Google announced on Monday that DoubleClick Search will now integrate feed management and optimization capabilities from Channel Intelligence, with the first step coming in the form of an add-on to the DoubleClick Search Commerce Suite.

The add-on combines Channel Intelligence’s data feed solution with workflow and optimization features from DoubleClick Search, Google says.

“Especially with the announcement of Shopping campaigns, having a detailed product feed is crucial for retailers to run high-impact search campaigns,” Google says in a blog post.

Last week, Google announced worldwide availability of Shopping Campaigns, a new PLA type first announced back in October.

Google also announced that DoubleClick Search would launch full support of Shopping Campaigns within weeks.

Merchants can build optimized product feeds, use improved feeds to dynamically create and update product listing ads and text ads, and optimize in real time.

“To further boost performance across these ads, DoubleClick Search bid strategies update bids up to 4 times a day, based on up-to-the-minute conversion information,” Google says. “This scale and speed allows retailers to respond to product inventory changes and market trends at the drop of a hat — even during the busiest holiday shopping days.”

Google acquired Channel Intelligence roughly a year ago.

Image via Google