Why would a brand as well-established as Google change the look of its services? The original version of Google AdWords was launched 18 years ago, and since then both technology and the market have changed significantly. According to Sridhar Ramaswamy, Vice President of E-commerce, the new look of the services will be simpler and much more practical for marketers.
However, this is primarily a change of names; according to Ramaswamy, this change is the result of long-term work and reflects the direction in which Google’s services are heading.
All advertising services will be divided into three brands: Google Ads, Google Ads Manager and Google Marketing Platform. Functionally, nothing should change. You won’t need to learn anything new to use these services.
AdWords is dead, long live Ads
Google AdWords will now be called Google Ads. The service will act as a gateway to various types of advertising, whether in search, on YouTube, within Google Play, Google Maps, or for display campaigns.
A new type of campaign called ‘Smart Campaigns’ will be created specifically for small businesses, designed to help them get started with online marketing. This will be the default setting for small businesses.
The business selects the objective that is relevant to them (such as a phone call or a purchase), and Google Ads then uses machine learning technologies to optimise images, text and targeting. You can find out more about this type of campaign on the Google blog. Alternatively, you can watch the livestream tomorrow, 10 July.
Google Marketing Platform will bring together two services
Large companies and marketing agencies will soon start using the Google Marketing Platform. This will combine the three current services: DoubleClick and Google Analytics 360.
“We’ve heard from marketers that using advertising and analytics together has a whole host of benefits, such as helping them understand their customers better. Google Marketing Platform will help marketers plan, buy, measure and optimise advertising all in one place
,” writes Sridhar Ramaswamy.
Within the Marketing Platform, marketers also have the option to explore various Google tools.
It will also include the Display & Video 360 service, which combines DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. This integration will be of particular use to creative agencies. You can find out more on the livestream
, and a demo should also be available by now.
Advertisers will get a new Ad Manager
The third new feature is designed for people who rent out advertising space on their websites. The service combines DoubleClick for Publishers and DoubleClick Ad Exchange
“Content publishers need management to be simpler and more efficient. That’s why we’ve spent the last three years working on designing a new platform for them
,” adds Sridhar Ramaswamy.
