Last month, Google announced a major reorganization of its advertising products. While the basic mechanisms through which brands advertise remain unchanged, the announcement still made waves in the digital marketing community.
Under the reorganization, Google’s main revenue source, AdWords, has been incorporated in Google Ads, a new brand through which advertisers can purchase for paid search, display, YouTube, Google Play, Google Maps, and elsewhere. Google Ads will also offer Smart Campaigns, a new default advertising mode for small businesses.
“More than anything, this change signals that our ad offerings are about more than search,” Google’s Vice President of Ads Marketing, Matt Lawson, told Think with Google. “The new Google Ads brand represents the full range of advertising capabilities we offer today.”
Google also announced Google Marketing Platform and Google Ad Manager, two tools to help digital marketing agencies better serve their clients.
Marketing Platform combines the company’s marketing analytics tools, DoubleClick Digital Marketing and Google Analytics 360. According to Google’s blog, the product will help advertisers “plan, buy, measure and optimize digital media and customer experiences in one place.”
Google Ad Manager is the result of three years of work to bring together DoubleClick Ad Exchange and DoubleClick for Publishers. The platform will allow publishers to manage the monetization of their content in a single, convenient setting.
“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels,” wrote Sridhar Ramaswamy, Google’s Senior Vice President of Ads & Commerce, in a blog post.
As a Premier Google Partner digital marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media is uniquely positioned to ensure that your search, display, and video advertising needs are maintained under these new brands.
