Wednesday, September 17, 2014

Forrester Report: A Faster Pace for Retail Paid Search

Wednesday, September 17, 2014 |
The real-time imperative 
Real-time matters in retail search because external events continuously affect demand. Whether planned events like Black Friday, or unplanned ones like the next big snow day, campaigns that were optimized for demand are suddenly altered by new market realities. The speed at which a retailer’s search management tool can “see” the new behavior and adapt to it will help to determine how successful campaigns are over time, and because events can shift quickly, speed is ever-more important for success.

We know how important it is for our retailers to be running profitable campaigns with a minimum of ongoing manual effort. It’s why we’ve consistently invested in tools to be faster. From instant conversion data and intra-day bidding to integration with Google Merchant Center for ad creation and management, we’re committed to developing tools to support speed in search.

Understanding how retailers use real-time 
Today, in partnership with Forrester, we’re launching a study that shows how retailers access and use real-time tools to stay ahead in the digital game.

What we found was… opportunity 
According to Forrester’s survey, only 20% of retail search marketers have access to real-time conversion data, and less than half can see conversions before the next business day.

In addition to response times, we found that, on average, marketers are only able to merchandize about half their inventory in search ads, even though long-tail products can represent a significant revenue opportunity.

Get the full report
For all the results, along with Forrester’s recommendations for retail search success, check out the full report at Think with Google. To get the latest research, communications and case studies from DoubleClick, sign up for one of our newsletters.

Tuesday, September 16, 2014

... with DoubleClick

Tuesday, September 16, 2014 |

Digital has redefined our daily lives - changing how we stay informed, shop, communicate, and stay entertained. The essence of this is captured in the video above, where even high school basketball games will never be the same. 

For marketers, this means new opportunities to reach more consumers in more ways. They must focus on delivering the right message to the right user at the right time on the right screen. To achieve this, many brands and agencies are turning to integrated marketing platforms to help them save time, achieve better campaign performance, and make better decisions. 

To both celebrate and learn from the success advertisers are having, we are launching with DoubleClick, a weekly series where we’ll highlight success stories and perspectives about how advertisers are changing the ways their teams work, seeing better performance, and making better decisions with the DoubleClick Digital Marketing platform.

Today, we’ll start by shining a light on a recent study, “Adding Data, Boosting Impact”, where the Boston Consulting Group found that advertisers and agencies are leaving opportunity on the table because of inexperience with new capabilities, inconsistent campaign execution, and a fragmented approach to campaign development and delivery.

The good news is, when marketers use advanced data-driven techniques, they are seeing major uplifts in performance and engagement. For example, the brands in the study saw a 32% average decrease in cost per action. To achieve these kinds of results, the study identifies five critical steps marketers should take. 

The first step is adopting a unified technology platform. Marketers need de-duplicated conversions and cross-channel data. They need to be able to buy, execute, and optimize campaigns across screens in order to create the most compelling consumer experience. And more and more we are seeing advertisers and agencies turn to unified platforms, like DoubleClick Digital Marketing, to bring all their digital efforts together, simplify their strategies, and attack the fragmentation that exists today. 

Next week, look out for our first with DoubleClick customer spotlight: AlmapBBDO and what they did to increase sales by 56% for Gol Airlines.

You can stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

Monday, September 15, 2014

Behind-the-Tech of Nike’s “Phenomenal Shot” World Cup Campaign

Monday, September 15, 2014 |

The World Cup offers a good barometer for how tech is being used by a critical mass of people around the world. Four years ago, we had the first World Cup of the social media era. This summer, the big story was how fans were using mobile devices and tablets to engage with the matches and with each other. And just as audience habits are changing, advertising tactics are evolving to keep up.

Nike’s Phenomenal Shot is a perfect example: A real-time campaign that played off the action in ways that wouldn’t have been possible four years ago. Nike Phenomenal Shot let fans all over the world view, remix and share phenomenal moments from Nike athletes, just seconds after the plays happened. (Play around with one of the ads yourself.)

As part of the latest Google Art Copy & Code collaboration, Nike partnered with Wieden+Kennedy, Mindshare, Grow, and Goo Technologies to create this innovative campaign, providing a new way of tapping into the real-time energy of live sports, all across the web. 

While it’s fun to play around with the ads, if you’re in the advertising industry, it’s even better to learn how they were built. That’s why we asked Drew Ungvarsky, CEO of digital agency Grow, and Mike Glaser, Marketing Manager on the Google Art Copy & Code team, to walk us through the technology and techniques that were used to create this campaign. From DoubleClick Dynamic Creative to robust WebGL experiences, the Nike Phenomenal Shot campaign demonstrates what advertising for today’s modern web can be.

