July 3, 2018 ByCheryl Dykstra
Google recently announced a new rebranding and restructuring
of their popular advertising programs
– AdWords and DoubleClick.
flagship advertising products that were established 18 and 22 years ago are
getting new names and reorganizing to better reflect their current capabilities
and also where the company sees their potential growth. With the rebranding,
Google is also introducing some new solutions that help to simplify their
The three new
primary brands will be:
- Google Ads – formerly Google AdWords
- Google Marketing Platform - DoubleClick advertiser
products and Google Analytics 360 Suite are both included in this new platform
- Google Ad Manager - DoubleClick for Publishers and
DoubleClick Ad Exchange are integrated into this new unified platform
core of the products isn’t largely changed, Google’s SVP of ads, Sridhar
Ramaswamy, said at a press
briefing that these new platforms are, “indicative of where we have been
directing products over the last few years.”
“Consumer expectations from mobile are on the rise….
Opportunity for advertisers is on the rise as well,” said Ramaswamy.
The hope is that with the new streamlined platforms, it will
be easier for publishers and agencies to identify and select the right Google
products for their needs.
Here’s a look at the new brands and solutions:
When it first launched in 2000, Google AdWords was a platform for running text ads
on desktop search.
However, now AdWords has evolved to include many different
formats including text, shopping, display, video, app install — across Search,
YouTube, Gmail, Maps and a network of partner sites and apps.
With the platforms growth the new Google Ads name is much
As Google’s head of ads and commerce, Sridhar Ramaswamy,
said of the new branding in an interview earlier this month:
“With Google Ads as opposed to Google AdWords, it is moving
the imperceptible default opinion that you get as an advertiser when you hear
‘Google AdWords’ … you think, ‘Oh, Words. Search.’ It’s basically a slight
cognitive dissonance to all the other great things that we are doing in terms
of both the format and surfaces these ads can show. And so, Google Ads, in our
opinion, is a much more straightforward representation of what Google
advertising can provide. It’s that simplicity and alignment of the core message
from the first instant you hear the name, which is the goal.”
For enterprise customers, DoubleClick advertiser products
and Analytics 360 now combined under the Google Marketing Platform to help them
plan, buy, measure and optimize digital media buys in one place.
While some companies were already combining these services
on their own, this switch will make that much easier for advertisers.
Another new solution in this platform is Display & Video 360 – which
consolidates DoubleClick Bid Manager (DBM), media planning and reporting
solution DoubleClick Campaign Manager, rich media ad creator tool DoubleClick
Studio and data management platform Google Audience Center 360.
Google’s enterprise-level search management platform,
DoubleClick Search, is becoming Search Ads 360.
Google Data Studio, Optimize 360, Surveys 360 and Tag
Manager 360 are also part of the Google Marketing Platform.
The Google Marketing Platform is set to roll out later this
Google Ad Manager
The final piece of this rebranding is Google Ad Manager,
which combines DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange
Manager will help publishers monetize all the new places where people are
engaging, such as live streams, connected TVs, Accelerated Mobile Pages (AMP),
mobile games and other apps, and platforms like YouTube and Apple News,” Jonathan Bellack, director of product management for
publisher ad platforms, explained.
The new branding and solutions are intended to free up
advertisers and allow them to focus more on improving outcomes and less on
product selection. These solutions are in place to hopefully keep the momentum
going for the next 20+ years.
You’ll start to see these solutions begin to roll out
starting in mid-July and will continue through the next few months.
Sales & Marketing Technologies’ team of experienced
digital marketers can handle pay-per-click (PPC) campaigns and budgets of any size. For
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today at 407-682-2222.