Google AdWords is no more

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29th June 2018, 2 minute read

Google is having a clean up of its ad products.

To simplify its offering, Google’s senior vice president, Sridhar Ramaswamy, announced that it will divide its ad products into three major brands. The decision follows feedback that through years of acquisitions of various ad products and brands, the line-up has become confusing for advertisers.

Here’s what’s new:

1. Google Ads

In its first attempt to simplify its ad line-up, AdWords will become Google Ads. Sridhar Ramaswamy sees Google Ads as “the front door for advertisers to buy on all Google surfaces.” Google Ads will house many of the favourites, including search, display ads, YouTube videos, Google Play app ads and location listings.

2. Google Marketing Platform

The second brand will combine Google’s analytics tools: DoubleClick Digital Marketing and Google Analytics 360. The Google Marketing Platform will also encompass a new product called Display & Video 360. In response to a growing need for collaboration, Display & Video 360 will combine features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.

3. Google Ad Manager

In another effort to combine and simplify, DoubleClick for Publishers and DoubleClick Ad Exchange will fall under the Google Ad Manager umbrella. The change follows a “three-year journey” of merging the two products as programmatic ad-buying becomes used across more types of advertising.

What do I need to do?

Nothing. According to Ramaswamy and Managing Director for Platforms Dan Taylor, no training or product migration will be required. That said, if you need any support with managing your presence on Google or are contemplating trying something for the first time, please contact us.


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We should begin to see the changes in July.

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