DoubleClick Search tools to help you remember those three little words this Valentine’s Day: return on investment
February 14th, 2013 | Published in Google DoubleClick
Cross-posted from the DoubleClick Search blog.
Let’s face it: managing your search campaigns can seem a lot like being in a relationship. Both can be fickle, require lots of work and time, and need the right amount of attention to get the best results -- especially during Valentine’s Day. When everything is going smoothly, you’re feeling confident and on top of your game; but, without commitment and focus, your search management romance can quickly fizzle.
Here at DoubleClick Search, we know it's important for you and your campaigns to be getting along well as more consumers turn to search to find the best deals. This is especially true during high-traffic retail holidays; in fact, online sales are up 28% over last 2 years(1), with $210 billion in web-influenced sales expected for this year(2). This means huge opportunities for search marketers to reach shoppers looking for deals -- but it can also mean a lot of extra work.
So with that, we want to make sure your search management relationship doesn’t fall flat this year. Below are a few DoubleClick Search solutions to put the kick back in your step and help you keep focus on those other three little words this Valentine’s Day: return on investment.
Communication is key
Good communication is a fundamental part of a healthy relationship; after all, being left in the dark can quickly compound problems and stifle new opportunities to grow. Stay connected with a few tools from DoubleClick Search that’ll help you better understand and capture new opportunities:
|Chart bid history. Take the guesswork out of the relationship. With the ability to chart your bid history, DoubleClick Search gives you full transparency into bidding decisions to visually represent your keyword bids over time, and help you better manage to your unique goals.|
|Bi-directional sync. Communication is a two-way street. With bi-directional sync, the changes you make in AdWords or adCenter show up in DoubleClick Search with the click of a button. You can even schedule syncs to automatically occur or repeat. (Now, if only it were this easy in a relationship!)|
|Display remarketing from search ads. Don’t leave the conversation hanging. Leverage cross-channel opportunities from the DoubleClick integrated platform with display remarketing from search ads, which lets you “follow up” on search ad clicks and remarket to speciﬁc audiences across ad exchanges, via DoubleClick Bid Manager or the Google Display Network, based on their interaction with your paid search ads.|
Being routine with your campaigns can quickly have you falling into a rut. Exciting launches filled with new keyword additions and optimization can turn into the comfortable complacency of ordering in pizza, watching reruns on TV, and running your campaigns on autopilot. Don’t settle for the ho-hum; stay committed to the next chapter of your search campaigns with DoubleClick Search tools, to make sure they pay off:
|Landing page testing. Show your search campaign some love by pairing your keywords with the best landing page. With landing page testing in DoubleClick Search, split traﬃc between several landing pages and then compare the results to help choose the landing page that delivers the best results.|
|Formula columns. Be creative -- ditch the spreadsheets and explore new surroundings with Formula columns that allow you to create your own customized columns directly in the DoubleClick Search interface. Access a wide variety of diﬀerent metrics computed from DoubleClick Search data, or rename columns.|
Don’t wait until the last minute
...Not with dinner reservations, and certainly not with your search campaigns. Relationships require regular maintenance; read the signs early and understand your campaign needs to make the most informed decisions for the best results. Here are a few DoubleClick Search tools that can help you analyze your campaigns up to the minute, so you can plan accordingly:
|Instant conversions. Stop the procrastination blame-game and act on every signal, as it happens. DoubleClick Search now loads instant conversion data from Floodlight in all its reports -- in addition to the engine performance data we already update in near-real time -- to bring you the freshest, most reliable campaign data. Conversion data in DoubleClick Search is updated automatically throughout the day, minutes after a conversion happens.|
Happy Valentine’s Day from DoubleClick Search!
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(1) Source: ComScore Inc. Press Release, 2011
(2) GroupM research: From intent to in-store: Search’s role in the new retail shopper profile, 2011