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August 6, 2018

Google Adwords Is Rebranding! Say Hello to Google Ads

Author: Kristen Bachmeier

Google Adwords has dominated the pay-per-click online advertising space for years. Recently, they announced that “Google Adwords” would become “Google Ads.” Google’s advertising products are now divided into three primary brands:

  •  Google Ads – the previous Google Adwords
  • Google Marketing Platform – previously DoubleClick advertiser products and Google Analytics 360 Suite
  •  Google Ads Manager – previously DoubleClick for Publishers and DoubleClick Ad Exchange

Why Is Google Rebranding?

Representatives at Google have said while there are changes with this rebrand, they’re not going to be drastic. Over the past two decades, Google has introduced many new ad products, formats, and features to meet different needs. All the different features sometimes make it difficult for marketers to identify and select the right Google products for their needs. With the new name comes new solutions, and a reorganization of their current capabilities to simplify their advertising offerings. The goal is to make it easier for marketers to figure out the right solutions for them and achieve their desired outcomes more efficiently.

What’s New in Google Ads?

For the most part, Google Ads is going to be very similar to Google Adwords. A major difference is not the features itself but how we access those features through the new interface. Google introduced a new interface earlier this year, but advertisers still had the option to switch back to the “old” Adwords view. With the new Google Ads, only the new interface will be available, and the AdWords view will be fully phased out. Another noteworthy new feature is “smart campaigns.” They are a new ad experience specifically designed for small businesses, intended to make setting up campaigns easier and make sure your ads end up in front of the right audience. While advertised as a new feature, the new Smart Campaigns are extremely similar to the previous “Adwords Express”, which is a simpler way to set up campaigns but still requires professional oversight for the best results.

Google Marketing Platform

Another key feature in Google’s rebrand is Google Marketing Platform. At Atilus, the use of Google Analytics is an essential part of how we analyze our clients’ website performances and measure our marketing efforts. Google has now streamlined it’s DoubleClick advertising products and Google Analytics 360 (a premium version of Google Analytics) into one analytics tool for marketers. This platform provides a multitude of data for marketers to understand who is on their website, what they’re doing, help them grow their business. and maximize conversions.

Using Google’s Platform to Grow Your Business

The landscape of digital marketing is constantly changing and as a digital agency, it is important for us to stay current with each evolution. Between the GDPR policy changes and this rebrand, Google has rolled out lots of changes this year. But with each change comes an opportunity for new ways to reach customers online. Whether it’s through local SEO in Google My Business, paid search advertising, or ranking in organic search – Google gives you many opportunities to create a digital presence and grow your business. If you want to utilize these platforms but aren’t sure where to start – the digital marketing & web design experts at Atilus can help. Contact us today to learn more!

Kristen Bachmeier

Kristen Bachmeier is Atilus' Director of Operations and helps to oversee all client accounts and day-to-day operations. Kristen also has a background in digital marketing, and has been working in the digital marketing space since 2012.

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