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</span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Google Ads vs Google Display & Video 360</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/201807-Ads-vs-Display360.png" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>Google Ads vs Google Display & Video 360</h1><p class="author">von Siegfried Stepke</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">04. Juli 2018</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 6</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Sowohl das Google Display Network (GDN) als auch der DoubleClick Bidmanager (DBM) bieten programmatische Einkaufsmöglichkeiten von Display Bannern, Video Ads und Native Ads. Doch wo liegt der Unterschied? Wann und zu welchem Zweck verwende ich das Google Display Network, wann den Double Click Bidmanager? Im folgenden Artikel zeigen wir die Unterschiede der Systeme anhand von verfügbarem Inventar, Werbemitteln/Creatives sowie Bidding, Targeting, Analyse und Handling Möglichkeiten. </p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="26729" class="elementor elementor-26729" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-3e34308 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3e34308" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3c54d42e" data-id="3c54d42e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-4818d773 elementor-widget elementor-widget-heading" data-id="4818d773" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Das ehemalige AdWords Display Network (GDN) vs DoubleClick Bidmanager (DBM)</h2> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1612781 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1612781" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a53162c" data-id="a53162c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e9159a0 elementor-widget elementor-widget-text-editor" data-id="e9159a0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>But first, ein Update zu den neuen Brandnames der Systeme</h3><p>Im Juni 2018 gab es seitens Google ein großes Rebranding. Aus Google AdWords und dem Google Display Network (GDN) wurde <strong>Google Ads. </strong>Aus dem DoubleClick Bidmanager (DBM) wurde <strong>Google Display & Video 360</strong> und dessen Funktionen wurden damit noch tiefer in die Google Marketing Platform integriert.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-a7e0e1c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a7e0e1c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ed18d75" data-id="7ed18d75" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8111c6e elementor-widget elementor-widget-heading" data-id="8111c6e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Google AdWords und Google Display Network (GDN) wird zu Google Ads</h3> </div> </div> <div class="elementor-element elementor-element-a7e94b0 elementor-widget elementor-widget-image" data-id="a7e94b0" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="343" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20343'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23545" alt="Google Adwords zu Ads" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Google_Adwords_zu_Ads.gif" /><noscript><img fetchpriority="high" decoding="async" width="800" height="343" src="https://e-dialog.group/wp-content/uploads/2022/02/Google_Adwords_zu_Ads.gif" class="attachment-large size-large wp-image-23545" alt="Google Adwords zu Ads" /></noscript> </div> </div> <div class="elementor-element elementor-element-509088c8 elementor-widget elementor-widget-text-editor" data-id="509088c8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Über das <a href="https://e-dialog.group/sea">Google AdWords</a> Werbesystem kann schon seit langer Zeit nicht nur Googles Suchwerbung – das heißt Textanzeigen in den Suchergebnissen – gebucht werden, sondern auch Display Anzeigen in den verschiedensten Bannerformaten und Videoformaten (einschließlich Lightbox- oder Responsive-Ads). Im neuen Google Ads System wurden nun die Werbemöglichkeiten noch breiter angelegt und zusätzliche Werbeformate integriert. Laut der neuesten Ankündigung von Google sollen sogar Google Shopping-Anzeigen auf das Display Netzwerk ausgeweitet werden. Google Ads wird also ein sehr mächtiges System und bleibt (scheinbar) auch kostenfrei.