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…
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- Ad campaign creation (32)8.484%
- Ad deployment (32)8.484%
- Ad performance reports (32)7.373%
- Ad conversion tracking (31)7.373%
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…
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google marketing demo | what is it???
Google Marketing Platform Essentials: Search Ads 360 demo
Google Marketing Platform Essentials: Campaign Manager 360 demo
Google Marketing Platform Essentials: Display & Video 360 demo
Google Marketing Platform Essentials: Tag Manager demo
Google Marketing Platform Essentials: Google Marketing Platform demo
Integration with main ad networks, and exchanges to make accurate media buys.
- 10Data Transfer(23) Ratings
Transfer of data to ad exchanges to match third-party to segments.
- 9DSP integration(26) Ratings
Integration with DSP platforms for ad buying
Features related to creating and deploying ad campaigns.
- 8.4Ad campaign creation(32) Ratings
Allows users to programmatically create ads and build new campaigns within the tool.
- 8.4Ad deployment(32) Ratings
Allows users to quickly and easily deploy new ad campaigns from within the tool.
- 8Display advertising(29) Ratings
Supports banner and rich media display ads, including video, audio, mobile, etc.
- 7.7Ad display and retargeting segmentation(30) Ratings
Allows users to display and retarget ads to audience segments based on demographics, location, account, role, or other profile aspects.
- 7Sequence targeting(23) Ratings
Allows users to create ad sequences that have several stages covering different topics or products; individual viewers are shown ads in a particular order across websites. This provides very fine control over brand messaging and storytelling.
Features related to reporting on and analyzing advertisements.
- 6.7Ad dashboards(30) Ratings
Dashboards for analyzing and/or optimizing ads are clean, easy to use, and easy to understand.
- 7.3Ad performance reports(32) Ratings
Allow users to generate reports comparing the performance of various ads or the performance of certain aspects of ads (like headlines, etc.)
- 7.3Ad conversion tracking(31) Ratings
Tracks ad conversions by campaign and type of conversion—the customer might have clicked on the ad and then purchased a product, subscribed to a newsletter, filled out a form, or downloaded a whitepaper, etc.
- 7Ad attribution reporting(30) Ratings
Generates accurate, detailed reports that attribute conversion to a combination of different touch points (ads, and other factors) leading up to conversion.
- 7.3Cross-channel ad management(25) Ratings
Provides an integrated view or control panel that allows users to manage their ad campaigns across a variety of platforms in one place.
- 7.5Ad forecasting and optimization(24) Ratings
Ad forecasting models predict campaign performance to assist with optimization.
- Tech Details
- Acts as a hub to access all your most common Google Products.
- Tag Manager in particular simplifies website tag implementation and centralizes the information.
- Allows for better data sharing/connectivity between your Google products (ex: Search ads and Google Analytics).
- I find the Campaign Manager menu + UI to [be] very inconvenient to use. You end up opening several windows just to access different information from the same platform. They break up Campaign Manager 360 into Trafficking, Planning, and Reporting & Attribution. I would prefer if these 3 sections were more seamlessly integrated together. They almost act as separate UIs.
- Bulk editing capabilities
- Easy integration with APIs
- User friendly & intuitive UI
- Comprehensive reporting
- Archiving campaigns can be a tedious process
- An email alert when placements become inactive would be useful
- Being able to search for specific URLs/query strings in the campaign search bar would be nice
- Smart bidding.
- Campaign management.
- Audience targeting.
- Microsoft integration.
- Day parting.
We use DoubleClick across the majority of the company, especially for clients who are multi-channel and/or engine. As explained above, it gives us one platform to browse all our data and also enables us to use auto bidding tools and rules, which helps with performance and also frees up time to do more in-depth analysis
- 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.
- Integration using social media engines such as Facebook is a bit complicated, I would like to see this improved.
- Syncing with AdWords and other engines only occurs once a day at the early hours in the morning, this means changes in AdWords is not picked up in DoubleClick, which means there is a gap in the metrics, which could lead to incorrect or mislead optimizations. Maybe allow for more frequent syncing.
- Custom targeted audiences (for qualified accounts) allows us to target specific audiences with relevant ads.
- Very good brand safety options with built-in brand safety and additional safety options available to purchase.
- I would like to see an easier reporting process similar to the reporting service in the Adwords platforms.
- Intuitive and easily navigable interface.
- Widely used and recognized.
- Support is sometimes lacking when it comes to more complex situations.
- There needs to be more options for exporting information.
- Extensive reporting across platforms.
- Campaign optimization.
- Connects with Google Ads and other Google products.
- Performance metrics.
- Attribution reporting.
- Tracking ad quality can be very difficult.
- Google connection is not always realtime.
