DoubleClick for Search for Lead Generation
February 12, 2016

DoubleClick for Search for Lead Generation

Dana Berardi | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source

Software Version

DoubleClick for Advertisers

Overall Satisfaction with DoubleClick

DoubleClick is being used for the management of PPC campaigns and bid automation. Our team currently manages over $1 MM in ad spend and a large number of search accounts across multiple engines. Centralizing all those accounts in one place and having an automated solution for keyword bidding in place increased efficiency significantly.
  • Bid strategies based on a variety of goals for automated bidding.
  • Bid rules to automate bidding for lower volume campaigns.
  • Centralized reporting with all engines available in one UI.
  • Reporting for display campaign - currently DoubleClick for Search doesn't provide reporting on the placement level and data is only rolled up to the ad group level.
  • Yahoo is currently not supported, but it's supposed to be on the road map
  • Conversions are not being pulled in from the engines. It is required to implement DoubleClick's floodlights to track conversions.
  • Increased efficiency - we have large time savings with the automation of keyword bidding and the ability to pull reporting from one UI instead of the separate engine UI's.
  • Time saving allow to focus on other initiatives, such as landing page and ad copy testing or keyword expansions.
In the past we have tested Marin and Adobe AdLens for automated keyword bidding. Both have not worked well for our business as lead generation comes with a lot of challenges (i.e. verification process, daily and monthly lead caps etc.). AdLens recommends to add as many keywords as possible with the same target into one portfolio. However, with that strategy we saw a lot of cannibalization within campaigns. While some campaigns were growing, others saw a large drop in volume and it's is important for us to maximize volume for all of our campaigns. Overall we saw larger revenue volume, but a significant decrease in profit and therefore determined that both were not a good fit for us.
We are a lead generation business mainly for B2B with a lead verification process that causes a delay in revenue that is coming in. DoubleClick allows us to insert offline conversion data and update that data multiple times which is extremely important for businesses that have a verification process in place and/or delayed revenue data availability. DoubleClick also has the option to use an 'availability time stamp' that tell the system what the latest available data is.

Google Marketing Platform (formerly DoubleClick) Feature Ratings

Ad campaign creation
10
Ad deployment
10
Display advertising
Not Rated
Ad display and retargeting segmentation
Not Rated
Sequence targeting
Not Rated
Data Transfer
Not Rated
DSP integration
Not Rated
Ad dashboards
10
Ad performance reports
10
Ad conversion tracking
10
Ad attribution reporting
Not Rated
Cross-channel ad management
Not Rated
Ad forecasting and optimization
Not Rated