</p><h3> </h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4187146 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4187146" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-287df47" data-id="287df47" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-232a989 elementor-widget elementor-widget-heading" data-id="232a989" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">DoubleClick Bidmanager (DBM) wird zu Google Display & Video 360</h3> </div> </div> <div class="elementor-element elementor-element-8870110 elementor-widget elementor-widget-image" data-id="8870110" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="343" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20343'%3E%3C/svg%3E" class="attachment-large size-large wp-image-23546" alt="Double Click zu GMP" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/DoubleClick_zu_GMP.gif" /><noscript><img decoding="async" width="800" height="343" src="https://e-dialog.group/wp-content/uploads/2022/02/DoubleClick_zu_GMP.gif" class="attachment-large size-large wp-image-23546" alt="Double Click zu GMP" /></noscript> </div> </div> <div class="elementor-element elementor-element-3a2a6d2 elementor-widget elementor-widget-text-editor" data-id="3a2a6d2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Der DoubleClick Bidmanager ist die DSP (Demand Side Platform) der Google Marketing Platform (GMP). Damit wird der programmatische Einkauf von Display, Video und Native Ads gesteuert. Google Display & Video 360 verfügt über einige neue Funktionen im Campaign und Audience Management sowie neue Analyse und Schnittstellenfunktionen welche effizienteres Arbeiten und bessere Ergebnisse ermöglichen.</p><h3> </h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-76c82749 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="76c82749" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-48190a60" data-id="48190a60" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-710230de elementor-widget elementor-widget-heading" data-id="710230de" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Die große Gegenüberstellung: Google Ads (AdWords GDN) vs. Google Display & Video 360 (DoubleClick DBM)</h2> </div> </div> <div class="elementor-element elementor-element-44bab215 elementor-widget elementor-widget-text-editor" data-id="44bab215" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wir haben im Folgenden die Unterschiede nach Bereichen gegliedert dargestellt:</p> </div> </div> <div class="elementor-element elementor-element-34674ed elementor-widget elementor-widget-heading" data-id="34674ed" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Inventar</h3> </div> </div> <div class="elementor-element elementor-element-4ab3dc4 elementor-widget elementor-widget-text-editor" data-id="4ab3dc4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das verfügbare Inventar legt fest <strong>wo</strong> überall Werbung ausgespielt werden kann!</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Display Inventar</strong></td><td><span style="font-weight: 400;">Ausschließlich GDN via Google<br />AdExchange sowie Cross-Exchange für Remarketing<br /></span><span style="font-weight: 400;">Kein Zugang zu Premium-Inventar</span></td><td><span style="font-weight: 400;">Die größte Reichweite im RTB durch<br />Anschluß an alle Adexchanges<br /></span><span style="font-weight: 400;">Zugang zu Private Deals über PMPs<br />(Private Marketplaces) inkl.