editorial guide - google design · 2018-06-27 · quotation marks hyphens urls regional spelling...
TRANSCRIPT
Editorial Guide for Marketing and Sales communications
2017Introduction
Our brand promiseBrand personalityBrand essenceWho we’re speaking toMary, Head of Marketing (Client)Andy, VP of Data & Analytics (Client)Michael, Director of Digital (Client)Chloe, Director of Digital (Agency)
Writing guidelines
Brand voice Voice principlesProduct narrativesGrammar, punctuation, and formattingAcronyms and abbreviations
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AmpersandsCapitalizationSentence case vs. title case: Headings and subheadsColons and semicolonsCommasContractionsCurrencyDashExclamation pointsNumbersNumbered and bulleted listsQuotation marksHyphensURLsRegional spellingInternal data/researchExternal sources/stats/research
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Table of Contents
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Platform Lingo
What we call our enterprise productsWhat we call our free productsVerbal guidelinesWords to avoidUse case scenariosWriting for the websiteWriting for blog postsWriting for case studiesWriting for newsletterWriting for infographicsWriting for Twitter/YouTubeWriting for LinkedIn
Glossary/Technology terms
Google Marketing Platform boilerplate
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Why an editorial guide?
Google Marketing Platform communications are an opportunity to create a compelling story that consistently speaks in a unified and powerful brand voice. How we speak to our audiences shapes how our users see our brand. We created the following editorial guide to unify our voice across channels and help you craft the best communications when writing for Google Marketing Platform.
EDITORIAL GUIDE
Google Marketing Platform
Smarter tools. Better results.Google Marketing Platform is an integrated advertising and analytics platform that helps enterprise marketers make better decisions, faster. With Google Marketing Platform, your data and technology are connected to get you faster insights for better results.
By combining built-in Google intelligence, broad audience reach, and actionable insights into a single platform, we help you break down data silos to surface the insights you need, when you need them. Make better decisions and move from insights to action faster with Google Marketing Platform.
Our brand promise
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Brand personality
We use a casual, friendly tone, as if we’re speaking to a friend. We show our readers that we understand their problems and are ready to help solve them. Rather than using complex language, we avoid jargon and buzzwords because we want our technology to be easily understandable. This approach invites our readers in and creates a positive connection.
EDITORIAL GUIDE
Human
Ad technology can seem daunting to our audience. We’re confident that our product will help them achieve the results they’re striving to reach. We excite them through our writing to show them what’s possible with our technology.
Brave
Our readers may be overseeing an entire marketing team or department, so they don’t have much time to spare. To be respectful of their time, our writing is concise and gets straight to the point so our audience can get back to what really matters to them — their team and their bottom line.
Professional
People trust Google because we’re transparent and communicate effectively with our audience. Our audience takes comfort in knowing that there’s value in their efforts, from ROI to gaining prospective customers. To maintain our reputation, we extend full transparency in how we speak, how we share information, and how we conduct business.
Trustworthy
Our audience relies on us as a dependable source of information and experts in our field. We welcome inquiries and offer solutions to problems when they have questions and encounter roadblocks. Our answers are rooted in data and experience, providing a proven solution to their challenges.
Reliable
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To bridge the gap from internal brand strategy to external audience-ready copy, we've created examples to help as starting points for your communications.
Brand essence
EDITORIAL GUIDE
Writing Guidelines
Brand essenceSmarter tools. Better results.
Short brand narrativeGoogle Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster.
Mid brand narrativeGoogle Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. It has built-in intelligence from Google that crunches raw data and serves up usable insights that you can put into action right away.
Long brand narrativeSmarter Tools. Better Results. Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. It has built-in intelligence from Google that crunches raw data and serves up usable insights that you can put into action right away. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers. Start making more informed decisions about your marketing investments and reach more of the right customers in more engaging ways.
Our communications speak to decision makers working in the marketing and/or advertising industries either from an agency or the client side as well as small to medium businesses. We want to keep a professional tone when engaging them without losing the conversational, playful aspects often associated with Google.
Head of Marketing (Client)Director of Digital (Client)Head of Analytics (Client) Director of Digital (Agency)
Who we’re speaking to
Writing Guidelines
EDITORIAL GUIDE
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Head of MarketingMary
Mary has an MBA and 15+ years of industry
experience. She reports to the CMO and her
team is responsible for delivering both
corporate branding as well as business unit
offerings, products, or services. Voice and tone
Writing tipsKeep it high-level People at Mary’s level need an overview of what’s going on. They don’t have time to read each line, but need to be in the know regarding the latest trends.
Show her the money/valueDemonstrate to her quickly and clearly the value of her dollar (and the client’s dollar) and the ROI when investing in our products
Lead with insightsInsights are more important to Mary than data. She needs actionable insights to support her decision-making, so when she goes with her gut, she’ll also have the rationale to justify her decisions.
EDITORIAL GUIDE
Professional I Trustworthy I Brave
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Head of MarketingMary
“I need actionable insights to drive better decisions and help my team
connect the dots on innovative creative that gets immediate and increasing results.”
Content typesIndustry reports
Articles (insight-driven, thought leadership)
ChannelsThink with Google (insight-driven article)
Newsletter
Desired content experienceMary cares less about execution and more about insights. She prefers visualization compared to
lengthy content. Actionable insights that drive better decisions and help her team get results in the
real world, is important to her bottom line.
Content needs Thought leadership and the latest trends
Insights on best strategy
Tactics and a data-backed rationale to guide better decision-making
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Director ofDigital (Client)Michael
Michael oversees the execution of marketing,
communications, and customer interactions across
digital properties, including websites, microsites,
social channels, and mobile applications. He works
directly under (S)VP of Marketing and with the
(S)VP of Data and Insights to inform digital
direction. Michael is eager to develop digital
campaigns and integrate digital properties that
elevate their brand. Voice and tone
Writing tipsHighlight the data
Michael feels a strong need to optimize with data and analytics and wants the best information
available. He values data over a “gut feeling” and is reliant on digital analytics to drive KPIs.
Make it digestible
He needs insights to be quick and easy to both digest and implement. He also prefers visualization,
though he’s still comfortable with numbers.
Make it actionable
Michael values clear direction and language, instructional content that helps him and his team get the
most use from their products, and get more value from the tools.
EDITORIAL GUIDE
Professional I Reliable I Brave
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Michael
“Digital marketing moves fast, and I have to keep up quickly with every trend and best practice across digital properties, microsites, social channels, and applications.”
