DoubleClick Introduces New Solution for Search Marketers to Enhance Multi-Product Profit Margins
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New Bidding Tool Leverages Widely Deployed Spotlight Tags
NEW YORK, July 18 -- DoubleClick, a leading provider of digital advertising technologies and services, today announced the release of Spotlight Tag Bidding as part of DART Search, an industry first in advanced paid search optimization and management. This new solution enables advertisers and marketers to manage bid strategies across multiple product offerings at the category level, improving paid search marketing profitability. Spotlight Tag Bidding will pave the way to further increase efficiency and profitability from paid search marketing.
Spotlight Tag Bidding allows multi-product vendors, such as those in the travel, retail and financial services sectors, to optimize search marketing by tracking category or even individual product profit margins, rather than tracking bid strategies at the generic keyword level. This innovative approach to tracking results of paid search marketing optimizes the potential return on investment for digital advertisers.
"Spotlight Tag Bidding provides our search marketing clients a much clearer perspective into which of their products are converting to profit based on paid searches. By indicating which products are performing, clients are able to more accurately -- and profitably -- optimize keywords and bids, and manage their overall online marketing campaign," said Dave Fall, Vice President of Search Marketing Product Management at DoubleClick. "This approach to bid management is unique to DART Search, and allows clients to fully take advantage of the power of search marketing."
For example, a travel company buys the keyword 'family vacations to the Grand Canyon,' and when customers click to the travel company's site they are presented with a range of products including hotels, flights, car hire and travel insurance, each with its own profit margin. Before Spotlight Tag Bidding, such clicks from the keyword 'family vacations to the Grand Canyon' would be optimized under one generic profit margin category for the keyword. By employing Spotlight Tag Bidding, each product can now be optimized to its own category in order to most accurately track and manage the profit margin for each product, thereby increasing the return on investment from paid search marketing.
DART Search is a DoubleClick solution that enables search marketers to manage keywords, bids and landing page URLs across the leading search engines. In addition, DART Search is synchronized with the leading digital advertising solution DART(R) for Advertisers (DFA), which allows for insight across a variety of digital advertising campaigns.
About DoubleClick
DoubleClick enables agencies, marketers and publishers to work together successfully and profit from their digital marketing investments. Its focus on innovation, reliability and insight enables clients to improve productivity and results.
Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company's DART solutions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them. DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 1500 clients. http://doubleclick.com/
Contact: David Frankland
DoubleClick,
212-381-5629
dfrankland@doubleclick.com
