Tag Archive for: Digital Advertising

Generation Z Marketing Strategies

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Gen Z now makes up 26% of the population and comprises 48% of the total media audience. Their spending power is estimated to be between $29 and $143 billion, without taking into account their influence on household spending. They are a formidable consumer demographic, but the generation gap leaves some marketers struggling to successfully reach them. 

It is true that conventional digital marketing strategies rarely work and there has yet to be a complete consensus of which methods are most effective. But experts are starting to come together to compile their best recommendations and guidelines for successfully marketing to Generation Z. 

 

Highlight Social Awareness 

This generation has a heightened awareness of issues plaguing our society and the rest of the world. They know that what’s occurring now has the ability to strongly impact their futures. Which is why if they discover that a company is engaging in objectionable practices, they will avoid doing business with them at all costs, while making it widely known. Conversely, brands that are positively contributing to society or the environment have the opportunity to be strongly supported by Gen Z. As individuals they have varying beliefs, but they share a number of ideals such as inclusivity, multiculturalism, social justice, environmental awareness, and anti-capitalism.

A great example of a company that has done this is TOMS Shoes. For every pair of shoes purchased, they donate another pair of shoes to a child in need. These are the kinds of campaigns and practices that this generation looks for before fully getting behind a brand. 

 

Focus on Mobile Platforms 

75% of Generation Z selected a mobile phone or smartphone as the device they use most. This means strategies aimed at desktop users are no longer effective, especially when it comes to eCommerce web designs. A study performed by Google revealed that Gen Z mostly uses smartphones to make online purchases, and highly prefer online shopping in general. This means all web designs must be mobile-friendly, the checkout process needs to be simple, and content must be created with mobile devices in mind. Voice search is something else to keep in mind, as its use is on the rise with Gen Z. So it’s important to produce website content which conforms to patterns from everyday speech.

 

Be Personal and Relatable 

Generation Z was raised on the internet, they’ve seen everything there is to see. Which means using traditional sales ad and blatant customer manipulation attempts will fail miserably. Aggressive ad copy should be replaced with relatable and relaxed language. They will only pay attention to ads that are directly related to personal needs and desires. They expect retailers to offer a more personalized experience based on the customer’s shopping habits and preferences. This can be accomplished by creating targeted landing pages, publishing content aimed at the right buyer personas, and giving personal replies to messages on social media.

 

Use Each Social Media Platform Differently 

Social media has been a part of Generation Z’s entire lives. They’re highly aware of what each platform is best for and use each reflectively. Which means you can’t advertise to them in the same way on every platform. Response Media’s study reveals that Gen Z: 

  • Showcase their aspirational selves on Instagram
  • Share real-life moments on Snapchat
  • Get the news on Twitter
  • Glean information from Facebook

Instagram is also most used for brand discovery, with 45% of teens using it to find new products. And YouTube is used most for shopping recommendations, followed by Instagram, then Facebook. These are all things that should be closely kept in mind when conducting social media campaigns, sharing content, etc. 

 

Create Quick, Effective, and Visual Content 

It’s a common misconception that Gen Z has an outrageously short attention span, 8 seconds to be exact. In reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information. So yes, you have very little time to convince them that your content is worth their time, but if it is, they can focus (or binge) long enough to complete in-depth research on any topic. 

Additionally, 71 percent of 13 to 17 year olds spend more than three hours a day watching online videos. But that doesn’t mean you can throw any video advertisement in front of them and they’ll pay attention. On average, Generation Z clicks “Skip” on skippable video ads after only 9.5 seconds. It all stems back to growing up in an information overload environment. This means you need to start focusing on only giving them the most necessary and important material. 

