Use your business data to manage campaigns
Introduction to business data in DoubleClick Search
Business data in DoubleClick Search uses information about your business to provide reporting insights and automate campaign management.
Instead of forcing your search marketing reports to fit into the traditional campaign and ad group structure, you can use your business data to create reports that match the organization you've set up for your business. Here's how:
Provide DoubleClick Search with a description of how you organize your business.
For example, if you advertise for hotels, you can upload the regions, cities, or neighborhoods where your hotels are located. Or if most of your reporting revolves around tiers of hotel products and services, you can upload the products, services, and ratings of your hotels.
Apply the business data to accounts, campaigns, and other items in DoubleClick Search, similar to the way you apply labels.
Create reports that pivot along the same lines as your business data.
For example, you can compare impressions, clicks, and conversions for your hotels by region, city, or neighborhood.
Automate campaign management
You can also upload data that you use to make marketing decisions. Then you can write automated rules in DoubleClick Search that respond to changes in data.
For example, if you advertise for hotels and pause or unpause campaigns based on availability of rooms, you can:
Add availability information to the data you use to describe each hotel.
Create an automated rule that runs daily and pauses campaigns, ad groups, and keywords when a hotel starts to run out of available rooms.
How is business data different from labels?
Business data provides a few advantages over labels, such as:
- Business data is validated. Unlike labels, DS ensures that the business data you apply to items in DS is spelled and punctuated consistently. If you misspell a label or use different punctuation, you'll end up with two separate labels.
- Business data is easy to update as your needs change. If the data that you start out with isn't detailed enough, you can always apply additional details as needed.
- You can segment and group (dimension) reports by business data, which you can't do with labels.
You can apply business data to any of the following items in DoubleClick Search:
While you can also apply business data directly to ads, the Dimensions tab does not report on ads that have business data directly applied to them. Instead, the recommended practice is to apply business data to ad groups and let ads inherit the ad group's business data.