Google’s ready for Its face-lift

by DRUM Media, 25 Jul 2018

Let’s face it, during the past 18 years, Google has had a host of products and platforms come into the limelight. As marketers, it has been our job to not only understand the complexities and use cases for all platforms and products, but also to educate our clients on their purpose and their names. It’s a lot to keep track of. Who hasn’t confused DCM tagging for the DoubleClick Search Ad Platform?

However, now Google is simplifying things by turning 5 products into just 3. Here’s how it will work.

  1. AdWords will now become Google Ads – You’ll still have access to all the same features you did within AdWords, but small businesses could benefit from the ability to leverage a new campaign type called, Smart Campaigns. Smart Campaigns will take on the majority of the work, using machine learning to meet an advertiser’s goal with limited involvement from the advertiser’s side – a huge plus if you don’t live and breathe all things Search like we self-admitted digital marketing junkies at DRUM. While the idea of cutting time and improving upon overall efficiency levels may be tempting to many, DRUM does recommend being careful about relying too heavily on Google’s automated functionality. While we have seen incremental revenue gained with the implementation of Google’s Smart Bidding, which leverages AI, we have also seen instances in which our spend has increased dramatically. Unfortunately, not all advertisers are going to be able to afford the luxury of relying on Google’s artificial intelligence if it’s going to break the bank. Advertisers and brands alike should think hard on the ramifications that could arise from the use of machine learning. Will, and could, machine learning just jack up the price of overall CPCs, and therefore line Google’s pockets? This is something you’ll definitely want to look out for in the coming months. This is why, as a Direct Response agency, we put so much stock into testing new products and functionality rather than diving in head first.

  2. Google Analytics 360 Suite and DoubleClick Digital Marketing will now be known as Google Marketing Platform – According to Google, the platform “helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.” In a nutshell, this new platform will allow marketers to use ads and analytics technology together, which should result in having a deeper understanding of customers and, therefore, improved results. Also, “within the Google Marketing Platform is a new solution called Display & Video 360. It consolidates Google’s enterprise display advertising products: DoubleClick Bid Manager (DBM), media planning and reporting solution DoubleClick Campaign Manager, rich media ad creator tool DoubleClick Studio and data management platform Google Audience Center 360.”

    It’s within Google Marketing Platform that marketers can buy and monitor their digital buys – all under one roof.

    At DRUM, we believe that regardless of what your source of truth is for tracking,  –whether it be DCM, Analytics, Adobe, Coremetrics, etc. – you should always have a backup form of tracking should anything ever go wrong. This is why we recommend implementing a combination engine conversion tags, analytics tags, and third party tags when we set up accounts.

  3. DoubleClick Publishers (DFP) and DoubleClick Ad Exchange (AdX) will now be known as Google Ad Manager – With the majority of digital buying moving toward programmatic, Google Ad Manager is going to aid publishers in their effort to monetize the various places potential consumers are engaging – including, “live streams, connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.” According to Jonathan Bellack, director of product management for publisher ad platforms, this is why “we broke away from the traditional constraints of ‘ad servers’ and ‘SSPs’ [supply-side platforms] to build new programmatic solutions directly into the product we now call Ad Manager — from our programmatic deals framework to features like Optimized Competition that help you maximize yield across reservations, private marketplaces, and the open auction.”  While having direct access to exchanges is a must, we at DRUM encourage marketers to test into every option, and never just rely on one.  Even with our own in-house Trade Desk, we still conduct tests with DSPs such as Sizemek and Conversant to determine the best course of action for driving in conversions from the right people, at the right time and in the right place. Everyone wants to leverage people-based marketing, but this needs to be tested into, and then, based on performance, the media can be ranked and budgets can be allocated appropriately. Even in the world of programmatic, budgets can be frivolously spent, so you need to work to test into it and then uncover your best course of action.

    At DRUM, we consider it our duty to not only make our clients aware of the changes taking place in the digital landscape - especially as it pertains to a powerhouse like Google - but also to advise our client’s about what is best for them and their goals. This is why testing is at the heart of everything we do. As Google continues to revamp and introduce additional products, we will be eagerly digging into new features in order to make sound recommendations on how we should approach these changes and test into any new functionality.

    Note: All quotes are from Google.

    Also, “within the Google Marketing Platform is a new solution called Display & Video 360. It consolidates Google’s enterprise display advertising products: DoubleClick Bid Manager (DBM), media planning and reporting solution DoubleClick Campaign Manager, rich media ad creator tool DoubleClick Studio and data management platform Google Audience Center 360.” - Dan Taylor, managing director of platforms

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