The news is out. AdWords is changing. Google have announced that their leading pay-per-click advertising platform is undergoing a transformation, with advertising brand names — DoubleClick and AdWords – taking the fall.
So, why are they changing? And what does this mean for your business? Keep reading to find out more about the new platform shake-up…
Shaking things up
Don’t panic, no fees are set to change, and no current services will disappear – the products are simply being streamlined.
As of the 24th of July 2018, your favourite ad services will be optimised and appear under new names and platforms. Google’s most used services will now be part of a three-branch system, each one tasked with a different ad-enhancing focus.
1. Google AdWords is now Google Ads
The digital landscape is constantly evolving, with ad formats now including video, shopping and mobile apps. And you can even advertise on Search, Gmail, YouTube, Maps and partner sites.
Simply put, the “Words” in “AdWords” no longer tells the whole story. Sridhar Ramaswamy, the Senior Vice President of Ads & Commerce, explained this change in an interview with Search Engine Land:
“With Google Ads as opposed to Google AdWords, it is moving the imperceptible default opinion that you get as an advertiser when you hear ‘Google AdWords’ … you think, ‘Oh, Words. Search.’ It’s basically a slight cognitive dissonance to all the other great things that we are doing in terms of both the format and surfaces these ads can show. And so, Google Ads, in our opinion, is a much more straightforward representation of what Google advertising can provide. It’s that simplicity and alignment of the core message from the first instant you hear the name, which is the goal.”
According to Ramaswamy, “the new Google Ads brand represents the full range of advertising capabilities we offer today.”
Alongside these changes, new campaign types on Google Ads will make it easier for small business owners to get started. By using machine learning technology, small businesses can achieve great results without any of the heavy lifting.
2. Google Ad Manager
Not many online systems can withstand a decade of advancing technologies without updating. That’s why DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) are merging into Google Ad Manager – a modern unified platform, claiming to provide a full sales channel.
With this new merger you can control who has access to your inventory and optimise your relationships for the most profitable outcome. Plus, Google have added over 30 controls to help manage your ads and to prevent fraud.
3. Google Marketing Platform
Another shake-up is that DoubleClick and the Google Analytics 360 suite are uniting to form Google Marketing Platform. This allows you to use ads and analytics tools together. This merger will mean that companies can work on branding, performance marketing and engagement together on one, easy-access suite.
With the ever-growing public awareness of advertising campaigns, and how personal data is used to benefit marketing companies, advertisers need an improved method of marketing. This gives consumers control and prioritises privacy.
How will this affect you?
For ecommerce businesses that depend on Google AdWords, DoubleClick or Analytics 360, the goal is to simplify your marketing efforts.
While you won’t lose out on any features, there’ll be more to play with – so plenty of opportunity to utilise the updated platforms to their full potential. Ensure you’re accustomed to the new layout and names before the big switch in July to save any confusion.
New smart campaigns are also going to be gradually introduced across the system. If you’re a small business, you’re in luck, as smart campaigns are specifically designed to allow small businesses to quickly and easily launch ad campaigns. This includes improved audience-targeting features allowing your ads to reach the right people.
Talk to an advertising expert
Whether you’re an established retail ecommerce business looking to expand globally or a start-up with an exciting new product, Google Ads is a great way to get your business recognised and boost sales.
As a Google Partner, Fluid Digital’s friendly team of advertising experts are committed to keeping up-to-date with all of the latest changes to Google Ads. We and have the experience and know-how to take your PPC efforts to the next level. Interested? Get in touch today.