What is Google Marketing Platform?|How does it work?

Introduction to Google Marketing Platform

A web marketing or online advertising and analytics platform is provided by the Google Marketing Platform for an efficient cross-channel marketing solution. It combines Google’s tools and capabilities. This makes it easier for marketing teams to work together, develop smarter campaigns, and get better results.

This might be difficult for you to be fully aware of the advantages that Google Marketing offers. It has a lot of capabilities that can be utilized in advertising your services. In addition, it is not enough to just be aware of the Google’s services to know how they serve. Thus, we are here to make it a easy walk-through for you.

This single platform enables you to take a systematic, moderate approach to all of your efforts. It also allows you to connect all of your analytics and marketing data. You must be familiar with how it operates in order to fully utilize all of the platform’s capabilities.

We will assist you with it in this article. We shall define Google Marketing Platform and describe its operation. We’ll look at some of the platform’s advantages and point out how it differentiates from Google Ads to assist you in determining which tool would be most effective for your business.

What Is Google Marketing Platform?

Google’s primary media and analytics tools, such as DoubleClick and Analytics 360 Suite, are combined into the Google Marketing Platform. The goal of this makeover was to give marketing professionals a better experience while focused on greater unity. This platform provides a complete and constant marketing experience to all the users and it shall be known as a very user friendly interface.

The platform gives you free marketing tools and also has premium items after making some payment. You will be able to comprehend your audience better with all of these marketing tools. They assist you in gaining insightful information. Hence, the platform makes it simpler for you to distribute data around all of your employees, enhancing internal communication and teamwork.

How does Google Marketing Platform work?

Your ability to plan, purchase, measure, and optimize your online content and consumer engagement in one location is ultimately made possible by the diversity of products on offer.

The tools we mentioned above: DoubleClick and Web Analytics 360, these can be used to expand your platform. This provides your audience quicker and more insightful marketing campaigns. Analytics and Advertising both the tools are used to accomplish this.

Google Marketing Platform allows you to advertise. This tool helps you in growing your business as we have read till now. Moreover, you have certain options or tools available to grow your services. We will now discuss about these tools individually. Let us take a look at them.

source: google

Google Marketing Tools

  • Display and Video 360 is used to handle your display videos, campaign bids, poster and digital images. You will need this tool before you start with the running of advertisements.
  • Search Ads 360 is used to rank the ads over different platforms such as Google Ads,Bing, Yahoo, etc. You will have to use this tool after you start running your ads.
  • Analytics 360 is used to aid in understanding how customers interact with your company.

  • Data Studio is another very creative tool that Google Marketing Platform provides us. This can be used to create visualizations.
  • Optimize 360 is used to conduct experiments and create custom content.
  • Surveys 360 is a tool by Google Marketing Platform that answers the questions and queries by users online.
  • Tag Manager 360 is a single interface tool for managing tags for web and mobile applications.

Some other tools by Google Marketing Platform

  • Marketing Platform Home is a convenient interface in which you can manage all of your sales and administration functions.
  • Integration Center manages the information interfaces across services. Google Marketing Platform offers you 100+ integration tools with different marketing solutions. This will help you to understand how to measure the purchase that you are making.
  • Administration is the area where you may control particular goods, analytics, user settings, permissions, and billing.

These are the basic yet important features of the Google Marketing Platform. The main purpose of this platform is to create an environment for the users so that they can have effectively run their sales. Google makes it easy for all the individuals to create a market place for themselves that helps them increase their sale of services.

Advantages of Google Marketing Platform

The key advantages of Google Marketing Platform are the connectivity and merging capabilities, the user-friendly interface, and the caliber of insights.

We are now going to take you further in detail with the advantages of the platform. Let us now take a look at it:

  • The very known advantage of the platform is that it combines two very essential marketing tools: DoubleClick and Google Analytics 360 Suite.

  • We believe we have mentioned earlier that Doubleclick helps you plan, purchase and measure your search ads. On the other hand, Google Analytics 360 Suite is a premium and much more high profile version of Google Analytics along with five additional products.

  • You may develop more profitable and effective marketing campaigns that produce far better results by utilizing these solutions. These tools work much more effectively when integrated together.

  • Google Marketing Platform offers in-house solutions among approximately 100 connectors. This gives you a flexibility to sit at home and work from a single convenient interface. After that, you can engage and broaden the expansion of your company.
  • You can decide freely what to purchase and how to buy along with what tools you want to use. This platform gives you full liberty to be in complete control of your data.
  • The platform helps you in tracking the user’s experience on more than one devices. This capability of Google Marketing Platform is known as cross-device capability.


We often find people having questions whenever we talk about the Google Marketing Platform whether Google Ads is better than it or not? We can make it clear for you and spare you all the confusion. It totally depends on the scale of your business. Therefore, there is no perfect answer for this.

Google Marketing Platform would be a better choice if it is the case of large scale businesses. The reason for this to happen is that larger companies have high marketing expectations. Hence, Google Marketing Platform and the tools it provides becomes the better and wiser choice for you.

In conclusion, Google Marketing Platform improves performance by streamlining the procurement and execution of media in a manner that improves data measurement.

We hope this article helped you have a brief about the efficient techniques of marketing through Google Marketing Platform. Do keep reading for more.