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Google Ads vs Display and Video 360

If you’re looking to run a display advertising campaign online through Google, you’ve probably already come across these two internet ad giants.

While both of these platforms offer powerful tools to help marketers and advertisers create stunning visual ad campaigns, Google Ads and Display and Video 360 both offer significantly different features that can benefit digital marketers in different ways.

So, which of these two platforms is right for your newest ad campaign? Let’s take a look at Google Ads vs Display and Video 360 in detail.

Google Ads: The Basics

Google Ads, also known as AdWords, is the largest advertising platform on the internet as it covers Google and its advertising network. Google Ads supports text, image, and video campaigns, so you can vary how your campaign looks depending on your intended audience.

Google Ads notably uses the CPC model for advertising costs, meaning that you only pay when a user clicks on the ad. In addition, Google Ads lets you set a budget for your ad campaign, so you always know exactly what you’re spending.

Display and Video 360: The Basics

Display and Video 360, also referred to as DV360, is Google’s demand-side platform (DSP). Through this platform, you have a single tool for planning and optimizing campaigns, managing your creative team, analyzing audience data, and managing inventory.

Similar to Google Ads, DV360 offers keyword targeting. However, instead of targeting specific keywords, DV360 targets keywords on a contextual basis.


Reach and Targeting

Google Ads

Google Ads can feature on any part of the Google Display Network.

Through Google Ads, you have a range of targeting options, such as through location, language, demographic markers, device, and keyword search. You can also remarket to users who have previously visited your website.

Display and Video 360

DV360 is part of over 90 different ad exchanges, and its reach includes approximately 1 billion unique websites.

This platform has a wider variety of targeting options that allow you to not only narrow down your target audience but also cap how many times they see an advertisement based on their engagement. Like with Google Ads, you can target based on demographic data, device, and website visits, but their list of devices includes connected and smart TVs.

You can also use ad pixels and cookies to track how your target audiences behave over the Google Marketing Platform, giving you greater insight into their activity.


Creative Features

Google Ads

You can create ads using text, images, video, and Dynamic Creatives in Google Ads as standard. However, if you spend more than $1000 on ads, you can send an application to Google Ads to be able to use HTML5.

You can also manage your creatives directly through the platform.

Display and Video 360

DV360 lets you use an image, video, HTML5, and Native as standard. If you have Campaign Manager and a Google Merchant Center account linked to your Google Ads account, you can also use Dynamic Creatives and Rich Media.

Like Google Ads, you can also manage your creatives directly through DV360, but it also gives you access to a format library that explains how each format works with examples.

You can also use data-driven creatives to create ad campaigns that are personalized towards audience preferences.


Data Management

Google Ads

Google Ads only lets you use data collected through the Google Display Network. While this is one of the largest advertising platforms on the internet, this may limit what third-party data you can use.

However, the data you do have access to covers language, location, keywords, devices, and whether a user has visited your website before.

Display and Video 360

DV360 gives you access to 35 third-party data providers, giving you all the information you might need about your target audience and what they’re looking for. Unlike Google Ads, you can use this data to find new target audiences that are similar to your current website visitors and specific demographics that might be interested in your product or service.

You can also use this data to find the target audiences that are most likely to have the best purchase or conversion rates, which will improve the effectiveness of your advertising campaign.


Bidding and Payment

Google Ads

With Google Ads, you only get one bidding option. However, the platform gives you a lot of control over how you bid and how much money you spend on your advertising.

Once you’ve given the platform your marketing goals, you can tell Google Ads to automatically bid on advertising space that will help you achieve those goals. On the other hand, you can also bid manually based on keywords, markets, and target audience.

No matter how you bid, at any time, you can increase or decrease your bids depending on how well your ad campaign is doing.

Display and Video 360

DV360 gives you a lot more options for bidding which gives you more control over how much you spend per click or user action.

Fixed Bid
Similar to manual bidding in Google Ads, you can use the Fixed Bid setting, which will tell the Bid Manager to place the same bid on every user impression, regardless of its value.

Viewability
This Bid Manager setting allows you to maximize the number of impressions by automatically adjusting your bid based on the probability of your advertising campaign being viewed by your target audience.

Minimize CPC/CPA
If you’re spending your full advertising budget, you can tell the Bid Manager to change your line bid to the most efficient CPC or CPA possible until that budget has been exhausted.

Meet or Beat a Goal of CPC/CPA
Your Bid Manager will automatically change your line bid to meet the marketing performance goal you set in DV360. However, if it can’t both spend all of your budget and meet the target you’ve set, it will opt not to spend your budget.


Campaign Optimization

Google Ads

Google Ads allows you to see the results of your ad campaigns in real-time, so you don’t have to wait for an extensive report to be compiled. You can also compile these results into pie charts and graphs, and save them for later use. Through these reports, you can make sure you’re reaching the audiences you want, and if you’re not, you’re able to adjust your bidding accordingly.

