7 Labels Features You Will Love in DoubleClick Search

For me, AdWords labels is an essential part of my day-to-day account management. They help keep every layer of an account organized. A few typical jobs include the following:

  • Organize your ad copy
  • Highlight potential problem areas you want to come back to
  • Label up areas you are testing
  • Group campaigns, ad groups, and keywords together for reporting purposes
  • Automate account changes

Becoming familiar with labels is necessary for anyone who is organization-obsessed, as labels in DoubleClick Search (DS) have added lots of additional functionality. I will run through an overview of my favorite seven features of DS labels.

1. The Labels Tab

This tab can be found in the left-hand side navigation, where you’ll find a list of all your labels set up in the account. Here you have an overview and a summary of the metrics associated with that label. You can filter selected labels, which is great for comparing performance of different labels. If you are using lots of labels, you can use filters in a similar way to most Google products, as shown below.


2. Label Inheritance

Labeling in DS work at a multi-level, this means when you apply a label to a group of campaigns the label will also be applied to the ad groups and keywords within. Any new objects added will have the label automatically applied.

3. Label View

You can click through to see the usual interface filtered to that labeled view. From this point you can navigate the performance of the campaigns, ad groups, and keywords within that label.


This is a great way to optimize different keyword types. For example you can filter to all your generic keywords and optimize these without brand keywords impacting the data.

4. Label Columns

As in AdWords, you can add a column for labels to see all the labels that have been directly applied and inherited to that object. There is also an additional column for “All labels,” which will show all labels directly applied to that object. A hierarchy symbol appears next to any inherited labels.


5. Labels and Bulksheets

Apply, edit, remove, and create labels using bulksheets. Manipulating labels offline has been a feature AdWords has been lacking for quite a while. Utilizing bulk sheets will allow you to alter labels in your account quickly and efficiently. For example, if you are updating ad copy offline you can apply labels at this point.

6. Across Advertiser Platforms

Labels can be applied across different advertiser platforms and accounts. This makes the process of optimizing and reporting a lot quicker. Automated rules can also be applied across advertising platforms. Automated rules is a feature that Bing Ads currently lacks. This allows automated rules to be created more quickly and also means account changes are consistent throughout your campaigns. This feature is a life saver when changes need to be made overnight and during holidays.

7. Dynamic Labels

Personally I think this is one of the best features of DoubleClick Search. Create rules to label up objects based on their performance. There are a plethora of metrics you can base these rules on, including Google Analytics. Here are a few ideas, but there are plenty more:

  • Strong ROI and low average position
  • High impression and below average CTR
  • Above average cost per acquisition
  • High conversion rate with low traffic
  • High spend and no conversions

If your rules drive a match, there are several actions you can take including adding a label. This will allow you to go in and review the keywords that have been labeled up.


You can also set rules based on labels. If a keyword has been tagged up you can set a rule to run to change a bid or pause, etc.

Tip: Remember to add a counter rule to remove labels when an object doesn’t fall within your criteria any longer.

DoubleClick Search has brought some fantastic label features that AdWords should be envious of. Making use of labels is an essential tool to help report, optimize, and manage your accounts on a day-to-day basis more efficiently.

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