Tuesday, March 22, 2011 | 1:28 PM
DoubleClick Search began in 2006, a tool for larger agencies and advertisers running large-scale online advertising campaigns across multiple platforms. It’s designed to manage the execution of paid search campaigns and centralize the measurement of performance across search and display advertising.
Think of search campaign management like an air traffic control system: directing one airplane to take off from a given airport at the right time is relatively simple. Coordinating thousands of airplanes, across many airports is more complex. The same is true of search campaigns: managing a search campaign is easy, but managing multiple campaigns and search engines, and comparing performance of search and display strategies, can be more difficult.
Today at SES New York, we’re giving the first glimpse of the latest version of DoubleClick Search (version 3), designed to make these tasks simpler.
We’ve spent the last 9 months talking to our customers and agency partners about what you want from a search campaign management tool, and we’ve heard you loud and clear: you want a powerful solution that lets you manage millions of keywords, across the leading search engines, from a fast, easy-to-use platform. So we took a look at our existing DoubleClick Search product and decided to rebuild it from scratch, designing it to take the activities you do on a daily basis and make them simpler, faster and more effective.
We are currently beta testing DoubleClick Search v3 with select partners and will be rolling it out to all partners later this year. Here are a few ways we’ve made our DoubleClick Search product better:
Workflow: We’ve simplified navigation with an easy-to-use, AdWords-like interface and enabled you make changes to your campaign directly from DoubleClick Search or directly in the search engines. We’ve also added the ability to upload campaigns in spreadsheets with up to 1 million rows, and manage campaigns globally with many language and currency options.
Reporting: DoubleClick Search now includes powerful filters and labels that allow you to highlight important keywords. Our revamped reporting features also allow you to manage where your ads appear with precise position controls, design your bidding strategy to meet specific ROI goals, and compare how your campaigns are performing across search and display, thanks to seamless integration with DoubleClick’s display platform, DoubleClick for Advertisers.
Optimization: We’ve given you new tools to enhance optimization, including the ability to view performance data across all the major search engines and a customizable reporting view so you can focus on what matters most to your business.
Here is a sneak peek at what the new DoubleClick Search will look like:
There will be more news in the weeks and months ahead, so please be sure to check back at our DoubleClick Search blog.
Originally posted to the DoubleClick Search Blog
Posted by: Ariel Bardin, Director of Product Management