Wednesday, September 10, 2014

New research proves the power of data-driven approaches, improving consumer engagement and campaign effectiveness by 30 to 50 percent

Wednesday, September 10, 2014 |
To lift the lid on what it takes for digital marketers to succeed, today we’re releasing research from the The Boston Consulting Group that provides new evidence of the power of data-driven approaches including search-to-display remarketing, video remarketing and behavioral analytics.

BCG’s study of five large digital advertisers across four industries in the US and Europe found brands that use these advanced techniques can score big gains – a 32% average decrease in cost per action – and enhance both relevance and consumer experience by reaching engaged audiences at scale.

In some cases, advertisers improved cost per action by more than 50 percent. What’s more, the study also showed that advanced targeting can drive increased performance across all major metrics, improving action rates for clicks and view-throughs by as much as 200 percent, and reducing costs per click and per view by as much as 70 percent.

To achieve uplifts like these, the study identifies five critical steps you can put in motion now.

One: Adopt a unified technology platform
Unified technology platforms provide a single user interface and make it possible to source data from a single pool, eliminating the need to reconcile, consolidate and transfer data between multiple sources. Using one set of tools also ensures your teams aren’t cannibalising performance or bidding against themselves. Campaigns can be launched faster, and agencies can drive resource into gaining insights and optimizing campaigns rather than manually downloading and consolidating data.

Two: Implement advanced techniques 
Drive improvements in key metrics by making intelligent use of your own customer data. 

  • Search-to-display remarketing – serving display ads to users who have clicked on your paid search link – lets you target an additional group of consumers actively searching for your product or service.
  • Video remarketing involves serving an ad to users who have either watched your video or subscribed to your channel. This technique captures users early in the purchase journey when they are just starting to engage with your brand. 
  • Behavioral analytics target users that have not only visited your website but also demonstrated particular behaviors – like spending a certain amount of time or visiting a certain number of pages – while there. 

Three: Bring the “math men” (and women) to the table 
Strategy and creativity will always be critical to successful campaigns, but today the ability to mine, manipulate and analyze data is equally essential. Include mathematicians, statisticians and quantitative experts in your team and apply their skills to campaign optimizations.

Four: Test and learn 
The Internet is the best marketing laboratory yet invented. Direct marketers know this, but increasingly brand marketers need to get on board, substituting metrics such as average session duration or interacting with a graphic or downloading information for direct sales.

Five: Overcome fragmentation 
Fragmentation in campaign development and execution, strategy, teams, tools and data can result in conflicts in goals and incentives, lack of transparency in performance and wasted effort. Ways to tackle this include rooting out the causes of fragmentation, connecting your data strategy with overall strategy, getting closer to your data, breaking down organizational silos and using multiple attribution models.

Keen to learn more about the results of the study and the actions you can take to reach engaged audiences at scale? Read the full research report here.

Wednesday, September 3, 2014

Make the most of DoubleClick Campaign Manager with new eLearnings and webinars

Wednesday, September 3, 2014 |
Class is in session! Last week we went back-to-school with a series on the benefits of DoubleClick's unified platform, along with yesterday’s DoubleClick Search Academy announcement. Today, we're launching new DoubleClick eLearnings, a webinar series, and updated recorded webinars to help you learn and take advantage of our integrated platform features.

DoubleClick Digital Marketing gives marketers the ability to create, buy, and manage any type of ad on any device, helping consolidate your digital marketing efforts to more efficiently reach your goals. Now, you can use our new DCM Mobile eLearning, updated DCM Fundamentals course, and new webinar series to further your DoubleClick education and use our features to their fullest.

Try eLearning paths you can work through at your own pace
DCM Mobile eLearning: learn and master mobile display
DoubleClick's mobile solutions give you better ways to create, serve, and track ads. Use our new intermediate-level DCM Mobile eLearning to learn the steps to take for mobile-focused campaigns. Get an overview of digital creative formats, setting goals, trafficking best practices, conversion tracking, and reporting. The eLearning also dives into the differences between mobile, web, and in-app inventory, along with instructions for implementation and reporting. Try it now
Updated DCM Fundamentals eLearning and Certification: Learn the basics
If you haven’t yet received your DCM Fundamentals Certificate of completion, take DCM Fundamentals today and show that you know your stuff. Take a look at the updated training course, complete with new video and interactive content. Try it now
Make the most of DoubleClick in our new webinar series
When you’re busy developing and executing campaigns, making time to learn the latest product features and best practices can be tough. With that in mind, we've created a simple training program packed with actionable, easy-to-follow training tips and resources.

