Tuesday, September 2, 2014

DoubleClick Search Academy: Make the grade with customized, self-paced training

Tuesday, September 2, 2014 |
Last week, we shared some digital marketing flashcards to help you go back to school, DoubleClick style (Take a look at our day 1day 2day 3, day 4, and day 5 flashcards).

Today, we're helping you further your DoubleClick Search education by introducing DoubleClick Search Academy, an easy-to-use, self-paced learning path designed to guide you through core DoubleClick Search online help and training courses -- based on your role and how you use the tool.

We’ve heard from users that they need more customized learning based on how they use DoubleClick products. If you’re a trafficker, you might need a broad understanding ranging from the basics all the way to advanced features to maximize search campaign performance. If you’re an analyst, you might not need to know all the details a planner might be responsible for, but you might still like to know how conversion data is tracked and how to monitor day-to-day performance for reporting insights.

DoubleClick Search Academy includes these checklists:
  • Basics for new users: Understand the benefits of a search engine management tool using our core curriculum, including DoubleClick Search Fundamentals eLearning and certification.
  • Implementation guide: Learn how to implement a new DS account and launch a basic campaign.
  • QA and troubleshooting: It’s not shop class, but you’ll learn all about QA'ing tags, troubleshooting common Floodlight tag issues, and more.
  • Advanced topics: Become an expert by learning about advanced DS integrations and topics. Learn about formula columns, shopping campaigns, bid strategies, inventory-aware campaigns, and executive reporting.
Since DoubleClick Search Academy covers a lot of material, we've set it up in checklist format so you can track progress by checking the boxes at the end of each step. Your progress will be saved so if you have to take a break, you can come back anytime and pick up where you left off.

Whether you’re a freshman trafficker adjusting your search marketing beanie, an analyst on the Dean’s list, or a planner feeling like a 5th year student, you can find customized training based on your role to help you ace DoubleClick Search.

Go for extra credit and sign up to receive DoubleClick training updates in your inbox.

Posted by Justine Thomas, DoubleClick Search Product Trainer

Friday, August 29, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

Friday, August 29, 2014 |
This is day 5 of the “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our past flashcards: day 1, day 2, day 3day 4

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Like Kia, you can get top marks on your “report” card with better measurement across channels using a unified digital marketing platform. Kia wanted a better way to understand and optimize their marketing investment to address fast-changing consumer behaviors; to do so, they adopted DoubleClick to simplify and more accurately measure the impact of their digital marketing across channels. The result? DoubleClick attribution tools helped Kia improve their cost per acquisition (CPA) by 30%. Take a peek to learn more here.

Now, go on and ace that final exam! For more information on DoubleClick Digital Marketing, stay tuned to the DoubleClick blog, sign up for our
newsletter,, or follow us on Twitter and Google+.

Thursday, August 28, 2014

Advertisers see Shopping campaign success with new optimization, reporting tools from the DoubleClick Search Commerce Suite

Thursday, August 28, 2014 |
In March, we introduced Shopping campaigns support in DoubleClick Search, offering a simpler, more flexible way for retailers to manage their Product Listing Ads (PLAs). Thanks to these tools, advertisers have already seen success with Shopping campaigns. As Casandra Jones, Associate Director at iProspect, says: “It’s been incredibly helpful having DoubleClick Search be first to market with a solution for Shopping campaigns. We were able to transition to Shopping campaigns more quickly and determine best practices that work for our brands -- giving us a competitive edge, long before the majority of retailers hit the market.”

Since then, we’ve been focused on building solutions with the scale and speed you need to capture every retail opportunity. Now, we’re excited to announce three new tools from the DoubleClick Search Commerce Suite to help make your reporting and optimization even easier. Below, we’ll unpack these features by highlighting the what, the why, and how customers are using our solutions today.

Automated campaign optimization with adaptive Shopping campaigns


What: Adaptive Shopping campaigns is a new way to dynamically create and optimize your Shopping campaign structure, based on product performance. Native integration with Google Merchant Center means we’ll monitor your feed and automatically subdivide existing product groups by product ID, based on the conversion rates of the products in each group.

Why: We’ve found that 90% of the median advertiser’s cost comes from only 9.5% of its products(1). However, advertisers often lump these high-spend products into bid groups with other, lower-converting products -- leading to bid values that are not optimized, based on relative performance. Adaptive Shopping campaigns ensure your most popular SKUs get the right bid by creating product groups for each item earning high traffic.

What do customers think? Andrea Bywater, Marketing Coordinator of Paid Search at BuildDirect, says: “Using adaptive shopping campaigns will be incredibly helpful in helping us group ‘winning’ SKUs together -- especially when things get even busier with the holidays and Black Friday just around the corner. Not only will this be more effective in saving time; it’ll also help us save money on products with lower conversion rates.”

