Get the most from your search campaigns with tools that save you time, drive results and help you make smarter decisions. DoubleClick Search offers powerful workflow and real-time reporting features that let you efficiently run campaigns, while intra-day bid optimization boosts campaign performance. And as part of the DoubleClick platform, DoubleClick Search makes it seamless to run search campaigns alongside the rest of your digital efforts -- enabling rich, cross-channel buying, reporting, and attribution.

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PAID SEARCH ARTICLES ON SEARCH ENGINE LAND

AdAlysis Launches To Make AdWords Ad Testing More Efficient, Accurate

Aug 28, 2014 at 11:53am by Ginny Marvin

[caption id="attachment_201917" align="aligncenter" width="800"] Image source: AdAlysis[/caption] Ad testing in paid search is a relatively painless -- until it comes to the actual analysis. It's easy to set up ads tests, but analyzing ad performance can be a time sucking process for even the most sophisticated paid search teams. Worse yet, the results can be misleading if enough information isn't available, the data have not been segmented or filtered appropriately or the wrong dates ranges are selected. Seeing an opportunity to make this key process more productive and accurate, co-founders Brad Geddes... Read More

Create Charts Using AdWords Scripts For Quick Insights

Aug 28, 2014 at 9:20am by Russell Savage

Spreadsheets! Spreadsheets everywhere! Anyone trying to optimize their AdWords account undoubtedly spends a large amount of time looking at spreadsheets and generating Excel charts for slide decks. Using AdWords scripts to automatically generate these reports will allow you to spend that time performing the optimizations on your account. The Charts class in AdWords Scripts might be the most underutilized in the bunch. In fact, just digging around the Google developer resources, there are really no examples of how to incorporate charts into your reporting. Charts can be easily saved to your Google Drive account or inserted into your... Read More

DoubleClick Search Announces New Google Shopping Campaigns Tools For Retailers

Aug 28, 2014 at 8:25am by Ginny Marvin

Today Doubleclick Search launched three new reporting and optimization tools for retailers using the DoubleClick Search Commerce Suite. Designed for Google's Shopping Campaigns, which take effect on August 31, new Adaptive Shopping campaigns structures product groups based on similar conversion rates. Integrating directly with Google Merchant Center, the tool automatically subdivides existing product groups by product ID based on performance. Google says it has found that 90% of the median advertiser’s cost comes from only 9.5% of its products. Adaptive Shopping Campaigns are designed to isolate high-spending, high-converting products from lower-converting products... Read More

Bid Management Science Explained

Aug 26, 2014 at 11:03am by David Rodnitzky

Bid management is vitally important for SEM -- that’s not much of a revelation. These days, most big spenders use a bid management technology, but don't really think about how these bids are calculated. I thought it would be worthwhile to outline some of the science behind bid management so that everyone can see “how the sausage is made.” Rules-Based Bidding The simplest form of bid management is rules-based bidding. A rules-based bid essentially looks at each keyword independently to make a bid, rather than looking at how keywords might work together to... Read More

Bing Ads Launches Close Variants Test In US

Aug 25, 2014 at 2:58pm by Ginny Marvin

Earlier this month, Google made waves when it announced it is removing the option to turn off close variants targeting, making true exact match keyword targeting a thing of the past in AdWords. Today, Bing Ads said it is testing the same thing in the U.S., although with the option to opt-out of the test. During the test, exact match will include "minor grammatical variations, such as plurals, abbreviations, acronyms, spacing and misspellings," writes Matt Bisson, quickly adding, "Ultimately, this feature will be designed to match your ad to queries that... Read More

Search Marketers: The Time To Focus On Mobile User Experience Is Now

Aug 25, 2014 at 10:00am by Susan Waldes

The mobile web of today reminds me of the regular web in 1999. There are huge brands with little to no presence, poorly executed redirects, outdated copyrights, dangling snippets of code, completely broken page layouts, overzealous "features" that crash the session, lack of adherence to UX conventions, and absurd page load times. While many companies have invested in complex development environments, intense QA processes, and tightly controlled release schedules for their desktop sites, the mobile versions often beg the question, "Does anybody at the company ever LOOK at this, with their... Read More

The Google Shopping Campaigns Countdown Is On: Transition Surprises And Tips From The Experts

Aug 22, 2014 at 12:36pm by Ginny Marvin

Tick tock, we're in the final countdown before the big transition from traditional product listing ad (PLA) campaigns to Shopping Campaigns in Google AdWords at the end of the month. Considering PLAs now can account for 40 percent or more of a merchant's paid search traffic, getting the switch done right and the new campaigns optimized quickly is no small matter. We checked in with several paid search veterans to find out what has surprised them so far and what tips they have to offer for those still waiting to transition. Pauline... Read More

New Google Ad Format Only Changed User Behavior For 3 Months

Aug 22, 2014 at 9:40am by Gene McKenna

Back in November 2013, reports surfaced of Google testing a new user interface for search results shown to desktop users. On March 13th of this year, Google's new search results design officially went live for everyone, marking a big change in how ads are displayed in search results. Folks at UK-based digital strategy company Fused7 were among the first to report this widespread change, and they captured these great before and after shots that show the change clearly. Mainly, the change made paid ads blend in a lot more with the natural search results. Not surprisingly, Google made a... Read More