In this presentation, Hanapin Account Manager Emma Franks will walk you through why you might choose DoubleClick Bid Manager and all the new features that come with it.

1. #thinkppc
&
Jumping Into the New
DoubleClick Bid Manager
HOSTED BY:

2. #thinkppc
Presenter
Emma Franks
– Account Manager at
Hanapin Marketing
– Blogger on PPC Hero
– @akaEmmaLouise

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc and tag @hanapin in your Twitter tweets
to send in questions you have!

4. #thinkppc
Agenda
•Why Use DoubleClick Bid Manager?
•Initial Challenges
•Intro to the Interface
•Planning Out Strategy
•Targeting Options
•Uploading Creatives
•Insertion Order and Line Item Setting Details

5. #thinkppc
Why Choose DCBM?
•Google Demand Side Platform – More Inventory, More Control
•Variety of Reporting Features – Greater Transparency
•Hands-on Options – Set Bids & Budgets per IO and/or Line Item
•Hands-off Options – Automated Optimizations
•New Interface and Planning Features Announced in 2017

6. #thinkppc
Initial Challenges
•Need account to access training material
–DBM Fundamentals Certification
•Also cannot access DCBM Webinars or
Help/Support without a login
•Must go through DoubleClick’s sales team
to get started
•Setting up pixels and pixel limitations

7. #thinkppc
Pixel Implementation
DBM Account Linking:
● Google Tag Manager (GTM)
● Analytics 360

8. #thinkppc
Intro to the Interface

9. #thinkppc
Intro to the Interface

10. #thinkppc
Planning Out Strategy
•Available Creative
–HTML5, Image, or Video (Flash no longer supported)
• Pull Geographic and Location Reports in AdWords
• Set up Pixels for Remarketing
• Be Prepared for Post-View Conversions & Post-Click
Conversions
• Research Placements to Test in a Channel Group

11. #thinkppc
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

12. #thinkppc
Targeting Options
•Inventory Source
–Include either specific or all available ad
exchanges.
•Apps & URLs
–Target or blacklist sites included in your
custom channel lists or choose from
DoubleClick channels.
•Keywords
–To include/exclude contextual targeting
•Audience Lists
–For including/excluding specific users

13. #thinkppc
Targeting Options – Brand Safety

14. #thinkppc
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.

15. #thinkppc
Uploading Creatives
● Creatives must be uploaded before
they can be assigned to a line item
● Creatives must be assigned to a line
item before they will be reviewed and
approved as servable
● 3 Main Exchanges: DoubleClick,
BrightRoll from Yahoo! & AppNexus

16. #thinkppc
IO Setting Details
● Flight or Daily Pacing:
○ Even
○ Ahead
○ ASAP
● Set budgets by week,
month, quarter, or any
other time frame.
● Set budgets ahead of
time and let DBM take
care of the rest.
● Auto Budget Allocation
provides option for
hands-off account
management in DBM.

17. #thinkppc
IO Dashboard

18. #thinkppc
Line Item Details & Bulk Edits

19. #thinkppc
Line Item Conversion Counting
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

20. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf