After nearly 18 years of AdWords, the brand has shifted to ‘Google Ads’.
The new name and logo can now be seen across the product interface including the Help Centre and billing documents.
The new Google Ads brand represents the fact that Google is more than just search advertising. This signals that they offer a full suite of advertising products across Google, other properties, partner sites and apps, that includes Search, Display and Video.
Why Did Google Make the Change from AdWords to Google Ads?
The rebrand was intended to streamline the umbrella brands of Google and all advertising solutions. Google Ads want to make it easier for businesses to advertise across all channels and to take advantage of advanced reporting and forecast technology.
The introduction of Google Ads has also brought in a consolidation of its other advertising products into Google Marketing Platform and Google Ad Manager.
New Features of Google Ads as Announced at Google Marketing Live 2018
A new campaign type has been introduced called “SmartAds” which is now the default experience for Google Ads. Smart Ads and Smart Campaigns allow Google to design a plan for you to reach users based on the goal you select when you begin your new campaign.
Responsive Search Ads
The option to create responsive search ads is a new feature, where advertisers can input up to 15 headlines and 4 description lines, and Google will combine the 3 best headlines and 2 best description lines for you.
Search Ad Specifications
Search ad specs have also changed, so that we can now create up to three 30-character headlines and two 90-character descriptions.
Mobile Landing Page Speed Score
A landing page speed score will help us optimise users’ web experiences on a smartphone. This 10 point score is based on page speed and conversion rates and will be updated daily, so that we can get a better insight into page performance over time.
Cross-Device Reporting and Remarketing
We will now be able to advertise, remarket, and report across devices.
Other Google Ads Announcements – More Features Coming Soon!
- Automated Feed for New Google Shopping Users
- Smart Shopping Campaigns
- eCommerce Platform Integrations
- New Business Goals for Smart Shopping Campaigns
- New local campaigns to promote visits and awareness within the local area
- Hotel Ads allow guests to book right on Google, significantly reducing friction for that coveted conversion.
- New options for advertising on YouTube such as efficient reach.
The new features will be rolled out to all advertisers over the next few weeks and months.
Google Marketing Platform & Ad Manager – For Marketers
DoubleClick Digital Marketing and the Google Analytics 360 Suite have been combined into the new Google Marketing Platform to help you plan, buy, measure and optimise digital media and customer experiences in one place. This new platform will connect products and share insights, incorporating the below offerings into one:
- Google Analytics 360
- Google Optimize 360
- Google Data Studio
- Google Surveys 360
- Google Tag Manager
- Google DoubleClick
DoubleClick for Publishers and DoubleClick Ad Exchange have also been brought together in a unified platform under a new name, Google Ad Manager.
These new marketing platform changes was brought on by real feedback from marketers, who saw the benefits of using ads and the analytics technology together to ensure a better understanding of customers- which in turn brings better business results.
As part of the Google Marketing Platform, Google has also announced ‘Display & Video 360’ which brings together the features of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre to allow creative teams to collaborate and execute ad campaigns in a single place.
How Will This Change Affect You?
Touted as ‘introducing simpler brands and solutions for advertisers and publishers’ Google Ads core functionally will not be changing, however the look, feel and use will be a little different. You will be able to access and experiment with new ad types, and make use of more marketing automation.
You will notice that the AdWords URLs will redirect you to the new brand – ads.google.com as well as the help forum at support.google.com/google-ads.
Changes to the Google Ads branding will not impact your campaign performance, navigation, or reporting.
Let Us Help You Navigate Through Google Ads
If you are new to Google Ads or you would like some guidance, contact the expert team at Living Online.
We can help your business capture highly targeted traffic, qualified leads and increase revenue by leveraging the power of Google Ads.
Click here to contact us for a free consultation today and discover the brand-new approach to Google advertising.