Desired content experienceI need the freshest insights and information to build the best web experiences — customized to serve
customers at every point in the sales funnel — and I need to read about them quickly in an
infographic or listicle.
Content needs
Quick-to-consume, actionable content that contains instructional learnings
Content applicable to his marketing strategy
Info/updates around product integrations, new tech support, etc.
Content typesInfographics
Short-form content (blogs, social)
Interactive content
Tools
Product demos
ChannelsWebsite (downloadable content - guides,
product-related content, tools, etc.)
Blog (product updates)
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Director ofDigital (Client)
VP of Data and AnalyticsAndy
Andy has an MBA and PhD in Math and Data
Science. He reports to the CEO and executive board
and is passionate about data and eager to explain
data-driven behavior. His role is to collect and
analyze data, provide a more scientific basis for
driving KPIs across marketing strategy and
execution, product planning, and budgeting.
Voice and tone
Writing tipsSay it with numbers
Andy has a head for numbers. He values data and the insights he can draw from to pull the most
current stats. He grabs numbers from the copy and puts them up front, but he needs a little assistance
when it comes to understanding what the data means to his strategy.
Make it look easy
Andy needs user-friendly tools. Extracting the right insights from a sea of data isn’t simple. Our
communication should make it seem easier, not more complicated.
Focus on culture, not just the numbers
Andy is under pressure to prove the business value of analytics — while he might be a numbers
person, it’s not all about the data. We need to guide him in building relationships that foster a
data-driven culture across the company too.
EDITORIAL GUIDE
Professional I Reliable I Brave
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“I need insights that can guide my decision-making and the latest tools that deliver results that align with my marketing goals.”
Desired content experienceHe needs to read about quick and reliable data that provides tools that help his team deliver better,
clearer, and more accurate results. Andy also desires information that reliably drives KPIs and
revenue. He wants to read about ways to stay current with tech, tools, and the latest industry
developments as well as support in proving business value.
Content needs Insight-driven content that helps guide decision-making
Instructional content to improve data strategy and application
Insights into trends and industry developments
Guidance on building a data-driven culture
Content typesWhitepapers
Communities and forums
Research reports
Long-form content
Content with ties to academia
ChannelsThink With Google and Google Marketing
Platform websites (downloadable content e.g.
reports, product-related content, etc.)
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VP of Data and AnalyticsAndy
Director ofDigital (Agency) Chloe
Chloe has an MBA, masters in UX design, masters in
Digital Management, and 10+ years of experience.
She is responsible for developing recommendations
for clients on technology adoption and works under
the CEO. She is constantly evaluating new
technologies and stress-testing them to see if and
when they're right for clients.
Voice and tone
Writing tipsTalk about what’s new
Chloe is interested in new trends, industry developments, product innovations, and how they can help
her better achieve her goals.
Push the boundaries
She’s open and able to innovate and try new things, and often shares the newest strategies,
cutting-edge tech, and most innovative success stories with her team, colleagues, and clients.
Tell her a story
Chloe’s job is to guide and inspire clients — a great success story is one of the best ways to do this.
She values stories that are backed by strong data and that detail the best, most actionable insights, so
she can relay it easily in a captivating manner.
EDITORIAL GUIDE
Professional I Human I Brave
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Chloe
“I need tools that prove impact and high-level instructional content that showcases the best strategic actions to take in the least amount of time.”
Desired content experienceQuick, deep insights that lead to action and guidance on best strategic planning, innovation, and
execution. Chloe also wants to read about the ability to track and prove digital KPIs and to empower
clients to track their own success.
Content needs Data-driven insights with actionable recommendations
Quick-to-consume instructional content
Insight into best practices and effective strategy
Tools to prove impact
Content typesInfographics
Short-form content (social, blogs)
Interactive content
Case studies
Industry trends
ChannelsThink With Google and Google Marketing
Platform websites (downloadable content
and case studies)
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Director ofDigital (Agency)
Writing guidelines
We understand what the users are thinking when they’re seeking our products and guidance. That’s why we want to help people get what they need as quickly as possible. They’re coming to us for a solution to their problems, and our job is to provide that explanation in the easiest, most effective manner possible. Here are our brand characteristics and how our writing sounds when we’re communicating the Google Marketing Platform brand:
Brand voice
Human ConversationalEmpatheticConfident
Our writing is
Professional Direct InsightfulSmart
Our writing is
Reliable InformativeClearInstructive
Our writing is
Brave InnovativeOptimisticBold
Our writing is
Trustworthy CandidTransparentModest
Our writing is
EDITORIAL GUIDE
Our voice principles are a writing cheat sheet for your reference when writing or communicating for Google Marketing Platform. Keep these 10 principles in mind when discussing our brand and always have them on hand just in case.
Voice principles1. Lead with your ace
2. Display the data
3. Make it useful
4. It’s about them, not us
5. Be bold
6. Make it shorter
7. Write like a human
8. Stay positive
9. Show, don’t tell
10. Speak to everyone
EDITORIAL GUIDE
Voice Principals1. Lead with your aceAlways cut to the chase and lead with your top tip. This respects readers’ time by making communications concise and direct, so they can get what they need and get back to the fast-paced job they’re trying to keep up with.
DO: Get right to it and focus on the key takeaways. Highlight the insight by clearly stating your main message in the headline, subhead, or first paragraph.
Like this: 5 quick tips for streamlining your data
DON’T: Make the reader wait for your key point. They don’t have time to dig, nor will they wait around for the punchline.
Not like this: Let’s talk about streamlining your data for twenty minutes
2. Display the dataOur users are constantly mining content for relevant tips. Instead of explaining why Google Marketing Platform will help them, show them the data. Give them relevant examples of how to improve their performance with our technology.
DO: Take the guesswork out of what needs to be done. Give them numbers that illustrate how machine learning can help them better understand their audiences, quickly spot trends and patterns, and optimize their bidding and target to reach their goals faster.
Like this: Users on Google Marketing Platform reached 97% of their audience in comparisons with their competitors.
DON’T: Use numbers as a way to show off or as a tangential rant. Don’t pack too many data claims into one sentence or paragraph: Give stats room to breathe and sink in.
Not like this: Google Marketing Platform is 35% cheaper than competitors and may even increase your productivity by 3% or could reach 50% of your audience.
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Voice Principals3. Make it useful Meet users where they are and be as helpful as you can. If it isn’t useful, delete it. If it’s superfluous, make it concise. Always keep the user in mind and forgo being indulgent.
