Hands on training for Marketers in  D&V360 D&V360

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Learn how to execute high performance programmatic campaigns with industry leading training from DELVE
Display & Video 360
Hands On Training for Marketers in Display & Video 360
Google Marketing Platform

Learn how to execute high performance
programmatic campaigns with industry leading
training from DELVE

Overview

The training takes a hands-on and practical approach
to the tools in the Display&Video 360 stack.

Participants will leave the training empowered to manage campaigns on their own, including:

Campaign Manager (CM): trafficking in Campaign Manager (CM)

Display&Video 360 (D&V360): Setting up and managing budgets and campaigns

Studio : Understanding the role of Studio in automating the creative production process.

The training will be adjusted to the skillset of the participants.
The full training curriculum spans 4 days (6 hours per day), and can be conducted in-person or remotely.

Curriculum for the Display&Video 360 Training

IMPORTANT:
Display&Video 360 Training from DELVE is custom designed for your unique needs. DELVE will survey your business beforehand to tailor curriculum to highest value topics.

DAY 1 / Introduction and Theory

DAY 1 / 360 min total
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section 01 /
Background
Topic and what questions will it answer?
Description
Introduction to Programmatic Display: history and theory.

Introduction to Programmatic

  • What is programmatic, how did it begin, and how has it evolved?
  • Does programmatic strategy vary vertical to vertical?

Why Display&Video 360?

  • What are the advantages and disadvantages of Display&Video 360 Digital Marketing vs industry competitors?

Display&Video 360 and Google Marketing Platform

  • How does Display&Video 360 fit into the broader Google technology stack, and what are the benefits of this native integration?
Duration
40 min
section 02 /
Topic and what questions will it answer?
Description
Introduction to Campaign Manager

Ad Server and Attribution Platform

  • Why is unified tracking with an ad server important?

CM Architecture

  • What is campaign taxonomy, why is it important, and how do I architect it strongly?

CM SetUp

  • How do I traffic a campaign?

CM Attribution

  • How can CM help me understand the true value of my media campaigns?
Duration
120 min
 
Lunch
 
 
Duration
40 min
 
section 03 /
Topic and what questions will it answer?
Description
Introduction to Display&Video 360

Heart of the System

  • What is a Demand Side Platform and why should I care?

Integration

  • How does D&V360 integrate with the broader Google technology stack?

D&V360 vs GDN

  • How does managing Display in D&V360 compare to managing Display in AdWords on the Google Display Network?

Google Privileges

  • What benefits are there to managing Display with D&V360, instead of other industry competitors?
Duration
100 min
section 04 /
Topic and what questions will it answer?
Description
Introduction to Studio

Creative

  • What benefits can strong creative bring to my campaign performance and business?

Studio role

  • What role does Studio play in generating strong creative?

Creative Types

  • Which creative types is Studio compatible with?
Duration
60 min
 
Note
Search Ads 360 is not covered in this training, and is covered in separate training sessions
 

DAY 2 / Foundational Hands On CM and DV360 Training

DAY 2 / 360 min total
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section 05 /
Topic and what questions will it answer?
Description
Campaign Architecture, Trafficking, Cookie Duration, and more

Structure

  • How can I structure campaign taxonomy in a way that adequately captures unique business hierarchy across both digital and offline initiatives?

Tagging

  • Which site events and dimensions do I need to track to provide exceptional insight into campaign performance?

KPIs

  • How do I define KPIs to successfully measure campaign performance across the full marketing funnel?

Creative Architecture

  • What are best practices for building, trafficking, and managing media across a set of placements, ad groups, and creatives?

Creative Architecture

  • What are best practices for building, trafficking, and managing media across a set of placements, ad groups, and creatives?

Creative Testing

  • What is A/B/n testing and how can I leverage it to improve ROI?
Duration
160 min
 
Lunch
 
 
Duration
40 min
 
section 06 /
Topic and what questions will it answer?
Description
Insertion Order Setup, Budget Definition, Audience Targeting, and more.

Structure

  • Campaigns, Insertion Orders, and Line Items: how do these relate and how should I set them up?

