In June, Google announced changes to their Google Ad suite branding, effective July 2018.
To streamline the user experience across both small- and enterprise-level businesses, and simplify their brands, Google consolidated their current offerings into three new ad brands. The new ad suite includes: Google Marketing Platform, Google Ad Manager, and Google Ads.
Last month, we announced that Google AdWords is becoming Google Ads. Starting today, you will begin to see the new Google Ads brand reflected across our product, Help Center, and other channels. This will take several months to roll out fully. Learn more: https://t.co/E2rqPY3AJ2 pic.twitter.com/V6KB0xoRJg
— Google Ads (@GoogleAds) July 24, 2018
Let’s quickly review each.
Google Marketing Platform
In today’s world, data drives everything. Recognizing the need for marketers to both manage ads and analyze engagement data, Google combined DoubleClick and Google Analytics 360 into a single brand: the Google Marketing Platform. Enterprise-size companies can now use the Google Marketing Platform to better optimize their advertising plans.
Feedback from Google users drove the decision to combine DoubleClick and Google Analytics 360. Google found that advertisers were already integrating the two solutions prior to the new changes. Those combining the tools saw better results than those who didn’t. Realizing the power of their solutions combined, Google Marketing Platform was born.
According to Google, “the platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.”
The full list of solutions offered under the Google Marketing Platform includes:
- Display & Video 360
- Search Ads 360
- Analytics 360
- Data Studio
- Optimize 360
- Surveys 360
- Tag Manager 360
Google Ad Manager
To revamp how end users are consuming content and how advertisers are managing their ads, Google unified two additional current solutions, DoubleClick for Publishers and DoubleClick Ad Exchange, to evolve into Google Ad Manager.
Google Ad Manager allows advertisers to kick it up a notch and reach audiences via “live streams, connected TVs, Accelerated Mobile Pages (AMP), mobile games/apps, and platforms like Youtube.”
As the landscape of where and how consumers interact with advertisements evolves, Google Ad Manager will enable businesses to fully leverage digital advertising capabilities.
Want to learn more about Accelerated Mobile Pages? Check out our post here.
Google AdWords launched in 2000 to run text ads on Google.com (desktop only). Now, almost 19 years later, advertising has expanded across platforms (Google.com, YouTube, Google Maps, etc.), devices (desktop and mobile), and media (text, images, video).
The name change to Google Ads signifies this significant shift in the advertising landscape, and how marketers are reaching viewers with a variety of ads – no longer just words.
Let’s dive a little deeper into the Google Ads offerings.
The Google Display Network allows advertisers to target the right audience, at the right place, and at the right time.
Also known as Product Listing Ads (PLAs), Google Shopping allows customers to view and compare products within the Google user interface.
In order for retailers to use Google Shopping, they must upload product information to Google Merchant Center, then set up Google Shopping campaigns in Google Ads.
Search Ads are the Google Ads bread and butter. Also known as pay-per-click (PPC) ads, these ads are the “typical” advertisements everyone sees on search engine results pages.
To simplify the lives of marketers and advertisers, Google hopes these three solutions (Google Marketing Platform, Google Ads Manager, and Google Ads) will streamline the process for setting up and monitoring ads on Google.com and other partnering sites.
If you previously used any of the old solutions, have you noticed the brand change? What are your thoughts on the updates?