Dart Search User Guide

September 22, 2005
DART Search User

Guide
COPYRIGHT 2005, DOUBLECLICK INC. ALL
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DoubleClick does not warrant, guarantee or make any representations or otherwise concerning the contents of this documentation or the
applicability thereof. DoubleClick reserves the right to change the contents of this document at any time without prior notification of such
updates.
Trademarks
DART, DOUBLECLICK, DARTmail, and CHANNELVIEW are registered service marks of DoubleClick Inc.
COPYRIGHT 2005, DOUBLECLICK INC. ALL

PREFACE TO DART SEARCH USER GUIDE
About this guide This guide is intended for Agencies who utilize DART Search to manage search
programs for Advertisers and Publishers. You must have administrative rights to
DART Search to perform the majority of tasks described in this guide.
This guide is divided into the following sections:
How this guide is • Overview begins by explaining features within the DART Search interface, and
organized how you can use the interface to perform tasks working as an Admin (working as
Yourself), or Advertiser.
• Keyword Management explains the tasks to use for managing large volumes of
keywords on multiple search engines. The Keyword Management interface
provides you with a robust interface enabling you to view and manage keywords
across Campaigns, Keyword Groups, Categories and so on.
• Bid Management explains DART Search Bid Management module for keyword
bidding on paid placement search engines. The Bid Management module removes
the complexity from keyword bidding. Based on a simple set of Rules that you
provide, DART Search will make keyword bid decisions for you. In addition, you
can monitor the performance of your keywords through DART Search robust Bid
Management Reports.
• Reports allows your to monitor the performance of your keywords through the
DART Search reporting options.
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Introduction
Tracking Solution 1. Consumer Visits Search Engine and Clicks Link
The consumer clicks on a keyword sponsored link in the search engine and the engine
records statistics about the keyword when it was clicked, such as the keyword's
relative position, click cost, etc. The consumer is then redirected to the DART Search
clickserver where the click is counted. Once the click is counted the consumer is
seamlessly forwarded to DFA.
2. DFA Drops Cookie and Redirects Consumer
DFA drops a cookie on the consumers computer, and the consumer is seamlessly
forwarded to the Advertiser's site. Cookie-less options are sometimes utilized by
recording consumer IP information.
3. Consumer Performs a Transaction or Action
The consumer purchases a product or completes an application (event) on the

Advertiser’s site.
4. Consumer Data is Transmitted
Once the consumer completes the purchase or event on the Advertiser’s site, the
consumer is directed to the Thank You page (or registration confirmation page) on the
Advertiser’s site. From the confirmation page DFA serves its spotlight tag. DFA
records the order event information which includes action, transactions and sales data.
5. Reporting
The event data is aggregated into a databanking file at the day level by DFA. DFA
divides the databanking file into action and transaction data, which is then converted
into insert transaction format. Once the data is converted into insert transaction
format it’s submitted to DART Search. Dart Search displays the data through
performance based reports in the DART Search interface.
The following diagram illustrates the process described above:
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Spotlight Tag In DART Search, the Spotlight tagging feature is used by Advertisers to analyze
consumer behavior on their websites after users have clicked or viewed their ads. A
Spotlight tag is a HTML tag that is used to capture the activities of users. For a
Spotlight activity to be reported on, it must have been created by a user who:
• clicked on one of your ads and is sent to your website, or viewed one of yours ads
and accesses your website by a means other than clicking one of your ads
• performed an activity on a Web page containing a Spotlight tag, such as going to a
purchase confirmation page that contains a sales tag
• performed this activity within 30 days of clicking and/or viewing one of your ads.
DoubleClick DART Search User Guide Last Modified September 23, 2005 vi
DART Search User’s Guide Table of Contents
Preface to Dart Search User Guide ........................................iv

Introduction .............................................................................v
Getting Around in DART Search ...........................................1
Setup ........................................................................................4
Dashboard .............................................................................22
Keyword Management..........................................................35
Campaigns.............................................................................58
Keyword Group .....................................................................71
Keywords...............................................................................84
Categories ...........................................................................104
Types....................................................................................111
Bid Management .................................................................114
Bid Rules .............................................................................116
Notifications ........................................................................137
Reporting .............................................................................140
Search Reports ...................................................................148
Bid Management Reports...................................................151
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Getting Around in DART Search
Log into DART To log into DART Search, type your username (e-mail address) in the Username:
Search text box, type your password in the Password text box, and click the Login button.
The system takes you to the My Accounts Report page. By Default, the My
Accounts Report page is the first page you see when you login to DART Search, as
shown in the figure below:
You may wish to run a report. To do so, select a date range from the date options and
click the Generate Report button. See Generate a Report p.140 for more
information. The system displays data for all Advertisers in your My Advertisers list,
as shown in the figure below:
DoubleClick DART Search User Guide Last Modified September 26, 2005 1
DART Search User Guide
Navigating in DART Search consist of several layers of navigation and each level is designed to
DART Search provide orientation (Where am I in the site?), to the user. There are four navigation
links located in the upper right corner of each page in DART Search (Home, Setup,
Help and Logout).
• The Home link closes the page that you are working from and returns you to the
My Accounts Report page.
• The Setup link contains four tabs (personal, advertiser, system and datafeeds) each
tab provides different features. Typically, you will use the features in Setup to
manage your personal settings such as, change your password. Each tab is
described in further detail later in this guide.
• Help navigates to the Online Help, which assists you in using DART Search.
• Logout closes the DART Search application.
Product Tabs The My Accounts Report page also includes one or more product tabs based on the
options setup for an account.
• Search tab: The search area of the DART Search interface provides features that
enable you to manage an Advertisers keyword programs and bids.
• Affiliate tab: This area of DART Search enables you to manage an Advertisers
affiliate programs. Affiliate programs include non-keyword programs.
• Reports tab: Contains both Search and Affiliate reports.
If the Search and Affiliate options were enabled for an Advertiser you will see the
Search, Affiliate and Report tabs. Otherwise, you will see the Search and Reports
tabs.
Navigation Tabs Within the Search tab there are six tabs: my advertisers, dashboard, keyword
organization, individual keywords, bids and upload are the primary levels of the
site. Tabs are highlighted to indicate the section you are working in, as shown in the
figure below:
There is a secondary level of navigation tabs located beneath the primary level of
navigation tabs, as shown in the figure below:
Breadcrumbs Breadcrumbs are navigation links that appear throughout DART Search on certain
pages within the interface. Breadcrumbs provide orientation and allow you to
navigate back to a previous page or a starting page, as shown below:
In addition to breadcrumbs, the Return to previous page link allows you to navigate
back to a previous page. Typically, this link appears only if you have an error when
using the system, as shown below:
Note: It is important not to use your Browser’s Back button when navigating in
DART Search. Doing so can cause disruption in the data displayed on the
individual pages. We strongly recommend using the breadcrumbs and
navigation tabs when navigating through the interface.
Setup
The setup area allows you to view and edit your personal settings. You will only need
to utilize the change password feature. Please contact your Business Application
Representative to change other settings.
Personal Tab The Personal tab contains links to the manage my accounts list, edit personal
information and change my password tabs.
Manage My The My Account List allows you to quickly access the accounts that you manage for
Account List a particular agency. Using the features on the My Accounts page, you can add or
remove Advertisers and Publishers from your My Accounts page. If this is the first
login to DART Search, the My Accounts page is empty as shown in the figure below:
If your Agency does not yet contain any Advertisers and you would like to create
Advertisers, please contact your Business Application Representative.
If your My Accounts does not contain Advertisers and Publishers, and you would like
to add them to your My Accounts.
Add Advertisers
and Publishers to
My Accounts Step Action
1 Choose the Setup tab.

The My Accounts Page appears.
2 In the Find...drop-down list select either Advertisers or Publishers.
Step Action
3 In the Active Accounts drop-down list, select one of the following:

• All Accounts
• Active Accounts
• Inactive Accounts
Unless you are searching for an inactive Advertiser or Publisher leave the setting on
Active Accounts.
4 In the text box, enter all or part of the name of the desired Advertiser or
Publisher.
5 Click the Find button.

The account names which contain the criteria you entered display in the Site/
Company Name box.
6 Select the check box next to the account you wish to add and click the Add to
My Accounts button.
The Advertiser or Publisher you added appears in the My Accounts list.
To remove a Advertiser or a Publisher from the My Accounts list.
Remove
Advertisers and
Publishers Step Action

The My Accounts page appears.
2 Select the check box of the desired Advertiser or Publisher and click the
Remove from My Accounts button, as shown below:
Edit My Personal To edit your personal information.

Information
Step Action

The My Accounts page appears.
2 Select the edit my personal information tab.

The Edit My Personal Information page appears as shown in the figure below:
Step Action
3 Optionally, you can select a title from the Saluation drop-down list.
4 Enter the users first name.
5 Optionally, you can enter the users middle initial.
Step Action
6 Enter the users last name.
7 To change the Locale (language) from the Locale drop-down list, select a
language.
Note: The DART Search interface appears in the language that was selected.
8 Click the Submit button.

The system displays a confirmation message that the information changed
successfully.
Change My To change your password.

Password
Step Action
2 Select the change my password tab.

The Change Password page appears, as shown in the figure below:
Step Action
3 To change your password:

• In the Old password text box, enter your current password.
• In the New password text box, enter your new password.
• In the Confirm New Password text box, re-enter your new password.
Hint: New passwords must contain only alpha-numeric characters and be at least
seven characters in length.
Step Action
4 Click the Save button.

Or
Click the Cancel button.
Advertiser Tab The Advertiser tab provides links to the My Advertisers and Find Advertisers pages.
My Advertisers The Advertisers page enables you to quickly access and manage the Advertisers you
use most frequently.
Step Action
2 Select the advertiser tab.

The Advertisers page appears, as shown in the figure below:
Once you have added Advertisers to the My Accounts list, you will notice that for
each Advertiser there is an Action menu to the right of the account name.
The options listed in the Action menu enable you to manage and edit an Advertiser’s
settings including: Manage Profile, Manage Default EDS, Manage Publisher-
specific EDS, Manage Auto Response Emails, Download Email Address and
Customize Report Columns. You can also manage an Advertiser’s settings by
scoping to the desired Advertiser. See Scoping p.19 for more information.
Note: Once an advertiser is created the system assigns an Account ID (also

known as Advertiser ID or Vendor ID) to the advertiser. The Account ID
appears throughout DART Search. The Account ID appears in the search
results when you search for an advertiser, and on the Personal Tab in the
My Accounts list.
Find Advertisers The Find Advertisers page enables you to search for a specific Advertiser.
Step Action
2 Select Advertiser>Find Advertisers.

The Find Advertisers page appears.
3 Supply search criteria such as the name of the company, the URL, or primary
contact name.
Note: The system will return results containing the search string anywhere in the
field. For example, if you enter “great” for Site/Company Name, the system
will return companies with names such as “Great Deal” or “Greater Vision”. If
you supply multiple search criteria, the system will only return results that
meet all the criteria. To narrow your search, supply more criteria. To expand
your search, provide fewer criteria.
4 Click the Find Advertisers button.

The system returns a list of advertisers that meet your criteria.
Note: You can export the results of the Advertiser search to an Excel
spreadsheet. For more information, see Export to Excel p.10.
Browse You can also browse for Advertisers.
Step Action
Step Action
2 Select Advertiser>Find Advertisers.

The Find Advertisers page appears.
3 Click a linked letter, number range, or Other to locate the desired Advertiser.
Export to Excel Once you have obtained a set of search results, you may export the results to an Excel
spreadsheet file.
Step Action
1 Click the Export to Excel link.

The pop-up window appears, as shown below:
Step Action
2 Select:
• Open button
Or
• Save button.
If you select the Open button, the system opens the search results in an Excel
spreadsheet format as shown below.
Step Action
3 Select Save to save the spreadsheet to your hard drive or network file system.
4 Select File>Save As.

Using the Save As feature, save the file to your hard drive or network. Make sure to
note the filename and location of the file when you save it, so that you can easily
locate the file later.
System tab The system tab provides links to features that enable you to: Create an Advertiser,
Create a Publisher, Setup Auto Response Emails and Categorize Categories.
Note: You must create a Publisher and Advertiser in order to create relationships
in DART Search. Please contact your Business Applications Anaylst to
create Advertisers and Publishers.
Categories DART Search enables you to create categories of Advertisers and Publishers. Once
you have created the categories, you may assign Advertisers or Publishers, remove
Advertisers or Publishers, rename categories, or delete categories.
Step Action
2 Select System>Categories.
The Advertiser Category Find Results or Publisher Category Find Results page
appears, as shown in the figure below:
Create a Category To create a category.
Step Action
1 Select the desired categories tab.
2 Click the Create Category button.

The Create Category tab for Advertisers and Publishers appears, as shown in the
figure below:
Step Action
3 Enter in the new category name and click the Create Category button.
The new category name is added to the list of categories for the Manage Advertiser
Categories or Manage Publisher Categories.
Add Advertisers or To add Advertisers or Publishers to a category.

Publishers to a
Category
Step Action
1 Locate the category name for which you would like to add Advertisers or
Publishers.
2 Select Remove Publishers and click the Go button.

The Advertisers Categories or Publishers Categories page appears, as shown in the
figure below:
Step Action
3 The List of text box, list the Advertisers or Publishers that are assigned to the
category. In order to add Advertisers or Publishers to the category, you must
first search for the Advertiser or Publisher.
See Find Advertisers p.9 for more information.
4 The system returns a list of Advertisers or Publishers that meet your criteria.
Select the check box of the Advertiser or Publisher you want to add, and click
the Add to Category button.
Remove To remove Advertisers or Publishers from a category.

Advertisers or
Publishers
Step Action
1 Locate the category for which you would like to remove Advertisers or
Publishers from the Action menu, select Add/Remove Advertisers or Add/
Remvoe Publishers, and click the Go button.
2 The List of text box list the Advertisers or Publishers that are assigned to a
category.
3 Select the check box of the Advertiser or Publisher you wish to remove, and
click the Remove from Category button.
Rename a To rename a category.

Category
Step Action
1 Select the category from the Find Advertisers Results or Find Publishers
Results page.
2 From the Action menu, select Rename Category.

The Rename Category page appears, as shown in the figure below:
Step Action
3 In the New Category Name text box, enter the category name.
4 In the Confirm New Category Name text box, re-enter the new category name
and click the Rename Category button.
Delete a Category To delete a category.
Step Action
1 Select the category from the Find Advertisers Results or Find Publishers
Results page.
2 From the Action menu, select Delete Category.

The system asks you to confirm.
Step Action
3 Click the Yes button to delete the category. Or, click the No button to cancel.
My Advertisers
Step Action
Choose the Search tab.

The My Advertisers List page appears.
The My Advertisers List page is organized so you can perform tasks for a specific
Advertiser or for a specific Advertiser/Publisher relationship. The Selected Advertiser
drop-down list and Selected Relationship drop-down list contain options such as,
Manage Advertiser Profile, Create Relationship and Manage Relationship Profile,
respectively.
If your My Advertisers List does not yet contain Advertisers and you would like to
add Advertisers, see Manage My Advertisers List p.18 for more information.
Actions for To perform an action for an advertiser, first, select the radio button of the desired
Advertisers Advertiser, from the Selected Advertiser drop-down list, selected the desired option
(View Dashboard, Manage Campaigns, Manage Bid Strategies, Manage
Advertiser Profile or Create Relationship), and click the Go button.
Actions for To perform an actions for a relationship, first, click the (+) button next to the desired
Relationships Advertiser to view available Publishers, select the radio button of the desired
Publisher, from the Selected Relationship drop-down list, selected the desired option
(View Dashboard, Manage Campaigns, Manage Bid Strategies, Upload Groups,
Export Groups, Upload Keywords, Export Keywords and Manage Relationship
Profile), and click the Go button.
Manage My The Manage My Advertisers List page allows you to add Advertisers to your My
Advertisers List Advertisers list.
Step Action
1 Choose the Search tab.
2 Select the Manage My Advertisers List link.

The Manage My Advertisers List page appears, as shown in the figure below:
Step Action
3 In the Enter an Advertiser name or ID text box, enter the Advertiser’s name or
ID, and click the Find button.
Or
Select the check box of the desired Advertiser from the Available Advertisers
listing.
4 Click the Add Selected Advertisers button.

The desired advertiser is added to the My Advertiser list.
Scoping There are many pages within the interface in which you can view data pertaining to
All Advertisers and All Publishers in your My Advertisers list. For example, for each
tab on the Dashboard the system displays data for all Advertisers and Publishers.
However, for certain pages within the interface you must select an Advertiser/
Publisher relationship.
When you select an Advertiser and Publisher relationship, you are scoped to that
particular relationship. This means, once you have selected a relationship, the system
allows you to view data specifically for the relationship or perform an action for the
relationship such as, upload keywords.
To select a Advertiser/Publisher Relationship.
Step Action
2 Select the desired tab:

• keyword organization
• individual keywords
• bids
The Select an Advertiser/Publisher Relationship page appears, as shown in the
figure below:
Step Action
3 Select the radio button for the desired Advertiser.

The Associated Publishers list box displays the Publishers associated with an
Advertiser.
4 From the Associated Publishers list box, select the radio button of the desired
Publisher.
5 Click the Accept Selections button.

