Google recently made some changes in its branding, reason being, they were acting in response to their consumer feedback as explained by Sridhar Ramaswamy, the senior Vice president leading in Google Ads efforts. The change goes to make the acquisition of products and advertising less confusing to marketers
.The new pillars of Google will be made up of these three main pillars namely:
• Google Ads
• Google Marketing Platform
• Google Ad manager
AdWords initially started as an ad-system that was search based and is now rebranding to Google Ads. Products from DoubleClick, and ad network purchased by Google become a part of the other two products group.
Google Ads manager now becomes the new name that represents programmatic advertising platform which combines both DoubleClick Ad Exchange and DoubleClick for Publishers.
Google is also introducing Display and Video 360 as part of Google Marketing platform; complementing features from the DoubleClick Bid Manager, Studio, Campaign manager and Audience centre. The explanation behind these changes is to ensure that there is a provision on a single collaboration hub for creative, media teams and agency to work together on Ad campaigns.
The new brands are aimed to help publishers, marketers and consumers find a more comfortable time through the simplicity it will provide when it comes to choosing the right products for their businesses.
Google is also targeting SMEs by providing them with Smart Campaigns which will allow marketers design and launch their ad campaigns even quicker and additionally, help them reach a better-targeted audience than the standard AdWords normally would.
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