Google Marketing Platform Features

Channel Functionality (1)

Video Functionality (1)

Mobile Functionality (1)

Campaign Management (13)

Campaign Dashboard: Based on 181 Google Marketing Platform reviews and verified by the G2 Product R&D team. Overview of all media purchases and campaigns in a single interface.
Campaign Optimization: Based on 177 Google Marketing Platform reviews and verified by the G2 Product R&D team. Enables marketer to set metrics by which their campaigns are automatically optimized.
Reach: Based on 156 Google Marketing Platform reviews and verified by the G2 Product R&D team. Amount and quality of inventory partner sites on which ads can be placed.
Bulk Editing: Based on 150 Google Marketing Platform reviews and verified by the G2 Product R&D team. Enables marketers to edit campaigns in bulk as opposed to one piece at a time.
Batch Uploading: Based on 154 Google Marketing Platform reviews and verified by the G2 Product R&D team. Allows marketer to upload campaign inventory in a single batch instead of one piece at a time.
Brand Safety: Based on 142 Google Marketing Platform reviews and verified by the G2 Product R&D team. Ensures marketer's ads are placed on respectable websites that won't damage brand image or reputation.
Fraud Protection: Based on 129 Google Marketing Platform reviews and verified by the G2 Product R&D team. Ensures marketer's ad reach and performance is not inflated by bots or spam websites.
Frequency Capping: Allows marketer to set a limit on how many times a consumer sees their ad. 73 reviewers of Google Marketing Platform have provided feedback on this feature.
Budget Pacing: Allows marketer to set a daily or weekly campaign budget that the ad sever uses to make appropriate bids. This feature was mentioned in 69 Google Marketing Platform reviews.
Creative Optimization: Based on 149 Google Marketing Platform reviews and verified by the G2 Product R&D team. Tools offered for creating and optimizing creative components of campaigns.
Rich Media Capabilties: Based on 141 Google Marketing Platform reviews and verified by the G2 Product R&D team. Supports rich media display and video ads that involve user interaction.
In-App Ads: Allows for ads to be placed in mobile apps. This feature was mentioned in 39 Google Marketing Platform reviews.
Mobile Rich Media Capabilities: Based on 94 Google Marketing Platform reviews and verified by the G2 Product R&D team. Supports rich media mobile ads that involve user interaction.

Targeting (4)

Targeting: Based on 160 Google Marketing Platform reviews and verified by the G2 Product R&D team. Able to target desired audiences based on demographics and behavior variables.
Retargeting: Based on 150 Google Marketing Platform reviews and verified by the G2 Product R&D team. Able to retarget previous impressions to your site across the web to increase conversion rates.
Geo-Targeting: Based on 150 Google Marketing Platform reviews and verified by the G2 Product R&D team. Able to tailor ads based on consumer general region, state or designated market area (DMA).
Contextual Targeting: Able to match the marketer's ad with specific content on a site or page. This feature was mentioned in 69 Google Marketing Platform reviews.

Mobile (3)

Mobile Tracking: Able to track consumers on their mobile devices where cookies do not apply. 112 reviewers of Google Marketing Platform have provided feedback on this feature.
In-App Ads: Allows for ads to be placed in mobile apps. 39 reviewers of Google Marketing Platform have provided feedback on this feature.
Mobile Rich Media Capabilities: Based on 94 Google Marketing Platform reviews and verified by the G2 Product R&D team. Supports rich media mobile ads that involve user interaction.

Demand Side Platforms (4)

Machine Learning Optimization: Based on 44 Google Marketing Platform reviews and verified by the G2 Product R&D team. DSP learns from previous ad buys and optimizes bidding to increase marketer's ROI
Estimate and Projections: Based on 49 Google Marketing Platform reviews and verified by the G2 Product R&D team. DSP pulls accurate estimates of available impressions and their cost.
Cross-Device Capabilities: Based on 49 Google Marketing Platform reviews and verified by the G2 Product R&D team. Able to use functions such as targeting, frequency capping, budget pacing, creative optimization, etc. across mobile devices
Cross Channel Capabilities: DSP has the ability to place ads accross multiple mediums; such as display, video, audio, mobile, etc.

Platform (17)

API / Integrations: As reported in 55 Google Marketing Platform reviews. Application Programming Interface - Specification for how the application communicates with other software such as other ad servers, DSPs, DMPs, etc.
Custom Reports: Based on 164 Google Marketing Platform reviews and verified by the G2 Product R&D team. Able to create custom reports to cater to specific metrics and key performance indicators.
User, Role, and Access Management: Based on 159 Google Marketing Platform reviews and verified by the G2 Product R&D team. Grant access to select data, features, objects, etc. based on the users, user role, groups, etc.
Performance and Reliability: Based on 169 Google Marketing Platform reviews and verified by the G2 Product R&D team. 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.
Enterprise Scalability: Based on 145 Google Marketing Platform reviews and verified by the G2 Product R&D team. Provides features to allow scaling for large organizations.
Customization: Based on 152 Google Marketing Platform reviews and verified by the G2 Product R&D team. Allows administrators to customize to accommodate their unique process. Includes ability to create custom objects, fields, rules, calculations, and views.
Workflow Capability: Based on 152 Google Marketing Platform reviews and verified by the G2 Product R&D team. 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.
Internationalization: Based on 117 Google Marketing Platform reviews and verified by the G2 Product R&D team. 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.
Notifications: Based on 136 Google Marketing Platform reviews and verified by the G2 Product R&D team. Alerts marketer of the performance of particular campaigns.
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. This feature was mentioned in 72 Google Marketing Platform reviews.
Notifications: Based on 83 Google Marketing Platform reviews. Able to set custom alerts to notify you of changes to key performance indicators.
Customization: Able to customize metrics and other platform features based on personalized needs. 85 reviewers of Google Marketing Platform have provided feedback on this feature.
User, Role, and Access Management: Based on 90 Google Marketing Platform reviews. Grant access to select data, features, objects, etc. based on the users, user role, groups, etc.
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. This feature was mentioned in 98 Google Marketing Platform reviews.
Enterprise Scalability: Provides features to allow scaling for large organizations. 87 reviewers of Google Marketing Platform have provided feedback on this feature.
Workflow Capability: As reported in 85 Google Marketing Platform reviews. 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.
Internationalization: As reported in 68 Google Marketing Platform reviews. Enables users to view and transact business with the same content in multiple languages and currencies.

