Unlike Google Ads, Google Marketing Platform (GMP) lets you consolidate all of your ads, Google and non-Google, into one central location. Users can enact changes across all of their channels from one place and track performance.
With cross-channel data integration, retailers can view the customer journey across their different advertising platforms, including Search and programmatic display ads.
Google Ads is free to sign up for, and advertisers only pay when their ads are clicked. GMP, however, has a starting fee of £10,000 a month. The main audience for this platform is enterprise-level businesses that use multiple channels and multiple websites for their advertising.