Google re-brands AdWords and DoubleClick

Ian Harris

Executive Chairman

Digital Marketing Strategy

AdWords becomes Ads

Google’s PPC bidding platform, AdWords, has been running for almost eighteen years under its current name. However, it has been announced that AdWords will be no longer, as the name changes to simply Google Ads. The change has been made to reflect the evolution of the software, that now supports bidding on search, display ads, YouTube videos, app ads in Google Play, location listings in Google Maps and much more.

Introducing the Google Marketing Platform

Google has brought together two of its most powerful software suites, DoubleClick and the Google Analytics 360 Suite, to make one platform to plan, buy, measure and optimise digital media and customer experiences.  

DoubleClick Search will now become Search Ads 360 and parts of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center will be rolled into the new Display and Video 360 tool. You will still find your GA 360 Suite products in there too – Analytics 360, Optimize 360, Data Studio, Tag Manager 360 and Surveys 360. The full platform will be grouped like this:

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Google Ad Manager merges two DoubleClick products

Google has announced that DoubleClick for Publishers and DoubleClick Ad Exchange will be merged to form a single ad-selling platform for publishers to monetise their content more effectively and efficiently. This is in reaction to the significant increase in programmatic advertising demand over the past few years.

How will this affect my company’s advertising and measurement?

For now, all products will remain largely the same, with a few additional extras, so don’t worry about losing any of your valuable data or campaigns. And fee structures are also to remain unaffected by the mergers.

We believe this is a really sensible move by Google, as it makes the whole process of buying, managing and optimising campaigns much slicker for brands, agencies and publishers alike. It also means Google’s solution is better aligned with its competitors who had already created all-encompassing marketing platforms, such as Adobe.

As an official Google Analytics 360 Reseller, we will be happy to discuss your requirements and advise you on the best products within the platform to best achieve your business goals. Contact us today on +44 113 212 1211.