We love Google because they’re constantly innovating and evolving. We also hate Google because they’re constantly innovating and evolving. As soon as you get comfortable with an interface, Google rolls out a new update. It’s a complicated relationship.
In their continued efforts to streamline marketing, Google recently revamped their entire marketing system. Instead of tools like analytics and search ads being housed in separate rooms within Google, they’ve combined DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place.
What this means is a new interface and a better way of managing your tools. Google’s blog goes in depth on how the new Google Marketing Platform works, but here are some highlights straight from the blog:
Everything in One Place
Google Marketing Platform builds on existing integrations between the Google Analytics 360 Suite and DoubleClick advertiser products. Marketers have seen great results when they use ads and analytics technology together. For example, BookIt used Analytics 360 to uncover insights about the types of travelers interested in their brand and used these insights to create more relevant campaigns in Display & Video 360. The result was a 20 percent increase in revenue.
Now, with Google Marketing Platform, we’re introducing ways to make our products work even better together. For example, the new Integration Center helps you discover and easily setup valuable connections between products.
Google Marketing Platform also supports 100+ integrations with exchanges, measurement solutions, and other technology providers. In short, you can choose what media you buy, how you buy it, and how you measure it.
Old Favorites, New Features
With Google Marketing Platform, we’re also making changes to some of our advertising products.
Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 will continue to help you plan, buy, and measure your search campaigns on Google and other search engines.
Display & Video 360 brings together features from our display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.
Don’t worry, Campaign Manager and other DoubleClick products aren’t going anywhere right away. We’ll gradually transition customers to Display & Video 360 as additional features become available.
Have more questions on how the new interface works? Reach out to us – we’re happy to walk through it with you.
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Get More Leads With Digital Marketing
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