Display and Video 360
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Google Ads vs. Google Marketing Platform
What's the difference and which platform is right for your business?
Choosing the right advertising technology (AdTech) for your business can be tricky...
There are a plethora of tools available to advertisers and agencies -
all with different features, benefits, and integrations.
But finding the right platform for your business can be difficult!
Regardless of business type and size, most businesses have heard of and used Google Ads one of the most commonly adopted AdTech platforms. What most people don’t realise is that Google Ads has a “bigger brother” called the Google Marketing Platform which offers broader capabilities and advertising opportunities.
Both platforms serve a purpose and cater to different marketing needs.
To help you make an informed decision on which platform is right for you, we’ve provided a clear overview of each platform alongside the features and use cases for each AdTech approach.
Introduction
What is it?
Google Ads provides a perfect entry-level online advertising platform for all business types.
What does it do?
It allows advertisers to place ads both in the results of search engines like Google Search and within non-search websites, mobile apps, and videos.
What makes it special?
Google Ads provides a cost-effective way for businesses of all sizes to reach a virtually unlimited, targeted audience
So, what is
Google Ads?
Platform Overview
Compared to Google Ads, the Google Marketing Platform provides a much more sophisticated set of capabilities for companies looking to deliver smarter cross-channel advertising.
What is it?
A connected ecosystem of products that drive smart digital marketing, with seamless connections between the channels.
What does it do?
The products in Google Marketing Platform work together so you can plan, buy, measure, and optimize digital media and customer experiences in one place.
What makes it special?
Smarter advertising via programmatic, expanded access to high-value media inventory, automated campaign management, advanced audience targeting, consolidated campaign management and reporting.
and the Google Marketing Platform?
Platform Overview
What is it?
Campaign Manager 360 is classified as an ad server
What does it do?
Serves engaging creative, measures delivery, and provides attribution across a marketer or agency’s entire paid digital strategy.
What makes it special?
Data-Driven Attribution, Verification, Active View and Dynamic Creative via Studio module.
How CM360 works:
Campaign Manager 360 sits at the heart of the Google Marketing Platform. CM360 hosts creatives and serves ads programmatically via DV360 and SA360 while recording performance data that can be measured and fed back into the platforms for continuous optimisation.
CM360 key features:
Centralised reporting for all media-buying which allows for:
- frequency management across multiple channels
- Continuous performance feedback for ongoing media optimisation across all channels
- Clear picture of conversion pathways and multi-channel attribution
Campaign Manager 360
Search Ads 360
What is it?
An API based Search Platform to aggregate all your paid search.
What does it do?
Manages & optimized search ads across Google, Bing, Yahoo and Baidu.
What makes it special?
Google machine learning for bidding & forecasting, near real-time reporting and automated campaign management.
How SA360 works:
Search Ads 360 centralises search ads management across a number of leading global search platforms including Google, Bing, Yahoo and Baidu, into one platform.
SA360 key features:
- Automate activities such as keyword creation, ad copy changes, bidding, targeting and reporting across all platforms
- Centralise campaign reporting across search engines
Display and Video 360
What is it?
A Demand Side Platform (DSP)
What does it do?
Buys display, video and audio ads virtually anywhere they are sold across the internet.
What makes it special?
Access to proprietary Google Data, built in customer match, free keyword contextual targeting, programmatic guaranteed. Also ability to customize the algorithm and the audience you want to reach different deal types.
How DV360 works:
Display & Video 360 enables marketers to manage their reservation, programmatic, and programmatic guaranteed campaigns across display, video, TV, audio, and other channels, all in one place.
DV360 key features:
- Much broader inventory / ad placement access across over 75 display networks
- Advanced targeting using Google Analytics audiences, other owned first-party data, or third-party audiences.
- Automated bidding driven by Google’s machine learning algorithms creates an opportunity for both time and cost savings
- A variety of media buying methods including programmatic, guaranteed, auction and direct
Looking for further information on the Google Marketing Platform?
Google Ads vs Google Marketing Platform - AdTech Feature Comparison
Platform Comparsion
REACHAdvertisers can only access inventory across the Google Display Network via the AdSense Network only |
TARGETING
|
INVENTORYGoogle Ads allows to publish ads across
|
DEALSInventory can be bought via open auction only |
REACHAvertisers can access inventory across 76+ Ad Exchanges including the Google Display Network, other networks and exchanges, + open exchange |
TARGETING
|
INVENTORYAdvertisers can access a wide range of inventory including Display, Video, Multi-Engine Search, Audio, Native, Digital Out of Home, and High Impact custom creative consumed via:
|
DEALSA wide range of buying methods are available including Private auction, preferred deals, programmatic guaranteed deals, and Tag-based Insertion Orders |
