Google Display & Video 360 (DV360) is a powerful programmatic advertising platform designed to help marketers reach their audience with display and video ads across multiple channels. Whether you’re new to digital advertising or currently using paid search looking to scale your campaigns, DV360 offers the tools you need to plan, execute, and optimise campaigns effectively.
Quick Overview
DV360 is used to run programmatic display and video campaigns across Google's inventory and partner sites with advanced targeting and reporting capabilities.
Yes, a Google Ads account is required before you can request access to DV360 through your agency or Google representative.
What Does ‘DV’ Stand For?
‘DV’ stands for Display & Video 360. It’s an all-in-one platform from Google that enables advertisers to run programmatic campaigns across display, video, TV, audio, and more—all in one place.
Creating an Account
To use DV360, you’ll need a Google Ads account. If you already advertise with Google, you’re halfway there. Once your Google Ads account is set up, you can request access to DV360 through a Google representative or authorised partner. After gaining access, add your billing details and you’re ready to begin building campaigns.
Navigating the DV360 Interface
The DV360 interface is designed to be intuitive and customisable. The main dashboard gives you a clear view of your campaigns and performance metrics. With dedicated tabs for creatives, audiences, inventory, and reporting, you can easily navigate through settings and tools. You can also customise your workspace to prioritise the information most relevant to your workflow and content marketing strategy.
Setting Up Your First Campaign
Start by defining your campaign goals. Are you focused on building brand awareness, increasing website visits, or driving conversions? Once you’ve clarified your objective, choose the appropriate campaign type, set your budget, and schedule your campaign. These early steps help align your strategy and ensure efficient use of resources.
- Use custom affinity audiences to reach niche markets.
- Leverage lookback windows for remarketing precision.
- Enable viewability targeting for more effective impressions.
Targeting Your Audience
DV360 offers advanced audience targeting tools, allowing you to use both first-party data and third-party insights. You can create detailed custom segments based on demographics, behaviours, or interests. Testing different audience combinations can help you discover what performs best and refine your targeting over time.
Creating Compelling Ads
When building your ads, focus on what sets your brand apart. Use strong visuals, clear messaging, and a direct call to action. DV360 supports a wide variety of ad formats, so choose one that fits your objective. You can also use dynamic creative features to personalise ads based on audience segments.
Monitoring and Optimising Performance
Once your campaign is live, keep a close eye on performance metrics such as impressions, clicks, and conversions. DV360’s dashboard offers real-time reporting to help you identify trends and make data-driven decisions. Regular performance reviews will allow you to adjust bids, targeting, and creatives for better results.
A/B Testing and Experimentation
DV360 makes it easy to test ad variations through A/B testing. You can experiment with different creatives, messaging, or targeting strategies, then analyse which performs best. You also have the option to use automated tools and machine learning to optimise campaigns based on real-time performance data.
Using Advanced Features
As you become more familiar with DV360, take advantage of advanced features like Dynamic Creative Optimisation (DCO), programmatic guaranteed deals for premium placements, and cross-device targeting. These tools can help you deliver more relevant ads and extend your reach across platforms and devices.
