On June 27th, Sridhar Ramaswamy, the senior vice president of Ads & Commerce
Google, announced that after 18 and 22 years, respectively, AdWords and DoubleClick will be renamed and reorganized to reflect their current and future capabilities. The change will take place on July 24th, 2018. Google AdWords will become Google Ads. As before, it will continue to represent the full range of campaign types which include Search, Display and Video.
DoubleClick advertiser products and Google Analytics 360 Suite will become part of the new Google Marketing Platform. Also, DoubleClick for Publishers and DoubleClick Ad Exchange will be part of new unified platform known a Google Ad Manager.
Ramaswamy explained in his Inside AdWords post that the change is taking place because Google wants to provide simpler brands and solutions for its advertising product. He states:
“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.”
The plethora of products, formats and measurement solutions offered by Google to advertisers and marketers has become more and more complicated over the last two decades. Consequently, Ramaswamy believes that it has become more difficult for advertisers, publishers and agencies to figure out which Google products are right for them. By reorganizing and rebranding its products, Google is hoping to make it simpler for advertisers to determine which products are suitable for them and will help them achieve their goals more effectively.
When Google AdWords platform was originally developed, its main focus was text ads on Google search results. However, over its nearly two-decade lifespan, it has evolved to meet the demands of a highly mobile and visual environment. The brand “AdWords” no longer represents the platform’s true current and future capabilities. The platform can be used by advertisers to create not only text ads but shopping, display, video and app install ads which can be shown across Search, YouTube, Gmail, Maps and a network of partner sites and apps. Therefore, Google decided that the change to Google Ads was necessary since it is a simpler and less confusing representation of what the platform is capable of offering advertisers.
As most of us know, the key to achieving success in search advertising is being able to develop an effective list of keywords which will trigger your ads and hopefully earn you those much sought-after conversions. Of course, there is a number of other factors which also play a vital role. These factors include the location and audience you choose to display your ads to.
Recently, experts have suggested that Google is slowly moving away from keywords in favour of audience-centric targeting. This type of ad targeting is similar to that used by advertisers in social networking platforms like Facebook and LinkedIn. This is a shift towards a more holistic approach to online advertising, which does not result in measurable conversions. Advertisers will be able to target the right message to the right person with much more precision than ever before.