DO: Understand where users are and be as helpful as you can. Help people get what they need as quickly as possible and communicate only the essential details, so that the user can focus on what they need to accomplish. Make sure your audience knows what actions they can take and what will happen if they take your advice.
Like this: Take your marketing team to the next level.
DON’T: Be confusing and don’t add more information than is needed, be a know-it-all, or be patronizing. It should be clear what will happen when someone takes an action. These are smart people who need a few quick tips to get them to the next level.
Not like this: You should probably already know this, but in case you don’t, here’s how you take your marketing team to the next level.
4. It’s about them, not usOur clients want to know how we can improve their lives. Make it less about what our products and services do, and more about what our products and services enable our users to accomplish.
DO: Talk to the person, not the crowd. Be modest: Focusing on the user means we’re not focused on us. Understand what users are thinking the moment they encounter us. Connect with your readers, show true empathy, then let them go on their way.
Like this: There’s a few quick fixes you can implement when troubleshooting this problem.
DON’T: Focus on how great we are and how lucky they are to have us. Don’t refer to competitors, or really anyone, in a negative light.
Not like this: Luckily, we’ve been around a long time and have seen it all, so we know how to fix your issue and can teach you how to do it step-by-step.
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Voice Principals
5. Be bold Talk to our readers, not at them. Help them feel confident that we have the answers to their questions and the solutions to their problems. Inspire them to take charge and encourage them to revisit us as needed.
DO: Be direct, inspiring, passionate, and transparent. Use an active voice and favor verbs over nouns. Feel free to use unexpected language that surprises and delights the reader and feels like they’re reading a letter from a friend.
Like this: Control your budget. Not the other way around.
DON’T: Over promise or sound cocky.
Not like this: We promise to help you solve your budgeting problem. We basically invented budgeting.
6. Make it shorterShortest. Shorter. Short. See what we did there? There are several ways to communicate, and we prefer the fast route. Enough said.
DO: Remove as much text as you can and polish the remaining words until they gleam like the top of the Chrysler building. When in doubt: Short > prolific. Communicate the message in the shortest amount of space.
Like this: You can lead your team. Ready?
DON’T: Write long, complex sentences nor use two words when one word will suffice.
Not like this: It seems like you don’t know how to lead your team. You obviously searched particular key terms to arrive here. Don’t worry, we’ll show you how to do lead.
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Voice Principals7. Speak like a human Can you imagine how much your friends would hate you if you solely communicated in technical terms and jargon? Us too. So, we use words that sound natural, like how you actually speak in real life. Need some help? Try saying something out loud and writing it that way.
DO: Be friendly: Use conversational language (Google’s voice) and write for real people who have real questions, real needs, and real meetings they need to rush to. Write as if you’re talking to a friend and use everyday language.
Like this: Only pay when users click to visit your website or call.
DON’T: Talk like a robot, use slang, phrases, industry-specific language, uncommon abbreviations, acronyms, or jargon that might alienate your audience. Don’t try to be too funny or too clever — clarity trumps belly laughs, wit, and wordplay.
Not like this: Use PPC or CPC to gain impressions and get a bigger share of wallet.
8. Stay positiveAdvertising can have moments of frustration, but Google Marketing Platform isn’t the place to wallow. Keep the negativity to a minimum and focus on solutions. Try to avoid terms such as “no” and “can’t.” Keep the frustration at a minimum and the hope alive with “can” and “will.”
DO: Be optimistic, use an active voice, and aim to inspire.
Like this: You could try using this solution to see if it aids your productivity.
DON’T: Use “you could” rather than “you will,” and avoid absolutes like “never” and/or “always.” Also avoid hard guarantees and don’t over promise.
Not like this: You will definitely have your solution by the time you’re done reading this entire article.
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Voice Principals
9. Show, don’t tellExpository writing is yawn-inducing. Instead of describing our services and detailing its functionality, describe a success story or testimonial of how a user implemented our products to succeed.
DO: Use images, graphics, quotes, and testimonials to illustrate points. Use visual language and words that will paint pictures.
Like this: Alia was reviewing her results on her laptop when she noticed the inconsistencies that needed to be fixed.
DON’T: Use overly flowery language and avoid long-winded descriptions.
Not like this: Alia was seeking a product that could implement, target, review, and correct, but her current method was annoying.
10. Speak to everyoneWe speak to people around the world who have diverse backgrounds, speak a variety of languages, and have various points of view. Keep this in mind when you write so your words feel inclusive, accessible, and easy to understand.
DO: Strive to understand the audience’s cultural background and include diverse perspectives throughout. Be intentional in representing diverse stories and examples. Use inclusive language such as gender-neutral words and be mindful of the terms you use to describe people, groups, and professions.
Like this: Avoid using plain language to describe your region.
DON’T: Use stereotypes or language that reinforces negative or oversimplified images of particular groups, and avoid phrases that single out particular groups.
Not like this: Don’t use plain English to describe our America.
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EDITORIAL GUIDE
Google Marketing Platform is a unified advertising and analytics platform helping enterprise marketers make better decisions faster. It has built-in intelligence from Google that crunches raw data and serves up usable insights that you can put into action right away. Start making more informed decisions about your marketing investments and reach the right customers in more engaging ways.
Product narratives
Display & Video 360
Discover your advertising solution.
Reach today's always-connected consumers wherever they are. Take control of your media spend in our real-time, global marketplace. Connect with your audience through the most complete programmatic platform and re-imagine how you run your campaigns across screens and formats. Display & Video 360 is a complete creative toolkit for all your digital ads. Realize market-leading performance in search with campaigns optimized on unified insights. Get the fully-integrated Google Marketing Platform and start offering experiences your customers will love.
Product narratives
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Analytics 360
Improve the customer experience with digital analytics.
Analytics 360 gives you the digital analytics tools you need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience. You can then share the insights that matter with your whole organization. Understand your site and app users to better evaluate the performance of your content, products, and more. Analytics 360 lets you access Google’s proprietary audience data and machine learning capabilities to help get the most out of your data. Plus, you can process and share massive amounts of data quickly with an easy-to-use interface combined with shareable reports. Use Analytics 360 to see what’s working and fix what’s not, or get the fully-integrated Google Marketing Platform and start offering experiences your customers will love.
Attribution 360
Give credit where it's due with data-driven attribution.