<br />Programmatic Guaranteed und Audience Guaranteed Deals</span></td></tr><tr><td><strong>Video Inventar</strong></td><td>YouTube und GDN</td><td>YouTube, GDN und sämtliches<br />via Adexchange und Deals<br />angebotenes Video Inventar</td></tr><tr><td><strong>GMail</strong></td><td>GMail Ads</td><td>–</td></tr><tr><td><a href="https://e-dialog.group/blog/programmatic/programmatic-audio/"><strong>Programmatic Audio</strong></a></td><td>–</td><td>Programmatic Audio Campaigns seit 2018 verfügbar</td></tr><tr><td><strong>Inventar-Qualität und Fraud-Detection</strong></td><td><p>Publisher Quality Team und Technologie von Google</p><p>Opt-Out Möglichkeiten in AdWords für sensiblen Content über Website-Kategorien</p></td><td>Umfassende Schutzmaßnahmen, Analysen und Reports bis hin zur Einbindung von 3rd-Party Verifizierungs-Services</td></tr></tbody></table><h3> </h3> </div> </div> <div class="elementor-element elementor-element-81631e5 elementor-widget elementor-widget-heading" data-id="81631e5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Werbemittel / Creatives</h3> </div> </div> <div class="elementor-element elementor-element-0552cf3 elementor-widget elementor-widget-text-editor" data-id="0552cf3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>Welche Arten von Werbemitteln</strong> können auf den Plattformen ausgespielt werden.</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Display Formate</strong></td><td>Textanzeigen<br />Banner (alle Standardformate<br />und Responsive Ads)<br />GMail Ads</td><td>Banner (alle Standardformate und so gut wie alle Sonderformate)</td></tr><tr><td><strong>Dynamische Werbemittel</strong></td><td>Dynamisches Remarketing mit eingeschränkten Gestaltungsmöglichkeiten</td><td>Dynamisches Remarketing mit vollkommen eigenen Templates<br />via DoubleClick Rich Media (DRM) vollkommen <a href="https://e-dialog.group/blog/programmatic/dynamische-werbemittel-funktionsweise-nutzen-praxisbeispiele/">dynamisierbare Werbemittel</a> nicht nur für Remarketing sondern auch mit anderen 1st- und 3rd-Party Daten (Kundenstatus, Wetter, Affinitäten, Wochentag und Uhrzeit uvm.)</td></tr><tr><td><strong>Native Ads</strong></td><td>Automatisch integriert bei responsive Ads<br />für Displaynetzwerk, Youtube und GMail einsetzbar</td><td>Native Ads seit 2017 verfügbar<br />Native Video Ads seit 2018</td></tr><tr><td><strong>Video Formate</strong></td><td>TrueView In-Stream-Anzeigen<br />TrueView Video Discovery-Anzeigen<br />Bumper-Anzeigen<br />Out-Stream-Anzeigen</td><td>YouTube TrueView<br />YouTube Bumper Ads<br />Pre-/Mid-/Post-Roll<br />Native Video<br />Outstream<br />Vertical Video</td></tr><tr><td><strong>Audio Formate</strong></td><td>–</td><td>Pre-Stream Audio Ad<br />In-Stream Audio Ad<br />Audio Ad und Display</td></tr></tbody></table><h3> </h3> </div> </div> <div class="elementor-element elementor-element-3667bd5 elementor-widget elementor-widget-heading" data-id="3667bd5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bidding & Targeting</h3> </div> </div> <div class="elementor-element elementor-element-1e88ef5 elementor-widget elementor-widget-text-editor" data-id="1e88ef5" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Diese Möglichkeiten stehen für das <strong>Targeting und die Gebotsoptimierung</strong> zur Verfügung.</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Bidding</strong></td><td>Bidding-Algorithmen, die vor allem für den Lower-Funnel optimiert sind und hier niedrige TKPs und CPCs liefern</td><td>Bidding-Algorithmen, die scheinbare Schwächen im Lower-Funnel haben, jedoch schon Bidding-Modifier und weitere Optimierungen zulassen, siehe Komplexität<br />Algorithmus optimierbar nach:<br /><strong>Favor Spend:</strong> gesamtes Budget wird ausgegeben unter Berücksichtigung des Goal (z.B. minimize CPC)<br /><strong>Favor Goal:</strong> Algorithmus optimiert auf Zielerreichung (z.B. CPC von x Euro) ohne Fokus auf Budget</td></tr><tr><td><strong>Einkaufsarten/Optimierung</strong></td><td><strong>Einkaufsarten:</strong><br />– TKP<br />– CPC<br />– CPV (für YouTube)<br />– CPE (Lightbox Ads)<strong>Optimierung auf:</strong><br />– Ziel-CPA<br />– Ziel-ROAS<br />– Klicks maximieren<br />– Sichtbarer CPM<br />– manueller CPC (auto-optimiert)</td><td><strong>Einkaufsarten:</strong><br />– TKP<br />– viewable TKP<br />– CPV (für YouTube) <strong>Optimierung auf:</strong><br />– CPA<br />– CPO<br />– CPI<br />– CPC<br />– viewable TKP<br />– Video complete in View Audible<br />– Video time on screen 10 seconds</td></tr><tr><td><strong>Frequency Cap</strong></td><td>Ohne Obergrenze bzw. einstufige