Google AdWords is ditching the Words and becoming Google Ads later this month. On July 24, changes are in store for the media giant as they rebrand and reconfigure three different products. Google AdWords will become Google Ads. DoubleClick advertiser products and Google Analytics 360 Suite will become Google Marketing Platform. DoubleClick publisher products and DoubleClick Ad Exchange will become Google Ad Manager.
Good AdWords will become Google Ads; which provides a way for businesses to get in front of the 3.5 billion searches happening on Google daily. Ads can take the form of graphic display ads, YouTube video ads, text-based search ads, or in-app mobile ads. Google Ads allow you to set parameters such as locations and keywords to optimize your results, ensuring your ad is seen by your target market.
Google Ads has flexible pricing for small businesses and up. The platform puts you in control of your budget, and gives you the data to see how your ads are performing.
Google Marketing Platform
The next major change with Google is Google Marketing Platform. From their blog, Google writes:
“Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.”
Essentially, Google Marketing Platform includes seven major components for building campaigns for small businesses or enterprise solutions such as: Analytics 360, Data Studio, Optimize 360, Surveys 360, Tag Manager 360, Display & Video 360, and Search 360.
That’s a lot of 360, but it just gives you a full picture of how your ads and campaigns are working, as well as research tools to help you make the most effective use of your advertising dollars. It’s the nitty gritty details of what is and isn’t working when it comes to your ads.
Google Ad Manager
Finally, Google Ad Manager is the rebrand and reconfiguration of two DoubleClick products that Google acquired over a decade ago. Primarily created for inserting ads into web content, the new Google Ad Manager works to keep up with our modern times and insert ads in a variety of formats.
From Google’s blog: “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.”
Other features of Google Ad Manager include additional data and insights, but also a brand safety feature. The brand safety feature includes setting parameters on the types of ad content that is served to users. Protecting the user is of high importance because if you have angry users, they’re not engaging with advertising content (and we want happy engaged users so we ultimately have happy engaged customers)!
What can Stand and Stretch + Google Ads do for you?
Even though Google does a great job providing training and explanation for many of its services, it can certainly be a bit overwhelming to someone with limited advertising experience or industry knowledge. At Stand and Stretch, we’re trained in various forms of digital and traditional marketing, including many of Google’s certifications. Let us help you put together your first Google Ad campaign today. Contact us here for more info!
Kelly has been working in public relations since 2009. She’s passionate about not only practicing the art of PR, but also sharing the love of effective communication with her students. She earned degrees from both Auburn University and the University of West Georgia. Kelly loves helping others make their visions come to life. She is the mother to one amazing little girl, “PR.”