What is the Google Marketing Platform?

In addition to the fact that GMP ensures a more efficient working method through the uniform interface and data links between systems, the Google Marketing Platform offers a number of advantages:

1. Powerful machine learning: This allows you to automate processes faster across multiple channels and spot advertising trends quickly.
2. More control over expenditure: By integrating multiple tools, you gain immediate insightinto which marketing activities are working or not.
3. Cross-channel attribution: Due to the integration, there’sless data loss. It’s possible to apply conversion attribution across all channels, giving you a better understanding of the role of a specific channel in the purchasing phase. This allows you to allocate budgets better.
4. Better insight into your target group: By integrating Google products, you get a complete picture of your customer. By managing your target groups in one platform, you can better control where and how often someone sees an advertisement. Additionally, data is linked to Google signals about other devices and intents to identify the most valuable audiences.
5. Share insights faster: all your reports are also in one place. This makes it easy to share data about your target group, media and campaign results with different teams.

The Google Marketing Platform offers advanced solutions for both small businesses and large enterprises. In particular, the integrated target group insights and attribution across all channels are important benefits for an advertiser.

If branding and awareness objectives are important for your company, the Google Marketing Platform offers more options than if you purely use Google Ads. GMP acts as a DSP with which you can purchase programmatic (real-time) space for digital media. This concerns both display and video inventory at many well-known media parties. The reach that you can achieve through GMP is, therefore, far greater than the reach via Google Display Network and YouTube within Google Ads.