The Advertise/Publisher relationship for which you are scoped, appears in the top-
right area of the selected page, as shown below:
Note: You can scope to another Advertiser or relationship by selecting the

Advertiser hyperlink, Publisher hyperlink or Clear hyperlink, located in the
top-right corner of the selected page. The system clears the selected
relationship allowing you to select a different Advertiser/Publisher.
relationship.
Dashboard
The Dashboard consist of five tabs (Summary, Variance, Low Performance, High
Performance and Overview). If you are scoped to a particular Advertiser or scoped
to an Advertiser/Publisher relationship, data displays based on your scoping selection.
If you are not scoped, the system displays data for all Advertisers and all Publishers
in the My Accounts list. See Scoping p.19 for more information.
Note: In the Advertiser interface the Dashboard tab displays only for
Advertisers that have the Keyword Management option enabled.
Summary:Alerts The Summary page compiles keyword information from the Variance, Low
View Performance and High Performance reports for all Advertisers and Publishers
belonging to an account. Summary data is displayed in one of three views; Alerts
View, Performance View and Excel View. Select the link for desired view and the
system takes you to the corresponding page.
Step Action
2 Select>Dashboard tab.
The Summary:Alerts View page appears, as shown in the figure below:
Below are the columns and definitions in the Summary:Alerts View:
Columns Action/Descriptions
Advertisers and Publishers Displays the selected Advertisers and Publishers.
Budget Run Rate The Advertisers projected spend through the end of
the month.
Campaign Ending Alert Indicates that the campaign is scheduled to end in

DART Search in less than six days.
Trademark KWs Alert Keywords appearing in this column indicate that the
keyword has a bid strategy set to position one and the
keyword is in danger of falling out of position one.
Keywords Changed by Engines Contains the number of keywords that were changed
by the search engine. See Keyword Changes p.25 for
more information.
Keyword Variance Data from the Variance report.
High Perf. Keywords Data from the High Performing Keyword report.
Low Perf Keywords Data from the Low Performing Keyword report.
Summary The Summary Performance View displays data for the performance of keywords for a
Performance: View chosen time frame.
Step Action
2 Select the Dashboard tab.

The Summary:Alerts View page appears.
3 Select the Performance View link.

The Summary:Performance View page appears, as shown in the figure below:
Below are the columns and definitions in the Summary:Performance View:
Advertisers and Publishers Displays the selected Advertisers and Publishers.
Budget Run Rate The Advertisers projected spend through the end of
the month.
Mon.Budget The Advertiser’s monthly budget.
For the remaining Data Columns, see Column Definitions p.143 for more information.
Note: If you are scoped to a specific Advertiser, the Advertiser Summary or

Advertiser Performance pages displays for the selected Advertiser.
Excel View Select the Excel View link to view data from the selected page in Excel format, as
shown in the figure below:
Keyword Changes The Keyword Changes page provides the number of keywords changed by the search
engine. The changes apply only to the search engines, the keyword remains
unchanged in DART Search. You may accept or reject the changes made by the
search engine.
Below are the columns and definitions in the Keyword Changes page:
Columns Action/Descriptons
Original keyword name The keyword before it was changed by the search
engine.
Columns Action/Descriptons
New Keyword name The new keyword name as changed by the search
engine.
The Selected Keywords drop-down list allows you to perform one of two actions for
keywords; Accept changes or Keep Original Values.
Step Action
1 Select the checkbox of the desired keyword.
2 From the Selected Keywords drop-down list, select the desired option and
click the Go button.
Variance The variance view contains keywords whose CPC or Visits (as counted by DART
Search) changed by plus or minus 35% versus the selected time period, including
yesterday visits. Select a timeframe and click the Go button. The system displays data
for the chosen timeframe.
Step Action

3 Select the Variance tab.

The Variance page appears, as shown in the figure below:
Below are the columns and definitions in the Variance View:
Keywords Click the check box once to select all keywords, click
the check box a second time to de-select all
keywords.
Keyword name Select the hyperlink to open the Edit Keyword page for
the selected keyword.
Keyword row Select the check box of a desired keyword and from
the Selected Keywords dropdown, select the action to
perform for the selected keyword.
Keyword ID Example P123456.
Bid Perf. Alert Bid Perf. Alerts display only if the Advertiser has the
Bid Management option enabled.
Alerts indicated the performance of the keyword
against the Bid Strategy goal.
• grey cell = no activity or data for the keywords
• red cell = keyword is 20% over the bid strategy
target goal (over target)
• red cell = keyword is 20% under the bid strategy
target goal (under goal)
• yellow cell = keyword is between 20% and 5%
under the bid strategy target goal (under target)
• on target = keyword is performing within the bid
strategy goal
Avg. Visits Average DART Search-counted visits over the period

of time -- this number is not the same as Search
Engine-reported Clicks.
Yesterday Visits Yesterday’s DART Search-counted visits -- this

number is not the same as Search Engine-reported
Clicks.
Click Variance Yesterday’s DART Search-counted visits -- this

Clicks.
Eff. CPC Average Cost Per Click
Yesterday CPC Yesterday’s DART Search-counted visits -- this

Clicks.
CPC Variance Yesterday’s cost per click compared to the average

CPC for the selected time period.
Status The keyword’s status on the search engine.
The Selected Keywords drop-down list allows you to perform one or more actions
for keywords: (Change Bids, Manage, Pause, Resume, Deactivate and Export to
Excel) See Actions for Keywords p.88 for more information.
Low Performing The Low Performing Key view contains keywords that have accumulated 75 or more
Keywords clicks and are performing 2 times or 20% over the ROI goal for the selected time
period. For example, if the ROI goal for the keywords is 20% and the keywords are
performing at 40% ROI, the keywords are low performing because the system is
spending more money to attain the ROI goal.
Step Action

3 Select the Low Performance tab.

The Low Performing Keywords page appears, as shown in the figure below:
To view keyword data, select a timeframe and click the Go button. The system
displays data for the chosen timeframe.
Below are the columns and definitions in the Low Performing Keywords view:
Columns Action/Description
keywords.
Keyword name Select the hyperlink to open the Edit Keyword page for
the selected keyword. See Edit a Keyword p.102 for
more information.
Visits Click as counted by DART Search. Not to be confused

with Clicks, which are counted by the search engine.
Net Revenue The Total Revenue minus charges from the search
engine.
Total Fee Publisher fee plus Agency Fee
Avg. Amount The average amount is calculated by dividing the total

sales Amount by the total number of Transactions.
Trans The average amount is calculated by dividing the total

sales Amount by the total number of Transactions.
Amount The total dollar amount of the transaction/action

resulting from a click-through on the Advertiser’s
clickserve link.
Action Conv% Number of actions divided by the number of clicks.
The Selected Keywords drop-down allows you to perform one or more actions for
keywords: (Change Bids, Manage, Pause, Resume, Deactivate and Export to
Excel). See Actions for Keywords p.88 for more information.
High Performing The High Performing Keywords view contains keywords that have accumulated 75 or
Keywords more clicks and the keywords are performing under the ROI goal by half for the
selected time period. For example, if the ROI goal is 20% keywords are
underperforming by 10% for the ROI goal. This means, for example, that the
keyword is achieving its ROI goal, the system is spending less money to achieve the
ROL goal.
Step Action
2 Select theDashboard tab.

3 Select the High Performance tab.

The High Performing Keywords page appears, as shown in the figure below:
To view keyword data, select a timeframe and click the Go button. The system
Below are the columns and definitions in the High Performing Keywords view:
keywords.
Keyword name Select the keyword name hyperlink to open the Edit
Keyword page for the selected keyword.
Visits Click as counted by DART Search. Not to be confused

with Clicks, which are counted by the search engine.
Eff. Rev Share Total Costs divided by Total Sales.
engine.
Total Fee Publisher fee plus Agency Fee.
Avg. Amount The average dollar amount per transaction made

through the Advertiser’s clickserve links on the
Publisher’s site for the specified period.
The average amount is calculated by dividing the total
sales Amount by the total number of transactions.
Trans The number of completed purchases resulting from

click-throughs on the Advertiser’s clickserve links for
the specified period.

clickserve link.
Action Conv% Number of actions divided by the number of clicks.
The Selected Keywords drop-down allows you to perform one or more actions for
keywords: (Change Bids, Manage, Pause, Resume, Deactivate and Export to
Excel). See Actions for Keywords p.88 for more information.
Overview The overview page displays all keywords within a keyword program by status.
Step Action

3 Select the Overview tab.

The Keyword Overview page appears, as shown in the figure below:
Below are the columns and definitions in this view:
Advertisers and Publishers Lists all keywords by Advertiser/Publisher

relationship.
All The total number of keywords created for the

Advertiser and listed by Publisher.
Created A keyword acquires the Created status when you

create the keyword via the interface, or if you use the
Create & Email upload option.
The keyword will stay in Created until the system
determines that it is Live on the search engine.
In Queue Keywords acquire this status as DART Search is

processing the keyword.
Live Keywords are Live once the system has determined

that the keyword is active on the search engine.
Paused The keywords activity is paused by you or the search

engine.
Bid Paused The Keywords is paused by the Bid Management

system.
Removed Keywords acquire the removed status if the keyword

has been removed by the engine. Google will remove
keywords for one of two reasons:
• if the keyword is currently is on the engine with a
Min Bid or Max Bid, the engine will remove the
keyword if the Min Bid or Min CPC falls below the
engine’s defined Value Based Min Bid.
• if the keyword is uploaded to the engine and the
keyword does not meet Google’s required
minimum bid. Google will remove the keyword.
Note: The Removed status applies for keywords on
Google only.
Deactivated The keywords has been either been deactivated by

you or the search engine.
Unavailable The keyword is Unavailable if the Keyword is not

found on the search engine.
Excel View Select the Excel View hyperlink to view data from the selected page in Excel format,
as shown in the figure below:
Keyword Management
Sending Keywords In order to create and send keywords to the search engines via the keyword upload
to the Engines file or through the interface you must first perform several tasks. In addition, there are
requirements you must follow. The tasks and requirements may be different for each
search engine. For example, when uploading keywords for Google, you must include
values specific to Google such as, campaign and keyword group. However, for all
other engines the campaign and keyword group is optional.
The following table describes the process before sending keywords to the search
engines.
Step Description
1 Determine the engine for which you are sending keywords.
2 Create a Campaign.
• For Google you must create a campaign first, before uploading keywords to the
search engine.
See Create a Campaign p.58for more information.
3 Create a Keyword Group.

• For Google,once you have created the campaign you must create a keyword
group.
• The keyword group must belong to the campaign.
• Once you create a keyword group you may assign one or many keywords to the
keyword group.
Note: The Campaign and Keyword Group must exist in DART Search. You cannot
create a Campaign or Keyword Group via upload.
See Create Keyword Group p.71for more information.
4 Create Keyword Upload file.

• When uploading keywords for Google the values required in Upload file are
different depending on the keyword upload action that you select.
SeeFile Format fields p.40 for more information.
Google Only. When uploading a file of keywords the following fields are required in the
keyword upload file for Create & Email and Create & Send.
Step Description
• Search Term
• Landing Page URL
• Keyword Group
• Campaign
Note: The Campaign and Keyword Group must exist in DART Search. This means,
you must specify the existing campaign and keyword group in the upload file.
You cannot create a Campaign or Keyword Group via the upload process.
Google Only. When uploading a file of keywords the following fields are required in
the keyword upload file for Create & Email and Create & Send.
• Min/Max Bid
Note: If the Min bid and Max bid fields are empty, the values are inherited from the
Keyword Group for the keyword. If the Min bid or Max bid values are not
specified at the Keyword Group level, the keyword submission fails and the
system sends you an email notification. See E-mail Output files p.46 for more
information.
Exceptions to Create & Update

• Title and Descriptions
Note: Titles and Descriptions are inherited from the Keyword Group and therefore
are not required on upload.
• URL Parameters, Exchange Page Parameters and Commission Duration
Note: If the URL Parameters, Exchange Parameters and Commission Duration
values are not set in the Upload file, the values are inherited from the
Keyword Group, if not set at Keyword Group then from the Relationship.
Google Only. When uploading keywords the following fields are required in the
keyword upload file for Update & Send and Update & Email.
• Keyword Id
The following values can be changed via the Upload file but are not required.
Step Description
• Campaign
• Keyword Group
Note: You can change the Campaign and/or Keyword Group of a keyword. This
means, for example, you can move a Keyword Group within a campaign to
another Keyword Group. The system will delete the existing keyword on the
engine; a new keyword is created on the engine with the existing Keyword ID.
In addition, the system will map the new keyword to the existing keyword in
DART Search.
The keyword maybe off-line for up to 24 hours during this process. Also note
that the Campaign and/or Keyword Group must exist in DART Search. You
cannot create a Campaign or Keyword Group via the upload process.
• Search Term
Note: Although, you can change the search term this option should be used with
caution.
• Match Type
Note: You can change the match type for a keyword by specifying the following:
if quotation marks “ “, Phrase match is assigned to the keyword
if brackets [ ], Exact match is assigned to the keyword
Broad match is assigned to the keyword if no value is specified for the
keyword
Exceptions to Create & Update

• Title and Descriptions
Note: Titles and Descriptions are inherited from the Keyword Group and therefore
are not required on upload.
• URL Parameters, Exchange Page Parameters and Commission Duration
Note: If the URL Parameters, Exchange Parameters and Commission Duration
values are not set in the Upload file, the values are inherited from the
Keyword Group, if not set at Keyword Group then from the Relationship.
All Engines except Google. When uploading the following fields are required in the
keyword upload file for Create & Send and Create & Email.
Step Description
• Search Term
caution.
• Landing Page
• Display URL
• Min/Max Bid
Note: If the Min bid and Max bid fields are empty, the values are inherited from the
Keyword Group for the keyword. If the Min bid or Max bid values are not
specified at the Keyword Group level, the keyword file submission will fail and
the system sends you an email notification.
• Title 1 and Description1
Note: Keywords will inherit the Title1 and Description1 values from the Upload file,
when a Campaign or Keyword Group is specified on upload.
• Campaign
Note: If the Campaign field is empty on upload, the system assigns the keyword to
Unassigned Campaign.
If the Campaign is specified on upload but not the Keyword Group and the
Title1 and Description1 fields are empty on upload, the keyword will inherit the
default Title1 and Description1 values from the Campaign. However, if the
Title1 and Description1 values are not set at the Campaign and the fields are
empty on upload, the system sends you an email notification.
If the Campaign, Title1, and Description1 values are specified on upload but
the Keyword Group is not specified on upload, the Title1 and Description1 for
the keyword is assigned from the Upload file.
• Keyword Group
Note: If the Keyword Group field is empty on upload, the system assigns the
keyword to a Unassigned Keyword Group.
You can specify a Campaign or Keyword Group on upload, however, you
cannot create a Campaign or Keyword Group on upload. This means the
Campaign or Keyword Group you specify in the Upload file must exist in
DART Search. The Keyword Group must belong to the Campaign.
• Match Type
Note: For Yahoo Search, you can change the match type for a keyword by
specifying the following:
If you assign asterisks to the search term, for example, *red boots*, Advanced
match is assigned to the search term
Standard match type is assigned to the search term if no value is specified
All Engines except Google. When uploading the following fields are required in the
keyword upload file for Update & Send and Update & Email.
Step Description
• Keyword Id
• Title1 and Description1

• Search Term
caution.
• Match Type
Note: For Yahoo Search, you can change the match type for a keyword by
specifying the following:
If the assign asterisks to the search term, for example, *red boots*, Advanced
match is assigned to the search term
Standard match type is assigned to the search term if no value is specified
5 Upload the Excel file containing the keywords to the DART Search.
• Determine the type of keyword upload action (for example, Create & Send or
Create & Email) that you will use to upload keywords.
Note: We recommend using the upload process if you are creating more than 250
keywords.
See Upload Keywords p.45 for more information.
6 Create Keywords.
See Create Keywords p.84 for more information.
Upload Actions There are seven actions you may perform on a list of keywords when uploading an
Excel file of keywords into DART Search.
TABLE 1:
Field Action/Description
Create & Email Create and Email creates keywords in DART Search.
The keywords are returned to you, by email, in a
search-engine compliant file which is ready to send
directly to the search engine. The Create & Email is
available for Direct Communications On or Direct
communications Off
Create & Send Create and Send means entering new keywords into
DART Search and designating that the system send
the keywords programatically to the specified engine
as soon as possible.
TABLE 1:
Update & Email Updating keywords allows you to change information

in fields for keywords that are already stored in DART
Search. For example, you may edit a keyword’s title or
description, or change the keyword’s category. Each
keyword in the update file must have the keyword ID.
The keyword updates are returned to you, by email, in
a search-engine compliant file which is ready to send
directly to the search engine. The Update & Email is
available for Direct Communications On or Direct
Communications Off.
Update & Send Updating and Sending keywords allows you to change
the information in fields for keywords that are already
stored in DART Search, and designating that the
system send the updates automatically to the
specified engine as soon as possible. Each keyword
in the update file must have the keyword ID.
Pause & Send If you have a number of keywords actively listed on a

search engine, and you would like to bring them down
from the search engine temporarily, you may pause
the keywords.
Deactivate & Send If you have a number of keywords actively listed on a

search engine, and you would like to bring them down
from the search engine permanently, you may
deactivate the keywords.
Update Bids For Google and Yahoo Search only. If you are using
the Bid Management system and you would like to
specify an initial bid for the ROI Rule or the Position
Rule, Update Bids allows you to set the initial bid. If
you are not using the Bid Management system,
Update Bids allows you to manually update bids. This
action will only update the Bid Field. If you wish to
change other fields, use one of the Update options.
File Format fields For all of these actions, there is one standard file format that you must use.The
keyword upload file is an Excel file containing the following fields for each keyword.
Several of the fields will have character limits and requirements for each of the search
engines that must be followed:
Field Example Action/Description

KEYWORD_ID P2467 Required for Update, Pause, and
Deactivate.
When creating keywords, leave this field
blank.
SEARCH_TERM boots Required for Create, Update, Pause, and

Deactivate.
This is the keyword to be listed on the
search engine. This value cannot be
changed through updating.
Google Only: limitation of 60 characters.
Yahoo Search: limitation of 64 characters.
LANDING_PAGE http:// Required for Create.

landingpage.com Provide the complete URL, including the
"http:// ". Note that the URL does not
have to be active on a web server at the
time the keyword is created.
Google: limitation of 1024 characters
Yahoo Search: limitation of 255 characters
URL_PARAMS param1=value1&para Required.

m2=value2 If provided, the system will place these
name/value pairs at the end of the Landing
Page URL.
If you leave this field blank, the system will
use the URL parameters designated in the
Advertiser’s profile or in the relationship
profile, if any are designated.
EXCHANGE_PARA param1=value1&para Optional.

MS m2=value2 If provided, the system will place these
name/value pairs at the end of the
Exchange Page URL, if there is one.
If you leave this field blank, the system will
use the exchange page parameters
designated in the Advertiser’s profile, if
any are designated.
MINIMUM_BID $0.10 Required for Create.

