Developing advertising campaigns is a challenging task. Even a simple digital campaign can leverage more than 5 platforms, each with its own interface, tracking procedures, etc.
This is why you need to know more about Google Campaign Manager and how to operate it. Fortunately, in today’s article, we’ll go through the main functions of Google Ad Campaign Manager, so that you know how to take advantage of each of its tools.
What is Google Campaign Manager?
Called Campaign Manager 360, it is Google’s measurement and management system for both agencies and advertisers. This is a practical solution when it comes to ad serving, reporting, creation, and management.
Because it’s an ad server, Google Ads business manager can also be used for party verification. Thanks to this centralized system, marketers can capitalize on insights as well as optimize their performances across diverse digital campaigns.
Pros of using Google Campaign Manager
Here are the pros when it comes to using Google Ad Manager:
Ad trafficking
By using Campaign Manager to create and traffic a campaign, the process will be straightforward. It enables users to align campaigns with larger marketing campaign plans and goals.
Furthermore, here’s a list of the campaign’s characteristics:
- Flight dates (you can verify start and end dates.).
- Landing pages (you can identify where you are sending your users.).
- Segmentation (you can create target audiences.).
- Tags (you can coordinate impressions and click data.).
Additionally, there are verification options that let you prevent your ads from showing up in places that’ll do no good to your corporate image. Certain ad-blocking tools provide advertisers with a level of control over where the ads and campaigns are shown.
You can implement these criteria as well as use them with numerous campaigns or websites. Google Campaign Manager is a complete server that can serve video and rich media through the use of tags shared with several publishers or networks.
Not only this but it can also be utilized for email addresses and social media. As an advertiser, you can set up simple tags for your email newsletter and social media links that allow for attribution.
Tracking
In case you haven’t heard about Floodlight Tools, then you’re missing out on the most relevant tool when having a Google Ads Manager account. Floodlight tracking allows every advertiser to design pixels to be able to track several types of user interactions such as:
- Transactions.
- Conversions.
- Landing page visits.
All of these interactions are sent back to Google Campaign Manager and then attributed to individual ads or campaigns. Essentially, you’ll have the chance to associate an e-commerce transaction with a creative piece to a specific site, with a certain call-to-action button.
Moreover, Ads Google Manager can be utilized to track clicks on any URL, and it won’t matter where you plan on utilizing it. Thanks to this, as an advertiser, you’ll have the chance to track conversions and assign attributions.
Reporting
By using Google Campaign Manager you can start measuring the return on campaign investments. You can do this by allowing marketers to perform analysis with the tool.
This offers a marketer the opportunity to evaluate performance data with precise insights, including cross-channel verification.
Verification
The verification feature within Google Ads Business Manager is one of the most commercial tools. Both verifying and tracking ads are vital to obtain transparent results as well as to build trust.
With a feature like this, you can verify your ads and tags to make sure your campaigns are being shown to potential audiences.
Cross-channel attribution
Within the system, a marketer can build custom attribution models to assist in understanding the performance of every channel.
Mixed with Google Ad Manager’s ability to trace impressions and clicks on URLs, cross-channel reports are able to highlight the whole process for a customer but allow for comparative studies between channels. With this, you can optimize your media spend.
Future tools
Google is looking to increase its investment in Google Campaign Manager, and the company wants to incorporate new features to have the most complete system.
Foremost, the company wants to launch a recent feature called Conversion Modeling. This upcoming feature will enable appropriate measurement of how the audiences responded to the ads while maintaining their privacy.
One of the reasons why this is happening is because Google managed to expand its server-to-server integration with social platforms and video. This provides additional time, which means you and your team will be able to focus on numerous aspects of the company.
In addition to Conversion Modeling, Google also invested in deeper connections with tools from diverse solution systems. For instance, the company announced an automated third-party verification tool within Google Campaign Manager.
These partner verification systems will likely grow in the future, meaning you’ll have access to more valuable tools.
How to get the most impressive results with Google Campaign Manager?
As you presumably know by now, Google Campaign Manager is a powerful tool, but when paired alongside extra-Google Marketing products such as Analytics 360, Search Ads 360, and Display and Video, will provide even better results.
For instance, Campaign Manager 360 can integrate nicely with Analytics 360. When you combine these tools, you’ll be able to view and then analyze data in Campaign Manager with the rest of their web data.
Some of the integration tools you’ll have are:
- A brand-new set of reports which are similar to the ones provided by Google Ads but they incorporate extra data like clicks and impressions.
- Updated reports that show trafficked display advertising.
- Integration of impressions and display clicks in the Attribution reports as well as in the Multichannel Funnels.
Besides, if you pair a Google Ads Manager account alongside Display and Video tools, you’ll gain an exact view of cross-channel accomplishments. Also, this integration will enhance productivity within both systems, and this will benefit your website.
Whether you have to streamline your ad trafficking or centralize the ad serving, you need to start using Google Campaign Manager.
