Nowadays, advertising is necessary, and if your brand is wondering where to begin, you must know the differences between Google Ads vs. DV360 as it is essential. Further, video advertising is becoming an essential marketing strategy. In the current scenario, users prefer to see videos compared to other things. Due to all these reasons, marketers are investing more in videos.
When it concerns paid video, a platform like YouTube is an ideal option. Even though users go to YouTube to see any kind of videos that they want. However, Google Ads is an advertising platform that is primarily concerned with paid search activity.
When it comes to the display and video 360 platform, it is used for display, video, audio, and more. Even though both platforms are the most suitable tools for advertising work, they have their own advantages. But there are a number of differences that you must remember when choosing a platform when you want to do advertising.
It is quite evident that there are numerous methods for advertising, but it becomes necessary to make an informed decision. When you know all the relevant details, then you understand things in a bigger picture. In addition, you can go ahead with the decision that is necessary for your brand’s marketing objective. When you know the most suitable platform, you should analyze things that go well with your campaign’s objective.
What is Google Ads?
The other name of Google Ads is Google Adword, an advertising platform. By taking support of this platform, marketers can run ads on Google search and partners, YouTube, etc. The entire system works partly on cookies and keywords. When these ads are purchased it depends on various factors like the amount that a marketer is willing to pay, keywords, etc.
What is Display & Video 360 (DV360)?
The Display and Video 360 (DV360) platform are especially used at a business level. Conversely, Google Ads is used by small and medium-sized businesses. However, DV360 is the platform that falls under the Google marketing platform. Further, it merges with Studio, Campaign Manager, and Google Analytics. Thus, its integration permits marketers to go ahead in purchasing targeted advertising by utilizing first-party data. In addition, it gives buyers more powerful targeting capabilities and optimization options.
Types of Google Ads
- Search – It can be visible in front of high-intent customers at the correct time on Google search.
- Performance Max– Reach out to your target audience all over Google by running a simple campaign.
- Display– You can reach customers across various sites with engagement and creativity.
- Shopping -Highlight your products to your buyers as they explore more while buying.
- Video -You can reach out to viewers on Youtube and acquire conversions.
- App -Drive downloads and improve your engagement score for your app.
- Smart -Reach out to your clients with a one-stop solution, especially for small businesses.
- Local -Improve customer foot traffic to your physical store.
- Discovery -Run ads easily on Youtube, Gmail, etc.
GDA Advantages:
Here are some of the advantages of Google Display Ads that are present below-
CPC Bidding
When it is concerned with Google Ad word you have to pay through CPC bidding as it is the only method. With this platform, a PPC marketer has to pay when a user clicks on that particular banner.
New features
Google has its exclusively owned Display Advertising Platforms Google Ads and is continuously upgrading itself with new features concerning audience reports. Moreover, it monitors the customer pattern also which is an essential attribute.
Smart Display Campaigns
Google Ads is highly concerned with automation and ease of set-up, and that’s how Google’s display format is. Advertisers’ job is to upload images and headlines and set a target CPA. Afterward, the algorithm will do the rest of the work. Thus, the automated creation is automatically optimized based on the click-through rate. When it concerns bids, they are optimized automatically to reach the targeted CPA objective.
Gmail Targeting
Another asset of this platform is that it gives access to advertisers where they can showcase relevant marketing messages. All these messages will be present in the Gmail inbox. If you want to gather more detail on this, then it can be easily found on Gmail. Most importantly, it will help you to acquire excellent results by reaching your customers.
DV360 Advantages:
Here are some of the advantages of Display and Video 360 (dv360)-
Efficient and Large Scale Reach
One of DV360’s strengths is that it is efficient and has a large-scale reach as it matters the most. Branding and insights-driven engagement become the best alternative to identify new users. This platform is ideal as it guarantees control over the viewability and safety of the brand. The ability of view targeting can be possible through Active View measurement, which is present as a targeting option. In addition, this option contributes significantly to improving Ad Formats Comparison spend efficiency. Besides this, it also prevents your brand from serving next to inappropriate content. Plus, it has third-party verification tools that significantly enhance your brand safety and ad fraud.
Extensive Audience Buying Capabilities
This platform has recognized advertisers’ need to present unique content on well-established sites. Some of the deals like Private Marketplace (PMP) and Programmatic Guaranteed (PG) can be negotiated easily within all the interfaces. Another vital thing is that it provides a direct media buying option. Most importantly, it provides you with greater flexibility concerning targeting capabilities. Further, it ensures that brands are targeting the right person at the right time.