Minimum bid amount for this keyword.
Yahoo Search: minimum bid $0.10

MAXIMUM_BID $0.30 Required for Create.
Maximum bid amount for this keyword.
DISPLAY_URL http://displayurl.com Required for Create for all engines except

Google.
This is the URL the search engine will
display instead of the clickserve link. This
masks the clickserve link to consumers.
Google & Yahoo Search: limitation of 35
characters
TYPE Generic Keyword Optional.

If you wish to specify the keyword type,
indicate Brand, Brand+Keyword, or
Generic Keyword. If you do not assign a
type, the system will assign it to type
None.
CATEGORY Footwear Optional

If you would like to assign this keyword to
a category, enter the name of the
category. You may designate an existing
category, or, if you enter a category that is
new for the Advertiser, the system will
create the new category for you.
DART Search does not send a keyword's
category to any search engine. Categories
are intended for you to organize your
keywords within DART Search.
During uploading, if you leave the
category field blank, the system will
designate the keyword as Unassigned in
categories across engines. For example,
if you leave the category field blank, the
system not only assigns the Yahoo Search
keyword shoes to Unassigned, but will
also assign the Google and MIVA versions
of shoes to Unassigned.
A Category can have up to 100
characters; however, it is recommended
that if you create categories, the category
should be fewer than 100 characters.
KW GROUP Winter Boots Required for Google only. An Ad Group

name in DART Search must match the
corresponding Google Ad Group.
Google: limitation of 35 characters.

CAMPAIGN Winter Boots Required for Create and Update for
Google Only.
TITLE1 Superb Boots The title of the keyword listing as it will

appear in search results.
Yahoo Search: limitation of 40 characters.
DESCRIPTION1 Wonderful boots for The title of the keyword listing as it will
Winter… appear in search results.
Note: Note: Google has two description
lines per ad (Title/Description pair).
Insert <+> between the text of the
first description line and the text of
the second description line. For
example, if you want the ad's
description to read:
Your Online Outlet Store.
Shoes at Low, Low Prices. Save
Now!
Enter this into the DESCRIPTION
field:
Your Online Outlet Store. <+> Shoes
at Low, Low Prices. Save Now!
Google: limitation of 35 characters for
each description line
Yahoo Search: limitation of 190 characters
TITLE2 Superb Boots Google only, limitation of 25 characters.

Additional Title.
DESCRIPTION2 Wonderful boots for Google only. Additional Description. See

Winter… note for DESCRIPTION1.

Additional Title.


Additional Title.


RATING G Required for Yahoo Search only. Content
rating, values are (G,PG, PG-13, R).
STATUS The status of a keyword tells you, for

example, if the keyword is live on the
search engine, or paused, etc. Note that
you cannot modify the status of a keyword
using this field.
BID $0.15 In order to update this field, you must

use the Update Bids feature.
If you are using Bid Management, you
may optionally use this field to set the
initial bid for the ROI Rule or the Position
Rule. Then, the system will update the bid
automatically based on the ROI or
Position criteria you provide.
If you are not using Bid Management, you
can use this field to set the actual bid for
the keyword on the engine.
SYNDICATOR DropMin See Syndicator in the Bid Management

section for an explanation of this field.
Values are:
Posone
Abovefold
None
Push
DropMin
HoldMin
RE-EVALUATE Y For Bid Management, this setting allows

you to instruct the system to re-evaluate
the keyword’s current bid. For example, if
you have changed the Min or Max Bid,
and you would like the system to ensure
that the keyword’s current bid is between
the new Min Bid / Max Bid range, use this
option.
Type Y, if you want the keyword to be re-
evaluated. Note that instructing the
system to re-evaluate the keyword does
not necessarily mean that the system will
change the bid for the keyword.

CLICKSERVER_LI This field must be empty for Create. The
NK field is returned by the Keyword
Management process for any links that are
successfully created.
RETURN_MESSAG This field must be empty. The field is

E returned by the Keyword Management to
indicate errors or other messages
pertinent to the management of the
specific link.
Upload Keywords
Step Action
1 Create the keyword file in the format specified in the previous section. You
may name the file whatever you wish.
2 Select the individual keywords tab.

The Upload Keywords page appears for the selected Advertiser/ Publisher
relationship, as shown in the figure below:
3 From the Action drop-down list, select the desired action.

Note: The options you see in the option menu, depend upon the selected Publisher
and its DC On or DC Off settings.
4 In the Confirmation E-mail text field, type your complete e-mail address.
The system allows you to enter multiple (semi-colon delimited) email addressees.
5 In the Select a file to upload text field, type in the complete path and filename
of the upload file. Or, click the Browse button to locate the file on your hard
drive or network.
6 Click the Upload button.
E-mail Output files Shortly after you have uploaded a keyword file, the system will send an e-mail to the
address you indicated on the Upload page. The body of the email summarizes the
status of the keywords in the upload file. The email will also contain one or two files
in Excel spreadsheets:
• Failed keywords. This file is in the DART Search file format, so that you can make
adjustments and re-upload.
• Successful keywords. This file is in the engine’s format, so that you can send it
directly to the search engine.
Open the failures files, the last column displays the reason for each failure as shown
in the figure below:
Correct the errors within the failures file and upload it according to the instructions
above. Before uploading the file, first, make sure to clear the failures column of any
text.
Download the Rather than construct a keyword file in the required format from scratch, you can
Keyword Upload download an upload template file directly from DART Search.
Template To download the Upload Template.
Step Action

The Manage Campaigns Properties page appears for the selected Advertiser/
3 Select the Upload Keywords tab.
4 Right-click the Microsoft Excel formal link, as shown in the figure below:
Step Action
5 From the menu select Save Target As.
6 Save the file to your hard drive or network. Make sure to note the filename
and location of the file so that you can easily locate the file later.
Group Upload The Group Upload function enables you to send mass changes for Ad Groups directly
to the Google engine. In order to send group ‘creates and updates’ to the engine you
must create a campaign in the DART Search interface. You cannot create a campaign
through upload.
Note: The Group Upload feature works only with Google.
There are four actions you may perform on an Ad Groups by uploading an Excel file
into DART Search:
• Create & Email: Create and Email means entering groups in DART Search. The
system returns an email with two files; successes in a search-engine compliant file
which is ready to send directly to the search engine. If there any failures, the
system returns a failures file in the system format.
• Create & Send: Create and Send means entering new groups into DART Search
and designating that the system send the groups automatically to the engine as
soon as possible. The system returns a confirmation e-mail with the successes and
failures.
• Update & Email: Update and Email allows you to make changes for groups in
DART Search. For example, you can change a group’s title or desciprition The
group updates are returned to you, by email, in a search-engine compliant file
which is ready to send directly to the search engine. If there any failures, the
system returns a failures file in system format.
• Update & Send: Update and Send allows you to change the information in fields
for groups that are already stored in DART Search, and designating that the system
send the updates automatically to the search engine as soon as possible. The
system returns a confirmation e-mail with the successes and failures.
Group Format For each of these actions, there is one standard file format that you must use. The
fields Group Upload template is an Excel file containing the following fields for each
group. The below table explains the format of text file, and describes each field.

Campaign Winter Boots Required for Create and Update.
The campaign must exist in DART Search.
You cannot create a campaign via upload.
Limitation of 35 characters.
AD Group Name Boots Required for Create and Update.

• For Create, the AD Group name must
be new.
• For Update, the AD Group name must
exist in DART Search.
Title1 Super Boots Required for Create. Optional for Update.

For Update, if the Title field is empty no
change occurs.
Provide the complete URL, including the
"http:// ". Note that the URL does not
Limitation of 25 characters

Description1_Line1 Wonderful Boots for Required for Create. Optional for Update.
Winter The title of the keyword listing as it will
appear in search results.
Note: Note: Google has two description
lines per ad (Title/Description pair).
Insert <+> between the text of the
first description line and the text of
the second description line. For
example, if you want the ad's
description to read:
Your Online Outlet Store.
Shoes at Low, Low Prices. Save
Now!
Enter this into the DESCRIPTION
field:
Your Online Outlet Store. <+> Shoes
at
Low, Low Prices. Save Now!
Limitation of 35 characters for each
description line.
Description1_Line2 Colorful boots for Additional Description. See note for

Winter... DESCRIPTION1.
DisplayURL_1 http://displayurl.com Required for Create. Optional for Update.

This is the URL the search engine will
display instead of the clickserve link. This
masks the clickserve link to consumers.
Note: For Update, if the Display URL field
is empty no change occurs.
Limitation of 35 Characters.
Landing_PageURL1 http:// Required for Create. Optional for Update.

landingpage.com • For Update, if the Landing Page URL
field is empty no change occurs.
Provide the complete URL, including
the "http:// ". The URL does not have to be
active on a web server at the time the
keyword is created.

Title2 Super Boots Optional for Create and Update.
• For Create, if the Title field is empty,
the value is inherited from the
Campaign, if the Title is specified at
the Campaign.
• For Update, if the Title field is empty no
change occurs.
Additional Title. Limitation of 25
characters.
Descrption2_Line1 Wonderful Boots for Optional for Create and Update.

Winter... • For Create, if the Title field is empty,
Campaign, if specified at the
Campaign.
change occurs.
Additional Description. See note for
DESCRIPTION1.
DESCRIPTION2_LI Snow Boots for Winter Optional for Create and Update.
NE2 • For Create, if the Title field is empty,
Campaign.
change occurs.
DESCRIPTION1
DISPLAY_URL2 http://displayurl.com Optional for Create and Update.

Campaign.
change occurs.

LANDING_PAGEU http:// Optional for Create and Update.
RL2 landingpage.com • For Create, if the Title field is empty,
Campaign.
change occurs.
the "http:// ". Note that the URL does not
TITLE3 Rubber Boots Optional for Create and Update.

Campaign.
change occurs.
characters.
DESCRIPTION3_LI Rubber Boots for Optional for Create and Update.

NE1 Winter • For Create, if the Title field is empty,
Campaign.
change occurs.
DESCRIPTION1
DESCRIPTION3_LI Green Boots for Optional for Create and Update.

NE2 Winter • For Create, if the Title field is empty,
Campaign.
change occurs.
DESCRIPTION1

Campaign.
change occurs.
Limitation of 35 Characters

Campaign.
change occurs.
the "http:// ".
Note: The URL does not have to be active
on a web server at the time the
keyword is created.
TITLE4 Snow Rubber Boots Optional for Create and Update.

Campaign.
change occurs.
characters.
DESCRIPTION4_LI Wonderful Boots for Additional Description.

NE1 Winter See note for DESCRIPTION1.
DESCRIPTION4_LI Wonderful Boots for Additional Description.

NE2 Winter See note for DESCRIPTION1.

Campaign.
change occurs.

Campaign.
change occurs.
Provide the complete URL, including the
"http:// ". Note that the URL does not have
to be active on a web server at the time
the keyword is created.
COMMISSION Optional for Create and Update.

DURATION • For Create, if the Commission Duration
field is empty, the value is inherited
from the Relationship level.
change occurs.
HIDDEN_URL_PAR param1=value1 Optional.

AMS and param2=value2 If provided, the system will place these
Landing Page URL.
If you leave this field blank, the system
will use the URL parameters desig-
nated in the Advertiser’s profile or in
the relationship profile, if any are
designated.

EXCHANGE_PARA param1=value1 Optional for Create and Update.
MS and param2=value2 If provided, the system will place these
Exchange Page URL, if there is one.
• For Create, if the Commission Duration
field is empty, the value is inherited
change occurs.
MINIMUM_BID $0.10 Optional for Create and Update.

Minimum bid amount for the group.
MAXIMUM_BID $0.30 Required for Create.

Maximum bid amount for the group.
Upload Groups To upload groups.
Step Action
1 Create the group file in the format specified in the previous section.
3 Select the upload tab.
4 Choose the groups tab.

The Upload Groups page appears, as shown in the figure below:
Step Action
5 From the Action drop-down list, select the desired action.
6 In the Confirmation E-mail text box, enter your complete e-mail address.
The system allows you to enter multiple (semi-colon delimited) e- mail addressees.
7 In the Select a file to upload text box, enter the complete path and name of the
upload file. Or, click the Browse button to locate the file on your hard drive or
network.
Download the You can also download the Group Upload template file directly from DART Search.
Group Upload
Template
Step Action
2 Choose the upload tab.

Note: You must be scoped to a relationship before uploading Ad Groups.
3 Right-click the Microsoft Excel link, as shown in the figure below:
Step Action
4 From the menu select Save Target As... (If you are using Internet Explorer ) or
Save Page As...(If you using another browser)..
5 Save the file to your hard drive or network. Make sure to note the filename and
location of the file so that you can easily locate the file later.
Campaigns
A campaign is a program designed to promote an Advertiser’s product or product
line. A campaign can consist of one or more keyword group. You may also, may
create a campaign and not assign keyword group to the campaign. keyword group
within a campaign share the same goal: end dates and budget settings.
Campaigns created in DART Seach are used to manage an Advertiser’s keyword

program for a certain search engine. Campaigns are needed to create relationships for
an Advertiser with Google. If you are working with other search engines, you may
also create campaigns in DART Search to manage the Advertiser’s keyword program
for a particular search engine, for example Yahoo Search.
Before you create a campaign consider the following:
• Campaigns created in DART Search are automatically sent to the search engine.
• Campaigns are optional for relationships with other search engines such as Yahoo
Search
• A campaign's Start date cannot occur in the past (yesterday’s date)
• A campaign's Start date can be a future date
• A campaign's End date cannot occur in the past (yesterday’s date)
• Keywords assigned to a campaign without a bid strategy will be assigned the
campaign's default bid strategy
• When a campaign expires, the system does not take any action towards the
campaign on the search engine. The campaign only expires in the system. This
assumes campaigns created by the system are assigned the same end date as the
campaign on Google.
Create a Campaign To create a campaign complete the fields in each section.

Note: If you are creating a campaign for Google only, you must create a campaign and keyword
group first, before uploading keywords to the engine. Campaigns created for Google are
limited to 64 characters
Step Action
Step Action
2 Select the keyword organization tab.

The Manage Campaigns Properties page appears.
3 From the Create Campaign for drop-down list, select the Publisher and click
the Go button.
The Create Campaign page appears, as shown in the figure below:
4 In the Name field, type the campaign name.
5 Select the campaign’s Start Date and End Date.

• Select the Calendar Icon to choose a date from the calendar pop-up window.
Or
• Select the check box to indicate the campaign is ongoing.
Note: The Start and End Dates are required fields when creating a campaign.
6 For Google Campaigns only you must specify a daily budget amount.
The following sections are optional. Click the show button (+) to display the fields in
each section.
7 Select the desired radio button to create a Joined Campaign.

• Accept the default setting as Keep as Indpendent Campaign
• Move to an Existing Campaign
• Move to a new Joined Campaign
Note: The Joined Campaign feature allows you to combine two individual
campaigns into a single campaign. The Joined Campaigns feature is
available only for DART Search. Joined Campaigns are not sent to the search
engines.
See Joined Campaigns p.67 for more information.
8 Specify the Default Crateive and URLs.

• Type the Title, Description, Landing Page URL and Display URL in the
appropriate fields.
9 Specify the Geogrpahic Targeting. For Google Only.

• Select a language from the Languages list box.
• For the use “Global or nationwide” location targeting radio button select Yes or
No. If you would like the Advertiser to use this option, select Yes, and select a
country from the Countries list box. Otherwise, select No.
Note: If you specify a country, the value must match the corresponding value for
Google Adgroups.
10 Default Bids
• Type a minimum bid in the Min bid field.
• Type a maximum bid in the Max bid field.
11 Default Bid Strategy option displays only if an Advertiser has the Bid Management
option enabled.
For ‘What Bid Strategy do you want to use?’ option, select the desired radio
button.
• Keep the None Default setting
• Select from existing and choose an existing Bid Strategy from the Current Bid
Strategies list box
• Create New
Note: If you select the Create New radio button, define the Bid Rule for the
campaign. See Assign a Bid Strategy for more information.
12 Once you are finished click the Save button.

Or
Note: If you are creating a campaign for Google, you must create a Keyword Group
before creating keywords for Google. To create a keyword group, select the
Create Groups button. See Create Keyword Group p.71 for more information.
Manage The Manage Campaign pages provide information about a campaign’s properties and
Campaigns performance. Information for the campaign is available in one of three views:
Campaign Properties View, Campaign Performance View and Excel View. Select the
hyperlink for desired view and the system takes you to the corresponding page.
Campaign The Manage Campaigns Properties page provides a view of all campaigns and the
Properties View campaign’s attributes for a selected Advertiser and Publisher.. Some of the attributes
assigned to a campaign include campaign name, publisher and number of keyword
group. Select a timeframe and click the Go button. The system displays data for the
chosen timeframe.
Below is a list of column definitions:
Campaigns Select the check box once to select all campaigns

listed, select the check box a second time to deselect
the selected campaigns.
Campaign row Select the hyperlink to view the Manage Groups

Keywords Properties page
Publisher The Publisher’s name.
# of Groups The number of keyword group within a campaign. Drill

down to the Manage Groups Properties page by
selecting the group number hyperlink.
# of Keywords The number of keywords within the campaign. Drill

down to the Manage Keywords Properties page by
selecting the keyword number link.
Start/End Date The campaign’s start date and end date.
Status The campaign’s status in DART Search.
Campaign The Manage Campaigns Performance page enables you to view data for all
Performance View campaigns for a specific Advertiser/Publisher relationship.To select a timeframe, click the
Timeframe drop-down arrow. They system will display data in columns for the specified timeframe
Campaigns Select the check box once to select all campaigns

the selected campaigns.
Campaign row Select the hyperlink to view the Manage Groups

Keywords Properties page
Publisher The Publisher’s name.
Bid Perf. Alert The Bid Perf. Alert column displays only if the
Advertiser has enabled the Bid Management feature.
Alerts indicate the performance of keywords within a
campaign against the Bid Strategy goal.
strategy goal
See the Column Definitions p.143 for a description of the remaining columns.
Excel View Select the Excel View hyperlink to view data from the selected page in Excel format.
See Excel View p.34 for more information.
Actions for There are many different actions you can perform on an individual campaign: Edit,
Campaigns Create Group, Manage Groups, Export Groups, Pause, Resume, Deactivate,
Join and Report. You can select each action from the Selected Campaigns drop-
down list available on the Manage Campaign Properties or Manage Campaign
Performance page.
In addition to making changes for campaigns, you may also make changes for
keywords belonging to a campaign via the Keywords of selected drop-down list
(Change Bids, Manage, Export to Excel and Report). When you select the Manage
option from the Selected Keywords drop-down list, the system takes you to the
Manage Keywords page. The Manage Keywords page contains a number of robust
features that you can perform for an individual keyword or group of keywords. See
Actions for Keywords p.88 for more information.
You may also wish to create a campaign. See Create a Campaign p.58 for more
information.
Edit a Campaign The Edit Campaign page enables you to edit campaigns for a specific Advertiser/
Publisher relationship.Once you have completed your edits, you can save changes or
cancel changes.
Note: Before you can edit a campaign, you must select an Advertiser/
Publisher relationship. See Scoping p.19 for more information.
Step Action
3 From the Selected Campaigns drop-down list, select Edit.