Smarter, faster bid optimization for Shopping campaigns


What: Earlier this month, we rolled out bid optimization for Shopping campaigns -- giving you the ability to extend the same powerful bidding algorithms from our Performance Bidding Suite to your Shopping campaigns, with smarter bidding based on near real-time data.

Why: We know bid optimization can make or break campaign results. Bidding strategies need to be flexible enough to meet your business objectives, while algorithms need to be fast enough to act quickly in a competitive landscape. With bid optimization for Shopping campaigns, you can:

  • Easily define your goals -- setting individual bid strategies, or combining different strategies, just as you do with your DoubleClick Search text ads.
  • Target precisely and efficiently by setting Shopping campaign bid strategies on campaigns, ad groups, or even product groups.
  • Reach shoppers on the go by automatically setting a mobile bid modifier.

And as with the rest of your bids, bid optimization for Shopping campaigns benefit from up-to-the-minute conversion data. This means you can use fresher data to more closely track to your promotion goals -- even during the busiest marketing days.

What do customers think? Ashlee Wiltshire, Analytics & Technology Account Manager at Performics, recently helped her team implement Shopping campaign bid strategies for several of their key retail clients. Wiltshire says: “Within two weeks, we've seen CPCs come down 11.2% and ROAS improve by 3.4%. It's also freed up a lot of the teams’ time, and as a result we’re able to build out more granular campaigns without worrying about manually updating bids."

Better transaction insights with purchase detail reports (beta)


What: Purchase detail reports (currently in beta) let you better understand the products consumers purchased, and the ads that drove those sales. Once you specify the products sold in a transaction using the DoubleClick floodlight tag, you can customize and report on specific product sales by any attribute, including color, size, product line, and style. Best of all, these reports are available for any type of campaign -- whether that’s text, Shopping, on AdWords or on Bing.

Why: With ever-changing shifts in seasons and trends, retailers often focus on selling a certain products at a given time. Fashion advertisers, for example, need to sell the latest styles before they fall out of favor. In the past, figuring out if your search advertising actually lead to these product sales has been complex -- requiring lots of time and effort in reporting analysis. Purchase detail reports give granular transaction details for better insights into your campaign performance:

  • Identify the impact of your advertising on achieving core business goals like maximizing profitability or selling off inventory.
  • Improve ad targeting by matching ads to the products that consumers are most interested in purchasing.
  • Understand the real value of brand and general terms in selling your highest margin or most important products.

What do customers think? Justin Johnson, Paid Search Manager at Cabela’s, says: “Having insights into where we spend our money, in addition to what people are looking for,  has been invaluable in helping us make better decisions. With this data, we have a better look into where we may not have adequate coverage, and are able to quickly make changes to address that. Being able to pull in margin data to see if certain keywords are actually better or worse at driving profitable traffic than we anticipated helps us be more thoughtful with our spending.”

Reach out to your DoubleClick Search representative or our support team at ds-support@google.com.

To learn more about upcoming DoubleClick Search Commerce Suite developments in easy workflows, insightful reporting, and smarter optimization, stay tuned to the DoubleClick Search blog, sign up for our newsletter, or follow us on Google+.

1. DoubleClick Search internal data, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

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This is day 4 of the “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our past flashcards: day 1, day 2, day 3


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No need to pull those all-nighters; an integrated digital marketing platform can help you make better use of your time. Using DoubleClick Digital Marketing platform across the stack, Mindshare went from working more than 100 hours to around 30 hours over the Black Friday weekend -- reducing their work time by over 70 hours year-over-year. And as a bit of ‘extra credit’, the team still saw a lift of more than 25% in ROAS. These time savings allowed Mindshare to focus more on making strategic optimizations by looking more closely at the data and insights -- leading to record-breaking campaign performance for their client. Ready for the deep-dive lesson? Check out the lecture notes here.

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!  

Wednesday, August 27, 2014

Introducing DoubleClick Planning: unifying cross-channel planning and buying

Wednesday, August 27, 2014 |
Starting today, DoubleClick clients will have a brand new way to manage their planning and buying: DoubleClick Planning. In today’s fragmented media landscape, marketers need a simple way to put their dollars to work across channels and screens, whether the media is bought programmatically or traditionally. DoubleClick Planning begins to unify programmatic and traditional reservation inventory management, enabling you to carry out all of your buys in one place. 

