It was announced this morning that Google will be retiring both its AdWords and DoubleClick brands and rebranding its main advertising products: Google AdWords, Google Analytics 360, DoubleClick, DoubleClick for Publishers and DoubleClick Ad Exchange. So what exactly are these changes and, more importantly, what do they mean for digital advertisers?
Google AdWords Will Become Google Ads
Google AdWords will be rebranded to Google Ads to get away from the idea of just “search.” Over the years Google has grown beyond just search-offering products that include shopping ads, display, YouTube and more. Now being branded as Google Ads, this should make it simpler for advertisers to find solutions to fit their needs.
In addition to rebranding Google AdWords, Google now offers a more automated solution for smaller businesses. Their new product called “Smart Campaigns” gives companies with limited resources the opportunity to leverage machine learning and make it easier to run campaigns.
DoubleClick Advertiser Products and Analytics 360 will fall under Google Marketing Platform
Google will combine both products under “Google Marketing Platform” to perform various tasks including planning, measuring and optimizing all in one place. In addition to DoubleClick and Google Analytics 360, Google Data Studio, Optimize 360, Surveys 360 and Tag Manager 360 will fall under Google Marketing Platform. The benefit to having all these products under the same platform will allow for better integration across products and make it simpler for advertisers to execute media strategies.
DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) Will Become Google Ad Manager
Lastly, Google is bringing DFP and AdX together under Google Ad Manager. According to Google’s blog post, “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.” This change will create new opportunities for advertisers to monetize new channels and keep up with the changing landscape.
What Does this Mean for Advertisers?
Small Business Growth
With the introduction of smart campaigns, this will allow advertisers to quickly set up and launch new campaigns and initiatives. With the growing use of machine learning, Google sees the opportunity for small businesses that previously didn’t have the time or resources to get off the ground. As an advertiser, campaign set-up and execution can be a very labor-intensive and complex manual process, and with the use of Smart Campaigns, this can all be automatically created and run.
As an advertiser, it’s always been important to remain competitive in the search space to attract people to your site, and now more than ever, looking for opportunities outside of search ads will be important to get your brand in the forefront. Only time will tell how the growth of small businesses will affect the search landscape, especially for brick-and-mortar companies, but it’s important to stay ahead of the curve and leverage all that Google has to offer. With this new rebranding, it’ll be much simpler to do. Since these smart campaigns are geared at small businesses, we would recommend that mid-level and enterprise businesses still seek professional assistance when using digital advertising.
One of the largest benefits to Google rebranding its core products is that now it’s simpler to work across products that were previously on different platforms. As Google moves forward with their rebranding, a lot of their initiatives revolve around simplicity. As an advertiser, we know the complexities that go into analyzing data, and optimizing and buying media. Nowadays, all these things are happening across different channels and different devices. This integration will allow us as advertisers to become smarter in how we analyze our data to see the larger picture and be able to execute easier.
Seek to Learn Across Products
As Google shifts to integrate its products, it’s so important for advertisers to seek to learn and understand products that might not be in their wheelhouse. With the growing complexities and touchpoints across channels, it’s necessary for advertisers to understand the relationship and how different channels work together. This will not only make you a better marketer, but will help your client to grow their business and better understand their customers’ journeys.