The 18 years long-standing complex ad products lineup of Google is rebranded.
Later in the last month, Google’s ad efforts led Sridhar Ramaswamy in a press announcement and told about search giant’s plan to rebrand AdWords in an effort to trim down the large ad products and brands that were assembled through acquisitions. The move is said to be initiated by consistent feedbacks they received over the years about the confusion that a lot of ad products create for advertisers.
However, it’s not just re-christening of the AdWords as a brand but there are core changes introduced as well.
Quoting the change in the dynamics of online search and how people use the Internet, Ramaswamy emphasized on the changes that are brought on by the explosion in mobile use and how small businesses are using the Internet to promote themselves.
On Google blog, he says, “That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.”
So, it’s not just renaming but Google ad products will now be divided into 3 major brands:
Google Ads, Google Marketing Platform, and Google Ad Manager
The All New Google Ads
The same features that were available for advertisers on AdWords will be available for advertisers to connect with their customers on the web, through YouTube videos, Google Maps, and Google Play Store. Speaking of change, for small advertisers, Google has launched a feature called the Smart Campaigns. This will be the default mode for small businesses and will allow advertisers to identify the action behind running ads i.e. whether they want a lead, conversion or follow up. The Google Ads will use machine learning to optimize texts, images and targeting focused on those actions to maximize returns.
Their new Google Ads is a brand, small advertisers should be very interested in. If you are a small business owner then make sure to check out this post to understand what Google Ads has to offer.
Google Marketing Platform
Another major revelation is the Google Marketing Platform that merges the DoubleClick Marketing and Google Analytics 360 into a single brand. According to Ramaswamy, the company has been receiving feedback from enterprise marketers that there are real benefits of using analytics and ads together as it offers a better understanding of their customers and optimizes their ads.
Now marketers will have a new product called the Display and Video 360 that will offer them combined features of Double Bid Manager, Studio, and Audience Center, and Campaign Manager.
Dan Taylor, Managing Director for Platforms says with Google Marketing Platform they are responding to the growing need for collaboration.
Learn more about Google Marketing Platform from the official blog.
Google Ad Manager
“We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently,” says Ramaswamy.
The Google Ad Manager offers this capability for publishers by combining Google’s existing monetizing tools DoubleClick Ad Exchange and DoubleClick for Publishers. As programmatic ad-buying becomes more prevalent, it is necessary to provide publishers with the necessary tools to keep up with this change.
The only bittersweet experience associated with this rebranding is the demise of DoubleClick brand, says Ramaswamy.
No changes are made to AdSense and Admob brands and they will continue to operate as usual.
With the rebranding completely rolled out, Google says there will be no need of training or product migration. The only major change advertisers and publishers are going to experience is the shift in look and feel of the tools but no change in core functionalities.
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