Community insights

TrustRadius Insights for Google Marketing Platform are summaries of user sentiment data from TrustRadius reviews and, when necessary, third party data sources.

Pros

Data Accessibility and Visualization: Users have praised the platform for its data accessibility and visualization capabilities, which act as a central hub for various Google products. This feature simplifies tasks like tag implementation through Tag Manager, enhancing data sharing and connectivity between different Google products.

Intuitive Interface: The intuitive and user-friendly interface of the platform has been highlighted by users, making tasks like bulk editing, integration with APIs, and comprehensive reporting easier to execute. This design consistency across Google products enhances user experience and usability.

Smart Bidding Features: Users find the smart bidding features, campaign management tools, and audience targeting options beneficial for optimizing their campaigns and effectively targeting specific audiences.

Reviews

45 Reviews

Google Marketing Platform help us to leverage valuable business insights

Rating: 9 out of 10

Incentivized

May 7, 2024

Use Cases and Deployment Scope

We use Google Marketing Platform for media analysis and optimisation. Understanding our online data is key to improve the way we drive decisions regarding investment allocation between all our media platforms. Thanks to Google Marketing Platform powerful tools we are able to make data accessible for media and digital stakeholders and help them improving ROAS. One of our use case is about matching our online data (collected in Google Analytics) and our offline data (collected backend) in order to understand the best digital paths that lead to a business conversion (which always occur offline). Through Google Cloud Platform, BigQuery and Looker Studio especially we are then able to simplify the way our online/offline tables can be used troughout the organization by digital stakeholders.

Pros

Data accessibility
Data visualization

Cons

Connectors in third party platforms (eg Power BI)
Formation for beginners

Likelihood to Recommend

Google Marketing Platform is particularly well suited when you aim at investing media budgets on Google digital environment. Or when you want to easily build bridges between tools, for example if you are using Google Analytics and Google Ads you can implement automated retargeted audiences based on user behavior on your app or website.

Verified User

Analyst in Marketing (10,001+ employees)

Vetted Review

8 years of experience

I only really use a couple features in GMP

Rating: 5 out of 10

Incentivized

December 23, 2021

Use Cases and Deployment Scope

We use several Google products within our organization that [is] part of the Google Marketing Platform -- specifically, Google Analytics, Data Studio, Tag Manager, Campaign Manager. We had been using these products individually to run ads, manage site tags, and check website traffic performance. We are also heavy utilizers of Google Data Studio (in combination with Improvado and Google Big Query) to provide live performance dashboards to our clients that show performance from Google and non-Google platforms.

Pros

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).

Cons

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.

Likelihood to Recommend

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.

Tegan Jenner

Senior Data Analyst in Social Media at Helen & Gertrude (11-50 employees)

Vetted Review

2 years of experience

View profile

DoubleClick does the Trick

Rating: 10 out of 10

Incentivized

December 20, 2021

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

Bulk editing capabilities
Easy integration with APIs
User friendly & intuitive UI
Comprehensive reporting

Cons

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

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.

Kevin Babcock

Senior Digital Marketing Consultant in Marketing at Travelers (10,001+ employees)

Vetted Review

6 years of experience

View profile

Great Platform And Would Recommend

Rating: 7 out of 10

Incentivized

December 9, 2021

Use Cases and Deployment Scope

Partnering with Search Ads 360 for Smart Bidding allowed us to take our paid search activity to the next level. Implementing Smart Bidding has been a game-changer for us and we’re excited to see further development in the feature.

Pros

Smart bidding.
Campaign management.
Audience targeting.

Cons

Microsoft integration.
Day parting.

Likelihood to Recommend

Our teams work together in one environment where we can see audience insights, what creative we’re running and where, how it’s performing, and make changes almost in real-time.

Verified User

Director in Marketing (501-1000 employees)

Vetted Review

3 years of experience

Google marketing Platform meets all our needs and comes with a great support team.

Rating: 9 out of 10

Incentivized

January 18, 2020

Use Cases and Deployment Scope

GMP is used to manage ad delivery for a number of our clients across 9 countries in Asia. It's mainly used for display and video campaigns. We use DV360 and campaign managers regularly, and spend over $1M USD annually. It enables us to manage ad delivery across multiple networks from a single platform with excellent targeting options.

Pros

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.

Cons

I would like to see an easier reporting process similar to the reporting service in the Adwords platforms.

Likelihood to Recommend

Very good with medium to large budgets that want reach across multiple ad networks with good brand safety. Hard to justify use on smaller budgets due to tech fees charged.

Verified User

Professional in Professional Services (201-500 employees)

Vetted Review

3 years of experience

Easiest to Use

Rating: 9 out of 10

Incentivized

January 16, 2020

Use Cases and Deployment Scope

Google Marketing Platform (GMP) is the main platform used by my agency across the whole organization - by multiple departments. We use it to manage our digital media.

