Google Marketing Platform’s DV360: Everything You Need to Know

Google Marketing Platform’s DV360 is a comprehensive platform for managing digital media buys. It offers a single tool for planning campaigns, designing and managing creativity, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns. In this article, we’ll take a closer look at what DV360 has to offer and how you can use it to get the most out of your digital marketing campaigns.

In 2018 as an evolution of DoubleClick Bid Manager (DBM) and part of the rebranding under the Google Marketing Platform umbrella. In this post, you’ll find an overview page of DV360 and significant benefit that make it stand out among the crowded DSP landscape.

What is a DV360?

DV360, also known as Display and Video 360 (evolution of DoubleClick Bid Manager), is a demand-side platform for media programmatic buying, allowing advertisers and marketers to activate media buys with maximum control. It offers a single tool for campaigns planning, designing and managing creative, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns.

An overview of Display & Video 360

Display & Video 360, also known as DV360 (evolution of DoubleClick Bid Manager), is Google Marketing Platform’s demand-side platform for programmatic media buying. It offers a single tool for planning the campaigns, designing and managing the entire creative team, organizing and applying audience data, finding and buying inventory, and measuring and optimizing campaigns. This single, integrated modules helps creative, google data, and media teams work together to execute end-to-end digital media campaigns.

DV360 provides users with maximum control over their media buys. It allows users to plan campaigns, design and manage creatives, organize and apply audience data, find and buy inventory, and measure and optimize campaigns all in one place.

How to get started with DV360 

Getting started with DV360 is easy. You can create an account on the Google Marketing Platform website. Once you have created an account, you will access data from the DV360 interface quickly.

Starting a campaign and setting up planning’s 

Campaigns and planning are at the heart of DV360. A campaign is an advertising campaign activity with a specific budget or deadline. There are four types of campaigns: Search, Display, Video 360 and Universal App campaigns (previously known as GDN app campaigns). There are sub-campaigns within each campaign type, which allow for more precise targeting of combined audiences.

Planning is the step to create new campaigns or edit existing ones. You need to set up your bidding strategy by selecting one of six: last click; first position; first page; quality score; target ROAS (goal value); and smart pricing.

Setting up creative and bidding rules.

Creatives are where you can upload your ads and set the targeting, bidding and optimization for each one of them. DV360 supports two types of creatives: text and image (thumbnails) (previously known as GDN’s responsive display ads). It also allows advertisers to create multiple versions of creatives to test which one performs better. Discover and test new innovative formats on Ad Canvas and browse Google Web Designer customizable templates. Data-driven creatives

Bidding rules allow you to manage the bidding parameters for each campaign’s creativity (e.g., set a maximum bid). It also allows you to choose how much you are willing to pay per conversion. This setting can be either by device or by action.

Applying audience data and managing media buyers 

Audience data allows you to manage your audience lists and upload them into DV360. After creating your list, you can use it in a campaign or planning to target specific audiences based on their interests and behaviours related to the website they visit, the apps they use or the YouTube channels they subscribe to. For example, you can target users in the market for buying a new Smart Car by reaching them with an ad when they are searching for this car.

Buyers are those who bid on your campaign’s creative or video through DV360. You can add and manage buyers to your account. Each buyer has its own set of bidding rules and creatives they are willing to buy.

Reporting & Analyzing 

Google Analytics is where you can check your data, measure your results and optimize your campaign performance. DV360 provides several types of analytics, including cost-per-click (CPC), click-through rate (CTR), the auction insights report under the general Auction Insights tab in Audience & buyers, and Audience engagement report under the Audience tab. Google has combined the DoubleClick advertiser products and the Google Analytics Manager 360 Suite under a single brand.

Performance health alerts, quickly access data

Who works with DV360? 

With so many options for creative types, targeting, bidding strategies and optimization techniques, many tools are needed to work with DV360 effectively. These tools include: Google AdWords Editor, AdsWizz, AppNexus, OpenX, DoubleClick Bid Manager (DBM) and Invite Media.

In September 2016, Google released a set of features named Display & Video 360. The original version was called DoubleClick Bid Manager (DBM). It is a tool for advertisers to plan, buy and measure campaigns in Google’s ad exchange called AdX.

A quick overview of the Campaign Manager tool (the most popular) 

Campaign Manager is one of the most popular tools offered by Google Marketing Platform. It is a comprehensive tool that allows users to plan, design, manage, and measure their marketing campaigns. Campaign Manager provides users with access to a wide range of inventory and data and insights that can help them optimize their campaigns.

Why is DV360 important?

DV360 is the next step in Google Marketing Platform’s evolution, and it’s a powerful tool for programmatic media buying. With DV360, you can plan campaigns, design and manage creativity, organize and apply audience data, find and buy inventory, and measure and optimize campaigns all in one place. This makes DV360 an important tool for advertisers and marketers who want to make the most of their programmatic media buys.

What are some of DV360’s key features?

You’ll find new features that allow you to analyze performance across Display & Video 360 and take action on those findings, such as real-time reporting that allows you to view data in Display & Video 360 without having to wait for reports to export.

