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Google is rebranding AdWords & DoubleClick to simplify offering

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In an effort to streamline it’s products, Google is rebranding and reorganising its Google AdWords and DoubleClick products. Google’s flagship advertising products have come a long way over the past 20 years, and it believes that by rebranding them it should better reflect their current capabilities, allow them to grow their product offerings, as well as make it simpler for advertisers. 

So what’s changing?

There will now only be three primary brands:

  • Google AdWords = Google Ads
  • DoubleClick advertiser products & GA 360 = Google Marketing Platform
  • DoubleClick for Publishers & DoubleClick Ad Exchange = Google Ads Manager

Google AdWords will now become Google Ads

Credit: The Keyword, 2018

This week, Google started to send advertisers goodbye notices to the old AdWords interface. From July onwards, all advertisers will have to say ‘Bye!’ to AdWords and ‘Hello’ to Google Ads. Small businesses and new advertisers have previously expressed their confusion around having to use Google AdWords to buy ads on YouTube. To be fair, it is confusing. By rebranding AdWords to Google Ads, Google hopes that the new brand more accurately represents the full range of advertising capabilities that they offer.

DoubleClick advertiser products and Google Analytics 360 Suite will now become Google Marketing Platform

Credit: The Keyword, 2018

By unifying these products, Google believes that this will provide enterprise marketing teams a better understanding of customers and therefore better business performance. This integrated platform should now enable advertisers to plan, buy, measure and optimise digital media in one place.

Credit: Search Engine Land, 2018

Google Ads Manager will now be the unified platform for DoubleClick for Publishers and DoubleClick Ad Exchange

Credit: The Keyword, 2018

For the last three years, Google has been working to bring DoubleClick for Publishers and DoubleClick Ad Exchange into one unified and programmatic platform. They’ve been working on this because of advertiser demands to be able to manage their business more simply and efficiently in a ever evolving content landscape.

What does this mean for you?

Should make it simpler, more insightful, more actionable

These new brands should help advertisers and publishers 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. It should mean more time focusing on the outcome of your campaigns, and less time working out which product is best for you and your business.

Re-branding will take some time

You’ll start to see the new branding launch in the next few weeks, with a view of completing this within the next few months.

In addition to all of this, Google have also announced some new solutions that help advertisers get started with Google Ads

  • Smart Campaigns in Google Ads
    • These have been launched specifically for small advertisers to help them get results without having to do the dirty work. They rely on machine learning and utilise automation through the ad creative, targeting and delivery. They will now be the new default ad format for new advertisers in Google Ads.

Google will be announcing more on these changes at Google Marketing Live 2018

Dan Roberts
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