Item: Google Marketing Platform
Rating: 10
Author: Kevin Babcock

Use Cases and Deployment Scope

I regularly set up, manage, and report on digital ad campaigns in GMP. We work closely with an ad agency that builds creative assets & purchases media spots on various display networks, then I traffick those ads and deliver tags to be implemented. The main problem we are trying to address is building our company’s brand awareness, which is happening through a combination of native display advertising and targeted remarketing campaigns.

Pros and Cons

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

Return on Investment

Studies showed that it helped increase our brand awareness year over year
Helped us target and convert consumers who left our site

Alternatives Considered

Google Ad Manager, Google Analytics and Google Data Studio

Those platforms are actually all in the Google Marketing Suite and work together excellently with the Google Marketing Platform

Key Insights

Do you think Google Marketing Platform delivers good value for the price?

Yes

Are you happy with Google Marketing Platform's feature set?

Yes

Did Google Marketing Platform live up to sales and marketing promises?

Yes

Did implementation of Google Marketing Platform go as expected?

Yes

Would you buy Google Marketing Platform again?

Yes

Likelihood to Recommend

[Google Marketing Platform] is well suited for a business that is attempting to run many different digital ad campaigns at once. It might be less appropriate for a small business that is only running one social media campaign.

DoubleClick does the Trick

Overall Satisfaction with Google Marketing Platform (formerly DoubleClick)