How do you measure and optimize marketing spend across multiple channels and across multiple devices? Attribution 360 is here to help. Use it to uncover insights, understand the impact of your marketing on the customer journey, and improve ROI. Attribution 360 works across devices and across channels to give you a complete view of the customer journey and uses a data-driven machine learning approach to determine how much credit to assign to each step in the customer journey. Plus, Attribution 360 integrates with third-party products, making it easy to use. Determine how impactful your ads are and make better cross-channel and cross-device decisions and drive greater returns. Get the fully-integrated Google Marketing Platform and start offering experiences your customers will love.
Product narratives
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Data Studio
Beautiful data visualization starts here.
Data Studio turns your data into informative dashboards and reports that are easy to read, easy to share, and fully customizable. Easily access all the data sources you need to understand your business and make better decisions. Transform your raw data into the metrics and dimensions needed to create easy-to-follow reports and dashboard – no code or queries required. Data Studio gives you the ability to create meaningful, shareable charts, and graphics that bring your data to life. Harness the collective wisdom of your team and work together quickly, from anywhere. Get the fully-integrated Google Marketing Platform and start offering experiences your customers will love.
Optimize 360
Test, adapt, personalize.
Discover the most engaging customer experiences with Optimize 360. Test different variations of your website and then tailor it to deliver a personalized experience that works best for each customer and for your business. Native integration with Analytics 360 provides you with the rich behavioral insights that you need to test and deliver optimized customer experiences. Deploy the right experience to your customers at the right time with advanced experiment targeting. And, with Optimize 360, you can use the valuable segments you’ve already discovered in Analytics 360. Optimize 360 makes it easy for you to create A/B, multivariate, or redirect tests to change just about anything on your site and then quickly determine the impact on customer behavior. Quickly implement Optimize 360 across your entire website and start running website tests in no time. Try it on its own, or try it with the fully-integrated Google Marketing Platform and start dialing in better results.
Tag Manager 360
Tags at your service.
Marketers want tag management that’s simple, reliable, and integrates easily with existing systems. That’s what Tag Manager 360 delivers. You’ll launch programs faster, so you can make swifter decisions. Add and update your own tags for conversion tracking, site analytics, remarketing, and more. Tag Manager 360 supports all Google and third-party tags, plus error checking, security features, and speedy tag loading that makes sure all of your tags work. Tag Manager 360 improves collaboration across your business with features like workspaces, granular access controls, and support for multi-environment testing, which allow marketing and IT to work together efficiently. Try it on its own, or try it with the fully-integrated Google Marketing Platform and start dialing in better results.
Product narratives
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Search Ads 360
Real-time data. Unified insights.
Get the most from your search campaigns with Search Ads 360. Discover how search relates to your other digital efforts, so you can respond to an ever-changing market in real time and at scale. Give your search engine marketing campaigns an edge with up-to-the-minute data and proprietary bid optimization. Search Ads 360’s intelligent algorithms constantly evolve to help you meet your goals. With Search Ads 360, you can run search campaigns that are tightly integrated with the rest of your digital efforts and incorporate audience data into ad creative for actionable insights across screens and channels. Try it on its own, or get the fully-integrated Google Marketing Platform and start offering experiences your customers will love.
Product narratives
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Surveys 360
Make better decisions with market research.
Surveys 360 makes it easy to get fast, reliable insights from consumers across the internet and on mobile devices — allowing you to make more informed business decisions, understand your marketing impact, and keep a pulse on the health of your brand. To find out what people really think, just ask the internet. From Fortune 500 companies to startups, Surveys 360 makes it easy to reach your target audience — helping inform day-to-day business decisions in just three simple steps. Try it on its own, or get the fully-integrated Google Marketing Platform and start building relationships with your customers to better understand their behavior.
Streamlining grammar, punctuation, and formatting is key to sounding like an expert. Would you trust someone who can't spell? We do our best to avoid mistakes, maintain consistency, and be as exemplary as humanly possible.
Grammar, punctuation, and formatting
EDITORIAL GUIDE
Acronyms and abbreviations
It’s okay to use common acronyms and abbreviations, but not internal acronyms and abbreviations. Spell out acronyms the first time you use them and write out the entire acronym immediately after in parenthesis. After you’ve spelled out an acronym once, you can continue to use it in its abbreviated form throughout the document. Please do not use acronyms for Google Marketing Platform product names: Spell them out in their entirety in each use. When in doubt, spell it out.
Like this: How do you use Google Marketing Platform to turn insights to action?
Not like this: How do you use GMP to turn insights to action?
Ampersands
Don’t use ampersands unless they’re part of an official brand name such as M&M’s. In general, use “and,” not “&.” Whichever you use, use it consistently across a single communication.
Grammar, punctuation, and formatting
Like this: Search ads and Display ads will help your customers find your business.
Not like this: Search ads & Display ads will help your customers find your business.
Capitalization
Names should always be capitalized, but job titles should only be capitalized when immediately preceding the person’s name. Job titles are lowercase if they appear informally after a name set off by commas. Brand names should follow the company’s style: e.g. iPhone.
Like this: The director of marketing for Apple said the product launch for IMac will be announced shortly.
Not like this: The director of marketing for apple said the product launch for IMac will be announced shortly.
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Grammar, punctuation, and formatting
Sentence case vs. title case: Headings and subheadsUse sentence case for titles, headings, subheads, and labels and only capitalize the first letter of the first word (with the exception of formal names). Use subheads (as well as quotes, bullet points, etc.) to break up large chunks of text. Only use title case on the very first title slide of a Google Slides presentation.
Like this: Google Marketing Platform is made for results.
Not like this: Google Marketing Platform is Made for Results!!
Colons and semicolons
Use colons to announce the next part of a sentence or a list. Please avoid semicolons and simply use a comma or a period instead. Colons are fine in moderation, but semicolons are too formal, so opt to break your sentence into two sentences instead. When using a colon, capitalize the first word that follows if a complete, stand-alone sentence follows. If you use a colon before a fragment, use lowercase.
Like this: I have to get this to the client before end of day. I can’t go out to lunch.
Not like this: I have to get this to the client before end of day; I can’t go out to lunch.
Commas
We prefer serial commas (also known as Oxford commas) and find that they’re better for clarity and to avoid confusion. Place a comma between phrases in a sentence where you would normally take a breath. Generally, no more than three commas per sentence makes sense, at that point, your sentence is getting unwieldy (see?!), so get in there with a period and break things up.
Like this: Commas are really important, especially when guiding the reader to pause and digest information.
Not like this: Commas are really important, because if you don’t use commas, then readers might get lost, but readers may still get lost if you use too many, because the information gets lost in the overwhelming amount of commas and the vastness of the sentence.
