Google Marketing Platform: 6 Things Every Marketer Should Know

Google Marketing Platform: 6 Things Every Marketer Should Know

Google Marketing Platform, as a full-service marketing platform, has a number of tools and features that assist you in creating smart, data-driven campaigns that lead to better outcomes for your organization. But what should every marketer know about the platform? These are the six items:

1. Google Analytics 360 and DoubleClick are integrated into Google Marketing Platform.
The Google Marketing Platform was formed by the merger of Analytics 360 Suite and DoubleClick. This should not come as a surprise, as most of Google’s marketing tools are more effective when used in collaboration with each other. Google Analytics Suite includes a premium version of Google Analytics as well as five other products.

If you work for a larger company or organization, Google Analytics Suite is a good alternative – however it is a paid one. The other component, DoubleClick, launched in 1996 and was bought by Google in 2008. It is now known as Search Ads 360, and it is a component of the Google Marketing Platform. Its purpose is the same: to assist marketers in planning, purchasing, and measuring search advertising. The integration of DoubleClick and Google Analytics 360 underscores the need of integrating analytics and advertising campaigns.

2. Google Marketing Platform is compatible with over 100 different solutions.
Google adopted the phrase “platform” to characterize Google Marketing Platform since it is not a one-size-fits-all offering that marketers can pick and choose from. It is a platform with a variety of options that allows marketers and organizations to employ what works best for them while also adding and integrating in-house solutions. Businesses own all of the data collected in Google Marketing Platform and have complete control over who gets access to it.

It reinforces Google’s frequent message that it wants consumers to be able to pick what they buy, how they buy it, and how they measure it. Google Marketing Platform offers over 100 different integrations in the spirit of ultimate flexibility and variety. These interoperable exchanges and measurement systems let users connect with their data in whichever way suits their needs – all from a single interface.

3. DoubleClick functionalities are renamed to Google Marketing Platform.
Google renamed DoubleClick because it feels the “Google” brand connects more strongly with people, which is most likely correct. The renaming also ensures greater consistency during the shift to Google Marketing Platform. Google Ad Manager now includes both DoubleClick for Publishers and DoubleClick Ad Exchange.

Similarly, the new Display & Video 360 incorporates earlier display advertising offerings, such as:

  • Bid Manager DoubleClick
  • Manager of Campaigns
  • Studio
  • Manager of Audiences

Display & Video 360 enables marketers and enterprises to build and manage advertising campaigns in a single location. It also emphasizes that Google Marketing Platform retains many of the previous features of Google’s various tools — they’re just grouped together under fewer headings now, which is more convenient.

4. Google Marketing Platform characteristics Partners on the Google Marketing Platform
Google Marketing Platform Partners are now available as an added bonus. This programme provides users with materials to help them get the most out of Google Marketing Platform. There are currently over 500 accredited technology firms, media firms, interactive agencies, and other industries.

Google Marketing Platform Partners is primarily concerned with training and skill development for all Google Marketing Platform products. Google’s partners have always had to fulfil stringent conditions, and this is no exception. Google Marketing Platform Partners are divided into three categories:

  • Individuals with access to Google’s collection of information and certificates are known as Certified Individuals. They are also knowledgeable about certain Google Marketing Platform products.
  • Certified Businesses: These businesses offer consultation, training, implementation, and support. Many standards must be met in order to become a Certified Company, including a particular number of certified personnel, industry experience, and strong client references.
  • Sales Partners: These are similar to Certified Companies, but they collaborate with Google more closely to counsel and give support, as well as sell Google goods.

Google Marketing Platform Partners replaces the old Google Analytics Certified Partners and DoubleClick Certified Marketing Partners programmes, although Google claims that the new programme provides a “strong ecosystem of resources.”

5. Google Marketing Platform now supports cross-device functionality.
Google Marketing Platform also improves Google’s existing offerings. Google Analytics now has Cross Device capability, which is one of the most significant enhancements. The Cross Device functionality allows you to view where consumers are in the conversion funnel on each device as well as the path they take on your site across numerous devices.

For example, a person may see an ad for your product on a mobile device, then investigate it on a tablet before making a purchase on a desktop. Cross Device on Analytics allows you to track the normal sequence that your target audience follows. Marketers may use this data to improve the effectiveness of their efforts.

For example, if a firm finds that the majority of its conversions occur on desktops, it may be prudent to devote the majority of its work on improving desktop advertisements and the desktop site. However, what the corporation may not realize is that people often find its brand via a mobile ad. As a result, by reducing time spent on the mobile experience while just boosting the desktop experience, the organization may lose desktop conversions.

Fortunately, the new Cross Device functionality helps to avoid this type of error by allowing marketers to modify the type of advertising or content they show based on where consumers tend to be in the funnel while they are on each device. Of course, audiences are well aware that businesses market to them, which is why they want greater control over the kind of advertisements they encounter. Google believes that customers want more personalized advertising, and the Cross Device functionality is simply one method it can provide them with that personalisation.

However, keep in mind that you will only receive Cross Device data from users who have chosen to receive tailored advertising. Google has made it simpler to opt out for the benefit of trust and openness, which may result in a reduced sample size for your Cross Device data.

6. Google Marketing Platform promotes cooperation at all levels.
The seven components of Google Marketing Platform are helpful on their own, but they are intended to function much better when combined. As a result, Google Marketing Platform enables consumers to establish connections between diverse parts in ways they could not previously. The incorporation of these technologies promotes collaboration among marketers, creatives, managers, and clients.

Because data and reporting are now in the same place for all tools, you can simply share your insights and outcomes across teams. The software also reduces the need for email chains within businesses, allowing for more seamless work. This saves your team time, which may contribute to not just improved campaign outcomes, but also increased workplace productivity.

Google gives organizations an integrated, adaptable, and collaboratively friendly platform with its new package of capabilities. Google Marketing Platform confirms what has always been true: analytics and advertising are inextricably intertwined, and marketing benefits from it.

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Eric Lau