This is the second in post our DoubleClick Search Holiday Series. In our first post, we talked about preparation. Today, we cover automation.

The holidays always roll around too quickly. But this year, with DoubleClick Search, you can “set it, not sweat it.” Set rules for sales, schedule edits, and determine your parameters, then let DoubleClick Search handle the automated, 24/7 campaign management. We’ve created the DoubleClick Search Guide to the Holidays to help you succeed.


DoubleClick Search scheduled uploads let you prepare and validate bulksheets for bulk campaign actions in advance, then have them uploaded at a scheduled time and date, giving you peace of mind during this busy time.

Automated rules

Automated rules and alerts let you schedule changes to specific campaigns, ad groups, ads and keywords, based on your criteria. Use formula columns in rules to deliver everything on your wish list. You can even specify advanced logic for your changes using DoubleClick Search formula columns. Learn more.

For example:
  • Daily at 2 P.M., raise budget by 20% for campaigns that have more than 5 conversions and have exhausted more than 80% of your daily budget.
  • Every Friday, pause all keywords that have had more than 1,000 clicks but zero conversions during the previous week.
  • Every Monday, raise max CPC by 15% for keywords that met all of the following criteria from the previous week:
    • More than 50 conversions
    • Cost per conversion under $10
    • Trigger ads in positions worse than three

Inventory-aware campaigns

Inventory-aware campaigns automatically convert your product catalog to highly relevant, up-to-date search ads. Reach your customers with the right message, every time, with inventory-aware campaigns that automatically update your ads whenever your products change, such as when a product goes out of stock or the price changes.

To give you even greater control over your inventory-aware campaigns this holiday season, we’ve added new functionality. Inventory-aware campaigns now allow you to highlight the number of varieties of an item you have available, such as “Over 90 styles of men’s ski jackets”, so your customers will know you offer a wide selection to choose from. We also added new functions to make setting up inventory-aware campaigns easy, even if your feed isn't perfect, such as the ability to trim, clean or reduce words, automatically.

In our next post, we’ll talk about measurement. Learn more about all five steps to turn searchers into customers this holiday season with the DoubleClick Search Guide to the Holidays.

Register now for a webinar on October 29th at 12pm PDT / 3pm EDT to learn tips and tools to maximize performance and profits during the holiday period from Henry Tappen, Product Manager at DoubleClick Search.

Posted by Nick Macrae
Product Marketing Manager, DoubleClick Search