Why Google Is Rebranding Its Advertising Products
Google has come a long way since its inception. From a small search engine company that started in the garage 19 years ago to the biggest online ads company in the world today, Google’s rise has been meteoric.
The company is no longer just a search giant; it has acquired and created hundreds of products and services over the years. These include: YouTube, Google Maps, DoubleClick, G Suite, Google+, Android, AdSense and more. But with these tools and services comes a fair bit of confusion.
For some businesses, it can be daunting to figure out which solution or channel to utilize for an ad campaign, that’s why Google is rebranding to make it easier for marketers to choose the right solutions for their businesses and get started on the right track.
The change will not affect much of Google’s ads capabilities, it’s just a way to align Google’s products and services to better reflect what they do and the direction Google wants to go.
Google also launched Smart Campaigns — a solution specifically designed for small businesses. The aim of the solution is to simplify things for marketers and to help businesses who don’t have resources such as websites, landing pages, or an in-house marketing team to get started. Smart Campaigns will be the default setting of new accounts in Google Ads. This will help new advertisers get their campaigns off the ground without wasting as much time on the mundane task of setting up ads.
For enterprise customers, Google Analytics 360 Suite and DoubleClick advertiser products have been unified to help them plan, measure, buy, and optimize their ads in one place.
Here are the three new brands that Google unveiled:
Google AdWords is rebranded to Google Ads
The change will serve to illustrate that ads are not only run on Google search but also on channels like YouTube, Apps and other Google platforms. So rebranding to Google ads will better reflect all the channels and media on which ads are run.
Google Analytics 360 Suite and DoubleClick advertiser products have been unified under one umbrella, called Google Marketing Platform
DoubleClick for publishers is primarily used to serve ads to websites while Analytics 360 Suite helps publishers understand users’ behavior on their websites, by bringing these two together marketers can measure, manage and optimize their campaign in one place, leading to better customer experience and healthier profits.
DoubleClick for Publishers and DoubleClick Ad Exchange is now Google Ad Manager
Since Google acquired DoubleClick a decade ago, the product has outgrown its web roots. Today DoubleClick for Publishers and DoubleClick Ad Exchange are used across many platforms and channels. With the new Google Ad Manager, publishers can monetize their content on any platforms whether it’s YouTube, TV, Audio or Apps.
As digital marketing landscape continues to transform at a rapid pace and as consumers navigate between platforms and apps, businesses have never had more opportunities to connect with their target audiences. This change will help simplify the processing of running ads on different media and platforms.