1 - DV360 Tutorial - DV360 VS Google Ads - Programmatic Advertising

Summary

In this video, we explore seven key differences between Google Ads and DV360, two powerful Google advertising platforms. Google Ads is ideal for small budgets and allows campaign creation for search, display, and video ads, while DV360 is a more advanced platform catering to larger companies and agencies. DV360 offers wider reach, more control over placements, and advanced audience targeting options, including third-party data integration. We also discuss campaign types, placement selections, and inventory buying options. Lastly, we dive into the history of these platforms and highlight integration features. The video is part of a series on mastering DV360 campaigns.

Takeaways

• 😀 Google Ads was previously called AdWords, while Display & Video 360 (DV360) was formerly DoubleClick Bid Manager (DBM).
• 😀 Google Ads is designed for smaller advertisers and professionals with limited budgets, while DV360 is intended for large companies and advertising agencies.
• 😀 Google Ads allows anyone to create an account and start advertising, while DV360 requires approval from Google or an authorized reseller.
• 😀 In Google Ads, you can run search, shopping, display, Gmail, and YouTube campaigns, but DV360 doesn’t support search and shopping ads, focusing on display, video, and audio campaigns.
• 😀 Google Ads only runs display ads on the Google Display Network (GDN), while DV360 has access to ads across 90% of websites and apps globally, including OTT platforms.
• 😀 Google Ads allows limited placement selection within the GDN, while DV360 gives full control to select placements on any website or app worldwide.
• 😀 DV360 offers three types of inventory buys: open auction, private marketplace (PMP), and programmatic guarantee, giving more control over inventory purchasing compared to Google Ads.
• 😀 Google Ads targets audiences based on affinity and in-market audiences, whereas DV360 provides access to third-party audiences from data providers like Oracle.
• 😀 DV360 integrates with Data Management Platforms (DMPs) and DoubleClick Campaign Manager (DCM) for advanced audience targeting and creative management, while Google Ads lacks these integrations.
• 😀 Google Ads was developed by Google, while DV360 was acquired by Google in 2008 as part of its purchase of DoubleClick and its marketing platforms.

Q & A

What are the key differences between Google Ads and DV360?

The key differences between Google Ads and DV360 include campaign types, reach, placement selection, audience targeting, inventory buying options, integrations, and the intended users. Google Ads is suitable for small budgets and individual advertisers, while DV360 is meant for larger companies and agencies with a higher minimum budget.

How has the naming of Google Ads and DV360 changed in recent years?

Google Ads was previously called AdWords, and DV360 was formerly known as DoubleClick Bid Manager (DBM). These names were updated in the last one or two years.

What types of campaigns can you run on Google Ads?

On Google Ads, you can run search, shopping, display, Gmail, and YouTube campaigns. However, you cannot run video and audio campaigns directly.

What types of campaigns are available on DV360 that are not on Google Ads?

DV360 allows you to run video and audio campaigns, which are not available in Google Ads. Video campaigns on DV360 are different from YouTube campaigns as they involve uploading a video file to be advertised across various websites and apps.

What is the reach difference between Google Ads and DV360?

Google Ads has a more limited reach, as display ads only appear on the Google Display Network (GDN), which consists of websites that have partnered with Google. On the other hand, DV360 has a much wider reach, appearing on 90% of websites and apps globally, including inventory on OTT platforms like on-demand and live-streaming TV channels.

How does placement selection differ between Google Ads and DV360?

Google Ads offers limited placement selection, where you can choose specific websites or apps within the GDN. DV360 provides much more control, allowing advertisers to select placements from any website or app worldwide and even categorize them (e.g., sports, news).

What types of inventory buying options are available on DV360?

DV360 offers three types of inventory buys: Open Auction (similar to Google Ads but with wider reach), Private Marketplace (PMP), and Programmatic Guarantee deals. Private Marketplace allows for exclusive inventory purchasing from selected publishers, while Programmatic Guarantee involves negotiating fixed impressions with publishers.

What advanced audience targeting options are available in DV360 compared to Google Ads?

DV360 offers more advanced audience targeting than Google Ads. While Google Ads provides affinity and in-market audiences, DV360 also allows access to third-party audiences from data management platforms (DMPs) like Oracle, which provide deeper user behavior data.

How do integrations in DV360 differ from those in Google Ads?

Google Ads does not support integrations for audience targeting or ad servers, whereas DV360 allows integration with DMPs for enhanced audience targeting. It also integrates with DCM (DoubleClick Campaign Manager) for better creative asset management and tracking.

What is the historical background of Google Ads and DV360?

Google Ads was developed by Google itself, while DV360 comes from DoubleClick, a company Google acquired in 2008. DoubleClick had a suite of marketing platforms, including DoubleClick Bid Manager (DBM), which was rebranded as DV360 after Google's acquisition.