

Last updated 1/23/2012

Using the SearchCenter Report Tools...................................................................................................................148

Adding Metrics to a Report.......................................................................................................................................158

Viewing Trended and Ranked Reports..................................................................................................................160

Viewing and Editing SearchCenter Data in an External Application.......................162

Last updated 1/23/2012

Currencies Supported by SearchCenter.....................................................................185

Last updated 1/23/2012

Contact and Legal Information

Contact and Legal Information

Contact and Legal Information

Getting Started with Adobe SearchCenter

Getting Started with Adobe SearchCenter

Start SearchCenter from SiteCatalyst 14

Getting Started with Adobe SearchCenter

2. Click the SearchCenter icon on the pinwheel.

Getting Started with Adobe SearchCenter

Start Adobe SearchCenter from SiteCatalyst 15

Getting Started with Adobe SearchCenter

By default, SearchCenter opens to the accounts management screen.

Getting Started with Adobe SearchCenter

Getting Started with Adobe SearchCenter

New User Navigator

Getting Started with Adobe SearchCenter

Getting Started with Adobe SearchCenter

Getting Started with Adobe SearchCenter

Getting Started with Adobe SearchCenter

Confirm That Your Ad Was Set Up Correctly

Using SearchCenter Tools

Using SearchCenter Tools

Report Suite Selector

Using SearchCenter Tools

Find & Replace

Using SearchCenter Tools

Hierarchy Level Ads

Account All accounts except Facebook

Baidu Google Yahoo

Substparam1 (Destination URL) Destination URL

Create a Find & Replace String

Using SearchCenter Tools

Formulaic Bid Change

Using SearchCenter Tools

Attribute Max Bid

Hierarchy Level Ads

Using SearchCenter Tools

Using SearchCenter Tools

Using SearchCenter Tools

Calculated Metrics Menu

Using SearchCenter Tools

) to display the calendar.

Using SearchCenter Tools

Using SearchCenter Tools