DoubleClick’s latest upgrade to their well-established adserver has seen DoubleClick for Advertisers replaced by the brand-spanking-new DoubleClick Campaign Manager and I for one am a capital F-Fan!
In the words of Google itself:
“DoubleClick Campaign Manager (DCM) is an upgrade from DoubleClick for Advertisers. DCM is a web-based ad management system for advertisers and agencies that manages the targeting, serving, and reporting of advertisements across any website.”
In laymen’s terms, it’s where your first party data is housed, where your creative gets uploaded, where your ad placements get made and most importantly it’s how your ads appear on a website. Not only that, but it’s the be-all and end-all of reporting. This is where all the data you see in your weekly reports is coming from.
Got it? Good. “So why the upgrade? Apart from a shiny new interface, what new additions and capabilities has DCM got on DFA,” you ask? Well, after two months of use for trafficking, pulling reporting and utilising insights tools- here are my top four swoon-worthy features.
I’ll admit it took a bit of getting used to. Compared to DFA where placements, ads and creative lived on separate pages, it was a big change being able to manage all of these components on a single page. That being said however, I really like it. It allows for easy troubleshooting and identifying clearly the relationship between site, placement, ad and creative without having to hop back between tabs.
One of the nicest visualisations in the new reporting centre is the Insights Tab. I personally really like this for gaining a quick but comprehensive snapshot of campaign activity. You can select the goal you want to see activity for e.g. Sales an in and in an instant several dashboard populate with different metrics against this goal for example Time of Day performance, by day performance, by site, by creative, by placement, by country and browser platform.
Yes, I’m writing about viewability – the buzz word of the day. We’ve all heard about viewability –the idea that your ad is viewable if (by IAB Definition) more than 50% of your ad is visible for 1 consecutive second. While for the past few years we’ve been using paid for tools to measure viewability, we now have a free viewability tool built into DCM – Active View.
Active View is applied to all campaigns trafficked in DCM automatically and it enables you to pull reports to a) see how many of your impressions were able to be measured for viewability and b) what percentage of those measurable impressions were viewable. The thinking behind viewability is that the more viewable your ads are, the more action rates e.g. clicks will improve, resulting in more conversions.
So while you may be paying a slightly higher CPM (cost per mille or cost per thousand impressions), you ultimately will be driving increased sales leading to a reduction in CPA (cost per acquisition). Its early days for optimising viewability but this product has certainly excited me about the possibilities for improving digital campaigns, making them more efficient and identifying wasteful activity.
Lastly and by no means least, there is the Google Tag Manager integration. With the growing demand and need to collect granular first party data on your site or your client’s site, intricate tagging of a website can be tedious, painful and time consuming. Many of our clients have been using Google Tag Manager with great results. Once the Google Tag Manager code is on, site tagging up pages is very straightforward; only made easier by the new feature in DCM which can link an advertiser’s floodlight to their Google Tag Manager account and enable you to push floodlights into GTM automatically. Hey presto! No more copy and paste, just a simple click of a button.