Google has shaken things up a lot up this past week. Google Marketing went live on Tuesday to share the new innovations that we can expect to see in the coming year. Some of the updates included adding machine learning to Google Ads and Google Hotel Ads joining forces with Google Ads.
Can you believe that AdWords was launched nearly 18 years ago! Was there even Google back then? It changed the world of marketing forever and gave us the opportunity to share our products and services with the world, bringing us closer together.
Since then a lot has changed. Mobile has become a huge part of our everyday lives. Allowing people to transition between apps and content quickly. This gives us as marketers the opportunity to catch people at each and every one of the steps they take on their mobile. We can reach them on hundreds of channels, different screens and formats. The ability to deliver content-rich, stunning ads in every form is exciting. But its never been more difficult.
Updates, Updates, Updates.
We are constantly trying to streamline and automate everything because there is just so damn much! Googles updates will be a welcome change. They have created 3 new brands that will encompass all the tools we know and love (and loathe, but know we need).
Google AdWords will become Google Ads
Starting July 24, 2018, you will begin to see the new Google Ads brand which will include the new name and logo. These changes will be reflected in their new product interface, Help Center, billing documents, and more.
Google Hotel Ads will also be merged with Google Ads. Giving hotel advertisers the ability to manage all their ads in one place.
Google brings its powerful machine learning to Google Ads. This will benefit small businesses greatly. “So they can stay focused on running their businesses and get results without the heavy lifting” claims Google.
Introducing Google Marketing Platform
Enterprise marketing teams are going to be happy with this new update. Google will enable stronger collaboration by joining DoubleClick with the Google Analytics 360 Suite to create a single brand: Google Marketing Platform.
The reasoning behind this unification is based on feedback from marketers seeing the benefits of using ads and analytics technology side by side. Building on the existing integrations, Google is hoping to bring a better understanding of customers to deliver better business results. The new platform will bring features that “help marketers plan, buy, measure and optimize digital media and customer experience in one place”.
DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center will be brought together. Allowing agency, creative and media teams to collaborate and execute ad campaigns on a single platform. This feature is dubbed Display & Video 360.
Goodbye DoubleClick and hello Google Ad Manager
Google Ad Manager will encompass DoubleClick for Publishers and DoubleClick Ad Exchange. Multiple screen usage and a high demand for programmatic access mean publishers need a more efficient way to manage their businesses.
We will see dynamic ad experience with out-of-the-box support for video, native and custom ad formats. With the rise of video content, we can see the introduction of live TV and short-form content in ads everywhere. Managing all your ad sources in one place with programmatic abilities and powerful analytics tools for insights and detailed reports for smarter decision making.
The new updates will see an increase in brand safety as well. Giving you power over advertising policies and publisher controls.
With all these new updates we are excited to see how the marketing world reacts and benefits. We’re excited, are you?