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Grammar, punctuation, and formatting
Contractions
Contractions are often used in informal styles of writing since it feels more conversational. We use contractions to convey a more friendly tone when writing and communicating to our audience.
Like this: I’ll be sure to follow up with John later to see if he still can’t make our meeting.
Not like this: I will be sure to follow up with John later to see if he still cannot make our meeting.
Currency
In headlines, bullet points, and list items, use numerals for currency and abbreviate million to “M” and billion to “B.” In body copy, follow the guidelines for numbers and spell out “million” and “billion” in their entirety.
Like this: In the most recently reported period, Google’s revenue amounted to $25.8 billion.
Not like this: In the most recently reported period, Google’s revenue amounted to 25.8 billion dollars.
Dash
Use dashes sparingly, and if you have to use one, use an em dash surrounded by spaces. An em dash is a dramatic way to introduce an idea — or complete a thought. Use these dashes sparingly to maintain the drama and keep the reader interested.
Like this: Our writing is concise and gets straight to the point so our audience can get back to what really matters to them — their team and their bottom line.
Not like this: Our writing is concise and gets straight to the point — so our audience can get back to what really matters to them — their team — and their bottom line.
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Grammar, punctuation, and formatting Exclamation points
Don’t use exclamation points in Google Marketing Platform communications. If you want your reader to feel excited, tell her something exciting that won’t even need punctuation to convey the thrill.
Like this: Google Marketing Platform creates a unified platform that streamlines our product evolution and branding.
Not like this: Google Marketing Platform creates a unified platform that streamlines our product evolution and branding!!!
Numbers
Spell out numbers from one to nine and use numerical characters for 10 or more. As an exception, use numerals in ratios even if the numbers are less than 10. If you use a number to start a sentence, spell it out. (Or try to avoid that altogether.) If two numbers are close together, use one format. Spell out “million” and “billion” and keep them lowercase. Use “plus,” not “+” with numbers. Better yet, use “more than.” An exception is made for headlines and other cases when character count is limited.
Like this: In July 2018, we will be unveiling Google Marketing Platform.
Not like this: In July two thousand and eighteen, we will be unveiling Google Marketing Platform.
Numbered and bulleted lists
The items in a list should always agree grammatically. If one item in a list is a complete sentence, all of the items should be complete sentences. If one item starts with a verb, all items should start with a verb. Consistency is key. Please place a period only after list items that are complete sentences and use lists — numbered and bullet points — to break up large chunks of text.
Like this: The following are Google Marketing Platform products:
● Analytics ● Optimize ● Tag Manager
Not like this: The following are Google Marketing Platform products:
● Analytics ● Optimize is a great tool.● Tag Manager!
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Grammar, punctuation, and formatting
Quotation marks
Use double quotations marks for quoted speech and not to emphasize a phrase. When quotation marks are used in cases other than speech, it may imply that something is not what it seems and can get rather confusing. Use quotation marks around the titles of articles, reports, books, songs, television shows, computer games, poems, lectures, speeches, and works of art (don’t underline or italicize). Single quotation marks are only rarely used in the cases of referencing an ad campaign (ex: I enjoyed Coca-Cola’s ‘Make It Happy’ campaign). Don’t use quotations around the names of magazine, newspapers, the Bible, or books that are catalogues of reference materials.
Like this: “Use the Google Marketing Platform rules detailing the guidelines for marketing communications,” he said.
Not like this: He said to use the “Google Marketing Platform rules” detailing the “guidelines” for marketing communications.
Hyphens
Use hyphens when appropriate for in-word hyphenations and for adjectival words that come before a noun. Though that sounds complicated, most dictionaries will list appropriate use cases for your convenience.
Like this: Our machine learning is built in for an overall view. OR Our built-in machine learning can be used for an overall view.
Not like this: Our machine learning is built-in for an overall view. NOR Our built in machine learning can be used for an overall view.
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Grammar, punctuation, and formatting
URLs
When referring to websites, omit the “www.” When a website is well known, omit the “.com.” When linking to another site from a webpage, email, social post, blog, or other type of digital communication, use a hyperlink instead of spelling out the URL. Obviously, the reverse is true for print communications. Site spelling and capitalization should always follow the publisher’s lead.
Like this: Feel free to use Google for easy search results.
Not like this: Free free to use www.Google.com for easy search results.
Regional spelling
Although Google Marketing Platform is global, we are headquartered in the United States of America. Please stick to American English spelling unless you are addressing a specifically British, Canadian, or other audience.
Like this: We were all wowed by the enormity of colors the painter used.
Not like this: We were all wowed by the enormity of colours the painter used.
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Grammar, punctuation, and formatting Internal data/research
Statistics, case study data, and customer quotes speak volumes. Be sure to credit all sources appropriately. e.g., “Article Title,” Publication Name, Date. In the case of internal sources, you should link to the original, but formal citation isn’t necessary. When attributing a quote, include the speaker’s full name, job title, and company.
Google’s research and legal teams have asked us to include detailed sourcing, so we do not hyperlink here. We footnote internal information (using superscript numbers). We then provide the details in a “Source” list that lives at the end of the content. (You may repeat a number if the source is identical.) You can also link the Google Trends keywords and link to the graphs.
External sources/stats/researchWhen citing a third-party, use a hyperlink. If you’re not mentioning (or linking to) the source, then link to the most descriptive words (think SEO keywords).
Like this: Soccer is becoming the “go-to sport of the thinking class,” according to The New York Times.
Not like this: The latest internet trends report from Mary Meeker sums it up: Consumer mobile usage outpaces mobile advertising spend by 3X.
Like this: Looking across 36 studies, we found that just showing up in search results on mobile grows unaided brand awareness by an average increase of 6.9 percentage points or 46% among those who saw a search ad.1
… and provide the details in the Source list at the bottom of the piece …
Sources1 Google/Ipsos MediaCT, “Search for Brands Industry Research” study,December 2015.
Not like this: Looking across 36 studies, we found that just showing up in search results on mobile grows unaided brand awareness by an average increase of 6.9 percentage points or 46% among those who saw a search ad (Google/Ipsos MediaCT, “Search for Brands Industry Research” study, December 2015).
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Platform Lingo
What we call our enterprise products
To avoid confusion between enterprise and SMB/free products, always add “360” in the capitalized product name. For paid products with the “360” modifier, it’s important we all consistently capitalize the product name and use “360” when writing or saying paid product names.
