Marketing teams often commit fully to either brand or performance.
But the best ROI strategy isn’t to choose—it’s to combine. Optimal ROI was achieved with roughly a 55/45 mix of awareness and conversion-focused investment, according to Google’s recently released Effectiveness Report. This study focused on eCommerce advertisers which have advantages for tracking ROI compared to other verticals. See the chart above.
Since the middle of 2024, we have known that third party cookies are no longer on track for full deprecation by Chrome. If you really liked cookies, great, if you were all-in on replacement tech, less great.
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In DCM/DFA/CM360, you can have multiple placements use the same ad and thus save a lot of time and effort in setting up the exact parameters of this ad as you need.1 Changing these details can also be done all at once, with less annoying error-prone work.
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Google’s ad server, CM360, is the most popular on earth. But that’s besides the point. The real questions is what do you call it and what does it say about you?
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