What Does Google’s Rebrand Mean for Marketers?

Google has recently announced that it is rebranding its line of advertising products to offer a more streamlined and easy-to-understand suite of services for media buyers, publishers, and small businesses.

The company will be renaming and rearranging its current products and services to offer a selection of new, unified brands. Fundamentally, not much has changed, but going forward Google’s ad products will be defined by three major brands.

What are Google’s new brands?

Firstly, Google AdWords, a product that was first launched 18 years ago, will now become Google Ads. Within Google Ads, marketers will be able to buy ad space across Google’s search engine including Search Ads, Display Ads, Video Ads and App Ads. This move should make targeting keywords in Google much easier.

The updated suite will also have new features specifically for small businesses. One of which being Smart Campaigns, which will allow users to identify the actions that they are prioritising. Google Ads will then use machine learning to drive more of those actions.

As part of this rebrand, the Google AdWords interface will be ‘fully’ changing in July. From 24th July, the interface will reflect the new branding and will include lots of new features to help you save time and create improved campaigns. The switchover has been happening for some time now and although you can still revert back to the old AdWords interface, as of the 24th, that will no longer be the case.

Secondly, DoubleClick and Google Analytics 360 Suite will merge to become Google Marketing Platform. This union will allow brands to manage the data they get from their websites and digital properties, and their ad buying and measurement in one place. The new platform sees the debut of “Display & Video 360” which unifies features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center features.

Another new update will bring together DoubleClick for publishers and DoubleClick Ad Exchange to create Google Ad Manager. This will serve as a platform for media owners to monetise their content. Despite the overhaul, it has been confirmed that the way that marketers can purchase ads and the technology partners that they work with won’t change.

Whilst a lot of the products offered are staying the same, this is a crucial step in the evolution of Google’s business. They have based their changes around the demand from marketers for a less confusing and more seamless product, and we don’t think the changes are going to stop here.

For help creating pay-per-click campaigns that work for your business, contact a member of our team on 01225 618030 and we will be happy to help.