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Google Marketing Platform

4.1
(230 reviews)

Google Marketing Platform is an integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage and grow high-impact digital marketing campaigns.

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Google Marketing Platform Features

Channel Functionality

Display Functionality

Overall product functionality for display advertising.

86%
(Based on 149 reviews)

Campaign Management & Optimization

Bid Rules

Able to set rules to minimize pay per click cost or maximize conversions from your keywords.

81%
(Based on 70 reviews)

Ad Creation and Editing

Can manage and bulk upload changes to multiple platforms.

79%
(Based on 67 reviews)

Paid Keyword Optimization

Helps find the right keywords to drive relevant traffic to your website.

83%
(Based on 72 reviews)

Scenario Planning

Predict clicks, costs, conversions, and ROI based on spend scenarios to allow you to estimate results prior to running a campaign.

74%
(Based on 54 reviews)

Ad and Landing Page Scheduling

Automate copy changes by scheduling changes in advance.

84%
(Based on 66 reviews)

Portfolio Bid Optimization

Offers portfolio bid management to automate bid changes based on marginal ROI so you know your next dollar in spend will get you the most return.

78%
(Based on 66 reviews)

Advanced Targeting Options

Target customers by options beyond keywords such as location, time of day or week, or by devices.

82%
(Based on 71 reviews)

Offline Capabilities

Able to quickly make bulk changes through a desktop editor.

66%
(Based on 45 reviews)

Extensions

Able to manage ad extensions such as click-to-call, sitelinks, locations, and mobile app downloads.

79%
(Based on 62 reviews)

Product Listing Ads

Supports product listing ads, allowing users to edit ads and track PLA performance.

82%
(Based on 51 reviews)

Budget Execution & Monitoring

Set a budget plan and automate it’s execution with monitoring capabilities.

80%
(Based on 74 reviews)

Authoring Tools

Ad Templates

Offers pre-made ad templates that can be filled in.

Not enough data available

HTML5 Authoring

Allows users to make ads using HTML5.

Not enough data available

Automated Ad Creation

Auto-creates ads using templating and/or data.

Not enough data available

Lanugage Translation

Provides tools to produce ads in multiple languages.

Not enough data available

Paid Search

Video Functionality

Video Functionality

Overall product functionality for video advertising.

80%
(Based on 86 reviews)

Analytics & Administration

Ad and Conversion Tracking

Tracks effectiveness of ads and which ads or campaigns are receiving clicks and conversions.

90%
(Based on 79 reviews)

Attribution

Able to track click path of users that come to your site via paid search and if they convert to customers.

85%
(Based on 76 reviews)

Reports

Reports created by the user to cater to specific metrics and key performance indicators.

85%
(Based on 80 reviews)

Testing Tools

Dynamic Versioning

Allows for multiple versions of a marketing campaign to be run simulanteously.

Not enough data available

A/B Testing

Test changes to a screen by administering the change to a portion of visitors and measuring conversion.

Not enough data available

Platform

APIs

Application Programming Interface - Specification for how the application communicates with other software. API's typically enable integration of data, logic, objects, etc with other software applications.

81%
(Based on 56 reviews)

Notifications

Able to set custom alerts to notify you of changes to key performance indicators.

81%
(Based on 66 reviews)

Customization

Able to customize metrics and other platform features based on personalized needs.

82%
(Based on 69 reviews)

User, Role, and Access Management

Grant access to select data, features, objects, etc. based on the users, user role, groups, etc.

85%
(Based on 73 reviews)

Performance and Reliability

Software is consistently available (uptime) and allows users to complete tasks quickly because they are not waiting for the software to respond to an action they took.

86%
(Based on 78 reviews)

Enterprise Scalability

Provides features to allow scaling for large organizations.

87%
(Based on 70 reviews)

Workflow Capability

Automates a process that requires a series of steps that typically require intervention by a several different users. Administrators can write rules to determine who and when a user needs to complete a step. Also includes notification of users when they need to take action.

85%
(Based on 69 reviews)

Internationalization

Enables users to view and transact business with the same content in multiple languages and currencies.

83%
(Based on 54 reviews)

Publishing Tools

Demand Side Platform Built-in

Provides a demand side platform within the software itself for ad distribution.

Not enough data available

Demand Side Platform Integration

Offers integrations with outside demand side platforms for ad distribution.

Not enough data available

Campaign Scheduling

Schedules marketing campaigns.