Some of DV360’s key features include:

  1. Media Planning campaigns: You can create detailed campaign plans, including target audience, budget, schedule, and placement.
  2. Designing and managing creativity: You can easily create, manage, and track your ad creatives.
  3. Applying right audience data: You can use DV360’s built-in audience targeting capabilities to find the right people to reach with your video ads.
  4. Manage High-Quality inventory: You can buy media from all of Google’s publisher partners, as well as many other exchanges and SSPs.
  5. Measuring and optimizing campaigns: DV360 provides detailed performance campaign metrics so you can track your new campaign progress and adjust them accordingly.

List the Five Integrated Modules:

The company’s new platform, named Display & Video 360, focuses on five integrated components that aid in the campaign management process.

Campaigns

The company’s new platform, named Display & Video 360, focuses on five integrated components that aid in the campaign management process. Campaigns are at the heart of DV360 and allow advertisers to oversee their digital advertising creative strategy. These campaigns can be used for brand awareness or direct response goals by pulling together various media channels like search ads, social media marketing, video ads or display ads into a single plan.

Audiences

When it comes to audiences, DV360 offers a plethora of targeting options. You can target by demographics (location, age, gender), interests (hobbies, favourite brands, etc.), and even purchase intent (recently searched for items). You can also target people who have already visited your website or interacted with your content somehow. This level of targeting ensures that your ads are seen by the people most likely to be interested in them.

Creatives Module

The creative module is part of a demand-side platform that allows you to design and manage creativity. This includes creating and editing ad units and managing the different assets that make up an ad, such as images, text, and videos. You can also use the creatives module to create dynamic remarketing lists and target audiences with specific ads.

Inventory

Inventory is the digital space where ads are placed. It can be divided into two types: direct and indirect. Direct inventory is sold by publishers or media companies, while indirect inventory is sold by ad networks, exchanges, and other intermediaries.

Insights

The Google Marketing Platform’s DV360 offers a wealth of insights for advertisers and marketers. With its comprehensive suite of tools, users can track campaigns and measure their performance in great detail, allowing them to make adjustments and optimize their efforts for the best results. Additionally, DV360 provides detailed reports on audience engagement so that users can better understand who is interacting with their campaigns and how. This valuable data can help inform future campaigns and targeting strategies.

How does DV360 compare to other DSPs?

DV360 is a very powerful tool, and it’s been designed to meet the needs of today’s advertisers and marketers. It offers a wide range of features, integrates well with Google’s other marketing products, and provides detailed performance metrics. Compared to other DSPs, DV360 is one of the most powerful options available.

If you want to make the most of your programmatic media buys, then DV360 is a tool you should consider using. It offers a wide range of features, and it integrates well with Google’s other marketing products. DV360 offers access to a myriad of publishers all in one place. And if you need help getting started, our team at Greenlight can guide you through the process.

Key features of DV360

The Smart Analytics dashboard is one of the most popular features, enabling marketers to find out what works best for them and providing a wealth of data.

Scalability

AdX is the Google Ad Exchange. You won’t have to search for sites you believe would be a good fit for your product or service since that’s all handled by AdX. Among the most popular and largest groups of publishers available, you’ve come to the correct site.

Audience targeting

Five distinct alternatives for generating your target audiences allow you to create a robust and vast audience that will see your advertising. You can choose from various existing target groups, such as foodies or gamers. You may also collaborate with a data provider like DV360 to construct your Audience that corresponds with the objectives of your marketing plan, such as women aged 18–34 who are interested in cosmetics and reside in a certain nation. These lists may also be used to filter, which is frequently overlooked. Suppression is a method of ensuring that your ad dollars are not used on impressions delivered to current customers.

End-to-end campaign management

The VAIO Care module, for example, combines all of your different speciality teams into a single platform to get the same data. Monitor Campaigns, Audiences, Creative, Inventory, and Insights are the five components of the program. When you’re creating analysis on audience performance, for example, your analyst will have access to all of the targeted audiences’ data, allowing them to provide context to the report.

DV360 VS GOOGLE ADS: WHAT’S THE DIFFERENCE?

The Google Display Ads (GDA) 

It’s a Google Ads-managed ad network that you can access through Google Ads. Only display advertising purchased by customers is allowed on the Google Display Network (GDN). However, the Google Display Network includes more than 2 million websites, videos, and applications where your Google Ads may appear. As a result, Google Ads is more appropriate for smaller advertisers who do not have the financial means to use programmatic display advertising.

DV360 is Google’s Demand Side Platform (DSP) 

This enables advertisers to purchase media directly from publishers or ad exchanges outside of Google’s network, providing the tools for buying and bidding.

Conclusion: 

If you’re looking for a comprehensive platform to manage all of your digital media buys, then Google Marketing Platform DV360 is worth checking out. In this article, we’ve taken a closer look at what it has to offer and how you can use it to get the most out of your campaigns. So far, we’ve found that DV360 is an extremely powerful tool with a lot of potential for businesses of all sizes. We hope you’ll find it as useful as we have! Have you tried using DV360 for your marketing campaigns? Let us know in the comments how it went.

Contact me if you would like to find out more about our services.

Rafal Chojnacki
Digital Marketing Strategist
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