Google Playbook

The Audience-Centric Approach to Google Advertising

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Increasing privacy regulations, transparency demands, and the phase out of the third-party cookie, means that person-level identity is becoming paramount to performance media in the modern marketing ecosystem. With Google’s 73% of search market share, maximizing first-party data on its platform is critical. In this paper, we will explore how marketers can take an audience-centric approach to Google advertising from the ground up, starting with the basic audience capabilities of the GMP and building toward more mature strategies are centered on identity. You’ll learn to reach the right people with minimal waste and with the most relevant messaging, depending on where they are in their journey.

The Google Playbook will help you:

  • Understand the future of the digital media ecosystem
  • Use first-party data in the Google platform, across a range of maturity levels
  •  Learn how modeling and analytics are central to a people-based media approach
  • Tie together all the GMP capabilities to generate positive ROAS for your media program