Since the market is overstocked with ecommerce retailers, every in-house digital marketing team finds it to be more and more challenging to bring quality leads to the
table. Tools that brought high conversion rates yesterday, do not work anymore. Why?
Author: Kate Taurina
Business Develoment Manager
RealWeb Marketing Agency
The reason for that is lack of innovative tools that marketers use on daily basis. One of those hidden gems is Google DISPLAY & VIDEO 360. DV360 Platform created by Google allows advertisers and agencies to buy ad impressions for given targeting. Thank to using more than 26 providers of 3rd party data, this tool is capable of collecting information on users from large internet providers, IT companies, retailers and allows reaching ready-to-go targeted audiences that match the given criteria by 100%. Marketers can also go through inventory (76+ stocks) manually to find the best fit publishing sources not depending on the advertising platform owners. Google Affinity, In-Market and demographic data takes a holistic view of user behavior by interests, GEO, devices, intention to buy, visited webpages etc. DV360 gives only fresh data that helps marketers to control and optimyze the campaign in real time thereby increasing the conversion rate at times.
Another great benefit Google DV360 offers is building a look-a-like audience or even exchanging audiences. While click cost goes higher in Display&Video360 than in Google Ads, the cost per attracted lead is cheaper as you do not waste marketing budgets on wrong audiences. Adding to that you can exclude the leads that have interacted with Google Ads, but have not bought the item. Isn’t that incredible?
And as a cherry on top, you can use any display formats you could ever wish for: interactive banners, pop-up windows, videos, in-Apps etc. DV360 would adjust Your data-driven creatives to the specific audience automatically.