Introduction to CM360 and Uses (DoubleClick Campaign Manager)

Google Campaign Manager 360 is an ad management tool that helps manage all Google campaigns. It allows you to create and manage multiple Ads campaigns from one dashboard. It is an ideal solution for small businesses with limited budgets, as it allows for running multiple campaigns simultaneously.

It is a centralised platform for managing your mobile and website campaigns. With Google Campaign Manager 360, you can achieve these:

• Ad trafficking

• Reporting

• Verification

What is Google Campaign Manager 360 used for?

You can use this tool to manage your digital campaigns across websites and mobile devices. In addition, the platform provides a comprehensive set of features for ad serving, targeting, and reporting.

Trafficking

Google Campaign Manager 360 is a powerful tool for managing your digital marketing campaigns. The platform is designed specifically for SMBs, allowing them to easily manage their digital marketing efforts from one place. Advertisers can manage creatives and run campaigns using trafficking.

Here are ways you can utilize trafficking:

Trafficking workflow

The trafficking workflow offers a comprehensive overview of the management process.

Start trafficking

These are the basic steps of setting up campaigns, placements, ads, and creatives.

Edit creatives

With Google Campaign Manager 360, you can use various creative types for your campaigns. There are different properties associated with different creative types. The different creative types can be edited to suit your needs.

Reporting

In Campaign Manager 360, you can view advertising data via reporting. This tool organizes your campaigns’ performance data and makes it useful for you. The reporting feature has these capabilities:

• Summary tab

• Report Builder

• Attribution (Multi-Channel Funnels)

Verification

Using the Verification tab in Reporting, you can check how your ads are performing overall. Here are other features in the Verification tab:

• Types

• Export data

• Settings

Advantages of using Campaign Manager 360

Campaign Manager 360 is a powerful tool that can help you manage your campaigns effectively. It provides you with a lot of features and options that can help you customize your campaigns according to your needs.

You can use it to create different types of campaigns, track their performance, and optimize them for better results. Additionally, Campaign Manager 360 integrates with other Google products, which makes it even more convenient to use. Here are the advantages of using Google Campaign Manager 360.

Unified, enterprise-scale trafficking & intelligent ad-serving

To achieve Digital Marketing Maturity, organizations need integrated technology as a key enabler. This is based on research from the Boston Consulting Group. However, how does an integrated technology stack look? Campaign Manager 360 integrates natively across the rest of the Google Marketing Platform (GMP).

This includes:

• Display & Video 360 (DV360)

• Search Ads 360 (SA360)

• Google Analytics 360 etc.

The GMP products can be created and managed using CM360. Also, they can be tracked and measured through Floodlight Activities. With a unified platform, marketers and practitioners can manage their cross-channel campaigns in the following ways:

• Build your campaigns according to your plan.

• Advertisers you are interested in running campaigns for.

• When would you like your campaigns to run?

• The management of various types of creatives, including data-driven creatives.

• Your landing pages, which users will access through your ads.

• The Floodlight setup, including Floodlight configuration, Floodlight activities, and Floodlight activities groups.

• Templates for identifying audiences and targeting.

• Rotation of ads.

• Adding event tags to impressions & clicks, other platforms can keep track of data.

Data-driven Creative through the Campaign Manager 360 integration with Studio

By integrating Google Campaign Manager 360 with Studio, you can generate data-driven creativity. Ad personalization at scale can be achieved by integrating data into the creative you display in the market. This is because 70% of digital media performance is driven by creativity.

Google Campaign Manager 360 integrates natively with the Google Marketing Platform’s creative asset and rich-media authoring tools. Advertisers can serve ads using a variety of Dynamic Creative templates based on data signals from CM360, including Floodlights.

Cross-channel and device targeting

The Google Marketing Platform is natively integrated with Campaign Manager 360. This allows you to leverage Floodlight audiences across different inventory, channels, and devices available in Display & Video 360 (DV360).

Advanced modeling and Data-driven Attribution

In Google Campaign Manager 360, all your ad data and reporting are aggregated. So conversion credit can be attributable across channels and against your organization’s spend more effectively. This is allowing marketing leaders to drive further efficiency and effectiveness of their ad spend and performance. They do that by leveraging advanced statistical models and Data-Driven Attribution.

Ad verification capabilities

A range of integrated ad verification functions is built into CM360’s ad server. This protects advertisers’ spend from ad fraud. It also enables the right message to be served at the right time to the right audience. The following are the features available in Google Campaign Manager 360 for ad verification:

• Ad-blocking – an important feature of CM360, Ad-blocking prevents ads from serving on inventory that is fraudulent or deemed detrimental to a brand.

• Viewability – With CM360, advertisers can control where specific ads will be displayed to online users. As a critical component of CM360’s marketing platform, the Google Marketing Platform supports Active View. This is a Google-accredited solution that measures web display and video impressions in real-time and impression-by-impression.

• Content labels and classifiers – You can create lists of specific domains for which you would like ads not to be served in specific circumstances. Additionally, you can set up reporting data in CM360 about the domains you flag and whether your ads were served.

• Retargeting verification –Through the Google Marketing Platform, you can target your ads to specific locations. Also, CM360 offers the option to block certain locations from showing your ads.

Where is Google investing with Campaign Manager 360?

In recent years, regulatory shifts have significantly affected digital advertising and will continue to do so. Google is investing in Campaign Manager 360 and new tech features. This is in a bid to fill conversion measurement gaps due to GDPR, CCPA, and cookie effectiveness reductions.

Comprehensive Measurement

Conversion Modeling is a new feature introduced by Google in Campaign Manager 360. Using this new feature, you can accurately measure how your audience responded to your ads while still protecting user privacy. It ensures marketers can still gather valuable insights into customer journeys and campaign effectiveness, even without direct measurement.

This is achieved by integrating video and social platforms server-to-server. There is no extra work for your team since these integrations are all done on the backend. As a result, your team will be able to spend more time analyzing. Time instead they could have spent troubleshooting discrepancies between platforms and tags.

Additionally, Google is adding two new attribution reports to Google Campaign Manager 360 that include both converting and non-converting paths. Marketers can then assess conversion rates per channel and common conversion paths quickly.

Streamlined Workflows

The company is not only aligning its products with the Campaign Manager as the hub. It is also investing in deeper connections with popular martech tools from different solution ecosystems. Google, for instance, announced automated third-party verification within Google Campaign Manager 360 earlier this year. There will only be more growth in these partner verification systems in the future.

Trusted ad management for video and emerging format

Advertisers must adapt to changing user behaviors as video and audio use on phones and personal devices increases. It involves creating cross-channel experiences and trafficking them at scale as well as measuring them. It is becoming increasingly important to optimize in real-time in today’s world.

Google Campaign Manager 360 solution resolves this by utilizing enhanced verification and measurement capabilities within YouTube. And with that, it provides new insights on performance. Additionally, Campaign Manager 360 now includes an expanded unique reach report for cross-channel performance analysis.

How to set up Google Campaign Manager 360?

With Google Campaign Manager 360, you can easily set up and manage your marketing campaigns in one place. The first step is to create a new campaign. To do this, simply click on the “Create Campaign” button and select the “Blank Campaign” option. Next, you’ll need to enter some basic information about your campaigns, such as the name and budget.

Once you’ve done this, you can begin adding ads and targeting them to specific audiences. You can also track the performance of your campaign using the various reports and tools available in Campaign Manager 360.