Cross-device conversion estimates in DoubleClick Search bid strategies

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In today's multi-device world, consumers increasingly move across screens when researching and shopping for goods and services. In a recent study conducted by Google and Ipsos Media CT, it was found that nearly 40% of online shoppers start their research on a smartphone and make their final purchase on a computer or tablet1.

Earlier this year, we introduced cross-device measurement across DoubleClick Digital Marketing, including DoubleClick Search, to help you see the total number of conversions influenced by a specific keyword, regardless of the device where the conversion occurred. For example, if a user who clicks on a search ad on one device goes on to complete a purchase on another device, we can measure that, enabling you to more accurately report on the full value of your search ads.

Now, bid strategies in the DoubleClick Search Performance Bidding Suite can use cross-device conversion estimates to automatically calculate the mobile bid adjustment that will help you achieve your campaign goals and maximize the impact of your mobile ads.

Using cross-device conversion estimates in the Performance Bidding Suite

If you enable a bid strategy in the Performance Bidding Suite to use cross-device conversion estimates, it can consider these cross-device conversions to determine how much to bid for your mobile ads. The bid strategy can then recommend or automatically apply the optimal mobile bid adjustment based on your conversion or revenue goals.

You can use this feature with a one-step opt in: when configuring the target of a bid strategy, check the box to use cross-device conversion estimates when setting the mobile bid adjustment.

Note: Currently, bid strategies use cross-device estimates only for mobile bid adjustments. Other enhancements, such as adjusting bids based on membership in an AdWords remarketing target, will follow in future updates.

Learn how to use cross-device estimates in bid strategies today.

Posted by Tris Southey
Product Manager, DoubleClick Search

1 The Role of Mobile Search on Store Purchases, Google/Ipsos Media CT, August 2015. Purchases were made within the past 3 months.

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