Google Overhauls DoubleClick SEM Tool


searchADOTAS – Nine months in the works, Google unveiled version 3 of the DoubleClick Search product yesterday at SES New York, a from-the-ground-up reworking of the paid search management tool for larger agencies and advertisers enables. Now the platform centralizes performance analysis across search and display campaigns.

A simplified “AdWords-like” interface lets advertisers modify campaigns from either DCS or directly in the search engines, as well as upload campaigns in spreadsheets with up to 1 million rows. Improved reporting capabilities include keyword highlighting, precise position controls and the ability to construct bidding strategies based on specific ROI goals.

This is the third significant update for DCS since its launch back in 2006. Ariel Bardin, lead product manager for DoubleClick Search, admitted to Search Engine Land that Google didn’t invest enough time in the product and that the previous version “felt more like web 1.0.” He added that integration of international search engines is coming, while social network data may be added based on customer interest.

Screenshot from DCS v.3
Screenshot from DCS v.3



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