Would a rose by any other call still odor as sweet if said rose turned into synonymous with an entire industry and accounted for the majority of the sales generated through the arena’s most popular search engine?
We’re about to find out.
Google has made the govt decision to consolidate its overwhelming abundance of ad products under 3 ultra-modern umbrellas: Google Ads, Google Marketing Platform, and Google Ads Manager. Behold, logos!
As is culture, alternate cannot arise with out casualties. In this purpose, we’re announcing good-bye to the digital advertising world’s preferred portmanteau: AdWords.
You didn’t misread. Google is in reality sunsetting AdWords, however in name alone.
At the best degree, this massive announcement turned into probably instigated through the proliferation of cellular and the shift in the direction of an target audience-centric attitude. More possibilities to reach extra people throughout greater channels is infinitely easier to take gain of when all to be had answers live within the equal region.
This and a slew of other shakeups (more consolidation! Smart Campaigns!) were announced by means of Google’s Senior VP of Ads and Commerce, Sridhar Ramaswamy, only a week earlier than Google Marketing Next, where blanks will truely be filled in.
In this newsletter, we’ll demystify the statement and explain:
Why this rebrand is occurring now
What Google Ads way for the future of keywords
Whether or no longer Smart Campaigns are for you
Before we take a closer observe how Google’s shocking logo overhaul will effect advertisers and businesses moving forward, a chunk extra on exactly what’s going on.
Introducing Google Ads…
Obviously from our attitude, the maximum vital piece of this declaration is the elimination of AdWords (the emblem) and the introduction of a brand new emblem: Google Ads.
Per our advert-tastic overlords, Google Ads “represents the entire range of marketing competencies [Google] gives nowadays… to help marketers hook up with the billions of humans finding answers on Search, looking movies on YouTube, exploring new places on Google Maps, discovering apps on Google Play, surfing content material throughout the internet, and greater.”
Along with other channels, formats, and placements, GDN, YouTube, and Shopping (most of which had been obtained, now not built internally) have referred to as AdWords domestic for a minute now. Unfortunately, AdWords is synonymous with search. Having extra channels folded into the same interface has been confusing oldsters for years now. I don’t recognise approximately you, but I’ve actually come across clients who’ve no concept their video, banner, and search innovative are all served from the equal platform.
It’s Google’s desire that this new, easier call will herald understanding and depart the door open to amplify advertising options with out confusion within the future.
Built atop existing integration among the formerly disparate systems, the second new emblem borne of consolidation, Google Marketing Platform will permit enterprise marketers (and the organizations that carrier them) to marry advert innovative and analytics in a single area. This will make it less complicated for each events to “plan, purchase, measure and optimize digital media and patron reviews in one area.”
As part of Google Marketing Platform, Google has additionally released a new feature called Display & Video 360. This device aims to allow “creative, organization, and media groups to collaborate and execute advert campaigns end-to-lead to a single location.” This collaborative sandbox state of affairs sounds similar to Facebook’s Creative Hub, that’s, as the kids might say, hella beneficial.
The bottom line: Pretttttttttty neat if you’ve were given reason to use it (but if you’re not Adidas or La Croix or a few luxurious SUV producer, it could as properly no longer exist).
… and Google Ad Manager
Finally, we come to Ad Manager, Google’s vibrant new programmatic platform.
A mashup of DoubleClick for Publishers and DoubleClick Ad Exchange (with a buzzword-worthy logo besides!), Google Ad Manager is the hunt titan’s “entire and unified programmatic platform,” designed to “do even more for [Google’s] partners—incomes them more money, more effectively, wherever people are looking motion pictures, playing games or engaging with content, and however advertisers are trying to work with them.”
Overhauling Brand Architecture in the Name of Simplicity
As I mentioned earlier, those sizeable rebranding efforts are fueled by means of a growing need for simplicity in online marketing.
Conceptually, AdWords became constructed for a computer-first global, one where someone gets home from work, has a smoke, retires to their chambers, and surfs the net for what thoroughly might also have been the first time that day.