Campaign Management & Optimization (11)

Paid Keyword Optimization: As reported in 89 Google Marketing Platform reviews. Helps find the right keywords to drive relevant traffic to your website.
Bid Rules: As reported in 86 Google Marketing Platform reviews. Able to set rules to minimize pay per click cost or maximize conversions from your keywords.
Ad Creation and Editing: As reported in 84 Google Marketing Platform reviews. Can manage and bulk upload changes to multiple platforms.
Ad and Landing Page Scheduling: As reported in 83 Google Marketing Platform reviews. Automate copy changes by scheduling changes in advance.
Scenario Planning: Based on 68 Google Marketing Platform reviews. Predict clicks, costs, conversions, and ROI based on spend scenarios to allow you to estimate results prior to running a campaign.
Portfolio Bid Optimization: Based on 82 Google Marketing Platform reviews. 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.
Advanced Targeting Options: Based on 88 Google Marketing Platform reviews. Target customers by options beyond keywords such as location, time of day or week, or by devices.
Offline Capabilities: Able to quickly make bulk changes through a desktop editor. 61 reviewers of Google Marketing Platform have provided feedback on this feature.
Extensions: Able to manage ad extensions such as click-to-call, sitelinks, locations, and mobile app downloads. This feature was mentioned in 78 Google Marketing Platform reviews.
Product Listing Ads: Supports product listing ads, allowing users to edit ads and track PLA performance. 68 reviewers of Google Marketing Platform have provided feedback on this feature.
Budget Execution & Monitoring: As reported in 91 Google Marketing Platform reviews. Set a budget plan and automate it’s execution with monitoring capabilities.

Analytics & Administration (3)

Ad and Conversion Tracking: Based on 97 Google Marketing Platform reviews. Tracks effectiveness of ads and which ads or campaigns are receiving clicks and conversions.
Attribution: Able to track click path of users that come to your site via paid search and if they convert to customers. 94 reviewers of Google Marketing Platform have provided feedback on this feature.
Reports: As reported in 98 Google Marketing Platform reviews. Reports created by the user to cater to specific metrics and key performance indicators.

Platform Interoperability (3)

Close Ecosystem API: Has an official API marketing partner status with at least three closed ecosystems (i.e. Amazon, Facebook, Google, etc.) to provide access to advertising inventory that is not available through open publisher networks and exchanges. 10 reviewers of Google Marketing Platform have provided feedback on this feature.
Close Ecosystem API: Has an official API marketing partner status with at least three closed ecosystems (i.e. Amazon, Facebook, Google, etc.) to provide access to advertising inventory that is not available through open publisher networks and exchanges.
Close Ecosystem API: Has an official API marketing partner status with at least three closed ecosystems (i.e. Amazon, Facebook, Google, etc.) to provide access to advertising inventory that is not available through open publisher networks and exchanges.

Agentic AI - Display Advertising (6)

Autonomous Task Execution: Capability to perform complex tasks without constant human input
Multi-step Planning: Ability to break down and plan multi-step processes
Cross-system Integration: Works across multiple software systems or databases
Adaptive Learning: Improves performance based on feedback and experience
Proactive Assistance: Anticipates needs and offers suggestions without prompting
Decision Making: Makes informed choices based on available data and objectives

Agentic AI - Mobile Advertising (6)

Autonomous Task Execution: Capability to perform complex tasks without constant human input
Multi-step Planning: Ability to break down and plan multi-step processes
Cross-system Integration: Works across multiple software systems or databases
Adaptive Learning: Improves performance based on feedback and experience
Proactive Assistance: Anticipates needs and offers suggestions without prompting
Decision Making: Makes informed choices based on available data and objectives

Agentic AI - Video Advertising (6)

Autonomous Task Execution: Capability to perform complex tasks without constant human input
Multi-step Planning: Ability to break down and plan multi-step processes
Cross-system Integration: Works across multiple software systems or databases
Adaptive Learning: Improves performance based on feedback and experience
Proactive Assistance: Anticipates needs and offers suggestions without prompting
Decision Making: Makes informed choices based on available data and objectives

Agentic AI - Demand Side Platform (DSP) (6)

Autonomous Task Execution: Capability to perform complex tasks without constant human input
Multi-step Planning: Ability to break down and plan multi-step processes
Cross-system Integration: Works across multiple software systems or databases
Adaptive Learning: Improves performance based on feedback and experience
Proactive Assistance: Anticipates needs and offers suggestions without prompting
Decision Making: Makes informed choices based on available data and objectives

Agentic AI - Cross-Channel Advertising (6)

Autonomous Task Execution: Capability to perform complex tasks without constant human input
Multi-step Planning: Ability to break down and plan multi-step processes
Cross-system Integration: Works across multiple software systems or databases
Adaptive Learning: Improves performance based on feedback and experience
Proactive Assistance: Anticipates needs and offers suggestions without prompting
Decision Making: Makes informed choices based on available data and objectives