Google Marketing Platform vs. Skai

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Google Marketing Platform
Score 8.8 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
Skai
Score 8.8 out of 10
N/A
Skai (formerly Kenshoo) is a cross-channel advertising solution for search marketing, social media and online advertising. The product aims to give advertisers and agencies the control and automation needed to make better investment decisions across search marketing and online advertising.
$10,000
Starting Price
Pricing
Google Marketing PlatformSkai
Editions & Modules
No answers on this topic
Kenshoo
$10,000
Starting Price
Offerings
Pricing Offerings
Google Marketing PlatformSkai
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeRequired
Additional Details
More Pricing Information
Community Pulse
Google Marketing PlatformSkai
Considered Both Products
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
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
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
DoubleClick was inferior to both Marin and Kenshoo.
Skai
Chose Skai
Kenshoo's integration with sales and social platforms as well as search made it the only choice when it came to managing campaigns. Other interfaces may be simpler and quicker but Kenshoo's range of external integrations makes it more flexible for certain campaigns and the …
Chose Skai
Some features of Kenshoo outshine other solutions we've evaluated. Kenshoo Infinity Suite is a great product for multi-channel management but overall is less favorable especially from a pricing perspective. We've transitioned several client accounts from Kenshoo to DoubleClick
Chose Skai
Kenshoo is the best in class. With "time" being the most precious resource we have, Kenshoo allows us to get more done in the same amount of time as comparable products.
Chose Skai
While DoubleClick does not fully budget pace accounts I think it overall provides more accurate changes than Kenshoo. When our company selected Kenshoo we were told it would be able to manage hundreds of small accounts with small budgets. It is more designed for accounts that …
Top Pros
Top Cons
Features
Google Marketing PlatformSkai
Ad Network Integration
Comparison of Ad Network Integration features of Product A and Product B
Google Marketing Platform
9.0
29 Ratings
20% above category average
Skai
7.1
10 Ratings
4% below category average
Data Transfer9.024 Ratings8.510 Ratings
DSP integration9.026 Ratings5.75 Ratings
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
Google Marketing Platform
8.8
33 Ratings
12% above category average
Skai
6.1
11 Ratings
25% below category average
Ad campaign creation8.033 Ratings7.611 Ratings
Ad deployment9.933 Ratings7.611 Ratings
Display advertising9.930 Ratings4.310 Ratings
Ad display and retargeting segmentation8.931 Ratings4.810 Ratings
Sequence targeting7.023 Ratings6.39 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
Google Marketing Platform
9.1
33 Ratings
15% above category average
Skai
7.3
12 Ratings
7% below category average
Ad dashboards9.931 Ratings7.612 Ratings
Ad performance reports8.933 Ratings9.812 Ratings
Ad conversion tracking8.932 Ratings6.712 Ratings
Ad attribution reporting8.931 Ratings7.611 Ratings
Cross-channel ad management8.926 Ratings5.910 Ratings
Ad forecasting and optimization9.025 Ratings6.211 Ratings
Best Alternatives
Google Marketing PlatformSkai
Small Businesses
Google Ad Manager
Google Ad Manager
Score 8.5 out of 10
Google Ad Manager
Google Ad Manager
Score 8.5 out of 10
Medium-sized Companies
The Trade Desk
The Trade Desk
Score 6.9 out of 10
The Trade Desk
The Trade Desk
Score 6.9 out of 10
Enterprises
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.8 out of 10
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.8 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
Google Marketing PlatformSkai
Likelihood to Recommend
8.9
(45 ratings)
9.2
(17 ratings)
Likelihood to Renew
8.0
(13 ratings)
7.8
(3 ratings)
Usability
8.0
(2 ratings)
9.5
(2 ratings)
Availability
-
(0 ratings)
3.6
(1 ratings)
Support Rating
9.0
(4 ratings)
9.5
(2 ratings)
Online Training
8.0
(1 ratings)
-
(0 ratings)
Implementation Rating
6.0
(2 ratings)
-
(0 ratings)
User Testimonials
Google Marketing PlatformSkai
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.
Read full review
Skai
Kenshoo would be a good tool if your client has extremely high budgets with low CPCs. For small, geo-specific accounts the capabilities have not be built out. Therefore, the tool could not budget pace our 250+ accounts. The main reason we had chosen Kenshoo was because of its budget pacing capabilities. Unfortunately, it did not save us time and created additional budget pacing issues with over pacing our 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.
Read full review
Skai
  • Kenshoo Search bid policies make bid optimization easy and automated. Optimizations are based off of sophisticated algorithms rather than simple bid rules (although Kenshoo Search also offers these). There are many different policies to choose from. Simply choose your type of goal (example: awareness vs. ROI), choose your metric, and assign to your campaign(s) and/or account.
  • Kenshoo Search reporting offers a large selection of reporting templates that are easily exported to Microsoft Excel. In addition, they also offer dashboard reporting with a variety of different widgets that are easily customizable. This feature makes it extremely easy to view metrics that may normally require manual excel work.
  • Kenshoo Search has a Desktop Editor tool similar to Google Adwords Editor that makes bulk optimizations easy and time efficient. This is a huge resource win for me and my team!
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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.
Read full review
Skai
  • When working with large accounts, such as mine, the tool can be slow. There are a lot of times where the editor tool will freeze, and I'm not sure if I need to reboot or exit the tool. I wish it was a smooth process, much like the AdWords editor tool.
  • Kenshoo support can be slow to respond at times. In the ticketing industry, things are very much based on time of day or time of the week. If the product is down or not functioning during an on-sale or a major event, it can be difficult to get tech support on the phone.
  • Their reporting really doesn't set them a part from the competition. I've used social tools such as Marin and a few others, and they're all pretty similar as far as reporting. If possible, I think you're better off using Google Analytics for reporting, just so you have a common denominator.
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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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Skai
We received great customer service from the Kenshoo Social team, they listen to feedback, and truly work to get things fixed. The tool works well and they are always working on ways to improve it to help improve performance for our clients
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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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Skai
Set-up like other marketing platforms. If you know Google Ads, you know Kenshoo
Read full review
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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Skai
Very responsive and bring fast answers for problems
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Implementation Rating
Google
I would highly recommend asking clients to provide 3PAS tags or use an internal 3PAS
Read full review
Skai
No answers on this topic
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.
Read full review
Skai
I think Skai beats the competitors with its advanced bidding management system, this is a unique feature of them that if you implement properly, your accounts will surely benefit from this, especially if you have tons of data that the algo can learn from and optimize accordingly. In terms of reporting, they are the best we've got so far, scheduling options are great.
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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.
Read full review
Skai
  • ROI is harder to track due to reporting/column & time frame default tech in my humble opinion but generally better results when compared to other products
  • Since the interface is difficult to navigate and paid search is a reactive medium, can produce barriers to change.
Read full review
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