Back in 2018, Google consolidated both DoubleClick, a digital ad management system, and Google Analytics 360 Suite. For new users, the unification of these resources has become the powerful marketing solutions that make up today’s Google Marketing Platform. We’ll tell you everything you need to know about it in this article.
Google Marketing Features
The combination of both DoubleClick and Google Analytics 360 Suite brought along improved features to make the overall user experience better.
New Product Branding
Right off the bat, one of the most notable changes was the rebranding of the tools. Google revamped its marketing products under different logos and names, which users love. We will discuss more about these in this article.
The platform acts as an overview for everything in one, simple application. Essentially, it is a homepage that displays user management, billing, administrative control, and marketing tools. There’s also an integration center, with recommendations like how to integrate available marketing goals and how to connect existing products to one another.
Benefits of Google Marketing
Here are the benefits of Google marketing services:
The Google Marketing Platform allows for cross-device capabilities. Their systems are built where it tracks customer experiences and interactions on multiple devices: smartphones, tablets, laptops, and desktops. It also documents if the same user visited from two separate devices.
Given this context, digital marketers are armed with important information to adapt their campaigns. By seeing what is working and not, they know where to focus their energies to improve their ad performances.
Smart campaigns are ad campaign suggestions that are based on Google’s insights. Because Google’s algorithm automatically generates feedback for improved pay-per-click (PPC) advertising campaigns based on data, smart campaigns are user-friendly and timely.
Please note a designated expert, such as a digital marketer, should still oversee the PPC campaigns. Smart campaigns are great for a reference point, especially to beginners. However manual adjustments can ensure the marketing campaign is tailored towards the company’s key performance indicators (KPIs).
Reach the Right Customers
Even before the merge, Google Analytics has always tracked consumer behavior. As mentioned earlier, the Google Marketing Platform comes with an integration center. Their suggestions take into consideration consumer behavior, which empowers companies to appeal to a more accurate customer base.
Today, the Google Marketing Platform specializes in the overlap between both advertising and analytics. Similar to how there are built-in tools geared towards small businesses, which will be discussed later, there are advanced solutions for large enterprise companies, too. The following are these advanced solutions with some noteworthy characteristics:
Insights provided by Google’s machine learning to use wherever the company wishes to. With Analytics 360 specifically, Google provides advanced analysis and unsampled reports. Additionally, they offer roll-up reporting, which are global performances on a country-to-country basis, and custom funnels, which analyze certain consumer behavior metrics. Additionally, they update their data every 10 minutes to maintain timeliness.
Data from the analytics sections, external spreadsheets and Google ads, is all located in the Data Studio. You can easily reformat these statistics into metrics of visual graphics for reports without the need to do any additional programming. In fact, Data Studio is set up where it’s friendly for those with a non-technical background to transform their data.
Display and Video 360
Manage multimedia components all in the Display and Video 360 with Google’s own premium inventory of media. One of the Display and Video 360 notable features is its ability to monitor the clicks and conversations from storytelling and sequential messaging, which is a quality that is important to advertising.
Budgeting is also really flexible. Businesses can create a set budget and see the projected performance based on the audience and ad format.
Both AB testing, which tests different versions of the same web page to see how consumers interact with it, and multivariate testing, which tests the elements within a given web page, are backed by data from Analytics 360. In Optimize 360 specifically, users can run more than one experiment at simultaneously, up to 100. These resources allow marketers to experiment with extreme customization to improve the customer experience. There’s also an integrated visual coding editor to make any necessary changes to the text and images.
Search Ads 360
Search Ads 360, an unified campaign management provides timely updates on data – up to the minute! This is where the previously discussed Smart Bidding technology and cross devices optimization come into play. There is also local ads support.
Another resource Google provides is research reports from Bain & Company, a global management consulting firm, of the latest marketing technological advancements for customer engagement and experiences.
The resource Surveys 360 assists in building data from surveying customers. Google provides their own specific user lists to access a specific audience from certain demographics. On the same note, Surveys 360 incentivizes prospects, through premium content and Google Play credit, to get them to respond in a timely and authentic manner. With results as fast as three days, the information can then be integrated into graphics and charts.
Tag Manager 360
The user-friendly interface makes tag managing more easy to pick up. With third-party and customization tags available, there can be limitless changes and updates to tags. Additionally, tags can be automated or “triggered” to be implemented. For example, a tag can be added once a page is viewed or a survey is submitted. You can also customize the editing access settings.
Campaign Manager 360
With the Campaign Manager 360’s advanced settings, video and display can be streamlined across all types of media platforms, including TV and YouTube. There are also additional third-party features and server-to-server integrations to help with ad campaigns
Beyond shareable insights, all the advanced solutions are shareable! Not only are the applications designed for collaboration, but they were also built to work with each other. For example, data gained from Analytics 360 is automatically be shared with Optimize 360. Then, Optimize 360 can use it for its own intended purpose.
Google Marketing Tool
Outside of applications on their marketing platform, Google provides other marketing tools.
Google My Business
To formally enter Google’s business directory, companies must claim their listing on Google My Business. Customers might have already curated an unofficial page with their reviews and ratings. If you claim the listing, your business gains authority over how your page is presented in the search engine results page. Bonus: filing a listing counts for a Google+ page and Google+ business pages too.
Google Webmaster Tools
Google Webmaster tools checks and tracks all the vital components of a website. It alerts users any red flags on the website that could impede its ability to appear in search results pages.
Google Suite serves as more of an internal marketing tool. Whether or not the team members are in the same department, they can cross collaborate on all types of projects through Google
Docs, Sheets, Slides, and Forms. Docs is like Word documents, Sheets are similar to Excel Sheets, Slides is like PowerPoint presentations, and Forms are great for quick surveys to collect feedback. You can expand collaboration efforts through different modes of editing access. Plus, it saves everything from edits to feedback to viewing history automatically.
Similar to the advanced solutions mentioned earlier, Google AdWords is a system for creating and managing PPC products. To reiterate, PPC ads only charge the users once a prospect clicks on the actual ad. You can incorporate relevant keywords in your ad campaigns and tailor them to target certain geographic regions.
The costs of these keywords will depend on many factors, such as how much the keyword is in demand with other competitors in the same fields.
Google AdWords Keyword Planner
Embedded into Google AdWords, their keyword planner is a popular keyword search tool as it’s extremely helpful for generating new keyword ideas or monitoring the general performance of current ones.
On the same note, Google also provides the following performance insights on these terms and phrases:
- Average monthly searches
- Bid recommendations, within the scope an imputed budget, for maximum pay-per-click and daily spending
- Competition in measurements of low, medium and high
There’s also a statistical analysis on the given keyword’s projected forecast and volume, from previous performances:
- Click-through rate
- Average cost-per-click
- Average position
Google Trends equips any user on the internet to access their base to see past and current keyword trends, dating back to decades ago. You can compare keywords with other search terms with a visual graph to see any correlations or causations. You can also narrow the performance of the terms on a state-by-state basis and by time increments. If you set the timeframe for a year, for example, you can see if the keyword trends more within a certain season or month.
Google Analytics is a website analytics product so it tracks the effectiveness of the website. This includes performance of page load times, page views per visit, time spent on site, returning website visitors, and bounce rates.
Google Feedburner is particularly important for websites that require subscription channels, such as blogs. Prospects and visitors can subscribe to website content for updates and related notifications in their web browser or email.
FAQs about Google Marketing:
- How does Google marketing work?
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- What is Google’s paid search marketing program?
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