Meet the New Google Ads, Google Marketing Platform, and Google Ad Manager


July 3, 2018 By

Cheryl Dykstra

Google recently announced a new rebranding and restructuring of their popular advertising programs – AdWords and DoubleClick.

These 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 advertising offering.

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 


While the 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:

Google Ads

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 more encompassing.

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.”

Google Marketing Platform

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 month.

Google Ad Manager

The final piece of this rebranding is Google Ad Manager, which combines DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX).

“Google Ad 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.

Next Steps

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 more information about how a PPC campaign could get you results, give us a call today at 407-682-2222.

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