 

Final Thoughts 

When it comes to marketing to Generation Z, the most important thing is to forget all the misconceptions. They are not a generation of unintelligent, short attention spanned, detached kids that are dooming digital marketing for the rest of the generations. Every new generation of consumers means shifting marketing tactics and best practices in order to continue driving revenue and growing as a brand. When you execute your digital marketing strategy correctly, Gen Z can bring in major revenue, their own as well as revenue from their parents. They care about social responsibility, authenticity, and personable customer experiences. Brands have the opportunity to start engaging with socially active, highly motivated young people. They want to connect with companies, lead a following, or even become loyal brand ambassadors. Generation Z presents a new challenge that may just not seem worth it to some, but they offer the opportunity for huge payoffs with a little bit of work and understanding. 

 

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To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

 

 

5 Steps to Creating a High Converting Landing Page

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Customers arrive on a landing page through social media posts, paid advertisements, and various other content. If your landing page is ineffective, all the ad dollars and resources put towards getting these customers there was essentially a waste.

A quality landing page has the potential to increase leads, sales, and gain valuable information on potential customers. Creating highly effective landing pages can seem like a difficult task, as there’s no one-size-fits-all template, but there are a variety of landing page best practices. These combined with understanding your target audience and dedicated effort, building a high converting landing page will be much easier. 

 

1. Focus on Responsive, Mobile-Friendly Designs 

In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. No matter the industry, it’s smart to make mobile design a priority. This means using: optimized images, shorter sentences, bullet points, headings, and subheadings. Mobile-optimized landing pages include a lot of white space and can be easy to read at a quick glance. Performance is also important, as conversions won’t be likely if page speed is low or chew up data. 

Mobile-optimization also forces conciseness and high design focus. Screen space can’t be wasted on extra unimportant content or fluff. The message should be focused on the action you want the customer to take. The less-is-more design approach results in a more concise and engaging final project. 

 

2. Have One Clear Call-To-Action 

The call-to-action is the number one, most important element that should be included on every landing page, as it’s what turns visitors into real customers. 

What should be focused on first is the text. Powerful, direct, and urgent language is key. What makes you unique and would create an emotional drive in customers? If possible try to communicate one or more of the following: they are getting something for free, they are getting something exclusive, you are solving their problem, or they have limited time to act. 

Some other elements that increase the effectiveness of call-to-actions are contrasting colors, buttons instead of links, and ensuring its visibility. Most companies and sites have a set color scheme, which is great, but you don’t want your CTA to blend in. Make it stand out by using contrasting, yet visually appealing colors. It also doesn’t need to be at the bottom of the page. It should be placed where the user’s eye naturally goes. This is something that may require A/B testing. 

 

3. Use Visuals 

The brain processes images 60,000 times faster than text. Meaning that visitors are immediately affected by the images on the landing page. As pictures are selected and placed, remember that they should be relevant to products and services, and high quality. 

If you’re selling a physical product, a high quality image should be displayed on the landing page. If you’re selling a service, the primary purpose of the image is to grab users’ attention and demonstrate relevance to them. 

And since the images are the first thing the user processes, you want that impression to be a good one. It has the potential to shape the visitor’s impression of your brand before they even make it to the ad copy. Which is why this isn’t a great place to use stock photos or quick photoshop jobs. Marketers have the opportunity to give potential customers a visual understanding of what they stand to gain with their product or service, and set themselves apart from the competition.

 

4. Have User and Search Engine Friendly Formatting 

Along with a mobile-friendly design and quality content, the page also needs to be formatted well, starting with a solid headline. It should compelling, something that will keep visitors reading. Touch on a main point that’s relevant to readers and hints that you have a solution to their problem. It’s also beneficial to use emotional power words. The most effective emotions to appeal to are anger, greed, and fear. “Stop getting ripped off!” “Free exclusive gift!” “Only 24 hours left!” are all possible headers appealing to these emotions. 

After you’ve established a heading that meets all the criteria, break the rest of the content of the landing page into segments. Each segment should have a subheading of its own that makes sense. This way if a reader is skimming the page they can skip to the section they’re looking for or read what is most relevant for them. Not only are headings and subheadings helpful for visitors, it helps search engines as well. Landing pages can be more easily indexed by Google and other search engines when they’re logically structured. 

