Thursday, October 23, 2014

DoubleClick Search: Using real-time data to optimize your search ads and Shopping Campaigns

Thursday, October 23, 2014 |
This is the second in a series of posts on real-time advertising. Last week, we wrote about the real-time gap and how access to real-time data can positively affect online sales and results. This week, we’re writing about how real-time data can help you optimize text ads and Shopping campaigns.


Don’t underestimate the long tail 
Retailers today often have hundreds or thousands of products, but a recent study shows they only advertise an average of 49% of their inventory with search ads. There are two main reasons for this. One is that advertisers just can’t manage millions of keywords and bids on their own. The other is that they often don’t see the value of their long-tail inventory items.

However, forgetting the long tail can mean missed opportunities. While each additional item advertised may not contribute a lot of sales on its own, aggregated sales for long-tail items can have a significant bottom-line impact.

Create and optimize Shopping Campaigns with inventory-aware campaigns 
Our customers have told us Shopping campaigns are a critical tool to automate ad creation, management, and bid optimization. Integrating with Google Merchant Center - from feed to ad creation - helps retailers be “real-time” in responding to the many seasonal assortment changes, new product launches and inventory status changes. They can afford to traffic and manage the full product catalog, without risking losing track of a promotion or out-of-stock and paying for that “ad to nowhere”. Last year Piston saw big success with inventory management, with over 50% gains in both ROAS and conversions.

Umut Dincer, The Home Depot’s Director of Online Marketing shares: “Our strong partnership with DoubleClick Search has been a great source of revenue for The Home Depot using the Google Merchant Center and Shopping campaigns to merchandize inventory.”

Organize products intelligently with Adaptive Shopping Campaigns
Beyond expanding product coverage, advertisers can also improve performance with sound product group structure. Adaptive Shopping campaigns leverage real-time conversion data to automatically change Shopping Campaign structure to optimize performance gains. When items in product groups have similar conversion rates, DoubleClick Search can assign better bids and reduce inefficiencies in spend.

By looking at advertiser data, we found, for example, that 90% of the median advertiser’s Shopping campaign cost came from only 9.5% of its products.* Often, it turned out, advertisers were lumping high-performance products into product groups with other, lower-converting products. The end result: bids that were too low for their top-selling products and bids that were too high for their lower-revenue items.

Andrea Bywater, Marketing Coordinator of Paid Search at BuildDirect says, “Adaptive shopping campaigns will be incredibly helpful in grouping ‘winning’ SKUs together—especially when things get busier with the holidays, and with Black Friday around the corner. Not only will this save time; it’ll help us save money on products with lower conversion rates.”

Link purchases to ads with Purchase detail reports 
A third way for retailers to increase their advertising efficiencies with real-time data is to allow them to connect their ads with product sales. Linking ads and sales used to be a complex task requiring deep analysis and a lot of data. As a result, advertisers often skipped over this analysis, missing out on key insights like which keywords sold which products. We designed Purchase detail reports to meet this customer need.

Purchase detail reports help advertisers:
  • Identify the impact of advertising on business goals like maximizing profitability or selling off inventory
  • Improve ad targeting by matching ads to products that consumers are most interested in
  • Understand the value of brand and general terms in selling your highest margin or most important products
Justin Johnson, Paid Search Manager at Cabela’s explains, “Having insights into where we spend our money, in addition to what people are looking for, has been invaluable in helping us make better decisions. We have a better look into where we may not have adequate coverage, and are able to quickly make changes to address that. Being able to pull in margin data to see if certain keywords are better or worse at driving profitable traffic than we anticipated helps us be more thoughtful with our spend.”

Real-time in real life 
In the next edition we’ll shift our focus to a real-time use case: smartphone launches. We’ll have a look at how real-time capabilities make a difference on big sales days, where competition and volatility are high.

*DoubleClick Search internal data, 2014

Powerful creative management tools support large-scale campaigns: A deep-dive into Asset Library

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Yesterday, we announced 13 updates to our DoubleClick Creative Solutions and explained how advertisers can develop more successful campaigns by pairing their media buying strategies with smart creative.

