Campaign Manager 360 – Advanced Services

Advanced Services for Improved Usage

Campaign Manager 360 (CM360) is Google’s ad serving solution within the Google Marketing Platform, built to support complex digital campaigns across channels. From trafficking to reporting, CM360 enables efficient, enterprise-grade campaign management. Explore how advanced services unlock its full potential.

Automation

With features like automated video trafficking and the publisher spec library, CM360 helps reduce manual effort enabling faster campaign launches, even for high-volume campaigns. With CM360 API combined with Google Cloud technologies, Campaign Manager 360 enables further process automation resulting in streamlined workflows and optimized campaign performance.

Scalability

CM360 offers exceptional scalability. It enables advertisers to manage and measure campaigns across display, video, social, and other digital channels. CM360 is designed to handle the demands of enterprise campaigns, including high-volume ad trafficking and advanced measurement tools for complex media plans. CM360 continues to scale with evolving industry needs.

Data Usage

CM360 supports scalable data collection, centralized reporting, and detailed campaign management capabilities across digital channels. It consolidates data from multiple campaigns into a single platform, which makes it possible to scale reporting and insights for both programmatic and non-programmatic campaigns. It also supports large datasets with features like multipart downloads and BigQuery export for handling large reports.

See what Campaign Manager 360 advanced services offer:

Floodlight Concept

Floodlight concept creation is approached strategically, considering specific business needs and overall marketing objectives. A questionnaire is used to gather a high-level overview of the client's strategy, website structure, and current tracking setup. The goal is to identify specific events to track, such as conversions or user interactions and a suitable type choosing between counter (for awareness and engagement metrics) and sales (for revenue tracking). For more advanced tracking, Custom Floodlight Variables (U Variables) are recommended to capture deeper insights, like the specific car brands a user is interested in. In this way, Floodlight concepts are designed to also enable the creation of audiences that fit the client's strategy. In essence, Floodlight concept creation involves a thorough assessment of the business situation and strategic goals to achieve specific tracking and targeting goals.

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Floodlight Audit

This audit is a process of evaluating and analyzing an advertiser's Floodlight setup in CM360. The audit covers several evaluation categories, including configuration setup, Activity setup, tag implementation, conversion tracking, data quality and reporting, compliance and privacy, troubleshooting and maintenance, as well as integration and advanced feature adoption. The goal of a Floodlight Audit is to identify any issues or areas for improvement in the way Floodlight tags are implemented and used to track conversions and user actions. The audit process includes a pre-assessment, an in-platform audit and review, and recommendations.

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Campaign Manager 360 Audit

The Campaign Manager 360 audit provides a structured evaluation of an advertiser’s ad serving setup, including configuration, tool integration, and performance reporting workflows. The audit covers several evaluation categories, including data compliance, marketing tools integration, CM360 setup ability to support advertiser's business objectives, activation optimization strategies applied, data reporting setup and practices, CM360 setup ability to support advertiser's business precence and online presence. The goal of the audit is to help realize the full potential of digital advertising campaigns by delivering a clear, actionable roadmap tailored to specific needs and objectives. The audit process includes a pre-assessment, an in-platform audit and review, and recommendations.

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Offline Conversion Upload

Offline Conversion Upload refers to the process of importing conversion data from offline channels (e.g., phone sales, in-store purchases) into platforms like Google Analytics 4 (GA4) and CM360. Offline conversions need to be linked with online data by using identifiers such as `user_id` or `client_id`. This enables attribution of offline conversions to online touchpoints. The goal of uploading offline conversions is to improve attribution accuracy, optimize campaigns, and gain a more holistic view of customer behavior and campaign performance.

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Automated Campaign Creation

Automated Campaign Creation is a process that uses APIs and scripts to automatically set up and launch advertising campaigns in CM36 and DV360. A defined workflow outlines the steps for the automated process, including how templates and data feeds are used to create campaigns. This workflow ensures a systematic and consistent approach to campaign creation. The benefits include reduced manual effort, faster campaign implementation, increased scalability, improved accuracy, and more time for strategic optimization. In essence, Automated Campaign Creation streamlines the process of setting up advertising campaigns by using technology to handle repetitive tasks, allowing advertisers to focus on strategy and analysis.

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Frequency Cap Analysis

This analysis aims to determine the optimal number of times an individual user should be exposed to an advertisement to maximize the return on ad spend (ROAS). It involves analyzing historical campaign data, including user interactions, conversions, revenue, and costs, using CM360 and DV360 to identify the point at which additional ad exposures become ineffective or even counterproductive. In essence, Frequency Cap Analysis helps advertisers avoid both under-exposure (wasting budget by not making an impact) and over-exposure (annoying users and decreasing effectiveness), ultimately leading to more efficient and successful campaigns.

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These companies use Campaign Manager 360 for ad serving:

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Frequently Asked Questions

CM360 offers features such as ad serving, campaign management, performance tracking, audience targeting, and integration with programmatic advertising platforms. It provides tools for trafficking, managing campaigns, and handling creatives.

While you can use DV360 independently to host and serve your ads, integrating CM360 with DV360 offers several significant advantages including unified creative management: CM360 offers comprehensive reporting across both programmatic and non-programmatic campaigns, providing a holistic view of your advertising efforts; video transcoding: CM360 can handle video file transcoding, ensuring your video ads are compatible across various platforms and devices and more.

A Campaign resource groups together a set of ads and placements for a single advertiser.

No, once a CM360 advertiser is connected to a DV360 advertiser, the linking is permanent and cannot be undone. This is an important consideration when setting up the connection between these two platforms.