Display & Video 360 can be used to buy ad space, Search Ads 360 is the full solution package for advanced PPC management and Campaign Manager can be used to track all of your marketing activity using tracking ads.
What makes Google Marketing Platform (GMP) even more powerful is when more than one platform is applied to a marketing campaign. Using a combination of Google platforms means the activities being either managed or tracked through GMP can be analysed and optimised in one view. This is beneficial in a number of ways:
Having all activity running through one stack means there’s no need to learn a number of different user interfaces and everything is navigable from one menu. It allows marketers to see organic, search and display impressions in addition to any other activity tracked - all in one interface almost by default.
Google Marketing Platform uses floodlight pixels to track conversions. The same floodlight pixel is used for all activity being tracked or managed using GMP i.e. be it display, search, email, organic, social channels. This means all conversions are counted in exactly the same way, avoiding discrepancy issues. Plus it means two different marketing channels will never claim the same conversion.
All channel interactions and conversions can be analysed in one clear view using Google Marketing Platform and its reporting and attribution and can be as basic or as complicated as required. There is also a custom attribution feature to credit channels uniquely depending on what the advertiser values. It helps identify answers to questions such as:
- What creative/video/ad has the best CTR?
- What channel is driving the majority of conversions/revenue?
- What channel is most frequently the first interaction a user has with an advertiser’s brand?
Want to know more? Then get in touch to find out how to get going with the power platform that is Google Marketing Platform.