So it’s official – Google is saying GOODBYE to Adwords in place of Google Ads
But fear not, the product is not going. It’s just a rebrand. In fact, it’s one of the biggest rebrands since it launched in October 2000.
A stated by one of Google’s Senior Vice Presidents: “today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager…As part of this change, we are releasing new solutions that help advertisers get started with Google Ads…”
So, this change brings a digital casualty! In this case, we’re saying goodbye to the digital marketing world’s favourite product AdWords in place of Google Ads. But all that’s really changing is the name. If anything, the new name is much more user-friendly and truly a case of it being “what it says on the tin!”
Introducing Google Ads…
So, it was all announced in June 2018 but when is it happening? The Google Ads rebrand will officially be implemented on the 24th July 2018. So at the end of July, we will see the elimination of AdWords (the brand) and in its place, we will see Google Ads.
A quote from one of the ad-tastic overlords: “[Google Ads] represents the full range of advertising capabilities [Google] offers today… 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.”
Although AdWords is synonymous with search, its additional advertising channels have been confusing folks for years. I don’t know about you, but I’ve certainly come across clients who have no idea that video, banner, and search creative can all be served together by the Google platform.
It’s Google’s hope that this new, simpler name will improve understanding of how it can help advertisers and maybe encourage a few to expand their advertising options without too much confusion in the future.
Google Ads Helps Small Business Be Better
For small businesses specifically, Google Ads now brings us Smart campaigns, making it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps you get results with minimal technical know-how. So, you can stay focused on converting your leads and running your business. To learn more, visit this post.
What’s Google Marketing Platform & Ads Manager?
You can probably jump right over this one if you’re a small business. Google Ads Manager and Google Marketing Platform were was formerly known as DoubleClick or Analytics 360. They basically marry ad creative and analytics in a single location. So unless you use Doubleclick, OR you’re an agency/marketing techy then don’t worry too much about these! Although for more info on Google Marketing Platform click here or for Google Ads Manager click here
A Little Complexity to Make it Simple!
This is what Google says – complexity across Google’s advertising platforms has led to a need for simpler solutions. So hopefully Google Ads will make digital and search advertising much more straightforward for us all.
“How Will Google Ads Affect Me?”
If you’re an existing Google advertiser then other than seeing a new name and logo, nothing will change. What’s likely to improve is the way Google Ads work and the tools used to manage them. But in line with Google’s emphasis on transparency, this will all be rolled out slowly, very clearly and very easily for users.