Campaigns with DoubleClick Bid Manager: First Steps

Written by

Daniel Quiles

SEM · 22 / 06 / 2017

If you are thinking of improving the efficiency of your investment in digital advertising for the last half of 2017, DoubleClick is the solution.

Starting to use a solution that allows multichannel management and programmatic purchasing is a decision that can be the key to give that digital-level leap that we were waiting for. However, not all companies are in that phase, as it takes a long haul investing in other platforms to start with DoubleClick Idb Manager.

DoubleClick Bid Manager is the Demand platform (DSP) of Google that allows advertisers to create Display campaigns programmatically. In addition, it manages to reach those users that are within the objective of our campaign through the different Ad-exchanges to which the DoubleClick platform is connected; adjusting audiences, bids and targets marked in a more accurate way.

Thanks to the detailed reports of DoubleClick Bid Manager, advertisers can see at all times how the campaign works and check which audiences are working better so that they can maximize the investment where our ROI is more positive .

Maximize ROI with DoubleClick Bid Manager

Although starting with a programmatic shopping platform may seem complicated, if you are familiar with Google Adwords, this change will be very simple and you can start to manage campaigns from DoubleClick in a short time.

To access the DoubleClick platform is necessary to have accreditation for it, either directly or through a partner. In Digital Menta We have access from the end of 2016 and today we manage some of our customers with this platform.

In this article, we will review the basic concepts of the account structure, the process of approving the creatives, creating pixels, and the options that the administrator of DoubleClick Bid Manager presents.


Account structure and elements DoubleClick Bid Manager

  • Insertion Order: Similar to campaigns where budgets, dates, and frequency limits are defined.
  • Order lines: They are like the ad groups in Google AdWords, they configure the audience and assign the creativity. In addition, you can set different budgets for the different order lines, always being the maximum limit that has the insertion order.
  • Creative: Here we will upload all the images or videos that we are going to use in our campaign.
  • Pixels: The pixels will help us to track the conversions and the lists with the different audiences that we have configured.
  • Audiences: Audiences are automatically generated for each pixel. DoubleClick Bid Manager audience are different from AdWords audiences because they do not allow you to include or exclude certain text-based pages in URLS. This is why pixels are so important.
  • Channels: These are similar to the managed AdWords locations. To make sure that your creativity is in the auction for certain websites, it is essential to create a new channel that contains the URL (s) to which you want to target the campaign.


Creativity Approval Process

As mentioned above, we can upload both a video and an image to the DoubleClick Bid Managerplatform. Once you have access to DoubleClick, you can visit this guide To learn the characteristics of the creativity before uploading them for approval afterwards.

It is important to assign the creatives that we upload to a campaign enabled for the review process to start, because if the insertion or line order is not active, the ads will not pass through the approval process.

First, the creatives pass through DoubleClick’s automatic approval process, something that can take several hours depending on the volume of creativity that we have uploaded. The ads then go through a manual review By the DoubleClick team.

Sometimes we can find rejected ads in one of the Ad-exchanges. However, this happens eventually as there are some networks that have somewhat more restrictive policies that we will have to review if you want to work with all Ad-exchanges. Because there are several steps in the approval process, it is advisable to raise the creativity at least 2 or 3 days before launching the campaign in order to avoid delay in launching.


Creating pixels

To build lists of audiences or follow-up of the conversions in DoubleClick Bid Manager, you must create pixels and add them to the campaign website. This process is very simple if we do it with Google Tag Manager. For example, if you are interested in creating an audience on the basis of users who have visited a specific content, we must go to the pixel option, and click on new pixel indicating the name of the same to identify it later.

To create a new pixel is as simple as going to the ‘ pixel ‘ option in the interface and clicking ‘ New Pixel ‘. We will give you an easy name to identify including the pages to which you will apply. Make sure that by “Enabling this pixel of remarketing “The box is marked. Remember that you should always select this option to measure all conversions tracking.

In the image below you can see an example of the pixels that we have created for one of our clients. Also, you can see the times that have been loaded the previous day and compared to the traffic of your website. As you need different pixels on each page to be able to build a hearing and track properly, we recommend linking Google Tag Manager With DoubleClick So you can perform an accurate measurement.

Segmentation options in DoubleClick Bid Manager

Below are all the options of segmentation of the campaigns of DoubleClick Bid Manager.

  • Source of Inventory: It is a private exchange or promotion that provides prints that can be purchased for your order lines.
  • Security Brand: Target based on digital content labels and blocking sites with sensitive content to protect your brand.
  • Applications AND URLs: In the applications And URLs section of Bid Manager, you can segment through channels, applications and websites (or exclude them from segmentation).
  • Key Words: Include and exclude keywords for contextual orientation.
  • Categories: Including categories from the drop-down list.
  • Environments: Refers to media format where an ad is displayed, including desktop web, mobile Web, mobile applications, interstitial mobile application and desktop web on mobile.
  • Visibility: The order lines can segment inventory according to the degree of visibility that a particular impression might present. The projected visibility is based on the technology of Active View of Google.
  • Audience lists: Implementing Remarketing or hearing lists allows you to include or exclude them from our segmentation.

It is also possible to segment by language, day and time, demographics, device, navigator and geographic orientation in DoubleClick Bid Manager, something that we will see more in detail in our next article.


Conclusions on DoubleClick Bid Manager

While there are many demand platforms (DSP) to choose from, the similarity Of DoubleClick Bid Manager to the AdWords interface Makes it a good choice. Unfortunately, the training offered by Google about DoubleClick is still very low if we compared it with AdWords and also implies having a contract signed with DoubleClick or a Partner to be able to carry out campaigns. If you need any help or advice, you can contact us and we will advise you without obligation.

See you in our next article!


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