Jul 16, 2018

google adwords

Google is re-branding its advertising products on the 24th of July. The organisation which is the accepted market leader search engine, is changing the way its advertising products are named, described and branded.

  • Google AdWords is to become Google Ads.
  • DoubleClick advertiser products and Google Analytics 360 Suite are now marketed as Google Marketing Platform.
  • DoubleClick for Publishers and DoubleClick Ad Exchange are combined into Google Ad Manager.

These changes are made to make your experience much more sleek and simple. As well as changing the name, Google is also rolling out a whole new layout for AdWords to allow users a more friendly experience.

Who is Google?

The name Google has entered the language. We now refer to ‘googling’ for something when we look up a product, service or subject. The multinational said it was getting feedback that its range of products, and the disparity of names, was causing confusion.

old google website

Many of its brands had entered the Google stable through acquisition and that was the basis for the confusion. Google’s senior vice president Sridhar Ramaswamy said the change was mainly a name change though it illustrated ‘where we want the product to go’.

What are the Google Advertising Products?

Google’s advertising products are being divided up into three major brands. The best known, is AdWords, which will now become known as Google Ads. Ramaswamy said ‘this will serve as the front door for advertisers to buy on all Google surfaces’ What he means by that is whether you’re looking at display ads, search, You Tube videos, app ads or location listings, all will be known as Google Ads.

AdWords has been around for 18 years. When it was launched with just three or four hundred advertisers it was designed for text ads on desktop computers. Today it’s evolved into the leading search advertising brand working across so many areas carrying billions of pounds of advertising. The name has become a misnomer as it’s no longer just about words, so Google Ads is considered more accurately descriptive.

The new AdWords layout.

new adwords interface

As you can see with the image above, AdWords has already begun their new makeover, showing a new simple design that is now more user-friendly than it was before. Showing off a very simple-to-use sidebar that allows you to navigate across your accounts/campaigns/ad-groups with ease. Personally, I do believe this is a good move from Google as it would attract many more users to better understand the benefits of PPC advertising.

Note: You can revert back to your original AdWords through the settings - for now.

How does the AdWords re-brand effect you?

adwords beginning to alert users over rebrand

Small and medium sized businesses are the big growth opportunity for Google. Whilst big advertisers have the resources to instigate complex digital marketing campaigns, smaller business rely more heavily on automated delivery systems, answered now by Google Smart Campaigns. It will allow a company to identify the actions they want to prioritise, such as store visits or phone calls or online purchases. Then the Google Ads will use machine learning to optimise the images and text then targeting that will drive those actions.

If you would like to learn more about how Google Ads and general PPC can benefit you, contact us today.