What is Double-click Bid Manager (DBM) in Digital Marketing?

Search Engine Marketing (SEM), or paid marketing, is another crucial wing of digital marketing. In this form of marketing, the company pays the website or browsing source to showcase ads about the company and its product offerings to the target consumer. Since the company is spending a hefty amount of its digital marketing budget on paid marketing, it is crucial for them to track its success and invest safely. Double Click Bid Manager (DBM), another name for Google's demand-side platform (DSP), will help the digital marketer in this situation.

Whenever an advertiser or digital marketer enters the digital marketing ad world, he is always afraid of being cheated upon. There are millions and millions of websites or hackers in the market who would promise you a lot of commercial time and buying impressions at minimal cost but will ultimately turn out to be fraudulent. They will eat away all the money that you have invested in buying advertisements and leave the company with nothing. Hence, Google came up with DBM or DPS to help users buy ad space.

In this article, we will be understanding the basic concept of digital marketing, the concept of DBM, and what benefits DBM will offer to digital marketers.

The concept of digital marketing

Any marketing initiative taken by the company on digital platforms or the internet to promote or advertise its product, service, or brand name is known as digital marketing or online marketing. Companies today are leveraging the fact that consumers have access to high-speed internet and smartphones. The various wings of digital marketing are −

  • Social media marketing is marketing done through various social media platforms like Facebook, Instagram, LinkedIn, Hike, WhatsApp, Telegram, YouTube, and others.

  • Affiliate marketing is marketing done by famous people on social media platforms or in the digital world and by experts in a particular field. Here, the influencers or affiliate marketers try to convince the consumer to purchase a particular product and brand.

  • Search Engine Marketing or Paid Marketing − Techniques: Here, the company pays the browsing website to promote its content on the top of the SERP so that it can have more consumers and high website traffic.

  • Search Engine Optimization − Here the marketers focus on improving the ranking of the page or the website on the browsing site through various tips and tricks. It is an organic form of marketing.

  • Email marketing − In this type of marketing, businesses send e-mails to customers about products, services, price offers, discounts, or warm greetings on special occasions and holidays.

  • Content marketing is a type of marketing in which the company's product has an impact and persuades content to sell the company's products and services. This wing also has an important role to play in other forms of marketing because the company needs content to advertise its products.

The concept of Double-click Bid Manager (DBM)

DBM gives digital marketers and advertisers access to various ad space inventories. These inventories are safe to use, as all the websites listed here have been verified by Google, and with this, digital marketers can ensure that they can target better on a real-time basis. It is a programmatic tool that every marketer who is planning to get into ad space marketing should have. This will also ensure that your engagement rate and digital return on investment (ROI) improve with better targeting. With DBM digital marketers can ensure that they are Targeting better, optimizing their marketing ad campaigns, and bidding better.

Now the features of DBM use can be divided into the following categories for better understanding −

Targeting − DBM helps in targeting in the following ways −

  • It helps companies target a better set of consumers. By targeting better, it means that DBM is going to provide the companies with a list of consumers on the basis of their age, intent of purchase, income status, demographics, and others. It also helps the company reach potential consumers on the basis of a remarketing list.

  • It can handle all the different bidding strategies of the company.

  • It is accessible on various devices.

  • It provides the digital marketer with access to more than 100 ad networks on more than a billion websites.

Buying options − DBM helps the company buy options in the following ways −

  • DBM provides digital marketers with an accessible platform. They can easily plan on buying ad space, buy ad space, and track the effectiveness of their campaign on mobile phones, laptops, and tablets.

  • DBM provides companies with many buying options, like direct deals, open exchange, and programmatic guarantees.

  • You can safely buy all the ad spaces that you want, and it also gives you access to buy ad space on YouTube.

  • With DBM digital marketers can also buy premium ad spaces.

Reporting and optimization − of the marketing campaign: With DBM, digital marketers can ensure that −

  • They have access to all the data required. How many people were the advertisements shown to? Who took the required action? It will also help the digital marketer understand the performance of various marketing channels and calculate the digital ROI for each one.

  • After receiving the data the digital marketers can twist and tweak their campaigns for better results.

  • Companies can even conduct funnel analytics measurements to see if the ad is being shown to the right target audience and, if yes if the audience is taking the desired action.

  • With DMB data, things like conversion rate, the number of ad clicks, and the number of ad impressions will be at your fingertips. Of the digital marketer.

Unified platform with Double Click Bid Manager − With DBM, individuals can have access to a unified platform for all their search and paid marketing needs in the following manner −

  • Users can track, access, and store marketing data on the DBM platform with ease.

  • With floodlights and cookies, digital marketers can understand and target their potential set of consumers.

With this, we now have a clear understanding of how the DoubleClick Bid Manager platform of Google works and what benefits a digital marketer can derive from easily accessing the DBM platform. When companies are investing their money in something they need to have data on how the money is being used and what difference is it making or the success it is bringing to the company. A digital marketer or a digital marketing agency that can provide companies with such data and details will make a difference.

Companies will not only prefer these people but will also be ready to pay extra for such services. Anyone can be ordinary but it takes something to be extraordinary and with DBM a digital marketer can ensure that report of every penny spent, ensuring that the ad is being shown to the right consumer set and provide the company with a safe marketing space. DBM is crucial for digital marketers as well as the company. It is time that we start our journey from the ordinary to the extraordinary with Double Click Bid Manager.

Updated on: 10-Apr-2023


Kickstart Your Career

Get certified by completing the course

Get Started