Google AdWords is Now Google Ads, Changes and Expectations

Google AdWords changes to Google Ads - DoubleClick consolidates with Google AdManager

Google Consolidates Ad offerings into 3 New Brands

Say Good-bye to Google AdWords!

 

Google has consolidated its ad offerings into 3 Google brands, Google Ads, Google Marketing Platform, and Google Ad Manager, making it easier for marketers and small businesses to streamline their advertising initiatives.

 

Google AdWords Has Become Google Ads, but what Does it Mean?

Short Answer: Advertising on Google platforms is now more streamlined, more accessible and more unified.

All of AdWords’ capabilities are still in full effect but with less platforms, saving your business time and helping your marketing team engage with the billions of people searching for answers on Google Search, or while watching videos on YouTube, browsing the Google Play Store, using various apps, exploring on Google Maps, as well as browsing through various publishing sites relevant to user’s interests. 

Bottom line is…

Google Ads is just a rebranded and more efficient version of AdWords that makes it easier for marketers to collaborate and gain valuable insights without having to jump between multiple platforms.

What is the Google Marketing Platform?

Google Analytics 360 and DoubleClick have merged into a single marketing platform called Google Marketing Platform.  The platform will help marketing agencies better plan, buy, measure and optimize their digital assets and have more meaningful insights into their customer experience, all in one unified marketing environment. 

Display and Video 360 is also a part of this portfolio, consolidating features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. 

This update will enable creative, agency, and media teams to execute collaborative projects seamlessly, end-to-end. 

What’s Google Ad Manager?

Google Ad Manager is the result of consolidating DoubleClick for Publishers and DoubleClick Ad Exchange. By unifying the platforms it’s expected to enable Google partners to be more efficient and profitable. 

Google recognized that people are accessing ads across multiple screens, as a response to the growing demand from advertisers’ needing programmatic access, the update will enable publishers handle the growing demand.

What drove the decision to consolidate & rebrand?

In a press briefing, Dan Taylor, Marketing Director of Google Platforms, noted that the decision was not related to any issues with programmatic advertising, he later revealed that Google has been actively working to evolve the brands. 

“The decision to evolve the names was not related to exogenous factors […] as we have been actively working to evolve the brands,” Taylor added. Instead, the move follows an increasing demand from advertisers to better integrate the products Google offers as the current platform was “not as intuitive or suggestive in the UI”.

“A high number of customers were linking their own accounts across the different offerings on their own, and a big part of the client feedback was how we could make this easier and connect the dots on this single commercial offering. That being said, agencies and marketers still have the option to buy specific features and offerings and do not have to pay for the entire integrated platform,” concluded Taylor. 

About Us

Captive Nest is a digital advertising agency that specializes in Capturing, Nurturing, and Converting web traffic through web design, and managed marketing services for small to medium-sized businesses.  

Our mission is to empower businesses through creativity, quality, and focus. We strive to shorten sales cycles by creating experiences and a sense of urgency.

Comments

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  • Andrew
    July 27, 2018 at 7:44 pm

    Thank you for writing this insightful article. I wonder if there is a learning curve to managing these consolidated platforms and if it’s possible to do with a small team.

  • Amy Elise
    July 27, 2018 at 7:58 pm

    Came from Instagram to see what’s up. Great post! (:

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