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FEATURED

We’ve moved. For new posts about enterprise products, check out the new Google
Marketing Platform blog. For information on free products, follow our new Google
Analytics products blog. Don’t worry: We’ll still keep this blog around in case
you want to check out past posts.


NEW BRAND, NEW HOME: WHERE TO FIND GOOGLE MARKETING PLATFORM ONLINE

July 25, 2018
Read More


When we brought together DoubleClick and the Google Analytics 360 Suite under
Google Marketing Platform, we knew we had to make some changes to our websites,
blogs and social media channels too. Now, the resources you’ve been reading and
visiting over the years have been updated to reflect our new brand, so you can
find the latest news, tips and more on our advertising and analytics solutions
in one spot.

First, you should know that we’ve moved our content and product information to
marketingplatform.google.com. You’ll also find product sign-in links there.
(Those bookmarks you have for the old DoubleClick and Google Analytics websites
should automatically redirect you.)

We’ve also launched new and improved blogs, with information for our product
users and enterprise customers. We’ll be regularly updating them with product
news and digital marketing insights. Bookmark us.

Of course, you can also connect with Google Marketing Platform on social:

Twitter: Follow @GMktgPlatform

LinkedIn: Follow Google Marketing Platform for updates

YouTube: Subscribe for new videos

You’ll find customer stories, major product announcements, research, reports and
other advertising and analytics content intended for large enterprises.

And don’t worry: We haven’t changed the Google Analytics social channels. We
will continue to bring you product news and tips on Google+, Twitter, YouTube,
LinkedIn and Facebook.

We hope you like our new home. Thanks for visiting, and come back soon!

Posted by Karen Budell, Google Analytics team



GOOGLE MEASUREMENT PARTNERS: TRUSTED MEASUREMENT SOLUTIONS FOR THE ENTIRE
CUSTOMER JOURNEY

July 12, 2018
Read More
We believe that measurement you can trust is critical for brands trying to
understand the impact of their marketing. But as the customer journey has become
more complex, measurement has become increasingly challenging. And while Google
strives to build great solutions, some marketers prefer to rely on third-party
measurement solutions.

That’s why we’re announcing Google Measurement Partners, a program that brings
together new and existing partnerships to offer brands a variety of options to
measure their advertising media.

The program is launching with 20+ verified partners across seven
specializations: viewability, reach, brand safety, brand lift, sales lift, app
attribution, and marketing mix modeling. Partners offer various solutions that
work across Google advertising products, including Google Marketing Platform
(including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and
more. Existing partner programs like App Attribution and Marketing Mix Modeling
are now included in Google Measurement Partners.





Our launch partners are recognized leaders within their focus areas and provide
solutions widely used by the industry. They meet rigorous standards for accuracy
and use reliable methodologies to measure KPIs that matter for marketers. And we
work closely with them to ensure the solutions respect user privacy.

With trust and transparency at its foundation, Measurement Partners continues
our commitment to providing both quality and choice when it comes to measuring
performance and helping marketers better understand their customers. Alongside
our partners, we’ll keep working to establish commonly accepted standards and
advanced measurement solutions that help raise the bar for the industry.

Posted by Babak Pahlavan, Senior Director of Product Management, Analytics
Solutions and Measurement



BETTER UNDERSTAND AND REACH YOUR CUSTOMERS WITH NEW CROSS DEVICE CAPABILITIES IN
GOOGLE ANALYTICS

July 11, 2018
Read More




Today, we’re introducing new Cross Device features to Google Analytics.
Analytics will now help you understand the journey your customers are taking
across their devices as they interact with your website, giving you a complete
view of the impact of your marketing so you can run smarter campaigns that
deliver more tailored experiences to your customers.

Piecing together a more complete picture

Cross Device reporting in Analytics takes into account people who visit your
website multiple times from different devices. Now, instead of seeing metrics in
Analytics that show two separate sessions (e.g., one on desktop and the other on
mobile), you’ll be able to see when users visited your website from two
different devices. By understanding these device interactions as part of a
broader customer experience, you can make more informed product and marketing
decisions.

Say you’re a marketer for a travel company. With the new Acquisition Device
report, you may find that a lot of your customers first come to your website on
mobile to do their initial research before booking a trip later on desktop.
Based on that insight, you might choose to prioritize mobile ad campaigns to
reach people as they start to plan their trip.

