About DoubleClick Search bid strategies
Introduction to DoubleClick Search bid strategies
DoubleClick Search (DS) bid strategies optimize your advertising spend across the engine accounts within an advertiser. They monitor the performance of keywords and product groups, and adjust bids to achieve the highest number of conversions, the greatest amount of revenue, the best position, or highest number of clicks your campaign budgets allow. Depending on the engine, bid strategies also set or recommend bid adjustments for your location targets, mobile devices, and remarketing targets. Instead of manually setting bids and bid adjustments in response to changes in your advertising goals or in the overall advertising landscape, use a DS bid strategy to automate the process.
Express your business needs with different types of bid strategies
Goals and targets
To set up a bid strategy that meets your specific business needs, you specify one of several types of goals for the bid strategy where the goal defines the type of bid strategy:
- Ad position: This goal adjusts bids so that your ads appear in a specific position that you target. It's often used for branding campaigns in which brand exposure is a top priority.
- Number of clicks: This goal finds the optimal bids for driving the most traffic to your site. Note that this bid strategy doesn't take into account the actions that users take once they're on your site. Instead, this bid strategy simply focuses on driving traffic.
- Return on investment (ROI) bid strategies: If you use Floodlight activities or Google Analytics to track activity on your site, you can create Smart Bidding strategies that find the optimal bids for maximizing the number of conversions or the revenue generated on your site at a targeted cost per action (CPA), effective revenue share (ERS), or return on advertising spend (ROAS).
For example, you can create a bid strategy that observes which keywords are effective at leading customers to request a quote for your services. The bid strategy will then adjust bids for these specific keywords to maximize customer requests at the optimal advertising spend.
- Monthly spend bid strategies: If you have a fixed monthly budget—or some money left over from a quarterly budget—and you want to make sure you spend that exact amount on a group of biddable items, create a bid strategy that targets a monthly spend. Instead of adjusting bids to meet a specific CPA, ERS, ROAS, or position target, a monthly-spend bid strategy adjusts bids to spend your budget exactly and evenly each month while maximizing the conversions you specify.
In some cases, managing spend in the most efficient manner may conflict with other business needs. For example, a bid strategy may set bids so low that you see a decrease in overall traffic to your site, even though the number of conversions remains steady or increases. Since you may want to maintain overall traffic as well as achieve conversions as efficiently as possible, you can set up the bid strategy so that it never bids below a specific amount. This constraint may be necessary to meet business needs, but at a cost of reducing the efficiency of your bid strategy.
You'll need to specify a minimum bid and maximum bid constraint when you create a bid strategy. You can specify other types of constraints depending on the type of bid strategy you create. But keep in mind, the narrower your constraints, the less efficient the bid strategy can be.
Here are some examples of using bid strategies to achieve specific business needs:
|Business need||Example bid strategy|
Increase the number of car rentals that occur on your site while spending $20 per action.
|Hit a spend budget and drive conversions
Get the most revenue from a specific amount of monthly spend.
Get the most impressions for your spend.
Stories from businesses who use DoubleClick Search
- AnadoluJet, the low-cost branch of Turkish Airlines, drove a 30% incremental lift in clicks and conversions across devices by using DoubleClick Search Smart Bidding with cross-device conversions. Read their story.
- eBags, the #1 online bag retailer in the U.S. since 1999, grew revenue by 38% at a higher ROAS and increased mobile traffic and sales by 150% year over year by switching from their in-house tool to DoubleClick Search Smart Bidding. Read their story.