Tag Archives: Real-time Bidding

For Brand Marketers: 5-Step Guide to Programmatic Buying

A lot has changed for marketers over the years. But one thing remains constant: the need to connect with and move an audience in the moments that matter. Brand marketers are beginning to truly embrace programmatic buying to do just that. The challenge is, many marketers don’t know where to start in order to successfully embrace programmatic for their brand campaigns.

To help address this challenge, we’re pleased to share our five-step guide: "Programmatic: A Brand Marketer’s Guide," to provide context and ideas for how marketers and their agencies can successfully embrace programmatic buying. It covers the essentials that brand marketers need to know in order to:

  1. Organize audience insights
  2. Design compelling creative
  3. Execute with integrated technology
  4. Reach audiences across screens
  5. Measure the impact

Our guide includes seven case studies with brands including Nike, KLM, Talk Talk, Kia, GOL, Burberry, and Kellogg so that brand marketers new to programmatic can learn from their peers.

We hope this guide can help you realize the ultimate promise of advertising in the digital age: to effectively run highly relevant, creative, and measurable campaigns, at scale. To make the most of programmatic buying, we invite you to explore the five steps to programmatic success.

You can stay on top of new updates by subscribing to our newsletter and following us on our Google+ page.

Posted by Kelly Cox, Product Marketing Manager

Be a programmatic expert: learn Bid Manager with role-based training and webinars

Programmatic buying in DoubleClick Bid Manager keeps getting easier. We offer training for all levels, from new user training to advanced webinars. To help you learn faster and more efficiently, we’ve launched the new Bid Manager checklists along with two new optimization webinars.

Bid Manager checklists
Learn the basics of Bid Manager or master more advanced campaign management topics using the new Bid Manager checklists. These self-paced learning paths help you learn and master the product based on your role:
  • Basics for new users: Learn the basics of a demand-side platform and apply these concepts to an advertiser's media plan in Bid Manager. This checklist includes Bid Manager Fundamentals eLearning and certification. You'll also learn how Bid Manager integrates with DoubleClick Campaign Manager & DFA6. 
  • Implementation guide for administrators: Learn to set up and structure a new account, set up new users, and create new advertisers. 
  • Implementation guides for campaign managers: Walk through step-by-step guidelines, tips, and best practices for setting up new campaigns. We offer checklists for campaign managers based on whether or not they use DoubleClick Campaign Manager & DFA6.
Regardless of your level of experience with real time bidding and DoubleClick Bid Manager, we have a learning track that’s right for you!

Join a webinar this spring
Continue your learning by joining a live training webinar this spring. See the schedule below and register through the Training page in the Bid Manager Help Center (sign-in required).

Bid Manager Overview for new users – 4/17
Get an overview of Bid Manager – including the basic benefits and features of demand-side platforms and how ad exchanges work. Learn the steps to setting up a new campaign in Bid Manager. We'll also cover Core Bid Manager functionality and how it works with DoubleClick Campaign Manager & DFA6, as well as how to analyze performance and optimize campaigns. Register

We also offer eLearning and Certification, available in Spanish, Portuguese-Brazilian, and more.

Optimization webinar series
Learn key features in DoubleClick Bid Manager so you can more effectively manage your programmatic campaigns.
Bids and budgets – 5/15
Learn tips on setting up bids, budgets, and frequency caps, and evaluating the performance to make optimizations. Register 
Audience buying – 5/28
Learn to use the audience targeting feature for both third-party and first-party audience targeting. We'll look at tools like the Audience Composition report, and provide best practices for your remarketing line items. Register 
These webinars are intended for Bid Manager users who have completed Fundamentals training. If you’re a Bid Manager customer but are not yet using the tool, complete the Fundamentals eLearning.
Advanced webinars
Launch your campaign – 4/23
Now that you know the basics, it's time to set your bid strategies. In this webinar, you’ll walk through turning a media plan into a live campaign in Bid Manager. We'll also cover different strategies for gaining reach and increasing ROI, as well as setting up remarketing recency. Register

Creative Approvals – 6/3
Learn more about the creative approval process and find out what you need to do if creatives aren't approved. Register

These webinars are intended for Bid Manager users who have completed Fundamentals training. If you’re a Bid Manager customer but are not yet using the tool, complete the Fundamentals eLearning.

Watch a pre-recorded webinar
We also offer recorded webinars in our Help Center, covering an Overview for new users, topics like keyword contextual targeting, creative approvals, upgrades, and more. While you’re there, be sure to read about our latest product releases.

Some sessions mention prerequisites where we recommend background knowledge. Please note these to make sure you get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any of the live sessions.

Keep in mind, the Bid Manager Help Center is only available to current Bid Manager users, so you'll need to sign in with the Google account you use for Bid Manager.

Be sure to sign up for the DoubleClick Digest to get the latest DoubleClick news, research, events, and product updates.

Posted by Molly Larrison, DoubleClick Bid Manager Product Trainer

Study up on programmatic with our Bid Manager optimization webinars

Now that we're back from the winter break, it's time to study up on programmatic with DoubleClick Bid Manager. We'll help you be a star student with our Optimization Webinar Series over the next two months. Need to learn the basics, or are you already advanced? We offer basic training via eLearnings, as well as webinars for users already familiar with the platform.

Take a look at our schedule below and enroll through the Training page in the Bid Manager Help Center (sign-in required).

Optimization Webinar Series
In this series, experts will discuss key features in DoubleClick Bid Manager to help you more effectively manage your programmatic campaigns.

Buy Facebook Exchange (FBX) inventory using DoubleClick Bid Manager - 2/4
Did you know that you can use DoubleClick Bid Manager to bid on FBX, Facebook's real-time bidding exchange? In this session, our product experts will teach you tips and tricks on how to get started with DBM line items targeting FBX inventory. Join this webinar If you’re a Bid Manager customer looking to build your campaigns, expand reach, and explore new options. Register

vCPM Bidding - 2/18
Learn how to implement Bid Manager's automated bidding tool to enhance your campaign performance. Register

Targeting - 3/4
Learn how to assign targeting and make adjustment for your prospecting, audience targeted, and remarketing line items. Register

Reporting - 2/25
Join our live webinar on generating reports and reading inline statistics in Bid Manager. We'll cover how these reports can help you optimize prospecting, audience, and remarketing campaigns. Join this webinar if you run reports, review data, or make optimizations. Register

Advanced webinars

Launch your campaign - 1/23
Join this webinar if you’re ready to set your bid strategies. In this webinar, you'll walk through how to turn a media plan into a live campaign in Bid Manager. We'll also cover different strategies for gaining reach and increasing ROI, as well as setting up remarketing recency. Register

Private Deals - 3/19
In this webinar, you’ll learn how to set up private deals with ad exchanges, what’s needed to get started, and steps to launch. This webinar is intended for users of Bid Manager who are interested to learn more about available inventory and direct deals. Register

These webinars are intended for Bid Manager users who have completed Fundamentals training. If you’re a Bid Manager customer but are not yet with the tool, complete the Fundamentals eLearning.

Pre-recorded webinars available
We also offer pre-recorded webinars in our Help Center, covering the Overview for new users, as well as topics like Keyword contextual targeting, Creative approvals, upgrades, and more. While you’re there, be sure to read about our latest product releases.

Some sessions mention prerequisites where we recommend background knowledge. Please note these to make sure you get the most out of each session. Lastly, be aware of any regional time differences before enrolling in any of the live sessions.

Posted by Molly Larrison, DoubleClick Bid Manager Product Trainer