The Google Marketing Platform

3 key features of the Google Marketing Platform you need to know.

1. 3 Key Features of the Google Marketing Platform You Need to Know

2. 1) Improved Cross Device Capabilities The Google Marketing Platform’s cross device capabilities empowers digital marketers to run smarter campaigns that produce more customized experiences for users. Previously, Analytics would let you see two separate sessions (one on desktop and one on mobile). Now, you can take the specificity up a notch and see when users visited your website from two different devices. Google made this improvement at an optimal time, considering the steadily increasing importance of mobile device usage. The key is to be able to make more informed business decisions with the information you gather about the holistic customer experience by interpreting mobile device usage data.

3. 2) Smart Campaigns Powered By Machine Learning Google’s machine learning technology streamlines the process of PPC advertising for businesses and algorithmically refines ads to be the most effective they can be. Be aware of the fact that whenever an algorithm controls an aspect of your marketing or advertising efforts, having a human check in on the campaign periodically to ensure its success is necessary (regardless of how advanced the technology is). It’s important to learn how  Smart Campaigns  can help you save time and optimize your campaigns for the metrics you need to track. Nevertheless, you should still manually manage your Google Ads account (and set up conversion tracking yourself) so that you can be certain that you’re focusing on the right KPIs.

4. 3) Better Ability to Reach the Right Customers Any business, B2B or B2C, needs to know its ideal customer or client persona. The more information you have, the more specific and relevant you can make your offers to your prospective or current customers based on behavior. Google’s  Integration Center  lets you clearly see and organize links between products and opportunities for new integrations, allowing you to holistically integrate and leverage Google’s marketing products across platforms. There are many ways to segment your overall audience into smaller, more specific audiences, and the Google Marketing Platform makes it easier than ever. It’s important to note: the features we’re talking about are beta features, so their introduction and integration into the overall Marketing Platform might take some time.

5. Wrapping It Up… The new combination of what was formerly DoubleClick with the Google Analytics 360 products has already sparked new improvements.  By integrating data between multiple Google products in one centralized platform, it’s never been easier to get a comprehensive overview of your digital marketing efforts. Our team at Chainlink Relationship Marketing can take care of all your marketing tasks associated with the Google Marketing Platform. 

6. Thank You! Read more on the Chainlink Blog: https://chainlinkmarketing.com/blog/