 

5. Show You’re Reliable 

High converting landing pages always contain an element of trust. Include various pieces of evidence that show you can be trusted and are a reliable company, since you’re most likely asking visitors to give up some kind of sensitive information. There are five types of evidence best used to show trustworthiness.

The first is high quality landing page copy. There should be absolutely no spelling or grammatical errors. This makes visitors wary because it seems unprofessional, gives the sense that the website was thrown together, and thus unreliable. There are many tools that can help with spelling, grammar, and guides for clear landing page copy.

Proof of expertise and experience is also essential for reliability. Things such as: established in 1995, over 50,000 satisfied customers, licensed in 50 states, officially certified, member of the local Chamber of Commerce, etc, all communicate an important message. It reassures potential customers that your company is experienced, qualified, and have taken the prerequisites to earn and deserve your trust. 

Social proof, direct and indirect, is great evidence. Indirect includes social media follows, number of subscribers, likes, and shares. The more social engagement you have, the more trust you can earn. Indirect social proof can also be things like reported revenue, employee size, and other factors that bring your business clout. Direct social includes positive reviews, testimonials, and positive quotes from customers or influencers in your niche. It’s one person telling others “I had a good experience,” The simple truth is, trust begets trust.

Personal connection is next. Earn visitors trust by letting them get to know you and your business. This could be things such as a personal story, video, company bio, history, photos, etc. It helps when customers can put a name and face with who they’re doing business with. 

Lastly, evidence of security is very important. Most IT and security software vendors will give badges to their customers. You should place those on landing pages to indicate to customers that you have taken steps to ensure they’re information is protected, especially when it comes to personal or financial data. 

 

Contact Onimod Global 

Struggling to make your landing page convert or just need some digital marketing advice? Contact us! We are experts in all things digital marketing including SEM, Web Dev, Automation, Analytics, and much more. Learn more about what we do here, or keep up to date with all things digital marketing on our news page. 

 

 

The Best Post-Cookies Digital Marketing Strategies

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Marketers have been predicting the death of cookies since 2017, and yet it’s still holding on. Safari and Firefox already block third-party cookies by default, and Google Chrome is soon getting the controls to follow. This has been regarded as the “nail in the coffin” for cookies, meaning the end is finally in sight. 

What exactly does this mean for digital marketers that have been relying heavily on cookies for so long? If that includes you, there’s no need to worry. Marketing as we know it will survive. There are a number of more effective data sources being developed, as well as plenty of tactics to break and replace the cookies habit. 

 

People-Based Marketing 

People-based marketing combines real-time behavioral data with first party brand data to create a cohesive marketing system, centered around the individual consumer. This behavioral marketing method does not rely on third-party cookies. Instead it allows brands to use a proactive approach, creating a marketing strategy that’s ready to meet the user wherever they choose to engage. 

A successful strategy includes three key elements: Identification, Data, and Automation. 

Identification: This is the process of identifying and connecting consumers and their devices, with the ultimate goal of ensuring persistent, cross-device recognition for a single view of the customer. This is necessary because most consumers do not spend time online on a single device. A typical consumer navigates through various devices – desktop computers, smartphones, and tablets, while looking at the same products. If the full customer journey is not tracked well, it could lead to incorrect assumptions about their behavior. These assumptions can cause inaccurate data, ultimately resulting in poorly designed marketing campaigns. 

Data: Brands have an abundance of data on each customer, from purchase data to email engagement to device information. Until recently it was impossible to actually put this data to use, due to limitation certain channels have put on it. With the identification-first approach, we can now tap into the dunes of dark data since it all ties back to the first identifying point – the email address. Now, brands can organize all their data the “people-based way,” attributing every piece of data to the single individual in question. And it’s not just historical data, brands can refer to real-time behavioral data like their device, their interaction with your website, their carts, as well as the products and categories they visited while browsing. Linking together these data points allows brands to get a singular view of the customer.

