Google Ditches AdWords & DoubleClick Brands As Part Of Massive Product Overhaul

Google Ditches AdWords & DoubleClick Brands As Part Of Massive Product Overhaul
SHARE
THIS



Tech behemoth Google has introduced a rebranded and refreshed set of advertising and marketing solutions ahead of its Google Marketing Live event in July.

Google now has three advertising products designed to help advertisers and publishers of all shapes and sizes: Google Ads, Google Marketing Platform, and Google Ad Manager.

The change means the company is retiring the AdWords brand, which launched in 2000, as well as the DoubleClick brand, which it acquired in 2007.

As part of this change, Google is releasing new solutions to help advertisers get started with Google Ads and drive greater collaboration across teams.

For small businesses specifically, the company is introducing a new campaign type in Google Ads that makes it easier for them to get started with online advertising called ‘Smart campaigns’.

Google Marketing Platform represents the unification of the company’s DoubleClick advertiser products and the Google Analytics 360 suite.

Part of Google Marketing Platform is Display & Video 360, a new product that brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place.

Google Ad Manager will be the company’s new programmatic platform, having been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange for the last three years.

The new brands will be rolled out over the next month.

Speaking on a media conference call, Google’s managing director of global display, Dan Taylor, said the company didn’t evolve its brands based on concerns that have been happening in the programmatic ecosystem.

“The decision to evolve the names of our brands, specifically on the programmatic side with Google Marketing Platform, was not related to any exogenous market factors like brand suitability,” he said.

“Things like ad blocking and invalid traffic are also a conversation happening in the ecosystem right now, and we don’t feel that is a motivation for the brand change at all.

“We’ve been talking about evolving these brands for a couple of years, but we remain very committed to having an advertising ecosystem that works for everyone – good value for publishers, good results for advertisers and good, relevant ads with control and transparency for users.”

Taylor said Google hasn’t made a forecast of revenue or customer growth due to the product rebranding exercise.

“The only place I would say where we do have some expectations is within Smart campaigns,” he said.

“We’re hoping to get more new small businesses to start advertising with Google who maybe had a difficult time navigating the more complex AdWords interface as it existed previously, but we haven’t set any set any monetary or number of activation goals.”

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]