Key Differences Between Google Ads and DV360

Jul 7, 2024

Key Differences Between Google Ads and DV360

Introduction

  • Overview of the lecture on the 7 key differences between Google Ads and DV360.
  • Google Ads formerly known as AdWords.
  • DV360 formerly known as DoubleClick Bid Manager (DBM).
  • Both platforms have recently changed names in the last 1-2 years.
  • Google Ads: Platform for creating various types of ad campaigns (search, display, Gmail, YouTube, apps).
  • DV360: Advanced Google product offering more control in inventory purchase.
  • DV360 intended for big companies/agencies with minimum budget requirements.
  • Cannot create a DV360 account directly; must contact Google or an authorized reseller.

Campaign Types

  • Google Ads supports search, shopping, display, Gmail, YouTube campaigns.
  • DV360 supports video, audio, but not search or shopping campaigns.
  • DV360 can advertise videos on multiple sites and apps (not just YouTube).

Reach

  • Google Ads display campaigns shown exclusively on Google Display Network (GDN).
  • GDN mainly consists of websites that monetize through Google AdSense.
  • DV360 can display ads on up to 90% of websites and apps, including non-Google networks and exchanges.
  • DV360 supports OTT platforms (on-demand and live streaming TV).

Placement Selection

  • Google Ads: Limited control; can only select websites/apps within GDN.
  • DV360: Wide control; can select almost any website/app globally.
  • Types of inventory buys in DV360:
    • Open Auction: Similar to Google Ads but with wider reach.
    • Private Marketplace (PMP): Exclusive deals with premium publishers (e.g., BBC).
    • Programmatic Guarantee: Direct deals for fixed impressions with specific publishers.

Audience Targeting

  • Google Ads: Uses Google Affinity and In-market audiences.
    • Affinity: Users flagged based on interests (e.g., football videos).
    • In-market: Users flagged as researching for purchase (e.g., buying football).
  • DV360: Includes Google’s audiences and third-party audiences (e.g., Oracle).
  • DV360 allows integration with Data Management Platforms (DMP) for enriched audience data.

Integration

  • Google Ads: Limited integration support for audience targeting and ad servers.
  • DV360: Supports integration with DMPs and DoubleClick Campaign Manager (DCM).
    • DMP: Collects and aggregates user data from various sources (e.g., Booking.com, Mastercard).
    • DCM: Ad server providing better tracking, reporting, and creative asset management.

Origin

  • Google Ads: Developed by Google.
  • DV360: Acquired from DoubleClick in 2008, along with other DoubleClick platforms.

Additional Resources

  • Links to further videos on DV360 campaign creation, optimization, and reporting.
  • Encouragement to subscribe and provide feedback.

Conclusion

  • Recap of key differences covered.
  • Encouragement to view detailed videos linked in the description.