It looks overwhelming at the beginning, but Display & Video 360 (DV360) brings together the features of Google’s advertising products into one unified platform, including Bid Manager, Studio, and Audience Center, for end-to-end campaign management. We have listed our favourite features.
Automated Bidding Strategies
As part of the upgrade from DoubleClick Bid Manager, DV360 benefits from advanced automation and bid strategies that use machine learning to improve campaign performance. DV360’s automated bid strategies automatically adjust bids based on the likelihood that an impression will perform well; if historical campaign data suggests that a particular impression will result in a purchase or click, the system will put in a higher bid. By learning from both failed and successful bids, the algorithms can predict the behaviour of your target audience.
As a result, as advertisers leave the algorithm to do its job, they no longer need to worry about analyzing engagement and conversion data to determine the best way to adjust the fixed bids – instead, looking at the overall picture of performance.
Bid Multipliers
Another great feature is bid multipliers, which can automatically increase or decrease a line item’s fixed CPM bid based on different criteria. It saves the advertisers a lot of time to have a single line item for many different contexts, instead of using multiple line items for each permutation of your targeting.
Trueview Campaign
Launched in 2019, through TrueView line items, advertisers using DV360 can now do ad sequencing on YouTube video campaigns.
Video ad sequencing allows advertisers to show a series of TrueView in-stream, bumper, or non-skippable ads in precise order as determined by the advertiser, to create a single narrative experience for the user. The bidding available in ad sequencing is Target CPM or Maximum CPV. While Target CPM is available for all YouTube formats (TrueView in-stream ads, Non-skippable in-stream ads, Bumper ads), the Maximum CPV is available only for TrueView in-stream ads.
The overall goal of TrueView is to combine the awareness strength of video advertising with the action-driving potential of direct response advertising. When implemented well, TrueView ads can provide insight into the effectiveness of the advertiser’s message and drive brand awareness without breaking the bank.
Custom Affinity/Custom Intent Audience
In DV360, there are two types of Custom List Targeting, Custom Affinity, and Custom Intent. It’s quite easy to define custom affinity audience and custom intent audience, the former one is much broader. Use Custom Affinity segment will target a larger and wider audience group whereas the Custom Intent segment is much more specific.
When using Custom Affinity targeting, enter the interests your audience is likely to have, and then DV360 will intelligently define an audience without unnecessarily limiting the scale of your campaigns.
Custom Intent audiences allow you to go beyond DV 360’s predefined In-Market categories and use your keywords, URLs (websites), and apps to reach specific people as they are making a purchase decision related to your product or service. For Display campaigns, use Custom Intent (Display, Video) to create a custom intent audience using in-market keywords — simply entering keywords and URLs related to products and services your ideal audience is researching across sites and apps.
As Google Marketing Platform experts we are always deep in the weeds of the platform and happily testing the newest features added, the above are a few favorites but the platform continues to be upgraded regularly. For any DV360 related needs, feel free to contact the team here at sales@bidmath.com
