Overview
Google’s demand-side platform is called DV360. A DSP is a technology platform that is used to purchase and manage programmatic advertising.
Advertisers utilize a DSP to specify preferences such as which audience traits to target, how much to spend on every ad that appears, and when to display their ads, among other things.
The DV360 parameters are then utilized to connect with a diverse variety of publishers who can reach the desired audience at the right price.
Ads are presented across several publishers who provide ad space on Google Ad Exchange (AdX) and other ad exchanges and networks with whom DV360 has direct connections.
What Is Dv360?
DV360, commonly known as Display and Video 360 (an extension of DoubleClick Bid Manager), is Google Marketing Technology’s demand-side platform for programmatic media buying.
It enables advertisers and marketers to activate media buys with complete control.
It provides a single solution for campaign planning, creative design and management, audience data organization and application, inventory discovery and purchase, and campaign measurement and optimization.
Why Is DV360 Important?
The most significant advantage of using DV360 within your marketing stack is increased efficiency. DV360 provides one-stop access to a plethora of publishers.
This gives a single platform for accessing, controlling, and reporting on all of your inventory, removing the need to work one-on-one with publishers.
Dv360’s Main Characteristics
DV360 provides a variety of capabilities to assist advertisers in reaching the proper audiences and improving campaign management. This includes the following:
1. Scalability
- AdX: Google’s Ad Exchange is available through DV360. You won’t have to go searching for sites that you believe would deliver the ideal audience for your goods or service. DV360 will locate them for you among the most extensive publisher databases accessible.
2. Audience Targeting
- DV360 provides five ways for establishing your target audiences, resulting in a large and diverse set of people who will see your ad.
You can select from thousands of pre-existing target groups, such as cooks or gamers.
You can also use DV360 to collaborate with a data supplier to create an audience that corresponds with the aims of your marketing strategy, such as women aged 18 to 34 who are interested in cosmetics and live in a given country.
Any of these audience lists can also be used to suppress, which is something that is sometimes ignored. One popular application for suppression is to guarantee that your acquisition ad funds are not wasted on impressions shown to current customers.
3. End-To-End Campaign Management
- DV360 integrates five modules so that all of your specialist teams may collaborate and access the same information on the same platform. Campaigns, Audiences, Creative, Inventory, and Insights are the five modules.
When developing an audience performance study, for example, your analyst will have access to all of the different audiences that were targeted, allowing them to provide context to the report.
How Does Dv360 Work?
- Collaborate across teams: Collaboration between teams: Share campaign data and insights with teams from media, creative, data, and analytics so that they can collaborate across disciplines.
- Gain control and transparency: See how your budget is being spent and where your ads are appearing across all of your campaigns.
- Get smarter, faster insights: Built-in intelligence throughout the product automates operations like bidding and optimization, as well as surfaces insights and recommendations automatically, allowing you to move swiftly to meet your goals.
Best Practices
1. Target Your Audience
DV360 makes target marketing simple, but keep in mind that the more groups you target, the more your budget will be divided among them. This means you’ll get a lot of impressions without having much of an influence on reach.
Begin with a few target audiences and then analyze the performance indicators to see what type of audience is responding best to your campaign. This allows you to make informed adjustments to your settings.
2. Consistent Effort
The DV360 is many things, but it is hardly a magic wand. Regardless of how advanced the platform is, it still requires ongoing human work.
Don’t abandon your marketing effort after it’s launched. Even if you’re utilizing automated bidding, keep an eye on its performance and make any necessary adjustments.
The innovative features of DV360 may persuade marketers to blindly follow the platform’s recommendations, but occasionally a personal touch is required to keep budget allocations and bid strategies on track.
3. Frequency Limiting
Frequency capping is a suggested tool on DV360 if you want to avoid spamming your clients with advertising over and over again, leading them to drop out of your customer circle.
Advertisers can utilize frequency caps to control how many times advertising is shown to a person during a given time. Because the DV360 allows you to set frequency down to the minute, use it judiciously and, preferably, follow earlier user reports.
4. Improve Audience Targeting
DV360 provides many audience targeting options for exploring unexplored markets and determining whether they respond well to your commercials.
You can continue to utilize your standard remarketing settings, but you can use the audience list recency to recall clients who viewed your page within the last 10 days.
Such features allow the company to gently remind potential buyers of the brand’s existence, which can significantly increase conversion rates.
5. Leave Out Converter Audiences
Exclude converter audiences to remarket to interested people without wasting money on those who have already converted.
If you’re on a tight budget, as many businesses are, it’s better to spend it wisely and prioritize remarketing for new acquisitions over advertising to existing customers.
Takeaway
We’ll agree that DV360 isn’t the easiest platform to learn, but it has so many tricks up its sleeve that you won’t be sorry you put in the work. Based on high-quality performance reports, use the platform to manage your marketing initiatives.
The capabilities of DV360 can be overwhelming for a newcomer, but if you follow our advice, your campaign numbers will skyrocket. Still not convinced? Get started with The Brisk on DV360 for your company and watch as the stats exceed your expectations.
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