DoubleClick DART Search Achieve Maximum Search Marketing ROI Learn more about DART Search: Contact Michael Silberberg, DART Search Sales Specialist direct line: (212) 381-5645, or via email at MSilberberg@doubleclick.com. Visit us at www.doubleclick.com/dartsearch SERVICE CAPABILITY & PERFORMANCE STANDARDS TM DoubleClick has earned the prestigious Support Center Practices (SCP) Certification. With DART Search, we are able to manage and optimize our clients sponsored search campaigns with a great degree of immediacy and control that allows us to be more strategically focused in exceeding our clients goals. Rob Griffin, Head of U.S. Search, US Headquarters 111 Eighth Avenue 10th Floor New York, NY 10011 Tel: 212-683-0001 Tel: 866-683-0001 (toll free) Fax: 212-287-1203 EMEA Headquarters The Plaza East Point Business Park Clontarf, Dublin 3 Ireland Tel: +353 1 246 0444 Fax: +353 1 246 0499 Asia Pacific Headquarters Suite 19, Level 1 88 Cumberland Street The Rocks, Sydney, NSW 2000 Australia Tel: +61 (0)2 8247 3700 Fax: +61 (0)2 8247 3701 Worldwide Network Operations Center 12396 Grant St Thornton, CO 80241 Tel: 303-729-5200 Tel: 866-729-5200 (toll free) Fax: 303-729-3233 Media Contacts
DoubleClick DART Search Achieve Maximum Search Marketing ROI DoubleClick is a Leader in Digital Marketing Technology DoubleClick s 10+ years of digital marketing experience have given us a deep understanding of the online advertising space. Our experience drives the creation of superior tools, helping you to navigate market changes and seize business opportunities. DoubleClick is a premiere third-party advertising provider. We work with many of the world s leading sites and brands, and are the only digital marketing company to have earned Support Center Practices certification. And a Leader in Search Marketing Technology If you re focused on search advertising, then you should consider using the most powerful, effective search marketing tools available. With an extensive digital reporting suite, DART Search helps our clients dig into the big picture with analysis and insight into future trends. Companies that want to know more about their media mix allocation natural search, paid search, and display work with DoubleClick to understand how best to utilize both dollars and resources. How can I be sure that DART Search is the proper search management solution for me? DART Search is the solution of choice if you re: Managing paid search click volumes of 250,000 or more a month. A SEM professional focused on implementing advanced bid management strategies. A publisher seeking to drive more traffic to your site. An agency serving multiple inventories and integrated campaigns including search. Interested in increasing your ROI on your digital marketing investment. Who will help us get started? Who can I count on to help when we have questions? All of our Technical Account Managers are Google, Yahoo and MSN certified pros. That means you ll get not just deep knowledge about the DART Search toolset but insight into the top tier search engines, too. And DoubleClick is the only digital advertising company to have earned Support Center Practices certification. DART Search puts one of the industry s leading search management products onto your desktop, giving you complete control over your search marketing program. 1
DART Search: DART Search: Paid Search Gain complete control over your search marketing business. Superior search marketing tools for: What s included in the DART Search core toolset? Ad management Bid management Campaign management Reporting You mention that DART Search will help me get the highest ROI for my search marketing campaigns. How, exactly? Better, more accurate information equals better, more informed decisions equals better ROI. And, DART Search contains a variety of ROI controls designed to let you manage search marketing towards the highest possible ROI. With these controls, you can: Reboot At Will Set a new target position and a new course for ROI. Identify high-performing keywords With Push Syndicator, identify keywords that exceed expected ROI. Intervene Manually Override automated bidding as needed. Keep Your Program Alive Protection against pausing due to fluctuating minimum bids. Look Out! Get alerts via email. DART Search is a powerful search marketing solution engineered to deliver maximum ROI on your search marketing investment. DART Search places a single, easy-to-use interface on the desktop of search engine marketers. Built to handle large complex campaigns across multiple search engines, DART Search manages over 100 million active keywords for 800+ advertisers. Enjoy transparent, easily-understood pricing. Pricing for DART Search is strictly CPC (or performance) based. There are absolutely no additional fees, or fees for usage. All your training and support is included within one simple cost. Manage all search and display campaigns within a single dashboard. DART Search is also a key component of DoubleClick s Digital Advertising Center, an industry-leading set of advertising campaign management tools. If you, like many of our clients, manage display and search programs, our integrated platform helps you to maximize revenue across your entire inventory. More than a Portfolio or Rules-Based Approach: DART Search is Flexible and ROI-Based Search marketing is an extremely dynamic field, where the greatest rewards are reaped through a continual evaluation of all tools and methods. Not only does DART Search offer search marketers great flexibility, but our approach in fact drives the highest possible ROI for our clients. More