Google Marketing

6 Things You Must Know Regarding Google Marketing Platform

Google announced the integration of its marketing tools into Google's Marketing Platform in June 2018. The platform, according to Google, is "a single advertising and analytics platform for smarter marketing and better outcomes." Are you ready to discover how Google Marketing Platform may help you boost your marketing strategies? Continue reading!

What exactly is the Google Marketing Platform?

Google Marketing Platform combines two of Google's most important marketing products: Analytics 360 Suite and DoubleClick. This is typical of Google, as the company’s been explicit about its objective to offer an integrated and uniform marketing experience. The platform also includes seven major components:

• Analytics
• Data Studio
• Optimize
• Surveys
• Tag Manager
• Display & Video 360
• Search Ads 360

It also provides free marketing tools and paid premium services for larger businesses. Marketers and businesses using Google Marketing Platform instantly obtain vital information from all of their tools, allowing you to better understand your audience. It's also simple to share data across your teams due to the Google Marketing Platform's increased collaboration.

Google Marketing Platform: 6 Things Every Marketer Should Know

Google Marketing Platform, as a full-service marketing platform, has several tools and features that assist you in creating smart, data-driven campaigns that lead to better outcomes for your business. But what should every marketer know about the platform?

These are the six items that Marketers must know:

1. Google Analytics 360 and DoubleClick are integrated into Google Marketing Platform.

Google Marketing Platform was created by combining Analytics 360 Suite with DoubleClick. This should come as no surprise, given most of Google's marketing tools are more successful when used in line with the trend. Google Analytics Suite includes a premium version of Google Analytics as well as five other products.

If you work for a larger company or organization, Google Analytics Suite is a good alternative – however, it is a paid one. The other component, DoubleClick, launched in 1996 and was bought by Google in 2008. It is now known as Search Ads 360 as part of the Google Marketing Platform. Its purpose is the same: to assist marketers in planning, purchasing, and measuring search campaigns. The merger of DoubleClick and Google Analytics 360 emphasizes the significance of analytics and advertising efforts functioning in tandem.

2. Google Marketing Platform is associated with over 100 different solutions.

Google adopted the word "platform" to characterize Google Marketing Platform since it is not a one-size-fits-all solution for marketers. It is a platform with a variety of options that allows marketers and businesses to use what works best for them while also adding and integrating in-house solutions. Businesses own all of the data collected in the Google Marketing Platform and have complete control over who gets access to it.

It reinforces Google's frequent message that it wants people to be able to pick what they buy, how they buy it, and how they measure it. Google Marketing Platform offers over 100 different integrations in the spirit of ultimate flexibility and variety. These interoperable exchanges and measurement solutions enable users to connect with their data in whatever method works best for their business — all from a single interface.

3. Google Marketing Platform renames DoubleClick features

Google renamed DoubleClick because it feels the "Google" brand connects more strongly with users, which is most probably right. The renaming also ensures greater consistency during the shift to Google Marketing Platform. Google Ad Manager now includes both DoubleClick for Publishers and DoubleClick Ad Exchange.

Similarly, the new Display & Video 360 incorporates earlier display advertising offerings, such as:

• DoubleClick Bid Manager
• Campaign Manager
• Studio
• Audience Manager

Display & Video 360 enables marketers and businesses to design and manage advertising campaigns in a single location. It also notes that Google Marketing Platform retains many of the previous features of Google's various tools - they are just grouped under fewer titles today, which is handier.

4. Google Marketing Platform features Google Marketing Platform Partners

Google Marketing Platform Partners is now available as an extra benefit. This program provides users with materials to help them get the most out of Google's Marketing Platform. There are currently over 500 certified technology companies, media companies, interactive agencies, and other industries.

Google Marketing Platform Partners is primarily concerned with training and skill development for all Google Marketing Platform products. Google's partners have always had to fulfill stringent conditions, and this is no exception. Google Marketing Platform Partners are divided into three categories:

Certified Individuals: These are people who have access to Google's repository of information and certificates. They also know certain Google Marketing Platform products.

Certified Companies: This company offers consultation, training, implementation, and support. There are several requirements for being a Certified Company, including a particular number of certified personnel, industry expertise, and strong client references.

Sales Partners: These are similar to Certified Companies, except they work more directly with Google to consult, give support, and sell Google products.

Google Marketing Platform Partners replaces the old Google Analytics Certified Partners and DoubleClick Certified Marketing Partners programs, but Google claims that the new program provides a "strong ecosystem of resources."

5. Google Marketing Platform now has cross-device capabilities.

Google's Marketing Platform also improves Google's existing offerings. Google Analytics now has Cross Device capability, which is one of the most significant enhancements. The Cross-Device functionality allows you to view where consumers are in the conversion funnel on each device as well as the path they take on your site across numerous devices.

For example, a person may see an ad for your product on a mobile device, then investigate it on a tablet before purchasing a desktop. Cross-Device on Analytics allows you to track the normal sequence that your target audience takes. This data allows advertisers to better optimize their efforts.

For example, if a company notices that the majority of its conversions occur on desktops, it may be reasonable to devote the majority of its work to improving desktop advertisements and the desktop site. What the company may not recognize is that people often find its brand through mobile ads. As a result, by reducing the time spent on the mobile experience and just boosting the desktop experience, the company may lose desktop conversions.

Luckily, the new Cross Device feature helps prevent this type of error by allowing advertisers to alter the type of advertising or content they show based on where in the funnel people tend to be while they are on each device. Audiences are well aware that businesses market to them, which is why they desire greater control over the sort of advertising they see. Google believes that customers want more personalized advertising, and the Cross Device feature is simply one method it can provide them with that personalization.

However, keep in mind that you will only get Cross Device data from users who have chosen to receive tailored advertising. For confidence and transparency, Google has made it easy to opt-out, which might entail a reduced sample size for your Cross Device data.

6. Google Marketing Platform promotes cooperation at all levels.

The seven components of the Google Marketing Platform are helpful on their own, but they are meant to function even better together. As a result, Google Marketing Platform enables users to link previously inaccessible features. The integration of these tools promotes collaboration among marketers, creatives, managers, and clients.

Data and reporting are now in the same place for all tools, allowing you to simply share your insights and outcomes across teams. The software also removes the need for email chains within firms, allowing for more seamless work. This saves your team time, which may contribute to not just improved marketing outcomes but also increased workplace productivity.

Google gives organizations an integrated, adaptable, and collaboratively friendly platform with its new suite of tools. Google Marketing Platform validates what has always been true: analytics and advertising are inextricably intertwined, and marketing benefits from it.