Nearly two decades ago, Google launched AdWords to help advertisers connect with consumers that were looking for their business, products and/or services via search. Today, with the rise of mobile usage and a fragmented digital landscape as the background, Google is announcing major updates to its advertising offerings and platform with AdWords now called Google Ads. The company also introduced Google Marketing Platform and Google Ad Manager.
Google Ads
This new brand name attempts to be more broad and representative of all of the advertising options available through Google, related apps and partner sites. The intention is to bring all advertising options into one place, where marketers can reach customers via search, YouTube and Google Maps, cohesively.
Additionally, Google introduced Smart campaigns, their new default ads experience tailored for small businesses, and designed with simplicity in mind. These campaigns can be created quickly with customized formatting and do not require the kind of know-how associated with traditional ad buying experiences. According to Google, Smart campaigns are three times better at getting ads in front of the correct audience.
A component of these campaigns set to launch later this year, Image Picker (below), will help SMBs highlight the aspects of their company that sets them apart. Businesses can select three unique images to be paired with ad copy and Google will test combinations to see what provides the best results.
Google Marketing Platform
To help marketers better understand their customers and deliver more relevant marketing that’s tailored to them, Google combined ads with analytics technology to create their new Marketing Platform, combining the capabilities of DoubleClick and Google Analytics 360. The new platform will provide marketers with a one stop shop for planning, purchasing, measuring and optimizing digital media.
A key component of the platform, Display & Video 360, fuses several Google features together to provide efficiency for marketers by collaborating and executing their ad campaigns from a single location.
Google Ad Manager
The result of another unification between DoubleClick Ad Exchange and Double Click for Publishers, Google Ad Manager was introduced to help Google’s partners increase revenue and create sustainable businesses through advertising. This development will ideally help marketers reach consumers through a variety of different channels.
According to Google, “Ad Manager gives you a single platform for delivering, measuring and optimizing ads wherever your audience is engaging — including connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.”
For more information on these changes, as well as new ads, analytics and platforms solutions, register for the livestream of Google Marketing Live on July 10.
