Jamie Potter

In the ever-evolving world of digital advertising, reaching the right audience is the key to success. Google’s Display & Video 360 (DV360) offers an array of powerful audience-targeting options that can help you connect with your ideal clients.

In this comprehensive guide, explore the various types of audiences you can target in DV360, from first-party audiences to private deals. By the end of this blog, you’ll have a thorough understanding of how DV360 can boost your advertising campaigns.

First-Party Audiences: Leveraging your existing customer base

First-party audiences are people you’ve directly interacted with. The Customer Match option in DV360 is the bridge that connects you with your loyal audience.

You can upload customer lists, including email addresses and device IDs, to target your existing customers directly, ensuring they stay engaged and informed about your latest offerings.

You can also create custom audiences based on users who have visited your website or specific web pages through the “Website Visitors” option.

Retargeting website visitors can be highly effective in driving conversions. Imagine someone browsing your product pages but not making a purchase. DV360 allows you to remind them of their interest, nudging them closer to the checkout button.

Third-Party Audiences: Expanding your reach with external data

DV360 integrates seamlessly with various third-party data providers, giving you access to a wealth of demographic, interest, and behavioural data. Data providers continually update their datasets, allowing you to craft custom audiences that stay relevant.

Leveraging third-party data enriches your targeting options, enabling you to tap into specific niches or demographics you might not have reached otherwise.

Contextual Audiences: Aligning ads with relevant content

Contextual targeting is about placing your ads in the right context. DV360’s keyword and category targeting is driven by Google’s search technology. It ensures your ads are placed on pages with content relevant to your brand, product, or service.

Keyword targeting uses phrase matching, automatic pluralisation, and canonicalization matching (e.g. “ski hat” becomes “ski hats” or “hat ski”). Imagine how beneficial it would be to have your outdoor gear ads appearing on a hiking blog, precisely when readers are researching the best hiking boots.

Site targeting is your ticket to securing premium real estate on the web, guaranteeing your message reaches a receptive audience. This approach allows you to bid for placements on specific domains, ensuring your ads are displayed where they matters most.

Google Audiences: Harnessing Google’s datasets for precise targeting

Google Audiences allows you to unleash the power of Google’s expansive datasets. This powerful component allows you to tap into rich, varied data and create campaigns that resonate more with your audience.

With Google Audiences, you can benefit from these three audience types:

Affinity Segments

Affinity segments lets you reach users based on their passions, habits, and interests. You can target individuals who have demonstrated a strong interest in a specific topic, making it easier to connect with your ideal audience.

Picture your travel-related ads reaching individuals passionate about exploring new destinations.

In-Market Audiences

Identify users actively researching products or services, indicating they are close to making a purchase. This targeting helps you capture consumers in the decision-making phase.

If you’re selling laptops, reaching users actively comparing models can be a game-changer!

Custom Intent

Reach users actively searching for keywords and phrases related to your products or services. This approach ensures your message reaches those with specific purchase intent.

Think about users actively searching for “best smartphone deals” stumbling upon your mobile phone store’s ad.

Private Deals: Gaining premium access with programmatic guarantees

Private deals are your avenue to securing high-impact placements like homepage takeovers or sponsorships on trusted websites.

Programmatic Guaranteed deals offer advertisers predictability and control over ad placements and pricing. This involves direct negotiations with publishers, allowing you to secure premium inventory and ensure your ads appear in prominent, brand-safe environments.

Elevate your digital advertising strategy with DV360

DV360 opens the door to a world of possibilities when it comes to targeting the right audience. Whether you’re reconnecting with existing customers, harnessing the power of third-party data, or tapping into Google’s extensive audience segments, DV360 equips you with the tools needed to aid your advertising efforts.

Interested in integrating programmatic display into your digital strategy? Reach out to our friendly team of display experts and find out more about how they can revolutionise your paid activity, helping you achieve the best results for your business.


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