DoubleClick Search overview
What's DoubleClick Search?
DoubleClick Search (DS) is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns in the world, across multiple engines and media channels. Streamlined workflow and powerful reporting features enable buyers to efficiently run campaigns, while strategic bid optimization improves campaign performance. Native integration with the DoubleClick Digital Marketing platform (DDM) allows buyers to manage and track digital campaigns across a single platform, enabling rich, cross-channel buying, reporting and attribution.
Without DS, you'd need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines. You also wouldn't have the automated bidding power of DS bid strategies. With DS, you save time, reduce complexity, and have the ability to make better decisions and increase your Return on Investment (ROI) for search marketing.Campaigns: Traffic your ads and keywords to the search engines
Business challenge: A consumer enters a keyword in a search engine, and ads appear in the search results. The consumer clicks on one of the ads and eventually makes a purchase. What caused the ad to appear in the search results? And how did it end up ranked where it was in relation to the other ads?
DS solution: Use DS campaigns to traffic ads and keywords to the supported search engines. The ads and keywords in a DS campaign are mapped to a similar object on the search engine through the API. Then, when a consumer enters one of these keywords on the search engine, an ad from the campaign may appear in the search results.
The position where the ad appears on the search engine is largely based on the bid for the keyword (position is also based on other factors, such as ad quality and clickthrough rate, depending on the search engine). You can set this bid, as well as many other properties, directly in DS. Learn more about setting up your campaigns in DS.
Business challenge: You can use campaigns in DS to set your bids for keywords. But what if you don’t have the time to manually set bids for the keywords in your search program, see where your ads are ranking, position-wise, in the search results, and then adjust as necessary? You know how much profit you want to make on your search campaign – or how much you’re willing to spend for each action/transaction – but you don’t want to take the time to manually adjust the bidding on your keywords to make it happen.
DS solution: Remove the complexity from keyword bidding by using DS bid strategies, which set bids automatically based on a straightforward set of rules that you provide. Learn more about setting up bid strategies in DS.
Business challenge: After you set up your campaigns and bid strategies, DS will traffic your ads and keywords to the search engines. But how are the ads and keywords in your search program doing? Are they performing up to expectations? Are the bids that you're paying for your keywords generating the desired profit from consumer purchases?
DS solution: In DS, you can analyze the performance of the ads and keywords in your account directly from the Campaigns tab. On any page in this tab, you can get a snapshot of performance and trends. The performance summary graph at the top of the page provides a look at how your ads/keywords are performing for one metric (such as impressions). The table at the bottom of the page breaks the data down into more detail for each object. For example, if you're on the Ads page, you'll see metrics such as Impressions, Clicks, and Click-through Rate for each ad in the ad group. Learn more about all of the reporting features in DS.