From yesterday’s Google Adwords to today’s Google Ads: more than just rebranding.


Google moving from Adwords to Google Ads implies a whole new set of opportunities to reach your target through different digital platforms, achieving improved advertising capabilities.

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Among the several services offered by Google, one of the most useful, when it comes to marketing and communication campaigns, adopted by a variety of businesses across industries, are Google Adwords, DoubleClick, and Google Analytics 360. Through these services, companies were able to manage all their marketing efforts with a user-friendly platform simplifying the operational processes. Nonetheless, as the advertising and marketing industries are rapidly changing, and as both users and companies experience structural changes, Google is adapting its technologies and offers to provide more refined services and advertising products. As a matter of fact, Google rebranding is a direct consequence of the constantly shifting market landscape and would grant your company several beneficial updates. Grounded on paid search ads, Pay-per-click ads (PPC), and keywords, Adwords consisted of an online advertising service that secured your business with the display of its advertisement in the right place at the right time. However, Adwords presented some limitations that would end up making companies’ marketing efforts inefficient and outdated in the current landscape. Your business main goal when developing marketing campaigns is to reach your users in a relevant, time-sensitive, and impactful way so that your communication might resonate with your audience. Google moving from Adwords to Google Ads implies a whole new set of opportunities to reach your target through different digital platforms, achieving improved advertising capabilities.

Moreover, Google unified DoubleClick and its analytic platform into a single tool: Google Marketing Platform, which also includes Google Ad Manager, so that business units running and developing marketing campaigns might speed up and scale up the process, having a single platform to automate all efforts. Google used to provide different services which were not fully integrated and tended to offer a fragmented experience for businesses opting for its solutions. As a consequence, Google opted for improving its products and service to offer more streamlined opportunities. Hence, these changes go beyond a simple rebranding, and they should be rather considered as consistent optimizations for your company, allowing marketers to plan, buy and monitor ads through a single platform.

Google Ads, Google Marketing Platform, and Google Ad Manager: main new functionalities

Although Google advertising services and products would remain the same at their cores, there are several new features and functionalities that represent an overall incremental innovation for your company, besides advancement in the interfaces and transparency policies. Given that Google strategic rebranding responds to the growing needs businesses are facing in reaching their users more broadly. Google Ads will provide a unified method, integrating Maps, Play, YouTube, and shopping ads. Through Google Ads, your advertisement will be displayed on a new variety of platforms, and they will be distributed on the basis of the likelihood they have to reach the right audience, through the right channel at the right time. Hence, Google Ads grants your company to be connected in real-time and throughout your customers’ journeys, across channels. This, in turn, will ultimately affect the efficiency and effectiveness of all your marketing efforts. Ads will be still planned and bought as they used to, and the process would largely remain the same, cooperating with the same partners, but your company would face a seamless operational experience through a single platform, which also automates the majority of the tasks. Moreover, Google Ads might be combined and integrated with Google Marketing Platform and Google Ad Manager, which are two of the new solutions offered, aiming to provide a 360° operational functionality to businesses across industries, simplifying and improving digital advertising. Companies will be able to access, process and deliver better marketing efforts, by adopting Google’s solutions and services. Managing data, digital properties, ad campaigns, and measuring your performances across channels from a single technology platform, has considerable potential and would impact over your company’s results. Google aims to provide such a streamlined and seamless capability to business, which might avoid opting for specific agencies or outsource their marketing efforts to manage digital advertising.

Last but not least, Google Ads also introduces a new ad format: Smart campaigns. These would provide businesses with a more rapid ad creation and distribution, grounded in Artificial Intelligence, Automation, and Machine Learning. The new format would be particularly beneficial for smaller companies, and it would grant feasible and rapid scaling-up processes to run advertising campaigns. Furthermore, smart campaigns will be more adaptive and would provide more visual elements, better targeting and distribution, and higher reach compared to traditional PPC campaigns.

However, most of the new features still have to be fully implemented and tested, and Google’s launch has to be considered as a constantly evolving technology. This, in turn, implies that Google’s rebranding has just scratched the surface of more radical, broad changes and yet to come innovations.