Google Ads Reports cover post-click actions and user metrics following the Acquisition-Behaviour-Conversion (ABC) cycle. This means you’ll be able to monitor your targeted users through every step of the buyers’ journey, allowing you to make adjustments to your marketing strategy and advertising campaigns based on these three key stages.

These reports also feature data from Google Analytics, so you’ll be able to monitor your ad’s bounce rate.

Display and Video 360

Similar to Google Ads, you can see the results of your DV360 campaigns in real-time, save snapshots, and use that data to adjust your ad spending.

However, DV360’s reporting covers significantly more metrics and points of user data, allowing you to see specifically how targeted users are behaving in response to your advertisement. This platform also lets you make manual adjustments to your bids for each individual ad in response to this reporting, allowing you to optimize your ad spending.

Google Ads vs Display and Video 360: The Verdict

When it comes to online advertising, it’s our experience that digital marketers like you should be using both Google Ads and Display and Video 360 for optimum advertising performance.

After all, many of you have likely seen a positive ROI from your Google Ads campaigns, and we all know that this staple of CPC advertising is a must-have for any business. However, we can safely say that to improve on that ROI, you need to be adding Display and Video 360 to your Google Ads account.

Not only does DV360 allow you to access more advertising networks and third-party data providers, but it gives you more versatility in the advertising campaigns you create. Its powerful creative tools can help you craft stunning ads that you can put in front of your exact target audience, given that it allows you to target more metrics than Google Ads.

In addition, DV360 gives you more control over your advertising budget. You can customize all of your bidding based on your goals, and the ability to input a budget and have the Bid Manager stop when that budget is reached means you’ll always know what you’re spending on your ad campaigns.

However, it would be unrealistic for us to say that DV360 is the perfect solution for every business.

As with any new part of your marketing strategy, we recommend that you test DV360 in parallel to your other advertising campaigns, and in particular to Google Ads, to determine each platform’s ability to deliver a positive ROI. Only then will you be able to determine which advertising platform is the best for your business.

Comparison to Alerts in Google Analytics

Hundreds companies around the world already use YetPulse. We’d love you to join them. We offer much more than standard Google Analytics alerts.

Let’s look at how. Quick comparison.

YetPulse vs Google Analytics

FeatureGoogle AnalyticsYetPulse
Alerts setupManually-defined boundariesAI-defined boundaries
Setup complexityEasy and quick to set up, but much harder if you have more complex requirementsEasy to set up, regardless of your requirements
FrequencyDaily, weekly or monthlyAlways hourly
PricingFreeFree with paid extensions


Below you can find a more detailed comparison.

Alerts Setup

In Google Analytics you need to define boundaries yourself. It’s very useful if you want to be alerted when your conversions drop to zero or hit a specific number, such as 100.
A % comparison to previous periods might be helpful if you have a big and stable ad campaign and you want to know results drop to 10% below the previous period.
But if you don’t have exact values determined by business value, it’s hard to define boundaries. You can read more about this here. That’s a lot of math to do. You could do it yourself if you wish, or you can let YetPulse do the hard work.

In YetPulse, you simply need to define the dimensions and metrics you want to monitor.
The system will learn from your data and define boundaries for each hour, depending on day of week, holidays and other factors. This helps you make sure that everything is working as it should, even if you don’t know what boundaries to set to avoid annoying constant alerts.

Frequency

Google Analytics can only trigger alerts on a daily, weekly or monthly basis. YetPulse triggers alerts on an hourly basis.

Pricing

Both tools are free to start with some paid options. You can upgrade Google Analytics to Analytics 360, though you won’t get additional features or alerts capacity by doing so.
YetPulse offers 3 alerts per project for free. If you need more, that limit can be extended.

How to set up your first alert in YetPulse

Intelligent alert uses an AI powered algorithm that builds a forecast for your metric and checks it on an hourly basis. Once the value of your metric goes beyond that forecast, you will receive an alert.

This is extremely helpful for overseeing advertising traffic or revenue. Because it helps you get alerted just in an hour when you get a spike or drop in traffic, revenue or any other metric. Spikes and drops indicate possible problems. By getting an alert in real time, you can react faster.

To set up your first alert you need to be logged-in.

Create a new project

Click on a “add new site” on the home screen

Choose a name for your alert, enter it and click “apply” in the top right corner.

Connect your Google Analytics

Once the account is created, you will see your project home screen. Click on “add analytics”:

Then click “grant access”:

Then you will need to choose the Google account that you use to access Google Analytics for the website you want to add.

Then, grant permission to YetPulse to view your Google Analytics data:

Click “allow”

Click “allow” again:

Select your Google Analytics profile (or view):

You should see this:

Next, click the “apply” button in the top right hand corner.

