Effectively Narrow Down and Strengthen DV360 Campaign Optimisation

Ever felt lost in the world of online ads? It's like trying to find your way through a maze!

But Fear Not, there's a helpful technique for Narrowing Down Targeting which leads to  Strengthen the Display and video 360 Campaign Optimisation.

Think of it as a map guiding you to spend your ad budget wisely and hit your goals. It gives you tips on how to make your ads perform better.

1. Utilise Optimisation Lens View

The Optimization Lens View provides insight into whether your insertion orders and line items are progressing toward meeting spending and performance targets. Additionally, within the line item tables, the Optimization view offers recommendations for adjustments aimed at enhancing pacing and performance.

The Optimization view in the insertion order table categorizes insertion orders into the following groups:

• Underpacing: Indicates that your insertion order is not on pace to spend its entire budget by the end of its flight, meaning it's spending 99% or less of the required spend rate (pacing).
• Underperforming: Indicates that your insertion order needs to meet the performance goals you've established.
• Underpacing and Underperforming: This signifies that your insertion order is both not spending its budget as intended and not meeting performance goals.
• On Track: Denotes that your insertion order is progressing as expected towards achieving its spend and performance objectives.
• Inactive: Indicates that your insertion order is not currently serving.
• Pacing Unknown: Implies that pacing data is unavailable for the insertion order.

2. Use Custom View

In the Insertion Order view, navigate to the dropdown menu where you'll discover options such as performance, optimization, summary, pacing, and create custom views. Choose the Custom view to effortlessly locate campaigns with Budget at Risk, enabling quick identification of Optimization and budget reallocation Opportunities.

3. Segment by View

Design your personalized dashboard for easy access to your campaign's Key Performance Indicators (KPIs) and swift analysis. This dashboard can be tailored at either the Campaign or Insertion Order (IO) level to respectively oversee your IOs or Line Items.

Such customization provides comprehensive visibility into your campaign's KPIs. Within this dashboard, you'll find segmentation by content, audience, and technology, enabling a thorough examination of each category for more precise campaign performance insights.

4. Make Use of the Intelligence Panel

The Intelligence panel displays alerts and recommendations to assist you in enhancing your campaign's performance and addressing any potential issues. These may encompass:

1. Low performance

2. Underpacing and insufficient spending

3. Rejected creatives and policy breaches

4. Settings conflicts

The Intelligence panel prioritizes the most crucial alerts and recommendations for your attention.

To access suggestions:

1. Go to an advertiser or campaign and select "Suggestions" from the left menu.

2. You can filter suggestions by category and implement them collectively.

4.1 Alerts in Display & Video 360:

You have the option to activate alerts for your Display & Video 360 advertiser, which will notify you of any issues needing your attention. Users who have access to the advertiser will be able to view alerts next to the relevant items.

Simply hover over the alert to access additional information. Below is an illustration of line items with alerts:

4.2 Set alerts for your advertiser:

1. From your Display & Video 360 advertiser, navigate to User Management and Email Preferences> Alerts
2. Click Edit  next to the alert you're interested in.
3. In the window that opens, select one of the following email preferences:

• Don't send any email notifications for alerts of this type.
• Send an email notification each time this alert is triggered.
• Send one notification email per day summarising alerts of this type.

4. Select the partners and advertisers for which you want to receive notifications.
5. Click Apply once you're done.
6. Save once you've updated all of your notification settings.

4.3 Types of Alerts:

• Budget and Pacing

- No Expenditure: A line item or insertion order is active but has not incurred any expenditure yesterday or today.

- Under pacing: An insertion order has failed to meet its daily spending targets for two or more consecutive days and is projected to spend less than the specified percentage of its budget by the end of its campaign. This projection is based on performance data from the previous seven days.

• Performance

- Significant Performance Change: There has been a notable change in performance for the insertion order or line item based on its performance goal.

- Underperforming: An insertion order needs to meet its performance goal.

• Targeting Changes

- Limited Audience Size: A line item is targeting an audience with extremely limited reach, potentially hindering budget expenditure. This alert requires simultaneous use of the underpacing alert.

- Deals Offline: One or more targeted deals have not provided any inventory in the last 24 hours, which may impede budget expenditure. This alert also requires simultaneous use of the underpacing alert.

- Restricted Audience List: A line item is targeting one or more audience lists that it is not permitted to use.

• Creative or YouTube Ad

- Rejected Creative: A line item utilizes one or more creatives that have been rejected by at least one exchange.

- Restricted Creative: A line item utilizes one or more creatives that are restricted from serving with certain audience lists.

- Creative Rejected for Programmatic Guaranteed: A Programmatic Guaranteed deal utilizes one or more creatives that have been rejected by the publisher.

• Advertiser Spend Threshold Exceeded

Exceeded Spend Threshold: An advertiser's total daily spend has surpassed the specified amount for yesterday (12:00 AM to 11:59 PM in the advertiser’s time zone). To prevent false alarms, ensure the daily spend threshold is set at least three times the advertiser's expected daily spend.

Strategies to Narrow Down DV360 Campaigns for Optimisation:

We dig into the art of optimizing DV360 campaigns to maximize consideration. Here's a breakdown of effective strategies:

1. Fine-tuning Your Audience Targeting:

   ✔️ Identifying Your Audience: Pinpoint those who have engaged by clicking or converting.

   ✔️ Optimization Techniques:

• Elevate Engagement: Transfer engaged audiences to a dedicated line item within your insertion order, allocating higher bids to ensure priority.
• Embrace Variety: For smaller audience segments, consider amalgamating them with other audiences to broaden your campaign's reach.

2. Tailoring Campaigns to Site Performance:

   ✔️ Harnessing Site Performance Reports:

•  Identify Top Performers: Recognize sites with superior viewability and conversion rates.

   ✔️ Identifying Underperformers:

• Sort Out Inefficiency: Eliminate sites lacking viewability and conversions, optimizing budget allocation.
• Streamline Resources: Focus efforts on sites yielding significant impressions and conversions, avoiding those with minimal impact.

   ✔️ Strategic Optimization:

• Streamlining Visibility: Remove sites lacking Active View eligibility.
• Amplifying Success: Duplicate line items for high-performing sites, prioritizing those with optimal viewability.
• Precision Targeting: Exclude sites with inadequate viewability and engagement, while considering blacklisting low-performing URLs and apps.

3. Maximising Potential through Contextual Targeting:

   ✔️ Harnessing Category and Keyword Reports:

• Identifying High-Yield Categories: Pinpoint categories and keywords driving high clicks and conversions at reasonable costs.

   ✔️ Identifying Areas for Improvement:

• Addressing Shortcomings: Address low impressions, CTRs, and high CPAs to refine targeting effectiveness.

   ✔️ Strategic Optimization:

• Overcoming Limitations: Ensure high performers aren't constrained by impression loss metrics.
• Expanding Reach: Evaluate inventory availability to determine the need for additional categories or parent categories.
• Ensuring Viewability: Confirm the feasibility of keyword-targeted audiences based on budget allocation.
• Amplifying Success: Elevate high-performing sites with effective keyword targeting through separate line items with increased bids.

Wrapping up our journey through DV360 optimization, it's all about using smart tools to make your online ads work harder for you. By listening to what the Optimization Strategy tells you and making simple tweaks, you can boost your Display and Video 360 ad campaigns without getting lost in the tech jargon. With a bit of tinkering, you'll be on your way to ad success in no time!