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DV360 DSP Programmatic Campaign Best Practices

Google Display and Video 360 (DV360) is one of the most advanced programmatic advertising platforms. It allows extensive audience targeting through detailed audience lists. The document provides best practices for using DV360's key aspects like campaigns, audiences, creatives, inventory, and insights to optimize advertising performance. These include defining clear objectives, testing different audience segments, using relevant creative formats, selecting appropriate inventory, and combining insights for continuous optimization.

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Amarnath P
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2K views

DV360 DSP Programmatic Campaign Best Practices

Google Display and Video 360 (DV360) is one of the most advanced programmatic advertising platforms. It allows extensive audience targeting through detailed audience lists. The document provides best practices for using DV360's key aspects like campaigns, audiences, creatives, inventory, and insights to optimize advertising performance. These include defining clear objectives, testing different audience segments, using relevant creative formats, selecting appropriate inventory, and combining insights for continuous optimization.

Uploaded by

Amarnath P
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Google DV360 Best Practices

Google Display and Video 360 is one of the most advanced programmatic advertising platforms
today. Extensive audience lists allow for in-depth targeting compared to classic keyword
targeting in Google Ads.

Things to Keep in Check for a better campaign plan:

● Define clear campaign objectives


● Audience targeting
● Creative assets
● Ad placements
● Frequency capping
● Conversion tracking
● Optimization and A/B testing
● Budget pacing and bidding
● Reporting and analysis
● Compliance and brand safety
● Geofencing and location

The platform is based on five different modules:

● Campaigns
● Audiences
● Creatives
● Inventory
● Insights
CAMPAIGNS:

CAMPAIGN BEST PRACTICES:

Creating successful DV360 (Display & Video 360) campaigns involves strategic planning,
thoughtful execution, and continuous optimization. Tips for creating successful DV360
campaigns:

● Use negative display keywords to prevent your ads from appearing in irrelevant
content.
● Use remarketing to reach people who have already visited your website.
● Use cross-device targeting to reach people who are using multiple devices.
● Use DV360's integration with other Google products, such as Analytics and Search
Console, to get a complete view of your marketing performance.

Types of automated bid strategies

● Maximize performance -

Maximize {KPI} while prioritizing spending my total budget, Maximize clicks/Maximize


conversions while prioritizing a target {KPI}, and Maximize installs (App install line items
only).

Note: We can Limit the maximum average CPM & Prioritize deals over open auction inventory.

To minimize the impact on performance and maximize spend on deals:

Set up an insertion order that exclusively consists of line items targeting deals.
Apply this setting to ensure bids below the floor do not impact the pacing of targeted deals.
Apply automated bidding settings at the line item level, with specific budgets for line items
targeting Deals or Open auctions.

● Maximize brand -

Maximize for: Viewable impressions (display and video), Impressions that were viewable for
at least 10 seconds (video only), and Completed in-view and audible impressions (video
only).

Note: Use While prioritizing a target viewable CPM to optimize your bid based on the probability
that an impression will be viewable.
Levers available to control from the campaign level:

● Campaign Objective
● Audience targeting (Exclusions, Retargeting)
● Creative assets
● Ad placements
● Frequency capping
● Conversion tracking
● Optimization and A/B testing
● Budget pacing and bidding
● Reporting and analysis
● Compliance and brand safety
● Geofencing and location-based targeting
● Multi-touch attribution

Note: It is best practice to split the campaigns based on inventory use, placements, device,
location and creative types if we have enough budget to allocate them wisely, which also helps
to know the potential opportunities and maintain the campaigns easily.

AUDIENCE:

AUDIENCE BEST PRACTICES:

Experiment with all the available audience categories, such as In-Market, Affinity, Custom Intent,
Lookalike, Remarketing & Website Visits.

