Since June 2013, when we took delivery of Doubleclick Bid Manager, Google’s Demand Side Platform (DSP), Search Star has had access to the biggest ad exchanges in the world and the ability to efficiently reach every internet user on the planet (see Dan’s blog on the subject). This massive reach has proved invaluable for Remarketing purposes, whereby we re-advertise to people who have already visited our clients’ websites but who leave without placing an order or making an enquiry. By showing remarketing ads to people as they browse the internet, we are able to re-engage with them, reminding them of our client’s product or brand and drawing them back to the client website.Prior to using the Doubleclick DSP we used Google’s Display Network (GDN) and we are seeing significant improvements from switching to the DSP. Whilst remarketing ads work well on the Google Display Network, often providing conversions that cost less than the average CPA for the campaign as a whole, they are turbo charged by the DSP. By running on more exchanges with access to a broader range of sites at lower CPMs we get many more opportunities to show ads to the target audience at an efficient cost, thereby driving additional leads or sales for our clients at lower CPAs.We are currently seeing up to 50% lower cost per acquisition on Doubleclick and lead/sale volumes rising up to 250%.There are some differences to watch out for between the two platforms:The first is that Doubleclick does not support text ads, exclusively using image ads to engage with users.Secondly Doubleclick uses different terminology to distinguish between different routes to conversion.Post View (PV) conversions are equivalent to the GDN’s “view through conversions” and describe purchases or enquiries that were made by people who have seen a remarketing ad and who returned to the website albeit without clicking on the ad. It is impossible to know which of these users would have returned to the website anyway, and which were influenced by the branding effect of the ad. Typically we assume that 20% of these users returned to the website as a result of being reminded of the product. Post Click (PC) conversions speak for themselves: a user clicks on the remarketing ad and buys or enquires from the website they had previously left without converting.In conclusion, Doubleclick provides a fantastic opportunity to expand the reach of remarketing ads to the widest possible audience, and this is borne out in the results we are seeing for our clients. If you’d like to turbo-charge your remarketing (or your PPC) then get in touch & lets talk DSPs.