The Complete Beginner’s Guide to Display & Video 360

Digital marketing is a complex and ever-evolving field, with an array of tools and platforms available to help businesses reach their target audience. Google’s Display & Video 360 (DV360) is one such tool, designed to streamline the process of planning, executing, and measuring digital marketing campaigns. In this comprehensive beginner’s guide, we’ll explore what DV360 is, its key features, and how to get started with your first campaign.

Understanding Display & Video 360 (DV360)

Display & Video 360, often abbreviated as DV360, is a comprehensive advertising platform developed by Google. It is part of the Google Marketing Platform, which includes other tools like Google Analytics, Tag Manager, and Data Studio. DV360 is primarily focused on programmatic advertising, which means it automates the buying of display, video, and audio ads across a wide range of publishers and ad exchanges.

Key Features of Display & Video 360

DV360 offers a range of features that make it a powerful tool for digital marketers. 

1. Programmatic Buying

DV360 allows advertisers to use real-time bidding to purchase ad inventory across a vast network of publishers. This means your ads are shown to the right audience at the right time, optimizing your advertising spend.

2. Cross-Channel Advertising

You can create and manage various ad formats, including display banners, video ads, and audio ads, all from a single platform. This makes it easier to run coordinated multi-channel campaigns.

3. Audience Targeting

DV360 offers advanced audience targeting options. You can define your audience based on demographics, interests, browsing behavior, and more, ensuring your message reaches the right people.

4. Brand Safety and Verification

The platform provides tools to ensure your ads are displayed in safe and reputable environments. It also includes ad verification features to prevent ad fraud and track viewability.

5. Reporting and Insights

DV360 offers robust reporting and analytics, allowing you to track the performance of your campaigns. You can measure key metrics like impressions, clicks, conversions, and more.

Getting Started with Display & Video 360

Now that you have a basic understanding of what DV360 is and what it can do, let’s dive into the steps to get started with your first campaign.

1. Access DV360

To use DV360, you need to have a Google Marketing Platform account. If you don’t have one, you’ll need to set up an account and gain access to DV360.

2. Set Up Your Campaign

Once you have access to DV360, it’s time to create your first campaign. Follow these steps:

Define Your Campaign Goals: Start by setting clear objectives for your campaign. Would you like to enhance brand recognition, increase website traffic, or enhance sales? Understanding your goals is essential.

Select Ad Formats: Choose the ad formats that align with your campaign goals. DV360 supports display, video, and audio ad formats. You can also create responsive display ads that adapt to different placements.

Set Budget and Bidding Strategy: Determine your budget and the bidding strategy you want to use. Options include cost-per-thousand impressions (CPM), cost-per-click (CPC), and cost-per-acquisition (CPA).

Choose Targeting Options: Define your target audience based on demographics, interests, and behavior. You can also use first-party data or create lookalike audiences.

Set Placement and Scheduling: Specify where and when you want your ads to appear. You can target specific websites, apps, and even specific days and times.

3. Create Your Ad Creatives

Now that your campaign parameters are set, it’s time to create your ad creatives. Ensure that your ad creatives are compelling, visually appealing, and aligned with your campaign goals.

4. Launch and Monitor Your Campaign

Once everything is set up, launch your campaign. Monitor its performance in real-time through the DV360 dashboard. Make adjustments as needed to optimize your campaign for better results.

5. Analyze and Optimize

After your campaign has run for a while, dive into the reporting and analytics provided by DV360. Look at key performance indicators (KPIs) and identify areas for improvement. Make data-driven decisions to refine your campaigns for better results.

Best Practices for Success with DV360

As you start using DV360, here are some best practices to keep in mind:

Regularly review and adjust your targeting parameters based on the performance data.

Utilize the reporting and analytics features to make informed decisions.

Stay up-to-date with industry trends and updates to DV360 to take advantage of new features and capabilities.

In conclusion, Display & Video 360 is a powerful tool for digital marketers to plan, execute, and measure advertising campaigns. With its programmatic buying capabilities, advanced targeting options, and comprehensive reporting, it can help you reach your marketing goals more effectively. By following the steps outlined in this beginner’s guide and adhering to best practices, you’ll be well on your way to success in the world of digital advertising with DV360

Source – Google Marketing Platform

Note – If you are looking for a Programatic Advertising Course. Please refer to our Instructor Lead 1-0-1 Course.