Pairing #1 from yesterday’s post centered on scalability: Creative agencies need robust creative management tools to keep up with the scale and complexity of increasingly large media buys. The new Asset Library tab that launched this week in DoubleClick Studio provides just that -- it allows creative agencies to easily scale and manage their assets across their creatives. 

With Asset Library, you can host, manage and update all of your creative assets for free, from a single cloud-based location within DoubleClick Studio. Easily manage your assets across all of your DoubleClick campaigns and update live campaigns immediately with new creative.


Six things to know about the new Asset Library tab:
  1. No waiting: You don’t have to wait for a hosted URL from the DoubleClick team, so you can get your ads live faster.
  2. Larger file sizes: Upload individual creative assets up to 60MB, and upload any total file size that you want. 
  3. Share assets easily: Advertisers can use Asset Library to share their creative assets directly with their creative shops, all in one place.
  4. Batch Update: Automatically update a batch of creatives with one click in Asset Library. You can also refer to assets uploaded to Asset Library within your dynamic creative feeds.
  5. Automatic video transcoding: Asset Library automatically transcodes videos into all necessary formats when uploaded into the platform.
  6. Update live campaigns immediately: Edit your asset in Asset Library and push it live to the locations you want in your campaign immediately, no 24-hour review cycle or re-trafficking required. 
Here’s what some of our beta testers have said about Asset Library:

"We’ve used the asset library to host HTML5 assets and then pull them in dynamically within DoubleClick Studio. This has made file management more efficient and enabled us to change assets quickly when pricing, messaging changes and creative tweaks have been necessary." ~David Morgan, Director, 22Design 

"We use DoubleClick Studio to build 99% of our creative and appreciate how Asset Library has simplified video serving. Instead of handing off files, we can manage the serving ourselves through our Asset Library folder." ~Kate Bush, Associate Director of Project Management, Isobar Detroit

"I have been using Asset Library with a dynamic ad campaign for one of our major clients. Having all of the assets accessible in DoubleClick Studio...in one place has saved me so much time and energy. I can keep all my assets in a well documented and simple way. It also makes the data feed that I put into Google Docs a lot smaller and easier to manage when dealing with vast amounts of data in the dynamic ads. It is the most beneficial upgrade to date." ~Darren Stevenson, Head of Digital Display at UK creative agency Partners Andrew Aldridge

Over the next couple quarters, we’ll be integrating Asset Library into Google Web Designer, DoubleClick Campaign Manager and DoubleClick Bid Manager, so you’ll be able to access your creative assets from every management tool within the DoubleClick Digital Marketing platform.

Ready to give it a try?
Simply login to your DoubleClick Studio Account and click on the new Asset Library tab in the top navigation bar. You can also check out our Getting Started guide

Come back tomorrow for creative and media pairing #2 around programmatic. 

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions

Wednesday, October 22, 2014

13 new DoubleClick Creative Solutions to make your campaigns more successful

Wednesday, October 22, 2014 |

Savvy advertisers know they need to pair smart creative with their media buying strategies, to accomplish successful digital campaigns. Today, we're making it easier than ever to do just that with 13 new tools across our DoubleClick Creative Solutions. These updates help advertisers succeed with four key creative + media pairings:

1. Powerful creative management tools support large-scale campaigns
2. Dynamic creative tools support programmatic media buys
3. HTML5 and in-app creative tools support mobile ad targeting
4. In-stream video tools support video ad targeting


Pairing #1: Powerful creative management tools support large-scale campaigns
Display campaigns are getting larger and more complex. To keep up, creative agencies need tools that help them build ads to suit every shape and size required by that campaign, in a fast and seamless way. 



Asset Library is a creative management layer launching today in DoubleClick Studio and rolling out across the DoubleClick Digital Marketing platform in the next couple quarters. Asset Library allows advertisers to host assets for free in DoubleClick and easily manage and bulk update creative, even in live campaigns, without having to re-traffic them. 