In addition to the Acquisition Device report, you’ll soon have access to other
Cross Device reports like Device Overlap, Device Paths and Channels. Our Cross
Device reports only display aggregated and anonymized data from people who have
opted in to personalized advertising (as always users can opt out at any time).

Reaching the right customers along the way

Analytics will also now help you create smarter audiences based on the actions
people take on various devices. That way you can deliver more relevant and
useful experiences.

Let’s say you’re a shoe retailer and you want to share a special promotion with
your most loyal customers. You decide this means people who have purchased more
than $500 in shoes on your website in the last 12 months using any of their
devices. If a group of customers buy $300 worth of shoes on their phone and
another $300 on their desktop, they’re just as valuable as another group who
spend $600 on a single device, right?

Analytics now understands that these two groups of customers actually spent the
same amount on your website, helping you create a more accurate audience list to
reach the right customers. And spend isn’t the only way to segment and build
audiences. You can also create remarketing campaigns to reach audiences based on
how many times they visit your website across multiple devices.

Get started

To use these new Cross Device features, start by visiting the Admin section of
your Analytics account and choose the setting to activate Google signals. (If
you don’t see this setting, you will soon—we’ll roll it out to all Analytics
accounts over the coming weeks.) There’s no need to update your website code or
get additional assistance from a developer.

With these new beta features in Analytics, we hope you’ll quickly see that by
better understanding the customer journey across devices, you can create more
relevant and useful experiences for your customers.

Posted by Jesse Savage, Director, Product Management, Google Analytics



PUTTING MACHINE LEARNING INTO THE HANDS OF EVERY ADVERTISER

July 10, 2018
Read More



This post originally appeared on the Inside AdWords blog


The ways people get things done are constantly changing, from finding the
closest coffee shop to organizing family photos. Earlier this year, we explored
how machine learning is being used to improve our consumer products and help
people get stuff done.

In just one hour, we’ll share how we're helping marketers unlock more
opportunities for their businesses with our largest deployment of machine
learning in ads. We’ll explore how this technology works in our products and why
it’s key to delivering the helpful and frictionless experiences consumers expect
from brands.

Join us live today at 9am PT (12pm ET).

Deliver more relevance with responsive search ads

Consumers today are more curious, more demanding, and they expect to get things
done faster because of mobile. As a result, they expect your ads to be helpful
and personalized. Doing this isn’t easy, especially at scale. That’s why we’re
introducing responsive search ads. Responsive search ads combine your creativity
with the power of Google’s machine learning to help you deliver relevant,
valuable ads.

Simply provide up to 15 headlines and 4 description lines, and Google will do
the rest. By testing different combinations, Google learns which ad creative
performs best for any search query. So people searching for the same thing might
see different ads based on context.

We know this kind of optimization works: on average, advertisers who use
Google’s machine learning to test multiple creative see up to 15 percent more
clicks.1 Responsive search ads will start rolling out to advertisers over the
next several months.

Maximize relevance and performance on YouTube

People watch over 1 billion hours of video on YouTube every day. And
increasingly, they’re tuning in for inspiration and information on purchases
large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube
for information before their purchase.2 And nearly 1 in 2 millennials go there
for food preparation tips before deciding what ingredients to buy.3 That means
it’s critical your video ads show at the right moment to the right audience.

Machine learning helps us turn that attention into results on YouTube. In the
past, we’ve helped you optimize campaigns for views and impressions. Later this
year, we’re rolling out Maximize lift to help you reach people who are most
likely to consider your brand after seeing a video ad. This new Smart Bidding
strategy is also powered by machine learning. It automatically adjusts bids at
auction time to maximize the impact your video ads have on brand perception
throughout the consumer journey.

Maximize lift is available now as a beta and will roll out to advertisers
globally later this year.

Drive more foot traffic with Local campaigns

Whether they start their research on YouTube or Google, people still make the
majority of their purchases in physical stores. In fact, mobile searches for
“near me” have grown over 3X in the past two years4, and almost 80 percent of
shoppers will go in store when there’s an item they want immediately.5 For many
of you, that means driving foot traffic to your brick-and-mortar locations is
critical—especially during key moments in the year, like in-store events or
promotions.