The Edit Campaign page appears, as shown below:
Step Action
4 In the Name field, type a new name for the campaign.
5 To change the campaign's start and end dates.

• Using the From/To dates fields, type a date or click the Calendar Icon to select a
date from the calendar window.
The following sections are optional. Click the show button (+) to display the fields in each
section.
6 Select the desired radio button to edit the Joined Campaign.

• Accept the default setting as Keep as Indpendent Campaign
• Move to an Existing Campaign
• Move to a new Joined Campaign
For more information, see Joined Campaigns
7 Edit the Default Creative and URLs.

• Type the Title, Description, Landing Page URL and Display URL in the
appropriate fields.
8 Type the a new bid to edit the bid values.

• Type a new minimum bid in the Min bid field.
• Type a new maximum bid in the Max bid field.
Note: You can not enter a value lower than the minimum bid for Yahoo Search. The
minimum bid for Yahoo Search is $.10
Default Bid Strategy option displays only if an Advertiser has the Bid Management
option enabled.
For ‘What Bid Strategy do you want to use?’ option, select the desired radio
button.
Strategies list box
• Create New
If you select the Create New radio button, define the Bid Rule for the campaign. See
Assign a Bid Strategy for more information.
9 Once you are finished click the Save button.

Or
Manage Groups Displays the Manage Groups Properties page for keywords within a selected
campaign. See Manage Groups p.74 for more information.
Export Groups The Export Groups function enables you to export an individual group or all groups
within a campaign belonging to a particular relationship to an Excel spreadsheet.
Note: You can only export groups for Google. This means, you must be scoped
to Google as the Publisher to use this feature.
To export groups to an Excel spreadsheet.
Step Action
1 Select the Search tab.
2 Select the keyword organization link.
3 Select the checkbox of the desired campaign(s).
4 From the Selected Campaigns drop-down list, select Export Groups and click
the Go button.
5 The File donwload window appears.
7 Using the Save As feature, save the file to your hard drive or network.
Make sure to notethe filename and location of the file when you save it, so that you
can easily locate it later.
Pause a Campaign If you would like to remove a campaign from a search engine temporarily, you may
pause the campaign. Pausing a campaign works differently for each of the search
engines. For example, if you pause a Google campaign in DART Search, the
corresponding campaign is also paused on the Google. If you pause a campaign for
any other search engine, the keywords are paused on the search engine. The keyword
remains in DART Search so that you may re-send it to the search engine in the future,
if you wish.
To pause a campaign.
Step Action

3 From the Selected Campaigns drop-down list, select Pause and click the Go
button.
The system displays a confirmation message.
Resume a The resume option allows you to restart activity for a campaign that has been paused
Campaign on the search engine.
Step Action

3 Select the check box of the desired campaign.
4 From the Selected Campaigns drop-down, select Resume and click the Go
button.
Note: The system notifies the engine to resume the campaign.
Deactivate a If you would like to remove a campaign from a search engine permanently, you may
Campaign deactivate the campaign.
Step Action

3 Select the check box for the desired campaign.
4 From the Selected Campaigns drop-down, select the Deactivate option and
click the Go button..
5 From the Warning box, select OK to deactivate the campaign.

Or
Click Cancel.
Note: Once you deactivate a campaign the keyword groups and keywords
belonging to the campaign are also deactivated. Once
Joined Campaigns The Joined Campaign feature enables you to join two campaigns into a single joined
campaign. There are two methods in which the systems allows you to create a joined
campaign: move a existing campaign into a joined campaign or create a new joined
campaign.
Note: The Joined Campaign feature allows you to combine two individual campaigns into a single
campaign. The Joined Campaigns feature is availale only for DART Search. Joined
Campaigns are not sent to the search engines. This feature enables you to report on
campaigns.
Step Action

3 From the Selected Campaigns drop-down list, select Join.

The Move Campaigns to Joined Campaigns page appears, as shown in the figure
below:
FIGURE 1.
Step Action
4 Select the campaign name from the list of campaigns under the move the
following campaigns to another joined campaign.
Note: Campaigns can be associated to only one Joined Campaign. This means, for
example, if you wish to join a campaign that is currently joined to another
campaign, the system will disassociate the campaign from the existing Joined
Campaign before you can create the joined campaign.
5 Select either:
• Move into an Existing Joined Campaign radio button.
• Move into new Joined Campaign radio button.
6 If you selected the New Joined Campaign radio button, type the joined
campaign name in the New Joined Campaign Name text box.

Or
Edit a Joined To edit a joined campaign. Or, to disjoin a campaign from a Joined Campaign.
Campaign
Step Action

The Manage Campaigns Properties page appears for the
selected Advertiser/Publisher relationship.
3 Select the check box of the desired campaign and from the Selected
Campaigns drop-down list choose Edit, and click the Go button.
The Edit Campaign page appears.
4 Click the + button to expand the Joined Campaigns section.

The Joined Campaigns section expands.
5 Click the Edit link and choose the desired option, as shown in the figure below:
Step Action
6 Once you have finished with your edits, click the Save button.
Or
Campaign Report The Report option allows you to run a report on keywords belonging to a specific
campaign. See Search Reports p.148 for more information.
Keyword Group
Keyword Group may consist of one or more keywords. The keywords in the keyword
group share the same goals, daily budget and end dates.
Consider the following rules when creating keyword groups:
• Keyword group are required for relationships with Google

• Keyword group created for Google are automatically sent to the search engine
• Keyword group are optional for Yahoo Search and MIVA
• Keyword group belong to only one campaign
• If a Bid Strategy is assigned to the keyword group, the Bid Strategy applies to all
keywords within the keyword group
• If a Bid Strategy is established for the keyword group, the Bid Strategy applies to
all keyowrds within the keyword group
To create a keyword group.
Note: If you are creating a keyword group for Google you must create a
campaign first, before creating the keyword group. If you have
created a campaign, proceed to Step 6. For all other publishers to
create a keyword group, begin at Step 1.
Create Keyword
Group
Step Action

4 From the Selected Campaigns drop-down list, select Manage Groups.

The Manage Groups Properties page appears.
5 Click the Create Group button.

The Create Groups page appears, as shown in the figure below:
Step Action
6 In the Name field, type the group name.
Keyword Group Creative and URL’s

7 For the ‘Use Campaign default creative’? option, select No, to create a new
creative, otherwise leave the default set to Yes.
• In the Title field, type the title for the keyword.
• In the Description field Line 1 and 2, type a description for the keyword
8 For the ‘Use the Campaign Default URL’? option, select No, to create a new
URL, otherwise leave the default set to Yes.
• In the Land Page URL field, type the keyword’s landing page URL. Provide the
complete URL including the “http:/ /”
• In the Display URL field, type the keyword’s display URL. Provide the complete
URL, including the “http://”.
The following sections are optional. Click the (+) button to display the fields
in each section.
Additional Titles, Descriptions and URLs (Google Only).

9 Type the additional titles and descriptions in the appropriate fields.
Step Action
Tracking Information
10 In the Duration field, type the new cookie duration. The default value of this
field is inherited from the Relationship profile.
• Select the Default value only radio button, to update the commission
duration value for all new keywords. The commission duration for
existing keywords does not change.
• Select the For All Keywords radio button, to update the commission
duration for all keywords in the keyword group.
Note: The Commission Duration is set in DFA.
11 In the Hidden URL Parameters field, type the value for this field. The default
value of this field is inherited from the Relationship profile.
• Select the Default value only radio button, this action updates the
Hidden URL Parameters for all new keywords. The default Hidden
URL Parameters value set at the Relationship level for existing
keywords does not change.
• Select the For All Keywords radio button, to update the Hidden URL
Parameters for all keywords in the relationship.
12 In the Exchange Page Parameters field, type the value for this
field. The default value of this field is inherited from the
Relationship profile.
• Select the Default value only radio button, this action updates the
Exchange Page Parameters for all new keywords created for the
relationship. The default Exchange Page Parameters set at the
Relationship level for existing keywords does not change.
• Select the For All Keywords radio button, this action updates the
Exchange Page Parameters for all keywords in the relationship.
Bids
13 Type the Min Bid in the Min Bid field. The default value of this field is inherited
from the Campaign for the Keyword group.
• Select the Default value only radio button to update the Minimum Bid
for all new keywords created for the keyword group. The default
Minimum Bid set at the Relationship level for existing keywords does
not change.
• Select the For All Keywords radio button to update the Minimum Bid
for all keywords in the keyword group.
Step Action
14 Type the Max Bid in the Max Bid field. The default value of this
field is inherited from the Relationship level for the keyword group.
• Select the Default value only radio button to update the maximum bid
for all new keywords created for the keyword group. The default
maximum bid set at the Relationship level for existing keywords does
not change.
• Select the For All Keywords radio button to update the maximum bid
for all keywords in the keyword group.
Bid Strategy section displays only for Advertisers that have the Bid Management option
enabled. See Assign a Bid Strategy to Keywords p.126 for more information.
15 For ‘What Bid Strategy do you want to use?’ option, select the desired radio
button.
Strategies list box
• Create New
Note: If you select the Create New radio button, define the Bid Rule for the
campaign. See Assign a Bid Strategy for more information.
16 Once you have completed the desired fields, click the Save button.
Or
Note: If you are creating a keyword group for Google, you must create keywords
before sending the keyword group to the engine. To create keywords, select
the Create Keywords button. See for more information.
Manage Groups The information for Keyword Group is available in one of three views: Keyword
Group Properties View, Keyword Group Performance View and Excel View. Select
the link for desired view and the system takes you to the corresponding page.
Group Properties The Manage Group Properties page allows you to view the attributes for each
keyword group created for the Advertiser to which you are scoped.
Note: You can sort columns inAscending/Descending order by selecting the

column heading link.
Group Click the check box to select all keyword groups.

Click the check box a second time to de-select all
keywords
groups.
Group name Select the check box to perform an action for the
selected keyword group.
Group link Select the link to drill down and view the keyword
properties for the keyword group.
Status The keyword group status in DART Search
# of Keywords The number of keywords belonging to the keyword

group.
Group The Manage Group Performance page allows you to analyze the performance of
Performance keywords within a keyword group against the goal of the Bid Strategy for an
Advertiser/Publisher relationship. Select a timeframe and click the Go button. The
system displays data for the chosen timeframe.
Below is a list of column defintions
Group Click the check box to select all keyword group. Click
the check box a second time to de-select all keywords
groups.
Group row Select the check box to perform an action for the
selected keyword group.
Group link Select the link to drill down and view the keyword
properties for the keyword group.
Bid Perf. Alert The Bid Perf. Alert column displays only if the
Advertiser has enabled the Bid Management feature.
Alerts indicate the performance of keywords within a
campaign against the Bid Strategy goal.
strategy goal
See Column Definitions p.143 for explanation of the remaining columns.
Actions for There are many different actions you can perform on keyword group: (Edit, Pause,
Keyword Group Resume, Deactivate, Move and Report). Each action can be performed from the
Manage Groups Properties or Manage Groups Performance page.
In addition to making changes for a keyword group, you may also make changes for
keywords within a Keyword group using the options in the Selected Keywords drop-
down list (Change Bids, Manage, Export to Excel and Report).
The Manage option in the Keywords of selected drop-down list takes you to the
features that you can perform for a keyword. See Actions for Keywords p.88 for more
information.
Note: DART Search allows you to make up to 249 changes for keywords through
the interface and those changes will be processed immediately. However,
if you submit 250 or more changes, the system displays a confirmation
message batched for later processing. Once your changes are
processed the system sends you an email notification.
Edit Group The Edit Group function enables you to edit the attributes of a keyword group. You
must be scoped to a relationship before editing the keyword group.
To edit keyword group.
Step Action

Publisher relationship
4 From the Selected Campaigns drop-down list, select Manage Groups.

The Manage Groups Properties page appears.
5 Select the check box of the desired group.
6 From the Selected Groups drop-down list, selected Edit and click the
Go button.
The Edit Group page appears, as shown in the figure below:
Step Action
7 In the Name field, type a new name to change the keyword group name.
The following sections are optional. Click the + button to expand the section.
Keyword Group Creative and URLs
8 Type a new title in the Title field. The default value for this field is inherited
• Select the Default value only radio button, to update the Title for all new
keywords created for the keyword group. The default Title set at the Relationship
level for existing keywords does not change.
• Select the For All Keywords radio button, to update the Title for all keywords in
the keyword group.
9 Type a new description in the Description field. The default value for this field
is inherited from the Campaign level.
• Select the Default value only radio button to update the Description for all new
keywords created for the keyword group. The default description set at the
Relationship level for existing keywords does not change.
• Select the For All Keywords radio button, to update the Descriptions for all
keywords in the keyword group.
10 The Commission Duration is set in DFA.
Bids
Step Action
11 Type the minimum bid in the Min Bid field. The default value of this field is
inherited from the Campaign level for the keyword group.
• Select the Default value only radio button, this action updates the Minimum Bid
for all new keywords created for the keyword group. The default Minimum Bid
set at the Campaign level for existing keywords does not change.
• Select the For All Keywords radio button to update the Min Bid for all keywords
in the keyword group.
12 Type the maximum bid in the Max Bid field. The default value of this field is
inherited from the Campaign level for the keyword group.
• Select the Default value only radio button, this action updates the Minimum Bid
for all new keywords created for the keyword group. The default Minimum Bid
set at the Campaign level for existing keywords does not change.
• Select the For All Keywords radio button to update the Max Bid for all keywords
in the keyword group.
13 Once you have completed the desired fields, click the Save button.
Or
Pause Group The Pause function allows you to pause a group and the group’s keywords on the
search engine.You must be scoped to a relationship to pause a keyword group.
Step Action

3 Select the Group check box to pause all groups.

Or
Select the check box of the desired group.
4 From the Selected Groups drop-down list, select Pause and click the Go
button.
The system displays a confirmation mesage.
Resume Group The resume option allows you to restart activity for a group and the group’s keywords
on the search engine. You must scoped to a relationship to resume a keyword group.
Step Action

3 Select the Group check box to resume all groups.

Or
4 From the Selected Groups drop-down list, select Resume and click the Go
button.
The system displays a confirmation mesage.
Deactivate a Deactivates the selected group and the keywords assigned to the group. You must be
Group scoped to a relationship before deactivating a keyword group.
Step Action

3 Select the Group check box to deactivate all groups.

Or
4 From the Selected Groups drop-down list, select Deactivate and click the Go
button.
The system displays a confirmation mesage, as shown in the figure below:
Step Action
5 Click Ok, to deactivate the group and all keywords within a group.
Or
Move Groups The Move function allows you to move a keyword group from one campaign to
another campaign for a selected Publisher. You must be scoped to a relationship to
move groups.
Step Action

3 Select the Group check box to move all groups.

Or
4 From the Selected Groups drop-down list, select Move and click the Go
button.
The Move Groups page appears, as shown in the figure below:
Step Action
5 Select the campaign from the Selected Campaigns list box.
6 For the ‘Use selected Campaign’s default creative?’

• Select No, the creative for the group will not change.
Or
• Select Yes, the creative for the group will change to the default values of the selected
campaign to which the group is moving.
7 For the ‘Use selected Campaign’s default bids?’

• Select No, the bids for the group will not change.
Or
• Select Yes, the bids for the group will change to the default values of the selected
campaign to which the group is moving.
8 For the ‘Use the selected Campaign’s default Bid Strategy?’

• Select No, the bid strategy for the group does not change.
Or
• Select Yes, the bid strategy for the group will change to the default bid strategy of the
selected campaign to which the group is moving.
Note: The Bid Strategy option displays only for Advertisers with the Bid
Management feature enabled.
9 Click the Move button.

Or
Note: You can change the Campaign and/or keyword group of a keyword. This
means, for example, you can move a keyword group within a campaign to
another keyword group. The system deletes the existing keyword on the
engine and maps the new keyword to the existing keyword in DART
Search. The keyword maybe off-line for 24 hours during this process.
Also note that the Campaign and/or Keyword Group must exist in DART
Search. You cannot create a Campaign or Keyword Group via the upload
process.
Keyword Group The Report option allows you to run a report on specific groups belonging to a
Report campaign. See Search Reports p.148 for more information.
Keywords
Create Keywords In addition to creating keywords via the upload process, you can also create keywords
through the interface. If you are creating keywords for Google only, you must create a
campaign and keyword group first, before creating keywords. If you have created a
campaign and keyword group through the interface, proceed to Step 5. If you have not
created a campaign or keyword group, see Create a Campaign p.58or Create Keyword
Group p.71.
If you are creating keywords for all other engines, to create a keyword begin at Step 1.
You must be scoped to a relationship in order to create keywords.
Note: Only 250 keywords can be created via the interface. If you are creating
more than 250 keywords we recommend using the keyword upload
function. Iif you submit 250 or more changes through the inteface, the
system displays a confirmation message “batched for later processing.”
Once the changes are processed the system sends you an email
notification.
Step Action
3 Select the Create keywords tab.
4 The Create Keywords page displays for the selected Advertiser/Publisher

relationship.
5 Type the keyword name in the Keyword Name(s) text box.

Note: If you are creating keywords for a campaign and/or keyword group, you can
enter more than one keyword.
6 If you wish to designate the keyword as a trademark term, select the

trademark terms check box.
Note: If you designate the keyword as a trademark and if you are using Bid
Management and the keyword is dropped out of 1st position the search term
will display on the Dashboard in the Alerts Trademark term column.
7 Assign the match type for the keyword from the Match Type drop-down list.
Note: The options available in the Match Type drop-down list will vary depending on
the Publisher for which the keyword is being created. See Name and Match
Type p.95 for more information.
Step Action
8 From the Keyword Type drop-down list, select either:

• Unassigned
• Generic Keyword
• Brand + Keyword
• Brand
9 Select a campaign, from the Campaign drop-down list.

