Ever since the advent of Digital Marketing, changes in technology have directly implied changes for Digital Marketers. The last two decades have witnessed an explosion of platforms, formats and data. Consumers are no longer puppets – they are more aware of how they’re being marketed to and how their data is being used.
However, for the uninitiated marketer, display advertising on a massive platform like Google, whilst keeping in mind the changing consumer behaviour, can be a rather confusing experience. Marketers, therefore, need tools that make it easy to get better ROI from their activities in a way that doesn’t compromise on privacy. Enter Google Marketing Platform!
What is Google Marketing Platform?
Google Marketing Platform, announced in June 2018, is a unified advertising and analytics platform for smarter marketing and better results, offering enterprise-level solutions for businesses.
- Free and easy-to-use tools for small businesses
- Advanced solutions for large enterprises - Enterprise options are available as paid tools, suffixed with a 360 for Analytics, Optimize, Surveys, Search Ads and Display & Video.
How different is it from Google AdWords and DoubleClick?
Google Marketing Platform isn’t a new tool. It is simply a rebranded and consolidated version of existing Google tools for better collaboration and data sharing. While AdWords is now Google Ads, Google Marketing Platform is a culmination of DoubleClick Digital Marketing and the Google Analytics 360 Suite. Google Marketing Platform helps Digital Marketers plan, purchase media, analyze, measure and optimize it. If you haven’t already, Check out Google Marketing Platform with the email address you use to access Google products.
What are the components of Google Marketing Platform?
While Analytics is a free tool helps smaller businesses understand customers to deliver better experiences, Analytics 360 is the paid version. With Analytics 360, large organizations can access premium capabilities like advanced analysis, unsampled reports, Google BigQuery export, data-driven attribution and other features that are not available in the free version. Analytics 360 also allows for integration with other tools, such as Google BigQuery or Salesforce and provides detailed funnel reporting and attribution modeling.
Like its predecessor DoubleClick Search, Search Ads 360 will continue to help marketers plan, buy, and measure search campaigns on Google and other search engines. Google recognizes that many businesses do more than just run Google ads, and so, with Search Ads 360, agencies can manage multiple platforms used for paid ads. Google Marketing Platform uses Floodlight, a tag that tracks all activity on a site and offers rich reporting for conversion data. This helps marketers track conversions from various platforms. Using a DoubleClick cookie, Floodlight can also recognize repeat visits from a specific browser.
Formerly known as the DoubleClick Bid Manager, Display & Video 360 is a one-stop tool that helps Creative, Data, and Media Teams to collaborate and work together efficiently, in executing ad campaigns end-to-end. Display & Video 360 is a culmination of features from display advertising products - DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. It simplifies the process of planning campaigns, managing creatives, using audience data, working with inventory and measuring the performance of campaigns.
- Optimize and Optimize 360
The free, as well as the paid version of Optimize include Google Analytics audience customization and advanced experiment features. Optimize and Optimize 360 enable website owners to do free testing on a website and are integrated with Google Analytics to identify which website tests perform well. Website owners can use the results from testing to customize the experience on the website and address multiple segments of audience These tools can also be used with Google Ads to create custom landing pages.
- Tag Manager and Tag Manager 360
Google Tag Manager is a user-friendly tool with a web-based interface that streamlines the process of working with tags. With Tag Manager, one can add, edit, and disable tags without having to touch the source code. The free version of Tag Manager is quite robust by itself, making it a good tool for many small businesses. If granting permissions at different levels, multiple containers for similar setups, or better collaboration is needed, businesses can consider upgrading to Tag Manager 360.
Data Studio offers free data visualization and enables creating reports with calculated metrics. Although available since 2016, Data Studio came out of beta with new features, only quite recently. With the help of Supermetrics Data Studio connectors, businesses can provide an interactive chart for users to explore and can pull data from multiple sources to build comprehensive Data Studio reports.
Google Surveys helps in gathering information faster than any other way of traditional market research. Once a custom survey is created and the audience for it is identified, Google sends it out for people to answer while they browse the internet. Analysis of these surveys is easy too since Google provides graphs and charts explaining the data collected. With Google Surveys, businesses can quickly glide into the minds of their audience.
Why Google Marketing Platform?
Google Marketing Platform is an important part of today’s Digital Marketing strategies as it provides a holistic and in-depth approach to help businesses understand their customers better. By offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing, while ensuring that businesses respect your customers’ privacy and give them control over their data.
Here are some of the other benefits of Google Marketing Platform:
- Works well for teams that operate in silos - While some staff can create paid campaigns, others can handle measurement, and yet another group can manage testing and experiments. Everything accessible in one place improves collaboration.
- Offers advance custom reporting and in-depth analysis - Useful for larger advertisers as it acts as a hub that can oversee campaigns for paid search, social, and display.
- Allows advertisers to import data from multiple sources - CRM systems, email tools, ad platforms, and offline data sources included.
- Offers multiple integrations with non-Google ad tech – These, when combined with external tools helps businesses employ dynamic ad strategies.
- Helps administration in managing multiple accounts - Provides an overview of access details and serves as a single dashboard for managing users.
As Google claims, the announcement of Google Marketing Platform is indeed just a prelude to the bigger story. Time will reveal more about Google’s commitment to building solutions that help businesses achieve marketing goals while meeting customer expectations regarding privacy, transparency and control.
At Wisoft, we have formulated clear and principled strategies that evolve continuously with changing technology. We are proud to follow Google’s guidelines, and this helps our clients focus on their business peacefully without having to worry about rank drops or penalties. Struggling to figure out Google Marketing Platform and use it for your business? We can help you there. Drop us a note today!