Google has announced the reorganization of its most popular ads brand DoubleClick and Adwords as part of its rebranding strategy. AdWords started its journey seventeen years ago as a search-based ad system, while Google bought DoubleClick in 2008.
Google AdWords is the advertising service of click charging provided by Google. With AdWords, one can also place ads on Google search results, websites, and blogs that are affiliated with Google. One can choose from four types of ads: text ads, image ads, video ads and rich media ads. It is also characterized by using a click fee system that pays Google the amount of money multiplied by the number of clicks and the bid price. With Google AdWords, one can make advertisements even if the budget is low, and can cancel advertisements as soon as the effect is bad.
DoubleClick is a technology for supporting digital marketing. It does not refer to one product and is called DoubleClick series because there is a product lineup crowned with DoubleClick. The official generic name is DoubleClick Digital Marketing (DDM).
Google officials said that neither the fees are going to change nor they are merging any services. Google will preserve AdMob and AdSense brands.
Google’s SVP of ads Sridhar Ramaswamy said that what’s under the hood of the products largely isn’t changing. Rather these primarily name changes that are indicative of where we have been directing products over the last few years.
Google Ads is providing small business an opportunity to use the power of digital advertising by launching Smart Campaigns. This new feature will enable the small organization to design and launch campaigns quickly. These smart campaigns include auto-optimized landing pages that match advertisements that direct users to linked websites. In the second half of this year, a product, image picker (advertisement picker), that advertisers can easily select images of advertisements are scheduled to appear. Google Ads will offer far improved audience targeting as compared to AdWords campaigns.
The new advertising squad will comprise of Google Ad Manager, Google Marketing Platform, and Google Ads
- Earlier known as Google AdWords
- One can be built campaigns and purchase ads on Google.com, other Google services (YouTube and Google Play), partner sites and apps
Google Marketing Platform
Google Marketing Platform combines DoubleClick Digital Marketing, which is a collection of products involved in buying advertisements, among the DoubleClick products, and Google Analytics 360 Suite, to manage various data on one platform, from planning to measurement and optimization. It will be a tool to support the conversion.
- Once DoubleClick and Google Analytics 360 Suite
- Support planning, purchasing, measuring, and optimizing campaigns on Google’s marketer
- Including Display & Video 360 which integrates Google display advertising products
As of June 27, 2018, the tools that can be integrated with Google Marketing Platform are as follows.
- Display & Video 360 (integration of display advertisement product functions of DoubleClick Bid Manager, Campaign Manager, Studio, Audience Center)
- Search Ads 360 (renamed from DoubleClick Search)
- Analytics 360
- Date Studio
- Optimize 360
- Surveys 360
- Tag Manager 360
Google Ad Manager
Combination of ‘DoubleClick for Publishers’ and ‘DoubleClick Ad Exchange’ is Google Ad Manager. This will be the platform for delivering, measuring and optimizing advertisements in areas where viewers such as websites, mobile apps, YouTube and others are interested. With Google Ad Manager, publishers will be able to optimize revenue.
- DoubleClick for Publishers and DoubleClick Ad Exchange
- Tools for publishers to monetize content between connected TV, Accelerated Mobile Page (AMP), and applications
In order to improve the transparency and controllability of the advertisement experience ‘Advertisement Setting,’ the page has been released. The new brand name is applied from the following three, from July 24, 2018.