Pros

Intuitive and easily navigable interface.
Widely used and recognized.

Cons

Support is sometimes lacking when it comes to more complex situations.
There needs to be more options for exporting information.

Likelihood to Recommend

I have used several other ad servers and have found them to be either greatly lacking in features that GMP provides, or so un-intuitive that navigating through and using the ad server was extremely frustrating and time consuming. While not perfect, GMP is currently the best relative to other platforms.

Verified User

Director in Marketing (201-500 employees)

Vetted Review

12 years of experience

One of the best platforms for attribution tracking

Rating: 7 out of 10

Incentivized

October 23, 2019

Use Cases and Deployment Scope

Google Marketing Platform is used frequently at my company, from the primary ad server to the supplemental reporting tool. I currently use Google Marketing Platform to measure and attribute website actions and online and offline revenue for our website. It gives us a deeper understanding of the impact and effectiveness of our advertising, especially our brand-focused campaigns beyond simple performance metrics like clicks or impressions.

Pros

Extensive reporting across platforms.
Campaign optimization.
Connects with Google Ads and other Google products.
Performance metrics.
Attribution reporting.

Cons

Tracking ad quality can be very difficult.
Google connection is not always realtime.
Tedious ad preference updating.

Likelihood to Recommend

Although the platform is expensive, it is very helpful for attribution reporting and is a widely used platform for ad placements. I feel like I have decent ad placement coverage with this tool and I can get accurate ROI data from each ad.

Verified User

Manager in Marketing (501-1000 employees)

Vetted Review

5 years of experience

Google Marketing Platforms: The Maserati of Marketing Tools

Rating: 9 out of 10

Incentivized

October 10, 2019

Use Cases and Deployment Scope

We’re using Google Marketing platforms across all digital activations in the agency. From trafficking display ads with campaign manager to reporting and optimizing keywords campaigns with Search Ads 360 and Display & Video Ads 360, Google Marketing platforms are nearly required across all of our brands’ marketing activities in Latin America. Leveraging the tools capabilities for bid optimizations are also important for our performance accounts.

Pros

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

Cons

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

Likelihood to Recommend

For reporting across multiple marketing engines and platforms, Google Marketing tools simplifies reporting capabilities under one window. It also creates efficiencies with process and implementations so there’s no need to make the same budget changes or bid changes across different engines multiple times. Unless a user intends to use one engine for marketing needs, Google Marketing platforms are a plus.

Verified User

Director in Marketing (1001-5000 employees)

Vetted Review

5 years of experience

An integral piece of our digital advertising attribution process.

Rating: 8 out of 10

Incentivized

October 8, 2019

Use Cases and Deployment Scope

Google Marketing Platform is being used to a varying degree at my company, from primary ad server to supplemental reporting tool. My team currently uses it to measure and attribute website actions and online + offline revenue to digital advertising for our client. It gives us a deeper understanding of the impact and effectiveness of our client's advertising, beyond simple performance metrics like clicks or impressions.

Pros

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.

Cons

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.

Likelihood to Recommend

Google Marketing Platform is well-suited to handle digital advertising campaigns that span multiple media types (e.g. display, video, search). It offers a very large selection of reporting metrics and features that span all media types.

I would likely recommend a different ad serving/reporting platform for video-only campaigns, as they offer more hands-on creative and trafficking services.

Verified User

Supervisor in Marketing (501-1000 employees)

Vetted Review

3 years of experience

Fantastic ad manager for advertisers

Rating: 8 out of 10

Incentivized

October 8, 2019

Use Cases and Deployment Scope

We prefer to use it over other media marketing platforms because of it's easy, well documented and professional support. As advertisers, we upload the media that gets pushed to creative and it is much easier to do it on Google Marketing Platform than on Sizmek. This allows us to document and keep track of creative and ensures that when we push it to the advertisers or buyers, that our packages are accounted for, rather than lost in email threads.

Pros

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.

Cons

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.

Likelihood to Recommend

Google Marketing Platform is the lead for advertising campaign management. We work with all sorts of large and small clients who use it to manage and track the creative we send. Wherever I've worked, it has been the most preferred data management platform for advertising channels. Google Marketing Platform made this integration easy and not working with multiple ad-servers.

Collin Berg

Lead Web Developer at SJI Associates | Full-Service Creative Agency (11-50 employees)

Vetted Review

3 years of experience

View profile

Loading Reviews List....

I only really use a couple features in GMP

Rating: 5 out of 10

Incentivized

December 23, 2021

Use Cases and Deployment Scope

Pros

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).

Cons

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.

Likelihood to Recommend

Tegan Jenner

Senior Data Analyst in Social Media at Helen & Gertrude (11-50 employees)

Vetted Review

2 years of experience

View profile