Move over Google Adwords, Google Ads is here
It’s time to say goodbye to Google Adwords. Following 18 years of operating as Google’s search ad platform, Adwords has been put to bed. Google has launched Google Ads in its place, a platform dedicated to search ads, display and video.
So what has changed? And what does it mean for advertisers?
While Adwords’ capabilities will still exist under the new banner of Google Ads, Google has undergone a full branding overhaul of the interface, and has included other ad platforms in the rebrand.
Google has made changes to logos, has developed a new reporting structure, created new ad formats and developed three new advertising branches: Google Ads, Google Ads Manager and Google Marketing platform.
Google Ads will now be home to all search ad operations and will take over DoubleClick as the main stop for display advertisers. The platform will also include a focus on video ads.
Google Ads Manager has taken over DoubleClick Ad Exchange and DoubleClick For Publishers. This platform will allow advertisers to run ads across TV, Apple News, live streams, gaming, apps and more.
Google Marketing Platform has become an amalgamation of the platforms formerly known as DoubleClick Advertiser Network and Google Analytics 360.
These combined brands will be geared towards a multichannel approach to advertising and will aim to help advertisers integrate campaigns more effectively. Importantly, the amalgamation will make reporting across entities streamlined to help brands understand their performance better and improve overall advertising results.
Google has reassured advertisers that the shift won’t negatively impact on existing and past campaigns stating that “changes to the Google Ads branding will not impact your campaign performance, navigation, or reporting.”
While the changes won’t impact on advertising reports and data, they will impact the way advertisers view and calibrate this data. Google is now offering an integration of Google Docs and Google Sheets to create custom reports on your advertising efforts. The Google Sheets plugin can pull information directly from your Google ad campaigns, easily organise the metrics important to your brand and create a reporting overview.
Google has said that the changes to their ad entities will make advertising easier for small businesses and first-time advertisers. This is evident in the formation of Smart display campaigns. Google’s new Smart campaigns and Smart ads aim to make running ads easier for users. Smart campaigns are simple to run, particularly for first-time advertisers. According to Google, they require very little ongoing management, saving advertisers time and money. They also aim to improve traffic to advertisers’ website and Google maps listings.
If you would like to find out how Google’s ad platforms can work for your brand, contact Green Door Co today.