What You Need To Know For A Successful Start on DoubleClick Bid Manager

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What You Need To Know For A Successful Start On DoubleClick Bid Manager

HOSTED BY:

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Presenters

• Kelsey Hadaller– Account Manager at Hanapin

Marketing

– Blogger on PPC Hero

– @khaddy_ppc

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Agenda

•Why use DoubleClick Bid Manager?•Initial Challenges•Intro to the Interface•Planning Out Strategy•Targeting Options•Insertion Order and Line Item Setting Details

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Why Choose DCBM?

•Google Demand Side Platform•Variety of reporting features• Increased control – set bids and budgets per IO or line item•Automated optimizations

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Initial Challenges

•Need an account to access all training material

–DoubleClick Bid Manager Fundamentals certification

•Also cannot access DCBM Webinars without a login

•Must go through DoubleClick’s sales team to get started

•Setting up Pixels

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Initial Challenges - Pixels

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Intro to the Interface

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Intro to the Interface

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Planning Out Strategy

•Available creative–HTML5, Flash, image, or video

• Pull geographic and location reports in AdWords

• Set up pixels for Remarketing

• Be prepared for Post-View Conversions and Post-Click Conversions

• Research placements to test in a Channel group

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Planning Out Strategy

•Get estimates of potential impressions and unique impressions

•Run before launching Insertion Orders to plan budget, frequency caps, etc.

•Also helps decide how to segment Insertion Orders and Line Items

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Targeting Options• Inventory Source

–Include either specific or all available ad exchanges.

•Apps & URLs–Target or blacklist sites included in your custom channel lists as well as use DoubleClick channels.

•Keywords–Include/Exclude for contextual targeting

•Audience Lists–For Remarketing or excluding specific users

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Targeting Options

Create IO Default Targeting before launching any Line Items! Any updates to IO Default Targeting will only apply to new Line Items within the IO.

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Targeting Options – Brand Safety

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IO Setting Details

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Line Item Setting Details

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Line Item Setting Details

Conversion Tracking• Set up at Line Item-level• Can count only post-click or count all and separate in downloaded

report• Count percentage of post-view as a conversion

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Live Q&A Time!

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Have more questions?

Contact Us Directly

• Webinar Feedback: marketing@hanapinmarketing.com

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Thank you for attending our webinar! #thinkppc