At the end of June 2018, Google announced their newest re-brand with the goal of making themselves more accessible and useful to their users.
The world is constantly changing around us. From the ways in which we communicate, to our expectations of technology, our society is always evolving and companies need to make a strategic effort to keep consumers satisfied. Sridhar Ramaswamy, Google’s SVP of ads, explains that these changes are because Google is getting “consistent feedback” regarding the fact that their diverse array of products and brands could be confusing for many advertisers. This is the premise behind Google’s re-brand, set to roll out mid-July, 2018. Ramaswamy states, “This is primarily a name change, but it is indicative of where we have been directing the product.” Let’s dive in and explore some of the important changes your nonprofit should be aware of.
Goodbye Google AdWords, Hello Google Ads!
What we now recognize as Google AdWords will soon become Google Ads. Ramaswamy also says that this will essentially serve as “the front door for advertisers to buy on all Google surfaces.” This even includes ads featured on Google’s search and display networks, YouTube, Google Play, Google Maps, and more.
In this update, Google has also included a new feature called ‘Smart Campaigns,’ primarily designed with small businesses in mind. Without going into too much detail, Smart Campaigns will allow users to identify actions they wish to track so that Google Ads can optimize their images, text, and targeting to increase conversions.
DoubleClick & Google Analytics Become ‘Google Marketing Platform’
One of Google’s newest brands will combine DoubleClick Digital Marketing and Google Analytics 360. Google has called their new Marketing Platform, “a unified advertising and analytics platform for smarter marketing and better results.” This platform will include a new Integrations Center that will allow marketers to explore the many ways they can connect any and all other Google tools they use. Google explains that the purpose of this integrated platform is to encourage “deeper customer connections” by “delivering more relevant experiences in the moment.” Learn more about Google Marketing Platform, here.
Google Ad Manager Combines DoubleClick Ad Exchange and DoubleClick for Publishers
According to Google, their new Ad Manger will allow your organization to “grow revenue and protect your brand wherever people are watching, playing and engaging.” Since their acquisition of DoubleClick over a decade ago, Google has been working to combine DoubleClick Ad Exchange and DoubleClick for Publishers into a unified platform (separate from Google Marketing Platform). The ultimate goal with Ad Manager, is to give the user a complete ad platform that helps grow revenue, regardless of the method way you sell your products or services. If you’d like more detail about the new Google Ad Manager, visit Google’s blog.