Google renews its range of ads, AdWords becoming Google Ads – TechCrunch

Google Complex range of advertising products is being renamed.

Sridhar Ramaswamy, The senior vice president who leads Google's advertising efforts explained this change at a press conference this morning, claiming that the company was receiving "regular returns" in recent years over the plethora of products advertising and brands. – could make it confusing for advertisers.

"It's mainly a name change, but that indicates where we've been running the product" in the last few years, Ramaswamy said. He also stated that the brand change indicated "where we want the product to go".

In the future, Google's advertising products will be divided into three major brands. First, AdWords will become Google Ads, which according to Ramaswamy will serve as "gateway for advertisers on all surfaces of Google", that it's search, display ads, YouTube videos, app ads in Google Play, placement listings in Google Maps, or anywhere else.

In this case, it is not just a name change. Google is also launching something that it calls Smart Campaigns, which will become the default mode for advertisers. It allows advertisers to identify priority actions (whether it's phone calls, store visits or purchases), and then Google Ads will use the same. machine learning to optimize images, text and targeting to generate more actions.

The second brand is the Google Marketing platform, which combines DoubleClick Digital Marketing and Google Analytics 360, the business analytics tools for marketers. In this context, Google also announces a new product called Display & Video 360, which combines features of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.

Chief Executive Officer Dan Taylor said the Google Marketing Platform responded to a growing need for collaboration – for example, he said that Adidas used the platform to bring together its brand marketing and performance teams with the measurement team.

The Marketing platform includes a new integration center in which marketers can visualize all the ways they can connect their Google tools in different ways. (And while the focus is here on the integration within the Google platform, Taylor said the company remains committed to interoperability with the ad exchanges and external measurement providers.)

The third brand is Google Ad Manager, a platform that combines Google's monetization tools for publishers, including DoubleClick Ad Exchange and DoubleClick for Publishers. In this case, Jonathan Bellack, director of product management for publisher platforms, said that there has already been a "three-year trip" to merge the two products.

"These categories have just collapsed for some time – all of our publishers are already connecting in a user interface," Bellack said. The only thing that really changes is "the logo".

One result of this consolidation, and what Ramaswamy has described as "bitter-sweet", is that the DoubleClick brand is going away. On the other hand, although they are not the subject of today 's announcement, the AdSense and Admob brands will continue.

The name change should begin in July. Ramaswamy and Taylor both emphasized that no product migration or training will be required.

"The appearance will change a bit, but the basic functionality does not change," Taylor said.