If you’re more youthful than me, you won’t even bear in mind such an area existed.
Today we live in a mobile-first global, one wherein we make initial queries on phones, conduct research from a three-screen setup at the office, watch product motion pictures on YouTube, and fork over our credit score card facts thru some form of voice-powered-AI.
Google can help advertisers reach prospects at every level of this funnel, a reality that certainly isn’t conveyed by way of “AdWords.” Google Ads however…
Google Ads (all 3 new names, in reality) is succinct sufficient to make it clear what cost enterprise can derive from the platform and wide sufficient to residence future Google acquisitions without inciting in addition confusion. Win-win.
This simplicity is by no means restrained to naming conventions: One new(ish) feature that exemplifies the simplicity Google’s striving toward is the brand new Smart Campaigns.
How Smart are “Smart Campaigns”?
Built atop the same tech that powered AdWords Express, Smart Campaigns are tailor-made for busy small enterprise proprietors with little within the manner of paid seek information, and little within the way of time. The characteristic allows busy advertisers to “create advertisements in mins and force real consequences—like making your cellphone ring, sending results in your internet site, or bringing clients for your shop.”
Sounds neat, however will they paintings?
If you keep in mind, AdWords Express, though speedy, was no longer mainly effective for plenty agencies because it stripped manipulate from advertisers and put it inside the fingers of system learning. Smart Campaigns construct on the basis that maximum small businesses just want to power calls, store visits, and conversions, and don’t have the time or understanding to discover ways to use AdWords (uhh, Google Ads), so why no longer place your finances in Google’s machine learning-enabled palms.
Fast? Totally. But that doesn’t mean it understands the ins and outs of your commercial enterprise, and that’s a problem.
Ultimately, it comes all the way down to a easy question: do the time savings and the outcomes from the simplified product generate a net win to your commercial enterprise? If you’re only spending a few hundred dollars a month on advertising and marketing, Smart Campaigns is probably a decent choice for you. On the other hand, in case your month-to-month budget has a comma (or two, or 3), it’s a distinctive story totally.
Embracing Audiences Over Keywords
Complexity throughout Google’s marketing systems has brought about a want for simple answers.
In the past, we’ve speculated about Google transitioning away from key phrases in favor of target audience-centric targeting, much like what you would possibly find in paid social channels like Facebook and LinkedIn (and we aren’t the only ones!).
By stripping “words” from the name of its ever-evolving advert platform, Google has all started the process of transferring advertiser notion faraway from keyword motive (the name of the game sauce that makes search queries so rattling treasured as an advertising device) and to a international wherein our attention shifts towards audiences.
While search will always stay an motive-centric and accordingly key-word-reliant area (augmented with audiences thru equipment like RLSA, in-market, and so on.), the rollout of Google Ads makes taking a holistic method to on-line marketing (investing in channels that don’t at once result in conversions) extra palatable for lots small agencies.
Implications for Agencies (and SaaS Companies)
Naturally, in case you’re an business enterprise or in-residence SaaS marketer, there are a few changes you’re going to want to account for.
For one, any paid and natural initiatives that formerly hinged on the key-word “adwords” or ancillary keywords related to it’ll need to be tweaked. If you’re an agency that offers AdWords offerings, you’re going to want to discern out the way to guide your customers thru the ones adjustments.
The right component is, “adwords” as a term and as a concept isn’t going anywhere anytime soon. Campaigns leveraging it received’t all of sudden drop off the web page. Still, it’ll be a very good concept to screen paid and natural seek volumes around “google advertisements” and “adwords” as you move approximately making page updates and bid changes.
Google Ads: A Brave New World?
So..In the end, what’s changing right here?
Are you looking at large campaign overhauls? No, possibly now not.
Google’s new brands can be rolling out steadily over the following month; and given its dedication to transparency, you may anticipate day-to-day marketing campaign operation to remain greater or less the same. In impact, Google has streamlined its advert and advertising enjoy. And in a growingly complicated panorama of digital advertising apps, gear, and software, that’s a move we can get on board with.