Accurate Information = Better Results, Increased Revenue You need good data to make good decisions. With DART Search, make better decisions with data retrieved directly from all major search engines. DoubleClick s 99% Accuracy policy guarantees the quality of data you receive for search spend analysis. Enjoy Superior Efficiency, Flexibility, and Scalability DART Search features a single interface, bringing every aspect of your search campaigns into a single space. That saves time and reduces complexity, putting both better control and results at your fingertips. Ad Management Campaign Management Bid Management Reporting Paid search tools form the heart of the DART Search product suite, and let you manage and optimize pay-per-click (PPC) keyword bids across all major search engines. Ad management DART Search gives you a simple, single interface to manage your paid search ads on Google, Yahoo!, MSN and Ask.com. DART Search regularly synchronizes with the search engines, so you always know the status of your ads. From the keyword to the campaign level, DART Search gives you the control you need and the simplicity you crave. Upload and modify ads directly in the DART Search user interface. Preview creatives as they ll appear in the search engine interface. Execute bulk ad uploads. Run as many creatives per keyword as the search engines permit. Pair landing pages with keywords, giving each a unique destination URL. Ease of use a single, easy-to-use interface streamlines your workflow. Powerful designed to handle the largest campaigns, you won t outgrow DART Search. Flexible multiple keyword views give you immediate feedback and assist in analysis. We re planning to seriously increase our commitment to PPC. I m looking at managing hundreds of thousands of keywords, and possibly more. DoubleClick has been a major ad serving provider since the industry s inception. We ve always counted the largest advertisers among our customers, and have engineered our products and services to serve them. DART Search currently supports over 100 million keywords. So we ve certainly learned how to make large campaigns manageable. How easy is it to manage my campaign and conversion data? What is the process? With DART Search you don t have to import anything the data you need are pulled from the search engines and are ready for you to work with. You can run keyword-level reports and get accurate click and cost data side-by-side with conversion data. Take Advantage of Full Integration with DART for Advertisers DART Search is fully integrated with DART for Advertisers, DoubleClick s online ad management, serving and reporting solution, enabling you to gain deep insight into your entire online media mix, and make better decisions as to how to spread dollars across multiple marketing efforts. PAID SEARCH IS NOT A SIMPLE MEDIA BUY Stay Worry-Free with DoubleClick s World-Class Support Dedicated Technical Account Managers will assist you through all phases of implementation. We average fifteen days to onboard newly signed DART Search clients. In addition, our training and technical support is completely hands-on for the first 90 days, ensuring that DART Search is set up correctly for your business and your goals. We re here to make you look good. 2 3
We could use more flexibility and control with bid management. I m working with outlier keywords that don t perform well under bid rules. DART Search gives you that control with the Portfolio On/Off option. You can go totally granular with it: choose a portfolio-based bid management option or a keyword-based bid per keyword. Campaign management overhead is killing me; got anything for me? Yes. DART Search gives you a single interface for managing your campaigns, eliminating the manual process of logging into multiple search engines to create and edit campaigns, groups, and keywords. You can also create new ads and keywords in DART Search and have them automatically propagated to the search engines. It s a tremendous workflow time saver. Bid Management DART Search gives you excellent control, choice and flexibility in the management of your text marketing program, and gives you maximum insight into results. Automate your bidding strategy, letting you define a strategy for one keyword or for thousands. Define a strategy using up to two rules (position-based, ROI-based or clicktarget based) in your preferred order. Bid on your keywords up to 12 times per day. Balance the overall keyword performance within a strategy group. Clarity a straightforward set of bid strategies that you can manage. Flexibility set your bid strategy at the keyword or campaign level. Effectiveness our better bid strategies drive improved results. DART Search allows you to set your strategy by ROI, Position or Click Target goals. You can control results at the portfolio or keyword management level. Return on Investment (ROI) targets When you choose an ROI strategy, DART Search continuously analyzes and adjusts positions for optimum match against a revenue or leads generated target. Set your ROI goals by assigning priority to CPA, percent of sale, or by profit margin. Feature: Portfolio Bidding Control A keyword-based strategy looks at the performance of each individual keyword. Keyword outperforms Keyword performs normally Keyword underperforms A portfolio-based approach still recognizes individual keyword performance, but also considers the performance of the group in the decision-making process. Best of all, the portfolio bidding control can be turned on or off it s your choice. results for generic vs. brand keywords and deploy a high