DoubleClick Search Gets New Bid Optimization FeaturesBy: Chris Crum - October 24, 2012
Google had added some new features to DoubleClick Search Performance Bidding Suite, including ROAS support, weighted conversion support for Target Spend, and a Primary Constraint column.
“We know that effective bid optimization starts with clearly defined goals,” the company says in a blog post. “Now, we’re bringing you two new ways to express your goals in a rich language to meet your unique business objectives.”
Those would be the ability to define your goal as a Target ROAS and the ability to select floodlight tags with the Target Spend strategy.
“We now support Return on Ad Spend (ROAS), to target your return in revenue for every $1.00 of spend,” Google explains. “To reach the ROAS target percentage, DS will raise or lower the bid based on how the actual ROAS compares to the target ROAS. Similar to ERS, you’ll be able to define multiple ROAS target goals over a customizable set of Floodlight activities.”
With the Target Spend strategy, Google syas you can enter your monthly budget, along with the KPI you want to maximize, and set your goals for specific Floodlight activities.
The Primary Constraint column provides insights into constraints that might be limiting keyword bids. “If the Performance Bidding Suite is unable to apply the ideal bid, the Primary constraint column explains the rationale, and also displays the percentage of affected spend,” Google says. “This Primary constraint data is shown at both bid strategy and keywords levels. For even greater granularity at the keyword level, we also show the Target bid we would have set, if our algorithms weren’t limited by the primary constraint.”
Google has a whitepaper about bid optimization available here, which you might find useful for getting the most out of DoubleClick Search.