Difference Between Google Ads & DV360

Google Ads & DV360 are two effective platforms of Google to buy inventory on different publishing websites. 

Both platforms have different targeting capabilities which can be used by advertisers to reach their target audience. 

In this article we will understand, what is Google Ads and DV360, and what’s the difference between them. So let’s get started!

What is Google Ads?

Google Ads (formerly known as Google ads), is Google’s advertising platform through which you can buy media on search ads, display ads, video ads, hotel ads and shopping ads

DV360 (Display Video 360)

DV360 (formerly known as DoubleClick Bid Manager) is Google’s demand side platform (DSP) for programmatic media buying on display and video network. 

This can be used when advertisers have higher budgets in display advertising. 

What is the difference between Google Ads & DV360?

There are couple of differences between the two platforms

Feature Google Ads DV360
Fee’s No set up & media fee Set up & media fees on spends
Inventory Limited Large inventory (wider reach)
Programmatic Buying Not available Available
Frequency Cap By day By hour & minute
Bid Type CPC, CPM & CPV CPM preferred
Creatives Image, Banner, GIF, Responsive, Video ads Rich media, HTML5, Native, Video ads
Targeting Keywords, Placements, Affinity, In-market, Topics 1st & 3rd Party, Affinity & In-market, Custom Lists, Behaviour Targeting
1st & 3rd Party Data Not available Available
Dynamic Creative Not available Available
Auctions & Deals Not available Open Auction, Private Auction, Preferred deals, Guaranteed deals

Which to choose Google Ads or DV360?

You can choose platforms basis below objectives:

Wider Reach 

If you are looking for wider reach on display and video, you should go with DV360

Dynamic Creatives (DCO)

If you are looking to use dynamic creatives (DCO), you can go with DV360. Dynamic creatives will allow you to define a communication journey to your audience on programmatic network 

Search (Pull Marketing)

If you are looking for pull marketing, go with search ads, as search ads are intent based ads, which will help you to drive more conversions for your campaigns. 

Cost Effective

If you are planning an aggressive campaign for awareness and looking for better cost, go with DV360, as it will allow you to buy inventory at better cost.

Story Telling 

If you are looking to tell a story on display and video, you should go with DV360 as it will allow you to define a journey to your audience communicating the story of the product.

Lower Budgets

If you have low budgets, you can go with Google Ads. As DV360 is preferred for higher reach on display and video network. 

Conclusion

You should select the type of advertising platform, basis the objective or requirement of your campaign. DV360 is very effective if you are looking for programmatic campaigns. Major brands consider DV360 as it’s has better targeting capability then Google Ads!