Google Marketing Platform
Introducing Google Marketing Platform, a unified advertising and analytics platform for smarter marketing and better results.
Back in 2018 when Google advertising team first announced the Google Marketing platform, the idea was to create a single platform for businesses to manage their digital marketing in a constantly changing environment. Indeed, Brad Bender, then Vice President of Display and Video Advertising products, refers to how much technology has changed since the introduction of Doubleclick products in 1996. Therefore, it was the right time for Google to improve its solutions and support the growing challenges posed by technological advances. Google Marketing unified DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.
Below, we explain more in detail what to expect from the Google Marketing Platform.
What is Google Marketing Platform?
Nowadays, digital media plays a significant role in everyday digital experiences and advertising campaigns.
The Google Marketing Platform is an enterprise-class marketing suite that combines and unifies the capabilities of DoubleClick and GA 360 into one single suite.
The Google Marketing Platform will allow brands to maximize the benefits of a consolidated marketing stack. In a world where our digital experience is the product of all digital media interactions — may it be video consumption, online transactions, ads, website visits, etc. —, marketers must up their games to meet the new digital realities. That is where Google Marketing platform can make a difference in combining the features of complex business solutions under one single location. The products featured within the marketing platform belong to one business only, or in the case of an agency, to each individual client.
On the platform, teams can integrate and access data from advertising and analytics. Teams can integrate data from tools such as Google Analytics and Google advertising products in one environment to discover trends and gain new insights into customer experiences.
This process in turn acts as a feedback mechanism and is referred to as re-activating owned data into marketing.
Google Marketing Platform will remain media agnostic and will continue to support integrations with a variety of third-party data and measurement platforms and service providers across the ecosystem.
The Google Marketing platform is specifically designed for enterprise marketers and data analysts. Google created the GMP to target all customers of their Google marketing products, namely businesses of all sizes relying on Google Analytics and Google advertising as part of their ad and search campaigns.
It may seem like an obvious question to ask, especially for marketers who already use the advertising and analytics products provided by Google. The products the Google Marketing platform features work together to plan, buy, measure, and optimize digital media and customer experiences in a single platform.
By tying all the Google tools together, marketers can enjoy the benefits of a multi-purpose platform enabling advantageous insights into consumers activities and the efficiency of ad and search campaigns. The business can get gain advantage from the platform through:
- A unified user interface and user experience
- Enhanced collaboration across marketing functions
- A unified view of channels, campaigns, audience, performance, and insights
- Seamless integrations between media channels, product features, audiences, data, and targeting
The Google marketing platform includes marketing products that are part of the analytics branch, and products belonging to the advertising branch of Google marketing.
*Products in bold require a license via a GMP Sales Partner.
Analytics products:- Google Analytics
- Analytics 360*
- Google Tag Manager
- Tag Manager 360*
- Google Optimize
- Optimize 360*
- Google Surveys
- Surveys 360*
- Google Data Studio
- Google Ads
- Campaign manager 360*
- Display and video 360*
- Search ads 360*
Introduction to Programmatic Advertising
Programmatic advertising is a unique system that maximizes the automation of processes and transactions revolving around media buying and placements of ads on apps and websites. When performed manually, the process can be time-demanding. Programmatic advertising products are designed to buy and place media display ads in less than a second. Programmatic advertising solutions also integrate targeting factors for better ad serving. You can use this strategy as part of the Google Marketing Platform.
Consolidated Tooling for Marketing & Data Teams
For marketers, the Google marketing platform is helpful to deliver easy and direct access to real-time data and campaigns — Access Programmatic Display & Video and Search Campaigns — to effectively understand, visualize, and display how different marketing activities are impacting consumer experiences. Rather than having to sign into individual Google marketing products such as Google Analytics and Google Ads, the platform gives creatives, marketing managers, and data analysts a unified point of access for/to:
- Data Attribution Modelling & Visualisation.
- Optimize campaigns and ad serving (including optimization, audiences, and creatives for both display and video ads)
- Media buying via Inventory Marketplaces for access to Digital, TV, and Audio
- Manage all search ads across multiple search engines (not limited to Google)
- Understand the impact of brand channels
- Easily manage analytics tags for data tracking and capture
- Real consolidated reporting and speedy decision making
More importantly, for small businesses that typically struggle with marketing costs and data intelligence, the Google marketing platform allows companies to:
- Ability to scale effectively and efficiently
- Maximize your first-party data from owned sources such as CRM
- Diversify into other channels
- Seamlessly share data insights with the whole team without compromising information privacy and without spending additional money on disparate marketing solutions.
Introduction to Campaign Manager 360
CM360 and its Uses (DoubleClick Campaign Manager DCM)
CM360 replaces the former DoubleClick Manager. This tool acts as an ad server providing hosting and creatives, as well as reporting, tracking and planning features. Unifying reporting from a variety of different ad platforms benefits business strategy and delivers better insights and results.
