In a business like online marketing, keeping up with the curve is crucial to finding success. On the blog, we do our utmost to keep our readers updated on news surrounding pay per click advertising especially. And today, the biggest fish of all made ripples in the PPC pond. Google announced that its PPC service, AdWords, was about to receive a major overhaul. Say goodbye to AdWords, and say hello to Google Ads.
The new brand will also be joined by Google Marketing Platform and Google Ad Manager. The company says that this facelift comes in the wake of major changes since the platform originally launched in 2000. These include market trends, the ubiquity of mobile devices, and multimedia capability in ad campaigns. To reflect on the shifting nature of the PPC market away from merely search to a wider range of channels, Google felt the need to reform. But what does this shift mean exactly? In addition to a new name and look, what other changes can advertisers expect from Google Ads?
Let’s have a look.
From AdWords to “Google Ads”
Google Ads is the company’s attempt to bring together, in one place, all of their existing ad strategies and platforms. This includes search, display on partner sites, video, shopping, and location ads on Google maps as well as many more. The idea, on Google’s end, is to provide a streamlined experience for their users. They also ensure that advertisers are satisfied and continue to run ads with them. Generally speaking, Google wants to encourage advertisers to use as many platforms as are relevant to their business. To that end, they’re highlighting the potential benefits of each while packaging them sleekly together.
Beyond the marketing end of the change, Google is also introducing a new feature to help small businesses. This is coming in the form of a brand new campaign type. According to Google’s Inside AdWords post on the subject, the new campaign type: “makes it easier than ever to get started with online advertising” and “brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses.” The full post on the changes can be found here. (Link needed) And the post going into more detail on the small business campaigns can be found here.
Google Marketing Platform
As we’ve written here (link needed), linking your AdWords and Analytics accounts can work wonders for your advertising efforts. Potential benefits include a better understanding of customer behavior, and better business results, among others. The idea behind Google Marketing Platform is to streamline and allow greater integration between these systems working together. Per the aforementioned article: “As part of Google Marketing Platform, Google is announcing Display & Video 360. Display & Video 360 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.” This is joined by Google Ad Manager, a new platform designed to unify the way publishers monetize content.
With new packaging and brands, Google’s changing approach to PPC advertising is always on the move. Through these new developments, the company hopes to streamline the process of advertising with them. Google Marketing Platform, Google Ad Manager, and all of the new features of Google Ads will likely make for a more positive experience for advertisers and web users alike. And at the end of the day, that benefits everyone who surfs the web. Businesses can thrive and users can find what they’re looking for. Sounds pretty good to us.