DV360 v Google Ads: Which Platform Delivered Better Results for HTML5 Display Ads?
In our quest for optimisation, we set out to compare the performance of HTML5 display ads on Google Ads and DV360, aiming to answer a key question: Which platform delivers better traffic for a highly specific geolocation?
Our primary KPIs were Click-Through Rate (CTR) and Cost-Per-Click (CPC)—metrics focused on driving engagement, not just impressions. To keep the comparison fair, we applied consistent targeting parameters across both platforms.
Key Takeaways
- Platform Flexibility: DV360 offered greater flexibility, allowing us to run a "Maximise Clicks" campaign with broad targeting, while Google Ads limited us to a "Viewable Impressions" campaign under similar settings.
- Creative Approval Challenges: Ad approvals were smoother on DV360, where proactive support resolved issues quickly. In contrast, Google Ads' support team left us waiting for a month without a resolution.
Results
| Platform | Budget | Impressions | Clicks | CTR | CPC | CPM |
|---|---|---|---|---|---|---|
| Google Ads | £2,765.47 | 10,965,060 | 7,393 | 0.07% | £0.37 | £0.25 |
| DV360 | £2,919.27 | 4,486,170 | 17,449 | 0.39% | £0.17 | £0.65 |
DV360 generated 10,000 more clicks than Google Ads, achieved a CTR over 5x higher, and delivered a CPC less than half that of Google Ads. While Google Ads produced more impressions, DV360's ability to drive meaningful clicks made it the clear winner for this traffic-focused campaign.
Learnings and Next Steps
The flexibility and proactive support of DV360 made a tangible difference in this test. Its superior performance, especially on CTR and CPC, highlights its advantage for traffic-oriented campaigns.
Up next: We’ll be testing a "Viewable Impressions" strategy to evaluate platform performance from a different angle.
Final Thoughts
This campaign underscores the importance of aligning platform capabilities with campaign goals. DV360 emerged as the stronger option for driving meaningful traffic, but different strategies might reveal new insights.
If you need help navigating the nuances of ad platforms, we’d love to chat!
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