Google Marketing Platform

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Google Marketing Platform
Score 9.0 out of 10
N/A
Google Marketing Platform (a combination of former DoubleClick advertiser tools and Google Analytics 360 Suite) is a set of tools for marketers to manage their advertising campaigns. DoubleClick was acquired by Google in 2008. It focuses on uploading ads and reporting their performance and also provides forecasting tools to help predict future campaign needs. Bid optimization tools help manage pay-per-click (PPC) campaigns across search engines (e.g. Bing, Google, Yahoo!).N/A
Pricing
Google Marketing Platform
Editions & Modules
No answers on this topic
Offerings
Pricing Offerings
Google Marketing Platform
Free Trial
No
Free/Freemium Version
No
Premium Consulting/Integration Services
No
Entry-level Setup FeeNo setup fee
Additional Details
More Pricing Information
Community Pulse
Google Marketing Platform
Considered Both Products
Google Marketing Platform
Chose Google Marketing Platform
I have not used any competitor products to Google Marketing Platform.
Chose Google Marketing Platform
Those platforms are actually all in the Google Marketing Suite and work together excellently with the Google Marketing Platform
Chose Google Marketing Platform
Skae is better at multiple platforms because it isn't owned by Google and has more flexibility and resources to bring in other publishers and channels.
Chose Google Marketing Platform
DoubleClick is slightly better to manage, especially in the sense of its user interface, which isn't super easy to navigate, but compared to Marin, is a lot easier. It also has a much easier process in terms of uploading ads to engines such as AdWords and Bing. I also find it …
Chose Google Marketing Platform
Google Marketing Platform had greater reach, was easily added to our other Google platforms and had a great support system. Our staff was more familiar with the platform as it has similarities to other Google products, hence it was easier to use. Whilst the other platforms had …
Chose Google Marketing Platform
Adform has the worst support service I have ever encountered. I had to wait days for an answer, and would usually just be given a link to their support documentation which didn't provide the answer I needed. The interface is extremely confusing, and requires far too many …
Chose Google Marketing Platform
We opted for DoubleClick because we use other Google products, so we wanted a platform that was relatively seamless to integrate with our current advertising.
Chose Google Marketing Platform
I've used Sizmek as an alternative and the UI/UX was extremely dated and slow. Updating creative isn't intuitive and requires learning the system so that you can do basic things like update jpgs correctly.
Chose Google Marketing Platform
We use all Google solutions, but we've tried to use other solutions to display ads, manage, and optimize our services. Google offers a complete suite of solutions and great and smooth integration.
Chose Google Marketing Platform
JWPlayer is great to upload videos and pulling video-metrics. We can easily copy a link to connect JWPlayer videos into Google Marketing Platform but you cannot solely use JW to run ads—just our videos and separate video reporting.
Chose Google Marketing Platform
I prefer Google Marketing Platform. Clients see the value in a Google branded platform, and it integrates well with most of our other platforms, dashboards, etc.
Chose Google Marketing Platform
It's the main tool that is used and no competitor can even come close.
Chose Google Marketing Platform
Having gone through a trial of Kenshoo in a previous role. The interface seemed less responsive, there was less coordination with releases by Google/Microsoft and there wasn't a financial benefit to swapping. We decided to stay with DoubleClick.
Chose Google Marketing Platform
I believe that DoubeClick is the best third-party ad server that I've used in the trafficking space. Although I did have a few years of experience using Flashtalking and Atlas, I'd prefer DCM. In my opinion the custom conversion and attribution models in DCM allow you to …
Chose Google Marketing Platform
Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account …
Chose Google Marketing Platform
DoubleClick is the best tool to use for data management since it is fast, easy to use and provides everything needed for optimizing towards better performance.
Chose Google Marketing Platform
DoubleClick has been a great alternative to other DSPs because of the easy integration between the adserver and the DSP. It really cuts the work in half.
Chose Google Marketing Platform
I feel that both MediaMath and TradeDesk, while not as pretty or user intuitive as DoubleClick just out perform Bid Manager in terms of performance, driving low CPA's and overall better support.
Chose Google Marketing Platform
DoubleClick is definitely more efficient than Kenshoo, particularly when it comes to reporting. It's great to be able to pull YoY data quickly, whereas Kenshoo only allows three month increments on most levels and monthly increments at the keyword level.
