Custom bidding in Display & Video 360: what it is and how to use it

All marketers know that a standard approach isn’t enough to unlock true performance. This is also true in the Google Marketing Platform (GMP). Custom Bidding in Display & Video 360 (DV360) is an important player, offering advertisers excellent control and precision.

What is Custom Bidding, and what problem does it solve?

While standard automated bidding strategies in DV360 are designed to help you maximize campaign performance, they operate within predefined parameters. For advertisers who require a more granular and sophisticated approach, Custom Bidding provides that advanced control. It goes beyond what automatic bidding can do. Custom bidding helps you create a bidding strategy that automatically bids based on which impressions are most important to you.

You can reach your campaign goals by optimizing your bids for specific conversion events, goals, or impression signals that are more valuable to you. You can use custom bidding with signals from various sources, like:

Floodlight events and custom Floodlight variables: learn more about Floodlight activities in DV360 here.
Google Analytics 4 (GA4): information on linking GA4 to DV360 can be found here.
Impression signals: Utilize real-time data about the impression itself to inform your bids.

Wondering who Custom Bidding is for?

If you’re an advertiser who demands more control and wants to achieve a new level of optimization, Custom Bidding is for you.

You can assign different weights to each conversion in your funnel or bid differently based on a value received in a custom variable or Google Analytics goal. In other words, you can fine-tune and supercharge your bidding strategy to the smallest detail.

Let’s see the key benefits of Custom Bidding:

Implementing Custom Bidding in DV360 can bring significant advantages across various aspects of advertising campaigns:

Conversion lift, better ROAS, increased brand awareness KPIs & optimised media costs.
A more effective budget allocation, so you can get the most value from your advertising spend.
Flexibility across campaign types: works for programmatic, search, video, and display ads, adapting to different auction dynamics.

The Conclusion? Custom Bidding is the answer for programmatic advertisers who want superior performance

In conclusion, to truly succeed in today’s competitive digital environment, you must go beyond simply participating. DV360’s Custom Bidding provides a robust answer for programmatic advertisers seeking superior performance.

Want to know how Custom bidding can transform your bidding strategy from a standard operation into a finely tuned engine of growth, ensuring every impression counts and every budget spent drives maximum value?

For expert guidance and support, reach out to Sense8 today!