In Display & Video 360, you can use audience list targeting to target the following:

● First-party audiences
● Third-party audiences
● Google audiences
● Combined audiences
● Custom lists (Custom affinity and Custom intent)

Note: It is best to test all the available audiences but allocate more budgets to the first-party &
best-performing audience historically, which directly have an objective of conversion and have a
low CPA.
CREATIVES:

CREATIVE BEST PRACTICES:

When creating and uploading videos, consider the following specifications, and make sure your
brand’s logo or app icon is present in the video.:

● File format: .mov or .mp4


● Dimensions:
● Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080
● Portrait/vertical: 720 × 1280, 1080 × 1920, or 1080 × 1440
● Codec: H.264
● Frame Rate: 23.98 or 29.97
● Bitrate: At least 20 Mbps
● No black bars or letterboxing

- Opt for Shorter Video Durations (15-second videos have higher completion rates than 30- and
60-second videos, given audiences’ shorter attention spans. If you need to prioritize one video
length, opt for 15 seconds. 6 sec are best for vertical videos)

AVAILABLE VIDEO FORMATS

● Instream: A video ad that plays before (Pre-Roll), during (Mid-Roll), or after (Post-Roll)
video content.
● Outstream: A video ad that plays out of a stream of video content.
● Vertical Video: A video ad filmed and played in a vertical or portrait orientation instead
of the traditional landscape.
● Longform: A video ad is typically considered long-form if it’s over 60 seconds. However,
there is no industry standard length.
● YouTube: A video ad that plays a brand’s YouTube video across YouTube and Google
video partner sites and apps.
● Native: A video ad that plays natively in content specifically designed for a web page or
app to limit user experience disruption. (Native placements include branded videos,
sponsored articles, and content feeds.)

Note: Longform video is best used by a brand that must convey its message in more than 30 or
60 seconds.
INVENTORY:

INVENTORY BEST PRACTICES:

Available Inventories & its characteristics:

● Display inventory (Wide reach, Visual impact & Creative flexibility)


● Video inventory (High engagement, Emotional storytelling & Brand exposure)
● Audio inventory (Targeted reach, Multi-tasking opportunity & Voice and audio branding)
● Native inventory (Improved user experience, Higher visibility & Contextual relevance)
● Social inventory (Extensive audience reach, Social engagement & Advanced targeting
options)
● Digital Out-of-Home (DOOH) inventory (Out-of-home reach, Large format impact &
Contextual targeting)
● Connected TV (CTV) inventory (Premium, non-skippable ad experience, Targeting
capabilities & Extended reach)
● Programmatic Guaranteed inventory (Premium placements, Control and certainty &
Streamlined workflows)
● Local inventory (Geo-targeting capabilities, Local relevance & Hyperlocal targeting)
● Programmatic Print inventory (Targeted reach, Brand association & Cross-media
campaigns)

Note: Choose the inventories based on the objective & budget availability to test and prioritize.

INSIGHTS:

Important insights to look at:

● Performance Insights (Key Metrics, Creative Performance)


● Audience Insights (Demographics, Affinity and In-Market Segments)
● Placement Insights (App & Sites, Inventory, Deals)
● Contextual Insights (Content Categories, Brand Safety)
● Conversion Insights (Conversion Tracking)

Note: Combine multiple insights (e.g., performance, audience, contextual) to gain a holistic
understanding of campaign effectiveness and identify correlations or opportunities for
improvement.
To effectively use Audience Insights in DV360, follow these steps:

● Explore Demographics: Explore the demographic information provided, such as age,


gender, location, and language. Understand the composition of your audience and
determine if it aligns with your target market.

● Analyze Interests and Behaviors: Dive into the interests and behaviors of your
audience. Identify the topics and categories they are interested in and use this
information to refine your targeting and ad creative strategies.

● Discover Affinity and In-Market Segments: Take note of the affinity and in-market
segments provided. These segments highlight specific interests and purchase intent,
giving you insights into the preferences and needs of your audience.

● Apply Insights to Campaign Optimization: Use the insights gained from Audience
Insights to optimize your campaigns. Adjust your targeting settings, refine your
messaging, and create personalized ad experiences that resonate with your audience's
interests and behaviors.

● Test and Iterate: Continuously monitor your campaign performance and iterate based
on the insights gained from Audience Insights. Test different audience segments, ad
formats, and creative variations to optimize your campaigns for better results.

Things to explore in DV360:

● Dynamic Creative Optimization (DCO) (personalized and dynamically optimized ad


creatives)
● Reporting and Insights (comprehensive reporting)
● Cross-Channel Integration (CM360.SA360,GA4)
● Creative Formats (display, video, native, and audio)
● Programmatic Buying Strategies (real-time bidding (RTB))
● Regional targeting and Proximity targeting
● Category targeting (based on the type, or category, of a website)
● Frequency Control (frequency cap your different ad placements)
● Fraud Prevention & Brand Safety (DoubleVerify and IAS)

For more details/help setting up your DV360 campaign by keeping all best practices in mind,
contact [email protected].

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