DoubleClick has announced the release of Spotlight Tag Bidding as part of their DART Search keyword management and bid management system. Spotlight Tag Bidding enables advertisers to focus on the profit margins of individual products within more generic search terms in order to more accurately assess general profit margins.

"Spotlight Tag Bidding provides our search marketing clients a much clearer perspective into which of their products are converting to profit based on paid searches," says Dave Fall, vice president of search marketing product management at DoubleClick. "This approach to bid management is unique to DART search, and allows clients to fully take advantage of the power of search marketing."

For example, if a travel company buys the key phrase 'family vacations to the Grand Canyon,' each product on the travel company's website that falls within the key phrase can be tracked individually. The company can assess each of its products and services individually to ensure that each product and service is performing.