Create an Alert

On a project home screen click the “add new intelligent alert” button:

In a popup that appears , choose the dimension that you want to oversee:

Then choose your preferred metric and click “apply”:

Once you create an alert it will appear on your project home screen:

This alert is set for all sessions from Facebook. YetPulse will check it on an hourly basis and send you an alert if there is a spike or drop in sessions.

Having problems setting up your first alert? Contact us by live chat for help.

6 Things You Need to Know About Custom Alerts in Google Analytics

Custom alerts are difficult to use and have poor functionality. Most marketers don’t use them because they don’t do anything to make their lives easier.

Here are 6 reasons why.

1. You have to manually specify every alert

I’ve seen a list of 55 valuable custom alerts for Google Analytics, and each one had to be manually defined. That takes a lot of time that I, and most other marketers, would rather be using to do something else. It’s crazy to have to set every alert up from scratch at the start of every new project.

2. It’s hard to set thresholds

You have to dig deep into your data to find the right threshold, using Excel and custom formulas. Again, this takes time… and you can’t help thinking that it could and should be so much easier. It’s difficult to set it up so that you don’t get false alerts constantly, which take you time to deal with. It doesn’t save you time.

You need to constantly adjust thresholds to your data. If your data changes you have to manually update all your alerts settings, which costs time rather than saving it.

3. It’s too easy to ignore notifications

If it’s not set up correctly, Google Analytics provides multiple notifications, many of which are irrelevant. This means that they’re ignored…because users feel like they’re being spammed with constant, pointless alerts. Any alerts that are relevant get ignored along with the rest. One of the reasons for the excessive number of notifications is that custom alerts aren’t adaptive. The threshold doesn’t update automatically and not everyone has the skills to set it correctly.

4. Notifications aren’t real-time

Even if you manage to set up alerts properly in Google Analytics, they’re slow, not coming through until the next day. This means if you’re running PPC ads, you could be losing a lot of money. If there’s a problem with your ad, you won’t get a notification about it until it’s too late. I have 15 years’ experience of working in PPC agencies, I know just how much money can be lost in a day.

5. It has limited functionality

At times, Google Analytics doesn’t seem to offer even the most basic information, such as notifications of a campaign that’s getting zero conversions. You cannot set up useful alerts until you get some data, as you don’t know what thresholds to set.

6. It’s not scalable

Ads are designed to grow your business. But custom alerts simply can’t be scaled. So, if your ads are working, Google Analytics won’t be. This is particularly true if you have multiple people managing ads for you.

Can custom alerts be made to work better?

I’ve seen suggestions that Google Ad Scripts can make custom alerts work better, but that’s not my experience. Not least because many of the points I’ve made here also apply to Ad Scripts.

And what if you’re running ads outside of Google (e.g. Facebook, Bing, Criteo, Instagram or Display & Video 360)? Ad Scripts can’t help you on those platforms.

The bigger your budget, the bigger your problem. Once you reach an ad spend of millions, you have a lot to lose and really need to be able to detect and fix issues as soon as possible. Mistakes become very expensive.

I have a client who once lost 100,000 Euros over a weekend by accidentally enabling an old campaign…that had become a 404 page.

That experience is what prompted the client to sign a contract with us at YetPulse. We now monitor their ads 24/7 and if there ever is a problem, we can deal with it immediately.

Why Anomaly Detection is Vital for Digital Marketers

When you’re working on multiple campaigns, you end up with tons of data. Say you’re running 1000 ad campaigns. Naturally, you want to understand if everything is working with each one.

That’s a lot of data to work through.

You might end up with that data on multiple spreadsheets. But reading and understanding it all could take hours. You’re almost certain to lose focus and miss something important. Maybe something that could change your approach completely and make you and your clients much more money…if only you knew about it.

You need a system for analyzing data

That system is anomaly detection. This is a problem-solving technique used by statisticians.

An anomaly is a statistical outlier. It’s easy to see outliers when you put the stats into a graph.

For example:

A perfect example of an outlier
This is also an outlier

These are obvious outliers. But it’s not always so simple.

Consider this graph:

Example of a non-obvious outlier

Is the last point on the graph an outlier? It could be, but whether it is depends on what you’re hoping to achieve.

Outliers are not the only anomalies. There are also inliers.

Here is an example:

Example of inlier anomaly

This graph shows website sessions. The number of sessions increases on Mondays and the number of weekday visitors is around double that at weekends. Except in the last week, which shows Monday and Tuesday sessions stuck at weekend levels.

This is a good example of an anomaly that cannot be tracked by rule-based alerts.

Anomaly detection would highlight it automatically. It’s exactly the kind of unexpected anomaly that you’re likely to miss if you’re using spreadsheets.