The New Google Ads
Digital marketing is about to experience another shift, due to Google’s executive decision to restructure its advertising products into three new major groups – Google Ads (replacing the existing AdWords), Google Marketing Platform, and Google Ad Manager. The rebranding has been announced by the company’s Senior Vice President of Ads & Commerce, Sridhar Ramaswamy.
The initiative is expected to start rolling out in July, and is based on user feedback collected over the past few years, combined with Google’s continuous efforts to optimise and simplify its ads products, so that advertisers can reach prospective clients at every stage of the sales funnel more efficiently and effectively.
Below we explain the characteristics of the three rebranded ad products, the innovative Smart Campaigns which Google is launching for small business advertisers, and how keywords will be affected by the new Google Ads.
Google Ads
The service Google Ads was developed as a replacement for the familiar online AdWords. Besides the name change, the new Google Ads will simplify creating ad campaigns and help marketers reach larger audiences by allowing them to buy across all Google platforms, such as search, YouTube videos, app ads, display ads, and Google Maps. While some of these channels have already been utilisingAdWords, this brand of advertising traditionally has been associated with the search engine. Google executives hope that the rebranding with the new, simpler name will remove confusion and increase digital marketing options on all of Google’s platforms.
Google Marketing Platform
The second new brand is the Google Marketing Platform, which combines under one umbrella the analytics tools DoubleClick Digital Marketing and Google Analytics 360, and also includes a new feature called Display & Video 360. This consolidated platform is geared toward larger, enterprise users, allowing separate teams to collaborate on complex ad campaigns and execute them completely, all in one place. The Marketing Platform merges the creative and analytical processes in digital advertising.
Google Ad Manager
The third brand within the new product lineup is Google Ad Manager, which consolidates the two monetization tools for publishers by Google – DoubleClick Ad Exchange and DoubleClick for Publishers. Thischange will establish a unified programmatic platform, which is designed for more efficiency and more earning opportunities for Google’s partners, everywhere thatInternet users are interacting with content.
What are Smart Campaigns?
Smart Campaigns are custom-made programs geared toward small business owners and characterized by requiring relatively little input in terms of time and marketing expertise, while producing substantial results when it comes to driving traffic and bringing in leads. Smart Campaigns are built using the foundations of the previous AdWords Express, though the new program is designed to work faster and more efficiently. This platform allows advertisers to target their ads to groups that are very likely to produce customers for their businesses, with Google’s automated algorithms handling most of the work.
Transitioning from Keywords to Audiences
The rebranding of Google’s ad products marks a shift from keyword-centric to audience-centric advertising. While popular social media websites such as Facebook and LinkedIn have been utilising audience-centric targeting, Google is just beginning to transition advertising focus away from keywords and toward audiences. Thus the new Google Ads are a more comprehensive method for online advertising, and will make it possible for many small businesses to market across multiple channels and reach more prospects.
For marketing agencies and in-house marketing teams, these changes imply some adjustments in the way advertising initiatives are being run. To start off, any paid and organic campaigns that previously featured the keyword “AdWords” will have to be modified. Although the concept of “AdWords” isn’t going to disappear overnight, it is best to continue monitoring search volumes for the terms “Google Ads” and “Google AdWords” as you make the appropriate adjustments.
In Conclusion
Google is always striving to make its advertising platform more efficient and easier to use. As with all its other products, the Internet giant is committed to streamline user experience, so it is easier for people to navigate the ever-growing digital space. While the core marketing processes on Google will not change drastically, the re branded advertising products are expected to allow advertisers to reach larger numbers of people faster and more effectively.
