As part of an extensive effort to streamline its portfolio of products, Google’s flagship advertising platforms – AdWords and DoubleClick – are getting a rebrand to better reflect their current capabilities and future potential.
Google’s three primary brands for advertising and marketing will be:
- Google Ads – This will replace Google AdWords.
- Google Marketing Platform – This will combine DoubleClick advertiser products and the Google Analytics 360 Suite.
- Google Ad Manager – This will combine DoubleClick for Publishers and DoubleClick Ad Exchange.
So, what can you expect from each of the new platforms?
In a blog post announcing the rebrand, Google’s Senior Vice President of Ads & Commerce Sridhar Ramaswamy said:
“The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.”
Ramaswamy went on to add that the new ‘Smart’ campaign type in Google Ads, which has been designed with small businesses in mind, would make it easier to get started with online advertising.
By utilising machine learning, it can generate results without any ‘heavy lifting’, enabling enterprise owners to concentrate on running their businesses.
In a recent SMB perceptions survey, Google found that the main goal of advertising online for 90 per cent of small business owners is to get customers to call, visit a store, or make a purchase.
So, when a business uses Smart campaigns, Google will ask how its working for them and fine-tune their ads accordingly to generate more meaningful results.
Google Ads will also see the launch of Image Picker, which aims to make it easier for businesses to showcase what makes them unique. Testing functionality will determine which combinations of text and images work the best.
“We show your ads to customers who are interested in what your business offers, and are likely to call, visit your store, or make a purchase on your website,” said Google Product Management Director Kim Spalding.
“We’ve found that Smart campaigns are three times better at getting your ad in front of the right audience.”
Google Marketing Platform
Google believes that by merging DoubleClick advertiser products and the Google Analytics 360 Suite, enterprise marketing teams will enjoy stronger collaboration.
This is based on feedback from marketers about the advantages of using ads and analytics technology together, such as gaining a better understanding of customers and generating better business results.
Another piece of research, conducted by Bain & Company in partnership with Google, found that the number one priority among nearly 1,700 senior marketing executives around the globe is to better understand their customers.
“Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing,” said Ramaswamy. “The platform helps marketers plan, buy, measure and optimise digital media and customer experiences in one place.”
Google Marketing Platform also marks the introduction of Display & Video 360, which will allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. It will come with existing DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre functionality.
Online travel company BookIt is one company who has already used Display & Video 360 to drive traffic to its website and maintain ROI from marketing spend.
It obtained new audience insights via Analytics 360, designed audience personas and corresponding segments, before making custom segments available for use in Display & Video 360. As a result, BookIt witnessed more than a 20 per cent increase in revenue, while 30 per cent of traffic now comes from new users.
Google Marketing Platform is also set to support over 100 integrations with exchanges, measurement solutions, and other technology providers.
Google Ad Manager
Google Ad Manager, which has been three years in the making, will bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform.
Google believes that Ad Manager has the potential to earn its partners more money, more efficiently, wherever people are watching videos, playing games or engaging with content.
As Ramaswamy explains:
“We recognise that the way publishers monetise their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently.”
In a separate blog post, Google Director of Product Management Jonathan Bellack went into the specifics of Google Ad Manager:
- A complete ad platform – Google has moved away from the traditional constraints of “ad servers” and “SSPs” to a complete ad platform, which will allow advertisers to transact all their campaigns programmatically.
- Optimising revenue across all buyers – Advertisers can now curate who has access to their inventory, alongside reservation and programmatic demand, and optimise all relationships for yield.
- Monetising new places – Ads can be measured and optimised across connected TVs, Accelerated Mobile Pages (AMP), mobile games and other apps, and platforms like YouTube and Apple News.
- Protection from bad actors – More than 30 controls have been developed to help keep users safe and ensure ads meet brand values. In 2017, Google’s industry-leading spam detection and policy enforcement tools took down more than 3.2 billion ads.
Both advertisers and marketers should start seeing Google’s new branding and solutions appear from mid-July onwards.
However, even more changes could still be announced and introduced by Google, particularly for YouTube, Gmail, and Image Search.
“Advertising is very nascent on YouTube,” Ramaswamy told Search Engine Land. “We have a set of formats but I think there is so much more we can do for things like direct response.”
“The combination of the four major areas — mobile Search, YouTube, app install ads and programmatic ads — all have more than done their part” to drive growth for Google in the mobile era.