Google’s Major Re-branding Initiative

7th Feb 2018

Google is well known for its major announcements that cause disruption and send panic throughout the industry and users of their products, the most notable recent update being their news on Mobile-First Indexing.

However, their latest announcement appears to have taken a different approach and instead, is geared towards simplifying their range of advertising products with a major rebranding initiative.

“Today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager.”

We’ve broken down each of these changes below to give a better understanding. First up: Google Ads.

Google Ads (formerly AdWords)

What is Google Ads and how is it different?

Google is bringing their full range of advertising capabilities under one roof and labelling it ‘Google Ads’.

In addition to the AdWords platform as we know it, Google Ads will also include their other properties, partner sites and apps, making it possible to target billions of people through Search, videos on YouTube, places on Google Maps, apps on Google Play or simply browsing content across the web with Display.

But why the change in name from Google AdWords to Google Ads?

AdWords’ initial offering 18 years ago was heavily focused on textual ads, over time it has evolved to support many different formats such as display, video, apps, and introduced a plethora of advanced advertising features. As a result, AdWords has simply outgrown its name, hence the removal of ‘Words’ to a rather more suited ‘Google Ads’.

Google Marketing Platform

Second in line is the merging of Google’s DoubleClick and Analytics 360 platforms into one single brand: Google Marketing Platform.

The main aim of the Google Marketing Platform is to help marketers achieve their goals by building on existing collaborations between both platforms. The new single platform will marketers plan, buy, measure and optimize digital media and customer experiences in one place.

Google Ad Manager

Three years in the making, the Google Ad Manager will see the unification of Google’s DoubleClick for Publishers and DoubleClick Ad Exchange into one programmatic platform.

Here’s what Google has to say about the Google Ad Manager:

“We’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them.”

When will this ‘rebranding’ be happening?

Google plans to roll out all three rebrands – Google Ads, Google Marketing Platform and Google Ad Manager – over the next month (July 2018).

You can read Google’s official blog post here.


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