Note: You can only specify a campaign, if you are creating an individual keyword. In
addition, the keyword group defaults to Unassigned.
The Keyword Creative URLs is required for all other engines except Google.
Optionally, you can specify URLs information for keywords created for Google.
10 Type a new title in the Title field. The default value for this field is inherited
from the Keyword Group level.
• Select the Default value only radio button to update the Title for all new
keyowrds. The default Title set at the Keyword Group level for existing keywords
does not change.
• Select the For All Keywords radio button to update the Title for all keywords.
11 Type a new description in the Description field. The default value for this field
is inherited from the Keyword Group level.
• Select the Default value only radio button, to update the Description for all new
keywords created for the keyword group. The default Description set at the
Keyword Group level for existing keywords does not change.
• Select the For All Keywords radio button, to update the Description for all
keywords.
12 • In the Landing Page URL text box, type the Landing Page URL. Complete the
URL after “http://”.
• In the Display URL text box, type the Display URL.
Google Only: For the ‘Use Group’s URLs’? option, select No, to create a new
creative, otherwise leave the default set to Yes.
• In the Landing Page URL text box, type the new landing page.
Complete the URL after “http://”.
The remaining sections are optional. Click the (+) button to expand each section.
13 The commission duration is set in DFA..
Step Action
14 Type the Hidden URL parameters in the text box.

• Select the Default value only radio button, this action updates the Hidden URL
Parameters for all new keywords. The default Hidden URL Parameters value set at the
Keyword Group level for existing keywords does not change.
• Select the For All Keywords radio button, this action changes/updates the Hidden URL
Parameters for all keywords in the relationship.
15 Type the Exchange Page Parameters in the text box.

• Select the Default value only radio button, this action updates the Exchange
Page Parameters for all new keywords created for the relationship. The default
Exchange Page Parameters set at the Keyword Group level for existing
keywords does not change.
• Select the For All Keywords radio button, this action updates the Exchange
Page Parameters for all keywords in the relationship.
Category
16 For the ‘Change category for this keyword name across all relationships’?
option, select Yes, to assign a new category, otherwise leave the default set to
No. If you select Yes, complete the following information.
• For the ‘Use an existing Category’? option, leave the default set to Yes, and
select the category from the Current Categories drop-down list box. Or, select
No, to create a new category.
• Type the new category, in the Create a Category text box.
Bids
17 • In the Min Bid text box, type the minimum bid for the keyword.
• In the Max Bid text box, type the maximum bid for the keyword.
The Bid Strategy section displays only for Advertisers with Bid Management
turned on.
18 For the ‘Use the Group default Bid Strategy’? option, select No, to assign a
different value, otherwise leave the default set to Yes. If you selected No,
choose either None, Select from existing or Create New option radio button.
• If you decide to Select from existing, select the bid strategy from the Current Bid
Strategies list box.
• If you decide to Create a new Bid Strategy. You will need to specify the Bid
Strategy rules.
19 Click the Save button to create the keyword.

Or
Manage Keywords The Manage Keywords pages allows you to view keyword attribute informaton as
well as keyword performance for an Advertiser/Publisher relationship in one of three
views: Properties View, Performance View and Excel View. Select the link for desired
view and the system takes you to the desired page. You must be scoped to a
relationship to view these pages.
Keyword The Manage Keywords Properties displays the attributes for keywords for a
Properties specific Advertiser/Publisher relationship.
Keyword The search term.
Keyword ID The keyword ID. For example, P2467
Status Status of the keyword on the engine.
Type The type value assigned to the keyword.
Category The category for the category.
Bid Strategy The Bid Strategy assigned to the keyword.
Match Type The match type assigned to the keyword.
Keywords The Manage Keywords Performance page allows you to analyze the performance
Performance of keywords against the goal of the bid strategy for a specific Advertiser/Publisher
relationship. Select a timeframe and click the Go button. The system displays data for
the chosen timeframe.
Below is the list of column definitions:
Keyword Click the check box to select all keywords. Click the
check box a second time to de-select all keywords.
Keyword name Select the check box to perform an action for the
selected keyword.
Data Columns See Column Definitions p.143 for more information.
Actions for There are thirteen different actions you can perform on a single keyword or multiple
Keywords keywords: Change Bids, Move to Category, Move to Type, Move to Group, Move
to Bid Strategy, Edit EDS, Edit Name and Match Type, Duplicate Keywords,
Pause, Resume, Deactivate, Export to Excel, and Report.
Note: DART Search allows you to make up to 249 changes for keywords through
the interface and those changes will be processed immediately. However,
if you submit 250 or more changes, the system displays a confirmation
message batched for later processing. Once the changes are processed
the system sends you an email notification.
Change Bids To change bids for a keyword.
Step Action
2 Select>keyword organization tab.
3 Select the check box of the desired campaign and from the Keywords of
Selected drop-down list, select Change Bids and click the Go button.
The Bid Performance page appears, as shown in the figure below:
Step Action
4 Select eiher:
• the keywords check box to select all keywords
Or
• select the check box of the desired keyword.
5 • Type the minimum bid in the Min Bid field.

• Type the maximum bid in the Max Bid field.
Or
Move to Category To move keywords to a different category.
Step Action

4 From the Keywords of Selected drop-down list, select Manage and click the
Go button.
The Manage Keywords: Properties View page apppears.
5 Select either:
• the keyword check box to select all keywords
Or
• select the check box of the desired keyword
6 From the Selected Keywords drop-down list, select Move to Category and
The Move Keywords to Category page appears, as shown in the figure below:
Step Action
7 From the Select Category list box, choose the category name and click the
Move button.
Or
Select the Create Category button to create a new category.
You can only assign one category to the selected keywords. The same keyword
across all search engines can be in only one category at a time. This means, for
example, if you move the keyword leather boots for Google from the category
Footwear to the category Leather Goods, the system will automatically move
leather boots for Yahoo Search from Footwear to Leather Goods as well.
8 In the Create Category text box, type the new category and click the Move
button.
Move to Type To move keywords to a different type.
Step Action

4 From the Keywords of Selected drop-down, select Manage and click the Go
button.
The Manage Keywords: Properties View page appears.
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Move to Type and click the
Go button.
The Move Keywords to Type page appears, as shown below:
Step Action
7 From the Select Keyword Type list box, select the keyword type for the
selected keyword(s).

Or
Move to Group You can assign keywords to a Campaign/Group by: moving keywords to a different
Campaign/Group or creating a new group.
Step Action

button.
5 Select either:
Or
Step Action
6 From the Selected Keywords drop-down list, select Move to Group and click
the Go button.
The Move Keywords to Group page appears, as shown in the figure below:
Step Action
7 From the Select Campaign list box, select the campaign.

Note: You must select a campaign in order to move keywords to a different
campaign/group. In addition, a group can only belong to one campaign
8 Click the Select Group link.

The Select Group pop-up window displays: containing the groups associated
with the campaign selected in the above step.
9 From the Select Group pop-up window, select the group that the keywords are
moving to.
10 From the Keyword Properties list box, specify the keyword values for:
Tracking Information, Bids and Bid Strategy:
• Use Keyword’s current values
• Use selected Group’s default values
Step Action

Or
Click the Create Group radio button to create a new group. Complete the
information for the new group. See Create Keyword Group p.71 for more
information.

Or
Move to Bid There are two methods for assigning keywords to a new Bid Strategy, move keywords
Strategy from a existing Bid Strategy or create a new Bid Strategy. You must be scoped to a
relationship to move keywords to a bid strategy.
Step Action

button.
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Move to Bid Strategy and
The Move Keywords to Bid Strategy page appears, as shown in the figure below:
Step Action
7 Select the bid strategy name from the Bid Strategy list box.
Note: The Bid Strategy list box contains the current bid strategies for a selected
Advertiser. You can assign only one bid strategy for the selected keywords.

Or
Select the Create Bid Strategy button to create a new bid strategy for the
keyword(s). Complete the information for the new bid strategy and click the
Move button.
See Assign a Bid Strategy to Keywords p.126 for more information.
Name and Match Keyword matching allows you to upload keywords to match a consumer’s search
Type query. For Google, you can specify one of the three match types for a keyword.
• Exact match: The search query must exactly match your keyword. This means
tennis shoes will only match a consumer’s request for tennis shoes and not for
red tennis shoes, even though the second query contains your keyword.
• Phrase match: Your ad appears when users search on the exact phrase and also
when their search contains additional terms, as long as the keyword phrase is in
exactly the same order. A phrase match for tennis shoes would include red tennis
shoes but not shoes for tennis.
• Broad match: This is the default option. If you include keyword phrases such as,
tennis shoes your ads appear when consumer's search for tennis and shoes, in any
order and possibly along with other terms.
For Yahoo Search, you can specify one of the two match types for a keyword.
• Standard match: The consumer’s search query must exactly match keyword but
could include:
singular/plural variations of the keywords
common misspellings of the keywords
topics that are highly relevant to the keywords
topics that are highly relevant to the title and description
• Advanced match: Displaying listings for a broader range of searches relevant to
your keywords, titles and descriptions.
Edit Name and To edit name and match type.

Match Type
Step Action

button.
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Edit Name and Match Type
and click the Go button.
The Edit Name and Match Type page appears, as shown in the figure below:
Step Action
7 In the Change Keyword Name to text box, type in the new keyword.
8 From the Match Type drop-down list, select the match type value for the
keyword.
• For Google select Exact, Broad, or Phrase.
• For Yahoo Search select Standard or Advanced
9 To set the match type value for all keywords, click the ‘set for all’ link.
Note: By selecting the ‘set for all link’, the system sets the match type value for all
keywords to the match type value specified in the topmost row.
Or
Duplicate a Duplicating a keyword allows you to create a new keyword based on the values in an
Keyword existing keyword. For example, say you have the keyword swim. By duplicating
swim, you can create the keyword swimmer, using all of (or most of) swim’s
information, such as Title, Description, Landing Page, and so on. This saves you the
trouble of having to type duplicate information into the system. You must be scoped
to a relationship to duplicate a keyword.
To duplicate a keyword.
Step Action

4 From the Keywords of Selected drop-down list, select Manage and click the
Go button.
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Duplicate keywords and
The Duplicate keyword page appears, as shown in the figure below:
Step Action
7 In the New Keyword Names text box, type the new keyword name.
Note: If you create a duplicate keyword with the identical keyword name, the
duplicate keyword must be assigned to a different keyword group.
8 From the Match Type drop-down list, select the match type value for the
keyword.
• For Google select, Exact, Broad, or Phrase.
• For Yahoo Search select, Standard or Advanced.
Or
To set the match type value for all keywords, click the ‘set for all’ link
Note: If you select the ‘set for all link,’ the system specifies the match type value
for all keywords to the match type value specified in the topmost row.
9 You may wish to change the campaign for the new keyword. To do so, from
the Campaign list box, select a campaign for the new keyword.
10 To change groups for the new keyword, click the group link.
The Select Group pop-up window displays.
11 Choose a group and click the Select button. Once you are finished, click
Close Window.
Step Action

Or
Pause a Keyword If you would like to remove a keyword from a search engine temporarily, you may
pause the keyword. The keyword remains in DART Search so that you may re-send it
to the search engine in the future, if you wish. You must be scoped to a relationship to
pause keywords.
To pause a keyword.
Note: When you pause a keyword in DART Search, the keyword is paused for
Yahoo Search but deleted for Google.
Step Action

button.
5 Select:
Or
6 From the Selected Keywords drop-down list, select Pause and click the Go
button.
Resume Keywords The resume feature allows you to immediately resume a keyword’s activity on the
search engine.
Step Action

button.
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Resume and click the Go
button.
Deactivate If you would like to remove a keyword from a search engine permanently, you may
Keywords deactivate the keyword.You must be scoped to a relationship to deactivate keywords.
To deactivate a keyword.
Step Action

button.
Step Action
5 Select either:
Or
6 From the Selected Keywords drop-down list, select Deactivate and click the
Go button.
Export to Excel DART Search enables you to download an Excel spreadsheet containing a list of the
Advertiser’s keywords.
To export keywords to excel.
Step Action
1 Click the Export to Excel option.

The File Download window appears.
3 Using the Save As feature, save the file to your hard drive or network. Make
sure to note the filename and location of the file when you save it, so that you
can easily locate the file later.
Edit a Keyword You must be scoped to a particular relationship to edit keywords.
Step Action
3 Select the check box of the desired campaign(s).
4 From the Selected Keywords drop-down list, select Manage and click the Go
button.
The Manage Keywords Properties page appears.
Step Action
5 Click the desired keyword hyperlink.

The Edit Keyword page appears, as shown in the figure below:
Step Action
6 Fill in or change any of the fields as desired.
7 To save changes for the keyword, click the Save button.

Keyword Report The keyword report provides detailed information for all keywords within a particular
relationship. See Search Reports p.148 for more information.
Categories
Categories enable you to manage an Advertiser's keyword program according to how
the Advertiser views its search program. Here are some important notes about
Categories:
• Categories are optional, but are highly recommended for Advertiser programs that
have many keywords spanning different product types or markets.
• Categories are solely intended for you to organize your keywords within DART
Search. DART Search does not send a keyword's category to any search engine.
Yahoo Search categories, for example, operate independently of DART Search
categories.
• Categories operate at the Advertiser level -- that is, across search engines. This
means, for example, if the Google keyword shoes is in Footwear, then the Yahoo
Search keyword shoes will be in Footwear also.
• During uploading, if you leave the category field blank, the system will designate
the keyword as Unassigned in categories across engines. For example, if you leave
the category field blank, the system not only assigns the Yahoo Search keyword
shoes to Unassigned, but will also assign the Google and MIVA versions of shoes
to Unassigned.
Manage The information for categories is available in one of three views: Categories
Categories Properties View, Categories Performance View and Excel View. Select the hyperlink
for desired view and the system takes you to the corresponding page.
Categories The Manage Categories Properties page provides information for all categories and
Properties the number of keywords within each category for an Advertiser/Publisher
relationship. You must be scoped to relationship to view these pages.
Below is description of these columns:
Columns Action/Definitions
Categories Click the check box once to select all categories,

click the check box a second time to deselect the
selected categories.
Category row Select the check box next to the category name to
perform an action for the selected keyword category
from the Selected Categories drop-down list. Or, to
perform an action for the keywords within the category
from the Selected Keywords drop-down list.
#of Keywords The number of keywords within the category. Select

the keyword hyperlink, the system takes you to the
Manage Keywords Properties View page.
Categories The Manage Categories Performance page allows you to analyze the performance
Performance of keywords within a category against the goal of the Bid Strategy established for the
keywords.Select a timeframe and click the Go button. The system displays data for
the chosen timeframe.
Below is a description of the columns:
Categories Click the check box once to select all categories,

selected categories.
Category row Select the check box next to the category name to
perform an action for the selected keyword category
from the Selected Categories drop-down list. Or, to
perform an action for the keywords within the category
from the Selected Keywords drop-down list.
Bid Perf. Alert Bid Perf. Alerts display only if the Advertiser has the
Bid Management option enabled. Alerts indicated the
performance of the keyword against the Bid Strategy
goal.
under the bid strategy
• target goal (under target) on target = keyword is
performing within the bid strategy goal
Eff.Rev Share Total costs divided by total sales.
engine.
Clicks Number of clicks as counted by Search Engine.
Click Charges The total fees charged by the search engine for the
corresponding clicks (for example, Media Costs). Click
Charges are based on information provided by the
search engine.

click-throughs on the advertiser’s clickserve links for

clickserve link.
Total Cost/Trans. Total Cost divided by Total Transactions.
Actions for There are different actions you can perform on an individual category: Edit, Delete
Categories and Report. In addition to making changes for categories, you may also make
changes for keywords within a selected category without changing the attributes of
the category (Change Bids, Manage, Pause, Resume, Deactivate, Export to Excel
and Report).
The Manage option in the Keywords of selected drop-down list takes you to the
features that you can perform for a keyword. See Actions for Keywords p.88 for more
information.
You must be scoped to relationship to create categories.
Create Categories To create categories.
Step Action

The Manage Campaigns Properties page displays.
Step Action
3 Select the Categories tab.

The Manage Categories page appears.
4 Click the Categories button.

The Create Categories page appears, as show in the figure below:
Step Action
5 Type a category in the text box. You can enter only one category per line.

Or
Edit Categories To edit a category.
Step Action

Step Action

4 Select the check box of the desired category.

You may select more than one category.
5 From the Selected Categories drop-down list, select Edit and click the Go
button.
The Edit Categories page appears, as shown in the figure below:
Step Action
6 Type a new name for the category, in the New Names text box.

Or
Note: If you change the category name, this changes the category name across
all relationships.
Delete Categories To delete categories.
Step Action


3 Select the check box of the desired category.

You may select more than one category.
4 From the Selected Categories drop-down list, select Delete and click the Go
button.
Note: If you delete a category, the keywords belonging to the category are
uncategorized in the system.
Category Report The Report option enables you to run a report on specific categories. See Search
Reports p.148 for more information.
Types
Type allows you to view an Advertiser’s keywords that have been classified by type.
Type is optional when uploading keywords to the engine. However, when creating
keywords through the interface, you must specify a type for the keywords.
If type is not specified for the keywords, the keywords appear as Unassigned in the
system.
There are three types you can assign to a keyword.
• Brand
• Brand + Keyword
• Generic Keyword
Types Properties The Manage Types Properties Page allows you to view the number of keywords that
are assigned a specific type for a selected Advertiser/Publisher relationship.
Columns Actions/Descriptions
Type Click the checkbox once to select all keyword types,

click the checkbox a second time to deselect the
selected keyword type.
Type Row Select the check box next to the type name to perform
an action for the selected keyword category from the
Selected Categories drop-down list.
Or, to perform an action for the keywords within the
category from the Selected Keywords drop-down list.
# of Keywords The number of keyword group assigned to a certain

type.
Types The Manage Types Performance Page allows you to analyze the performance of
Performance keywords assigned to a specific type within a Bid Strategy for the selected Advertiser/
Publisher relationship. Select a timeframe and click the Go button. The system
Type Click the check box once to select all keyword types,
selected keyword types.
From the Selected Categories drop-down list, select
an action to perform for the selected category. Or,
from the Keywords of Selected drop-down list, select
an action to perform for the keywords within the
category.
Type Row Select the check box next to the type row name to
perform an action for the selected category from the
Selected Categories drop-down list. Or, to perform an
action for the keywords within the category from the
Selected Keywords drop-down list.
Eff.Rev. Share Fees divided by Order Amount/Actions.