Automation: Instead of relying on cookie-based data, people-based marketing automation relies on first party-based targeting. Brands unlock a singular view of consumers, one that anchors all of the data discussed above to a single email address. As a result, brands can automate their marketing approach across all devices and all channels under a single cohesive marketing strategy. The power of people-based marketing stems from the fact that it looks at the business’ lowest common denominator, the consumer, as opposed to a specific channel or device.

 

Contextual Advertising 

In the simplest terms, contextual advertising is advertising on a website that is relevant to the page’s content. In traditional contextual advertising, automated systems display ads related to the content of your site based on keyword targeting. This is not a new strategy, but keyword contextual based advertising is one of the best options to cookies-based behavioral targeting. The downfall to behavioral targeting is that you may be getting shown ads for things you would never really buy as an everyday consumer. With contextual advertising you’re only shown ads based on the content you’re looking at, not your overall behavior profile. 

Google AdSense is the ideal platform for this type of advertising, giving you the ability to place, images, videos, or text ads on pages of participating sites. You can put dynamic content in front of people that weren’t necessarily searching for you, but were already interested in your field of industry. YouTube advertising, which is a part of the Google Ads System, is another contextual advertising opportunity. For example, you could show a brief video game ad right before a video game tutorial YouTube video. 

The move to contextual targeting will also mean a move back to focusing on producing and distributing relevant content. Extremely specific ads need to be created for equally specific keyword groups and site pages. User relevancy should be maximized, which in turn maximizes clicks, conversions, and ultimately ROI. 

 

Final Thoughts 

The disappearance of third-party tracking may be unsettling at first, but most marketers are starting to believe tracking cookies are no longer needed. Apple’s Safari and the GDPR made the method increasingly unattractive and the expectancy of stricter privacy regulations is why Google is planning on joining the “cookies ban” bandwagon. Moving forward it’s going to be all about exploring new technologies, innovation, and striking a balance between profit and privacy choices to avoid another wave of consumer backlash. Utilizing first-party data that you can get when people intentionally engage with your brand is the first step toward accomplishing this.

 

More From Onimod Global

While there’s no avoiding the changes to come, you don’t have to face these challenges alone. Onimod Global is here to help, with expertise in every area of digital marketing, including SEM, SEO, Social, Web Dev, Graphic Design, and more. Receive the highest-quality customer service, 24/7, at an affordable rate. Learn more about what we do, and start your project today. 

LinkedIn Adds New Features to Campaign Manager

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LinkedIn announced late last week that it will be adding three new features to their advertising platform. These features include brand awareness campaigns, website conversion tracking capabilities, and job applications. This new version will also have an optimized click pricing option. 

LinkedIn has recently been putting a lot of emphasis on improving the platform’s advertising capabilities and proving the product should be considered more in the paid social space. From updating ad targeting capabilities to new integrations, such as moat analytics integration for video marketing. The newest update is focusing on campaign objectives, ensuring it’s easier to achieve the right results that better align with them. The updated Campaign Manager has been in public beta since October, but LikedIn reports that it’s working, as customer satisfaction has lifted 67%. 

The New Campaign Objectives

Brand Awareness: Introduced as the first top of funnel ad objective to the Campaign Manager, designed to help advertisers increase “share-of-voice” on the platform rather than generating traffic. These campaigns are charged by impressions (CPM or cost per thousand), rather than clicks. 

Website Conversion Capabilities: Because “conversion” has such a broad range of meanings, LinkedIn has tightened the integration of its conversion tracking tool. Campaigns can now be created that are optimized for specific actions, such as purchases, downloads, or registrations. 

Job Applications: LinkedIn is a large recruiting tool for companies looking for new applicants. Now any LinkedIn Talent Solutions customer can create ads using Campaign Manager, driving applications to LinkedIn or back to the company website. 

Optimized Click Pricing 

Going along with the new Campaign Manager, LinkedIn has optimized their click pricing to better align with advertisers’ objectives as well. Meaning that you only pay for what’s valuable to you. For example, if website visits are selected as the campaign objective, the only clicks that are charged are those that made it to the landing page. For social engagement campaigns, pricing is optimized to include all social actions such as likes, comments, shares, etc. LinkedIn has been previously known as an expensive paid advertising platform. This new payment model is supposed to better align with larger objectives, and hopefully provide better ROI for advertisers. 

