Google Marketing Platform Gmp All News 038 Advantages For Marketers
Management Summary
On July 10, Google announced in aLive streamDetails of the new marketing platform announced. We have summarized the changes and new features for you here.
What is the Google Marketing Platform?
The Google Marketing Platform is a uniform, central marketing platform from which all digital marketing can be controlled – from control and coordination of marketing measures to measurement and analysis.
It consists of 7 modules that can be used individually or in combination:
| Display & Video 360 | Manage and run programmatic campaigns |
| Search Ads 360 | Implement search campaigns with real-time data |
| Analytics 360 | Measure, analyze and generate insights |
| Data Studio | Data in Reports & Visualize dashboards |
| Optimize 360 | Optimize websites & personalize |
| Surveys 360 | Conduct individual user surveys |
| Tag Manager 360 | Manage tags easily and centrally |
» Find more hereInformation about the individual GMP modules.
What exactly is changing?
For the products offormer Google Analytics 360 Suite: nothing really – except that they are now part of the (even larger) Google Marketing Platform. For Analytics, Optimize, Surveys and Tag Manager there are still free versions with limited features and lower limits.
The bigger change hits themformer DoubleClick products:
- Search Ads 360is the new name for DoubleClick Search
- Display & Video 360is a new module that combines DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
Additional information: AdWords has also been given a makeover and is now called Google Ads.
What advantages does the new platform offer?
Data ownership
With the new platform, Google provides tools with data ownership directly to advertisers in particular. Your own license ensures full use of the valuable data collected within your own budget and also offers GDPR compliance.
Work better together
Google repeatedly emphasizes how important cross-team collaboration is – especially when it comes to user insights. The new Google Marketing Platform is intended to make this easier and provide collected information as a common tool for everyone involved – from analysts to media planners to designers.
NEW: Integration Center
The newly introduced Integration Center helps to connect different tools and generate insights. For example, it is now possible to use Analytics 360 and Display & Connect Video 360 directly – with just a few clicks! This means that analytics audiences can be used in campaigns to make them more relevant.
The integration of 3rd party data is also made easier. The Google Marketing Platform offers over 100 integrations with exchanges, measurement and tracking tools, and other technologies.
NEW: Instant reporting
Reporting will also be faster and easier with the new Google Marketing Platform. Custom reports are easy to create thanks to the intuitive user interface and are available within a few seconds (no more minutes or hours :)). A segmented evaluation is also very easy. And perhaps best of all: all reports are updated automatically – so the data is always up to date.
There’s more to come!
Google has already announced numerous innovations, some of which are already in beta testing. Contact us if you want to stay up to date here!
When is the Google Marketing Platform available?
The roll-out for the new Google Marketing Platform and the new features has already been announced for the next few weeks. The new tools should be available to all users this summer.
