Following on from yesterdays look into Google’s SA360, today we take a similar view on its sister platform, DV360.

In today’s digital landscape, effective advertising requires a comprehensive and powerful platform. Google’s Display & Video 360 (DV360) stands out as a leading choice for marketers aiming to reach their audience across the web with precision and efficiency. Here are some of the latest best practices to help you maximize the potential of DV360:

1. Utilize First-Party Data and PAIR

Leverage your first-party data effectively by incorporating it into DV360. Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR) helps you connect your first-party data with publishers’ data. This not only respects user privacy but also ensures your ads reach the right audience without sharing your data with other advertisers.

2. Implement Advanced Targeting Options

DV360 offers advanced targeting options that allow you to reach specific audience segments based on behavioral, demographic, and contextual data. Use integrated tools like Custom Affinity Audiences and Custom Intent Audiences to tailor your campaigns to the most relevant users.

3. Embrace Automated Bidding and Budget Allocation

Similar to SA360, DV360 also provides powerful automated bidding strategies. Automatic budget allocation and bid management tools help you achieve optimal performance by adjusting allocations in real-time based on campaign goals, budgets, and market dynamics.

4. Integrate with Google Marketing Platform Tools

Take advantage of DV360’s seamless integration with other Google Marketing Platform tools like Analytics 360 and Campaign Manager 360. This integration provides a holistic view of your campaign performance, allowing you to make data-driven decisions and optimize across different channels.

5. Stay Updated with New Features and Innovations

Google continues to update DV360 with new features and enhancements. Regularly explore new capabilities like PAIR and other privacy-preserving solutions. Additionally, keep your team updated with the latest training and certifications to ensure you’re leveraging all of DV360’s functionalities effectively.

By following these best practices, you can optimize your campaigns and drive better results with Google’s Display & Video 360 platform. Stay ahead by continuously adapting to the latest digital marketing trends and maintaining a keen eye on new features and tools.

What do you need to know when picking up an established DV360 account?

As a frequent contractor, I often get asked to dice into a clients account and “pick up where the other guy left off” as if its just that easy. With that in mind, here is a list of things. I tend to go through them with my employer on day -1. This gives me a better chance of hitting the ground running. You employer may or may not know the answers (these secrets may have left the building), but the more information you have, the quicker you can get up to speed!

Account and Campaign Insights

1. Can you provide an overview of the current DV360 account structure? Understanding the layout and organization of the account, including how campaigns, line items, insertion orders, and creatives are categorized, is crucial.
2. What are the primary goals and KPIs for our DV360 campaigns? Knowing the key performance indicators (KPIs) and goals ensures your efforts align with the business objectives.
3. What has been the historical performance of current and past campaigns? Getting a sense of what has worked or what hasn’t will inform your strategic decisions and optimizations.

Targeting and Audiences

4. Who are our target audiences, and how are they currently being reached? Understanding the demographics, interests, and behaviors of your target audience helps refine your targeting strategies.
5. Are there any existing audience lists or segments that we should prioritize? Knowing which audience segments are already set up can save time and improve targeting efficiency.

Creative and Messaging

6. What creative assets are we using, and how are they organized? Having a clear understanding of readily available creative assets and their performance can inform future campaigns.
7. Is there a brand style guide or messaging framework in place? Ensuring consistency in branding and messaging is key to maintaining the company’s voice and standards.

Budget and Bidding

8. What is the allocated budget for each campaign or campaign segment? Knowing the budget helps in planning and prioritizing your efforts effectively.
9. Are there any specific bidding strategies or constraints? Understanding your bidding limits and strategies essential for ensuring budgets are utilized effectively.

Tools and Integrations

10. Which tools and integrations are currently being used alongside DV360? Understanding the broader ecosystem of tools (like Google Analytics 360, Campaign Manager 360) can provide a holistic view of performance and strategies.

Reporting and Analytics

11. What metrics and reports are critical to stakeholders? Knowing which data points stakeholders prioritize helps tailor your reporting to their needs.
12. How frequently are performance reviews and reports required? Setting expectations for the frequency and detail of reporting ensures ongoing transparency and accountability.

By asking these questions, you’ll gain a thorough understanding of the account and can hit the ground running with confidence. Let me know if you need anything else as you prepare for this new venture!