Manage, measure, optimize, with Campaign Manager 360
Get a complete view of all your digital media campaigns with trusted ad serving and measurement. Campaign Manager 360 helps you save time with cross-channel ad management to maximize insights and optimize media and creative performance across all your digital campaigns.
CM360 let's you:
Centralized Ad Serving
Manage all your video and display across the web, apps, YouTube, and emerging environments like connected TV.
Flexibility and Control
Customizable settings and direct integrations with third-parties give you the flexibility to choose how you manage and measure your campaigns.
Streamlined Workflows
Native integrations with other Google products as well as third parties enable your media, creative and analytics teams to work faster.
Modeled Conversions
Get a more complete view of campaign performance with machine learning that fills the conversion measurement gaps introduced by browser restrictions on third-party cookies.
Automated third-party verification
Fully automate the process of wrapping tags for verification with Integral Ad Science. Learn how you can save time and streamline your campaign setup, without having to send spreadsheets back and forth.
Automated third-party verification
Fully automate the process of wrapping tags for verification with Integral Ad Science. Learn how you can save time and streamline your campaign setup, without having to send spreadsheets back and forth.
Introduction to Display & Video 360
An integrated solution for end-to-end advertising campaigns
A consolidated tool for collaborative marketing
Display & Video 360 enables marketers to manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place. It is organized around five integrated modules that work together: Campaigns, Audiences, Creatives, Inventory, and Insights.
DV360 let's you:
Collaborate Effectively
Collaborate more efficiently across teams, so you can align media, data, and creative inputs and deliver better ad experiences for your customers.
Take Control of Spend
Maintain control over your marketing investments - manage all your spending in one place, across both reserved and open auction buys
Leverage Automation
Deliver faster, smarter marketing powered by Google's latest machine learning, with capabilities like automated bidding and inventory recommendations.
Programmatic deal buys happen in Marketplace
- Access leading premium publishers’ digital inventories.
Partnerships with leading TV publishers as CTV demand grows.
Highlights newest and greatest inventories.
Turnkey, easy-to-activate pre-curated media packages by exchanges
Negotiate and execute deals directly in the interface
Introduction to Search Ads 360
Get more from your search campaigns
Search Ads 360 gives you the workflow tools, robust reporting, and
strategic bid optimization you need to get more value from your search
campaigns. Respond faster to an ever-changing market — in real-time and at scale — using native integrations with other Google Marketing Platform products.
SA360 let's you:
Drive Performance using Automation
Drive performance for advertisers with automation and optimization. Implement automated bidding powered by machine learning to increase return on ad spend.
Blend Data Sources
Bring together your own business insights with external signals. Use them to optimize media across channels, improve ad management, and expand reporting capabilities.
Leverage Automation
Centralize your search marketing with combined insights and reporting across multiple engines including Google, Bing, Baidu, and Yahoo! Japan, as well as search and social channels.
What are the differences between Google Ads and SA360 (Search Ads 360)?
Google ads and SA360 may appear to share the same functions. But don't be fooled!
Google Ads only manages search adverts on the relevant Google search engine, while SA360 manages ad on other search engines, such as Baidu, Bing, and Yahoo.
SA360 only manages search adverts. Google Ads can also manage display and video ads.
SA360 is a subscription service.
SA360 offers enhanced features that are not available in the free product.
Both services have automated bidding, but SA360 version can deliver automated improvements such as location, geographic bid adjustments, or even remarketing without manual interventions.
SA360 delivers multi-user and multi-campaign control, a significant benefit for large organizations.
Workflows and reporting are more sophisticated for clear, more actionable insights.
SA360 offers a set of data driven attribution models and solutions that are more advanced.
Where can I learn more about SA360?
To learn more about SA360 and its capabilities we would advice you to visit the following: Search Ads 360 - Smarter search campaigns
Introduction to Analytics 360
Put customer insights at the center of your marketing strategy
Customers today are using multiple devices and following many paths to purchase. Turning those interactions into insights and then using them to drive better results can be a real challenge.
Analytics 360 was created to address this challenge. It gives you customer analytics that reveals insights about how people interact with your brand —whether they’re online or offline.
Earn more from your marketing
Native integration with Google Ads and other Google Marketing Platform products enables a new level of advertising effectiveness. Using the powerful customer behavior information in Analytics 360, you can easily remarket to customers. For example, in Analytics 360 you can create an audience of customers who abandoned products in their cart, share that audience with Display & Video 360, and then remarket the products to that group. Or offer a complimentary item to a customer who just made a purchase.
Analytics 360 is a complete enterprise analytics solution that gives you a deeper understanding of your customers so you can deliver better
experiences and improve your marketing results.
