Inventory Management now available in DoubleClick Search

Wednesday, August 22, 2012 |

If you’re a search marketer managing a large product inventory, you know that staying on top of changing products, new promotions, and seasonal search trends can be incredibly time-consuming. The DoubleClick Search (DS) team is pleased to announce the release of our inventory management solution (beta), which allows you to use your Merchant Center Feeds to efficiently and automatically update your search campaigns.

With our new inventory management feature, you’ll be able to update your online advertising based on your physical inventory. To do this, DS monitors changes to your inventory feed and updates your campaigns accordingly.

With inventory management, you can:

  • Integrate with your Google Merchant Center feed to leverage your existing investment in product search. The hardest part of inventory management can be the initial setup in integrating your feeds. With our solution, you can avoid this by simply continuing to update your Merchant Center account to keep the inventory fresh and up-to-date. Once you connect DS to your Merchant Center account, DS will automatically reflect any changes.
  • Tie the behavior of ads and keywords to inventory levels. For example, you can pause keywords when the related product is out of stock, and reactivate them when it’s back in stock. You can also change landing page URLs when the links in the feed change.
  • Refresh ad copies with feed parameters. For example, you can specify templates that would update ads based on price or description updates from the feed.

For example, let’s say you’re a retailer managing two ad groups with different types of kitchen appliances: EZ Freez Ice Cream Maker, and FroYo + Ice Cream Maker. Below is an example of how you can use a template to create relevant, customized ads for your products.

  1. Create a template for your ads using an inventory ad template, a generic message that can be modified based on the values of product attributes.
  2. Connect the template to the two ad groups via creating a new inventory rule, which binds together inventory items and search entities.

User setup in DS
Auto-created, inventory-managed ads
Free Shipping Template:

<TITLE>
Free Shipping Today Only!
Available for <PRICE>
<LANDING_PAGE_URL>

Destination URL: [http://www.productpage.com]
EZ Freez Ice Cream Maker
Free Shipping Today Only!
Available for $34.99
DisplayURL.com/EZFreez

FroYo + Ice Cream Maker
Free Shipping Today Only!
Available for $49.99
DisplayURL.com/Combo

Create and customize rules to automate your keyword states, ad copy, and landing pages. Sample rules:

  • If, or when, product sells out, pause keywords.
  • If price changes, create new ads based on the ad template to reflect the new price.
  • If product landing page changes, update keyword landing pages.

Visit our Help Center article to learn more about Inventory management. To be included in the beta, please contact your Technical Account Manager.

Posted by the DoubleClick Search team