Einschränkung auf Tag, Woche oder Monat pro Anzeige/Anzeigengruppe oder Kampagne</td><td>Granulare Steuerung des Frequency Caps auf Kampagnen, Insertion Order & Line-Item Ebene, zB FC 18 auf Kampagnen-Laufzeit aber max 3x/Tag…</td></tr><tr><td><strong>Targeting 1st Party Daten</strong></td><td>Websitebesucher (AdWords / Analytics Pixel),<br />YouTube Nutzer,<br />E-Mail-Adressen von Kunden,<br />Nutzer mobiler Apps</td><td>DoubleClick Floodlight<br />AdWords Audiences<br />Analytics 360 Audiences<br />YouTube Audiences<br />und facebook Custom Audiences (via DS)<br />sowie sämtliche DMPs<br />und Data Import</td></tr><tr><td><strong>Targeting 2nd Party Daten</strong></td><td>–</td><td><p>Nutzung via Deals oder Floodlight</p><p>Nutzung zur Anpassung von Werbemitteln via Publisher Pass</p></td></tr><tr><td><strong>Targeting 3rd Party Daten</strong></td><td>Google Daten (Demographisch, Affinitäten, In-Market)<br />Custom Intent</td><td>Google Daten (Demographisch, Affinitäten, In-Market)<br />– Custom Affinities<br />– Custom Intent<br />– alle namhaften 3rd-Party Datenprovider verfügbar<br />– weiterer Datenprovider verknüpfbar</td></tr><tr><td><strong>weitere Targeting Kategorien</strong></td><td>– Placements<br />– Content (Themen, Keywords)<br />– Geräte / Gerätemodelle<br />– Betriebssystem<br />– Mobilfunkanbieter / WLAN<br />– Werbezeitplaner<br />– Sprache</td><td>– Apps/URLS<br />– Keywords<br />– Content Categories<br />– Environment<br />– Viewability<br />– Sprache<br />– Geography, Business Chain & Proximity (Hyperlocal Targeting)<br />– Day & Time<br />– Demographics<br />– Browser<br />– Device<br />– Connection Speed<br />– Carrier & ISP</td></tr></tbody></table><h3> </h3> </div> </div> <div class="elementor-element elementor-element-4f89ff5 elementor-widget elementor-widget-heading" data-id="4f89ff5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Daten und Audiences</h3> </div> </div> <div class="elementor-element elementor-element-dac81f2 elementor-widget elementor-widget-text-editor" data-id="dac81f2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Der Datenstack beschreibt, wie Audience-Daten im System selbst gesammelt werden können.<br />Die Rohdaten, wie erfasste Daten zur detaillierten Analyse, Migration und weiteren Verwendung genutzt werden können.</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Datenstack</strong></td><td>AdWords Pixel: gut aber eingeschränkt</td><td>DoubleClick Floodlight: individuell anpassbar, kann eine DMP ersetzen, kanalübergreifend nutzbar (zB Newsletter Tracking)</td></tr><tr><td><strong>Rohdaten</strong></td><td>Via Ads Data Hub</td><td>via Ads Data Hub</td></tr><tr><td><strong>Social</strong></td><td>–</td><td>Synchronisation von facebook Audiences und DoubleClick Audiences in beide Richtungen;<br />Auto-Tagging, Reporting & Attribution (via DS)</td></tr><tr><td><strong>DMP, Audience Sharing</strong></td><td>–</td><td>Anbindung an sämtliche namhafte DMPs und die Google Marketing Platform (GMP)</td></tr><tr><td><strong>Konnektivität</strong></td><td>Wird hauptsächlich von Search-Management-Tools genutzt</td><td>So gut wie alle wichtigen Tools haben Konnektivität zu DoubleClick / Display & Video 360</td></tr></tbody></table> </div> </div> <div class="elementor-element elementor-element-8f4b239 elementor-widget elementor-widget-heading" data-id="8f4b239" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Analyse und Reporting</h3> </div> </div> <div class="elementor-element elementor-element-1336d19 elementor-widget elementor-widget-text-editor" data-id="1336d19" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wie stellen die Systeme die Leistungsdaten dar?