For product names, you can drop “Google” after the initial mention in headline and initial mention in body copy. Continue using the product name alongside “360.”
Ex: <h1> Google Product 360 helps customer do X.</h1><body> Google Product 360 helps customer improve productivity. With Product 360 customer saw great results.</body>
If necessary, please use the following formula when referring to products within Google Marketing Platform:Ex: X Product 360 is a part of Google Marketing Platform.
Marketing
Platform
What to call it
GMPGoogle MarketingGoogle’s Marketing PlatformThe Google Marketing PlatformMarketing Platform
What not to call it
Please always write out “Google Marketing Platform” with no “s” and not abbreviated to “GMP” or “MP” or shortened to “Platform.”Ex: Google Marketing Platform will be introduced in July 2018.
Usage notes
Marketing
Platform’s
Google Marketing Platforms’Google Marketing Platforms’sGoogle Marketing Platformses
If you’re referring to a product that belongs within Google Marketing Platform, please use an apostrophe then “s” to signify a possessive noun. Ex: Google Marketing Platform’s new products will help increase productivity.
Display &
Video 360
Display & VideoDisplay and VideoDoubleClick Bid Manager
Ex: Google Display & Video 360 is a streamlined advertising solution. With Display & Video 360, you can manage all of your ads in one place.
Search Ads
360Search Ads DoubleClick Search
Ex: Google Search Ads 360 is a streamlined advertising solution. With Search Ads 360, you can manage all of your ads in one place.
Analytics 360 Analytics Google Analytics
Ex: Google Analytics 360 is a streamlined advertising solution. With Analytics 360, you can manage all of your ads in one place.
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What we call our enterprise products (continued)
To avoid confusion between enterprise and SMB/free products, always add “360” in the capitalized product name. For paid products with the “360” modifier, it’s important we all consistently capitalize the product name and use “360” when writing or saying paid product names.
For product names, you can drop “Google” after the initial mention in headline and initial mention in body copy. Continue using the product name alongside “360.”
Ex: <h1> Google Product 360 helps customer do X.</h1><body> Google Product 360 helps customer improve productivity. With Product 360 customer saw great results.</body>
If necessary, please use the following formula when referring to products within Google Marketing Platform:Ex: X Product 360 is a part of Google Marketing Platform.
Optimize 360 OptimizeGoogle Optimize
Google Optimize 360 is a streamlined advertising solution. With Optimize 360, you can manage all of your ads in one place.
Tag Manager
360Tag Manager Google Tag Manager
Ex: Google Tag Manager 360 is a streamlined advertising solution. With Tag Manager 360, you can manage all of your ads in one place.
Surveys 360 Surveys Google Surveys
Ex: Google Surveys 360 is a streamlined advertising solution. With Surveys 360, you can manage all of your ads in one place.
Attribution 360 Attribution Google Attribution
Ex: Google Attribution 360 is a streamlined advertising solution. With Attribution 360, you can manage all of your ads in one place.
What to call it What not to call it Usage notesEDITORIAL GUIDE
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Data Studio Google Data StudioEx: Google Data Studio is a streamlined advertising solution. With Data Studio, you can manage all of your ads in one place.
You can drop “Google” after the initial mention and continue using the capitalized product name.
To avoid confusion between enterprise and SMB/free products, always add “360” in the capitalized product name. For paid products with the “360” modifier, it’s important we all consistently capitalize the product name and use “360” when writing or saying paid product names.
For product names, you can drop “Google” after the initial mention in headline and initial mention in body copy. Continue using the product name alongside “360.”
Ex: <h1> Google Product helps customer do X.</h1><body> Google Product helps customer improve productivity. With Product customer saw great results.</body>
AnalyticsAnalytics 360
Google Analytics
GA
Ex: Google Analytics is a streamlined advertising solution. With Analytics, you can manage all of your ads in one place.
AttributionAttribution 360
Google Attribution
Ex: Google Attribution is a streamlined advertising solution. With Attribution, you can manage all of your ads in one place.
OptimizeOptimize 360
Google Optimize
Ex: Google Optimize is a streamlined advertising solution. With Optimize, you can manage all of your ads in one place.
Tag ManagerTag Manager 360
Google Tag Manager
Ex: Google Tag Manager is a streamlined advertising solution. With Tag Manager, you can manage all of your ads in one place.
SurveysSurveys 360
Google Surveys
Ex: Google Surveys is a streamlined advertising solution. With Surveys, you can manage all of your ads in one place.
What we call our free products
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40
Data Studio Data Studio 360Google Data Studio
Ex: Google Data Studio is a streamlined advertising solution. With Data Studio 360, you can manage all of your ads in one place.
Verbal guidelines
Google Marketing Platform has several solutions within its portfolio. To differentiate the paid products from the free products, please always refer to these solutions by their full name (see chart on slides 39-41). In the first instance, use “Google” (Google Analytics 360). You may drop “Google” in the second instance (Analytics 360).
Always use the “360” when referring to the enterprise version.
Drop the “360” when referring to the free version of the same product.
Do Don’t
Use the phrasing “Google Marketing Platform”
to describe how the full suite helps to see the
customer journey.
Use the phrasing “Analytics with Google.”
Use the term “Analytics 360” for the paid
product within the UI if Google Marketing
Platform header and visual identity is present.
Refer to the paid product as Analytics or
Google Analytics in an email to a prospect
that is asking about upgrading from the free
product.
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Words to avoid
Avoid or limit the following language in your Google Marketing Platform writing. If you’re unsure about a word that isn’t listed, replace it with something you use every day.
Increase Maximize
Let/help Enable
Make sure Ensure
Make the most of Leverage
Product/Service Offering
Use Utilize
Measure/understand Analyze
Make/earn/create Generate
Money/profit/earnings Income
Make money from Monetize
Make better/improve Optimize (unless referring to the product)
More/also Additional/in addition
Can’t Cannot
But However
Still Nonetheless/nevertheless
After Thereafter
So Therefore/thus/as such
Data Big data
Work together Interoperability
Find more ideas in the Help Center, plus tips for getting started.
You’ll find additional ideas in the Help Center, as well as tips for getting started.
Show more relevant ads to people by using Analytics 360 and earn more money.
Show more relevant advertising to consumers by using big data analytics to increase conversion rates.
Get handy tips on how you can earn more with Analytics 360.
Get advice on how to leverage website analytics to drive income.