“We have cut our development time considerably using Asset Library as part of our daily work flow. It's hard to imagine how we survived without it.” ~ Michael Douglas, Head of Production, SapientNitro

Pairing #2: Dynamic creative tools support programmatic media buys
Advertisers can use the audience information from their media buy to craft relevant ads for every viewer. Our new dynamic tools focus on making the process easier to manage:


  • A lightweight version of dynamic creative for retail and hotel clients is available in DoubleClick Bid Manager (Premium US users). Use six HTML5 templates to build dynamic ads that are aligned with the programmatic media buy. They work for Facebook right-hand side inventory too!
  • Advertisers can now pull their Google Merchant Center Feed into a dynamic remarketing creative in both DoubleClick Studio and DoubleClick Bid Manager. This makes it much easier to build complex retail campaigns without having to re-input the data.
  • Understand which products in your dynamic ad lead to which website conversions, using the new u-reporting feature in DoubleClick Studio. 


Pairing #3: HTML5 and in-app creative tools support mobile ad targeting
To show a successful ad unit on mobile and tablet placements, you have to build HTML5 ad creatives in formats that work well on smaller screens.


  • Build mobile-compatible ads in minutes, with 20 new HTML5 and in-app Studio Layouts
  • To build more custom HTML5 ads, agencies can use Google Web Designer and then publish their ads in one click to DoubleClick Studio. 
  • For a dynamic creative campaign, DoubleClick Studio supports HTML5 dynamic creative, so advertisers can ensure their real-time messages reach consumers wherever they are. 
  • Publish with confidence: DoubleClick supports MRAID 2.0 (the IAB’s latest mobile in-app standard) and has certified over 90 of the largest publishers and networks, to make sure their websites will support DoubleClick in-app ads. 

Pairing #4: In-stream video tools support video ad targeting
Make your TV commercials work for digital by building in interactivity. Serve your video ads alongside the rest of your digital campaign so that your data and reporting are consolidated. This can lead to better campaign insights. 


  • Our new VPAID Layout lets you easily build interactive in-stream video ads (VPAID). Simply upload your video asset and add interactive elements to create a complex ad unit in minutes.
  • You can also ensure people have a smooth viewing experience with your mobile video ads. DoubleClick Campaign Manager will transcode and segment your videos so they can be served in a file size that will load on the viewer’s mobile connection (3G, 4G or wifi). The video can even be altered on the fly, if the connection changes during playback. 

Digital campaigns are nuanced and complex, so having the right support resources at your disposal is important. We built the Creative Recommendation Tool to help you identify the best product to use based on your project’s resources. We’ve also integrated Chat Support into the Studio UI, so you can get in touch with a real person immediately, get your problem solved and get on with your work. 

While advertisers may be focused on scaling campaigns across big bets like mobile, video and programmatic, smart creative is a critical element of every successful campaign and can’t be an afterthought. Advertisers will achieve the best results when they combine creative strategies with media strategies from the outset of their campaigns. 

Over the next few days, we’ll dive into each of the four creative strategies listed above, to provide best practices for combining creative and media strategies in your campaigns. Stay tuned!

Posted by Becky Chappell, Product Marketing Manager, DoubleClick Creative Solutions

Tuesday, October 21, 2014

with DoubleClick: T-Mobile increases creative effectiveness across screens using HTML5

Tuesday, October 21, 2014 |
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

T-Mobile is one of the largest mobile providers in the US. As a cutting-edge company, it was fitting that they create a cutting-edge brand experience when it came time to showcase the powerful new Samsung Galaxy S5.


The team was looking to maximize reach on mobile devices for the digital campaign. But ads built using Flash - the animation standard for many years - was a big obstacle in getting mobile reach, as the format won’t render on mobile at all. So instead of engaging with rich ads, mobile users are served a static backup image. With over 25% of all global web usage occurring on smartphones or tablets*, that's a bad experience for users, and lost opportunity for advertisers.

