What is Google Marketing Platform: Features
The Google Marketing Platform service helps automate advertising purchases. It is quite popular among advertisers and various agencies, publishing houses, but will this platform be suitable for your business? Today, we will take a closer look at Google Marketing Platform with its main features.
What Google Marketing Platform Consists of
This service helps to effectively work with marketing campaigns by planning, directly creating, and optimizing them. Next, we will consider the main products of Search Advertising.
Campaign Manager
Campaign Manager effectively saves effort and resources, allowing you to get more work done in less time. Campaign Manager helps control targeted advertising, its display dates, work with optimization, and also receive reports.
Search Ads 360
Generally, companies and advertisers choose to promote not in one search engine, but in several at once. Search Ads 360 is an addition to already existing advertising accounts in search engines. It allows you to:
- manage marketing campaigns and change them en masse;
- monitor the effectiveness of advertising in several search engines at once;
- change rates for keyword queries.
Creative Studio
On this platform, you can create digital advertising with enhanced capabilities: add audio and video files, surveys, games, and other elements. Google Marketing Platform media banners have these features:
- size can exceed 200 Kb;
- can contain a large number of files;
- can include several different options for landing pages;
- support additional functionalities.
Thus, these are no longer ordinary banners, but engaging interactive advertising that allows interaction with users.
Display & Video 360
This platform helps companies purchase advertising at auctions. It interacts with the aforementioned products and has these advantages:
- real-time bidding;
- automated bid optimization;
- the ability to preliminarily assess the number of ad impressions on exchanges.
Google for Publishers
This platform allows publishers to sell placement locations not in one advertising system but in several. A feature of Google for Publishers is:
- availability of a single server for working with different ad networks;
- higher display price and receiving more income;
- forecasting that allows you to evaluate and understand how much advertising can be sold.
Unique Features of Google Marketing Platform
In addition to the already listed platform features, it also has its advantages that distinguish it from other services. The main ones are listed below:
The system takes into account various behavioral features, which subsequently help to better portray the target user’s portrait and make advertising more attractive.
- The system helps find an audience similar to the one that has already cooperated with the company, thereby increasing reach.
- There is an opportunity to purchase a banner placement spot for a time, which will provide you with displays even without auction participation.
- You can track user actions on multiple devices. This will help understand which channel generates more profit. In the future, this will simplify the optimization of user acquisition costs.
When is the Best Time to Use Google Marketing Platform
If we approach this issue with the help of a sales funnel, then Google Marketing Platform can be used at any of its stages. It depends on your goals and the result you want to achieve, for example, in the initial stages, working with the platform will help make your product recognizable, attract user attention, select the target audience, etc.
Conclusion
Google Marketing Platform will become an excellent assistant for those advertisers who want to set up ads for a specific target audience. The platform contains a wide range of tools allowing planning, creation, and optimization of advertising campaigns. Google Marketing Platform helps save resources (budget and time) while improving performance indicators, refining the ads themselves and their quality.