Frequency

  • What is frequency, why is it important, and what is considered the ideal?

Brand Safety

  • What is brand safety, why is it important, and how do I ensure it?

Viewability

  • What is viewability, why is it important, and how do I manage against it?

Bidding

  • How should I manage bidding in DBM?

Demographics

  • What is demographic targeting and how can it help improve my campaign performance?

Budget

  • What is pacing, how do I make sure I don’t overspend, and how do I optimize efficiently to maximize performance within a set budget?
Duration
160 min

DAY 3 / Advanced Hands On D&V360 Training

DAY 3 / 360 min total
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section 07 /
Topic and what questions will it answer?
Description
Budget Management, Bidding Techniques, Frequency and Recency, and more.

Last Click Attribution

  • Which scenarios are appropriate form Last Click Attribution modelling, what are the alternatives, and when are they appropriate?

Latency

  • What is latency, why is it important, and how do I optimize against it?

Programmatic Guaranteed

  • What is the difference between PMP, PG, and RTB? How can they work together to improve campaign performance?

What is the correct CPM?

  • Is there an optimal CPM, and how can I find it?

TrueView

  • What is TrueView, why is it important, and how can it help me grow my brand?

Custom Intent

  • What is Custom Intent, why is it important, and how can it help me grow my brand?

Video Performance

  • What are the unique benefits of Video inventory vs. standard Display banners? Is the increased cost worth the performance?
Duration
160 min
 
Lunch
 
 
Duration
40 min
 
section 08 /
Topic and what questions will it answer?
Description
Budget Management, Bidding Techniques, Frequency and Recency, and more. (continued)

Billing

  • How is billing managed in the Display&Video 360 Digital Marketing suite?

Support

  • What role does Google Support play and how can they help ensure my success?

Reporting And Optimization

  • What reporting options are available to me and how can I leverage them to tell a meaningful story?

Tests

  • What options for testing does the Display&Video 360 Digital Marketing suite provide and how can I take advantage of these options in a meaningful way?

Historical

  • What is A/B/n testing and how can CM help me audit my creative strategy?

Advanced

  • What is automated bidding and how can it help my business?
  • What is the halo effect, why should I care, and how can I most accurately measure it?
Duration
160 min

DAY 4 / Expert Training on Bidding, Creative, and Attribution

DAY 4 / 360 min total
section 09 /
Advanced (everything)
Description
Description
Automating Ads with Data Responsive Creative. Attribution Options in the Display&Video 360 and Google Analytics. Managing Offline and Online Marketing Data Cohesively. Data Visualization for Impactful Storytelling, and more.

Data-Responsive Creatives

  • What is Data Responsive Creative, why should I care, and how will it help me grow my brand?

Machine Learning in Application to Display

  • What is Customer Lifetime Value, why should I be optimizing to it, and how can Machine Learning help me get ahead of my competition?

Marketing Media Mix

  • How can I become more mature with budget allocation, and build a successful cross-channel marketing program that drives prospects through to revenue?

Reporting

  • How can I automate my reporting and overlay meaningful visualization to tell an insightful and accurate story in real time?
Duration
360 min
Why Train with DELVE?
Meet the trainers:
Greg Sobiech
Founder,
Managing Partner
Greg has over 20 years of Digital experience. His experience stems from stints doing Strategy and Analytics at Digitas, or managing Digital at Bath & Body Works. For the last 10 years Greg has been managing Delve, leading the firm across 3 practice areas: Web Analytics (GA/GTM), Programmatic Display (DCLK) and Data Science (Google Cloud).
Darek Piotrak
Chief Technology Officer,
Managing Partner, EMEA
Darek is a technology enthusiast with experience gained over 20 years in large scale digital transformation projects for Investment Banks, Energy Trading Companies and other Fortune 500 companies. He’s certified in Display&Video 360 Digital Marketing products (Display&Video 360 Experts training path) and interested in using advanced technology to provide business benefits in the Digital Marketing space.
Anton Lipkanu
Director,
Programmatic Media
Anton is a passionate Gen Z Marketer. Working as a cross-vertical consultant his expertise helps brands grow. He currently manages DELVE's rapidly growing Media Team, helping clients drive hard ROI in the programmatic space.
Ashton Howe
Director, Data Strategy
Ashton is a data-driven marketing strategist with a strong background in marketing analytics, data science, and solutions architecture. Her expertise is focused on cross-channel attribution modeling, marketing automation, and Google technology.
Frequently Asked Questions
What makes DELVE's Display&Video 360 Training unique?
DELVE Display&Video 360 Training guides you through hands-on learning to help youunderstand the what, the how, and the why behind Programmatic Media management.