performing keyword from one engine to all others. Keyword organizing lets you easily manage performance. View, for example, results for generic vs. brand keywords and deploy a high performing keyword from one engine to all others. One Click Management manage and update thousands of ad groups and millions of keywords across multiple search engines within a single interface. Automated Tracking Link Generation create and update tracking links in a snap. Flexible reporting measure keyword performance by search engine, campaign, category or status. Google Site Targeting support Excel bulk sheets output capability Ease of use a single, easy to use interface streamlines your workflow. Powerful designed to handle the largest campaign, you ll never outgrow DART Search. Flexible multiple keyword views give you immediate feedback and assist in analysis. Feature: Spotlight Tag Bidding Spotlight Tag Bidding is an advanced bidding technology that takes advantage of the conversion tracking code that advertiser and marketers use in conjunction with DFA and DART Search. Spotlight Tag Bidding lets you assign CPA or Revenue Share goals based on conversion type as well as keyword. For example: Assign aggressive goals to higher-margin conversion types. Assign conservative goals to lower-margin conversion types. For each conversion type you can set either a Cost Per Action goal ($) or an Effective Revenue Share (%) goal. DART Search: Reporting DART for Advertiser s ReportCentral tool lets you manage report data with unmatched control and flexibility. You can create robust reports, download your reports in multiple formats, and save queries for reuse. 99% accuracy - reports are drawn from data directly from the search engines. I ve got different profit margin expectations for much of my business products and services. Can you help manage this? Yes, we can with a strategy called Spotlight Tag Bidding (STB). It takes advantage of the conversion tracking code that advertisers and marketers use in conjunction with DFA and DART Search. STB ensures that bidding decisions factor in the various profit margins on your diverse, unique mix of products and services. It s the perfect mechanism for optimizing search marketing in volatile bidding markets like the Retail, Travel, and Financial verticals. I m really interested in conversion analysis. We re running integrated campaigns and we d like a better understanding of conversion patterns. Our Exposure To Conversion report is exactly what you re looking for it s a report on exposures for up to 10 of the most recent online events. This gives you a cross-channel view across display, rich media, paid search and/or natural search, and provides insight on the combined influence of display, paid search and/or natural search on what drives people to convert. See page 8 for an example of a customer pathway leading to an eventual conversion. Campaign Management DART Search takes the drudgery out of uploading, managing and measuring keywords, giving you more time to focus on what matters. Results. The DART Search dashboard makes operation both faster and easier. Automated submission and bid processes deliver better results with less effort. Keyword organizing lets you easily manage performance. View, for example, Compare cross media results DoubleClick s Reporting Central reports integrate multiple formats. Single tags eliminate double-counting you get accurate results of search advertising vs. display. Outlier reports identify and act on poor performers. Query-driven reporting dig down to as granular a level as you like. 4 5
What s the difference between DART Search and DoubleClick Performics? When would I choose one or the other? Doesn t everyone have a 99% policy? I ve heard your competitors say the same thing. We pull data directly from SE s into our system. And yes, some of our competitors will tell you they get their reporting from the search engines, but the key question is do they have the data integrity processes required to guarantee report accuracy? DoubleClick does. Guaranteed. How do DART Search and DFA work together? Both DART Search and DFA are part of DoubleClick s Digital Advertising Center, meaning they share certain elements like reporting and counting methodologies. We ve built these with our clients in mind companies who manage both search and display advertising campaigns, and who need to be able to, at-a-glance, understand the synergies between both efforts. The integration between DART Search and DFA enables our clients to gain deep insight into their entire online media mix, making better decisions as to how to allocate dollars across multiple marketing efforts. The DART Search reporting interface example of an ROI report. Gain a command view of your entire media mix. DoubleClick Performics: Performance Marketing Solutions In search marketing, decisions are data driven the better the data, the smarter your decisions. DART Search reporting will deliver unmatched: Accuracy our report data is guaranteed in our 99% accuracy policy. Reliability software that does the job, how and when you need it. Flexibility multiple formats and reporting options that match your needs. Feature: The 99% Data Accuracy Policy Because the data we use arrive directly from the search engines, we will guarantee a deviation of less than 1% between DART Search reports and reports generated by the search engines themselves. (Data include impressions, clicks, click charges, and average position.) This offers two key advantages: As the performance marketing division of DoubleClick Inc., DoubleClick Performics provides profit-driving solutions to leading multi-channel marketers. Together, DoubleClick Performics and DoubleClick offer a wide range of marketing solutions, and are well-positioned to compare campaign effectiveness across multiple marketing channels. Clients benefit from DoubleClick Performics proprietary tracking and reporting platform, advanced market expertise, and active account management. Our custom approach to search and affiliate marketing engages and delivers more consumers. If you re interested in a hands-on, consultative approach to your affiliate or search marketing business, DoubleClick Performics might be just the answer. Visit us at www.performics.com or call us at 312-739-0222. 