Google recently announced that they are rebranding their Ad services (Google AdWords) and also improving on the ad service in general.
There are 3 direct changes happening which are predominantly just brand name changes of their current services. Senior Vice President of Ads & Commerce at Google, Sridhar Ramaswamy has said: “we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. 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.”
The changes to the above will be starting on the 24th of July 2018 and Google Ads will be at the forefront of the three new brands where advertisers will be able to promote directly in search, display ads, YouTube videos, app ads in Google Play, location listings in Google Maps and possibly other places. A new addition to the ad service is Smart Campaigns which will be set as default for small companies and will use machine learning to optimise ads (images, text and targeting) for better results, whether that be calls, footfall in stores or purchases.
Google Marketing Platform is a combination of DoubleClick Digital Marketing and Google Analytics 360 as well as the addition of Display & Video 360. The collaboration of these is in response to what users want and need according to Managing Director for Platforms Dan Taylor.
Google Ad Manager is the third brand to emerge in this new change but has actually been in development for the past three years. They have brought together DoubleClick for Publishers and DoubleClick Ad Exchange in a unified programmatic platform. Jonathan Bellack Director of Product Management has stated that “Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging—including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.”
The new changes are not significant, however, aim to help seamlessly connect Google’s Ad Services making them easier and more efficient for companies both big and small. Will the changes benefit your company?