Many middle-size businesses to bigger companies come to us to inquire about the Google Marketing Platform. As an official reseller of the platform in the Nordics, we feel the responsibility to guide you through the pros and cons of having your own platform.
For us, there is nothing worse than seeing a customer jump into the Google Marketing Platform (GMP), to then realize a few month later that they have neither the capacity, time or maturity to fully take advantage of what it offers.
If you’re thinking of buying your own licence, don’t do it just for the sake of having the latest technology in fashion. Do it for the good reasons!
You want to automate your marketing at scale
One of the advantages of this platform is that it removes a lot of the dumb tasks you or your agency often have to spend a lot of time doing in Google Ads.
For instance, we spared 25% of our billable hours for one of our customers by automating some of the ad texts. They always had these last-minute promotions on specific products.
They would send an email saying a campaign was launched and that we needed to update the ad texts. Then the chance was high that during the hour or two we’d had to spend on creating new texts and make sure everything was aligned with the new landing page, we’d miss a lot of opportunities via this channel. Not to mention if the change happened on a day the person in charge was sick or on holiday.
So you have a lot of repetitive tasks, like updating your ad texts to reflect your newest promotions or your availabilities, you can spare a lot of time with GMP. Using feeds, you can automate your ad texts, banners and other aspects of your marketing in real time.
This usually makes sense when you have a lot of products (e-commerce websites), if your products or services are changing often or if you are an international company dealing with languages, landing pages and site versions.
Segmenting your targeting can also be time-consuming. If you are already splitting manually your ads by regions, audience lists or device, consider switching to a fully automated system that will does the hard work for you.
You want to target more complex business goals
As a reseller of Google Marketing Platform, we’ve seen a lot of people jumping in the platform because they want to have better results. Here is the thing: if you have Google Ads, it is absolutely possible to get very good results.
For instance, if your main goal is to maximize conversions or reach a CPA-target across channels and customers, GMP won’t necessarily bring you much.
However, if you want to start building models around profitability or life-time value, this is definitely a wise investment. GMP helps you harness more complex models beyond ROAS or CPA.
Here it is more a question of digital maturity than size of the business.
Say you are a plumber. Optimizing your ads towards leads is totally valid. It is usually a volume perspective, where your monthly goal will be to generate as many conversions as possible.
But at some point you might want to take into consideration things like lifetime value, where you’d target mostly people who’d have a higher chance to be loyal and do multiple high value purchases.
Or you’d want to look at profitability: maybe renovating a bath gives you a better margin than unclogging the toilet? How do you reflect that in your marketing tactics, and is it something Google Ads alone manages to provide?
You want to be more data-driven
The magic of unified marketing management platforms is that they lets you integrate third-party data. This means that you can get a full view of your marketing activities and the interactions they have with each other. Beyond managing your search and programmatic campaigns, you can see what role social media, affiliates or any other marketing channels, play in the sales funnel.
This means better budget management, and better attribution of conversions.
It is still pretty common, at least in Norway, that advertisers would make direct deals with some high profile publishers. When we start integrating this data in GMP, it is often a win-win situation. We start getting direct feedback about impressions, click-rates and post-view conversions directly from our platform. This is an upgrade from the traditional last click-view that UTM tags provides, which is pretty unfair for display most of the time.
Data-driven comes also in play when talking about creatives. “Showing the right message to the right person at the right time” is what Google tries to offer through its advanced platform.
You can for instance distribute different combinations of texts and images to different audience groups via your programmatic campaign, or adapt the banners to the weather conditions.
So what’s your next move?
If you’re curious about GMP, but not sure if it's good fit for your business, you can always try it through an agency account. (The drawback is that you won’t capitalize on your own data and might need to rebuild if you decide to buy the licence in the end).
But this is a good alternative to get a taste of the different possibilities without jumping all in at once. Many of our customers are also choosing this options, because they just want to take advantage of the automation features without investing so much time and effort on data.
Do you want to know more or try the Google Marketing Platform? We would love to hear from you!