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June 8, 2016

DoubleClick

What is DoubleClick anyways?

DoubleClick is Google's most advanced advertising optimization system.
DoubleClick is Google's most advanced advertising optimization system.

If you are spending over $10,000 or more per month on search, video or banner advertising, you could probably benefit from Doubleclick's powerful marketing stack.

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Why is DoubleClick better than AdWords? For advertisers spending more than $10k/mo it makes a difference by optimizing for more variables, more often.

Bid management systems log ad impression data to discover which impressions lead to sales and what attributes they have in common, such as device, gender and age of user, time of day, day of week, etc., in order to automatically allocate more ad spend your high-performing market segments.

Recent data carries much more weight in their bid optimization algorithm, so for large spends, the frequency at which the algorithm runs is key. DoubleClick for Search runs 4 times per day whereas AdWords only runs 1 time. 

Let's think about it this way... let's say you running shoes. On a typical day running shoes is searched around 200K times but let's assume it is Super Bowl Sunday if Nike runs a running ad it will probably cause an influx of eunning searches. With manual CPC bidding you'll never be able to reach fast enough. In less than the time it takes for you to open AdWords there could be an extra 1M searches. Unless you're paying someone to sit there and hit refresh then you will never profit from this traffic. If you're using AdWords and the influx of traffic happens after the algorithm ran then you lose again. With DoubleClick for search the longest your account ever goes without measuring every variable is 6 hours.

Now let's talk display advertising. The Google Display Network only has 40% of all ad impressions available on a daily basis. Now, granted the GDN is very large still and is great for most advertisers, but advertisers who want real scale will use DoubleClick Bid Manager. DBM is Google's most advanced display and video buying demand-side platform, and it's hooked up to every ad exchange. It has the ability to optimize for literally every targetting settong possible, even connection speed of the device at that exact moment to get you the best possible return on your ad spend.

If you are a brand advertiser then you can benefit from more viewable opportunities and creative options, even embedding a video inside of banners. 

If you think your business could benefit double click for search or doubleclick bid manager then just give us a call

Tyler Whittingham

Tyler is the sensei of PPC advertising. AdMind is his brainchild and has been nothing but successful thanks to Ty's expertise in sales, marketing, and creative. In his free time he enjoys skiing in Utah's mountains and taking trips to Hawaii.

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