Google are attempting to streamline their offerings by putting Adwords and DoubleClick into retirement, and promoting their 3 new up-and-coming products from apprentice status to fully-fledged employee, pushing them out into the ‘real world’.
Well, strictly speaking, the products are largely similar. The general principles of Google Adwords and DoubleClick (including Advertiser, For Publishers and Ad Exchange) are here to stay, but Google have indicated that the name chances are “indicative of where they have been directing products over the last few years”.
What was once known as Google Adwords has now become Google Ads, DoubleClick Advertiser (and GA Analytics 360 Suite) now answer to Google Marketing Platform, and DoubleClick for Publishers and DoubleClick Ad Exchange have been combined into a new platform, Google Ad Manager.
Over the years, Google have been known to be constantly acquiring and developing new products and formats, sometimes well-received, and other times missing the mark. This has meant that over the last 20 or so years the products have become incredibly complex and confusing, especially for newer advertisers.
The concept of each new platform is to make it easier for marketers to identify which platform is necessary for their business to achieve successful outcomes as quickly, easily and efficiently as possible.
Adwords launched in 2000 offering just their text-based search advertisements, but we have now been provided with the capability to incorporate shopping listings, display advertisements, video advertisements and even app advertisements. Back in 2000, the moniker ‘AdWords’ made a lot of sense, but over the last 18 years this title has become less and less relevant as the platform became more and more capable.
By merging together DoubleClick Advertiser products and Analytics 360, the media buying process becomes a lot easier for enterprise customers as they can plan, buy and measure in the same place.
Google had noticed that a customers were increasingly merging the two together anyway on their own terms, and the ones that did, saw better outcomes with not having to navigate between two platforms.
Another amalgamation was seen between DoubleClick for Publishers and DoubleClick Ad Exchange and is a product that will help publishers manage their ad inventory (the space they have on a site for advertising). The combination of a complete ad revenue engine and the ad exchange marketplace is an attempt to streamline the process, making it far easier for all marketers.
Well, in a nutshell… not a lot! The change will be most noticeable and have the most impact on digital agencies like ourselves, managing client accounts. We have high hopes for the new streamlined process, and since we’ll be able to make more informed decisions than ever due to having more information at our fingertips, we believe the upgrade will bring better results.
Personally, we’re intrigued to see how the hybrid platforms work together when they are officially rolled out, but we’re feeling incredibly positive about this update. After all, the easier it is to market effectively for conversions, the better!
If you’d like to find out more about the marketing services Calm can provide you with, just get in touch on 01642 903030 or send through any questions you have to firstname.lastname@example.org!
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