Save Time and Money Using These Five Features in DoubleClick Search

DoubleClick Search has a range of features that can help save you not only time, but also money. These five features may include things you are aware of but not using, as well as things you may not be aware of. Using these five features in DoubleClick Search can help you save time and money.

1)     Manage multiple engine accounts from one place

DoubleClick Search (DS) provides a way to manage multiple engine accounts across one interface. You can integrate AdWords, Bing Ads, Yahoo and Baidu. Although these are the only search engines that can be natively connected with DoubleClick Search, you can use DS to pull through conversions from other engine accounts.

This makes managing an account more efficient and less time-consuming. With the ability to activate and pause accounts, as well as adding campaigns, ad groups, keywords and negative keywords, what usually took an hour can take half the time. This is because you don’t have to go into each engine account and change it – make all the changes in DS and then sync it back through to the linked engine accounts. The time saved by making bid adjustments in DS can allow for more time to be focused on the marketing strategy behind the campaigns.

2)     Automated bid strategies to optimise performance

Automated bid strategies are a way of optimising your advertising budget across all engine accounts linked in DoubleClick Search (DS). These strategies work by monitoring your accounts and checking the performance of the different keywords. Based on this performance, the strategy works to increase the performance to meet a set goal.

The bid strategies available in DS optimise performance to meet goals including conversions, revenue, clicks and keyword position as well as advanced targeting including CPA & ROAS. Bid strategies are an innovative way to optimise your campaigns towards a target goal. Using bid strategies can help to take some of the guess work and manual labour out of optimising campaigns. If you know you want to achieve a £20 CPA, DS can achieve this for you so that you can spend time working on other optimisations.

3)     Simple to navigate interface

The DoubleClick Search (DS) interface is simple to navigate and on the whole, similar to the AdWords interface. This means if you are confident with using AdWords, you’ll probably pick up the navigation of DS relatively easily.

One of the features that really speeds things up is the search bar. When adding columns or filters, you can search to find what you are looking for, rather than just scrolling through. This means that you can instantly find what you are looking for, without having to go through each menu choice to find the filter or column you are after.

The interface itself is clean and simple, and everything you could be looking for is displayed right on the screen as standard. This means that even if you aren’t familiar with the navigation, it is simple to pick up, meaning you’ll be navigating DS like a pro before long.

4)     Organising campaigns and ad groups with custom labelling

Labels provide a way to manage campaigns, ad groups, ads and keywords without being restricted by the set campaign structure. By using labels, you can effectively manage and report on anything in your account that is grouped together by labels. Labels can also be applied in multiples, meaning one object can have more than one label if it needs to be categorised into multiple labelling categories.

Labels can also be applied to multiple levels of the account depending on where you apply the label. If you apply the label at campaign level, DoubleClick Search will apply this label to the ads, keywords and ad groups below the campaign. This also means that any new ad groups you add will also inherit the label from the campaign.

Labels are a great way to organise your paid search efforts in DoubleClick Search. By grouping together multiple campaigns, ad groups, ads and keywords, it can be easier and quicker to pull reports. Rather than having to download multiple reports and merge them together, you can pull all of the data in one go, making those reporting tasks much quicker and way more efficient.

5)     Using the DoubleClick Stack to gain greater insight

The DoubleClick stack is a collection of technologies that can all work together. By using all of the technologies in the DoubleClick stack, this can open up more reporting opportunities. You can gain a greater insight into your paid search efforts, including multiple different channels in your reporting to see more of a holistic view of your marketing.

Another bonus of data sharing comes from linking DoubleClick Search (DS), DoubleClick Campaign Manager (DCM) and DoubleClick Bid Manager (DBM). This can allow you access to custom attribution reports that can display data based on your chosen attribution model. This can give you insight into how all of your different efforts are impacting on your overall marketing strategy.