The Internet Technology has given us so many wonderful things and Google is one of the most precious ones. Changes in technology has led changes for digital marketers too and Google has taken some steps to make the advertising process easier by introducing Google Marketing Platform.
Google Marketing Platform has brought together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help marketers plan, buy, measure and optimize digital media and customer experiences in one place. It will help in delivering more relevant and effective marketing.
Adidas has already started using this to share insights and get a deeper understanding of their customers. Chris Murphy, Head of Digital Experience, describes their approach:
Our adidas teams work together in one environment where we can see audience insights, what creative we’re running and where, how it’s performing, and make changes almost in real time.
You can watch the below video to understand Adidas’ stratergy.
Connecting technology with Google Analytics
Marketers have a great value of analytics in learning customers’ prefrences and using ads and analytics technology together has made the task productive. Google Marketing Platform has a new Integration Center which helps you discover and easily setup valuable connections between products and supports 100+ integrations with exchanges, measurement solutions, and other technology providers.
DoubleClick Search is now Search Ads 360
Search Ads 360 is the new name for DoubleClick Search and it will continue to help in measuring your search campaigns on Google. Display & Video 360 has display advertising products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. It allows marketers to execute ad campaigns end-to-end in one place and creats efficiency in making the teams stronger.
An updated version of AdWords
Google AdWords is officially becoming Google Ads! Meet our new brand and read more about the full announcement here: https://t.co/7lal06WGGX pic.twitter.com/MiD5xGaGvR
— Google AdWords (@adwords) June 27, 2018
AdWords has been helping people to advertise their business from past 18 years but Google now believes that it needs to have some modifications as content browsing habits of users have changed a lot after the video content boom. Google Adwords has become Google Ads and it will continue to help marketers connect with the billions of people finding answers on search engine, videos on YouTube, places on Google Maps, apps on Google Play, and more.
Introducing Smart campaigns – the new campaign type for small businesses in Google Ads.
You can now create ads in minutes, get the results you want most, and get back to running your business.
Read the blog: https://t.co/MAhlEAohaI
Sign up at: https://t.co/uBih1BJl8K pic.twitter.com/XmZCYWgIbM— Google AdWords (@adwords) June 27, 2018
Specifically for small businesses, a new campaign type in Google Ads has been launched by making use of machine learning technology. All this has been mainly done to increase the transparency between marketers and users so that people can trust digital content like before.