</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Laufzeitanalyse</strong></td><td>Übersicht der Leistungsdaten über vordefinierte Dimensionen & Segmente</td><td>Umfassende Übersicht der Leistungsdaten und anderer Informationen wie Pacing, Viewability u.v.m. direkt in der Steuerung</td></tr><tr><td><strong>Reporting</strong></td><td>Im AdWords Interface oder via eingeschränktem Berichts-Editor<br />Google Analytics<br />Google Datastudio<br />eingeschränkte API</td><td>Im Tool<br />Google Analytics & 360<br />Google Datastudio<br />umfassende Detailreports, Dimensionen und Metriken sowohl im Tool als auch via API (z.B. Audience Availability, Cross-<em>xxx, xxxdaten-hineinschau-report, …)</em></td></tr><tr><td><strong>Customer Journey & Attributionsmodellierung</strong></td><td>eingeschränkt auf AdWords-Pixel, single Kanal-Betrachtung<br />In Analytics auf Klick-Basis</td><td>alle DoubleClick Kanäle inkl. Organic Search, multi Kanal-Betrachtung, inkl. View-Attribution</td></tr><tr><td><strong>Google Attribution free & 360</strong></td><td>Anschluss an Google Attribution sowohl zur Messung als auch zur Bid-Optimierung</td><td>Anschluss an Google Attribution sowohl zur Messung als auch zur Bid-Optimierung</td></tr></tbody></table> </div> </div> <div class="elementor-element elementor-element-fdb54c2 elementor-widget elementor-widget-heading" data-id="fdb54c2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Handling und Besonderheiten</h3> </div> </div> <div class="elementor-element elementor-element-04dff5a elementor-widget elementor-widget-text-editor" data-id="04dff5a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wie sind die Systeme zu bedienen und welche Besonderheiten bieten sie.</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Bedienbarkeit</strong></td><td>Scheinbar einfach, für jedermann bedienbar, breites Angebot an Trainings, Tipps, Agenturen und Fachkräften</td><td>Komplexer: man muss wissen, was man tut, damit es seine Power entfaltet. Nicht jeder, der behauptet, es zu können, ist auch wirklich ein Experte (fragen Sie uns gerne zu <a href="https://e-dialog.group/sea/training-workshop/">Trainings</a>, Onboarding oder Full-Service!)</td></tr><tr><td><strong>Besonderheit</strong></td><td><p>AdWords-Skripts bietet die Möglichkeit mit JavaScript einfache Vorgänge oder wiederholte Abläufe zu automatisieren. Viele Basisskripte stehen zur Verfügung, erfordern keine Programmierkenntnisse und können direkt übernommen werden. Die Verwendung von externen Datenquellen / Bibliotheken erhöht den Einsatzbereich deutlich.</p><p>Store-Visits – Messung von Ladenbesuchen</p></td><td><p>Integration aller Digitalen Kanäle</p><p>A/B-Testing von Targeting- und Bidding-Strategien</p></td></tr></tbody></table> </div> </div> <div class="elementor-element elementor-element-1c54bda elementor-widget elementor-widget-heading" data-id="1c54bda" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Kosten und Budgets</h3> </div> </div> <div class="elementor-element elementor-element-da107bf elementor-widget elementor-widget-text-editor" data-id="da107bf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wie werden die Toolkosten verrechnet und ab welchen Budgets zahlt sich DoubleClick aus?</p><table style="height: 420px;" width="850"><tbody><tr><td> </td><td><strong>AdWords/GDN (Google Ads)</strong></td><td><strong>DoubleClick DBM</strong><br /><strong>(Display & Video 360)</strong></td></tr><tr><td><strong>Kosten</strong></td><td>Intransparent: viele glauben, es sei gratis – tatsächlich werden aber die Tech-Fees implizit in den TKP eingerechnet</td><td>Transparent: Tech-Fees werden explizit ausgewiesen, Budgets und TKPs aber Brutto gemanaged</td></tr><tr><td><strong>Minimales Kampagnen Budget</strong></td><td>Bei jeder Budgetgröße einsetzbar</td><td>Theoretisch keines, aber die Power entfaltet der DBM ab einem vernünftigen Budget</td></tr><tr><td><strong>Verfügbarkeit</strong></td><td>Jedermann via <a href="https://adwords.google.com/intl/de_AT/home/">adwords.google.com</a></td><td>Eigene Lizenz mit Data ownership ausschließlich via zertifizierte GMP Sales Partner (also uns ,-)<br />Von Agenturen genutzte <a href="https://e-dialog.group/doubleclick/">Lizenzen</a> vererben die Data ownership nicht und erlauben keinen eigenen Zugriff für Kunden. Mehr zur <a href="https://e-dialog.group/dsgvo/">DSGVO</a></td></tr></tbody></table> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f080c68 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f080c68" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6930892b" data-id="6930892b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-420daa6a elementor-widget elementor-widget-heading" data-id="420daa6a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Fazit:</h3> </div> </div> <div class="elementor-element elementor-element-254b73a6 elementor-widget elementor-widget-text-editor" data-id="254b73a6" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Für einen schnellen Überblick haben wir hier die wichtigsten Hilfestellungen kurz zusammengefasst:</p><p><strong>Wann auf jeden Fall DoubleClick DBM / Google Display & Video 360 verwenden?