On 24 July, Google AdWords and DoubleClick will be renamed and revamped. Google AdWords will become Google Ads. It will still carry multiple campaign types including Search, Display, and Video.
DoubleClick advertiser products and Google Analytics 360 Suite will become part of the new Google Marketing Platform. Also, DoubleClick for Publishers and DoubleClick Ad Exchange will be part of new unified platform known as Google Ad Manager.
Google says that that the change is taking place because they want to provide simpler brands and solutions for their advertising product. AdWords original focus when it was launched 18 years ago, was text ads on Google search results. However, it has evolved to meet the demands of a more mobile- and visual-centric world.
Over the 16 years that Mediahawk has been helping marketers measure (and challenge) their ROI we’ve also done a lot of evolving and improving. With these most recent Google AdWords/Ads changes, we’re fully prepared. This means no change to business as usual for our customers; Mediahawk will continue to capture all your website visits, your data from Google Ads, and to allow you to measure and improve your marketing campaign performance.
Google knows that ‘AdWords’ no longer represents the real target. It can be used to create text ads as well as shopping, display, video and app install ads which can be shown across Search, YouTube, Gmail, Maps and a network of partner sites and more.
With this new focus at Google, if you’re not measuring marketing performance across that wide number of channels, perhaps now is a good time to think about doing so.