Google is Getting Rid of AdWords and DoubleClick

April Davis By April Davis | 28 Jun 2018

As Google gears up for Google Marketing Live 2018, the global juggernaut has announced a massive product overhaul, with plans to bid adieu to its AdWords brand after nearly 18 years.

In an article published on the tech giant’s blog, Google’s Senior Vice president of Ads and Commerce, Sridhar Ramaswamy announced the company’s plans to overhaul its advertising products. Under these changes, Google AdWords will become Google Ads, while DoubleClick and Google Analytics 360 will be unified under the new Google Marketing Platform.

According to Ramaswamy, Google’s new aim is to simplify the advertising process for marketers and make reaching consumers across multiple channels and devices more accessible for brands of all sizes.

“Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more. That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager,” he said.

“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels.”

Transitioning from Google AdWords to Google Ads

The new Google Ads platform will reportedly represent the full range of advertising capabilities Google offers brands. According to Google, this means giving retailers the opportunity to reach “billions of people” across the globe who are active in the search network, YouTube, Google Maps, or even on apps from Google Play.

Google AdWords is being re-branded as Google Ads. Source: Google.com

As part of the update, the company also says it will be introducing ‘Smart Campaigns’, its new default ads experience, which is tailored to suit smaller brands.

“We built Smart campaigns by tailoring the innovation and advertising technology available with Google Ads for small business owners. You can now create ads in minutes and drive real results—like making your phone ring, sending leads to your website, or bringing customers to your store,” Kim Spalding, the product management director at Google said.

More campaign types that will be available under the Google Ads platform will reportedly be announced at Google Marketing Live on July 10, which can be watched via live stream.

Introducing the Google Marketing Platform

The Google Marketing platform will be a combination of DoubleClick and the Google Analytics 360 Suite, which is designed to give businesses better customer insights, and in turn, stronger advertising results.

Google advertising platform changes

Google introduces a new advertising product, Display & Video 360.

“Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimise digital media and customer experiences in one place,” Ramaswamy said.

The new Google Marketing Platform will also welcome a new product, Display & Video 360. This product will combine the features of DoubleClick Bid Manager, Campaign Manager, and the Studio and Audience Centre to allow end-to-end execution of campaigns in the one place.

A “complete and unified programmatic” platform for the pre-existing DoubleClick for Publishers and DoubleClick Ad Exchange will also be introduced with the new Google Marketing product, which has been aptly named, Google Ad Manager. This feature is expected to help advertisers work directly with publishers to improve consumer engagement across platforms.

The re-branded Google advertising platform and its new product features will begin to appear over the next month, with Google unveiling more details at Google Marketing Live on July 10.

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