The most sophisticated advertisers leverage the right tools to find and reach their customers, measure the outcomes, and feed the data back to power further optimization. The Google Marketing Platform (GMP) is a comprehensive suite of tools designed to help businesses streamline their marketing strategies, improve campaign performance, and make data-driven decisions. But what exactly is GMP, and how can it benefit your marketing? Let’s explore.
What Is the Google Marketing Platform (GMP)?
The Google Marketing Platform (GMP) is an integrated advertising and analytics platform suite designed for enterprises looking to manage their digital marketing efforts more effectively. It combines advanced ad-serving and media buying capabilities with powerful analytics tools to provide businesses with a holistic view of their paid media performance. GMP’s media platforms include:
- Campaign Manager 360 (CM360) – Centralized ad management and measurement
- Display & Video 360 (DV360) – Programmatic ad buying and optimization
- Search Ads 360 (SA360) – Advanced search engine marketing management
How GMP Helps Advertisers
Using GMP can provide your business with a competitive edge in digital marketing.
These platforms, especially when used together, can a) improve media performance via high-quality data and b) save your team time and resources.
1. High-Quality Data: Optimization
CM360, DV360, SA360, and even Google Analytics 360, integrate seamlessly with each other, allowing for de-duplicated conversion activity across all touch points. For analysis, businesses gain a deeper understanding of user behavior, and campaign effectiveness, leading to near real-time business decision making.
Even more importantly, algorithmic optimization leverages these de-duplicated conversion activities, increasing the platform’s ability to drive incremental conversions. Combined with full-funnel, custom bidding functionality, GMP can have an outsized impact on your overall marketing efficiency.
2. Un-Silo Your Audience Data
By integrating these platforms, you can unify your first-party, Google, and third-party data within a single technology stack, maximizing insights and targeting potential.
3. Reach All Digital Formats at Scale
We covered the data that supercharges your performance, but in the new world, users can be found across a more and more complex customer journey.
GMP reaches:
- CTV – DV360 reaches 92 percent of all CTV viewing households in the United States
- Direct to Publishers – Private deals of cross-exchange inventory to be bought, verified, and measured; quick access to ready-to-buy or fully customizable deals
- Multi-Engine Search – Google Ads, Microsoft Bing, Yahoo! Japan, and Baidu can be managed via SA360
- Digital out-of-home, audio, and commerce media inventory
- YouTube (including YouTube shorts)
- Google-specific placements and formats
- SA360: Google Search, PMax, shopping campaigns, demand gen
- DV360: Premium YouTube/Google TV/YouTube TV, demand gen
4. Save Time and Resources
All three platforms allow for consolidation of workflows, managing different channels, partners, creatives, and platforms within single UIs, which are themselves interconnected to further improve workflow. Decision-making is faster and insight is greater when taking advantage of GMP’s integrated ecosystem.
Even better, each feature mentioned above and more can be accessed and utilized without any additional upcharge. Audiences, conversion data, and even the growing AI components of chat, support, reporting, backend optimization, and creative are FREE. You pay one fee and all Google-provided features are included within.
Why Partner with InfoTrust for GMP Implementation?
Implementing and maximizing GMP’s potential requires expertise in digital analytics, data governance, and marketing technology. This is where InfoTrust comes in.
At InfoTrust, we help businesses:
- Implement and configure GMP solutions to achieve their goals
- Learn GMP activation best practices, empowering advertisers to drive better results
- Prepare configurations to leverage their data, enabling media towards the best possible performance
- Ensure compliance with privacy regulations through responsible data collection practices
Learn more about how InfoTrust can help you leverage GMP for your business success.
Conclusion
The Google Marketing Platform (GMP) is a game-changer for businesses looking to streamline their digital marketing efforts, improve data-driven decision-making, and maximize ROI. By leveraging its built-in integrations, you can enable your data to keep your business ahead in a highly competitive landscape.
For expert guidance on implementing and enabling GMP, partner with InfoTrust to unlock the full potential of your digital marketing strategy. Contact us today to get started!