Do this Avoid this Do this Avoid this
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Writing for the website
Use case scenarios
Use the web when you want to build awareness, understanding, interest, talk about free or enterprise products, engage and capture qualified leads for enterprise products, support of lead generation, and facilitate adoption of free products in Google Marketing Platform brand.
Be brief and clear People can easily become bored or distracted when looking at content online and will navigate away if they become confused.
Make it about “you” Talk about how Google Marketing Platform can benefit “you,” the reader, instead of making our services the hero.
Write with SMBs and
enterprise in mindSince everyone from local coffee shop owners to CMOs could visit us online, write as if you’re writing to them. It helps give the impression that you respect the reader.
Website content body
copy:Body copy is where you get your key points across
and convince people that our services can improve
their lives.
● Keep paragraphs short and include lots of bold paragraph headers.
● Add lists, tables, charts, or infographics wherever possible.
● Write the way you talk. It’s easy to fall into the trap of being overly formal when writing for the web, but this can come across as stilted to readers.
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Example:
Google recently partnered with The Boston Consulting Group (BCG) to understand the impact of mobile on B2B customers and organizations. Our research shows that mobile drives, or influences, an average of more than 40% of revenue in leading B2B organizations—in industries that traditionally depend more on sales than marketing to drive revenue.
Writing for blog posts
Use case scenarios
Use blog posts to share product information, announcements, and insights. You can also publish product information, updates, and build links to product pages. Build an internal search, clean up categories, and tag by product to facilitate content discovery for SMB and enterprise users.
Make your title catchy Include numerals, eye-catching adjectives such as “unexpected,” and make it all about the reader by addressing them directly with “you.”
Start with context Begin by explaining why the topic of the post is current and relevant to the people who are reading it.
Include visualsImages help break up long blocks of text and add color and interest to your posts. Include at least one with every blog post.
Dish out detailsGoogle Marketing Platform blog posts give readers an inside look into what we’re doing and how we arrived at a product or idea, including areas where we initially failed. It’s okay to go into details around these topics.
Brevity is keyBlog posts should be brief — no longer than 700 words. If you’re driving to an article on the website, introduce the idea and explain why it’s important in no more than three paragraphs, then include a link to the content on the site.
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Example:
“5 unexpected uses for Google Marketing Platform”
Writing for case studies
Use case scenarios
Use a success story that we share with current and prospective clients to demonstrate how they can succeed with Google Marketing Platform. Always get permission from the client first before publishing.
Tell a storyA case study is a story with a beginning, middle, and end. Be sure to introduce the main characters (your clients and perhaps even their media agencies) with identifying details and their initial goals. The middle details how we helped them overcome obstacles, and the end should illustrate how we succeeded with numbers and quotes from clients and stakeholders.
Hook them with the
headline Use your case study’s title to have a little fun with the language and reel your audience in. Using stats or numbers in your case studies’ title will also help drive more clicks online.
Define acronyms Spell out abbreviations or acronyms the first time you use them since not everyone may use the same terms.
Use an active voice Case studies can get pretty technical, so it’s easy to slip into a passive voice and accidentally say things like, “Google Marketing Platform was used” instead of the active “we used Google Marketing Platform.” Be sure to keep an eye on this and correct as you go.
Create white spaceBreak up your paragraphs and use quotes, numbers, charts, and graphs to give your readers a breather and to not overwhelm them.
Quote liberallyUse a variety of quotes from various stakeholders on the project and embed them within the text, in their own callout, or both.
Example:
L’Oreal Canada finds beauty in programmatic buying
With Google, Runtastic kickstarts a journey of international expansion
The Telegraph increases revenue by 126%
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Writing for the newsletter
Use case scenarios
Promote Google Marketing Platform featured content and new product information, build brand awareness, feature relevant TwG articles, and product announcement blog posts. Engage our existing subscriber base with narratives building brand awareness and encouraging full stack consideration and adoption.
Example Headline:
From the moments that defined the year to the
videos and articles that provided cheer, here’s
our look back on 2016 and a look forward
toward 2017.
Example Sub-Head:
Twelve months, countless culture-defining
moments, and one major look ahead. See
which marketing trends were most relevant in
2016, and which trends you should have in
mind as 2017 approaches.
Example CTA:
Take a Look
Be concise and engaging Invite the reader to learn more and be sure to display
clear calls-to-action that they’ll want to click. Avoid any
jargon that might be confusing or may not be helpful
for their bottom line.
Promote our latest trendsShow off our most recent content, whether that’s
video or case studies. Make sure to write a sentence
or two around each content piece so readers know
what to expect and are excited to click on the content.
Include captivating imagesMake sure each paragraph has a coinciding image, so
if the words don’t capture their attention, the graphics
will.
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Writing for infographics
Use case scenarios
Infographics are the perfect at-a-glance overview of a single product, service, or feature to send to clients who request information, or to leave behind after a sales presentation. You may also use it when you’re launching or making changes to a product, service, or feature and want to get that information over to the client asap.
It’s in the name As the name suggests, an infographic relays information mainly via graphics and a bit of connecting copy. Be sure to choose the right stats (and always cite your source), icons, or images to help readers grasp your ideas instantly.
Write for your audience Give an overview of the product’s features and then explain how it can make the user’s life easier so that they can grasp your ideas instantly.
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Writing for Twitter/YouTube
Use case scenarios
Use social as a quick way to communicate to our audience. When you want to drive traffic to a product, feature announcement, case study, or news item, or when you have a piece of content or an event you want to share.
Concise is crucialTweets max out at 140 characters including spaces, so try to limit your characters to around 130 so people can retweet it.
Write the way you talkSocial media is inherently conversational. Ditch the formal language and type the way you’d talk to a coworker or client. Make every announcement feel like a really big deal that could change your reader’s life. Convey your own excitement in the text.
Hashtag wisely Include no more than two hashtags — more than that can bog down your text. Be sure to use relevant terms within your hashtags that relate to your coinciding post.
When to use Twitter: Promote product information, blog posts, and build community. Tweet product information, featured content, and relevant TwG articles. Build community through retweets of press and other thought leaders.
When to use YouTube: Provide helpful information, product how-tos, and showcase events. Create and publish videos on quick tips and product-related how-tos.
Example:
Banner ads get a bad rap. The new @google insights show that they can be very effective: http://goo.gl/XxxXxx
Ads have the best chance to be effective when they are placed with respect to a user’s context. Learn More: http://goo.gl/X
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Writing for LinkedIn
Use case scenarios
LinkedIn is a professional social network that lets colleagues, clients, and fans know what our brand is up to or thinking about. Use LinkedIn when you want to drive traffic to a product or feature announcement, case study, or news item, or when you want to share a product release or relative event with professionals who are passionate about digital advertising.
