Automation In Dv360

For controlling programmatic advertising campaigns in Google Display & Video 360 has various automation options available. Dynamic adjustment in the bidding process using, for example, machine learning algorithms such as automated bidding or custom bidding enables particularly efficient use of budgets. Use cases for automated changes to campaigns via structured data files or bulk edits show how automated processes make it easier for marketers.

Automated bidding

Next to theFixed Bid, where you place a fixed CPM bid, are available in DV360automated bid settingsavailable. These allow the system to automatically and dynamically change the bid for a line item whenever an individual impression is likely to perform well.

While with Fixed Bid you submit a specific bid, which the system can invest in order to achieve any single impression for a line item, Automated Bidding in DV360 takes this into accountAlgorithms and machine learningback andautomatically calculates the correct bid for each relevant impression. 

Bids for a line item are thusdynamicchanged and adjusted based on the likelihood of a single impression achieving good performance (e.g. click or conversion).

Depending on the strategy, there are different optionsAlgorithm approachescan be distinguished:

• Maximize the impact of the brand = Favor Spend
• Maximize performance = favorite goal

We have summarized more about bidding strategies in these blog articles:

Bidding Strategies in Display & Video 360

Automated bidding strategies for video in DV360

Custom Bidding

In addition to the available algorithms, custom algorithms can now also be written and used for the campaigns. This allows you to create a custom bidding algorithm that optimizes impression values ​​based on your goals.

Possible use cases:

• Bidding on Custom Floodlight variables such as the shopping cart value
• Floodlight Sales Revenue
• Weighted conversions (based on various floodlights)
• Key performance indicators for the product brand such as viewability and video completions
• Google Analytics 360 Goals

Structured data files

Structured Data Files (SDFs) allow insertion orders (advertising orders) or line items (line items) to be edited in DV360 via CSV files. This means that entire DV360 campaigns or individual parts of them can be quickly adapted. SDF files can be downloaded and uploaded at the insertion order and line item level using the three-dot menu.

You can find more detailed informationhere.

Bulk edits

A very easy way to make comprehensive changes to a campaign is with bulk edits. To bulk edit multiple insertion orders or line items, simply check the corresponding IOs or LIs and then make the corresponding change after clicking on the action button.

Bulk edits are perfect if you want to make the following changes, for example:

• Adjust fees at line item level
• Assign creatives
• Adjust the runtime
• Allocate conversions
• Adjust general targeting such as viewability or brand safety

Conclusion

Processes and tools for automating campaign management in DV360 make work easier for marketers and increase the media efficiency of campaigns.

We would be happy to advise you on the creation of automated and custom bidding strategies and help you improve your performance! Contact us viakontakt@e-dialog.group