After 18 years as the Google AdWords brand, Google announced, as part of a holistic streamlining process, that they are rebranding their PPC platform to Google Ads.
As part of the change, the DoubleClick and Google Analytics 360 Suite are now under one brand: Google Marketing platform. This also sees DoubleClick for Publishers and DoubleClick Ad Exchange have been merged into Google Ad Manager.
In terms of what this means in practical changes is…not a lot. The brand change is more a nod to the fact that AdWords is now much more than just ads on the search engine results page, as the Display Network, Gmail and YouTube are all being encompassed on the platform. This was acknowledged by Senior Vice President of Ads & Commerce at Google, Sridhar Ramaswamy:
“Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.”
Along with the rebranding, the current AdWords interface will soon be the default setting for all advertisers. This, however, does seem to be more of a coincidence than a joint effort of simplification across the Google product range.
The rebranding changes will be introduced from mid-July and throughout 2018, and it will be interesting to see what other developments Google makes to its PPC offering as it encourages advertisers to use search just as one part of a strategy that should include video, Gmail, display and mobile-specific campaigns.
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