Not enough data available

Mobile Functionality

Mobile Functionality

Overall product functionality for mobile advertising.

79%
(Based on 106 reviews)

DSP Functionality

DSP Functionality

Product functionality for real-time advertising.

85%
(Based on 45 reviews)

Campaign Management

Campaign Dashboard

Overview of all media purchases and campaigns in a single interface.

84%
(Based on 162 reviews)

Campaign Optimization

Enables marketer to set metrics by which their campaigns are automatically optimized.

82%
(Based on 157 reviews)

Reach

Amount and quality of inventory partner sites on which ads can be placed.

84%
(Based on 138 reviews)

Bulk Editing

Enables marketers to edit campaigns in bulk as opposed to one piece at a time.

80%
(Based on 133 reviews)

Batch Uploading

Allows marketer to upload campaign inventory in a single batch instead of one piece at a time.

81%
(Based on 137 reviews)

Brand Safety

Ensures marketer's ads are placed on respectable websites that won't damage brand image or reputation.

79%
(Based on 126 reviews)

Fraud Protection

Ensures marketer's ad reach and performance is not inflated by bots or spam websites.

77%
(Based on 113 reviews)

Frequency Capping

Allows marketer to set a limit on how many times a consumer sees their ad.

n/a

Budget Pacing

Allows marketer to set a daily or weekly campaign budget that the ad sever uses to make appropriate bids.

n/a

Creative Optimization

Tools offered for creating and optimizing creative components of campaigns.

79%
(Based on 133 reviews)

Rich Media Capabilties

Supports rich media display and video ads that involve user interaction.

80%
(Based on 124 reviews)

Targeting

Targeting

Able to target desired audiences based on demographics and behavior variables.

85%
(Based on 142 reviews)

Retargeting

Able to retarget previous impressions to your site across the web to increase conversion rates.

85%
(Based on 132 reviews)

Geo-Targeting

Able to tailor ads based on consumer general region, state or designated market area (DMA).

84%
(Based on 132 reviews)

Contextual Targeting

Able to match the marketer's ad with specific content on a site or page.

n/a

Mobile

Mobile Tracking

Able to track consumers on their mobile devices where cookies do not apply.

79%
(Based on 101 reviews)

In-App Ads

Allows for ads to be placed in mobile apps.

n/a

Mobile Rich Media Capabilities

Supports rich media mobile ads that involve user interaction.

78%
(Based on 78 reviews)

Demand Side Platforms

Machine Learning Optimization

DSP learns from previous ad buys and optimizes bidding to increase marketer's ROI

83%
(Based on 35 reviews)

Estimate and Projections

DSP pulls accurate estimates of available impressions and their cost.

78%
(Based on 40 reviews)

Ad Serving Capabilities

DSP has the ability to place ads online in addition to being an access point to ad exchanges.

82%
(Based on 40 reviews)

Cross-Device Capabilities

Able to use functions such as targeting, frequency capping, budget pacing, creative optimization, etc. across mobile devices

76%
(Based on 40 reviews)

Platform

API / Integrations

Application Programming Interface - Specification for how the application communicates with other software such as other ad servers, DSPs, DMPs, etc.

n/a

Custom Reports

Able to create custom reports to cater to specific metrics and key performance indicators.

83%
(Based on 146 reviews)

User, Role, and Access Management

Grant access to select data, features, objects, etc. based on the users, user role, groups, etc.

84%
(Based on 142 reviews)

Performance and Reliability

Software is consistently available (uptime) and allows users to complete tasks quickly because they are not waiting for the software to respond to an action they took.

85%
(Based on 152 reviews)

Enterprise Scalability

Provides features to allow scaling for large organizations.

86%
(Based on 127 reviews)

Customization

Allows administrators to customize to accomodate their unique process. Includes ability to create custom objetcs, fields, rules, calculations, and views.

78%
(Based on 135 reviews)

Workflow Capability

Automates a process that requires a series of steps that typically require intervention by a several different users. Administrators can write rules to determine who and when a user needs to complete a step. Also includes notification of users when they need to take action.

80%
(Based on 135 reviews)

Internationalization

Enables users to create and manage campaigns with the same content in multiple languages and currencies. Marketer can place ads on websites from around the world.

81%
(Based on 102 reviews)

Notifications

Alerts marketer of the performance of particular campaigns.

79%
(Based on 119 reviews)