Join our product experts over the next two months for Make the most of DoubleClick, a webinar series where you’ll learn tips and tricks for better digital creative, better mobile campaigns, better trafficking, and better attribution. See the schedule below and register through the new training page in the DCM Help Center. Set aside 60 minutes for DoubleClick and find new ways to save time.

Make the most of DoubleClick: Better digital creative – 9/11 at 9 AM PT / 12 PM ET
Enhanced Formats in DoubleClick Campaign Manager and Layouts in DoubleClick Studio give you the power to turn static creative assets into engaging, interactive ads – without the hefty creative fees or long turnaround times. Learn how you can use these features for your next campaign. Register 
Make the most of DoubleClick: Better mobile campaigns – 9/25 at 9 AM PT / 12 PM ET
Learn more about how you use new DCM Mobile features to create faster, better, and more efficient mobile campaigns. Register

Make the most of DoubleClick: Better ad trafficking – 10/9 at 9 AM PT / 12 PM ET
Learn tips and tricks for more efficient ad trafficking. Register

Better business decisions through attribution – 10/23 at 9 AM PT / 12 PM ET
Learn how to put attribution data to use in answering important questions about your business. We'll discuss some case studies and help you incorporate attribution into your decision-making. Register
Dig into our library of recorded webinars
If live training isn’t your thing, check out our fresh selection of recorded webinars in the Help Center to learn more best practices, ranging from Fundamentals to ad trafficking to DoubleClick Rich Media, and more. While you’re there, be sure to read our latest release notes.

Get more from your DoubleClick account and reclaim your time by trying the eLearnings, webinars, and recordings to learn new tips and best practices!

Be a star student and stay connected with DoubleClick Training by subscribing to training updates.

Posted by Sarah Payne, DoubleClick Campaign Manager Product Trainer

Tuesday, September 2, 2014

DoubleClick Search Academy: Make the grade with customized, self-paced training

Tuesday, September 2, 2014 |
Last week, we shared some digital marketing flashcards to help you go back to school, DoubleClick style (Take a look at our day 1day 2day 3, day 4, and day 5 flashcards).

Today, we're helping you further your DoubleClick Search education by introducing DoubleClick Search Academy, an easy-to-use, self-paced learning path designed to guide you through core DoubleClick Search online help and training courses -- based on your role and how you use the tool.

We’ve heard from users that they need more customized learning based on how they use DoubleClick products. If you’re a trafficker, you might need a broad understanding ranging from the basics all the way to advanced features to maximize search campaign performance. If you’re an analyst, you might not need to know all the details a planner might be responsible for, but you might still like to know how conversion data is tracked and how to monitor day-to-day performance for reporting insights.

DoubleClick Search Academy includes these checklists:
  • Basics for new users: Understand the benefits of a search engine management tool using our core curriculum, including DoubleClick Search Fundamentals eLearning and certification.
  • Implementation guide: Learn how to implement a new DS account and launch a basic campaign.
  • QA and troubleshooting: It’s not shop class, but you’ll learn all about QA'ing tags, troubleshooting common Floodlight tag issues, and more.
  • Advanced topics: Become an expert by learning about advanced DS integrations and topics. Learn about formula columns, shopping campaigns, bid strategies, inventory-aware campaigns, and executive reporting.
Since DoubleClick Search Academy covers a lot of material, we've set it up in checklist format so you can track progress by checking the boxes at the end of each step. Your progress will be saved so if you have to take a break, you can come back anytime and pick up where you left off.

Whether you’re a freshman trafficker adjusting your search marketing beanie, an analyst on the Dean’s list, or a planner feeling like a 5th year student, you can find customized training based on your role to help you ace DoubleClick Search.

Go for extra credit and sign up to receive DoubleClick training updates in your inbox.

Posted by Justine Thomas, DoubleClick Search Product Trainer

Friday, August 29, 2014

Going Back to School with DoubleClick: Digital marketing flashcards to help you make the grade this school year

Friday, August 29, 2014 |
This is day 5 of the “Going Back to School with DoubleClick” series. Ready for a quick review? Check out our past flashcards: day 1, day 2, day 3day 4


Like Kia, you can get top marks on your “report” card with better measurement across channels using a unified digital marketing platform. Kia wanted a better way to understand and optimize their marketing investment to address fast-changing consumer behaviors; to do so, they adopted DoubleClick to simplify and more accurately measure the impact of their digital marketing across channels. The result? DoubleClick attribution tools helped Kia improve their cost per acquisition (CPA) by 30%. Take a peek to learn more here.

Now, go on and ace that final exam! For more information on DoubleClick Digital Marketing, stay tuned to the DoubleClick blog, sign up for our
newsletter,, or follow us on Twitter and Google+.