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Paid Search articles on Search Engine Land


Why Google's Reported CPC Declines Can't Tell The Story Of "A Mobile Advertising Problem"

Jul 21, 2014 at 8:16am by Ginny Marvin
[caption id="attachment_197199" align="aligncenter" width="560"] Data Source: Google Quarterly Earnings Statements[/caption] It's still happening. Google reported on Thursday that the average cost-per-click (CPC) was down again in Q2 from the prior year, marking the eleventh consecutive quarter in which the average CPC fell year-over-year. Some analysts and news outlets have been pointing to this as evidence of Google's "mobile problem" -- the problem Enhanced Campaigns was meant to fix when introduced last year. The fear is that Google can't figure out a way to monetize mobile ad clicks as the time consumers... Read More

Bing Ads Refines Local Targeting Features

Jul 18, 2014 at 11:54am by Ginny Marvin
Today, Bing Ads released new interface updates and features for location targeting. Radius targeting is now more granular and available in kilometers as well as miles. You can set radius targeting in 1 mile or 1 kilometer increments, up to 500 miles or 800 kilometers. Previously targeting was limited to 5 or 10 miles and then went up in 10 mile increments. Another change is that you can now use location targeting (a city, say) and radius targeting in the same ad group or campaign instead of having to choose one or... Read More

Marin Software Adds Support For Google Shopping Campaigns

Jul 17, 2014 at 11:54am by Ginny Marvin
Marin Software has added support for Google Shopping Campaigns, which will become the only way to manage Product Listing Ads (PLAs) in AdWords beginning in late August. The dynamic campaigns tool in the Marin platform automates Shopping Campaign creation and optimization. Advertisers can automate bid strategies, based a number of targets such as product-specific revenue or customer lifetime value, for example. “Support of Google Shopping Campaigns combined with our cross-channel targeting capabilities allows retailers to take their product-based advertising to new heights,” said Matt Ackley, chief marketing officer at Marin Software. “Through... Read More

Mobile PPC Tips & Tricks - What Works & Doesn’t

Jul 17, 2014 at 11:17am by Mona Elesseily
As we all know, the mobile environment is becoming more important, and mobile PPC is a topic companies are starting to pay more attention to. At this point, there’s still a lot of low-hanging fruit out there. In this article, I'll share some mobile stats to begin with, and then provide some PPC tips and tricks we've learned along the way related to mobile ad copy, mobile landing pages and mobile scheduling strategies. Mobile Growth Mobile usage is on a pretty big upswing, and "the year of mobile" is coming much faster than... Read More

PPC Automation 2014: The ROI of Paid Search Automation – Live Webcast at Digital Marketing Depot, July 22

Jul 16, 2014 at 12:05pm by Search Engine Land
On Tuesday, July 22 at 1 PM EDT, Digital Marketing Depot presents "PPC Automation 2014: The ROI of Paid Search Automation," a live webcast that looks at how automation can enhance the success of paid search marketing campaigns. In this webcast, PPC experts Brad Geddes and Ginny Marvin will discuss what automation can do to improve paid search campaigns; when, how, and what to automate, as well as the current state of paid search automation tools. Brad and Ginny will share their expert opinions on PPC search engine marketing best practices, as... Read More

Bing Ads Puts Estimated Keyword Bid Suggestions In Columns, Adds Keyword Delivery Status Alerts

Jul 15, 2014 at 5:18pm by Ginny Marvin
Bing Ads launched a couple of relatively small but helpful features today. Both bring keyword status and bid insights into closer parity with Google AdWords. To get a better understanding of where keyword bids stand in relation to the competition, Bing Ads has added estimated bid suggestions for first page bid, mainline bid and best position bid in the web user interface. This data was available before, but in a more cumbersome format. With the addition of estimated bid suggestions along with the bid landscape tool, Bing Ads has retired the old... Read More

RKG Q2 Report: US Search Ad Spend Up 23 Percent YoY, Both Google And Bing Ad Spend Rise

Jul 15, 2014 at 3:45pm by Ginny Marvin
After slowing down after the holiday season, U.S. paid search performance metrics are up both year-over-year and quarter-over-quarter in Q2 2014 according to RKG's quarterly report. Ad spend rose 23 percent year-over-year among RKG's retail-heavy client base. Both Google and Bing saw spend increases. Non-Brand Search Trends Overall spend on Google rose 24 percent year-over-year. PLAs continued to be a key driver in Google's non-brand performance. CPCs for PLAs jumped nearly 35 percent, compared to 12 percent for non-brand text ads year-over-year. Overall CPCs rose by 29 percent compared to a year... Read More

Paid Search Spend Rose 21 Percent YoY In Q2, With Mobile Up 98 Percent [Covario]

Jul 15, 2014 at 11:52am by Ginny Marvin
Global paid search investment continued its rise through the first half of 2014, according to Covario's latest quarterly analysis of search spend. Overall spend among the firm's clients rose 21 percent in the second quarter year-over-year, and 2 percent over the first quarter of 2014. Mobile search spend nearly doubled, rising 98 percent year-over-year and 6 percent quarter-over-quarter even as cost-per-click prices fell. Overall impressions dropped off 15 percent year-over-year, which Alex Funk, Covario’s director of global paid media strategy and author of the study, says is largely due to a decline in... Read More