Final Thoughts 

LinkedIn is starting to become a much more marketing-friendly platform and a stronger competitor in the paid social space. When it comes to digital campaigns, it can be extremely beneficial when the machine learning systems have a better understanding of your objectives. Providing more variety in campaign goals, as well as different pricing models to match each type, will help advertisers get the results they need, while avoiding paying for the actions that they don’t. 

Putting these Features to Use 

At Onimod Global we’re experts in SEM and Social Media. We handle paid advertising on Google, Bing, and across all social platforms, including LinkedIn. We’ve recently been rolling out brand new LinkedIn campaigns for a few of our clients, and have started producing a few results. We understand that LinkedIn is not an appropriate advertising platform for all brands or all campaigns. Having the correct brand positioning is essential, and with our expertise we know exactly where you and your ads need to be. 

Learn more about what we do here, or if you’re ready to become a client, contact us here.

 

Branded vs Non-Branded Keywords: Which Should You Be Using?

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When it comes to branded versus non-branded search, it isn’t an either/or decision, both are critical for successful rankings. Businesses must have a strong understanding of the customer journey, to know when users are more likely to search for branded versus non-branded keywords. If you’re aware of what searches your potential customers are making, and are bidding on the right phrases, you can increase your chances of ranking in moments of the highest intent. 

 

Branded Keywords 

Branded keywords are exactly what they sound like, search words or phrases that include your brand name or a variation of it. Branded keywords are usually used by searchers that have heard of your business through marketing efforts or are a past customer. Some businesses feel that bidding on your own branded keywords is a waste, but this isn’t necessarily true. To help all users in their search journey it can still be beneficial to bid on branded keywords. Here are some reasons to think about. 

Controlling Your Message 

Organic listings are cheap but they don’t give you the chance to really tell users what you’re about. Paid advertising gives you the opportunity to get creative with your message to grab the user’s attention. Additionally, organic results may not take users to their ideal landing pages. With paid advertisements you have complete control of your message and where the user is linked to, increasing your chances of conversions. 

Competitor Bids 

Competitors may be invading your space. Many businesses across all industries bid on their competitors’ keywords with the intention of stealing business and traffic. Bidding on your own keywords reduces competitors’ opportunities to outrank your own results. 

Capture High-Quality Leads. 

People searching for your own brand are already familiar with your company. They’ve either heard good things from a friend or are a returning customer. Either way, they know you have what they’re searching for and are further along in the buying cycle than someone just doing broad searches. Chances are they’re very close to making a purchase. Being one of the top results ensures that they find what they’re looking for, and can follow through with that purchase, creating new or repeat business for you. 

Dominating Your Own Search Engine Results Page

They always say that two is better than one. Appearing both organically and by paid ads can show users that you’re a prominent player in that space. It works similarly to having multiple links in an email, increasing click-through rates, giving the users more opportunities to land on your page. 

 

Non-Branded Keywords 

Non-branded keywords are any search queries that do not specify any specific brands or business names. These include generic searches such as “happy hours in my area,” or “local car repair services.” These are often made by people that are either brand-agnostic, or new prospects not yet familiar with your brand. While ranking for branded terms is still important, strategizing how to rank for non-branded keywords should be a top priority. This is likely to be more expensive than branded keyword bidding, but it’s the best way to gain more visibility, traffic, and conversions. Non-branded searches are made at a much higher volume than branded terms, which is why it’s important to identify those that are most relevant to you. Here are some strategies to optimize non-branded search. 

Optimize for what Users are Searching 

It’s important to begin by putting yourself in the user’s perspective. What exactly would they be searching for to end up at your business? What products or services might they need? What entities are fundamental to your business? For example, if you do work on cars, customers are probably doing searches beyond just “car repair.” They may be looking for – oil changes, new brakes, new tires, etc. It’s important to not only have a clear understanding of what your customers are looking for, but how to optimize your non-branded searches to fit their needs. 

