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Managing advertising campaigns can be hard work. Even a simple digital campaign can take advantage of more than 10 platforms, each with its own interface, vocabulary, tracking mechanisms and other nuances. Managing multiple campaigns through multiple Ad Tech tools not only creates additional work and headaches, but it also creates unnecessary obstacles for even the most experienced marketing managers.
Google has introduced Campaign Manager 360 to simplify and solve these challenges. It provides a useful and centralized tool for creating, managing, tracking and reporting on campaigns, as well as integrating with other Google and Martech tools.
Campaign Manager 360, formerly Campaign Manager and formerly DoubleClick Campaign Manager, is Google's ad measurement and management system for advertisers and agencies. It's a holistic and transparent solution for ad delivery, audience creation and management, and advanced measurement and reporting. At its core, Campaign Manager 360 is an ad server. An ad server provides marketers with centralized hosting, management and delivery of their creative assets. CM360 can also be used for automated third-party measurements and verification. This centralized, multichannel ad management capability helps marketers capitalize on knowledge and optimize creative performance across all digital campaigns.
Key benefits of Campaign Manager 360 include:
Creating and tracking a campaign within the Campaign Manager is very simple. It allows marketers to align campaigns with the goals, objectives, and schedule of their larger marketing campaigns. Here are some of the main properties of the campaign:
There are also verification settings that allow you to prevent your ads from appearing in places that could damage your brand image. Ad-blocking features give advertisers a level of control over where ads and campaigns are viewed. These criteria can be implemented and enabled for specific campaigns, sites, or locations. Campaign Manager is a full-featured ad server capable of offering display, video and rich media through added tags shared with publishers, networks or your DSP (DV360). It can also be used for social media and email URLs. Advertisers can set up simple tags (for example, impression and/or click trackers) for email newsletters and social media links that allow channel measurement and attribution across all digital media.
If you've heard of Floodlight tags, you've probably heard of the most used feature in Campaign Manager 360. Floodlight tracking in CM360 allows advertisers to create pixels to track many types of user interactions, including conversions, transactions, and simple visits to the landing page. These interactions are returned to the Campaign Manager and are attributed to the individual ad, creative, location, or campaign. This means that you can associate an e-commerce transaction with a single creative piece, on a specific website, with a specific call to action, etc. Campaign Manager can also be used to track impressions and click on any URL, no matter where you intend to use it. This allows advertisers to track conversions and, better yet, assign attributions across the entire customer journey.
The reports within Campaign Manager 360 are what actually measure the return on investment in the campaign by allowing marketers to perform analysis within the tool itself. This provides marketers with the opportunity to analyze performance data with valuable information, including cross-channel attribution and verification.
In Campaign Manager, marketers can create customized attribution models to help understand the performance of each channel. Combined with Campaign Manager's ability to track impressions and clicks on any URL, cross-channel reports can highlight not only the entire customer journey, but also allow for comparative analysis between each channel. This helps marketers optimize their media investment and return on investment.
One of the most valuable and used features of Campaign Manager 360 is the verification function. Monitoring and verifying ads is essential to building trust, transparency and accountability in your advertising investment. With this feature, advertisers can verify their ads and labels to ensure that campaigns are actually being shown to their audience.
Campaign Manager 360 is most powerful when combined with other Google Marketing Platform products, including Google Analytics 360, Display & Video 360 and Search Ads 360, although it can be used as a standalone advertising technology tool. In a sense, Campaign Manager 360 is GMP's nerve center for campaign tracking, audiences, and reporting.
Our deep understanding and experience in managing Google Campaign Manager 360 positions us as an invaluable resource for any company looking to optimize their digital advertising campaigns. Not only does the platform simplify the complexity associated with managing campaigns across multiple platforms, but it also offers key benefits, from efficient ad traffic and detailed tracking to detailed reporting, multi-channel attribution and comprehensive verification. Our ability to take full advantage of the capabilities of Campaign Manager 360, together with its seamless integration with other Google Marketing Platform tools, allows us to provide comprehensive and strategic advertising solutions. Hiring us means having experts who not only understand technology, but also have the ability to maximize creative performance and the effectiveness of digital campaigns, thus generating a positive impact on the return on investment of advertising.
