Double click is a Premium search managing platform that helps agencies to efficiently manage and serve
ads, manage large search marketing campaigns, across multiple engines and media channels. It is a
Google-owned search management platform which allows the marketers to save time, reduce a lot of
complexity. It has the ability to make better decisions, increases the return on investment for search
campaigns and comes with a price tag. It is a multi-platform dashboard which is perfect for the large
international campaigns which use many different engines that compiles all the information in one place.
Double click is a new SEM product which allows management of multiple accounts from one interface so
that the user can report on and optimize their AdWords, Bing, Baidu and Yahoo accounts from one place
which means users can add, pause or activate parts of the accounts from one place. It has an ability to
manage multiple advertisers under a single agency network, with each advertiser having a multiple
agency accounts connected. Here the real-time bidding decisions based on a keywords conversion history
and allows for real-time bid strategies to be set up for different types of conversions.
In simple words, Double click is an ad management platform which is for the publishers to serve ads for
the advertisers. It is for the people with websites or blogs or online pages where they can show ads to a
visitor and helps to make money from this traffic. It lets the publishers to cut deals with any advertiser of
their choice. It uses Floodlights tags for tracking and last-touch attribution model and allows de-
duplication across multiple channels.
Reasons to opt Double click over AdWords:
Offers simple way to optimize and report on accounts
Do not involve manual copy and import into the individual campaigns
Allows you to focus on more strategic changes
Allows you to consolidate your workflow
Improves the effectiveness of your campaign
Allows management of multiple accounts from one interface
Offers industry leading tools suited for large accounts
Provides industries with freshest sales and search engine data
Provides an option to set up bidding strategies on multiple conversion metrics
Create dynamic labeling of keywords to track keyword movements in and out of portfolio group
Integrates seamlessly with other Google products including GA, AdWords, Double-click Bid
Manager etc
Double Click vs AdWords:
Double click is an ad management platform started in 1995, but acquired by Google in 2008
where as AdWords is a Google’s paid advertising platform started in 2000.
Double click has an ability to manage multiple advertisers under a single agency network, with
each advertiser having multiple search engine accounts connected where as AdWords contains an
ability to manage multiple clients and accounts through an MMC account.
AdWords is free to use whereas in Double click % of spend fee involved.
Double click can manage AdWords, Bing, Yahoo and AdWords is managed through AdWords
interface and AdWords Editor.
Double click Search is ideal for large sized clients whereas AdWords is suitable for small,
medium and large sized clients.
Conclusion:
AdWords and Double Click both belongs to same DNA, but AdWords is highly preferred as it is a
leading platform and there are many differences that set the two apart. Double Click helps the businesses
to manage their campaigns across many formats, geographies and devices. It allows saving of time,
reducing overall complexity, giving the tools to make better decisions and more effective search
marketing.
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