Insights-Based Reporting
You can easily get the reports through if your display activity concerns acquiring insights and understanding your target segment. With the reports on audience composition and audience performance then you can understand how third-party lists are performing. Even though the reach reports offer additional insights where you will know the number of viewers reached by your display campaign.
Why use Display & Video 360 (dv360)instead of Google Ads?
Here are some of the reasons that will tell you why you should use Display and Video 360 instead of Google Ads-
It has access to more inventory
The best attribute of the DV360 platform is that it gives access to more inventory. It seems to be one of the most effective demand-side platforms in the world. Besides this, it facilitates several ads exchange, including Google Ads Exchange. From there onwards, marketers can purchase and take in charge of their inventory. It has a broader range of creative types that aren’t available in Google ads.
Provides advanced cross-channel reporting and audience activation through Floodlight Activities
Another significant asset of this platform is its ability of cross-channel reporting which proves to be useful. In this network, floodlight activities are the tracking system. It offers a framework where you can analyze cross-channel campaigns on digital media and the web. Many leading organizations are taking support flood line activities to-
Build and activate audiences
Likewise, in paid search, you can build and activate your audience by taking support of this platform. Moreover, this platform is highly based on flooding tags. You get the access to create conversions that are associated with specific actions taken on your site. Besides this, it will tell you about the engagement of your digital media campaigns. Plus, it will let you acknowledge audience segments and give indications concerning ongoing digital media. Some organizations get access to instantly activated email and mobile audiences through integrating Google Analytics 360.
Track and report on conversions
With floodlight activities, you can track and report on conversions as it is essential. Further, it will give you vital details regarding specific actions concerned with your site.
Inform your web analytics through integration
Another advantage of this platform as it informs your web integration between Google analytics GA 360 and Display and Video DV 360. When the organizations use them then it becomes easier to see reporting by intervention and importing that particular campaign. Thus, it gives a bigger picture of the entire journey where the users have engaged with an ad.
Leverage all the different buy types available in Display & Video 360 (DV360)
In comparison to Google Ads, this platform is very flexible in the options for buying. Plus, you get options looks preferred deals, programmatic guaranteed deals, etc. All these indicate that an advertiser can improve security and transparency. All this can be accomplished because of the presence of numerous buying options during the auction.
More detailed optimisation goals
With DV 360 you get more detailed optimisation than Google Ads. Moreover, it can potentially create more advanced bidding that enhances your campaign performance. Here you will know the points related to different optimization goals that are present in both of the platforms-
| Google Ads | Display and Video 360 |
| Target CPM, Maximum CPM, and Viewable CPM | Maximise Viewable Impressions |
| Maximise Clicks, Manual CPC Bidding, and Enhanced CPC | Maximise Clicks |
| Target CPA | Minimise CPA |
| Maximum CPV | Maximise Completed in- view and audible (Video) |
| Maximise Conversions | Maximise viewable for at least 10 seconds (Video) |
| Maximise ROAs | Maximise Conversions |
| Custom optimisation (Tag Guaranteed Deals) |
Integrates with 3rd party tools that improve performance
Its integration with 3rd party tools that improve performance proves to be another plus point of this platform. Moreover, it allows advertisers to enhance the efficacy and regulation of their ads. Further, it will help in targeting your audience through a consent-based third party. Some of the third-party services can enhance the verification services that can improve how and when your ads display. In addition, it also compliments how the Google Ads Smart Campaigns are set up for viewability and prevention of fraud. There can be a possibility that some of the organizations are looking for a multi-moment level of brand suitability. Thus, it provides verification tools that increase the impact of ads as they showcases in front of the right audience. Besides this, it ensures that it is protected from any kind of ad fraud.
People also search:-
A platform like DV360 is the demand side platform of a search engine like Google. Moreover, it is a platform that seems to be suitable for buying and running programmatic advertising.
The term placements signify the location where your ad will appear. Further, it can be a website or a specific page of the site.
Google Ads works on the auction and each auction decides which ads will appear at the moment. Display and Video 360 is the platform for advertisers to do the bidding and purchase inventory from publishers.
Conclusion
In this article, you’ve learned Google Ads vs. Display & Video 360: Which should you use for your business? Besides this, you will understand all the things that are concerned with it. But you have to make your mark. In this case, you want professional help developed for each situation you face. You will need a digital marketing agency to survive in the aggressive marketplace segment. Therefore to solve your queries related to Digital Marketing Strategies, you can take help from the SkySeoTech team. Our marketplace specialists will assist you in solving all of your problems regarding SEO Services and other Digital Marketing services. Kindly touch on the websites that are present below.