Today we’re introducing Local campaigns: a new campaign type designed to drive
store visits exclusively. Provide a few simple things—like your business
locations and ad creative—and Google automatically optimizes your ads across
properties to bring more customers into your store.



Show your business locations across Google properties and networks


Local campaigns will roll out to advertisers globally over the coming months.

Get the most from your Shopping campaigns

Earlier this year, we rolled out a new Shopping campaign type that optimizes
performance based on your goals. These Smart Shopping campaign help you hit your
revenue goals without the need to manually manage and bid to individual
products. In the coming months, we’re improving them to optimize across multiple
business goals.

Beyond maximize conversion value, you’ll also be able to select store visits or
new customers as goals. Machine learning factors in the likelihood that a click
will result in any of these outcomes and helps adjust bids accordingly.

Machine learning is also used to optimize where your Shopping ads show—on
Google.com, Image Search, YouTube and millions of sites and apps across the
web—and which products are featured. It takes into account a wide range of
signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay
company, are using Smart Shopping campaigns to simplify how they manage their
ads and deliver better results. GittiGidiyor was able to increase return on ad
spend by 28 percent and drive 4 percent more sales, while saving time managing
campaigns.

We’re also adding support for leading e-commerce platforms to help simplify
campaign management. In the coming weeks, you’ll be able to set up and manage
Smart Shopping campaigns right from Shopify, in addition to Google Ads.

Tune in to see more

This is an important moment for marketers and we’re excited to be on this
journey with you. Tune in at 9am PT (12pm ET) today to see it all unfold at
Google Marketing Live.

For the latest news, follow the new Google Ads blog. And check out
g.co/adsannouncements for more information about product updates and
announcements.

1 Internal Google data.
2 Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers
who watched online video.
3 Google / Ipsos, US, November 2017.
4 Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017.
5 Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online
Americans 13+ who shopped in the past two days, Oct.–Dec. 2017.

Posted by Jerry Dischler; VP, Product Management



WATCH THE GOOGLE MARKETING LIVE KEYNOTE

July 10, 2018
Read More
Get ready for the ads, analytics, and platforms innovations live stream. Watch
today at 9:00 a.m. PT / 12:00 p.m. ET to learn more about Google’s latest
announcements.



Join the conversation at #GoogleMarketingLive.





FROM BASECAMP TO SUMMIT: ACHIEVING NEW HEIGHTS WITH GOOGLE MARKETING PLATFORM
PARTNERS

June 28, 2018
Read More


Earlier this week we announced Google Marketing Platform, which brings together
DoubleClick Digital Marketing and the Google Analytics 360 Suite into a single
solution to plan, buy, measure and optimize customer experiences across channels
and devices. But we all know having great technology is only part of the
solution. You also need people with the expertise and knowledge to fully take
advantage of everything the technology enables. It’s not unlike relying on
Sherpas to help guide you from basecamp to the summit. You may be able to make
the ascent on your own, but engaging a team of experts with a track record of
success greatly improves your chances of making the summit. That’s why we’re
excited to announce Google Marketing Platform Partners, a new program designed
to ensure you have access to all the resources you need to get the most value
from Google Marketing Platform.

A robust ecosystem of skilled practitioners and companies

More than just a replacement for the existing programs, Google Analytics
Certified Partners and the DoubleClick Certified Marketing Partners, the new
program is designed to provide a robust ecosystem of resources, no matter your
needs. The foundation of the program is scaled training and capability-building
across all the Google Marketing Platform products. Whether you’re looking to
build skills in-house or partner with a service provider, the program helps
ensure the needed skills and resources are readily available. With more than 500
companies in the program at launch, including leading interactive agencies,
system integrators, and top technology, data and media companies, you’ll be able
to find a partner to support multiple facets of your business.

