Google has begun pushing four key strategies to support DoubleClick Search aimed at helping retail stores work more closely with the specific brands they sell. One of them -- automation -- puts the correct ad in front of the consumer at the perfect time.
While the strategies range from speed and scale, unifying insights and outside data, and broad optimization that includes more than bids, the
most important of the four points to automation -- in fact, automation based on product feeds from brands, where terms automatically pull from the descriptions to create search ads and product listing
ads (PLA). A retail store carrying 10,000 products can't possibly churn out ads for each without help from technology.
Last week, DoubleClick Search began offering support for Shopping campaigns. The release integrates with AdWords' workflows and reporting tools for Shopping campaigns with the DoubleClick Search platform. Then the DoubleClick Search Commerce Suite released in February supports marketers by adding the ability to manage data and descriptions of individual products.
Companies using these tool see huge jumps in the return on ad spend, according to Matt Eichner, director of Google DoubleClick Search. Piston, one Google agency partner, uses this approach for 8,000 product items. After cleaning up the Google merchant feed to automatically drive text and PLA ads, the agency saw a 51% jump on return on ad spend.
"Google Merchant Center also integrates into DoubleClick Search, so we can now merge the data and recompose it into any advertising copy you want, including adding rules like a free-shipping label if it's a high margin product," he said. "You could never afford to do this one by one. There's a key linked to the merchant feed, so as you change what's advertised, it automatically updates and re-traffics the ads."
DoubleClick Search supports automation based on product feeds to Google Merchant Center where the data in the feeds are automatically translated into search ads and PLAs, so when shopping for a new product like the Nespresso Vertuo coffeemaker, consumers will click through to the specific -- rather than generic -- landing page for the machine that brews coffee and espresso in one machine. The tool came to market late last year.
Many stores support a Nespresso Vertuo landing page, but they don't direct search ads to the page because the marketers don't want to pay for the price of being too specific or spend the time to create targeted ads. Automation solves one of those problems.
In this one instance, where data becomes the new media that puts marketers closer to the Holy Grail of connecting more closely with consumers, the strategy also relies on retailers helping brands clean up their product descriptions. Even automation takes prep work.
Channel Intelligence from Google works with retailers to refine product feeds and make sure the feed is clean, the data well organized, and the product attributes are accurate.