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What Is the DoubleClick Stack & How to Use It

newsJanuary 1, 2019

The DoubleClick stack is a collection of technologies that can either be used alone as individual technologies as well as being bolted together to create a cohesive and efficient place to view all of your marketing efforts in one place.


The technologies from Google can be utilised to serve display ads, track campaign activity, manage paid search and run programmatic display activity. All of this technology is built into the platform, on the same system, so all of your marketing channels can talk. Cookies are matched across systems, organic search is connected via a direct link from webmaster tools and conversions can be tracked through a single system to prevent over-reporting.

Attribution is an important part of any marketing strategy, and with DoubleClick offering a variety of attribution models, these can match your business goals and let you monitor conversion values from each channel.

Double Click Manager Products You Should Be Using

The DoubleClick stack includes three main products: DoubleClick Search, DoubleClick Campaign Manager and DoubleClick Bid Manager.

DoubleClick Search

DoubleClick Search (DS) is a search campaign management system that can help you to run pay-per-click(PPC) campaigns across search engines including AdWords and Bing. DS allows you to manage, automate and optimise your paid search campaigns in real-time and at scale.

All of the changes you do in DS can be synchronised back to the search engines, whilst keeping your individual optimisations. This allows you to save time and lets you focus on the more important tasks that come with running an account. DoubleClick Search has features for simplified reporting, attribution modelling, executive reporting and automated dashboards. With almost real-time updates and customisable views and reports, it can provide a centralised place for all of your paid search marketing efforts.

DoubleClick Search can be fully integrated with AdWords, Bing Ads, Yahoo and Baidu. DS can also be linked with other engine accounts not included here, but these will only report on conversions as opposed to all metrics. 

DoubleClick Campaign Manager

DoubleClick Campaign Manager (DCM) is an ad server. It works as a tool to host your ads in a single place to be shown to users across platforms and networks. By using DCM, this provides you with a single location where you can create, amend, test and optimise your creatives to make sure they serve the right ad, to the right user, at the right time.

DCM technology can track every single ad that shows for impressions and clicks and puts all of this information together to allow you to see reporting across all channels. This means you can gain insights into user paths to conversion and credit attribution to each marketing channel. DCM works across devices, showing the value of mobile in relation to desktop.

DoubleClick Campaign Manager creates a central hub for instant updates of creatives, holistic reporting and attribution modelling for all your display campaigns.

DoubleClick Bid Manager

DoubleClick Bid Manager (DBM) is a tool for running programmatic display campaigns. It enables the automated buying of ad space, meaning that you can put your ads in front of the right people, at the right time, in the right context.

The Benefits of Using Double Click Campaign Manager

An easier way to think of a DBM programmatic campaign is to compare it to an AdWords Google Display Network campaign. A programmatic campaign is just on a much larger scale, where campaigns are targeted based on page content, demographics or audience profiles whilst being optimised on real time performance data.

As part of the DoubleClick stack, DBM allows for detailed reporting that is de-duped across the channels when it is used with DCM.

Using the stack provides not only a central hub for your marketing efforts, but also advanced features. By connecting these technologies together, it can increase workflow efficiencies, as well as helping to improve key marketing goals including cost-per-click (CPC) and cost-per-acquisition (CPA).