Google Marketing Platforms (GMP) Tools

ICON’s Expertise in Google Marketing Platforms (GMP)

DV360

ICON has deep expertise in Google DV360, recognizing it as a premier platform for programmatic media planning and buying. Our understanding extends beyond basic functionality, encompassing the platform’s advanced targeting options, real-time bidding mechanisms, and full suite of analytics. ICON understands that DV360 provides a user-friendly workspace for managing diverse digital campaigns, from display and video to mobile and CTV, allowing for cross-channel optimization and streamlined workflows. We recognize that the power of DV360 is in its ability to leverage vast datasets, including first, second, and third-party data, to hone in on precise audience segments, thereby maximizing campaign efficiency and return on investment.

ICON’s expertise also includes a deep dive into DV360’s advanced features, such as its AI-driven bidding strategies and dynamic creative optimization. We recognize the importance of leveraging DV360’s integration with other Google Marketing Platform tools, like Google Analytics and CM360, to gain a holistic view of campaign performance. This includes the ability to utilize DV360’s robust reporting and analytics tools to generate custom reports, track key performance indicators, and derive actionable insights for continuous campaign improvement. Our team of programmatic experts is adept at leveraging all of the capabilities available in DV360.

CM360

ICON has a full service Ad Operations team who has a comprehensive understanding of Google Campaign Manager 360 (CM360) as a foundational tool for centralized digital campaign trafficking and measurement. We recognize CM360’s role in managing and delivering ad creatives across a wide range of digital channels, ensuring consistent and accurate campaign execution. ICON’s expertise extends to CM360’s robust trafficking capabilities, including detailed placement management, sophisticated targeting options, and seamless integration with various ad exchanges and publishers. We regularly oversee and manage the deployment of CM360’s Floodlight tags for conversion tracking and attribution, enabling precise measurement of campaign effectiveness and providing valuable insights into user behavior. We also know that CM360’s ability to manage complex campaign structures, including multiple placements, creatives, and targeting parameters, is vital for large-scale and sophisticated advertising initiatives.

ICON also has a deep understanding of CM360’s advanced reporting and analytics features. We recognize the platform’s ability to generate granular reports on campaign performance, providing detailed insights into impressions, clicks, conversions, and viewability. We understand the value of CM360’s custom reporting tools for creating tailored reports that align with specific campaign objectives and key performance indicators, often integrating data into other reporting tools such as Google Analytics.

SA360

ICON regularly operates in Google Search Ads 360 (SA360), recognizing it as a pivotal platform for managing and optimizing large-scale search marketing campaigns across multiple engines. Our expertise encompasses SA360’s ability to centralize campaign management, enabling efficient bid management, keyword research, and reporting across Google Ads, Microsoft Advertising, and other search platforms. ICON understands the power of SA360’s automated bidding strategies, leveraging machine learning to optimize bids based on real-time performance and predefined goals, such as maximizing conversions or achieving specific return on ad spend (ROAS) targets. We also understand the importance of SA360’s cross-channel reporting capabilities, allowing for a holistic view of search performance and providing valuable insights into user behavior across different search engines.

Google Analytics

The ICON Analytics & Insights team has a deep understanding of Google Analytics 4 (GA4) as a next-generation analytics platform designed for the evolving digital landscape. We recognize GA4’s shift from session-based to event-based tracking, enabling a more comprehensive and user-centric view of customer interactions across websites and apps. ICON understands the platform’s ability to unify data from multiple sources, providing a holistic understanding of the customer journey and facilitating cross-device and cross-platform analysis. We know the importance of GA4’s enhanced privacy features, including cookieless tracking and consent mode, ensuring compliance with evolving data privacy regulations. We also understand that GA4’s machine learning capabilities enable predictive insights, such as churn probability and audience segmentation, empowering data-driven decision-making.

We look forward to working with ICON partners across all of these products to enhance marketing campaigns and achieve business goals in the most efficient way possible.