- Tedious ad preference updating.
- Reporting is very extensive across all platforms
- Bid optimizations are simple and effective to achieve company goals
- Scheduling automated reports and ad activations make for convenient multi-platform activations
- Additional partner integrations would prevent users from implementing work arounds for reporting within Google Marketing Platforms
- Campaign Manager weekend downtime prevents additional activations
- Display and Video 360 user interface is vastly different than Search Ads 360. If both platforms were to look and feel similar, multiple users can seamlessly use both platforms across different marketing mediums
- Well-designed platform, intuitive and simple UI. This is a strength across all Google products, so not surprised the same attention was given to Google Marketing Platform.
- Tags and technology are largely compatible and accepted across the industry.
- 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.
I would likely recommend a different ad serving/reporting platform for video-only campaigns, as they offer more hands-on creative and trafficking services.
- Preview links are very helpful and easy to generate for previewing single or groups of media. You can even preview them inside of websites so get a better understand of how the ad interacts with the rest of the content around it.
- It also allows you not only to track display media but search as well. Being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
- Able to exclude poor performing sites.
- Some of the bid strategies can be a bit confusing in regards to how they're working.
- One issue I often run into with Google Marketing Platform can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to.
- Super granular reporting.
- Seamlessly connects with other Google products.
- Lots of delivery options for ad serving.
- Clunky interface - Still angry that DFP got a facelift years ago but DCM looks the same as it always has. It makes trafficking awkward and time-consuming.
- Need more "Edit Multiple" options for making campaign adjustments.
- The help section is atrocious, as is trying to get support from the team. But if you've ever worked with Google, that won't be a surprise.
- Get the best insights from our platforms.
- Integrates all Google tools, data, and our websites.
- Great optimization solutions and dashboards.
- Some optimization features are missing that you can find at other tools.
- Improve the integration with other platforms.
- Analytics is a bit complex to navigate and some aspects are confusing.
- Trafficking ads
- Allowing us to seamlessly upload content into the system.
- Make quick edits to content without having to start the whole process over.
- You can easily pull reporting within the system and make it customizable.
- Small tweaks would be helpful. My team does not use some sections of Google Marketing Platform so having the ability to hide those areas would be nice.
- In the geo-targeting, you have to type out United States every time instead of it auto-filling.
- Google Marketing has been great for programmatic marketing
- Google Marketing has provided access to better ad serving opportunities
- Performance metrics and ROI is much easier to analyze in Google Marketing Platform
- For new marketers, or those new to programmatic, it can be difficult to grasp
- We've had problems with quality of ads and websites served; has had spam issues in the past, which lowers overall trust
- I'm able to drill down to the exact link and click of the ad.
- Review performance by day and time
- Able to spot click fraud
- Able to exclude poor performing sites.
- A lot of bugs, setting up ads doesn't work sometimes.
- Some tracking options aren't available.
- Updating an ad is a long and tedious process.
- It provides excellent front-end bid manipulation across different marketing accounts which allows you to quickly navigate large amounts of digital marketing administration.
- You can easily schedule or automate certain repetitive activities, allowing more flexibility in how you work.
- When the Search product is matched with the Campaign Tracking product it allows for easy generation and manipulation of internal reporting.
- 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.
- One of the biggest advantages of using DoubleClick is the conversion/pixel platform. The platform allows you to customize variables for conversions and then send to your clients' site manager or developers. A huge plus in using DCM floodlight conversions is that they track both views and click through which Google Analytics does not.
- DoubleClick also allows you not only track display media but search as well. DCM being a Google company consolidates both display and search invoices for clients together which makes it easier for billing purposes.
- The overall DCM platform is very user-friendly and allows you to update creative assets very easily. This has often been a time-consuming process in our ad servers that I've used in the past. I feel as though DCM is very easy to navigate and learn in general. Prior to my position now, I had never used DCM and only took a few weeks to learn.
- One issue I often run into for DoubleClick can be the editing tool in management. This tool allows you to update a number of things from placement or creative name to the landing page the creative should drive to. The problem that occurs is you're unable to click on the tool and typically to close your browser and restart DCM or your computer. This can be an inconvenience when you are in the midst of trafficking a campaign.
- When I first started using DCM, you could upload HTML5 creative assets on the campaign level which worked great. As of late they no longer allow you to upload to campaign but rather to advertiser. Adding this step, you have to upload creative from the advertiser to campaign which adds another step in the process of trafficking.
- Within DoubleClick Managment (DCM) there are placements, ads, and creatives. The ads are created after a creative unit is assigned to the placement. I've noticed sometimes the ads default to "inactive" which doesn't allow you to track the unit. I have not figured out how to prevent this rather I just ensure all ads are set as "active".
