Google AdWords is becoming Google Ads
Google’s explanation for the change is that the world has changed so much in the 18 years since AdWords debuted, that it’s time for a re-org, re-logo and re-launch.
The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites, and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.
For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It 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.
Stronger collaboration with Google Marketing Platform
By unifying DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.
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.
In the U.S., Adidas has started working more collaboratively across their digital teams to share insights and get a deeper understanding of their customers. Chris Murphy, Head of Digital Experience, describes their approach:
Google Ad Manager: A unified platform
Google explained that:
We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name– Google Ad Manager.