Today, Google announced the ability to automatically create and optimize DoubleClick Search campaigns based on Google Merchant Center feeds.
"We know that keeping your search campaigns up-to-date with changing inventory can be time-intensive and cumbersome," Google's Kim Doan tells advertisers. "With this new feature, we wanted to deliver a simple solution for this complex problem, to help you go faster, with smarter tools that streamline your workflow. With inventory-aware campaigns, manage even the deepest product catalogs with just a few clicks, helping you create new search campaigns on the fly."
"Inventory-aware campaigns in DoubleClick Search automatically create ad groups, ads, and keywords based on the settings you provide," Doan explains. "Our system monitors your Google Merchant Center feeds for changes, and makes any necessary updates automatically to ensure you don’t miss any opportunities. This means that when the newest prices, descriptions, and landing pages are sent to your product feed, DoubleClick Search will pick up the changes and apply them to your campaigns, without the need for you to set them up manually."
Advertisers can create inventory-aware campaigns by linking their merchant center accounts to DoubleClick Search, selecting an engine account in the left-hand navigation of DoubleClick Search, clicking "new," selecting "inventory campaign" from the dropdown, and completing the configuration steps.