We will host a live webinar (register here) and discuss the feature at IAB MIXX, but in the meantime, we chatted with Adam Champy, lead Product Manager for DoubleClick Planning, to hear his thoughts on the changing digital media landscape and thinking behind DoubleClick Planning.

Q: What is the vision for DoubleClick Planning?
A: Marketers can only make better decisions if they are looking at their media plans holistically - across all channels and screens. Our goal is to help marketers and agencies make smarter buying decisions, seamlessly coordinate with inventory providers, and ultimately drive better campaign performance. To achieve this, we had to rethink how buyers and sellers communicate - challenging today’s methods and timelines in the traditional RFP process. The vision for DoubleClick Planning is to help marketers and agencies do just this: plan, discover, and acquire inventory in one place, across channels and screens. 

Q: How does DoubleClick Planning fit in today’s digital media buying landscape?
A: We are seeing that digital media teams today are trying to break down the silos that are in the way of making fast, smart decisions. One critical divide has been between channels and media - as specialized teams and platforms were built to tackle one particular piece of the digital marketing puzzle - such as programmatic-, mobile-, or video-specific platforms. As a result, most products in the market today don’t help marketers and agencies actually make decisions across channels and all types of buys.

We started to address this with the DoubleClick Digital Marketing platform, built to unify the process and enable a true cross-media customer experience. Now, DoubleClick Planning is a tool within the platform that brings together reservations and programmatic capabilities to help marketers and agencies discover and buy the best inventory, regardless of how it is bought. DoubleClick Planning was built to help teams work better together, across the customer journey, with the following features:

Today
  • Two-way sync between planning and campaign execution 
    • Most of the information required to traffic campaigns is already generated during the planning process. Now you can take advantage of that, with the seamless integration of planning and campaign execution, by pushing campaign information directly into trafficking.
  • Efficient Request for Proposal (RFP) process
    • Create, issue, and track RFPs so publishers can provide inventory options that meet your goals. You can also track negotiations and publisher provided inventory electronically.
  • IO management and billing actualization
    • Create order documents like insertion orders and change orders with custom terms and contracts. And create billing actualization reports to measure delivery against contracted amounts.
In the next few months
  • Unified Alerts
    • Automatically get alerts and notifications about discrepancies between planning and trafficking, including under-delivery and verification errors.
  • Integrating DoubleClick Insights 
    • Learn from previous campaign data and optimize media allocation across channels and inventory sources with auto-generated insights built directly into DoubleClick Planning.
Q: What is the plan for MediaVisor?
A: MediaVisor has served our customers well over the years, but this new world of buying and planning requires new tools. We’ll be winding down support for MediaVisor by the end of 2014 and working with our customers to transition them to the new tool

Q: Looking ahead, what are the major opportunities for digital planners and buyers in the next year?
A: First, there is a major opportunity to make media planning and buying even more efficient. For example, in the next few months, we’ll be bringing automation to traditional reservations. The elements that make products like DoubleClick Bid Manager so powerful - direct access to inventory, zero-discrepancy clearing, and buyer data and targeting - will become available for guaranteed reservation deals. 

Second, marketers will begin to consolidate their insights across channels and screens, building one, integrated media plan across all types of buys. Whether a published proposed inventory or you are buying on an exchange, you will be able to put together a multi-channel plan, and get a unified view of your inventory portfolio.

Faster and more efficient cross-channel planning will enable more responsive strategies, better discoverability of unique inventory sources, and ultimately, better campaign performance.

Learn more about DoubleClick Planning by registering for our webinar with the product team, which will include a live demo and time for Q&A.

You can stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

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This is day 3 of “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our past flashcards: day 1, day 2

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Sometimes it’s about working smarter, not harder. As shown in a Boston Consulting Group (BCG) study, “Cutting Complexity, Adding Value”, campaign teams spend on average only 1 day in 5 on ‘value-creation’ activities, with 80% of their time spent on low-value activities such as trafficking. By adopting a unified ad technology, organizations can improve productivity by up to 33% across the campaign lifecycle. Skip study hall and learn how to save time with digital platforms; check out the cheat sheet here.

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!  

Tuesday, August 26, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

Tuesday, August 26, 2014 |
This is day 2 of the “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our day 1 flashcard here.


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Double-majoring in search and display? Unified advertising platforms can help you get that competitive edge. For VivaKi, an integrated platform provided the team with new ways to drive results across their digital marketing channels. By incorporating their paid search signals into their display activity using DoubleClick display remarketing from search ads, VivaKi aced the performance test with a 60%+ improvement in CPA across their travel and auto advertisers. Want to brush up on how they did it?  Check out the full report here.

Tune in tomorrow for our next flashcard on how integrated platforms can help you make the grade this school year, and beyond!