For search marketers, the holiday season starts well before the holidays. You’re busy making preparations to help holiday shoppers check items off their list with you. To make your job easier, we’ve been working hard all summer to bring new campaign management, measurement, and workflow features to DoubleClick Search.
Manage mobile campaigns on Bing and Yahoo! Japan more easily
Mobile search will influence the 2015 holiday shopping season more than any other shopping season before it. The Inside AdWords blog shared in May that more Google searches now take place on mobile devices than on computers in 10 countries including the US and Japan. Google's Micro-Moments Guide indicates that mobile conversion rates have shot up by 29% in the last year alone. DoubleClick Search has two new features that will help you capture the mobile search opportunity.
First, we've added mobile and tablet bid adjustments for Bing Ads campaigns. This makes it easy for you to adjust to Unified Device Targeting (UDT) in DoubleClick Search with mobile and tablet bid adjustments for Bing Ads that work just like mobile bid adjustments for AdWords.
Second, we've made it easier to optimize mobile bid adjustments on Yahoo! Japan. You can now set adjustments at the ad group level that will trump adjustments at the campaign level.
Improve the relevance of inventory keyword campaignsOn mobile and desktop, relevance is a key component of search marketing success. Relevant ads tend to earn more clicks, appear in higher positions, and bring you the most success.
DoubleClick Search retail advertisers use inventory-aware campaigns to build highly relevant campaigns at scale by creating templates that automatically build keywords and ads based on their product feeds. We've made these templates even more powerful with new functions to let you fine-tune and customize your keywords and ad content.
Stay abreast of campaign performanceNew DoubleClick Search features for measuring results will help you stay on top of campaign performance throughout the season and beyond.
You can now use bulksheets or the DoubleClick Search API to attribute a conversion in a shopping campaign to a specific product in your inventory feed. To help you analyze and optimize at scale, we've added three reports to the DoubleClick Search reporting API.
We've also made it a cinch to analyze what's happening in the Black Friday to Cyber Monday stretch, or any other period of time, with more flexible date functions for formula columns. For example, you can use Date subtraction to calculate the number of days between two dates, or use weeknum to return the week number for a specified date.
Enjoy improvements to usability and visibility
In order to help you get campaign work done fast, we've enhanced the usability and visibility of some DoubleClick Search features based on your feedback. You can now apply labels when you create new keywords or customize and rename report views.
If you're looking to use DoubleClick attribution models to better understand what's driving conversions, we now automatically pre-populate the time decay model so you can start using it immediately.
Let the holiday season begin
Today's announcement is the culmination of many months of work to help make your holiday campaigns as streamlined and rewarding as possible.
Product Management Director, DoubleClick Search