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Google Marketing Platform integrations

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► DOUBLECLICK OFFERS A SUITE OF ADVERTISING
► SOLUTIONS TO HELP CREATE MANAGE AND GROW
► HIGH-IMPACT DIGITAL MARKETING CAMPAIGNS.
► THESE SOLUTIONS ARE COLLECTIVELY CALLED THE
► “DOUBLECLICK DIGITAL MARKETING PLATFORM”
► OR DDM.
► TO HELP MEASURE IMPACT YOU CAN INTEGRATE
► DDM REPORTING METRICS DIRECTLY INTO GOOGLE
► ANALYTICS .
► THESE INTEGRATIONS ADD SPECIFIC DOUBLECLICK
► REPORTS TO ANALYTICS AS WELL AS ADDITIONAL
► METRICS AND DIMENSIONS IN STANDARD REPORTS.
► LET’S LOOK AT WHICH DOUBLECLICK SOLUTIONS
► INTEGRATE WITH GOOGLE ANALYTICS .
► DOUBLECLICK CAMPAIGN MANAGER OR DCM IS GOOGLE’S
► THIRD-PARTY AD SERVER AND AD MANAGEMENT SYSTEM.
► AGENCIES AND ADVERTISERS CAN USE DCM TO TRAFFIC
► MEDIA PLANS UPLOAD CREATIVES AND SET AD-SERVING
► RULES.
► THE DCM INTEGRATION ADDS A NEW SET OF ACQUISITION
► REPORTS IN ANALYTICS.
► THESE REPORTS ARE SIMILAR TO ADWORDS REPORTS
► BUT INCLUDE IMPRESSIONS CLICKS AND BOTH
► VIEW- AND CLICK-THROUGH SESSIONS.
► THE INTEGRATION ALSO UPDATES ALL OTHER ACQUISITION
► REPORTS BY SEPARATELY BREAKING OUT DCM-TRAFFICKED
► DISPLAY ADVERTISING AND ENABLES DCM DIMENSIONS
► AND METRICS TO BE USED THROUGHOUT ANALYTICS
► DOUBLECLICK BID MANAGER OR DBM IS WHAT’S
► CALLED A “DEMAND-SIDE PLATFORM.”
► DBM ALLOWS BUSINESSES TO BUY AD IMPRESSIONS
► AT SCALE IN REAL-TIME.
► BASICALLY EVERY TIME A WEB PAGE LOADS WITH
► AN AVAILABLE AD IMPRESSION A DIGITAL AUCTION
► IS HELD IN MILLISECONDS THAT EVALUATES A NUMBER
► OF CRITERIA TO SELECT WHICH ADVERTISER GETS
► TO DISPLAY THEIR AD.
► THE DBM INTEGRATION ALLOWS YOU TO USE GOOGLE
► ANALYTICS DATA TO DEFINE SPECIFIC AUDIENCES
► SO YOU CAN TARGET THOSE USERS WITH RELEVANT
► ADS.
► FOR EXAMPLE THE GOOGLE MERCHANDISE STORE
► COULD RUN A DYNAMIC REMARKETING CAMPAIGN THAT
► TARGETS USERS WHO’VE VISITED A WEBSITE MORE
► THAN THREE TIMES LIVE IN A PARTICULAR CITY
► AND HAVE SUBSCRIBED TO THEIR PROMOTIONAL NEWSLETTER.
► ONCE INTEGRATED WITH GOOGLE ANALYTICS A NEW
► SET OF DBM REPORTS APPEARS IN THE ACQUISITION
► SECTION SHOWING SITE ENGAGEMENT AND CONVERSION
► METRICS ALONG WITH DBM DIMENSIONS.
► UPDATED ACQUISITION REPORTS BREAK OUT DBM
► DISPLAY ADVERTISING AND DBM DIMENSIONS AND
► METRICS CAN BE USED FOR ANALYSIS.
► DOUBLECLICK SEARCH OR DS LETS BUSINESSES
► MANAGE SEARCH CAMPAIGNS ON GOOGLE ADWORDS
► AS WELL AS OTHER MARKETING PLATFORMS LIKE
► BING ADS YAHOO JAPAN AND MORE.
► IN DS YOU CAN USE BID STRATEGIES TO FIND
► THE MOST EFFICIENT SPEND FOR YOUR ADVERTISING
► GOALS.
► THE DS INTEGRATION ADDS NEW REPORTS TO THE
► ACQUISITION SECTION OF ANALYTICS LIKE
► THE ENGINE ACCOUNTS REPORT WHICH ALLOWS YOU
► TO MEASURE PERFORMANCE OF AD CLICKS PURCHASED
► ACROSS DIFFERENT SEARCH ENGINES.
► IT ALSO ALLOWS YOU TO USE DS DIMENSIONS AS
► SECONDARY DIMENSIONS AND IN SEGMENTS.
► DOUBLECLICK OFFERS A NUMBER OF POWERFUL AD-SERVING
► SOLUTIONS TO LARGE ADVERTISERS.
► BY INTEGRATING WITH GOOGLE ANALYTICS
► BUSINESSES CAN BETTER MEASURE THE IMPACT OF
► TARGETED ADS OPTIMIZE CAMPAIGN PERFORMANCE
► AND MAKE SURE THEY GET THE BEST ROI ACROSS
► ALL CHANNELS.

 

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