T-Mobile, along with its agencies, Publicis Seattle and Optimedia, turned to the DoubleClick Digital Marketing platform, and built rich, engaging HTML5 creatives to solve this shortcoming. HTML5 is a universal language for display ads that ensures they render seamlessly across any screen - smartphone, tablet, or desktop. Beyond improving campaign reach, the team would no longer need to build separate creative assets for desktop and mobile, saving lots of creative time and resources.

They then targeted a tech-savvy audience across devices. Optimedia was even able to target users of competing mobile providers, to entice them to switch to T-Mobile, thanks to the targeting capabilities available in DoubleClick Campaign Manager.


T-Mobile's campaign results confirmed the power of HTML5:
  • Eliminated 85% of all instances of static mobile creatives. There was a 1.1% creative backup rate on HTML5 impressions, versus 7.3% for Flash.
  • Mobile CTR was 400% that of desktop. The team believes this improved result was due largely to HTML5 providing a more richly engaging experience for more mobile users.
  • Equal or better performances than Flash desktop ads in key conversion categories. Once on T-mobile.com, users who had clicked on HTML5 smartphone ads were just as likely or more likely than Flash desktop users to explore content, interact, and show intent to purchase.
  • Lower serving fees. "HTML5 uses cloud technology, so its file sizes are much smaller than Flash," says Nelson Fortier. "This results in lower ad serving fees, saving T-Mobile valuable media dollars."
Armed with these results, T-Mobile and Publicis Seattle have begun using HTML5 for other campaigns with DoubleClick.

"We saw a huge difference with HTML5 compared to similarly-targeted Flash banners," says Nelson Fortier of Publicis Seattle. "It’s compelling proof that with HTML5 and DoubleClick, T-Mobile's reach on both desktop and mobile devices far eclipsed that of Flash-based ads."

To learn more about the team's approach and results, check out the full case study here.

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* "2014 Internet Trends," by Mary Meeker. Kleiner, Perkins, Caufield, Byers, May, 2014.  http://goo.gl/DxrLAJ

Friday, October 17, 2014

The Programmatic Revolution: Join us for a webinar

Friday, October 17, 2014 |


We’ve all heard it: marketing is at its best with the 3Rs in place -- the right message, to the right person, at the right time. There is no doubt programmatic buying is enabling this by automating marketing across channels for better targeting, relevance, and impact. A recent study Ad Age conducted for DoubleClick shows programmatic is top of mind for more than 40% of agencies and marketers when a media plan is being designed.

But how much of the opportunity is truly being capitalized? Register now to join Aaron Fetters, Director of Insights and Analytics Solutions Center at Kellogg Company, and Emel Mutlu, Senior Product Marketing Manager at Google, for a discussion on the study's findings, and:
  • Why brands and marketers are incorporating programmatic into their media buys
  • The essentials marketers need to know for success in a programmatic world
  • How the industry must evolve to realize the promise of programmatic
Posted by Yamini Gupta, Product Marketing Team

Thursday, October 16, 2014

DoubleClick Search: The real-time gap and what it means for retail search marketers

Thursday, October 16, 2014 |
Understanding retailers and their relationship to real-time 
In a recent post, we announced a study we ran with Forrester to understand how retailers were leveraging real-time data in their online advertising efforts. What we learned was that they believe real-time data presents both opportunities and challenges. Retailers see the potential for including this type of data in their campaigns, but they also think it can be too much work to respond to changes that can come and go in an instant.

DoubleClick Search makes real-time easy 
At DoubleClick Search, we want to make it easy to integrate real-time data into your campaigns. We’ve worked hard to build tools that give you the data you need to make quick decisions for your business. We also want to make your campaign optimization easy and automated, so you don’t need hours of planning to respond to sudden changes in demand.

Over the next few weeks, we’ll share stories of how advertisers are using real-time data to reach customers in their time of need, faster. This first post in our series is on the real-time gap and how DoubleClick Search helps you to bridge it. The “real-time gap” is the difference between retailers’ current SEM practices and their best possible performance.

