Google has rebranded AdWords as Google Ads and consolidated its other advertising products into Google Marketing Platform and Google Ad Manager.
The change is intended to make it easier for small business to advertise across all PPC channels, according to Google, and for enterprise-level advertisers to take advantage of advanced forecasting and intelligence technologies.
There will now be three primary brands:
- Google AdWords is now Google Ads.
- DoubleClick advertiser products and Google Analytics 360 Suite are now under the brand Google Marketing Platform.
- DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager.
Formerly known as Google AdWords, Google Ads is intended to make it easier for main street brick-and-mortars to advertise across partner pages, video, search, and more in order to reach potential buyers.
For small businesses Google is introducing Smart Campaigns, an easier way to target visitors who are ready to call, visit the store to make a purchase or go online.
According to Google:
“We’ve found that Smart campaigns are 3 times better at getting your ad in front of the right audience. “
The point of the new Google Ads is to make it easier to advertise beyond the search box and to make it easier for businesses to create ads that help sell.
This should have the effect of spreading the advertising budget across a wide range of ad-driven websites.
Google Marketing Platform
Google Marketing Platform is the integration of DoubleClick Digital Marketing and Google Analytics 360 Suite. There are solutions for small and enterprise level businesses.
According to the Google Marketing Platform Page
“Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.”
Google Ad Manager
Google Ad Manager is also an integration of various advertising related products. DoubleClick for Publishers and DoubleClick Ad Exchange.
Amang the highlights of the new Google Ad Manager:
- Features algorithms to suggest growth opportunities
- Provides intelligence on ad inventory
- Connects Google Analytics, Data Studio, and BigQuery data for an integrated overview”