At the end of last month, Google announced that it was rebranding its AdWords service – as of 24 July, Google AdWords will instead be called Google Ads.
Under its new name – and new URL of ads.google.com – the ad platform is widening its reach to include some of its related products such as Google Play, Google Maps and YouTube marketing.
Sridhar Ramaswamy, Senior Vice President of Ads & Commerce at Google, announced on the Inside AdWords blog that the Google AdWords rebrand “represents the full range of advertising capabilities we offer today – on Google.com and across our other properties, partner sites and apps – to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more”.
The Google AdWords rebrand comes as part of a larger overhaul of Google’s ad services, which also includes the merging of their DoubleClick advertiser products and the Google Analytics 360 Suite under a singular brand, Google Marketing Platform. According to Ramaswamy, Google Marketing Platform will enable marketers to “plan, buy, measure and optimise digital media and customer experiences in one place”.
In addition to this, the DoubleClick for Publishers and DoubleClick Ad Exchange services are being merged to create the Google Ad Manager platform.
These are changes that Google has clearly been preparing for over a long period of time. You could even argue that it’s been in the pipeline as far back as 2011, following the integration of less keyword-oriented ads such as dynamic search ads and Google Shopping product ads.
So, what does this big Google AdWords rebrand mean for your business? The full extent of its impact remains to be seen, our Senior PPC Strategist, Antony Potts, predicts that for the everyday user of AdWords – as either a business or customer – there will be “very little discernible difference”.
He adds: “The businesses which are selling products or services related to AdWords, such as digital marketing agencies, will be the ones which are most affected. In layman’s terms, for a marketer using AdWords, they will just have to start adding keywords for ‘Google Ads [word]’ in addition to ‘AdWords [word]’.”
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