Fact: Real-time data is important 
Any number of factors can affect consumer demand for your products and services—many of which are unpredictable. Heat waves and cold snaps appear unannounced, fashion trends crop up, and wild card sports teams make it into the playoffs. From weather concerns to new shoes to baseball playoffs, search queries give marketers insight into what matters most to people in a specific moment. And with today’s proliferation of smartphones and tablets, consumers search all day, every day, providing real-time data on what’s happening right now.

Barriers to adoption for real-time data 
If real-time data is so important, you would think that all retailers would integrate it into their campaigns, but it turns out there are a few common barriers to adoption.

First, many retailers believe it takes too much time and energy to respond to unplanned events. One respondent in our Forrester study explained: “I’m sure there are quick wins to be had. But we don’t have the experience or manpower needed to chase everything.” Another said, “I have so many demands on my time, managing for something unexpected isn’t convenient for me.”

Retailers also need to re-think what’s “good enough” when it comes to speed and real time feedback. Our Forrester research shows that only 20% of retailers have access to real-time click and conversion data, and that over half do not see data updated for a week. Despite this reality, 84% of these retailers who consider driving sales as a goal feel their marketing programs are either “effective” or “very effective” at achieving their goals. But, data received once a day (or even less frequently) means there are unlimited missed opportunities to capture revenue, brand awareness, or reduce cost.



DoubleClick Search makes real-time easy
We want to make it easy to collect and act on real-time data. Our smart bid optimization understands your goals, gets conversion information in real-time, and adjusts bids multiple times per day to meet those goals. And with conversion data from all channels, delivered in real-time, DoubleClick Search can react quickly to changing market conditions by optimizing based on real-time attributed conversion data.

Real-time data in action
Here’s just one example of how real-time data can positively affect sales. This is an excerpt from a recent iProspect report.

The chart below shows how one of iProspect’s clients, a top luxury apparel brand (let’s call it Brand X), looked to real-time data and execution to maximize its marketing during a busy shopping season. Brand X holds a highly anticipated three-day sale twice per year. In 2012, it used an SEM platform that did not offer real-time conversion insights or intra-day bidding. A year later, when it switched to DoubleClick Search, a tool that reacted more quickly, the difference was immense. The overall result: the company more than tripled revenue on the first day of the promotion year over year while decreasing cost per clicks (CPCs) by over 60%. 

Three-day Promotion: Better Results With Real Time 

Source: iProspect proprietary data 

Your partner for real-time data
At DoubleClick search, we want to be your partner in delivering real-time data to improve your advertising performance. In our next post in the series, we’ll talk about how retailers are taking advantage of real-time data to optimize text ads and Shopping Campaigns for their products.

Wednesday, October 15, 2014

with DoubleClick: Neo@Ogilvy drives 38% higher ROI for major hotel chain

Wednesday, October 15, 2014 |
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

Neo@Ogilvy, Ogilvy & Mather’s global media agency, manages the digital performance and media strategy for some of the world’s most innovative and respected brands.

The Neo@Ogilvy team needed the right tools in place to execute on clever, innovative campaigns for their clients, in addition to a better understanding the impact of their campaigns. To focus on these more strategic activities, they needed to change how their team worked, by spending less time on manual tasks that were time-consuming and inefficient.

They started using DoubleClick Digital Marketing to streamline the end-to-end campaign management process. With an intuitive interface that lets you view all campaign information from a single page, the platform has freed up 40 hours of Account Executive time per week - that is one full hire. Javier Oliete Vivas, Manager Director at Neo@Ogilvy told us, “DoubleClick Digital Marketing enables us to standardize analysis and have just one single approach, one way of analyzing all channels.”


Beyond the time and resource savings, the efficiencies from using a unified platform led to real campaign performance gains. Neo@Ogilvy was able to optimize their campaigns in real-time with clean, fresh cross-channel data, resulting in tremendous uplift. For one client, a major hotel chain, their conversion rate improved by 400%, and their ROI increased by 38% after moving onto the DoubleClick Digital Marketing platform. At the same time, their CPA improved 40%.

To learn more about the team's approach and results, watch the video below.


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