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• Insights:

Google provides advertisers the opportunity to use marketplace insights with consumer and competitive feedback to create a specific plan to market to your target audience. Google offers a specific search tool to allow advertisers to view how their brand is positioned and messaged to users while tracking the budget of the brand. The Insight tool also illustrates geographically and internationally where their brand is receiving the most attention. With insight and feedback in the marketplace, advertisers can alter their marketing strategy within their product category. They are also allowed the ability to flight their ads during key selling times for their brand and they are able to market specifically to their target audience. 

• Creative:

Google has a service that helps to create innovative and engaging-consumer advertisements. With the DoubleClick Studio, advertisers are given the option to have a rich media ad designed for them. Rich media advertisements are the future of online ads, they are extremely consumer-engaging by flying across the screen or scrolling down over page content and sometimes the viewer must click out of the ad to view the content. Advertisers can also use DoubleClick to manage and report on the ad's progress or failure, and this can allow for changes if the ad has a low CTC. 

• Optimization:

Google Analytics gives advertisers the ability to learn how people are drive to your site and how they travel the site. With the knowledge of how to drive traffic (especially if it's coming from a specific source) will help to continue and expand the places that drive the traffic. Google Insights also allow for optimization. They can provide access for the advertiser to track a campaign through every stage as is it launched. This is important as the advertiser may want to alter the ad or recall the ad or change how the consumer is directed to the ad.