Avg CPC Average cost per click.
Clicks The amount of times a keyword from a specific

Advertisers clicked. Clicks are based on information
provided by the search engine.
Imp The number of impressions as provided by the search

engine.
CTR Click Thru Rate
Click Charges The total fees charged by the search engine for the
corresponding clicks (for example, Media Costs). Click
Charges are based on information provided by the
search engine.
Avg Pos The average position of the keyword.
Actions for Types There is only one action you can perform on an type: Report. However, you may also
make changes for keywords within a type (Change Bids, Manage, Pause, Resume,
Deactivate, Export to Excel and Report). The Manage option in the Keywords of
selected drop-down list takes you to the Manage Keywords page. The Manage
Keywords page contains a number of robust features that you can perform for a
keyword. See Actions for Keywords p.88 for more information.
Type Report The type report allows to view keywords by a specific type. See Search Reports p.148
for more information.
Bid Management
Overview Keyword bidding on paid placement search engines can be extremely complex.
DART Search's Bid Management module removes the complexity from keyword
bidding. Based on a simple set of Rules that you provide, DART Search will make
keyword bid decisions for you. In addition, you can monitor the performance of your
keywords through DART Search's robust Bid Management Reports.
Bid Management is divided into seven main sections:
1. This section describes the tasks you must perform before you use Bid
Management.
2. Overview of the Decision Making Process explains, at a high level, how DART
Search makes bid decisions on your keywords.
3. Bid Rules delves into the heart of Bid Management -- the Rules that you assign to
keywords so that DART Search knows how to bid.
4. Bid Strategies describes how multiple Bid Rules interact.
5. Assign a Bid Strategy to Keywords describes how to implement a Bid Strategy
using the DART Search interface.
6. Notifications describes the emails that DART Search automatically sends you
regarding your keyword bidding program.
Turn on Bid In order for the automated Bid Management system to work, you must enable Bid
Management Management for the Advertiser. Please contact your Business Applications Analyst to
enable Bid Management.
Decision Making The following is a high-level description of the decision making process for Bid
Process Management. If you opt to have DART Search bid automatically on a keyword,
DART Search goes through the following process to determine what course of action
to take:
1. DART Search gathers performance data. This includes the number of

transactions and actions associated with the keyword, and the corresponding dollar
amounts.
2. DART Search gathers search engine data such as position, clicks, and click
charges. If it is available from the search engine, DART Search also gathers
Market State Data. Market State Data (MSD) is provided by the search engine
and shows the current positions and bids. For example, Yahoo Search provides the
top bidders on a search term, which includes the bid price and bidder’s URL.
Note: Currently only Yahoo Search is providing Market State Data.

3. If there is enough money in the budget, DART Search examines the Bid Strategy
assigned to the keyword. Based on the Bid Strategy, the performance data
collected in #1, and the search engine data collected in #2, the system will do one
of the following:
• Do nothing (that is, neither bid up, nor bid down)
• Bid up (raise the bid for the keyword by some increment in order to reach the
keyword’s Target Position). This is explained in greater detail later in the guide.
• Bid down (lower the bid for the keyword by some increment in order to reach the
keyword’s Target Position)
Bid Strategies will be defined in greater detail below.
Bid Rules
What are Bid DART Search automatically acts upon a keyword’s bid based on the Bid Strategy
Rules and Bid you assign to the keyword. A Bid Strategy is a combination of Bid Rules. Bid Rules
are the elements of a Bid Strategy. There are four Bid Rules:
Strategies?
• Position
• ROI
• Click Target
• Drop to Minimum
Bid Rules describe the logic used by DART Search to determine what action to take
on a keyword’s maximum bid. This section explains these five Rules. The next
section, Bid Strategies, explains how you can combine the Rules to form Bid
Strategies.
A Note on Budgets Throughout this section, you will see references to over budget or under budget.
The system determines whether the Advertiser / Publisher relationship is over or
under budget by looking at the Media Run Rate. The Media Run Rate is the
expected monthly spend based on the amount already spent month-to-date. For
example, if the Advertiser has spent $2,000 on Google by September 15th (the middle
of the month), the Media Run Rate would be $4,000. Therefore, if the Relationship's
budget is less than $4,000, the Relationship is over budget -- that is, the Advertiser is
projected to spend more than the budget.
Position Rule If you decide to use the Position Rule, DART Search attempts to keep a keyword
within a desired Target Position range when the Position Rule is designated as the
Primary rule for the keyword.
For Google, a keyword’s position depends on its clickthrough performance, which is

also known as relevancy. Since this factor is beyond DART Search control, you may
not be able to achieve a desired position for keyword using the Position Rule.
The Position Rule works as follows:
You specify a keyword's Target Position range, for example, you might enter, "keep
the keyword red sneakers between position one and position five." The system will
attempt to keep the keyword within positions one and five inclusive.
• Assign the keyword’s position to the top position in the Target Position range
when the keyword is first assigned to the Position Rule. In this example, position
one is the top position.
• Assign the keyword’s position to the top position in the Target Position range, in
this example, position one, if the Target Position is outside of the range you
specified.
If a keyword also has an ROI Rule assigned as a secondary rule or the Media Run
Rate interacts with the Position Rule, the Position Rule works as follows:
• The Position Rule is assigned to a keyword as the Primary Rule (Rule 1) and a
secondary ROI Rule (Rule 2) is assigned to the keyword. The ROI Rule checks to
see if the keyword’s position falls within the Target Position range. For example, if
the Target Position range for the keyword is between positions 1 and 5 inclusive,
the ROI Rule works to keep the keyword within the Target Position.
• The Position Rule is assigned to a keyword as the Primary Rule (Rule 1), but a
secondary rule is not assigned to the keyword, and the media run rate starts to
deplete the budget, the target position for the keyword will adjust.
Note: When you assign keywords to a ROI Rule (Rule 2) we recommend setting the Syndicator
value as None.
ROI Rule The ROI (Return on Investment) Rule allows you to set a ROI Target (either a
percentage or a dollar amount) and instruct the system to manage the Advertiser's
keywords so that the ROI Target is secured. In order to reach the ROI Target, the
system works to identify and obtain the best possible position for the keyword on the
search engine. This position is called the Target Position. The system will adjust the
Target Position from time to time based on performance.
ROI Target Types There are two types of ROI targets: Cost Per Acquisition (CPA) and Revenue
Share.
The formula for Cost Per Acquisition (CPA)1 is:
• You provide the CPA target as a dollar amount.
The formula for Revenue Share is:
1. Note that "Fees" in these formulae may refer to Publisher Fees only, Agency Fees
only, or Publisher and Agency Fees combined, depending on what value you selected
for Calculate ROI-based bid decisions on in the Relationship Profile.
• You provide the Revenue Share target as a percentage
Here’s how it works:
First, you select the type of ROI target, CPA or Revenue Share.
If you select CPA, you must provide the target as a dollar amount, and you must
instruct the system to base its decision on one of one of the following:
• Total number of actions and orders

• Total number of actions only
• Total number of orders only
Where orders refer to purchases, and actions refer to other consumer activity such as
requesting information, signing up for services, filling out applications, completing
forms, and so on.
If you select Revenue Share, you must provide the ROI Target as a percentage.
ROI Decision The decision making process for the ROI Rule examines both the performance of
Making Process keywords individually, and the performance of the keywords in the Bid Strategy
Group (BSG) collectively. A Bid Strategy Group is the set of keywords assigned to
a particular Bid Strategy in a Relationship.
DART Search has two engines which work in tandem to adjust bids based on ROI.
The Position Engine examines the click volume (number of clicks), click charges
(media spend), and revenue (dollars) or actions for both the keyword and its BSG.
Based on this information, the Position Engine determines the Target Position, that is,
the ideal position for the keyword to occupy in order to reach the ROI Target. Then,
the Position Engine sends the Target Position to the Bid Engine. The Bid Engine
works to achieve the Target Position by sending bid adjustments to the search engine,
and monitoring the results. The Bid Engines uses search engine data, such as average
position and competitive bids, to reach and hold the Target Position.
Setting the Initial You have the option to set the initial bid for a keyword through the Update Bid
Bid process. Setting the initial bid this way is recommended when your keyword program
is already optimized, and is being migrated from some other system to DART Search.
For Yahoo Search, if you do not set the initial bid through the Update Bid process,
and if the keyword is already live on Yahoo Search, the system will use Yahoo’s
Market State Data to determine the keyword’s current bid, and use the current bid as
the initial bid.
For all other search engines, and for Yahoo Search if the keyword is new, the system
will use the midpoint between the minimum and the maximum bid as the initial bid,
unless you have set the initial bid via the Update Bid process.
Syndicator Each keyword has a Syndicator value. The Syndicator works in relationship with the
ROI Rule to maintain the best possible Target Position for a keyword. Based on
performance, the Syndicator may decide, for example, to keep a keyword above the
Syndication Cut Off Point. The Syndication Cut Off Point separates paid listings
that are typically syndicated to multiple distribution outlets from those that are not.
Note: The Syndicator value works only with the ROI Rule. The Syndicator value
has no interaction with the other Bid Rules.
Keep in Position 1. This setting holds the keyword in position 1. By

Posone default, all keywords with Type “Brand”, for example,
Coke or Pepsi, have this value.
Keep above Syndication Cut Off The system changes the keyword’s setting to
Point Abovefold based on the performance of the keyword.
Abovefold For example, if a keywords’s Syndicator value is set to
Push, and the system determines that the keyword
performs well over time, the system will move the
keyword to Abovefold.
None If a keyword's Syndicator value is set to None, the

None system may set the Target Position to any position. By
default, all keywords, with the exception of keywords
whose Type is “Brand”, have this value.
Push into Syndication Push into Syndication is a test mode that allows the
Push system to evaluate the keyword's performance in
highly-visible, syndicated positions. Once the system
has analyzed the keyword’s performance in
syndication, the system will set the Syndicator value
to another value.
Drop to Minimum In rare cases in which the keyword acquires a large

Dropmin number of clicks over time, but does not have any
sales or actions, the system will set the Syndicator
value to Dropmin, and drop the keywords’s bid to the
minimum bid. Then, the system will reset the
Syndicator value to None. If you would like to hold a
keyword at the minimum bid, use Holdmin.
Hold at Minimum The system never sets a keyword to this Syndicator

Holdmin value. Use this setting to keep the keyword at the
minimum bid indefinitely.
Typically, you should have no reason to adjust the Syndicator value of a keyword.
However, there are occasions when you may wish to change the Syndicator setting for
a keyword via the upload file. Here are some examples:
• Brand keywords are automatically set to Posone. If you do not want to have the
system keep a particular Brand keyword in position one, you may change the
Syndicator value to another setting such as Abovefold or None.
• If a keyword has a high click volume, but has acquired few actions and/or
transactions, you may wish to drop the keyword to the minimum bid temporarily
(Dropmin), or indefinitely (Holdmin).
• If a keyword is seasonal, and the system has dropped it to a low position, and you
would like to have the system evaluate the keyword's performance in syndication
again at another time of year, you may wish to set the Syndicator to Push.
If you set the Syndicator value of a keyword, the system may only retain the value for
a short period of time, depending on the keyword's performance. The only exception
is Holdmin, which the system never overrides.
Pull Logic The Pull logic will continually lower the position of a keyword that has accumulated
250+ clicks--if the keyword has not generated any actions and/or transactions.
When a keyword has a high volume of clicks but has no actions and/or transactions,
the system will lower a keyword eight positions from its current position on the
search engine. For example, if the keyword suede shoe is in 1st position and it has
accumulated 250+ clicks, but has not generated any actions and/or transactions, the
system will lower the keyword eight positions from 1st position to the 9th position on
the search engine. During the next evaluation by the system, if the keyword has
accumulated 250+ clicks, but has not generated any actions and/or transactions, the
Bid Engine will lower the keyword another eight positions, for example, from 9th to
17th position on the search engine.
The Pull logic only works for keywords that have the Syndicator value set to None.
Launch Process - If your keyword program is already optimized, that is, if you are migrating a program
Optimized vs. from another bid management application, you should use the current bids as the
initial bids, using the Bid column and the Update Bids feature. Make sure to set these
Unoptimized
values before you assign the bid strategy.
If your keyword program is new, or you would like DART Search to determine the
optimal positions of the keywords “from scratch”, as it were, you should set the
Syndicator value of the keywords to Push. Push enables you to quickly test a keyword
and see how well it performs in high, syndicated positions. When you set a keyword's
Syndicator to Push, the system will attempt to drive the keyword into the top few
positions quickly. Once the keyword has accumulated 250 clicks, the system will
evaluate the performance of the keyword, set an appropriate target position, and then
switch the Syndicator value to another value. This feature should be used with
caution since it has the potential to spend your budget rapidly.
Click Target Rule If you opt to use the Click Target Rule, DART Search will attempt to achieve a
specific number of clicks within the month. You may instruct the system to attempt to
achieve the desired number of clicks in one of two manners:
Evenly Over Course Of Month:
DART Search will divide the Advertiser’s monthly budget into portions, and
distribute the bidding activity throughout the month, based on the portions.
As Quickly As Possible :
DART Search will bid very aggressively to obtain the number of clicks that the
Advertiser wishes to achieve as quickly as possible. This option should be used
cautiously, since it may consume the Advertiser’s monthly budget very quickly.
If you opt to use the Click Target Rule, you may provide a Maximum CPC. If you
provide a Maximum CPC, it will replace the Maximum Bid for all of the
keywords to which you assign the Click Target Rule.
DART Search makes bidding decisions on the keywords based on whether the
keywords, as a group, are meeting the target or not meeting the target. Meeting the
target means that the number of clicks is greater than or equal to the target. Not
meeting the target means that the number of clicks is less than the target.
In addition, DART Search examines the Advertiser’s monthly budget when

formulating Click Target bid decisions. If the media fees (click charges) are less than
the Relationship’s monthly budget, then the Relationship is under budget. If the media
fees (click charges) are greater than or equal to the Relationship’s monthly budget,
then the Relationship is over budget.
Setting the Initial If the keyword uses the Click Target Rule with the Evenly Over Course of Month
Bid setting, DART Search sets the initial bid to the midpoint of the minimum and
maximum bid. If the keyword uses the Click Target Rule with the As Quickly As
Possible setting, DART Search sets the initial bid to the maximum bid.
Bid Actions - The following matrix illustrates what bid actions DART Search takes on a keyword
Evenly Over using a Click Target Rule with the Evenly Over Course Of Month setting.
Course of Month Each 3indicates a criterion that must be satisfied to carry out a particular bid
decision. For example, DART Search will bid up if the keyword’s click rate is not
meeting its target, the current spending will not exceed the budget and the keyword’s
current bid is either at the minimum or between the minimum and maximum bids.
Bid Up Bid Down
Case 1 Case 2 Case 3
Click Rate 3 3
meeting
target
Click Rate 3 3
not meeting
target
Current 3 3
spending will
not exceed
budget
Current 3 3
spending will
exceed
budget
Keyword's 3 3 3
bid is at the
maximum
bid
Keyword's 3 3 3 3
bid is
between the
minimum
and
maximum
bid
Keyword's 3
bid is at the
minimum bid
Bid Actions The following matrix illustrates what bid actions DART Search takes on a keyword
Deliver As Quickly using a Click Target Rule with the Deliver As Quickly As Possible setting.
As Possible Each indicates a criterion that must be satisfied to carry out a particular bid decision.
For example, DART Search will build up if the keyword’s click rate is not meeting its
target, the current spending does not exceed the budget, and the keyword’s current bid
is either at the minimum or between the minimum and maximum bids.
Bid Up Bid Down
Case 1 Case 2 Case 3
Click Rate 3 3
meeting
target
Click Rate 3 3
not meeting
target
Current 3 3
spending will
not exceed
budget
Current 3 3
spending will
exceed
budget
Keyword's 3 3
bid is at the
maximum
bid
Keyword's 3 3 3 3
bid is
between the
minimum
and
maximum
bid
Keyword's 3 3
bid is at the
minimum bid
When the Click There are situations when DART Search may decide not to process the Click Target
Target Rule is Rule on a keyword. If any of these situations are encountered while DART Search is
running, processing for a keyword is skipped. These situations are:
Skipped
1. Bidding information for the keyword is invalid
- No minimum or maximum bid exists for the keyword.
2. The keyword is paused in Connect Commerce
3. Information for a previous decision by DART Search has not been propagated to a
search engine yet.
4. Information for a keyword is not up to date.
- The most recent information that exists for a keyword is dated before the last
time DART Search processed bids.
Drop to Minimum If you opt to use the Drop to Minimum Bid Rule, DART Search will reduce the
Bid Rule keyword's bid to the minimum bid. The Drop to Minimum Bid Rule can only be used
in conjunction with Dayparting. Dayparting allows you to associate a Bid Rule with
a day part. Each day is divided into two parts: Peak Hours (8am - 8pm Central Time)
and Off-Peak Hours (8pm - 8am Central Time), which means that there are 14 day
parts in a week. Typically, you would use the Drop To Minimum Rule if you know
that, for example, the conversion rate for a keyword is particularly low on nights and
weekends. Using Dayparting, you could instruct DART Search to drop the keyword
to its minimum bid during those periods, effectively removing the keyword from
high, costly positions at undesirable times.
Note: You cannot use the Drop to Minimum Bid Rule if you also have a
Secondary Rule defined.
Bid Strategies A Bid Strategy is a defined combination of Bid Rules. A Bid Strategy is applied to
one or more keywords. At a minimum, a Bid Strategy consists of a primary Rule.
However, a Bid Strategy may contain more than one Bid Rule, with certain
limitations:
• Position -- Position may be applied as either a primary or secondary Rule.

