Google Announces Major Rebranding for AdWords, DoubleClick and More

Brand architecture of the new Google Marketing Platform


Google made several big product announcements recently that included the rolling out of three major new brand names for its advertising options, ad management tools, and reporting tools: Google Ads, Google Marketing Platform, and Google Ad Manager.  The move comes as a means of simplifying its brands and product offerings, along with bringing them in line with the evolution of our connected lives as well as the evolution of related advertising formats that have taken place along with them.

Google AdWords Becomes Google Ads

When Google AdWords launched in October 2000, it was a platform to serve text ads alongside search results on desktop computers. In the nearly 18 years since then it has grown into display ads (ads with pictures), shopping ads (seen alongside results when searching for a specific product), YouTube ads, app ads in Google Play, ads within GMail and Google Maps, and ads placed throughout Google’s network of partner sites and apps. DoubleClick, which launched in 1996 and was acquired by Google in 2007, broadened Google’s reach with its own existing network of partner sites and content publishers, which included display ads (those with artwork, not just text).

Google Ads - Logo

With mobile now playing such a large role in our lives, advertising formats have evolved to reach customers on the various screens and platforms they use throughout their day. According to a post on Google’s blog by Sridhar Ramaswamy, Senior Vice President, Ads & Commerce for Google,  “The new Google Ads brand represents the full range of advertising capabilities we offer today.” This not only includes ads on Google’s properties, but across Google’s vast network of advertising channels and partnership web sites.

DoubleClick and Google Analytics 360 Suite Are Now Google Marketing Platform

Also on the list of big announcements is the combining of DoubleClick, the Google-owned ad creation and ad exchange platform, and Google Analytics 360, its enterprise-level analytics platform. This move comes after years of understanding that marketers were implementing their own methods of integrating data from both platforms to reach deeper insights on their audiences and ad campaign effectiveness, and build on existing integrations between the two.

Also encompassed under the Google Marketing Platform rebranding are:

  • DoubleClick Search is becoming Search Ads 360
  • Display advertising products DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center are becoming Display & Video 360.

More details on Google Marketing Platform can be found on its website. Or, you can find a simpler, more straightforward overview in its support documentation.

What This Means for Small Businesses

If you’re not in the revenue bracket to be spending $150k+ annually on marketing and analytics tools, don’t fret: Google Marketing Platform still offers the free and scaled-down versions of most of its tools, but with the same upgrades as the big hitters.  Google also recently announced new tools to help small business owners maximize their advertising dollars while still spending less time learning how to manage their ad campaigns. I’ll be following up with  more details on these upgrades next week.

In the meantime, I’m looking forward to this year’s Google Marketing Live keynote presentation on July 10th, when the tech giant showcases its new advertising and marketing products and features that it plans to roll out in the upcoming year.

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