Managing your online marketing campaigns can be a tiresome ordeal – and moreover inefficient when it comes to measuring and reporting performance. Using a demand-side platform like DV360 can ease the marketing burden. But what platform do you choose?
Display and Video 360 or DV360 is Google’s display advertising platform for programmatic media buying. DV360 comes with several benefits for advertisers and can be a helping hand in optimizing your marketing campaigns.
Best practices of DV360
1. Narrow down your audience
DV360 makes target marketing a breeze but keep in mind that the more audiences you target, the more your allocated budget will be broken down for each audience. This means you’ll gain a lot of impressions without actually making a big impact on reach.
So start off with a few target audiences and then analyse the performance metrics to see what kind of audience is reacting best to your campaign. This way you can make well-informed changes to your settings.
2. Continuous effort
DV360 is a lot of things, but a magic wand is not one of them. As advanced as the platform may be, it still requires continuous human effort. Once your marketing campaign is set up, don’t leave it to rot. Even if you’re using the automated bidding features, keep checking up on its performance to make any necessary adjustments.
The ground-breaking features of DV360 may tempt marketers into following the platform recommendations without a second thought, but sometimes a personal touch is required to keep budget allocations and bid strategies on track.
3. Frequency capping
If you want to avoid spamming your customers with ads over and over again, forcing them to drop out of your customer circle, frequency capping is a recommended tool on DV360.
Frequency caps give advertisers the choice to control how many times an advertisement will be displayed to a user over a certain time period. DV360 offers control over frequency down to the minute, so make sure you use it wisely and, preferably, according to prior user reports.
4. Maximise audience targeting
DV360 offers several audience targeting opportunities to explore untapped markets and see if they respond well to your advertisements.
You can continue to stick to your usual remarketing settings but feel free to use the audience list recency to act as a reminder to customers who visited your page within the last 10 days.
Such features allow the business to gently remind potential customers of the brand’s presence and can dramatically drive up conversion rates.
5. Exclude converter audiences
Exclude converter audiences so that you can remarket your ads to interested parties without wasting money on those who have already converted.
If you’re working on a low budget, as many companies do, it’s good to be smart with your money and prioritise remarketing for customer acquisition rather than advertising to customers that have already bought.
We’ll admit that DV360 isn’t necessarily the easiest platform to get acquainted with but it’s got so many tricks up its sleeve, you won’t regret the effort you put in. Use the platform to manage your marketing campaigns based on top-quality performance reports.
The features of DV360 are overwhelming for any beginner but if you keep our tips in mind, your campaign numbers will improve drastically. Don’t believe us? Get started on DV360 for your business and watch as the numbers outgrow your expectations.
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