Google Marketing Platform (GMP) is a collection of tools and services that businesses and organizations can use to plan, execute, and measure their digital marketing efforts. The platform brings together the best of Google’s advertising and analytics products, including DoubleClick and the Google Analytics 360 Suite, under a single brand. On July 24, 2018, Google announced the launch of Google Marketing Platform, which included several updates to DoubleClick Digital Marketing products:
- DoubleClick Bid Manager is now Display & Video 360, a product that brings together planning, creative, buying, and measurement features into a single tool. This allows businesses to streamline their advertising campaigns and gain a more comprehensive view of their performance.
- DoubleClick Search is now named Search Ads 360. This new name reflects the platform’s focus on search advertising and its ability to help businesses reach more customers through search engine optimization (SEO) and pay-per-click (PPC) advertising.
- DoubleClick Campaign Manager and DoubleClick Studio are now named Campaign Manager and Studio, respectively. These new names reflect the platform’s focus on campaign management and the creation of engaging and effective digital content.
- The new Google Marketing Platform brand, including new product names and logos, is reflected in product interfaces, help centers, trainings, and more. This allows businesses to easily identify and access the tools and services they need to improve their online presence and reach more customers.
What are the benefits of using Search Ads 360?
Search Ads 360 (formerly DoubleClick Search) is a powerful tool that can help businesses and organizations improve their online presence and reach more customers through search engine optimization (SEO) and pay-per-click (PPC) advertising. Some of the key benefits of using Search Ads 360 include:
- Advanced keyword research: Search Ads 360 includes advanced keyword research tools that can help businesses identify the keywords and phrases that their target audience is searching for, and ensure that their website and ads are optimized for those terms.
- Cross-channel management: Search Ads 360 allows businesses to manage their SEO and PPC campaigns across multiple channels, including Google, Bing, and other search engines, as well as shopping and display networks. This allows businesses to reach more customers and gain a more comprehensive view of their performance.
- Bid management: Search Ads 360 includes bid management tools that allow businesses to automate and optimize their bids for keywords and phrases. This can help businesses increase their visibility and reach more customers while staying within budget.
- Performance tracking: Search Ads 360 includes detailed performance tracking and analytics tools that allow businesses to track the performance of their campaigns, identify areas for improvement, and make data-driven decisions.
- Automated bid strategies: Search Ads 360 includes various automated bid strategies that can help businesses save time and resources by automating the process of setting bids, targeting, and budget.
- Advanced reporting and visualization: Search Ads 360 includes advanced reporting and visualization tools that allow businesses to gain insights into their campaigns, see how they are performing, and identify areas for improvement.
- Collaboration: Search Ads 360 includes features that allow teams to collaborate and work together on campaigns and projects. This includes the ability to share data and insights, assign tasks and responsibilities, and track the progress of campaigns.
- Integrations: Search Ads 360 integrates with a wide range of other systems, including CRM systems, web analytics tools, and other marketing platforms. This allows businesses to collect and use data from a wide range of sources, and to create a unified view of customer behavior and campaign performance.
- Audience Management: Search Ads 360 allows businesses to create, manage and analyze the performance of custom audiences and segments. These segments are created by identifying groups of users with similar characteristics, such as demographics, interests, browsing behavior, or purchase history.
- Third-party data integration: Search Ads 360 allows businesses to integrate third-party data sources, such as data from partners, vendors, or external data providers, to supplement their own data and gain a more comprehensive view of customer behavior and campaign performance.
What is Google Display & Video 360?
Display & Video 360 (formerly DoubleClick Bid Manager) is a powerful tool that allows businesses and organizations to plan, create, buy, and measure their display and video advertising campaigns all in one place. Some of the key reasons to use Display & Video 360 include:
- Cross-channel management: Display & Video 360 allows businesses to manage their display and video advertising campaigns across multiple channels, including Google, YouTube, and other platforms. This allows businesses to reach more customers and gain a more comprehensive view of their performance.
- Advanced targeting: Display & Video 360 includes advanced targeting capabilities, such as audience targeting, geographic targeting, and contextual targeting, that allow businesses to reach the right audience with the right message.
- Campaign optimization: Display & Video 360 includes tools for optimizing campaign performance, such as A/B testing and audience testing, that allow businesses to improve the effectiveness of their campaigns and reach more customers.
- Automated bid strategies: Display & Video 360 includes various automated bid strategies that can help businesses save time and resources by automating the process of setting bids, targeting, and budget.
- Advanced measurement and analytics: Display & Video 360 includes detailed measurement and analytics tools that allow businesses to track the performance of their campaigns, identify areas for improvement, and make data-driven decisions.
- Media planning: Display & Video 360 allows businesses to plan and execute their media buys across multiple channels and platforms, including traditional media (TV, Radio, Print) and digital media(Social media, display, video). It also allows to plan and execute their media buys across multiple countries and languages.
- Collaboration: Display & Video 360 includes features that allow teams to collaborate and work together on campaigns and projects. This includes the ability to share data and insights, assign tasks and responsibilities, and track the progress of campaigns.
- Creative management: Display & Video 360 includes features that allow businesses to create, manage, and optimize their display and video creatives. This includes the ability to upload and store creatives, preview and approve creatives, and share creative assets with external partners.
- Audience Management: Display & Video 360 allows businesses to create, manage and analyze the performance of custom audiences and segments. These segments are created by identifying groups of users with similar characteristics, such as demographics, interests, browsing behavior, or purchase history.
- Third-party data integration: Display & Video 360 allows businesses to integrate third-party data sources, such as data from partners, vendors, or external data providers, to supplement their own data and gain a more comprehensive view of customer behavior and campaign performance.
In conclusion, Google Marketing Platform (GMP) is a comprehensive and powerful solution for businesses and organizations looking to improve their online presence and reach more customers through digital marketing. It offers a wide range of tools and services for data management, advertising, analytics, programmatic advertising, media planning, collaboration, integrations, security, and more. With the unification of DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand, GMP provides a streamlined and integrated solution for managing digital marketing campaigns and gain insights to improve performance.
