Redefining the brand.
Announced June 27, 2018 on Google’s inside blog article, the search giant has opted to go in a different route to introduce a simpler AdWords brand and solution for advertisers and publishers.
With the ever changing online landscape, brands are always looking for ways to reinvent themselves. Google is no exception. Seeking to build a new vision that correlates with tomorrow’s technologies.
Google AdWords Becomes Google Ads.
As Google has grown over the last two decades, the need for an easier solution for advertisers and publishers has always been present. Similarly, they have carried that theme into their full range of advertising products to reflect future growth.
As a result DoubleClick and Google Analytics 360 Suite have merged. They will now be called Google Marketing Platform. DoubleClick for Publishers and DoubleClick Ad Exchange will also be incorporated to now be called Google Ad Manager.
Under the hood.
On Tuesday’s press briefing, Sridhar Ramaswamy, Google’s SVP of ads noted that these changes are “indicative of where we have been directing products over the last few years. Consumer expectations from mobile are on the rise…. Opportunity for advertisers is on the rise as well”.
In layman’s terms, nothing major is changing with the products (at the moment..) but more of a name change.
On the horizon.
Opportunities for marketers to reach more people across channels and formats will continue to grow. The consumer journey is becoming more complex. Above all, the ability to connect with audiences at every step will be crucial to effective campaigns.
With Google unifying existing solutions, the capabilities for advertisers and publishers of all sizes are endless. Additionally, Youtube, apps, and gmail are continuing to evolve at a rapid pace and Google see’s a lot of runway ahead for what’s to come.
The new Google Ads, Google Marketing Platform and Google Ad Manager brands will start roll out over the next month.