Adobe Advertising Cloud vs Google Marketing Platform (formerly DoubleClick)

• An all in one solution for so many things that range from advertising campaigns to pushing out content to PPC.
• Integration for many channels without much setup, this includes lesser known search engines and various social media partners.
• Automation for delegating many tasks that can be a hassle to accomplish.

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• Bringing together data from multiple channels and engines and allows you to visualize the data in an easy to use platform. This saves time from using multiple logins for the different platforms.
• Auto bidding tools save time from manual bidding, as it allows you to set the specific terms around what levels you want to cap your CPCs at. You then let DoubleClick adjust your bids to gain the most conversions from the cheapest CPCs. This frees up time to do other in-depth analysis and strategy.
• DoubleClick also has the ability to track conversions and clicks on any page using their floodlight tags. This is good for tracking certain actions on yours or a client's site and is especially good if they do not use any other tools, such as Google Analytics or Adobe, to track conversions and user actions on site. You can also use these in conjunction with the auto bidding tools.

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• As with most Adobe products, it can be a little tedious to use and requires a bit of extra training and "googling" around to make sure you are getting things right. It has improved over time within the entire Adobe suite, and I anticipate that this will be true of this as well.
• Adobe training and learning platforms can include a lot of technical terminology and jargon that makes it difficult for a novice to understand without feeling like they need a whole new education.

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• There are certain segments such as location, demographics etc. that do not properly populate, especially in certain countries in the EU which means you have to revert to other products.
• It experiences intermittent issues in functionality and accessibility of data, with data sometimes taking a day or so to show up following a sync error or the portal being inaccessible / signing you out.
• Some of the bid strategies can be a bit opaque in regards to how they're functioning and it can require some trial and practice to get the most out of it.

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• This has increased the number of clients.
• This has increased the amount of productivity and time we can spend on clients.
• This has increased the overall revenue because we can handle more than we used to be able to handle without this tool.

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• Increased efficiency - we have large time savings with the automation of keyword bidding and the ability to pull reporting from one UI instead of the separate engine UI's.
• Time saving allow to focus on other initiatives, such as landing page and ad copy testing or keyword expansions.

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