In Display & Video 360 (DV360), line items are used to configure specific details of how your ads will be delivered within a campaign. Line item options allow you to fine-tune the targeting, budget allocation, ad formats, and bidding strategies for different segments of your campaign. Here are some of the key line item options in DV360, along with an example campaign:
Example Campaign: Imagine you're running a digital marketing campaign for a new line of smartphones targeting both tech enthusiasts and general consumers. You want to allocate your budget differently for each audience segment and use various ad formats to optimize engagement.
Line Item Options in DV360:
Line Item Name: Give your line item a descriptive name, such as "Tech Enthusiasts Display Ads."
Ad Format: Choose the type of ad format you want to use for this line item. For tech enthusiasts, you may use rich media display ads, while for general consumers, you might opt for standard display ads.
Budget Allocation: Specify the budget for this line item. For example, allocate $50,000 for tech enthusiasts and $30,000 for general consumers.
Bid Strategy: Define the bidding strategy that aligns with your goals. For tech enthusiasts, you may choose Cost Per Click (CPC) to maximize engagement. For general consumers, Cost Per Mille (CPM) could be better to increase reach.
Targeting: Set audience targeting criteria for each line item. For tech enthusiasts, target users interested in technology blogs and websites. For general consumers, target a broader audience with interests in lifestyle and shopping.
Geographic Targeting: Specify the regions or markets where you want your ads to appear. For a global campaign, you may include multiple regions or select specific countries.
Device Targeting: Choose the devices on which your ads will be displayed. For both segments, you can target desktop computers, mobile devices, and tablets.
Ad Scheduling: Set the days and times when your ads will run. For tech enthusiasts, you might schedule ads during evenings when they are more likely to engage with tech content. For general consumers, you may run ads throughout the day.
Frequency Capping: Define frequency capping settings to control how often users see your ads within a specific time frame. Ensure that your ads are neither too intrusive nor overlooked.
Creative Assignment: Assign specific ad creatives to the line item. Use engaging images and ad copy tailored to each audience segment.
Verification and Viewability: Enable ad verification and viewability measurement to ensure your ads are delivered as intended and are viewable by users.
Ad Exchanges and Inventory Sources: Select the ad exchanges and inventory sources where you want your ads to appear. Choose sources that align with the interests and behaviors of each audience segment.
Conversion Tracking: Implement conversion tracking to measure the effectiveness of your campaign in driving actions like website visits or purchases.
By configuring these line item options in DV360, you can effectively manage and optimize your digital marketing campaign for different audience segments, ensuring that your budget, ad formats, targeting, and bidding strategies are tailored to each segment's preferences and behaviors.
