In Display & Video 360 (DV360), line items are a fundamental component of campaign management. Line items define the specifics of how your campaign will run, including where, when, and how your ads will be delivered. There are various line item options and settings available to customize your campaign. Here are some of the key line item options in DV360, along with an example campaign:
Example Campaign: Suppose you're running a campaign for a sporting goods retailer, promoting a sale on outdoor equipment and activewear. You want to target outdoor enthusiasts in specific geographic regions and optimize your ad delivery for different ad formats and devices.
Key Line Item Options in DV360:
Placement: Specify where your ads will be displayed. Options include websites, apps, and video platforms. For this campaign, you can choose placements on outdoor and adventure-themed websites and mobile apps.
Ad Type: Define the type of ad creative you want to use. Options include display, video, native, and more. In this example, you might use display ads, video ads for a YouTube campaign, and native ads for specific content placements.
Targeting: Set your audience targeting criteria. For your campaign, target users interested in outdoor activities and residing in regions with a high affinity for outdoor sports.
Bid Strategy: Choose a bidding strategy based on your campaign goals. If you want to maximize visibility, you might opt for Cost Per Thousand Impressions (CPM). If you want to drive website visits, Cost Per Click (CPC) could be suitable.
Budget: Allocate a budget for each line item. For instance, you can allocate a higher budget to video ads on YouTube and a lower budget for display ads on websites.
Pacing: Determine how your budget is spent over time. Options include "Even Pacing" to evenly distribute your budget throughout the campaign or "ASAP Pacing" to spend your budget as quickly as possible.
Frequency Capping: Limit how often your ads are shown to the same user within a specified time frame. For example, you may set a frequency cap of three impressions per user per day to avoid overexposure.
Ad Scheduling: Define when your ads should run. You can specify days of the week and times of day for ad delivery. If your audience is more active on weekends, you might schedule more ad impressions for Saturdays and Sundays.
Creative Assignment: Assign specific ad creatives to the line item. Ensure that the display ads, video ads, and native ads used in this campaign align with the targeting and ad format for each line item.
Ad Verification: Enable ad verification to ensure your ads are delivered as intended and in brand-safe environments. DV360 offers tools to monitor viewability and brand safety.
Frequency Capping: Set limits on how often your ads are shown to the same user within a specified time frame. This prevents users from seeing your ads too frequently.
Geo-Targeting: Specify geographic regions where your ads should be displayed. For your campaign, focus on areas with a strong interest in outdoor activities.
By configuring these line item options in DV360, you can create a campaign tailored to your specific goals and audience, optimizing ad delivery for different ad formats and platforms while controlling your budget and ad exposure.
