AdWords & DoubleClick to be Rebranded For Simplification

Since the year 2000, empires have been built on Google AdWords! It’s a brand which is synonymous with digital marketing and has been the bedrock of online advertising for the last two decades.

If learning the new user interface wasn’t disrupting enough for some of us rusted-on search specialists, now we have a new brand to learn as well.

In what is touted as a simplification of its advertising offering, the powers at be at Google HQ have decreed that from henceforth our beloved AdWords shall now be known as Google Ads.

AdWords launched nearly 18 years ago with a simple goal – to make it easier for people to connect online with businesses.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex.

The rebrand is very much in line with the unification of the Google suite of products – Search, YouTube, Maps & Play. As data and audiences are now available cross-platform to the marketing world, Google has dedicated the new name better represents the full capabilities of its marketing suite. Google Ads is not just search marketing technology. Google is hoping that this repositioning of its Ad platform will mean even more advertisers will be cognisant that video, display, shopping and location-based campaigns can be run out of the singular interface.

The changes are not stopping at Google Ads either. For bigger advertisers who have been using DoubleClick and Analytics 360, the two platforms are now being migrated and rolled out as the Google Marketing Platform in a consolidation of Google’s enterprise display, search and data products.

The final amalgamation announced by Google is Google Ad Manager (which sounds very much like Google Ads?). This is the consolidated DoubleClick for Publishers and DC AdExchange – essentially Google’s programmatic offering.

So, there are three primary brands to simplify processes and drive greater collaboration across teams.

Google AdWords is now Google Ads.

DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.

DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.

You’ll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the next month. Stay tuned this year for more exciting Google features to help grow your business.

Need a hand understanding how this rebranding can help your business? Get in contact today!