Why Do I Need A Campaign Manager 7 Reasons That Are Convincing
Management Summary
This blog post is about highlighting the advantages of combining CM360 + DV360 over using DV360 alone for campaign management.
What is Campaign Manager?
CM360 is used for central ad management and measurement of digital campaigns. The tool can be used standalone or in combination with DV360. The basic functionalities can be read here, but the benefits of CM go far beyond hosting.
Why it’s worth using Campaign Manager:
We are often confronted with the question: “Why do I need Campaign Manager when hosting only costs extra and I can upload the advertising material directly to DV360 anyway?
ZFirst of all: Keyword “efficiency”
CM360 can not only host the advertising materials, but can also help to efficiently set up more complex campaigns – such as campaigns with different creative sizes and formats, different flights, as well as rule-controlled sequential display of creatives. Another use case could be if the creatives are to be displayed depending on different performance indicators and goals (such as clicks or conversions). For example, the KPIs can be weighted in CM360 to provide the algorithm with information about the importance of each performance indicator in order to also optimize ad delivery in relation to the respective KPI.
Central reporting and measurement
CM360 enables cross-network tracking: campaign data can be measured across all campaigns and reported at a glance – be it SA360, YouTube, Gmail, Discovery or GDN campaigns. Tracking links can also be created in the tool and sent to publishers, or when linked to DV360, the creatives are automatically exported to DV.
The tool also provides information about the visibility of advertising media with the built-in solution “Active View Measurement”, enabling cross-device measurement of campaign data and multi-channel attribution.
Data sovereignty and security
An important advantage: Valuable data stays in-house and can even be taken with you when changing agencies without any problems! Furthermore, raw data can be used in CM360 for your own data warehouse or BI tools. CM360 also ensures that the data is collected in a legally compliant manner and therefore does not violate any usage rights.
Verification & Brand safety
The “Verification” section in the tool allows for easy review and analysis of the inventory on which ads have been served for brand safety (built-in measurement, including content labels, sensitive categories, ad blockers, spam and fraud). Domains and apps from campaigns/placements etc. can easily be added to an exclusion list that can be automatically updated when using CM360. If Campaign Manager is not used, exclusion lists could still be created, but would need to be excluded manually via export to DV360.
Deeper insights & more options
Floodlight configuration
Using Floodlight Tags, Campaign Manager enables the tracking of pixels on the advertiser’s website and the creation of audience lists based on valuable company-owned 1st party data. The created audiences can be used directly in DV360 for the campaign. In addition, through the central Floodlight measurement, CM360 ensures that a Floodlight concept is available for all GMP tools and that duplication of conversions can be avoided.
Data-Driven Attribution Model (DDA)
A cross-channel and cross-device attribution model is available in the tool: an algorithm-based multi-touch model, which – in contrast to Google Analytics Last Click Attribution, for example – takes a variety of complementary factors into account when measuring conversions, including non-converting paths. The power of DDA is best utilized when combined with products such as Search Ads 360, Display & Video 360 and Analytics 360 are coupled.
Extensive tool integrations
In general, CM360 enables integrations with other GMP tools.The following integrations are possible, for example:
- Creative Studio:to use dynamic/data-driven creatives in DV360
- Ads Creative Studio:a unified, cross-channel Creative Hub that centralizes Google’s tools for creating video, display, and audio ads and allows users to seamlessly deliver those ads across Google Ads, Campaign Manager 360 (e.g. for hard bookings on publisher sites), and Display & Control Video 360
- Google Analytics:This means that the CM360 data can flow directly into GA and the conversions can be analyzed according to the different attribution models
Ads Data Hub
Conclusion
Campaign Manager is a diverse solution in the Google marketing world that is hard to imagine digital campaigns without. From ad serving and reporting to verification and attribution, everything is included in the portfolio. To gain more in-depth campaign insights, we recommend using CM360.
