Online advertising services provider DoubleClick has launched Spotlight Tag Bidding for managing search bidding across multiple product offerings.
As a result, marketers can analyze and optimize their bidding at the category level and potentially improve their search marketing profitability.
“This is something that our customers have asked for,” said Dave Fall, vice president of search marketing product management at DoubleClick, New York. “It provides them with a much clearer perspective into which of their products are converting to profit based on paid searches.
Spotlight Tag Bidding allows multi-product vendors to optimize search marketing by tracking categories or even individual product profit margins. Until now, marketers could only track this at a generic keyword level.
“The company is continuing to focus on its core advertising platform, including growth areas like search, video, rich media and optimization,” Mr. Fall said.