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Google Marketing Changes - What to Expect (Part 2/2)

Google Marketing Platform

For Google, strong collaboration for marketing teams will become simpler as they combine DoubleClick advertiser products and Google Analytics 360 Suite. The new unification, dubbed Google Marketing Platform, strives to help marketers achieve their goals by building on top of the existing integrations through the DoubleClick advertiser products and Google Analytics 360 Suite.

According to Ramaswamy, “The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.”

An addition to the new Google Marketing Platform is the announcement of Display & Video 360. This new integration will unite features from DoubleClick Bid Manager, Campaign Manager, and Studio and Audience center to allow team execution and collaboration of end-to-end advertising campaigns.

New features of the Google Marketing Platform will be available to all customers:

  • Instant Reporting - Custom reports with faster loading data.

  • Google Measurement Partners – Measurement solutions via Google’s 23 new partnership organizations.

Vice President of Display and Video advertising, Brad Bender, writes in a blog post, “In our recent survey of global marketing organizations, we learned that the #1 priority for marketers is to better understand their customers. By offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing.”

4 New Campaign Types

Another new feature that Google introduced at their Live event are the four new types of campaigns to utilize with their services that help maximize simplicity:

  • Smart Campaigns – Launched by Google with small businesses in mind. Integrates machine learning with search and display ads. Google will be offering free training through Grow with Google to help new business owners get listed on Google and build a website.

  • Smart Shopping Campaign – Initially launched in May 2018 for Retailers, but similar features to Smart Campaign. This campaign allows you to use Shopify to sync your inventory. By the end of July, users will be able to manage the campaign through Shopify.

  • Local Campaigns – Aimed at driving foot traffic to brick and mortar stores. In a world where local businesses compete with companies like Amazon, local campaigns will add a location to an advertisement.

  • Hotel Campaigns – Allows hotel owners or travel agents to drive leads and connect with travelers by simplifying campaign management and organization. The features will include things like smart bidding powered by machine learning.

TrueView for Youtube

TrueView by Google lets advertisers only pay for the advertisements that people choose to watch on Youtube. Two new features are available for the advertising tool:

  • Trueview for reach: Optimized for better brand awareness. According to Google, “TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment.”

  • Trueview for action: Advertisers can display a call-to-action at the start, middle, and end of their video advertisements. This call-to-action can be customized to a goal like “Get a quote” or “Learn more.”

The new branding name changes for Google are expected to take place on July 24th, 2018.

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