A collaborative conversation at the intersection of strategy and tactic, we help attendees understand not only how to traffic, flight, and manage campaigns, but how to think critically about the correct business questions to drive a positive return with your Display&Video 360 investment.
Who should attend?
Decision Makers: Understand how Programmatic can help achieve strategic business goals
Marketing Managers: Understand how to best tie Programmatic management through to broader goals
Media Planners and Traders: Brush up on fundamentals and learn advanced techniques to maximize campaign performance
What will I learn at the Display&Video 360 Training?
Tactical guidance will be contextualized within the broader framework of business strategy. Training will help Decision Makers and Marketing Managers learn how to best leverage Display&Video 360 to drive business forward, and help Media Managers hit the ground running with planning, trafficking, and managing successful campaigns.
How is the Display&Video 360 Training conducted?
DELVE Display&Video 360 Training is offered in person or over video conferencing. Training can be customized for each attending team.
Please contact us in advance to discuss adjusting curriculum to specific areas of focus.
How Long is Training?
We find the most effective time length to turn attendees into Display&Video 360 experts is four business days. DELVE Display&Video 360 Training can be customized for each attending team. Please contact us in advance to discuss adjusting curriculum to specific areas of focus.
Agencies and Enterprises alike lean on DELVE training:
Reviews
Director of Online Marketing
Delve recently launched a display advertising campaign for Adorama to help reach new customers. The program has been very successful and that is in large part due to the knowledge and expertise of the Delve team. We’ve now worked with the Delve team on several different initiatives, including GA tracking code implementation, data visualization, and now programmatic display. We highly recommend them!
friedman.abraham | Jul 11, 2018
Extension of my team
I have been working with Delve for over 10 months now, on both DoubleClick Marketing suite integration and Google 360 Suite. Right from initial discussions to planning, scoping and to execution, team at Delve has been very responsive. They completely understood complexity of our multi brand business, customer touch points, migrations, conversions, etc. and helped us to roll out the right structure which supports complete digital marketing activities. It is a pleasure working with them.
Saurabh Khosla | Jun 7, 2018
Knowledgeable & Proactive
It's been a pleasure working with folks at Delve to aid us in enhancing our GA tagging and assist with deploying 3rd party tags in GTM. They took the time to understand our business and marketing objectives; it was evident they were truly invested in our success. They worked quickly, were thorough, and very responsive. They were also proactive; identifying opportunities and recommending solutions based on our business objectives.
jgordon@deergear.com | Dec 20, 2017
Great Partners
The Delve Team is great. I have been working with them for a year now and have only positive things to say about them. They are very responsive and are experts in GA, GTM. They will work late hours for you, which was great when we had to do a new site launch. Very reliable partners!
olga_dourassof@moma.org | Aug 18, 2017
Very Responsive
Delve has proven a great asset in helping our team adjust to taking on web analytics and optimization. We have been pleased with their responsiveness and breadth of knowledge on the entire Google ecosystem from Analytics to BigQuery.
pthompso@akamai.com | Aug 17, 2017
Expert, helpful partners for analytics support
Having partnered with the Delve team on multiple occasions for clients, I've experienced their expertise, insights and enthusiasm for partnership across different initiatives. They're problem solvers and eager to help find new approaches and solutions, and have helped us uncover important action items to strengthen our programs.
Jane Duncan | Jan 10, 2017
Interested in Display & Video 360
Hands-on Training? Contact Us!