New automatic bidding in DV360 finally enables pay per click
Back in September, Google officially rolled out the Outcome Based Buying (OBB).
This new buying model makes pay for outcomes (clicks) instead of paying for impressions (CPM). This new feature improves campaign performances as it directly involves the end metrics of activation.
Before this new update, Google only offered an automated auction feature based on a CPM buying type. Unfortunately, this model left advertisers with no other choice in terms of KPI.
Outcome based buying is available for all display campaigns with a post-click conversion goal in Display & Video 360 but there are limitations: DV360 Outcome Based Buying IOs doesn’t support impression based budgets, non-invoiceable CPM fees or % of media fees, attribution models for impressions, average CPM constraints, and creatives hosted outside of Display & Video 360 or Campaign Manager.
Video, TrueView, native inventory, Deal inventory and third party viewability are not supported on Outcome Based Buying too.
Finally, Google also allows its new buying model to non-guaranteed offers.