30 people trained on DCO. Four weeks. One engagement.
ServiceNow needed their team fluent in Dynamic Creative Optimization across Google's programmatic platforms. Ghost Sherpa's two expert specialists ran immersive workshops across DV360, CM360, and Studio GMP, covering all experience levels from newcomers to platform veterans.
Client
ServiceNow
Model
Project-Based
Service
DCO Training
Timeline
4 Weeks
The Challenge
ServiceNow wanted to bring Dynamic Creative Optimization in-house, a meaningful capability shift for any marketing team. DCO allows a single creative base to generate multiple ad iterations dynamically, adapting to audience preferences, contextual signals, and performance data in real time. The technology is powerful and increasingly important in programmatic advertising, but it requires hands-on platform fluency that most teams don't have by default.
They needed someone who could teach 30 participants across DV360, CM360, and Studio GMP, people who ranged from brand-new to the platforms to experienced users who needed to go deeper. One program had to work for all of them.
The Engagement
Ghost Sherpa sent two expert programmatic specialists to lead immersive training sessions across all three platforms. The sessions were structured as paired workshops: Google Studio, CM360, and DV360 each received two session rounds, covering both foundational concepts and advanced application.
The trainer brought flexibility to the room. Participants with years on the platform got useful refreshers and deeper context. Participants who were new to DCO got a clear, usable foundation. The format held for both.
“Overall, I think the sessions went well. Cande did a great job of laying out the basics for some of our newer to platform team members and had some good refreshers for people who have been in the platforms for years. Thank you Cande for being flexible with time and patience with all the questions!”
Leon Chen
ServiceNow
What was delivered.
30
Participants trained across all experience levels in a single engagement
3 platforms
DV360, CM360, and Studio GMP each covered in dedicated dual-session workshops
DCO Capable
Team left with the platform fluency to execute DCO campaigns independently
Why this matters for you
Platform fluency is a capability gap. Training is the fastest way to close it without a hire.
Bringing DCO or programmatic capability in-house doesn't always mean hiring a new specialist. Sometimes it means upskilling the team you already have. The right training program, run by someone who actually uses the platforms at a high level, can move a team from theoretical awareness to practical execution in a matter of weeks.
Ghost Sherpa's programmatic specialists work in these platforms, not just teach from them. That's the difference between a certification course and a workshop that answers the real questions your team is holding.
Next Step
Need your team fluent on a platform they're currently guessing through?
Tell us the platform, the team size, and the current experience range. We'll scope what a training engagement looks like and whether a dedicated workshop or an embedded specialist makes more sense for where your team is.
