Item: Google Marketing Platform
Rating: 10
Author: Verified User

Overall Satisfaction with DoubleClick

Use Cases and Deployment Scope

The data received from the DBM sales funnel helped optimise our spend on display and focus more different audiences in social media. It saves us a lot of time on optimizations, reporting and tracking, which we invest in working more towards growing our client's accounts. Its better than any other similar solution I've used in the past.

Pros and Cons

Pros

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.

Cons

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.

Return on Investment

Since we started using smart bidding, our CPCs went significantly down and the ROI improved by more than 30%.
Being able to manage multiple accounts from one platform only saves us a lot of time.
Cross-channel tracking helps us identify which channels work best and shift the budget towards the best performing ones.

Alternatives Considered

Marin Software

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.

Likelihood to Recommend

I'd recommend it 100%, there is Google support if any help is needed, there are tutorials and certificate for the ones, who want to become experts and use the platform to its highest potential. Smart bidding strategies really improve account performance. Data attribution tracking has changed the game for search specifically entirely. Having Double Click on all channels allows tracking overall performance, so it's best suited for big companies, where there are different channels involved. It's less appropriate for small companies, who don't really have much to spend and only have 1 account on AdWords, since they could simply use AdWords features to manage it.

Google Marketing Platform Feature Ratings

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Double Click - manage multiple accounts across all channels