1. Data feeds, direct from the search engines, mean higher quality data is used to drive DART s automated bid management decisions. DART Search: Roadmap 2. You can view search engine performance data side-by-side with conversion data. This gives you better information to drive your program decisions, from the highest (account level) to the most granular (keyword level). The following products are anticipated additions to DART Search in 2008. Their releases do not yet have specific dates. The 99% accuracy policy applies to data from: Google AOL Yahoo! (new sponsored search) MSN For more information about this policy, please visit www.doubleclick.com/dartsearch DART Search: Integrated with DFA DART Search, integrated with the DART for Advertisers (DFA) platform, is a key component of DoubleClick s Digital Advertising Center, an industry-leading set of advertising campaign management tools. If you, like many of our clients, manage display and search programs, our integrated platform helps you to maximize revenue across your entire inventory. And, centralized reporting in ReportCentral means you can manage your entire search and display program within one single, easy-to-use interface. 6 2008: DART Natural Search Many marketers have a limited understanding of the impact natural searches have on conversions. With DART Natural Search, you ll get a window into traffic and conversions driven by natural (organic) searches. Historically, marketers have relied on last click attribution, but that tells only part of the story. DART Natural Search shows what search terms and landing pages characteristics are most valuable to your business. Get the whole story on customer conversion Value above and beyond Web Analytics»» De-duplicated conversion data with Paid Search and Display»» Exposure to Conversion Pathway reporting (see example on page 8)»» Keyword pattern analysis across Paid and Natural Search View conversions driven by Natural Search 7 DoubleClick Performics is a fullservice agency that specializes in affiliate and search marketing, and provides a range of digital consulting advice. Companies inclined to outsource the management of their search marketing would likely partner with DoubleClick Performics; those who are staffed and prepared to own search marketing in-house probably prefer working with DART Search directly. Either way, contact us at the number listed on the back page of this brochure for more details or to arrange a needs assessment. You ve got a Natural Search tool coming too? Yes. Paid Search and Natural Search need to work together and we ve taken the lead with our Natural Search reporting. Now you can gain insight on how your customers search, and learn how to buy keywords more intelligently.
So what s next? What are you guys working on? Beyond the new Integration with Display, Feeds/Paid Inclusion, and Natural Search reporting capabilities we can t say yet. With an aggressive R&D effort, DoubleClick is committed to keeping DART Search at the forefront of the market, both now and in the future. Visibility into SEO program effectiveness Insight into Paid Search strategies Insight into Natural Search Traffic and Conversions Flexibility to view data aligned with marketing goals 2008: DART Paid Inclusion DoubleClick is working on a paid inclusion tool, allowing advertisers to submit info to be listed in natural search listings. A new feature, titled Search Submit Pro, will provide you with greater control and valuable insights to present the right message to the right consumer at the right time in algorithmic results on Yahoo! and other sites. 2008: DART Feeds DART Feeds will allow web users to compare products across multiple advertisers. An advertiser will submit a data feed with product info to display products on a comparison shopping engine (CSE). CSEs are increasingly popular with affluent online shoppers with a demonstrated intent to purchase. For example, a user shopping for boots will visit a comparison shopping engine to compare brands, prices, size, color, etc. DART Feeds enables advertisers to submit product data to comparison shopping engines. Contact Information To learn more about DART Search, you have two options: Contact Michael Silberberg, DART Search Sales Specialist, on his direct line at 212-381-5645, or via email at MSilberberg@doubleclick.com. Visit us at www.doubleclick.com/dartsearch About DoubleClick DoubleClick is a global leader in digital marketing technology and services. From its position at the nerve center of digital marketing, DoubleClick provides unique insights and insider knowledge no one else can. Headquartered in New York, and with 17 offices and development hubs and 14 data centers worldwide, the company employs more than 1,400 people. Learn more at www.doubleclick.com/dartsearch. 2007 DoubleClick Inc. All rights reserved. DOUBLECLICK, DART, and DART SEARCH are registered trademarks of DoubleClick Inc. 8