DV360 vs Google Ads : How to Choose

In the world of digital advertising, businesses are constantly looking for the best platforms to achieve their goals. Google Ads and DV360 (Display & Video 360) are two of the most popular advertising tools offered by Google, but they serve different purposes and cater to different business needs. In this blog post, we’ll dive deep into both platforms, compare their features, and help you determine which one is the best fit for your business.

What is Google Ads?

Google Ads is a robust online advertising platform that allows businesses to run ads across various Google channels, including search results, YouTube, Google Display Network (GDN), and mobile apps. It enables advertisers to target users based on keywords, demographics, location, interests, and more.

Here are some of the main components of Google Ads:

• Search Ads: These ads appear on Google’s search results when users search for specific keywords.
• Display Ads: These are image, text, or video ads that appear on websites within the Google Display Network.
• Video Ads: These ads appear on YouTube and other Google properties.
• App Ads: Businesses can create ads specifically for mobile apps to drive installs or engagement.

Google Ads is a great platform for businesses of all sizes, from small startups to large enterprises. It’s user-friendly, highly customizable, and offers precise targeting, making it an ideal solution for businesses that want to reach users at various points in their online journey.

What is DV360?

DV360, or Display & Video 360, is part of Google’s marketing platform designed for programmatic advertising. DV360 is a more advanced tool compared to Google Ads, offering a broader range of capabilities and features. Unlike Google Ads, which is more suited to self-managed ad campaigns, DV360 is intended for advanced advertisers or agencies who want to create complex campaigns with sophisticated targeting and optimization techniques.

DV360 is particularly useful for display, video, and programmatic advertising. It gives businesses access to Google’s extensive inventory, including YouTube, Google Display Network, and even third-party sites that are not available through Google Ads. It’s an excellent option for businesses with large-scale campaigns, as it offers extensive automation features, advanced data integrations, and better reporting options.

Some key features of DV360 include:

• Advanced Targeting: You can target audiences using data from Google audiences, custom data sets, and third-party providers.
• Programmatic Buying: DV360 is built for programmatic ad buying, allowing for automated ad placements across multiple platforms.
• Creative Tools: It provides sophisticated tools for designing rich media ads and video creatives.
• Advanced Reporting: With DV360, you can track campaign performance in much more detail and access customized reports.

If your business has complex advertising needs and requires access to a variety of inventory options, DV360 may be the right fit. It’s ideal for larger enterprises or agencies running multi-channel campaigns.

Key Differences: Google Ads vs DV360

To make your decision easier, let’s break down the key differences between Google Ads and DV360 in a comparison table:

Feature	Google Ads	DV360
Targeting Options	Keyword, demographic, location, interests, etc.	Audience-based targeting, first-party & third-party data
Ad Inventory	Google Search, Display Network, YouTube, Apps	Google inventory (YouTube, Display Network) and third-party websites
Ease of Use	User-friendly, suitable for beginners	More complex, suited for advanced users and agencies
Programmatic Buying	No (manual bidding)	Yes (automated programmatic buying)

When to Use Google Ads

Google Ads is often the go-to platform for businesses looking for quick, efficient, and scalable online advertising solutions. Here are some scenarios where Google Ads would be ideal for your business:

1. Small to Medium-Sized Businesses: Google Ads is designed to be user-friendly, and it offers a variety of automated tools that make it accessible for small businesses without dedicated ad teams.

2. Local or Regional Advertising: Google Ads is perfect for targeting specific geographic locations, whether it’s a neighborhood, city, or region. You can set precise location parameters to target customers in your vicinity.

3. Direct Response Campaigns: If your goal is to drive immediate conversions—such as product purchases, sign-ups, or inquiries—Google Ads is an excellent choice. With its Search Ads, you can target users actively searching for your product or service.

4. Budget Flexibility: Google Ads offers flexible budgeting options, allowing you to start with a smaller budget and scale as you see results.

When to Use DV360

While Google Ads is suitable for many businesses, there are times when DV360 is the better option. Here are some scenarios when you should consider using DV360:

1. Large-Scale Campaigns: If your business runs large-scale campaigns across multiple channels, DV360’s programmatic capabilities make it easier to manage and optimize.

2. Advanced Targeting Needs: If you need to use custom audience segments, third-party data, or advanced targeting options, DV360 provides more granular control over who sees your ads.

3. Complex Reporting Requirements: For businesses that require detailed, customizable performance reports and insights, DV360 offers far more robust analytics than Google Ads.

4. Creative Customization: If your campaigns involve rich media or video ads, DV360 has advanced creative tools that allow you to design engaging, dynamic ads tailored to your audience.

Which One is Right for Your Business?

The choice between Google Ads and DV360 ultimately depends on the size of your business, your advertising goals, and the complexity of your campaigns. Here’s a quick guide to help you choose:

• Use Google Ads if you are a small to medium-sized business with limited resources, need easy-to-use tools, and want to run simple, straightforward campaigns.
• Use DV360 if your business is large or you are running a complex advertising campaign that requires advanced targeting, programmatic buying, or customized reporting.

Ultimately, both platforms are powerful tools, and in some cases, businesses may benefit from using both in tandem. Google Ads can handle the simpler aspects of your advertising, while DV360 can take on larger, more complex campaigns.

FAQ

What is the main difference between Google Ads and DV360?
Google Ads is designed for simpler, user-friendly ad campaigns, primarily focusing on search engine marketing (SEM), display, and video ads. It is ideal for businesses that need a straightforward advertising solution. In contrast, DV360 is a more advanced, programmatic platform tailored for larger, multi-channel campaigns that require precise targeting and detailed reporting across a wider range of ad inventory.

Can DV360 be used for search advertising?
No, DV360 does not support search advertising. It focuses on display, video, native, audio, and digital-out-of-home ads, making it best suited for businesses running complex campaigns across multiple ad exchanges.

How does pricing differ between Google Ads and DV360?
Google Ads primarily operates on a cost-per-click (CPC) model, allowing businesses to pay for ads when users click on them. DV360, on the other hand, offers more flexible pricing models, such as CPM (cost-per-thousand impressions), CPCV (cost-per-view), CPE (cost-per-engagement), and real-time bidding, making it ideal for larger-scale, programmatic advertising.

Is DV360 suitable for all types of businesses?
DV360 is most beneficial for large-scale advertisers, agencies, and businesses with complex advertising needs that require advanced targeting and multi-channel capabilities. Smaller businesses or those with simpler campaigns may find Google Ads to be a more aligned and cost-effective solution.

Conclusion

Both Google Ads and DV360 have distinct advantages, and choosing the right platform depends on your specific business needs. Google Ads is an excellent choice for businesses seeking a user-friendly platform to manage search, display, and video ads, offering seamless access to Google’s expansive advertising ecosystem. It’s perfect for small to medium-sized businesses looking for simplicity and efficiency in their campaigns.

On the other hand, DV360 is better suited for more advanced advertisers, larger enterprises, or agencies that require programmatic ad buying, highly detailed targeting, and in-depth performance reporting. It provides a more sophisticated approach, offering greater flexibility and customization for large-scale, complex campaigns.

Understanding the core differences between Google Ads and DV360 is crucial for making a well-informed decision. Choose the platform that best aligns with your business goals, budget, and marketing objectives. If you’re uncertain, partnering with an expert like Kleverish, a trusted Google Ads Partner, can help guide you through the decision-making process. Kleverish offers tailored digital marketing strategies to help you choose the right platform and optimize your campaigns for the best results.