What's DoubleClick Search?
DoubleClick Search is a centralized Web-based tool for creating, managing, and tracking campaigns across multiple search engines (currently Google, the Yahoo! and Bing Ads Search Alliance, Yahoo! Search Marketing, and Yahoo! JAPAN (beta - learn more)). It's a search engine marketing technology solution for campaign management, bid management, and reporting.
Agencies and advertisers use DoubleClick Search to organize campaigns and run reports for campaign, ad group, and keyword activity. The DoubleClick Search technology:
Allows you to manage keywords, ads, and bids across multiple search engines.
Enables bulk uploading to search engines.
Provides numerous ways to manage and track keyword performance.
Automatically adjusts keyword bids based on specific business goals.
Without DoubleClick Search, 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 DoubleClick Search bid strategies. With DoubleClick Search, 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
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?
Welcome to DoubleClick Search campaigns! You can use campaigns in DoubleClick Search to traffic ads and keywords such as these to the search engines. In other words, you create ads and keywords in a campaign in DoubleClick Search. These ads and keywords are mapped to a similar object on the search engine through the API (learn more below). 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 DoubleClick Search. Learn more about setting up your campaigns in DoubleClick Search.
Supported engines and API integration
DoubleClick Search offers full integration (campaign management, bid strategies, and reporting) with Google AdWords and Bing Ads. DoubleClick Search communicates programmatically with each of the search engines by means of the search engines' API (Application Programming Interface).
An API is a set of commands that allows one system, such as DoubleClick Search, to communicate with another system, such as AdWords or Bing Ads, over the internet. The search engine APIs convey a variety of information between DoubleClick Search and the engines. Examples include: campaign start and end dates, keyword bid updates, and keyword performance data.
Each search engine has its own API with unique behavior, including support features, how often data is refreshed, how often DoubleClick Search is permitted to access the API, and so forth.
Bid strategies: Apply automated bid rules to your keywords
You can use campaigns in DoubleClick Search 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.
Welcome to DoubleClick Search bid strategies! Keyword bidding on pay-per-click search engines is extremely complex. Bid strategies in DoubleClick Search remove the complexity from keyword bidding by bidding on keywords automatically, based on a straightforward set of rules that you provide. Learn more about setting up bid strategies in DoubleClick Search.
Reporting: See how your ads and keywords are performing
After you set up your campaigns and bid strategies, DoubleClick Search 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?
Welcome to DoubleClick Search reporting! In DoubleClick Search, 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 DoubleClick Search.