Manage Business Listings 

Make sure your business is listed accurately, everywhere. This way new customers making local searches find you in moments of high intent. Everything from address, hours, business category, etc. need to be correct and consistent. This is necessary for not only your own website, but for third party sites as well, such as Yelp, TripAdvisor, etc. To rank for non-branded searches, search engines must be able to identify that your business is near the user’s geolocation and your hours of operation. 

It’s important to emphasize both of these aspects because if search engines can’t find this information then neither will users. Overall, both types of searches work together. By optimizing online listings and your website for the products, locations, services, and other entities that you offer, you’re giving search engines the information they need to deliver structured, verified answers to specific questions customers are asking about your brand. 

Getting business today means you have to understand that customers have grown and know how to search for exactly what they want. Which is why it’s important to utilize and optimize your opportunities in all search areas. 

 

How We Can Help 

At Onimod Global we are experts in all areas of SEM. We are experienced in paid advertising across all platforms such as Facebook, LinkedIn, Google, and Bing. Our strategy is using cross-channel digital marketing campaigns driven by machine learning analytics and human intelligence. Together ensuring your brand meets the consumer when and where they need them. Read more about what we do here, or contact us today here. 

Facebook Adds New Features to its Video Creation Kit

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On Tuesday Facebook announced new updates for its video creation kit feature. The updates are to give video advertisers more templates, editing options, and a new ‘save’ option. Facebook’s overall purpose of the new features is to optimize ad placement, while giving advertisers more support to create custom designs.

What is the Video Creation Kit:

Facebook released this feature back in August of 2018 with the mobile-first mindset, since it was becoming the most effective way to connect with customers. It enabled users to turn existing image and text assets into mobile-optimized videos framed in 1:1 for feed environments or 9:16 for stories on Facebook and Instagram. The template options are based specifically on what you’re trying to do for the product.

There are two 6 second video options if you’re promoting a product or selling multiple products. It allows advertisers to use keywords to generate interest and sales, or show a selection of products, promoting special offers. There are also two 15 second options to show product benefits or promote product discovery. You can highlight features, use case studies, explain how the product works, bring your brand to life, and share what makes it unique.

The platform gives those with limited video production staff or resources the ability to produce quality video advertisements. It’s most beneficial to small or medium sized businesses that may not have the tools or extensive knowledge on video production.

The New Updates:

Resizing Tool

Advertisers can now optimize the size of their videos for various ad placements. They say it only takes a click of a button to transform one video into many videos with multiple aspect ratios automatically for different places such as Stories or News Feed. Facebook says you will save time and be able to create videos that appear to be customized for each placement, without shooting additional content or having to edit manually.

Editing Options

Facebook has added new templates, including a single-image template with the option to add visually engaging motion, and 20 new fonts for text overlay. They have also added new event and seasonal stickers, such as Back-to-School season and Mother’s Day with more to come in the fall.

‘Save’ Feature

Before users were not able to start and stop projects whenever they wanted. Videos were required to be published in the same sitting as they were started. Now advertisers are allowed to save unfinished videos as drafts and return to work on it as they please.

You can read Facebook’s full announcement about the new features here.

Why We Care

The Video Creation Kit was made for anyone who wants to build Facebook and Instagram video ads that display well on phones, including digital and social agencies, in-house production team, Facebook marketing partners, direct advertisers, and digital creative agencies. Facebook is giving small companies with limited resources the opportunity to create customized content for multiple ad placements, ultimately allowing them to better compete with larger brands.

