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Digital advertising platforms have become indispensable tools for businesses to effectively reach their target audiences and achieve their marketing goals. Among the most popular platforms are Display & Video 360 (DV360), Campaign Manager 360 (CM360), and Search Ads 360 (SA360). However, understanding the cost structure of Google Marketing Platform is crucial for businesses to plan their advertising budgets efficiently. In this article, we will delve into the payment models and factors that determine the cost of licensing DV360, CM360, and SA360.
Display & Video 360 (DV360) License
Display & Video 360 is a comprehensive platform that allows advertisers to manage and optimize their digital display and video campaigns across various channels. The cost of a DV360 license (technology cost) is a percentage of media spend in a given month. We distinguish two types of expenses: display and non-exchange expenses such as YouTube or Programmatic Guaranteed. In the case of YouTube campaigns or Programmatic Guaranteed campaigns, the fee is usually lower, and it’s worth keeping that in mind when signing a contract.
The technology cost includes the expenses associated with utilizing DV360’s advanced features, data analytics, and use of the brand safety tool. By combining media spending and technology cost, businesses can accurately estimate the monthly fee required for a Display & Video 360 license.
There is also an advanced serving fee which applies to multi-variant creative formats:
- Dynamic display, video, and audio creatives, including data-driven creatives in Display & Video 360 (Cuecard, Panorama, Blank slate, custom data-driven display formats, and Customizable audio mixer.)
- Customizable display, video, and audio projects built in Ads Creative Studio
These advanced formats will be charged in CPM on top of any other Display & Video 360 charges. If you’re using Campaign Manager 360 with Display & Video 360, you’ll only be charged once in Campaign Manager 360.
Additional fees in individual countries
In some countries, rules or regulations regarding digital advertising have been implemented. These additional fees apply when an advertisement is displayed in specific countries or related regions, regardless of the company’s location. To learn more about specific additional fees, please select the country where they apply.
All taxes, such as sales tax, VAT, goods and services tax, or Quebec Sales Tax (QST), applicable in your country will be charged together with the new additional fees.
Campaign Manager 360 (CM360) License
Campaign Manager 360 is a robust campaign management platform that enables advertisers to track and analyze their ad impressions and clicks across different channels. The cost of a CM360 license follows a monthly fee payment model. The fee is based on the monthly volume of impressions measured in the CPM model or clicks measured in the CPC model. The pricing structure allows businesses to align their costs with the scale of their advertising campaigns. Higher impression or click volumes typically result in a higher monthly fee for the CM360 license.
Rich media and video fees are additional and can vary in value.
We may distinguish the following additional fees:
- Additional fee for standard video/audio (in-stream, in-banner video / VPAID, Teaser Ads)
- Additional fee for advanced display (including Floating Expanding, Interstitial, Peel Down, non-video VPAID, and in-page non-video)
- Additional fee for click tracking (without impressions)
Search Ads 360 (SA360) License
Search Ads 360 is a powerful search advertising platform that helps advertisers manage and optimize their search engine marketing campaigns across multiple platforms. The cost of an SA360 license is determined by a monthly fee based on the monthly media spending for ads in synchronized platforms that are optimized using SA360.The cost of a SA360 license (technology cost) is a percentage of media spend in a given month. This payment model ensures that businesses are charged according to their advertising expenditure on synchronized platforms, allowing them to effectively allocate their advertising budgets.
Additional Advice
When considering investing in digital advertising platforms like DV360, CM360, and SA360, understanding the cost structure is crucial for businesses.
Full Stack Experts is a partner that will help you understand how each Google Marketing Platform tool is billed. What’s more, it offers a flexible settlement model tailored to your needs. Importantly, you will pay us for the tool only when it is actually used. We do not charge for not using the tool in a given month. You can therefore have an active license and use it at any time.
You will pay for all tools in arrears with us, which means that you will receive an invoice from us only after the end of the month of activities.
When it comes to the currencies in which we settle GMP at Full Stack Expert, it is
-> Display & Video 360 can be settled in most currencies.
-> You can pay Search Ads 360 also in most common currencies.
-> Campaign Manager 360 is always billed in EUR
Full Stack Experts gives you the opportunity to use the currency clause and despite the settlements for the tool in the applicable currency, we give you the option of settlement in a different, more convenient one that suites you best.
In addition, if you are just starting your adventure with Google Marketing Platform, we will provide you with full tool onboarding, training materials and help you set up your first campaigns.
You can always count on our additional support in the form of consulting included in the price of the license.
If you are an agency that is already working in this area or just starting the adventure, see what additional benefits await you as a part of the Affiliate Program.