With Analytics 360, you can:
Create a Complete Picture & see which digital channels are performing best
Consolidate information about customer interactions in a single, easy-to-use tool. With Analytics 360, information about how customers interact with your site, app, or even offline sources is centralized in one place. If you’re using Google Ads or Google Marketing Platform, then seamless integrations allow you to pull in information from those products and create a single, complete source that consolidates all customer touchpoints. Analytics 360 features Data-Driven Attribution, which uses data from your account to assign the right value to your marketing touchpoints. The result? You get a complete, actionable view of what’s working — and what isn’t — along the customer journey.
Advanced Reporting Capabalities
With Advanced Analysis in Analytics 360, you can access more detailed analysis techniques and deeper exploration capabilities, so you can improve your understanding of how people interact with your site. It's also easy to export data from Analytics 360 to BigQuery, unlocking a powerful set of tools for identifying insights.
Take action to drive better marketing results
With all of this information in one place, you can immediately get a clear view of your customer. Easy-to-use yet powerful reporting and analysis capabilities help you understand customer behavior in a holistic way through demographics, devices, channels, and much more.
What are the differences between GA4 & Analytics 360
Google announced Google Analytics 4 (GA4) in 2021, and designed Analytics 360 in the same vision. Just as with the other 360 products, Analytics 360 is a subscription solution with improved features, offering enterprise-level support, and service level agreement.
The key differences between Analytics and Analytics 360 are:
More collaborative properties with setting customization and product line sub-properties that can be linked to Google Marketing platform (or GA only).
Higher data limits: up to 125 custom dimensions, 400 audiences, and 50 conversion types
Enhanced flexibility and scalability in reporting and data visualization, which is beneficial for advertisers and creative professionals.
Where can I learn more about GA360?
To learn more about GA360 and its capabilities we would advice you to visit the following: Analytics 360 - Turn insights into action
Why use data-driven attribution?
Data-driven attribution gives credit for the recorded conversions, showing you with adverts or content pieces turned visitors into customers. Understanding what works best means you can focus on the activities that perform. Data-driven attributions are already available in free tools such as Ads and Analytics. For enhanced and more insightful attribution models, you should check the paid-for 360 range.
How Advanced Marketing Analytics can help your business grow?
Analytics delivers the knowledge your business needs to make better decisions by enhancing your understanding of your unique landscape. You can spot new leads, identify future growth opportunities, and make the most of your data. We have detailed these strategies below:
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Activate First-Party Data Using Customer Match
In the past, marketers were able to rely on third-party cookies to collect information and reach their prospects or existing customers. This helped them to optimize their marketing spend and increase conversions by tailoring messaging and retargeting audiences. Today, the use of third-party cookies is becoming increasingly restricted. New privacy regulations and browser policies govern how marketers must gain consent and what personally identifiable information they can access. First-party data collected in a privacy-safe manner is becoming increasingly important for marketers and customers. Organizations need to adopt cookie-less solutions to continue to engage with new and existing customer while respecting user privacy.
02
02
Use predictive modeling techniques to improve your marketing experiences
Predictive modeling is a process that uses data mining and probability to forecast outcomes. These techniques can be used to create highly specific customer identities from analyzing data in your Marketing Data Warehouse. Marketers can use these audiences to understand the effectiveness of their campaigns and enhance performance. Use Cases include Predicting Lifetime Value and Churn and Forecasting Impact of Marketing Objectives
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Activate machine learning models on various channels to target audiences
Propensity modeling is an advanced analytical technique used to identify value-based audience segments. These high-value audience segments can be applied to marketing campaigns to increase efficiency. Machine learning models can be activated across different channels (Search, YouTube, display, discovery etc.) via Google Ads / Display & Video 360 and in the client's ecosystem using onsite banners, email, and SMS.
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Distinguish high value audiences and reach them effectively
Execute on insights gleaned from campaign data by combining media delivery, purchase behavior, and CRM data. Use Cases include Reaching the Right Customers with the Right Messaging. Segmenting Audiences, Leverage Data Management Platform for Audience Creation and Segmenting Audiences Based on Customer Behavior
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Understand how ad frequency impacts consumer purchase behavior
Marketers often have to deal with complex processes & numerous technologies in order to answer critical questions. Data analyses performed can inform marketers and partners to address those critical questions about the impact of advertising on in-store and online business results using Campaign Manager, Google Analytics, and even Marketing & Cloud. Use Cases include, Understanding Ad Delivery, Understanding Digital Response to Frequency and Understanding In-Store Response to Frequency
Do you feel overwhelmed by the possibility of Google Marketing platform or are unsure how to switch and manage it all?
Don’t panic! At Emerge Digital, we are a specialist digital marketing ally for our client certified to service across the full stack.
Reach out today to find out how our ad tech solutions and end-to-end management services can improve your business.
Analytics products:
- Google Analytics
- Analytics 360*
- Google Tag Manager
- Tag Manager 360*
- Google Optimize
- Optimize 360*
- Google Surveys
- Surveys 360*
- Google Data Studio
- Google Ads
- Campaign manager 360*
- Display and video 360*
- Search ads 360*