Advertising on Youtube and Open-Web with DV360
Making a lot of creatives for multiple products, stores, or with multiple CTA's can be easily done with our platform. However, when they are done, they often need to be advertised.
One of the most commonly used DSP to traffic campaigns is Google's Display & Video 360, which can also be used to set-up ads for YouTube.
In this article, we'll tell you how you could easily set-up campaigns for DV360, using creatives made with the Storyteq platform that is pushed to YouTube or Google Campaign Manager.
IN THIS ARTICLE
|How to||The Basics|
|Setting up a Campaign||Limitations & Boundaries|
|Bulk Edits||Best Practices|
How to use the Storyteq platform in combination with DV360
Within the platform, video templates can be created by using our After Effects tool or by using the in-platform template editor. Once a video template is created you can generate tons of different videos and images in just a few clicks.
The possibilities are endless. You can determine what kind of metrics you want to be dynamic within the created template. For example, you can choose to adjust your videos based on your different target audiences, the different markets, channels, or aspect ratios.
You can easily share, review, adjust, and approve the created assets with different kinds of stakeholders to make the process even easier.
By connecting your Youtube account to the platform you can upload your newly created creative towards your YouTube Library with ease. You can also directly push the creative to Google Campaign Manager. Next to that, you are also able to download the created assets.
The basics of using Storyteq assets within DV360
Once the assets are pushed to YouTube or to Campaign Manager, you can add those links to ads in DV360. This can be done per one and manually in the DV360 interface, but if you're handling a lot of ads, this could be a headache.
To make life easier, we recommend using Structured Data Files (or SDF's) for setting up your campaigns. SDF's are basically spreadsheets that you upload to DV360 to set up your campaign. There are 4 levels of SDF's:
- Insertion Orders
- Ad groups
More information about SDF's can be found here: https://support.google.com/displayvideo/answer/6301070?hl=en
Setting up a Campaign
The first and very important step is to decide what kind of dynamic video advertising campaign you would like to run and set the boundaries. This determines how the campaign should be set-up for the best possible outcome.
Because of the large number of possibilities available within DV360, there are a lot of parameters available to make videos dynamic. Such as location, age, gender, occupation, interests, weather, and so on.
Be creative, but make sure the dynamic parameter corresponds with your brand and your target audience for the best campaign results, also do not go overboard with the number of ads.
Remember you need to match the IDs per level. So you'll begin with making an Insertion order, grabbing the ID, and adding it to the relevant Line-items. Then you upload the line-items and use those IDs to the relevant ad groups and so on.
Using a VLOOKUP in Excel is an easy way of doing this. Just make sure the names match. However, when using Excel, do make sure the formatting doesn't change e.g. time-stamps.
In the SDF's you can add all your targeting criteria like location, gender, and so on. If you want to use locations, you need to grab the ID's for the locations here: https://developers.google.com/adwords/api/docs/appendix/geotargeting
The next step is to add the right creative to the right ad.
- In the Storyteq platform, download the links to the videos. To do this:
- Log in to the platform
- Go to the template
- Go to batches
- Click on the batch
- Go to actions (right end corner) and export batch to CSV
- Click YouTube or Campaign manager (or both)
- In the notification bar, hit download
- Note: obviously, the video’s need to be uploaded to Youtube or Campaign Manager, you can see if this is done by checking the distribution panel, or looking for the Youtube / Campaign manager icon in the uploaded to column
- Now you need to match the Youtube / Campaign manager URLs In the downloaded CSV of the DV360 ads. To do this:
- Create a VLOOKUP function. With American config, this will look something like this: =VLOOKUP(C2,'export_batch_media_batch_lowercase_20-06-21_ELoJhj.csv'!$B:$V,20,FALSE)
- You can search for how a VLOOKUP works on google.
- Make sure the names of the media correspond with the names of the ads. If necessary, you can clean up the names of the Ads by using find and replace (e.g. to remove the XXX in ads names)
- For YouTube, you need the YouTube ID’s, not the URL’s
- If you get some N/A as a response, you can manually look them up and paste in the ID.
- Alternatively, you can copy and paste (after making a table and sorting on Alphabetical order). This is more error-prone, so make sure to check everything
- If the Ads file is ready, upload it to DV360. Again, this can take up to 30 minutes for a large file
- Do a random check by checking the line-items, ad groups, and ads a couple of times (and watch the video’s to make sure they correspond)
- After this, you’re good to go. You can make bulk edits in DV360 to make minor changes if needed
Limitations & Boundaries
When making a dynamic campaign strategy, keep in mind that every platform has different restrictions and limits
The DV360 limits can be found here: https://support.google.com/displayvideo/answer/6071450?hl=en
Most dynamic video campaigns are a bit more complex in comparison to other campaigns. Therefore, it is advised to use the available ‘’bulk’’ function within the platform or to use the DV360 import/export function of DV360 to make your optimizations without losing valuable time.
The past years we have seen, created, and advised on a lot of successful dynamic video campaigns within the DV360 platform. We would like to share some best practices with you so you can make the most out of your dynamic creative campaigns on DV360.
- It is very important to adjust the dynamic creatives according to the placements features and the placement aspect ratios. Make the most out of the placement’s possibilities with your ads.
- If you are going to add dynamic elements in your videos, don’t add them at the end of the videos because most people who watch your video are not going to see the end of the video. Get their attention at the beginning of the video and add the dynamic element there. Remember to also use the dynamic element in the copy.
- To be more relevant, a lot of different target audiences can be created. But it is important to find the right balance in the target audience size and the performance of the audience.
- The possibilities to add more relevancy to your ads are endless but we advise you to not go overboard by doing several tests within one campaign. It is better for your campaign and for your learnings to test 1 or 2 things at once.
- We advise to work with different hypotheses and to test different things in different campaigns or campaign phases.
- So, for example, in weeks 1 and 2 you can run the first hypothesis and in weeks 3 and 4 the second hypothesis. You can repeat this over and over again to gain a lot of learnings after each test.