BKMedia Group

Don’t Get Left Behind – How to Make the Most of the New Google Marketing Platform

Written by  on Jul 25, 2018

If you’re a tech-savvy individual who loves keeping up on the latest digital trends, you’ve probably heard the news: Google Analytics 360 is going through some changes this summer.

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All of Google’s analytics and advertising products are now going to be integrated into one product called Google Marketing Platform. 

In the new setup, you’ll be able to access Analytics 360 and DoubleClick features, as well as Campaign Manager, Studio, and Audience Center.

This merger is Google’s attempt to streamline their analytics and advertising services.

If you’ve never heard of Analytics 360, it’s about time you became familiar with the platform: businesses who use the tool effectively see an average of 2.6x sales growth over 3 years.

Here’s what you need to know about the new changes to Google’s Analytics 360 platform and what it could mean for your online ad strategy.

What is Google Analytics 360?

The Google Analytics 360 Suite is a tool that collects and uses data to help you evaluate the effect of your online advertising and refine your approach

The suite includes information like customer data analysis (from both Google and third-party products, like your email and customer relationship management tools). It also gives you options for site optimization, market research and audience management.

So how are these functionalities changing, and how will they affect reporting for your site moving forward? Read on to learn how you can make the most of the changes to Analytics 360.

What’s Changing?

Google is rebranding and restructuring its analytics and advertising tools into one integrated product, called Google Marketing Platform.

Here are some of the main changes in this new platform:

  1. Analytics 360 and Doubleclick (the tool for publishing advertisements on websites) are now integrated. That means you now can access the features of both tools in one place.
  2. DoubleClick is now called Search Ads 360.
  3. Display & Video 360 is a new tool that combines DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center.

What Do the Changes Mean for Marketing Your Business Online?

The restructuring of Analytics 360 means you now analyze your site traffic and ad results plus create audiences and new advertisements all in the same platform.

The streamlining of these products may make it even easier to optimize the data so you can make the most of your online ads. And integration of this data can mean better sales results. 

For example, when Mailchimp offered integration with the ecommerce platform Shopify, we were able to take advantage of that to boost one of our client’s email sales numbers by 2,882%!

If you need some time to adjust to the new platform, don’t worry — Campaign Manager and DoubleClick will still be available while users transition to the new platform. 

Google hasn’t announced an exact timeline for when the change will become permanent, stating only that the transition will be gradual.

Making the Most of Online Marketing

The new Google Marketing Platform can help you learn more about your customers so you can, enhance their user experience and better track the ROI on your advertising dollars.

But if you’ve never used these tools before, jumping on the bandwagon now may feel a bit intimidating.

That’s one reason you should hire a digital marketing agency to grow your online presence.

If you need help understanding your site’s analytics or just don’t have the time to master your company’s digital marketing campaigns, you can rely on BKMedia’s expert services

We’ll take care of the nitty gritty of digital marketing so you can focus on what you do best — running your business.

Boosting your online presence starts with getting a handle on the data. Learn more about how BKMedia’s Reporting & Analytics team can help you make smarter business decisions > 

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