Chose Google Marketing Platform
I wasn't involved in the selection process however, but I was happy with the functionality because I had to update promotional ad copy on a daily basis.
Chose Google Marketing Platform
Better data privacy
Chose Google Marketing Platform
In the past we have tested Marin and Adobe AdLens for automated keyword bidding. Both have not worked well for our business as lead generation comes with a lot of challenges (i.e. verification process, daily and monthly lead caps etc.). AdLens recommends to add as many keywords …
Chose Google Marketing Platform
DoubleClick is the industry leader and most commonly accepted platform across the media partners that our agency works with.
Chose Google Marketing Platform
DoubleClick is the premier ad server. The only other one I use is Sizmek which has limited reporting metrics and poor customer service.
Top Pros
Top Cons
Features
Google Marketing Platform
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Google Marketing Platform
9.5
28 Ratings
25% above category average
Data Transfer10.023 Ratings
DSP integration9.026 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Google Marketing Platform
7.9
32 Ratings
1% above category average
Ad campaign creation8.432 Ratings
Ad deployment8.432 Ratings
Display advertising8.029 Ratings
Ad display and retargeting segmentation7.730 Ratings
Sequence targeting7.023 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Google Marketing Platform
7.2
32 Ratings
8% below category average
Ad dashboards6.730 Ratings
Ad performance reports7.332 Ratings
Ad conversion tracking7.331 Ratings
Ad attribution reporting7.030 Ratings
Cross-channel ad management7.325 Ratings
Ad forecasting and optimization7.524 Ratings
Best Alternatives
Google Marketing Platform
Small Businesses
Google Ad Manager
Google Ad Manager
Score 8.6 out of 10
Medium-sized Companies
The Trade Desk
The Trade Desk
Score 8.0 out of 10
Enterprises
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.8 out of 10
All AlternativesView all alternatives
User Ratings
Google Marketing Platform
Likelihood to Recommend
7.4
(44 ratings)
Likelihood to Renew
8.0
(13 ratings)
Usability
8.0
(2 ratings)
Support Rating
9.0
(4 ratings)
Online Training
8.0
(1 ratings)
Implementation Rating
6.0
(2 ratings)
User Testimonials
Google Marketing Platform
Likelihood to Recommend
Google
I feel pretty neutral about Google Marketing Platform. For the longest time, my company wasn't using it because each of the features (Data Studio, Analytics, etc.) could be accessed separately. In fact, most of the time, I don't even go into Google Marketing Platform because it's easier to directly navigate to the individual platforms. There are very few features about GMP that can only be accessed from the GMP UI. The Integrations Center is probably the main feature I utilize from the GMP UI, which allows me to see a summary of the integrations I have in place across all my client properties and accounts.
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Pros
Google
  • 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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Cons
Google
  • The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
  • Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.
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Likelihood to Renew
Google
Due to its adapting behavior with industry ad formats and seamless integration with publishers and DSP's, I don't see myself moving away from DCM. As we see the display advertising is getting more programatic and automated due to the rise of DSP and concept of RTB, Double Click has evolved with new advanced best practices
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Usability
Google
The Doubleclick interface is easy and simple to get a hang of. The options are slightly limited compared to other DSPs. But, for a simple campaign, this is a great DSP to move forward with. They have a ton of data and can plug into a lot of different partners
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Support Rating
Google
They do not have strong support team. It is tough to get answer when I need it. They always refer you to an online guide and not an actual person. If so, the person is based out of an offshore team in India and does not know the specific client goals .
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Implementation Rating
Google
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
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Alternatives Considered
Google
Marin takes a lot more time for everything, mainly for the campaigns setup. This also leads to many mistakes, which impact the performance. I've used Marin on a couple of previous clients and we've had many problems with it, mainly with correct conversion tracking and account optimizations. Besides, Marin is behind all the new features available on AdWords, which makes the tracking also not very flexible.
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Return on Investment
Google
  • DS3 has improved ROI considerably due to its ability to make the work of a team of digital marketers to go further and improving internal efficiency.
  • There is a notable improvement in account performance for those integrated with DoubleClick as opposed to not, with better tracking, new bid strategy options, and a more responsive interface.
  • The additional fee on top of media spend is a considerable expense for a large advertiser, but the necessity of a product/solution such as this means that there is always likely to be some comparative cost.
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ScreenShots