Published June 2017
At Google Marketing Next 2017, we took to the stage to share product updates that will help you transform your marketing. Watch the live stream recording and explore the collection of articles inspired by these talks to delve deeper into the insights, trends and innovations discussed.
At DoubleClick, our clients include the world's largest and most sophisticated advertisers and agencies, so we're always looking for new ways to enhance our platform to help drive growth and efficiency. This means giving you the tools that let you scale and customize your marketing in a way that suits your business needs.
Empowering marketers with smarter automation
Despite the growth of programmatic, many marketers still feel the pain of manual processes, and this is particularly true for bidding. They run their campaigns, review reports, adjust their bidding strategies and repeat — all manually.
Automation offers a solution. We’ve rebuilt Automated Bidding from the ground up to tap into Google's machine learning, giving marketers better results when they set bids automatically by analyzing dozens of signals.
Not only does this remove the manual labor from the bidding process, it leads to more effective bids. Buyers set their bidding goals — such as maximizing number of clicks, conversions or viewable impressions — and DoubleClick bids strategically towards achieving these goals.
Automated Bidding is now available in all DoubleClick Bid Manager accounts.
Making automation work for you with Custom Algorithm
Every brand has campaign goals specific to their business. When automation blends with customization, you’re best positioned to achieve the objectives that matter most to you.
DoubleClick’s new Custom Algorithm solution lets you customize the DoubleClick Bid Manager algorithm to improve your strategy based on proprietary data and models. By leveraging your historical data, you can increase the likelihood that your ads are served to the most relevant, high-value audience for your specific objectives.
Google’s internal media buying team leveraged Custom Algorithm for the launch of the Pixel phone. Building on insights from past campaigns about the audience they wanted to reach, they used Custom Algorithm to increase the number of viewable impressions bought on premium placements.
The results were impressive. When compared to other campaigns that didn’t use Custom Algorithm, impressions on premium inventory more than tripled and viewable CPM fell 34%.
We’re launching Custom Algorithm in limited beta in June 2017 and will expand availability towards the end of the year.
Tools to work smarter, not harder
Automated Bidding and Custom Algorithm are designed to help evolve your campaign strategy based on specific goals that work for your business. Along with Bid Multipliers, another new feature coming to Bid Manager, they help you scale and ensure your productivity remains high.
Bid Multipliers allow you to set different bids for six dimensions — including device, site, audience lists, demographics, location and time of day — all within the same line item. This means you can tailor your bids to deliver the most value, without needing to build new campaigns. For instance, if you discover your mobile users are converting at a higher rate than desktop, you can easily and efficiently bid higher for impressions on mobile.
We'll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.
We understand the leverage you gain when we invest in tools that give you greater efficiency, and we’ll continue to enhance our platform to help you achieve scale as your business grows.