Measure the true ROI of AdWords Remarketing Lists for Search Ads

Tuesday, February 24, 2015 |

We are happy to announce support for AdWords Remarketing Lists for Search Ads (RLSA) in DoubleClick Search. If you are a DoubleClick Search customer, you can now manage and report on your RLSA campaigns directly in our platform. Further, you can now report on the ROI performance of each individual remarketing list, regardless of how they spread across different campaigns and ad groups.

With this new capability, we’ve made it much easier for advertisers to measure the effectiveness of each remarketing list and their list strategies overall. Up to now, advertisers using RLSA through Adwords have had to duplicate and complicate their ad groups, in order to understand each remarketing list’s value. We are excited to see advertisers enhancing their search marketing campaigns by embracing audience signals, and below we’re shining a light on how customers are improving their results with RLSA:

"Within the remarketing campaigns, renewal customer target groups showed a 89% higher ROI than acquisition customers. Also, 90% of the target group customers turned out to be customers that renewed their contract"  
- Irina Stutvoet, eCRM Marketing Manager, T-Mobile Netherlands

"When AdWords launched RLSA, it offered us a new opportunity to engage with our customers. Now with the addition of conversion reporting in DoubleClick Search, we can finally measure and realize the true ROI of RLSA. Across our agency portfolio we have seen RLSA campaigns improve conversion rates by 70% and CPA of 53% on average compared to non-RLSA campaigns”  
- Matt Wright, Head of Paid Search, iProspect Manchester

As we continue our investments in our audience capabilities, we work closely with our partners to understand what they’re looking for.

With that in mind, over the next three weeks we’ll be hosting a series on the topic of the role of audience signals in search engine management. We’ll share perspectives from organizations like iProspect, Havas Media, and the Internet Advertising Bureau on what the opportunity is, how audience signals will impact search marketing and how marketers can get started.

We hope you enjoy the forthcoming series on audience signals in search engine management!

DS features in December and January

Tuesday, February 17, 2015 |


In December and January, we added the following features to DoubleClick Search (DS):
  • Forecast the performance of a bid strategy: Using historical data from an existing bid strategy, DS can estimate how the bid strategy may perform with a different target or spend amount. 
    You can use the forecast to gain such insights as:
    • The CPA, ERS, or ROAS target you need to achieve a specific range of conversions. If you know how many conversions you want to achieve per week, you can see which target you're likely to need.
    • How the bid strategy is likely to perform with a specific amount of weekly spend.
    • The trade-offs between cost and conversion volume as you adjust your CPA, ERS, or ROAS targets.
    Learn more.
  • Copy campaigns to AdWords, Bing Ads, and Yahoo! JAPAN engine accounts: If you need to manage the same campaigns on multiple engine accounts, instead of manually creating the campaigns in each account you can copy an existing AdWords account. If you make additions or changes to one of the campaigns, you can copy the additions and some of the changes into the other accounts. Learn more.

We also updated the following features:
  • Create and apply sitelinks by uploading a bulksheet: You can now use the same bulksheet to create and edit sitelinks and add them to campaigns and ad groups. Before this update, you needed to create sitelinks in one bulksheet and apply them to campaigns and ad groups in a second bulksheet. Learn more.
  • URL templates no longer encode URL parameters: If you use a redirect URL to pass tracking data to an additional tracking system, the additional system may require you to HTML-encode your landing page URLs. Instead of adding this redirect URL to each keyword's landing page, you can use a URL template to automatically apply the redirect URL and encode the landing page URLs. Previously, if you set up a URL template to encode landing page URLs, DS also encoded any URL parameters you specified in the template. DS has been updated so that it no longer encodes the URL parameters in a template. Learn more.
  • Bid strategy health column: The bid strategy health column now lets you know if any bid strategies are constrained because it's been too long since offline conversions have been uploaded into DS. Learn more.
  • Pause engine accounts: Agency managers can now change the status of an engine account from Active to Paused, temporarily stopping such activities as trafficking, bid optimization, and inventory management. Learn more.
See these updates in action in the new features training video.

Posted by the DoubleClick Search team

AdWords Upgraded URLs and DoubleClick Search

Monday, February 9, 2015 |

This morning AdWords announced upgraded URLs, a fundamental change to the way they create and track URLs. The change is an easier and faster way to manage and track important information about each click on your AdWords ads.

As part of this upgrade, AdWords is moving from the concept of “destination URLs” to “final URLs and tracking templates”. In addition, AdWords will retire the existing {copy} valuetrack param available for sitelinks today. The upgrade will require that DoubleClick Search make some changes to landing page management for AdWords accounts.

No immediate change to DoubleClick Search workflows 
While we work on supporting upgraded URLs, DoubleClick Search customers should continue to use the existing destination URL format to ensure tracking and campaign management capabilities. If you’re interested in saving time managing URLs, check out the DoubleClick Search URL builder to help simplify your workflows and save hours per week.

