Introduction to business data in DoubleClick Search

Business data in DoubleClick Search uses information about your business to provide reporting insights and automate campaign management.

Business data in DoubleClick Search

Reporting insights

Instead of forcing your search marketing reports to fit into the traditional campaign and ad group structure, you can use your business data to create reports that match the organization you've set up for your business. Here's how:

1. Provide DoubleClick Search with a description of how you organize your business.
   For example, if you advertise for hotels, you can upload the regions, cities, or neighborhoods where your hotels are located. Or if most of your reporting revolves around tiers of hotel products and services, you can upload the products, services, and ratings of your hotels.

2. Apply the business data to accounts, campaigns, and other items in DoubleClick Search, similar to the way you apply labels.
   

3. Create reports that pivot along the same lines as your business data.
   For example, you can compare impressions, clicks, and conversions for your hotels by region, city, or neighborhood.
   

Automate campaign management

You can also upload data that you use to make marketing decisions. Then you can write automated rules in DoubleClick Search that respond to changes in data.

For example, if you advertise for hotels and pause or unpause campaigns based on availability of rooms, you can:

• Add availability information to the data you use to describe each hotel.

• Create an automated rule that runs daily and pauses campaigns, ad groups, and keywords when a hotel starts to run out of available rooms.

What can I apply business data to?

You can apply business data to any of the following items in DoubleClick Search:

• Engine account

• Campaign

• Ad group

• Ad

• Keyword