I wouldn't suggest trafficking display campaigns that don't have significant budgets because there won't be much insight to gain from minimal budget or dollars spent.
- Setting up tracking URLs is very easy and it also helps us identify if any errors have occurred with it. This allows us track all types of conversions to the most granular level.
- Accessing all accounts from Double Click significantly reduces the hours we spend on reporting. Any level of detail could be easily pulled out from the reporting tab.
- A very big strength of Double Click is that it's integrated with other publishers, too, besides AdWords.
- Automated bidding is available.
- Maybe if everything could be instantly synced with AdWords, this would also save time on the execution side of things and will decrease the possibility of errors.
- It's only available for big companies, because it's expensive. If there was a bit more limited version of it for smaller companies to be able to use it at a lower price, this could open doors to small agencies and companies, too.
- Syncs up data very quickly
- It's very easy to manage multiple accounts and report on their performance
- Bidding strategies and automatic rules are easy to set up
- Tracks performance on all URLs, not just the paid media
- Bidding strategies based on revenue would be a nice improvement
- Being able to easily access remarketing audience from different channels would make advertiser's life easier
- Easier integration with Adobe Analytics would be a good improvement
- The relationship between DCM and DBM allows for a seamless integration between adserver and DSP.
- DBM has great third-party and custom audience segments.
- DBM's reporting suite offers an array of metrics and dimensions to report on.
- Having the cost of DBM flow easily back through to the DDM reporting suite would be very helpful.
- Being able to traffic and serve native assets through DCM the same way a display ad is served.
- If DBM had keyword targeting capabilities that mirrored AdWords keyword structures.
- Targeting clarity.
- Inventory verification.
- Brand safety.
- Budget pacing is a little quirky, doesn't take into account gaps in campaign pacing.
- Easier screenshots and verification.
- Better suggestions of optimizations.
We use DoubleClick for trafficking our digital ads, generating insertion orders for publishers, reporting and billing, tag management, rich media development, and more recently, for ad verification (viewability and brand safety). It addresses the following business problems: third party ad tracking, media planning/flowchart building, consolidated reporting, tag management, and viewability monitoring.
DoubleClick is used at my company nationally for all of the previously mentioned functions.
- Reporting - reporting interface is easy to use, and reports typically generate quickly.
- Tag Management - creating Floodlight tags is very simple and allows customization through custom variables. In addition, it is very easy to append other tracking pixels (from publishers, attribution partners, etc.) to Floodlight containers. DoubleClick also makes it easy to append campaign-wide pixels for universal tracking tags, e.g. Brand Study tracking tags.
- Seamless process with publishers - because most publishers are familiar with DoubleClick products, it is generally easy to grant reporting access to publisher contacts so that they can monitor campaigns and be proactive about making optimizations.
- DoubleClick support could use some improvement. We submit questions/requests to a support alias, and often experience long delays in response time and less than thorough responses. Because DoubleClick uses an alias, we often have multiple support technicians involved in responding to our questions/requests, which can make it more challenging to get a clear response. It is difficult to get a support technician on the phone to help resolve highly technical issues.
- Product updates - our DoubleClick client services team is not proactive about sharing new features available within DoubleClick. For example, DoubleClick has had an ad verification product for a few years now. When the product first came out, it wasn't up to standards with other third party verification products, in my opinion. My organization has been paying for another third party verification company due to assumed limitations of DoubleClick in this area. However, I recently requested that DoubleClick schedule a department-wide meeting to give updates, and learned that DoubleClick's offering in this area is actually on par with, if not better than, the other company we were paying for ad verification. DoubleClick's offering is included in my company's contract with DoubleClick, and I feel we could have accrued some savings had DoubleClick proactively shared this feature with us earlier.
- Attribution - DoubleClick's attribution tool does not provide many valuable insights, in my opinion. For complex attribution, my organization still contracts with other companies.
- Combines Data from different advertisers
- Allows bulk changes
- Allows labelling making it easy to maintain and organized
- Competitor auction insights as there is no such facility
- First column freeze on the reports would make life easier
- Could allow for import at different levels such as Ad Copy
- The detail of reporting capabilities is awesome. The data that we can pull really allows us to narrow down to our desired target audience.
- The UI is improving every day. I like how it has become a much more visual platform with high level data.
- While the UI is getting better, I think having the option to view the most important metrics directly in the platform rather than in .csv exports would be beneficial
- The load time of the Platform can be slow at times
- The performance of campaigns has been poor in comparison to other DSP's we have used.
- Bid Strategies
- Quick changes to the campaign
- Does not fully sync with Bing (i.e. does not show status of campaign at keywords level)
- Unable to manage Yahoo Gemini campaigns