• ROI -- ROI may be applied as either a primary or secondary Rule.
• Click Target -- Click Target may be applied as either a primary or secondary Rule.
• Drop to Minimum Bid -- Drop to Minimum Bid may only be used in Dayparting.
When Drop to Minimum is active, it does not interact with other Rules -- it
overrides other Bid Rules. Also, you cannot use the Drop to Minimum Bid Rule if
you also have a Secondary Rule defined.
• You cannot assign the same type of Rule as both primary and secondary. For
example, for a set of keywords, if you assign the ROI Rule as a primary Rule, you
cannot assign ROI to a secondary Rule.
How Primary and Here’s how DART Search optimizes the performance of keywords using primary and
Secondary Rules secondary Rules.
Interact 1. First, DART Search optimizes to the primary Rule.
2. Once the objective of the primary Rule has been met, DART Search will begin to
optimize to the secondary Rule.
3. If optimizing to the secondary Rule prevents the primary Rule from being met,
DART Search will abandon the secondary Rule, and return to optimizing on the
primary Rule.
Dayparting Dayparting allows you to associate a Bid Rule with a day part. Each day is divided
into two parts: Peak Hours (8am - 8pm Central Time) and Off-Peak Hours (8pm -
8am Central Time), which means that there are 14 day parts in a week. Two Rules are
available for Dayparting: Drop to Minimum Bid and Position. If you assign one of
these Rules to a day part, the day part Rule will override the primary and secondary
Rules for the specified day part. Once the day part has completed, the primary and (if
defined) secondary Rules resume.
Bid Strategy Once you create a Bid Strategy and assign it to one or more keywords, DART Search
Names allows you to assign a name to the Bid Strategy. This enables you to search for the
Bid Strategy in the interface. This makes it easier to, for example, locate the Bid
Strategy so that you can add keywords to, or adjust the Bid Strategy.
Assign a Bid Before you create a Bid Strategy, you should carefully consider the goals and
Strategy to objectives of the Advertiser’s program.
Keywords Once you have determined what Bid Strategy you would like to apply, and to which
keywords you would like to apply the Bid Strategy, you are ready to assign the Bid
Strategy to the keywords. There are two methods for assigning a Bid Strategy to
keywords: by uploading a file, or through the interface. Uploading is recommended if
you have a large number of keywords. Conversely, if you have a small number of
keywords to assign, it is recommended that you use the interface method.
By Uploading a You can assign a Bid Strategy to multiple keywords by uploading a keyword file into
File DART Search.
To upload the keyword file.
Step Action
1 Create a keyword file containing only the keywords to which you would like to
apply one bidding strategy for a search engine. (You may only apply one
bidding strategy per keyword upload file.) The keyword file must comply with
the keyword file specifications for updating keywords as described in this
guide -- specifically, it must contain the keyword ID for each keyword.
2 Save the file as an Excel file on your network or hard drive.
4 Select the Bids tab.

The Manage Bid Strategies Properties page appears.
Note: You must enable Bid Management for the Advertiser in order to assign a file of
keywords to a Bid Strategy.
5 Select the desired Bid Strategy.
6 From the Selected Bid Strategy drop-down, select Upload Keywords and click
the Go button.
The Upload Keywords to Bid Strategy page appears, as shown in the figure below:
Step Action
7 From the Action menu select one of the following:

• Add keywords to a bid strategy. Use this option to associate the keywords in
the upload file to the Bid Strategy.
• Remove keywords from bid strategy. Use this option to disassociate the
uploaded keywords from a Bid Strategy. The keywords will remain in the system,
but DART Search will not take any bidding actions upon the keywords.
Step Action
8 In the Confirmation E-mail To text box, type in the e-mail address to which the
system should send a confirmation e-mail.
9 In the Select a file to upload text box, type in the complete path and file name
for the keyword upload file. Or, click the Browse button to locate the file on
your hard drive or network.

Or
Note: The system refreshes the page and confirms the file was uploaded
successfully. In a few minutes, you should receive the confirmation e-mail.
Attached to the e-mail are two text files: a file containing the successes, and
one containing the failures (unless they all succeed or all fail, in which case
you will only receive one file.) If you receive any failures, you should examine
the failures file to learn what were the causes of the errors.
Through the You can assign a Bid Strategy to one or more keywords by locating the keywords in
Interface the DART Search interface and defining the desired Bid Strategy.
To assign a Bid Strategy through the interface:
Step Action

The Manage Bid Strategies Properties page appears
3 Click the Create Bid Strategy button.

The Create Bid Strategy page appears, as shown in the figure below:
Step Action
4 In the Name field, type the bid strategy name you would like displayed.
5 Define Rule 1 (Primary Rule) by selecting the desired Rule Type radio button.
6 If you accept the default Position 1

• Type the desired Target Position (for example between one and four).
7 Select the radio button corresponding to the action you would like the system
to take if the keyword is not able to maintain the Target Position:
• Keep keyword(s) at highest position possible using the maximum bid
• Leave keyword(s) on the search engine using the minimum bid
• Drop keyword(s) from the bidding completely
Step Action
8 If you selected ROI, you will see the ROI Rule options. Select the appropriate
ROI Target Type: Cost Per Acquisition (CPA) or Revenue Share.
• If you selected Cost Per Acquisition (CPA), you will see the Cost Per
Acquisition (CPA) interface:
• Provide the desired ROI Target as a dollar amount. Also, select the appropriate
option for Decision on: Total number of actions and orders, Total number of
actions only, or Total number of orders only.
9 If you selected Revenue Share for ROI Target Type, you will see the Revenue
Share interface:
• Provide the desired ROI Target as a percentage.
10 If you selected Click Target, you will see the Click Target interface:
• In the Minimum Click Target text box, enter the desired number of clicks. Select
the appropriate radio button for evenly, over the course of the entire month or as
quickly as possible.
11 Optionally, enter a Maximum CPC. If you do not provide a Maximum CPC, the
system will use the keyword’s Maximum bid as the Maximum CPC. If you
provide a Maximum CPC, it will override the keyword’s Maximum bid for the
Click Target Rule.
12 If desired, enter a Secondary Rule. Note that the Secondary Rule cannot have
the same type (ROI, Position, Click Target) as the Primary Rule.
13 If you would like to use Dayparting, select the Yes radio button for Activate
Dayparting.
The Dayparting interface will appear.
14 Select the desired Rule Type: Position or Drop to Min. Bid.

Note: You cannot use Drop to Minimum Bid with a Secondary Rule.
15 If you selected Position, the Position interface appears, as described above in

above steps.
16 Indicate the desired day parts by selecting the appropriate checkboxes.
17 Click the Submit Bid Strategy button.
Manage Bids The Manage Bids pages provide information for bid strategies assigned to keywords
in a specific advertiser/publisher relationship. Bid Strategy information is available in
one of three views: Bid Properties View, Bid Performance View and Excel View.
Select the link for desired view and the system takes you to the corresponding page.
Bid Strategies The Manage Bid Strategies Properties page allows you to view the attributes of a
Properties View bid strategy for a specific relationship.
Bid Strategy Name Select the check box once to select all bid strategies
the selected bid strategies.
# of Keywords Number of keywords assigned to a Bid Strategy.
Rule 1 The Primary Rule assigned to the Bid Strategy.
Rule 2 The Secondary Rule assigned to the Bid Strategy.
Dayparting The Dayparting option assigned to the Bid Strategy.
Bid Strategies The Manage Bids Strategies Performance page allows you to analyze the
Performance View performance of keywords within the bid strategies for a specific relationship. To view
data, select a timeframe and click the Go button. The system displays data for the
chosen timeframe.
Below is list of columns for the Bid Strategy Performance view:
Bid Strategy Name Select the check box once to select all bid strategies
the selected bid strategies.
Bid Strategy row Select a Bid Strategy check box to perform an action
for the Bid Strategy from the Selected Bid Strategy
drop-down list. Or, perform an action for keywords
within the bid strategy from the Keywords of Selected
drop-down list.
Bid Perf. Alert The Bid Perf. Alert column appears only if the
Advertiser has the Bid Management option enabled.
Alerts indicated the performance of keywords against
the Bid Strategy goal.
strategy goal
See Column Definitions p.143for a definition of the remaining columns.
Actions for Bid There are four different actions you can perform on a bid strategy: Edit, Deactivate,
Strategies Report and Upload Keywords. In addition to making changes for bid strategies, you
may also make changes for keywords belonging to a bid strategy without changing
the attributes of the bid strategy. From the Keywords of selected drop-down list
(Change Bids, Manage, Pause, Resume, Deactivate, Export to Excel and Report),
select an action and click the Go button. SeeActions for Keywords p.88 for more
information.
Edit Bid Strategy To edit a bid strategy.
Step Action

The Manage Bids Properties View page appears.
3 Select the check box of the desired bid strategy.
Step Action
4 From the Selected Bid Strategy drop-down list, select Edit and click the Go
button.
The Edit Bid Strategy page appears, as shown below:
Note: Once a Bid Strategy has been created, it cannot be changed. You are
creating a new bid strategy and assigning the bid strategy a new distinct
bid strategy name. See Assign a Bid Strategy to Keywords p.126 for more
information.
Deactivate Bid Use this option to disassociate the uploaded keywords from any Bid Strategy. The
Strategy keywords will remain in the system, but DART Search will not take any bidding
actions upon the keywords.
To deactivate a bid strategy.
Step Action

3 Select the check box of the desired bid strategy.
4 From the Selected Bid Strategy drop-down list, select Deactivate and click the
Go button.
The system displays a warning message, as shown in the figure below:
5 Click the OK button.

Or
The system deactivates the bid strategy and all keywords assigned to the bid
strategy no longer are assigned to the bid strategy.
Bid Strategy See Search Reports p.148 for more information.
Budget Settings You must supply a budget in order to use automatic Bid Management. To supply a
budget enter the appropriate monthly budget amounts for the remaining months in a
year. Or, enter the monthly budgets for the next year.
Step Action

3 Select the budget tab.

The Budet Settings page appears, as shown in the figure below:
Step Action
4 Select the desired radio button for the budget flexibility option.
• Keep fixed (do not allow overspending). Select this option if you do not wish
DART Search to spend more than the monthly budget under any circumstance.
• Allow overspending of up to % over budget per month. Select this option if
you want the system to spend more than the budget when the program is
meeting or exceeding program goals. The system only spends more than the
budget if the program is performing well. Enter th desired percentage by which
the system may overspend.
• Allow unlimuted overspend of monthly budget. Select this option in the
unlikely case that the Advertiser has an unlimited budget.
5 Enter the email address to which you would like the system to send
notifications relating to the budget.
If you wish to generate a budget report, click the Report button. See Generate a
Budget Report p.151 for more information.
Notifications
DART Search will send you notifications under the following circumstances:
• DART Search has bid up to the maximum bid, and then bid down to the minimum
bid, but the system was unable to meet the Bid Rule’s target.
• The relationship budget for the Client’s search program is about to exceed its limit
• You are using the Click Target Rule, and the keywords are performing poorly. See
Click Target Rule Notification Scenarios below for details.
• You are using the ROI Rule, and the keywords are performing poorly, or
performing better than expected. See ROI Rule Notification Scenarios below for
details.
Click Target Rule If you are using the Click Target Rule, there are four special cases in which the system
Notification sends an email notification indicating that the keyword(s) are performing poorly.
Scenarios Evenly Over Course Month:
Case One
If:
• The Click Rate is not meeting the target, and

• The current spending rate will not exceed the budget, and
• The keyword's bid is at the maximum bid,
Then you will receive a notification.
Case Two
• The current spending rate will exceed the budget, and

• The keyword's bid is at the minimum bid

Deliver as Quickly as Possible:
Case Three
If:
• The Click Rate meets the target, and

• The current spending rate will exceed the budget, and
• The keyword's bid is at the minimum bid,
Case Four
If:
• The Click Rate does not meet the target, and

• The current spending rate will not exceed the budget, and
• The keyword's bid is at the maximum bid,
ROI Rule If you are using the ROI Rule, there are several cases in which the system sends you
Notification email notifications.
Scenarios 1. If the Syndicator value for the keyword is set to Keep in Position 1, but the
keyword’s performance does not justify holding that position.
2. If the Syndicator value for the keyword is set to Keep Above Syndication Cutoff
Point, and the keyword is at the lowest position within syndication, and the
keyword is underperforming.
3. If the Syndicator value for the keyword is set to Hold at Minimum, and the
system advises raising the keyword’s Target Position because the keyword is
performing well. Note that the system will not move the keyword above the
minimum position until the Syndicator value for the keyword is changed to None.
4. If the Syndicator value for the keyword is Keep in Position 1, Push into
Syndication, None, or Keep Above Syndication Cutoff Point, and the keyword is
severely underperforming. Note that in this case the system will also drop the
keyword to the minimum bid and set the Syndicator status to Drop to Minimum.
5. If the Syndicator value for the keyword is set to Drop to Minimum or Hold at
Minimum, but the keyword remains in syndication.
6. The system attempts to reach a Target Position but cannot obtain the position due
to the keyword’s Max Bid or Min Bid.
7. If the Syndicator value for the keyword is Keep in Position 1, and the system
cannot obtain first position.
8. If the Syndicator value for the keyword is Keep in Position 1, and the system
advises lowering the keyword’s position. Note that the system will not lower the
keyword below Position 1, until the Syndicator value for the keyword is changed
to None.
9. If the Syndicator value for the keyword is Keep Above Syndication Cutoff Point,
and the system advises dropping the keyword three positions below the cutoff
point. Note that the system will not lower the keyword below the cutoff point, until
the Syndicator value for the keyword is changed.
Budget If the Client’s budget for the search program is close to exceeding its limit, there are
Notifications several cases in which the system sends you email notifications.
• The monthly budget for the search engine may exceed its limit and the system
advises that you take action before the budget is exceeded.
• The Media Run Rate could exceed the monthly budget for the search engine and
the system advises that you take action before the budget is exceeded.
Reporting
Keyword Reports For most reports in DART Search, there are multiple data views which allow you to
specify the granularity of the information.
Typically, a report is available in these four data views:
Overview Data Shows selected account information at a glance. Can

give you a high level view of a Advertiser's program or
a Publisher's performance.
Revenue Data Provides another level of detail. Includes financial

performance data such as effective CPC (cost per
click).
Action/Transaction Data The most detailed level. Allows you to drill down to
see the details of specific actions or transactions.
Search Specific Data Contains data specific to DART Search marketing

programs.
This section only discusses the DART Search data views.
Note: Search reports are only available for relationships with Google and Yahoo
Search.
Actions and As mentioned earlier, DART Search tracks both transactions (when consumers
Transactions in purchase products) and actions (when consumers fill out applications, complete
forms, sign up for programs, and so on.)
Reporting
Some Advertisers use DART Search to track only transactions, other Advertisers use
DART Search to track only actions, and other Advertisers use DART Search to track
both transactions and actions. DART Search reports display only the relevant data for
the particular Advertiser. In other words, if the Advertiser uses DART Search to track
only transactions, the action data columns (Actions, Action Conv.%, and Total Cost/
Action) will not appear in the Advertiser's reports. Similarly, if the Advertiser uses
DART Search to track only actions, the transaction data columns (Trans., Trans.
Conv.%, and Total Cost/Trans.) will not appear in the Advertiser's reports
Generate a Report Below are the steps to generate a report:
Step Action
1 Select the Report tab.

The Generate New Report page appears.
2 Select the Performance link.
3 Select which report you would like to generate from the Reports menu.
4 Select the radio button for the desired date range.

Note: The date range options are not the same for each report.
5 • Choose the Today ONLY option. Today Only reports contain real time data for
the current day.
• Choose a Month and Year from the drop down lists. Note that you cannot run
Month To Date (MTD) reports for the first day of the current month. If you select
the first day of the current month the report will not run. Month To Date (MTD)
reports can only be run through yesterday’s date.
• Specify a free-form date range by selecting a From date and a To date. Select
from the drop down lists or select the calendar icon to use the calendar pop up
window. Note that in the From-To date fields you cannot select the current date
or a future date when running a report. Reports can only be run for a
yesterday’s date or a previous month.
• Specify a timeframe such as weekly, monthly, and so on. Note that if you select
a timeframe, you have the option of saving the report and having it e-mailed to
you on a regular basis.
6 Select one of the following radio buttons to select Advertisers:

• All Advertisers, to run the report for all Advertisers.
• Ranked set of Advertisers. Only View Top 10, Top 25, and so on, Advertisers,
ranked in a particular order. Select the number of Advertisers you would like to
display from the Only View drop down list and select the method by which you
would like to see them ranked from the Ranked By drop down list.
• Advertisers in Category(ies). Select categories from List of Categories list box.
• My Advertisers. Select Advertisers from the List of Advertisers list box.
• Specific Advertiser(s). Click the Specific Advertiser(s) link. The system will
display a pop up window which allows you to search for Advertisers. Once you
obtain the search results, select the desired Advertisers from the list and click
the Add to List of Selected Advertisers button. Click the Done button once
you have selected the Advertiser(s). The system closes the pop up window, and
the selected Advertisers appear in the Specific Advertisers list.
Step Action
7 Select one of the following radio buttons to select Publishers:

• Select All DART Search Publishers or select the Select All check box to view
data for all Publishers.
• Ranked Set of Publishers. Only View Top 10, Top 25, and so on, Publishers,
ranked in a particular order. Select the number of Publishers you would like to
would like to see them ranked from the Ranked By drop down list. Refine this
list further by selecting DART Search under Media Type(s), or select the Select
All check box.
• Publishers in Category (ies). Select the category from the List of Publishers,
list box.
• My Publishers: Select the Publisher from the List of Publishers, list box.
• Specific Publisher(s). Click the Specific Publisher(s) link. The system will
display a pop up window which allows you to search for Publishers. Once you
obtain the search results, select the desired Publishers from the list and click the
Add to List of Selected Publishers button. Click the Done button once you have
selected the Publisher(s). The system closes the pop up window, and the
selected Publishers appear in the Specific Publishers list.
8 Select the appropriate Data View from the list.
9 If you would like to view the report in your browser, select the number of
results you would like to see per page and click the Generate Report link.
10 Or, if you would like to view the report in Excel, which allows you to save the
report to your hard drive, click the Export to Excel button.
Reporting Details Here is a list of reports that have DART Search data views, including the column
names:
Report Name and Descriptions Column Names
Summary Product Type, # of Advertisers, # of Publishers,

