Almost 18 years ago, Google launched the first version of AdWords. Based on cookies and keywords, AdWords displays adverts, product listings, and videos on pages it expects to be relevant to a user. Starting off as a small side-project, AdWords is now Google’s main source of revenue: alongside DoubleClick AdExchange, and others, AdWords accounts for 86 per cent of the company’s income, as of figures released this month. So why is Google getting rid of it?
According to Google’s blog post uploaded this morning, it’s all to do with the rise of mobile. Mobile users tend to switch quickly between different mediums – from searching for the latest tech gear, to watching a YouTube video, to playing a quick game of Candy Crush – and this multiplies the ways marketers can interact with consumers. It also complicates the ways marketers can interact with consumers, providing a greater number of obstacles to contend with in the quest for user engagement.
Google’s Senior Vice President for Ads and Commerce, Sridhar Ramaswamy, believes that consumer expectations are growing and opportunity for advertisers is on the rise. In response, Google needs to update and adapt its advertising offerings, and simplify its processes to make navigating the field of advertising easier for digital marketers.
This means services like DoubleClick will be cut entirely, as will AdWords in its current form. Google will replace AdWords with three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager.
Google Ads won’t look or operate significantly differently to AdWords. The name and logo change are to reflect the fact that Google’s advertising is no longer restricted to words and text ads. Google Ads is the basic tool for marketers, providing access to Google search, YouTube, Google Play app store, and other partner properties.
Google Marketing Platform serves the same purpose, but with better software. The brand combines Google’s former analytic tools, DoubleClick Digital Marketing and Google Analytics 360, to create a more collaborative platform. Using this brand, marketers can view the various ways their Google tools can be connected.
The Ad Manager merges the former DoubleClick Ad Exchange and DoubleClick for Publishers, two of Google’s monetising devices. The brand will allow publishers to monetise live streams, mobile games, YouTube and Apple News among others.
The announcement has been met with mixed reviews. Many analysts are concerned that these three new brands will add unnecessary confusion, especially for those with little experience in the industry. Google assures users that the brands are natural continuations of their former platforms, and that there will be no additional training required to adapt to Google Ads, Marketing Platform or Ad Manager.
The new brands will be implemented from mid-July, when marketers will have the chance to celebrate – or commiserate – the end of DoubleClick and AdWords.
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