Stay tuned for upgrade details 
AdWords will continue to support destination URLs until July 1st. We’ll share more details in the coming weeks about the recommended upgrade process for DoubleClick Search customers.

Join Forrester and Google for a conversation about the real-time opportunity in retail SEM

There’s no doubt that technology continues to transform the pace of business. In the past, it wasn’t possible to track online conversions back to ads in real-time. You couldn’t always be sure you were advertising only in-stock items or immediately traffic out seasonal assortment changes.

But now advanced digital marketers are able to take advantage of real-time conversion and product data in their advertising campaigns to great effect.

Forrester recently completed a global study of 240 retailers’ search campaigns. What they found was… opportunity. Most retailers still don’t take advantage of existing real-time capabilities in digital marketing, and leave a significant opportunity for savvy marketers who do.

Come hear Forrester and Google talk about: 
  1. Results from Forrester’s retail search study 
  2. Insights about the retail search market, and where you can take advantage 
  3. How to become more “real-time” in your own digital advertising 

Speakers:
Shar VanBoskirk, Principal Analyst, Forrester Research
Henry Tappen, Retail Product Manager, DoubleClick Search

Time: 
Wednesday, February 18th at 11AM PST/2PM EST

Register now on the event site

We look forward to seeing you there.

Report on IBM Digital Analytics in DoubleClick Search

Wednesday, February 4, 2015 |

When running an e-commerce site, you need an analytics solution to gain insight into visitors’ digital journeys and make swift & educated decisions. To help tie your eCommerce transactions with your search campaigns we’ve launched support for IBM Digital Analytics (prev. known as CoreMetrics) in DoubleClick Search.

IBM Digital Analytics is an enterprise class cloud based digital analytics platform and it collects and analyzes customer’s digital journey including data about conversion events on your site, such as cart additions, abandonments, bounces...etc. DoubleClick Search regularly pulls in the data and uses it to attribute visits & conversions to keywords and populate IBM Digital Analytics reporting columns. In DoubleClick Search you can access the columns via online reports, downloaded reports, and the reporting API. You can also take advantage of the ability to create formula columns and executive reporting charts that incorporate IBM Digital Analytics data.

If you’re interested in getting started, please share your IBM Digital Analytics client ID, DDX API auth token, username, timezone & currency with your DoubleClick Search support contact or ds-support@google.com. They’ll give you a heads up when your DoubleClick Search advertiser and IBM Digital Analytics account have been successfully linked.

DS features in November

Tuesday, December 16, 2014 |

In November, we added the following features to DoubleClick Search (DS):
  • Report purchase details in DS: Learn which products in your inventory make up your sales with purchase detail reports. Enable this feature by configuring your Floodlight transaction tags to report on revenue, cost, and profit for individual products sold in each conversion. DS reports can also show which campaigns (including keyword and Shopping campaigns), ad groups, and keywords contributed to the sales of those products. Finally, you can segment your reports using any attributes from your inventory feed.

We also updated the following features:
  • Executive Reports:
    • Share reports: Share a link to your executive reports with clients, executives, non-DS users, or anyone that you want to see how you’re performing toward your advertising goals.
    • Resize charts: DS has added chart resizing to the list of formatting options available in executive reports. With a single click, you can expand or contract a chart horizontally or vertically.
  • Bid strategies: Set a minimum ROAS constraint: In addition to bid limit and position constraints, you can now set a minimum ROAS constraint. For bid strategies that are focused on maximizing revenue, set the minimum ROAS constraint to optimize bids and keep the marginal ROAS above a target threshold.
  • Apply, remove, or change sitelinks for AdWords campaigns in the DS UI: If you need to apply sitelinks to several campaigns in your AdWords account, you can now use the DS UI in addition to bulksheets.
  • Use the DS API to report on AdWords location extensions : If you've set up upgraded location extensions in DS, you can use the DoubleClick Search API’s Reporting Service to download adGroup, campaign, or feeditem performance metrics for location extensions.

    Note that reports downloaded from the DS API include only location extensions that have recorded at least one impression during the report's time range.


See these updates in action in the November New Features training video:


Posted by the DoubleClick Search team

DoubleClick at CES

Friday, December 12, 2014 |

With 2014 drawing to a close, we’re getting excited about what’s ahead in the new year. We’ll be ringing in 2015 at the International CES (Consumer Electronics Show) the first week of January. If you’re planning to go too, we’d like to invite you to come by C Space, the new destination at CES for advertisers, publishers, agencies, and content creators.

On the first day of the event (Tuesday, January 6th), Neal Mohan, Google’s VP of Display and Video Advertising Products, will be headlining C Space. In his keynote he’ll talk about how brands can make the most of video in a climate where consumers are easier to reach but harder to influence. He’ll discuss not only how to drive engagement but also how to measure the impact that it has on brand metrics.

Following his keynote, Neal will join Meredith Levien, EVP Advertising at The New York Times, in a fireside chat.
Learn more about C Space and check out the full agenda here.
Hope to see you there!
Tuesday, January 6th 2015
1 - 2 PM PT