On Wednesday, Google announced their decision to retire the Adwords and Double Click brands in an effort to simplify and consolidate their brands and better reflect each of the product’s capabilities: Here’s a run-down of the key changes…
1. Google Ads
Google AdWords is now Google Ads.
Since its original launch nearly 18 years ago, Google AdWords revolutionised the world of search marketing by offering businesses a way to connect with prospective customers at the exact moment they’re looking for a product or service.
This was ideal in a time when consumers performed the vast majority of their research by typing keywords and phrases into a web browser on a desktop computer, but the consumers of today follow a very different journey. In an age where mobile is a huge part of our everyday lives, most consumers now adopt a multi-channel approach to browsing and using the web and the way businesses advertise needs to reflect that.
By recreating Google AdWords under the new Google Ads banner, businesses will now be able to manage all their advertising efforts, whether it be through search, videos, maps or apps from a single advertising platform, hopefully making for a simpler end-to-end experience.
2. Google Marketing Platform
DoubleClick advertiser products and the Google Analytics 360 suites are now part of the Google Marketing Platform.
Any experienced marketer knows that advertising and analytics go hand-in-hand—no one wants to waste money on ineffective marketing strategies, so every advertising effort needs to be monitored, measured and optimised to make sure you’re getting the most bang for your buck.
By pulling the DoubleClick for advertiser products and the Google Analytics 360 suites into a single, integrated platform it should make it easier to plan, buy, measure and optimise advertising campaigns, making for an overall better customer experience while reducing wasted expenditure.
The new Google Marketing Platform will also introduce the Display and Video 360 products, which will integrate features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre, with more details to be released in the coming weeks.
3. Google Ad Manager
DoubleClick for Publishers and DoubleClick Ad Exchange are now integrated into the Google Ad Manager platform.
This change is designed to make it easier for publishers to manage their business in response to the growing popularity of programmatic advertising. Ultimately, the new integrated platform will give publishers confidence that their brand will be respected, and that their users will be protected from inappropriate or malicious ads.
With each of the new brands set to roll out over the coming month, at Synq we’re eagerly anticipating the changes and can’t wait to see what new efficiencies they’ll help us deliver for our clients!