(select Reports>Summary) Clicks, Click Charges, Avg. Cost per Click, Avg. Pos.,
Actions, Action Conv %, Total Cost/ Action, Trans.,
Summarizes network activity for the Trans Conv %, Total Cost/ Trans., Sales, Agency
Advertiser during the specified
Fees, Total Cost, Eff Rev. Share
period
Report Name and Descriptions Column Names
Activity Date, Publishers, Keywords, Clicks, Click Charges,

(select Avg. Cost per Click, Avg. Pos., Actions, Action Conv
Reports>Performance>>Activity) %, Total Cost/ Action, Trans., Trans Conv %, Total
Cost/ Trans., Sales, Agency Fees, Total Cost, Eff Rev.
Summarizes Performics-referred
Share
transactions and actions
Publishers Publisher Name, Advertisers, Keywords, View

(select Reports>Account Products, Clicks, Click Charges, Avg. Cost per Click,
Related>>Publishers) Avg. Pos., Actions, Action Conv %, Total Cost/ Action,
Trans., Trans Conv %, Total Cost/ Trans., Sales,
Aggregated information about
Agency Fees, Total Cost, Eff Rev. Share
Publishers.
Publisher Detail Keyword Categories, Clicks, Click Charges, Avg. Cost

(select Reports>Account per Click, Avg. Pos., Actions, Action Conv %, Total
Related>>Publisher Detail) Cost/ Action, Trans., Trans Conv %, Total Cost/
Trans., Sales, Agency Fees, Total Cost, Eff Rev.
Enables you to select a Advertiser
Share
and one or more Publishers to
evaluate Publisher performance.
Publisher Categories Publisher Categories, Publishers, Advertiser

(select Reports>Account Categories, Clicks, Click Charges, Avg. Cost per
Related>>Publishers Categories) Click, Avg. Pos., Actions, Action Conv %, Total Cost/
Action, Trans., Trans Conv %, Total Cost/ Trans.,
You can see how different Publisher
Sales, Agency Fees, Total Cost, Eff Rev. Share
categories (Loyalty, Search
Directories, etc.) are performing.
You can also drill down within the
report to review how individual
Publishers are performing within a
category.
Links Publisher Name, Advertiser Name, Keyword Name,

(select Creative>Links>>Detail) Keyword ID, View Products, Clicks, Click Charges,
Avg. Cost per Click, Avg. Pos., Actions, Action Conv
Per Advertiser, lists the Publishers %, Total Cost/ Action, Trans., Trans Conv %, Total
that are using specific links and
Cost/ Trans., Sales, Agency Fees, Total Cost, Eff Rev.
shows detailed performance
Share
information on each link. This
report is available only if you are
working as the Advertiser.
Column Here is a list of definitions and abbreviations you will encounter throughout DART
Definitions Search reports:
Definitions
% Fee: If the Advertiser offers a Transaction Percent Commission, this is the percentage
amount of the transaction the Publisher will receive.
Actions: The number of completed non-purchase processes, such as a catalog signups,

resulting from click-throughs on the Advertiser’s clickserve links for the specified date.
Action Conv %: Actions divided by Clicks.
Active Publishers: The number of Publishers that have had at least one click-through to
the Advertiser’s site for the specified period.
Agency Fee: Fee to the Agency.
Agency Fee/Actions: The Agency Fee divided by the total number of Actions.
Agency Fee/Sales: The Agency Fee divided by the amount of total Sales.
Agency Fee/Trans: The Agency Fee divided by the total number of Transactions.
Amount: The total dollar amount of the transaction resulting from a click-through on the
Advertiser’s clickserve link.
Average Amount (Avg. Amt.): the average dollar amount per transaction made through
the Advertiser’s clickserve links on this Publisher’s site for the specified period. The
average amount is calculated by dividing the total sales Amount by the total number of
Transactions.
Avg CPC: Average Cost per Click.
Avg. Pos.: For DART Search, the average position (or rank) of the keyword(s) over the
specified date range. For example, a value of 1 equals position 1 and a value of 1.7
equals an average position between 1 and 2. The average position is based on
impressions provided by the search engine.
Click Charges: For DART Search, The total fees charged by the Search Engine for the
corresponding clicks (a.k.a. Media Costs). Click Charges are based on information
provided by the search engine.
Clicks: For DART Search, the amount of times a keyword from a specific Advertiser is
clicked. Clicks are based on information provided by the search engine.
Conversion (Conv. %): the percentage of unique visits that have resulted in a
completed purchase or transaction from click-throughs on clickserve links of this link type
for the specified period. The conversion rate is calculated by dividing the number of
Transactions by the number of Visits.
Cost Per Acquisition (CPA): An online advertising payment model in which payment is
based solely on qualifying transaction (i.e. sales).
Definitions
Cost Per Click (CPC): An online advertising payment model based on a cost per click
measurement, such as $0.02 per click.
Cost Per Order (CPO): An online advertising payment model in which payment is based
solely on qualifying transaction (i.e. sales ).
Date: The date the transaction or action was completed. The date displays in MM/DD/
YYYY format.
Effective Revenue Share (Eff Rev. Share): Total Costs divided by Total Sales.
Fee: The total dollar amount owed to Publisher or Agency for all transactions and actions
resulting from their site for the specified date. The amount in the Fee column will include
any Transaction Percent Commissions (converted to a dollar amount), Transaction
Bounty Commissions and Action Commissions owed.
Gross Fees: Amount of money owed based on a percentage of sales.
Impressions (Imp.): The number impressions, as provided by the search engines such
as, Google, Espotting and MIVA. Impression are not sent from Tier 2 engines, for
example, Ask Jeeves.
Net Agency Fee: Gross Fees minus Click Charges.
OrderID: The unique order identifier assigned to the specific transaction/action. The
order ID is provided by the Advertiser.
Payment Type: For DART Search, there are two ways the system handles the payment
to Publishers, Arbitrage (A) and Pass-thru (PT).
Arbitrage means Agency pays all media costs (i.e. Click Charges) and in turn is paid a
straight revenue share or commission by the Advertiser based on the Advertiser's sales.
Pass-thru means the Advertiser is responsible for paying the media costs (i.e. Click
Charges). The Agency is paid an agreed commission based on sales to manage the
program.
Sales: Total amount of money charged for the transactions or actions made.
Short Publisher ID: The unique Publisher identifier assigned to the Publisher, for
example: K7181.
Total Cost/Actions: Total Cost divided by Total Actions.
Total Cost/Trans: Total Cost divided by Total Transactions.
Total Fee: Publisher Fee Plus Agency Fee.
Transactions (Trans.): the number of completed purchases resulting from click-

throughs on the Advertiser’s clickserve links for the specified period.
Definitions
Trans Conv %: Transactions divided by Clicks.
Visits: clicks as counted by DART Search. Not to be confused with Clicks, which are
counted by the search engine.
Customize Report DART Search allows you to change the column names, or headers, in any DART
Columns Search report. The custom names only display to Advertisers or admins, working as
the Advertiser. The standard system names will continue to display to admin users.
Note: In order to use this function, the Allow Report Customization option in
the Advertiser Profile must be set to Yes. To enable this function, please
contact your Business Applications Analyst.
Below are few guidelines to be aware of when you are creating customized report
columns.
• Use abbreviations and acronyms for your column names (this keeps the width of
each column narrow, allowing for a greater horizontal viewing area)
• Use the Enter key to divide long column names or names that cross multiple
columns (a carriage return works as an HTML line break when the page is saved)
To customize report columns:
Step Action
1 Select Customize Report Columns from the Action menu for the Advertiser,
and click the Go button.
The Customize Report Columns page appears, as shown below:
Step Action
2 In the Advertiser’s Terms box, type the custom name you want to create for
the column. For example, to change the column name Trans to Trans Fee,
type Trans Fee in the Advertiser’s Terms box.
Note: When you change a column name, the change affects each instance of the
column’s name, across all DART Search reports. For example, say you
change the column name Trans to Trans Fee in the DART Search Specific
Data Columns; the system will also change the column name Trans to
Trans Fee in the Revenue Data Columns, Overview Data Columns, etc.
Search Reports
Search Reports enable you to run reports by budget, type, category, campaign,
keyword group, bid strategy and keyword.
• Budget Report enables you to monitor your search spend versus the budget. You
can group results by publisher or bid strategy for each publisher. This report can
only be run for a specific month/year combination.
• Type Report enables you to categorize keywords based on type. You can run the
reports for the default types or other types that you have assigned.
• Category Report enables you to run reports for specific categories. The system
allows you to choose from a list of categories. If keywords are categorized by
groups, the category report allows you to view keywords by groups.
• Campaign Report allows you to run reports on keywords for a particular
campaign. The reports allows you to view, specific campaigns, campaigns for the
different publishers, and campaigns not associated with a publisher.
Note: If a keyword is not assigned to a campaign, the keyword is classified as
“unassigned” in the system.
• Keyword Group Report allows to select the keyword group and the campaign to
which the group is associated.The reports allows you to view, specific campaigns,
campaigns for the different publishers, and campaigns not associated with a
publisher.
• Bid Strategy Report allows you to report on bid strategy by publisher.
• Keyword Report provides detailed keyword data for all keywords in a specific
relationship.
Generate a Search
Report
Step Action
1 Select the Reporst tab.

The Generate New Report page appears.
2 Select which report you would like to generate from the Reports menu.
3 Select the radio button for the desired date range.

Note: The date range options can be different for each report.
Step Action
• Choose the Today ONLY option. Today Only reports contain real time data for
the current day.
• Choose a Month and Year from the drop down lists. Note that you cannot run
Month To Date (MTD) reports for the first day of the current month. If you select
the first day of the current month the report will not run. Month To Date (MTD)
reports can only be run through yesterday’s date.
• Specify a free-form date range by selecting a From date and a To date. Select
from the drop down lists or select the calendar icon to use the calendar pop up
window. Note that in the From-To date fields you cannot select the current date
or a future date when running a report. Reports can only be run for a
yesterday’s date or a previous month.
• Specify a timeframe such as weekly, monthly, and so on. Note that if you select
a timeframe, you have the option of saving the report and having it e-mailed to
you on a regular basis.
4 Select one of the following radio buttons to select Advertisers:

• My Advertisers. Select Advertisers from the List of Advertisers drop-down list.
• Specific Advertiser(s). Click the Specific Advertiser(s) link. The system will
display a pop up window which allows you to search for Advertisers. Once you
obtain the search results, select the desired Advertisers from the list and click
the Add to List of Selected Advertisers button. Click the Done button once
you have selected the Advertiser(s). The system closes the pop up window, and
the selected Advertisers appear in the Specific Advertisers list.

All check box.
list box.
6 Select the appropriate radio button for the Search-related report.
results you would like to see per page and click the Generate Report button.
Step Action
8 Or, if you would like to view the report in Excel, which allows you to save the
Bid Management Reports

There are three types of Bid Management reports in DART Search:
• Budget
• Performance
• Exception
Note: To view Performance and Exception data, see the Dashboard p.22 for an
overview of these reports. Search reports are only available for
relationships with Google, Yahoo Search and MIVA. The Bid Management
reports use data reported from the search engines. Search engine is
available for activity from Yesterday.
Budget Reporting The primary purpose of budget reports is to monitor the month-to-date spend for a
specific engine to ensure the Advertiser is not over-spending or under-spending
significantly. These views provide the necessary information to make judgments
about the spend and resolve any problems that emerge by allowing one-click editing
of monthly budgets.
Budget reports run against the current month allow you to edit the current or future
monthly budgets. Reports that run against a historical period (not month-to-date) do
not enable editing of current and future budgets.
Budget reports are available in Data Views, which determine the granularity of the
information you may view. This section describes the purpose of each report and
provides a description of each column in each Data View.
Generate a Budget To generate a report:

Report
Step Action
1 Select the Reports tab.

The Generate Report Page appears.
2 Select the search-related tab.

The Budget Report page appears, as shown in the figure below:
Step Action
3 Select a date range.

Note: The date range options can be different for each report.
4 If you click the Specific Advertiser to evaluate link, the system displays a pop
up window which allows you to search for Advertisers. Once you obtain the
search results, select the desired Advertiser and click the Done button.
The system closes the pop up window and the selected Advertiser appears.
Step Action

All check box.
list box.
6 Select Bid Strategy Detail.
results you would like to see per page and click the Generate Report button.
Or, if you would like to view the report in Excel, which allows you to save the
By Publisher The Publisher Data View is the highest level of budget reporting, since each Publisher
has its own budget. View budget, spend, run rate (spend projected out across the
entire month), and variances between these data.
Publisher Name Name of the Search Publisher
Mon. Budget Advertiser’s Monthly Budget, taken from the

Relationship Profile
% of Mon Budget Percentage of the Advertiser’s total budget allocated

to this Publisher
Publisher Comm. Media costs, or Click Charges, as gathered from the

Search Engine
Agency Fee Fee to Agency
Media Spend the click volume (number of clicks), click charges
Media Run Rate Publisher Fee projected out through the end of the
month (for example, if today is September 10th, and
the fees are $3,000, the Media Run Rate rate will be
$9,000, since September has 30 days)
Run Rate Allocation Percentage allocation of projected Media Run Rate

rate attributable to this Search Publisher
Diff from Budget Monthly Budget less Media Run Rate
% Diff. Monthly Budget less Media Run Rate reflected as a

percentage over Budget
Sugg. Budget Adjust. (Suggested Budget Adjustment) -- the amount of more

or less actual daily spend to exactly match the
monthly budget -- (note that this figure will be negative
if the Advertiser is overspending and positive if the
Advertiser is under-spending)
Trans. The number of completed purchases resulting from

Actions The number of completed non-purchase processes,

such as a catalog signups, resulting from click-
throughs on the Advertiser’s clickserve links for the
specified date.

clickserve link.
Eff Rev Share Effective Revenue Share: Total Costs divided by Total
Sales.
By Bid Strategy The Bid Strategy view allows you to see the budget spent across all Bid Strategies.
This view enables you to monitor the actual spend for each Bid Strategy as a way to
assess whether a Bid Strategy is spending significantly more or less than others.
Bid Strategy The name of the Bid Strategy.
Perf. Meter The Performance Meter is a visual indicator of the

performance of the Bid Strategy against its goal:
one bar = The Bid Strategy is under performing
versus its target
two bars = The Bid Strategy is performing close to
goal
three bars = The Bid Strategy is meeting or
exceeding the goal
# of Keywords The number of keywords associated with this Bid

Strategy
Publisher Comm Media costs, or Click Charges, as gathered from the

Search Engine
Agency Fee Fee to Agency
Media Spend The Media Run Rate is the expected monthly spend
based on the amount already spent month-to-date
Trans. The number of completed purchases resulting from


clickserve link.
Media Run Rate Search Publisher Fee projected out through the end of
the month (for example, if today is September 10th,
and the fees are $3,000, the Media Run Rate rate will
be $9,000, since September has 30 days)
Run Rate Allocation Percentage allocations of projected Media Run Rate

attributable to this Publisher.
Eff Rev. Share Effective Revenue Share (Eff Rev. Share): Total Costs
divided by Total Sales.
Saved Reports You can save a report and have the report e-mailed to you as an Excel spreadsheet.
To save a report.
Step Action
1 Select the Report tab.
2 Click the saved reports link.
3 Select a date range for the report.

Once the report has generated, below the report results, you will see a Save This
Report link.
4 Click the Save Report link.

A pop-up window will appear.
5 In the pop-up window, fill in the three fields for the new save report:
• give the report name
• supply an em-mail address where you would like the report to be sent
automatically
• select how frequently the report should be sent to you.

This report is now listed in the Saved Reports tab, under the name it was given.

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September 22, 2005

DART Search User

COPYRIGHT 2005, DOUBLECLICK INC. ALL

This guide is divided into the following sections:

Tracking Solution 1. Consumer Visits Search Engine and Clicks Link

2. DFA Drops Cookie and Redirects Consumer

3. Consumer Performs a Transaction or Action

The consumer purchases a product or completes an application (event) on the

4. Consumer Data is Transmitted

The following diagram illustrates the process described above:

Preface to Dart Search User Guide ........................................iv

DoubleClick DART Search Last Modified September 26, 2005 vii

affiliate programs. Affiliate programs include non-keyword programs.

• Reports tab: Contains both Search and Affiliate reports.

1 Choose the Setup tab.

2 In the Find...drop-down list select either Advertisers or Publishers.

3 In the Active Accounts drop-down list, select one of the following:

5 Click the Find button.

To remove a Advertiser or a Publisher from the My Accounts list.

1 Choose the Setup tab.

Edit My Personal To edit your personal information.

1 Choose the Setup tab.

2 Select the edit my personal information tab.

4 Enter the users first name.

5 Optionally, you can enter the users middle initial.

6 Enter the users last name.

8 Click the Submit button.

Change My To change your password.

1 Choose the Setup tab.

2 Select the change my password tab.

3 To change your password:

4 Click the Save button.

1 Choose the Setup tab.

2 Select the advertiser tab.

Note: Once an advertiser is created the system assigns an Account ID (also

1 Choose the Setup tab.

2 Select Advertiser>Find Advertisers.

4 Click the Find Advertisers button.

Browse You can also browse for Advertisers.

1 Choose the Setup tab.

2 Select Advertiser>Find Advertisers.

1 Click the Export to Excel link.

4 Select File>Save As.

1 Choose the Setup tab.

Create a Category To create a category.

1 Select the desired categories tab.

2 Click the Create Category button.

Add Advertisers or To add Advertisers or Publishers to a category.

2 Select Remove Publishers and click the Go button.

Remove To remove Advertisers or Publishers from a category.

Rename a To rename a category.

2 From the Action menu, select Rename Category.

Delete a Category To delete a category.

2 From the Action menu, select Delete Category.

 Choose the Search tab.

1 Choose the Search tab.

2 Select the Manage My Advertisers List link.

4 Click the Add Selected Advertisers button.

To select a Advertiser/Publisher Relationship.

1 Choose the Search tab.

2 Select the desired tab:

3 Select the radio button for the desired Advertiser.

5 Click the Accept Selections button.

Choose the Search tab.