Why is AdWords free to use, while DoubleClick for Advertisers and DART Search is not?

Question by : Why is AdWords free to use, while DoubleClick for Advertisers and DART Search is not?
AdWords – I’m quite clear about how AdWords works, in terms of your bid management on keywords used on search engines, but now I’ve noticed that you can also run display campaigns and video (I assume that this is contextually placed ads). DoubleClick for Advertisers is an ad-serving tool focussing on display advertising, and DoubleClick Search is like a supercharged AdWords, since you can run Google, Bing and Yahoo campaigns through a single interface. Now my question is as follows. Why would you use the latter two products, which you pay for, while AdWords can handle both display and search campaigns?

On Adwords, you have either a CPC or CPM fee, while on DCLK products you have minimum monthly fees, as well as your CPM and % of marketing spend fees. So what’s the deal here? Why are the latter two products (also Google), premier solutions, and standalone products, while AdWords is free and can handle both display and search?

FYI – I realize that DART Search can make your life easier if your’e an agency, or running multiple campaigns on multiple SE’s – but I can’t see why you’d use the two premium services as opposed to AdWords if you’re a SME.
@ Jake – I’m aware of an account manager and monthly minimum fees with the premium products, but what I’m uncertain about is the differences in features (if any), that would push you to use the premier service as opposed to the self-managed service.

Best answer:

Answer by Jake
DoubleClick was a separate company that Google bought out, apparently the preserved some of the differences and existing client accounts. I may recall seeing similar revenue figures for the 2 ad systems, no doubt the acquisition allows the sharing of ad network assets.

I’m not sure what you mean in saying “AdWords is free”, perhaps you mean it’s a self serve advertising service with no minimum buy, unlike some media services. Some require a min insertion order of more than $ 1000 but provide you an account manager to help plan your campaign.

Add your own answer in the comments!


2 Responses to “Why is AdWords free to use, while DoubleClick for Advertisers and DART Search is not?”

  1. Albert630 says:

    12 Yoga-Inspired Procedures for Internet dating

  2. Freidy1442 says:

    I want to give my friends with your blog