What is Google Double Click?
Google Double Click is a search management platform that helps agencies and marketers manage large search campaigns across multiple search engines or channels.
It allows you to consolidate your workflow and report on your campaigns’ data while simultaneously improving the effectiveness of your marketing campaigns.
Google Double Click allows marketers to save time, reduce complexity and have the ability to make better decisions to increase the ROI for search campaigns.
Double Click is the longest standing company in the online advertising world which was founded by Kevin O’Connor and Dwight Merriman in 1996.
Double Click was acquired by Hellman & Friedman and JMI Equity in 2005 and then Double Click was purchased by Google in 2007.
Google Double Click offers several products and tools such as Double Click Ad Exchange, Double Click Bid Manager, Double Click Campaign Manager, Double Click Creative Solutions, Double Click Search, and Double Click for Publishers.
Solutions Provided By Google Double Click –
Google Double Click provides a number of products in the online display advertising which includes:-
# Double Click for Publishers (DFP) – DFP is a comprehensive hosted ad serving platform that streamlines your ad management functions and allows generating greater advertising margins.
It allows publishers to manage and sell their inventory to numerous buyers via the Google Double Click Ad Exchange.
DFP allows each publisher to control the ads that appear on their websites. The publisher may decide the exact position of the advertising on the website and how often advertising may appear and the specific times of broadcast.
Google Double Click for Publishers is a big way for publishers to enter into direct negotiations with agencies dealing with advertising campaigns.
DFP offers several benefits for publisher network like:
—- It has the ability to create an auction within your ad inventory.
—- It can diversify your ad revenues to decrease risk.
—- It increases the security of your ad inventory.
—- It receives holistic real-time stats.
—- It has the ability to adjust campaigns in seconds within an interface.
—- It runs direct sales and programmatic ads in the same ad placements.
# Double Click Campaign Manager (DCM) – It’s a newer version of Double Click for Advertisers (DFA). It’s the hub for advertisers to serve display ads and manage campaigns across every medium.
It allows media buyers to set up, run, manage, and report on media campaigns across different devices and through various platforms.
It’s a third-party ad server that allows you to develop a plan, execute and measure your display network campaign via Double Click.
DCM allows advertisers to make ad placements, push to Google Tag Manager (GTM), create Floodlight tags, and complete traffic solutions.
You can save time in changing different interfaces and can seamlessly add, pause, or activate features in the same place with adding negative keywords and testing landing pages.
Google Double Click Campaign Manager is optimized for enterprise-level organizations like large e-commerce websites, travel websites, and banks.
# Double Click Bid Manager (DBM) – Google Double Click Bid Manager (DBM) is a programmatic advertising platform now renamed as Google Display & Video 360.
Google offers advertisers two ways of running display activity via the Google Display Network (GDN), and programmatically using the Google Double Click Bid Manager (DBM) platform.
The GDN is a way to run display campaigns via Google AdWords which makes it perfect for small to mid-sized advertisers.
DBM is a demand-side platform (DSP) that helps to advertising agencies and marketers to purchase inventory using real-time bidding.
The agencies can buy advertising space on hundreds of different websites with the help of this display campaign management tool.
It can optimize campaign performance by utilizing the real-time bidding process. It takes advantage of Google’s proprietary algorithms and machine learning.
Consistent customer conversions and real-time data are refreshed from minute to minute.
Proprietary algorithms analyze every impression and it helps to optimize the buying process in real-time to achieve advertisers’ objectives.
The advertisers can react quickly when they see interesting auctions with real-time results. It’s good to know that Google Double Click Bid Manager has features similar to Google AdWords.
You can record the conversions and audiences are automatically created via pixels installed on your website.
DBM uses a Programmatic Direct ad buying process which involves the sale, purchase, and placement of display ads in real-time bidding processes completed by algorithms.
DBM provides media buyers with the best chance to reach the highest level of bidding, targeting, and optimization for launching programmatic ad campaigns.
DBM provides marketers access to 35 third-party providers which allows finding users that are similar to your current website visitors.
## Features of Google Double Click Bid Manager (DBM) –
### Targeting – It’s integrated with inventory from more than 100 Ad Exchanges and approximately 1 billion websites.
It can advertise across all screens like desktop, mobile, tablets. It’s an elite bidding technology that manages multiple bidding strategies.
DBM has advanced targeting capabilities that will locate, and target your current and desired customers based on specific demographics, interests, and purchase intent.
### Buying Options – DBM has an all-in-one solution for marketers where they can choose from a variety of options for buying programmatically which includes guaranteed, direct deals, and open exchange.
DBM interface allows marketers to plan, seek and purchase premium media within the platform interface. DBM allows marketers to build, execute and measure campaigns across desktop, mobile and video.
### Reporting & Optimization – DBM has full reporting of more than 35 dimensions and 50 metrics for viewing the essential metrics of a campaign.
DBM dive deep into all of your real-time analytics data to investigate whether your campaigns are reaching the right audience and converting into leads.
It develops and manages your campaigns using Google’s advanced algorithm to adjust and optimize your bids to reach your specific campaign goals.
# Double Click Creative Solutions – It’s now renamed as Google Studio. It allows you to create and manage attractive and high-quality creatives including dynamic banners, videos, and games.
It provides advertisers and agencies the tools to design dynamic, rich media, and HTML5 enabled creatives that can be displayed across a range of channels.
