Google explained the new cross-channel opportunities with DoubleClick Search as part of the "DoubleClick Digital Marketing" - the new display remarketing from search ads beta - allows agencies and advertisers using DoubleClick Search to use search ad clicks as a signal in display campaigns, re-engaging users through display ads when it's most effective.
"Display remarketing from search ads is an early proof point of how marketers can take advantage of powerful cross-channel features that allow them to "close the loop" on paid search efforts using display channels," the DS team writes, adding, "Our tightly-integrated platform enables this, using paid search signals to show users display ads across major ad exchanges via DoubleClick Bid Manager, or across the Google Display Network (GDN) -- all with one easy, tagless workflow," the team said.
Display remarketing from search ads makes setup easy. In DoubleClick Search, simply: "Filter to identify keywords with low conversion rates; Label those keywords; and Add labels to your remarketing lists."
Once done, DoubleClick Search automatically makes the lists available for targeting in DoubleClick Bid Manager and the GDN. "This remarketing offering also works seamlessly across all of your campaigns from DoubleClick Search-managed engines - Google, Bing and Yahoo," the team noted.
With display remarketing from search ads you can:
- Convert browsers to buyers: Re-engage consumers who visited your website, but left without making a purchase. For example, "you can reach consumers who placed a pair of shoes in their shopping cart, but did not complete the checkout process," Google explains.
- Increase loyalty or reinforce brand messages: For example, "show a display ad for Brand X tennis rackets to someone who previously purchased Brand X tennis gear after clicking on the brand's search ads."
- Up-sell to converted audiences: For example, "after a consumer purchases tickets to an amusement park in Anaheim, CA, show him/her display ads for hotel deals in Anaheim," the DS team explained.
For more information, read this Help Center article.