Go back to school, DoubleClick style: 5 ways to ace the test with DoubleClick Bid Manager
August 21st, 2013 | Published in Google DoubleClick
Earlier this week, the DoubleClick Search team highlighted how retailers can make the grade on the second-biggest annual consumer spending event -- Back to School shopping season.1 But before parents can snap that obligatory first-day photo, we also wanted to take this opportunity to show you how DoubleClick Bid Manager can help you engage your audience during this peak season, and beyond.
One of our star students, Lisa Markou, Associate Director of Planning at Audience on Demand, explains how the Publicis trading desk uses DoubleClick Bid Manager across many different initiatives: "At VivaKi, we’ve leveraged DoubleClick Bid Manager for a variety of campaigns and have found success with its auto optimization feature, which has helped us more effectively prospect and retarget audiences, as well as enhance demographic filtering capabilities. We've also seen the DFA integration with DoubleClick Bid Manager help streamline workflow for advertisers' audiences, improving planning and activation work stream, as well as the ability to be nimble in providing different 'test' scenarios to our clients."
So how can you can make the mark this school year? Below, we’ve outlined some of our most powerful features from DoubleClick Bid Manager to get you through the Back to School season, and set you up for success for the upcoming holidays.
 
 
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Highlight what’s important with contextually-relevant ads
Let’s face it: we all made it through school by perfecting the “skim and highlight” reading method. But it’s not just for textbooks. With DoubleClick Bid Manager, you can highlight your advertising message based on page content that’s meaningful to your audience.
Keyword contextual targeting helps you engage shoppers as they browse content related to your products and services. Based on over 10 years of expertise in semantic targeting technology, our contextual targeting scans eligible web pages, and extracts relevant concepts and themes to match to advertisers’ messages -- and do it all in real-time. Pinpoint potential customers across the web with audience targeting
Like the cheerleaders of your high school football team, you may already know who your brand loyalists are. And with robust third-party data segments in DoubleClick Bid Manager, you can identify new supporters who have purchase intentions similar to your existing customers. And if you need help finding your brand's likely consumers, you can use look-alike modeling in DoubleClick Bid Manager for recommendations on new data segments to try.
Brush up on your geography skills with location targeting
Online and in-store shoppers alike, college students conduct online research as they stock up for the year. Geo-target your campaigns down to the country, region, city or even zip code level to connect with shoppers. Then use DoubleClick Bid Manager’s reporting suite and in-product visualizations to optimize based on the best-performing locations.
Secure your brand’s message with powerful display and cross-channel remarketing
Don’t let potential consumers stray away. Re-engage shoppers who have left your site with DoubleClick Bid Manager’s powerful remarketing capabilities. And set-up is so easy, you can even spend more time in recess!
For DFA users, remarketing lists collected by the DFA Floodlight tag are shared seamlessly with DoubleClick Bid Manager -- improving cookie fidelity and potential reach.
And if you’re not using DFA, we’ll provide full pixel creation, implementation and tracking capabilities.
But seamless remarketing extends beyond just display. Break barriers between your search and display campaigns with display remarketing from search ads in DoubleClick. As we announced in April, this feature allows advertisers to use insights from paid search clicks to remarket to audiences across ad exchanges via DoubleClick Bid Manager -- all with a seamless, tagless workflow.
In fact, VivaKi was the first to trial this cross-channel tool by launching a global campaign for a leading insurance company. As described in this video testimonial, with their search and display campaigns on a unified platform, they used search ad clicks as a signal to re-engage users with display ads across billions of ad impressions available via DoubleClick Bid Manager... and saw corresponding performance uplift.
Ace your “report” card with better measurement from DoubleClick
Don’t wait until the end of the semester to see how well you did. Throughout your campaign’s flight, measure campaign success with DoubleClick’s robust reporting suite:
Planning reports: Leverage look-alike modeling to find new users whose online behaviors are similar to your customers. Or find your campaign’s potential impression volume and unique user access with inventory availability reporting.
Performance reports: Learn how your your campaign is driving conversions on the fly. You can break down campaign performance metrics by audience segment, geo-parameter, keyword, ad positioning, and more. These deep campaign insights can help you optimize your campaign in real time to maximize performance.
Fresh, accurate data across your buy. For DFA users, DoubleClick Bid Manager counts conversions based on the attribution modeling your advertiser has set in the ad server. This means that conversions are de-duplicated across any other partners on your media plan -- no correlation modeling or back end data matching necessary, saving you valuable time and effort..
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Before lunch boxes are packed and pencils are sharpened, earn an A+ for your bottom line. To find out how to add DoubleClick Bid Manager to your class schedule, visit www.doubleclick.com/bidmanager.
1. NRF. “2012 Back-to-School Consumer Intentions and Actions Survey” BIGResearch. July 2012