It’s a rich media production and workflow tool that is free and designed for creative developers to streamline rich media activities.
It includes cross-screen capabilities, dynamic customer support, and a complete video toolkit to make it all together.
# Double Click Ad Exchange (AdX) – Google Double Click Ad Exchange is one of the largest ad exchanges on the Internet that is a marketplace for advertisers and publishers.
It allows marketers and ad agencies to buy media via the real-time bidding process. Publishers can sell their inventory on AdX via a supply-side platform and Google’s Ad server, Double Click for Publishers (DFP).
The publishers can offer their inventory with a minimum CPM and the advertisers too can bid on the inventory.
Google Double Click Ad Exchange platform can be used to bring together both the publishers and advertisers. Ad Exchange may make a bid for publicity in a few seconds and can sell to the highest bidder in real-time.
Publishers can offer their advertising space to numerous interested advertisers. Google Double Click Ad Exchange provides the ability to purchase the inventory at the price you want to maximize ROI.
Ad Exchange offers you the opportunity to access an even larger pool of high-quality inventory through your existing Google AdWords account for advertisers and agencies.
# Double Click Search (DS) – This bid management tool (renamed as Search Ads 360) helps you efficiently manage and optimize search engine marketing campaigns across various search engines.
It enables agencies, marketers, and advertisers to display ads on Google and other search engines. Google Double Click Search provides a data-driven, integrated approach to paid search marketing.
It enables marketers and publishers to use custom attribution models and strong reports to understand performance and better allocate their budgets.
Google Double Click Search’s streamlined workflow and reporting feature allow marketers to run campaigns efficiently and its strategic bid optimization improves overall campaign performance.
DS saves your time, reduce a lot of complexity, and have the ability to make better buying decisions across various search platforms and increase ROI for search marketing.
## Features of Google Double Click Search – Google Double Click Search gives a complete view of digital marketing across channels and you can respond to an ever-changing market in real-time.
Google Double Click comes with price tag unlike Google AdWords or Bing Ads which are free platforms.
### Single Interface – Google Double Click is perfect for large international campaigns which use many different search engines with the multi-platform dashboard.
It compiles all your information in one place which saves your time and avoids error while comparing data. It saves time in adding negatives keywords, making bid adjustments, and automating bid strategies to all your search campaigns.
### Integrated Insights & Reporting – The executive reports updates automatically and analyses the data from all search engines.
These automated reports can be sent out with a frequency and you can design with as detailed you to want and can even provide cross-engine reports.
Double Click Search gives you the ability to capture cross-channel insights using Floodlight tags. Floodlight tags are image tags placed on conversion pages on advertisement websites and used to track and report conversions.
The tags will reports data about their conversion to DS and DCM when a customer interacts with the conversion page. The information is stored in Floodlight activity and always ready for reporting.
# Automated Bidding – Google Double Click Search uses the algorithms to help automatically make bid changes based on which is likely going to convert.
Real-time data in the bidding suite allows making really smart decisions as you bid on campaigns. It can change bids 10,000 keywords in multiple times a day that a human could never do.
You can implement many bid strategies by collecting your keywords into a specific group based on their performance which includes keyword positional strategy, and conversion strategy.
Forecasting opportunities and cross-device bidding estimation give you the knowledge to be controlling your campaigns.
# Ad Copy Testing – A/B Ad testing is a very quick and easy tool in Google Double Click Search. You can accommodate all current live ad copy testing across multiple search engines.
You can set start and end dates for your ad copy testing. You can test headlines, CTR, and a whole range of different things and at the same time report on these numbers within the Double Click platform.
# Labels – Labels are a grand way to note changes and keep track of your account performance. Labels help every layer of an account organized and allow you to highlight potential problems in your testing areas and organize Ad copy.
You can keep track of when budgets were updated. Label inheritance feature allows you to label a campaign and it can be applied to ad groups and keywords.
# Mobile Measurement & Optimization – The cross-device measurement capabilities allow to track conversions across mobile, desktop, etc. You can monitor conversions that begin on one device and convert on another device.
# Display Campaigns – Display campaigns are a big way to improve paid advertising campaigns because they provide real visibility to businesses.
This method of online display advertising by programmatic form includes banners ads as well as video ads. It’s essential to understand the different possible targeting methods for this type of online advertising.
# Programmatic Buying – Programmatic buying has the potential for publishers to sell their advertising space on specific programmatic platforms. Programmatic buying allows advertisers to show their ads on relevant websites to increase the ROI.
Google Double Click for Publishers is the programmatic platform for publishers that can offer their inventory on a special market such as the Double Click Ad Exchange.
Advertisers can buy ad space available through Double Click Bid Manager that is programmatic platform demand-side-platform.
# Free Fraud Protection – It prevents advertisers from buying invalid traffic with manual and automated filtering.
The unverified websites and injected inventory and toolbar are barred from the auction. Inventory quality is certified by IAB Quality Guidelines.
Conclusion – Google Double Click allows you to manage marketing campaigns across many formats, geographies, and devices. It saves time, reduces overall complexity and gives you the tools to make better decisions with effective search marketing. Google Double Click can fit with your analytics solution whatever that may be. It takes your advertising capabilities to a different level with the targeting and audience building capabilities powered by the rich data sets.