In Display & Video 360 (DV360), targeting refers to the process of specifying the audience or user segments you want to reach with your advertising campaign. Targeting allows you to define the characteristics, interests, and behaviors of the individuals who will see your ads. It's a crucial aspect of campaign setup because it helps ensure that your ads are shown to the right people, maximizing the effectiveness of your campaign.
Here's an explanation of targeting in DV360 within the context of an example campaign that includes images:
Example Campaign: Let's say you're running a summer fashion campaign for a clothing brand. Your goal is to promote a new line of summer clothing, including swimwear, dresses, and accessories. You want to target fashion-conscious individuals aged 18-35 who live in warm climate regions. You also have specific creatives, including images of people wearing your summer collection, that you want to use in your campaign.
Targeting Options in DV360:
Demographic Targeting:
- Example: You can set demographic targeting to reach users within the age group of 18-35. This ensures that your ads are displayed to individuals who are more likely to be interested in trendy summer fashion.
Geographic Targeting:
- Example: Specify geographic regions with warm climates, such as coastal cities and tropical destinations, as your target locations. This ensures that your campaign reaches individuals in areas where summer fashion is relevant.
Interest-Based Targeting:
- Example: Utilize interest-based targeting to reach users who have shown an interest in fashion, summer activities, and beachwear. DV360 allows you to target users based on their browsing history and online behavior.
Behavioral Targeting:
- Example: Target users who have previously engaged with fashion-related content, such as visiting fashion websites or searching for summer clothing online.
Contextual Targeting:
- Example: Use contextual targeting to place your ads on websites and web pages that are related to summer fashion, travel, and lifestyle.
Using Images in Targeting:
While you don't directly upload images as part of targeting, you use images as part of your creative assets, which are then associated with your targeting criteria. For example:
- You would upload images of your summer clothing collection within the creative module of your line items.
- When setting up targeting criteria, you ensure that your chosen audience segments match the individuals most likely to engage with the images. In this case, your targeting aligns with fashion-conscious individuals interested in summer fashion.
Review and Optimization: After launching your campaign, you can monitor its performance using DV360's reporting and analytics features. By analyzing data, you can make adjustments to your targeting parameters or creatives to improve campaign results. For example, if you find that a particular image or demographic segment is performing exceptionally well, you might allocate more budget or refine your targeting further based on those insights.
Targeting in DV360 is a powerful tool that helps you deliver your advertising message to the right audience, increasing the likelihood of engagement and conversion.