</strong></p><ul><li>Wenn Sie eine gewisse Unternehmensgröße und/oder Marketingbudgets haben.</li><li>Wenn Sie an eine DMP oder andere Systeme wie Datawarehouse oder CRM anschließen wollen.</li><li>Wenn Sie schon ordentlich mit Audiences, Customer Journeys, Storytelling u.v.m. arbeiten.</li><li>Wenn Sie ganz klare Data ownership haben wollen und Compliance erfüllen müssen.</li><li>Wenn Sie dafür (wirkliche) Experten Inhouse oder bei Ihrer Agentur haben.</li><li>Wenn Sie auch im Upper-Funnel (Awareness, Reichweite, Engagement) planen und arbeiten.</li><li>Wenn Sie kanalübergreifende Journeys steuern wollen.</li><li>Wenn Sie klassische Mediabuchung konsolidieren und programmatisch ausspielen wollen.</li><li>Wenn Sie Premium-Inventar via Deals und PMPs nutzen wollen.</li><li>Wenn Sie Attributionsmodellierung auch auf View-Kontakte berechnen wollen (was Sie auch sollten ,-)</li></ul><p><strong>Wann auf jeden Fall AdWords GDN / Google Ads verwenden?</strong></p><ul><li>Wenn Sie selbst die ersten Schritte machen möchten</li><li>Bei kleineren Budgets</li><li>Bei geringerer Komplexität</li><li>Wenn Sie nur die Standardfunktionalitäten nutzen möchte</li><li>Wenn Sie (noch) im Lower-Funnel unterwegs sind, dh. ausschließlich an Performance denken</li></ul><p><strong>Wann ist zwischen beiden Systemen abzuwägen</strong></p><ul><li>Sie können immer beide Systeme parallel einsetzen, quasi best of both worlds…</li><li>Aber Achtung: Sie sollten dann auf einen sauberen Sync der Audiences zwischen den Stacks achten und eine saubere, konsistente Erfassung der Customer Journey.</li></ul> </div> </div> <div class="elementor-element elementor-element-fb7b9a5 elementor-widget elementor-widget-text-editor" data-id="fb7b9a5" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weitere und Detailinformationen zum Thema:<br /><a href="https://e-dialog.group/blog/display/das-online-targeting-kompendium-fuer-rtb/">Das Online Targeting Kompendium für RTB</a><br /><a href="https://e-dialog.group/display/private-deals/">Private Deals</a><br /><a href="https://e-dialog.group/blog/display/wie-funktioniert-real-time-bidding-rtb-und-rta/">Wie funktioniert RTB</a></p><h2> </h2> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1cc7b5fe elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1cc7b5fe" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6dd02eaf" data-id="6dd02eaf" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-6754e451 elementor-widget elementor-widget-heading" data-id="6754e451" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben Sie Fragen oder möchten Sie sich gerne beraten lassen? Wir sind gerne für sie da: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a> </h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-wpr-lazyrender="1" class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/at/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div id="wobbleCTA"></div></div> <div data-wpr-lazyrender="1" class="mwd-blogPost flex more-topics space-top space-bottom"> <div class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-61613 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/at/blog/holistic-cross-channel-campaigns/wie-das-insourcing-von-adtech-losungen-ihr-unternehmen-starkt/"> <div class="c-post-types__entry-thumbnail"> <img width="768" height="412" 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als auch der DBM bieten programmatische Einkaufsm\u00f6glichkeiten von Display Bannern, Video Ads und Native Ads. Doch wo liegt der Unterschied? 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