Google subsidiary DoubleClick has announced three additional tools in the DoubleClick Search Commerce Suite, which it says will help make reporting and optimization easier.
DoubleClick revealed the new features in a blog post.
The first feature, adaptive Shopping campaigns, is a new way to create and optimize Shopping campaign structure, based on product performance. DoubleClick says native integration with Google Merchant Center means DoubleClick will monitor advertisers' feeds and automatically subdivide existing product groups by product ID, based on the conversion rates of the products in each group.
DoubleClick says it has found that 90 percent of the median advertiser's cost comes from only 9.5 percent of its products. However, it says advertisers often lump high-spend products into bid groups with lower-converting products, leading to bid values that are not optimized, based on relative performance.
Adaptive Shopping campaigns, on the other hand, help ensure a brand's most popular SKUs get the right bid by creating product groups for each item earning high traffic, DoubleClick says.
In addition, DoubleClick says it has also rolled out bid optimization for Shopping campaigns, giving brands the ability to extend the same bidding algorithms from its Performance Bidding Suite to a brand's Shopping campaigns, with "smarter" bidding based on near real-time data.
"We know bid optimization can make or break campaign results. Bidding strategies need to be flexible enough to meet your business objectives, while algorithms need to be fast enough to act quickly in a competitive landscape," DoubleClick writes in the post.
With this bid optimization for Shopping campaigns, DoubleClick says brands can easily define their goals by setting individual bid strategies or combining different strategies as they do with their DoubleClick Search text ads. They can also target precisely and efficiently by setting Shopping campaign bid strategies on campaigns, ad groups or product groups and reach shoppers on the go by automatically setting a mobile bid modifier, DoubleClick adds.
In addition, DoubleClick says bid optimization for Shopping campaigns benefit from up-to-the-minute conversion data, which means brands can use fresher data to more closely track to promotion goals.
The third and final tool from DoubleClick is purchase detail reports, which it says helps brands better understand the products consumers purchased and the ads that drove those sales. Once brands specify the products sold in a transaction using the DoubleClick floodlight tag, they can customize and report on specific product sales by any attribute, including color, size, product line, and style. These reports are available for any type of campaign - including text, Shopping, AdWords, or Bing, DoubleClick says.
With constantly changing shifts in seasons and trends, DoubleClick says retailers often focus on selling a certain product at a given time.
"Fashion advertisers, for example, need to sell the latest styles before they fall out of favor," DoubleClick writes. "In the past, figuring out if your search advertising actually lead to these product sales has been complex - requiring lots of time and effort in reporting analysis."
Instead, purchase detail reports give granular transaction details for better insights into campaign performance, so brands can: identify the impact of their advertising on achieving core business goals; improve ad targeting by matching ads to the products that consumers are most interested in purchasing; and understand the real value of brand and general terms in selling the highest margin or most important products, DoubleClick says.
DoubleClick launched Shopping campaigns support in March, which it says offers a simple, flexible way for retailers to manage their Product Listing Ads (PLAs).
According to the DoubleClick website, the Search Commerce Suite "offers a smart, fast, product-centric layer to search management."
DoubleClick says its Search Commerce Suite helps brands reach consumers as they move across devices and channels and gain insight into the effectiveness of their retail campaigns. Additional features include: support for AdWords Shopping campaigns; inventory-aware campaigns; dynamic creation of Product Listing Ads ad groups and product targets; display remarketing from search ads; real-time bid optimization; and offline data integrations.
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