17. 3. 2025

Master a Full- Funnel Strategy in DV360

In today's competitive e-commerce landscape, brands need a comprehensive marketing strategy that effectively reaches their target audience at every stage of the customer journey. This white paper explores how DV360, Google's enterprise-level demand-side platform (DSP), can be leveraged to implement a full- funnel marketing strategy, driving brand awareness, engagement, and conversions for e-commerce businesses of all sizes, including through emerging channels like Connected TV (CTV) and Digital Out-of-Home (DOOH), and with the assistance of AI-powered generative tools.

*The Challenge

The modern consumer journey is complex and non-linear. Customers interact with brands across multiple touchpoints, from initial awareness to final purchase. To succeed, e-commerce businesses must adopt a full-funnel approach that addresses each stage of this journey. DV360 provides the tools and capabilities to execute such a strategy, offering granular control over targeting, creative, and bidding, along with robust measurement and optimization features. Moreover, DV360 is evolving to embrace new channels and technologies like CTV, DOOH, and AI, providing even more opportunities for e-commerce brands to connect with their audiences.

*DV360: A Scalable Solution for E-commerce Success

One of DV360's key strengths is its scalability. Whether a nascent startup or an established enterprise, brands can tailor their approach based on budget and specific needs.

Small Budgets: Focus on efficiency and maximizing ROI through highly targeted campaigns with strong calls to action. Leverage DV360's built-in options like planning tool, audience targeting, bidding strategies and inventory management to optimize performance.
Medium Budgets: Expand reach with broader targeting options, experiment with diverse ad formats, and explore new channels like YouTube and CTV. Invest in automation and begin implementing more sophisticated personalization tactics.
Large Budgets: Utilize premium placements, high-impact formats, and programmatic guaranteed deals to maximize reach and visibility across all channels, including DOOH. Leverage advanced features like cross-channel attribution and AI-powered optimization to gain deeper customer insights and refine campaign strategies.

Full-Funnel Strategy in DV360

This strategy outlines how to utilize DV360's strengths across the entire customer journey, including recommended budget allocation and bidding strategies:

Top of the Funnel (Awareness): 30% of Budget

Goal: Generate initial interest and maximize reach among potential customers.

Tactics:

Display & Video Campaigns: Utilize contextual targeting, affinity audiences, custom intent audiences, and in-market audiences to reach potential customers across the Google Display Network and
YouTube.
YouTube Masthead & Bumper Ads: Generate mass awareness with high-impact placements on YouTube's homepage and video content.
CTV Advertising: Reach engaged audiences on streaming platforms with high-quality video ads.
DOOH Advertising: Extend reach into the physical world with impactful digital displays in high-traffic locations.

Bidding Strategy:

Viewable CPM (vCPM): Optimize for impressions that are actually
seen by users.
Cost-per-View (CPV): Pay only when a user watches a significant
portion of your video ad.

DV360 Advantage:

Access to diverse inventory like YouTube and emerging channels like CTV and DOOH.

Mid-Funnel (Consideration): 40% of Budget

Goal: Drive engagement, nurture leads, and personalize the customer experience.

Tactics:

Dynamic Retargeting: Showcase previously viewed products or similar items with personalized messaging and dynamic creative optimization (DCO).
Lead Generation Campaigns: Collect email addresses through interactive ad formats and dedicated landing pages, offering valuable content in exchange for sign-ups.

Bidding Strategy:

Click-through Rate (CTR): Optimize for clicks to your website or landing page.
Cost-per-Click (CPC): Pay only when a user clicks on your ad.

DV360 Advantage:

Advanced DCO capabilities and seamless integration with Google Analytics and CRM platforms facilitate highly personalized retargeting and efficient lead capture.

Bottom of the Funnel (Conversion): 30% of Budget

Goal: Convert interested users into paying customers.

Tactics:

Cart Abandonment Retargeting: Remind users of abandoned items
with targeted ads featuring product images and special offers.
Conversion-Focused Bidding: Utilize Target CPA (Cost-per-
Acquisition) or Maximize Conversions bidding strategies to optimize
campaign performance.
Remarketing Lists for Search Ads (RLSA): Target past website visitors with tailored search ads when they search for related products on Google.

Bidding Strategy:

Target CPA: Set a target cost per acquisition and let DV360's algorithms optimize bids to achieve that goal.
Maximize Conversions: DV360 automatically sets bids to maximize the number of conversions within your budget.

Enhanced CPC (ECPC): Adjust your manual bids based on the likelihood of a click leading to a conversion.

DV360 Advantage:

Powerful bidding algorithms, real-time data access, and seamless integration with other Google products enable precise budget allocation and maximize conversions.

AI-Powered Enhancements

DV360 is increasingly incorporating AI and machine learning to enhance campaign performance:

Automated Bidding: AI algorithms optimize bids in real-time to achieve campaign goals.
Creative Optimization: AI can generate and test different ad variations to identify the most effective creatives.
Audience Insights: AI can analyze vast amounts of data to provide deeper insights into audience behavior and preferences.

DV360 Planning & Execution

DV360 provides a robust suite of tools for campaign planning and execution:

Planning Section: Define campaign goals, target audiences, budget allocation, and key performance indicators (KPIs).

Format Gallery: Explore a wide range of ad formats, including interactive, video, and native ads, to engage users across different platforms and devices.

Feeds: Utilize product feeds to dynamically generate and update ad creatives with real-time information, ensuring ad relevance and accuracy.
Floodlights: Implement Floodlight tags to track conversions, attribute value, and measure campaign performance, enabling data-driven optimization.
Marketplace: Discover and access a wide range of inventory packages, audiences, and insights from premium publishers and data providers. This streamlines the process of finding and securing high-quality inventory that aligns with your campaign objectives.

Conclusion

DV360 empowers e-commerce brands to implement a comprehensive full-funnel marketing strategy, driving growth and maximizing ROI. Its scalability, diverse capabilities, and robust measurement tools, coupled with emerging channels like CTV and DOOH and AI-powered enhancements, make it an ideal platform for businesses of all sizes.

By leveraging DV360's strengths and adhering to a strategic approach, e-commerce brands can effectively reach their target audience at everystage of the customer journey, fostering brand loyalty and driving sustainable success.

Ready to unlock your e-commerce potential with DV360?

As a Google reseller, we possess the expertise and experience to help you navigate the complexities of DV360 and develop a tailored strategy that aligns with your business objectives. Contact us to learn more about how we can help you achieve your e-commerce goals.

Do you need help with the setup in your company? Contact us at vojtech.vais@optimics.cz