Three unique designations

From skill-building to broader, strategic partnerships and technology reselling,
the program is designed to deliver the range and quality of expertise you
expect:

Certified Individuals: To help increase the talent pool available supporting the
Google Marketing Platform, individuals will be able to access a growing library
of self-study materials and complete individual product certifications.
Successful completion signals an individual’s expertise with specific Google
Marketing Platform products.
Certified Companies: Certified Companies provide consulting, training,
implementation, operations and technical support services for Google Marketing
Platform. These companies not only have individuals certified in one or more
products, but they have a high level of knowledge, practical and industry
experience, as well as stellar customer references. These strict requirements
ensure they have both the expertise and a proven ability to deliver results.
Sales Partners: Sales Partners are Google Marketing Platform experts, just like
Certified Companies, but partner more closely with Google in providing
consulting and support services, in addition to selling the technology on our
behalf.

Get started today

Whether you’re looking to add talent to your team, up-level your current talent,
or complement your team with a partner company, Platform Partners offers a
trusted source to help close the gaps. And we’ll continue to build out
additional skill-building resources, refine our certifications and add new
partners covering more countries and languages. To get started on taking your
marketing to even greater heights, browse our current Partners to find a partner
equipped to help you get the most from your investment in Google Marketing
Platform.

Posted by Chip Hall, Managing Director, Media Platforms



INTRODUCING GOOGLE MARKETING PLATFORM

June 27, 2018
The online world was very different when DoubleClick debuted in 1996. Things we
take for granted today, like texting emoji, sharing funny YouTube videos, or
taking smartphone selfies were all years away.Read More
The online world was very different when DoubleClick debuted in 1996. Things we
take for granted today, like texting emoji, sharing funny YouTube videos, or
taking smartphone selfies were all years away.

Of course, changes in technology have meant changes for digital marketers.
There’s been an explosion of channels, formats and data. Consumers are also more
aware of how they’re being marketed to and how their data is being used—and they
want more control.

To address these new realities, marketers need tools that make it easy to get
better results from their marketing in a way that puts privacy first.

This is why we’re announcing Google Marketing Platform. Google Marketing
Platform brings together DoubleClick Digital Marketing and the Google Analytics
360 Suite to help you plan, buy, measure and optimize digital media and customer
experiences in one place. Google Marketing Platform helps you deliver more
relevant and effective marketing, while ensuring that you respect your
customers’ privacy and give them control over their data. In our recent survey
of global marketing organizations, we learned that the #1 priority for marketers
is to better understand their customers. By offering tools that make it easy to
collaborate and share insights, Google Marketing Platform helps achieve this
customer-first approach to marketing.

In the U.S., adidas has started working more collaboratively across their
digital teams 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.”
> Chris Murphy, Head of Digital Experience, adidas




BETTER RESULTS WITH ADS PLUS ANALYTICS

Google Marketing Platform builds on existing integrations between the Google
Analytics 360 Suite and DoubleClick advertiser products. Marketers have seen
great results when they use ads and analytics technology together. For example,
BookIt used Analytics 360 to uncover insights about the types of travelers
interested in their brand and used these insights to create more relevant
campaigns in Display & Video 360. The result was a 20 percent increase in
revenue.

Now, with Google Marketing Platform, we’re introducing ways to make our products
work even better together. For example, the new Integration Center helps you
discover and easily setup valuable connections between products. Google
Marketing Platform also supports 100+ integrations with exchanges, measurement
solutions, and other technology providers. In short, you can choose what media
you buy, how you buy it, and how you measure it.




SEARCH ADS 360 AND DISPLAY & VIDEO 360

With Google Marketing Platform, we’re also making changes to some of our
advertising products.

Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 will
continue to help you plan, buy, and measure your search campaigns on Google and
other search engines.

Display & Video 360 brings together features from our display advertising
products: DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
Display & Video 360 allows you to execute ad campaigns end-to-end in one place,
creating efficiency in how you work and helping your teams do more together.

Don’t worry, Campaign Manager and other DoubleClick products aren’t going
anywhere right away. We’ll gradually transition customers to Display & Video 360
as additional features become available.




LOOKING AHEAD

This is just the beginning of the next chapter in our platforms story. We’re
committed to building solutions that help you achieve your marketing goals while
meeting consumers' high expectations for privacy, transparency and control.

We’ll be sharing more about Google Marketing Platform and Display & Video 360 at
Google Marketing Live. Sign up to watch the live streamed keynote on July 10,
9:00 a.m. PT / 12:00 p.m. ET.

Posted by Brad Bender, Vice President of Display and Video Advertising

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