Know your format LinkedIn allows you to share an update, upload a photo, or publish a post. An update typically consists of a sentence or two and will post a preview of any links you share (like Facebook).
Write like a pro Since LinkedIn is a professional network, your tone should be somewhat less familiar than YouTube or Twitter. But, as with all social media, it still makes sense to be friendly and direct.
Be visual Include an image or link to a page with a strong visual header.
When to post on LinkedInPromote thought leadership content to our audience and to build our enterprise brand. Host thought-leadership content like op-eds and short guides and promote TwG and Google Marketing Platform’s featured content.
Example:
Check out the new HTML5 Toolkit, which brings all the HTML5 resources you need into one spot: http://goo.gl/PUjqk #HTML5Week
Today, we're shining a light on the SEM platform capabilities that played a role in HP's decision to switch from an incumbent platform to Google Marketing Platform. Read our blog post to learn more and download the full case study: http://goo.gl/vV2c44
Know your audience LinkedIn is primarily a career networking site, so most of the people reading your posts will likely work in the digital marketing industry. Talk to them like the intelligent, savvy, well-informed professionals they are.
Who approves your content? Follow the publishing guidelines on XXX
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Glossary
Active View
Active View is a Google measurement solution that detects viewable display ad impressions, as defined by the Making Measurement Make Sense (3MS) proposed standard of being “at least 50% viewable for a minimum of one second.”
Ad management
A platform that enables publishers to sell, schedule, deliver, and measure all of their digital ad inventory.
Ad blocking
Removing or altering advertising content in a web page.
Ad sale
The process of publishers selling available ad space/inventory to advertisers.
App inventory
The number of ad spaces available for sale on a mobile application during a certain time frame.
App promotion
An app promotion ad is used to promote an app. The ad will be shown only on devices where the app can be installed.
Attribution tools
Tools that measure the series of events that lead to a specific action/objective.
Audience segmentation
A process of dividing users into similar subgroups based on defined criteria such as age, gender, location, interests, needs, behavioral patterns, etc., and targeting ads to these specific groups.
Brand safety
Brand safety helps ensure that the ads displayed are appropriate, safe, and relevant to viewers.
Bid requests
Requests from advertisers in a programmatic
marketplace to bid on specific available ad
placements.
Buying platform
A platform that allows advertisers or marketers to buy ad space from a publisher.
Creative toolkit
The suite of tools that allows creatives to build ads.
Cross-screen (adjective), across screens
Appearing on both web and mobile properties.
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Desktop inventory
The number of ad spaces available for sale on a web site during a certain time frame.
Demand Side Platform (DSP)
A Demand Side Platform enables advertisers to purchase digital ad inventory via an ad exchange.
Direct sales channel
The means of publishers selling ad space directly through their salesforce, usually via phone, e-mail, or in-person meetings.
Engaging format
An ad format the users positively react to and interact with.
Full suite
All the features and tools that a client might need.
Full-funnel measurement
The ability to measure if an ad led to a specific result/conversion.
Impression
An instance of an ad being served.
Indirect sales channel
The means of publishers selling ad space indirectly using technology such as an ad exchange.
In-stream
In-stream ads display an ad break before or during a video.
Integrated platform, integrated solution
An end-to-end platform for digital advertising. This includes all of the tools one needs to monetize their content (publishers) or reach the right audiences with the right message (advertisers).
Inventory
The ad placements a publisher has available
within a specified time frame.
Mobile (as a platform)
The platform that serves content and/or ads to users on their mobile devices.
Mobile device
The device on which a user makes calls, uses
apps, and accesses data.
Mobile web campaign
The mobile web refers to the websites and web services available on a mobile device. A mobile web campaign is an advertising campaign run across these sites and services.
Mobile-specific capability
Features exclusively used for advertising on
mobile devices.
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Glossary/Technology terms
Private marketplace
A restricted ad buying/selling market where only pre-selected advertisers and/or pre-selected publishers can participate.
Programmatic
An industry term that refers to automated, machine-based selections for buying and selling digital advertising.
Programmatic buying
Programmatic buying refers to the practice of using a technology platform, such as a demand-side platform (DSP) to purchase ad impressions the moment each individual impression becomes available using real-time bidding.
Programmatic deal
A deal that’s completed programmatically.
Proprietary bid optimization
A feature exclusive to Google that auto-optimizes performance.
Publisher media
Content that a publisher creates (i.e. articles,
video, editorial, etc.).
Real-time (adjective), real time (noun)
As a process happens.
Re-engagement campaign
An ad campaign targeted to a set of users who have previously been targeted or have interacted with the material before, such as viewing a product on the company website.
Revenue management
The process of managing how a publisher makes money for their ad space.
Rich media engagement metric
The ability to measure whether users interacted with rich media ads.
Sales channel
The method through which ad space is sold.
Sell Side Platform (SSP)
A technology platform that helps publishers manage their advertising inventory and maximize revenue.
Site, website
An online property with a distinct URL.
Site analytics
Metrics that measure ad or site performance.
Smartphone
A mobile device that can access data via the Web.
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Glossary/Technology terms
Spam traffic
Irrelevant and unsolicited messages sent over the Internet to a large number of recipients.
Trusted metrics
Metrics that advertisers trust and use to make informed decisions.
Unified insight
All of the insights one needs to make informed
decisions.
Unified view
A holistic view of performance used to make informed decisions.
Video advertising products
Technologies that enable publishers to place ads and make money from video content and enable advertisers to engage their audiences with video advertising.
Video inventory
The number of video ad placements available from a media owner during a specified time frame.
Web (adjective), the Web (noun)
The World Wide Web.
Worldwide pool
The Google Marketing Platform term for the global advertisers who participate in ad exchange.
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Google Marketing Platform boilerplate
Long narrative
Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster.
With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers. It has built-in intelligence that serves up usable insights that you can put into action right away.
Start making more informed decisions about your marketing investments and reach the right customers in more engaging ways.
Learn more at marketingplatform.google.com
Short narrative
Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers.
Learn more at marketingplatform.google.com
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Related Guidelines
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Google Marketing Platform Brand OverviewBackground information that outlines brand essence, value propositions,
personas, and characteristics that guided the evolution of our brand identities.
Google StandardsGoogle Web Standards includes Google’s Brand Standards, Material Design,
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