AdWords and DoubleClick brands will soon conclude. As part of a all-inclusive effort to reorganise its offerings, Google’s leading advertising products are getting new names and reorganizing to better reflect their current capabilities and where the company sees trails for growth.
Along with the rebranding, Google is also announcing some new services that further the push toward streamlining its advertising aids.
There will now be three primary brands:
- Google AdWords is now Google Ads
- DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform
- DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager
What’s under the hood of the products largely isn’t changing. Rather these are primarily name changes that are “indicative of where we have been directing products over the last few years,” said Sridhar Ramaswamy, Google’s SVP of ads, at a press briefing Tuesday.
“Consumer expectations from mobile are on the rise…. Opportunity for advertisers is on the rise as well,” said Ramaswamy.
As Google has acquired and developed new ad products, formats and measurement solutions to encounter trending requirements, its offerings have developed more multifarious and abundant over the past two decades. That’s made it tougher for marketers, publishers and agencies to recognize and select the right Google offerings for their needs, Ramaswamy clarified. The latest branding under three loads makes the starting point for advertisers easier to figure out, and latest solutions are aimed at helping advertisers reach better results more faster and easier.
Here’s a look at the new brands and solutions announced Wednesday.
Google Ads
When it launched in 2000 with roughly 350 advertisers, AdWords was a podium for running text ads on desktop Search. Google co-founder and CEO Larry Page said at the time, “AdWords offers the most technologically advanced features available, enabling any advertiser to quickly design a flexible program that best fits its online marketing goals and budget.”
Fast-forward 18 years, and AdWords has evolved into a stage that provides many different ad formats — text, shopping, display, video, app install — across Search, YouTube, Gmail, Maps and a network of partner sites and apps. Millions of advertisers spend billions on the platform annually. It’s outgrown its name.
As Google’s head of ads and commerce, Sridhar Ramaswamy, refers to latest branding in an interview with Search Engine Land on Tuesday:
“With Google Ads as opposed to Google AdWords, it is moving the imperceptible default opinion that you get as an advertiser when you hear ‘Google AdWords’ … you think, ‘Oh, Words. Search.’ It’s basically a slight cognitive dissonance to all the other great things that we are doing in terms of both the format and surfaces these ads can show. And so, Google Ads, in our opinion, is a much more straightforward representation of what Google advertising can provide. It’s that simplicity and alignment of the core message from the first instant you hear the name, which is the goal.”
If you’re thinking, as we are, if the AdWords interface that will develop to be the default way promoters engage with the platform over the next few months came through in expectation of the re-branding and focus on simplification, it turns out it was more of a quirk. The UI overhaul really was solely driven by the technology challenges of an eight-year-old framework
Small and medium businesses remain to provide a noteworthy development prospect for Google. In furthering the essence of easiness, the company declared Smart Campaigns for small organizations who don’t have the time or resources to cope up with multifarious digital advertising campaigns. Smart Campaigns depend on machine learning and, like Smart Display Campaigns and Universal App Campaigns, the ad creative, targeting and delivery are largely automated. The campaign type will be the default for new advertisers in Google Ads.
About the Author
Ramiz Al Jalbani
Ramiz is a content writer and a supply chain professional focused on IT and Trading. He has a wide experience of using the new and latest technology to trade businesses. A true Middle Eastern and South Asian Market insider, Ramiz shares his thoughts and opinions in the form of weekly essays that you can subscribe to via subscribing to blog of Ava IT Solutions or email. He has written numerous essays, articles and blogs which have been featured and quoted in different journals around the globe. The topics range from Digital Marketing, Social Media Trends, Technology Trends and Integration of Business Processes to IT.
