Google shocked the digital advertising world late last month with the announcement that it is rebranding its suite of iconic advertising brands, including AdWords and DoubleClick. The new lineup for Google’s advertising products consists of three brands: Google Ads, Google Marketing Platform, and Google Ad Manager.
In an effort to evolve with the ever-changing advertising industry, AdWords will be known as Google Ads, DoubleClick and Google Analytics 360 will be under the name Google Marketing Platform, and DoubleClick for Publishers and DoubleClick Ad Exchange will be integrated into Google Ad Manager. Although it is just a cosmetic change, offering the same services and technology partners under new names, this rebranding will make Google’s advertising services more organized and less complicated for businesses.
“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels,” said Sridhar Ramaswamy, Google’s Senior Vice President of Ads and Commerce, in a recent Google blog.
Along with these name changes, Google is introducing a new platform specifically for small businesses. Smart Campaigns will be available in Google Ads, targeting small businesses that may not have a dedicated marketing team, but still want to compete in digital advertising. The campaigns built on Smart Campaigns are almost entirely automated, creating simple solutions for the advertising needs of small businesses.
These changes are set to happen in early July. Although the shiny new names may take some time to get used to, Google’s rebranding aims to bring simplicity to its different advertising products, while also creating a better representation of what they are and where they need to go.