Google Marketing Platform
Google Marketing Platform combines integrated marketing and analytical tools for businesses as part of Google services. It was created from the merger of the former DoubleClick and Google Analytics 360.
Google Marketing Platform includes many services to help you manage, analyze and optimize your marketing strategy.
Google Marketing Platform allows agencies to manage the entire customer path. Google Marketing Solutions such as Google Analytics provides website and application analyzes that allow seeing how users react to various settings. Connecting to Google Optimize allows conducting experiments and personalizing the user experience. After the user experience, we want users to interact with your brand through other channels. For this purpose, we will use Google Display and Video 360, which allow you to manage your internet marketing campaigns from start to finish.
As part of Google Marketing Platform, you can also use Google Surveys, which allow you to conduct market research. Another element of Google Marketing Platform is Google Data Studio, which allows you to present data from all marketing campaigns through interactive panels and reports. What is more, Google Digital Marketing tools give your business many possibilities to target your customers in different channels.
Why Google Marketing Platform?
The goal of Google Marketing Platform by Google was to simplify the channels and to make it easier for agencies to understand how different products work together. The platform allows for more effective work and provides comprehensive customer service. It is currently the most advanced marketing content management platform available on the market.
Search Ads 360 is a platform for managing campaigns in search engines – Google, Bing, Yahoo! Gemini or Baidu. It belongs to the family of tools from the Google Marketing Platform group, and their integration in one service makes it easier to conduct large marketing campaigns in various media channels. Its advantages are algorithms for automatic rate management. Their use allows you to make more accurate optimization decisions and increase the effectiveness of activities, which translates into the implementation of marketing goals.
With Search Ads 360 (DoubleClick Search), you can save time by minimizing the complexity of activities and be able to make better marketing decisions, as well as, for example, increase the return on investment (ROI) for advertising in search engines.
If our business challenge is to set the best bids for keywords but we do not have time to set them manually, analyze where and at what position the ads are displayed in the search engine, draw conclusions and make changes to campaigns, or if we know how much we can pay for each transaction Search Ads 360 may be a solution to these problems. This tool will certainly reduce the complexity of campaign optimization activities as it automatically sets bids based on a clear set of KPIs that will be set.
How does Search Ads 360 connect with search engines?
Search Ads 360 has a direct API connection to several search engines. Search Ads tools and search engines communicate using an API to send bi-directional information, such as campaign settings, keywords, and ads.
How does Search Ads 360 track conversions and user behavior?
The conversion can be tracked using both Google Analytics and Google Ads tags and a dedicated tag for Google Marketing Platform called Floodlight. It is a tracking pixel that allows you to accurately measure micro- and macro-conversions on different search engine accounts in real time, which allows the optimization strategy to make more effective decisions. All Google Marketing Platform products support Floodlight, which allows you to use a single set of Floodlight tags for conversion tracking from both Display and Search ads, so cross-channel conversion tracking paths count conversions only once.
Measuring the effectiveness of your ads is possible thanks to advanced reporting. This allows you to analyze the data that is most important to your business – in different purchasing paths, channels and devices.
The last very interesting feature not available from the level of Google Ads that we can use thanks to Search Ads 360 are inventory campaigns. All advertisers, ecommerce or not, can create extremely scalable search campaigns based on your product feed using the enhanced inventory management tool. Just connect your feed to Search Ads 360 and use multiple templates and features to build massive campaigns on a massive scale, while dynamic attributes ensure that the most relevant message is delivered to the right audience for your ad.
Display & Video 360 – what is it?
Display & Video 360 is a tool that combines functions previously scattered around other Google products – primarily DoubleClick Bid Manager, DoubleClick Campaign Manager and Studio, and Audience Center.
In one place, we can create and manage advertising creations, set advertising targeting, choose promotion channels, as well as manage recipient data, buy advertising spaces that interest us, manage the campaign in detail and optimize it using self-learning algorithms.
Display & Video 360, which is part of the Google Marketing Platform, is a DSP platform that allows you to display advertisements in the RTB model or using private auctions and the so-called private deals, prefered deals etc.
RTB – how does it work?
Real Time Bidding is an automated purchase of advertising space after an earlier auction.
Private Deal allows you to display an advertisement at a predetermined rate. Typically, there are ad spaces not available in an auction model open to all advertisers. The auction is then held in a limited group, in more attractive places on websites or on VOD platforms, such as Player.pl.
Display & Video 360 – why choose?
- Image ads
- Native ads
- Video ads
- Dynamic creatives (integration with Google Merchant Center)
In Display & Video 360, we can create and edit creatives using the AdCanvas tool. It allows you to set automatic rules that will adjust your ad based on audience lists, ad schedule, and user location.
3rd Party Data – target your ads at the best converting audience
Display & Video 360 allows you to use external data about recipients from about 35 suppliers. Unlike Google Ads, where data is collected within the Google Display Network, here we can also use data from external businesses and DMP platforms. This data allows for behavioral and contextual targeting (among others).
Private Marketplace & Programmatic Guaranteed – possibility to reach a larger group of recipients
By choosing Display & Video 360, we can use special ‘premium’ advertising space not available from other tools, including Google Ads. Our ad may participate in private auctions with a predetermined limited audience. These are not de facto auctions in the classic RTB model, but those in which presence on specific sites is predetermined.