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To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

How to Optimize Your Dark Social Usage

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Private messaging apps such as WhatsApp, direct messaging via social media, emails, etc. are all referred to as “Dark Social” by marketers because content shared through these platforms are particularly difficult to track and analyze. This is becoming an increasingly popular way for users to do their social sharing. Read more

How To Gain The Best Insight On Your Digital Performance

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Being able to measure your data is key to understanding how well you are performing on all of your digital platforms. Typically, data is confusing to interpret and an extremely boring visual for management. At Onimod Global, we are committed to delivering our clients a report that combats these common concerns. Our expert digital marketers, trusted Google Partners, develop custom dynamic digital dashboards with Google Studio for all of our clients.

 

Say goodbye to the boring static reports in your inbox on Monday mornings.

 

Google Studio creates the best visuals for your company to clearly see what matters. Whether that be leads, impressions, landing page views, or any other metric, this is the best platform to see it all at once with complete transparency. Google Analytics, Google Ads, and more are all on one page with high-quality visuals for you to easily see what is performing well for you and what isn’t.

The best part about our digital synergy reports? The collaboration. Individuals and teams from your company can easily view, add comments, and view different versions of data based on your preferred segmentation.

Onimod Global is a trusted Google Partner, assuring you that you’re working with the best in the business. A Google Partner is an online marketing company, trusted by Google. Look for the badge on our site, this recognizes companies that excel with Google’s products.

 

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We want to save you the time and a headache of having to read through a variety of spreadsheets and confusing numbers. Onimod Global is confident that our customized digital synergy reports are the best way to understand your digital performance, and your company can have your very own!

We would love to work with you and help you optimize your digital marketing strategy. To contact our experts or request a quote, please click here. We can’t wait to hear from you!

Google AdWords Is Becoming Google Ads

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Google has revealed that their complex lineup of ad products is getting re-branded. AdWords launched 18 years ago with the goal of easing the process of connecting online with businesses. The most significant change since then has been the increasing use and incorporation of the mobile internet into our everyday lives. With several changes in the space came with increased complexity; therefore Google decided to simplify brands and solutions for their advertising products. The main changes Google is making with their current platforms is combining all different advertising channels to make the lives of digital marketers much easier. The three brands AdWords is breaking down into are: Google Ads, Google Marketing Platform, and Google Ad Manager.

Google Ads

Google Ads will be the front door for advertisers to buy on all Google surfaces. It represents the full range of advertising capabilities that Google currently offers. In this space, Google is also creating a campaign type called Smart Campaigns. Designed specifically for small business advertisers, Smart Campaigns will allow for ease into first-time online advertising. The purpose is to identify actions that are priorities to these businesses whether that be phone calls, purchases, or store visits. After recognizing these prioritized actions, Google Ads will then use machine learning to optimize ad copy and targeting to drive more of those actions.

Google Marketing Platform

Google will combine DoubleClick Digital Marketing and Google Analytics 360 into one single brand: Google Marketing Platform. The main reason for the conjunction of platforms is because feedback has told Google that there are several advantages to using ads and the technology of analytics together. According to Google’s official blog, their goal is to have this platform be a place where marketers can plan, buy, measure and optimize digital media and customer experiences in one place. In addition to uniting DoubleClick and Analytics 360, Google is also announcing a new platform called Display & Video 360. This will combine features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 will also enable marketing and media teams collaboration abilities in a single space.

Google Marketing Platform

Tech Crunch shares a quote from the Managing Director for Platforms, Dan Taylor:

“The Google Marketing Platform is responding to a growing need for collaboration. For example, Adidas used the platform to bring its brand and performance marketing teams together with the measurement team.”

Google Ad Manager

Google Ad Manager will combine Google’s monetization tools such as DoubleClick Ad Exchange and DoubleClick for Publishers. This has been a 3-year merging process, and over this time Google has been working to unify this platform. The benefit of this will be publishers being able to manage business directly and efficiently. AdSense and Admob brands are expected to continue with no consolidation.

Jonathan Bellack, Google’s director of product management for publisher platforms, says the following about the Google Ad Manager Platform:

“These categories have just been breaking down for a while — all of our publishers already log into one user interface. So the only thing that’s really changing is the logo.”

 

More From Onimod Global

For more information regarding digital marketing expertise, trends and insights, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!