Google is in the process of major rebranding. AdWords, which is 18 years old, and DoubleClick, which is 22 years old, will cease to exist.
While rolling out the rebrand, Google is going to be simplifying some of its advertising solutions. Great for the end user, maybe not so great for agencies. We will learn more in the coming months.
We hope to see DoubleClick, which is costly and tricky to set up, get a more affordable and easy to apply solution. We are also very interested to see the changes Google has planned for the platforms we have grown to love over the years.
Look out for the Google’s new marketing platform and its promise to deliver a 360-degree solution. Sounds like the perfect platform for any digital marketer.
What do we know about the coming changes?
- Google AdWords is now going to be called – Google Ads
- DoubleClick advertisers and Google Analytics 360 will sit under the Google Marketing Platform
- DoubleClick publishers and DoubleClick ad exchange will be unified under a platform called Google Ad Manager
- Many of these changes will allow more focus on mobile advertising as we move towards the mobile era of advertising.
Expect to see some of the changes starting mid-July 2018.
Vice President of Ads and Commerce, Sridhar Ramaswamy explained, “Due to the rapid expansion of Googles offerings, the complexity of the setups has made it harder for advertisers, agencies, and publishers to identify the right Google products for their needs. The new solutions are aimed at making it easier for marketers to choose the right options to achieve better results.”
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.