If you are;
- a) something of a Digital marketeer yourself and/or
- b) have managed not to live under a rock for the past week,
you are most likely to be aware of the latest Google Ads rebrand which was announced by the search engine giant’s Senior Vice President, Ads & Commerce, Sridhar Ramaswamy in his latest blog.
There still are a lot of uncertainties around it but what we do know at this point is that Google has decided to integrate its multifaceted digital marketing products under 3 brand new advertising platforms:
Google Ads, Google Marketing Platform and Google Ads Manager.
This shift unfortunately means that we will have to bid farewell to some of the oldest advertising companions that the company has been offering, and that includes my personal favourite over the years, Google Adwords.
So long, Comrade!
Now that we’ve got the tear jerking part out of the way, let’s try to dismantle this update and quickly understand what lies for us on the other side of this platform/advertising/perception overhaul.
If, like me, you’ve been closely observing the digital advertising trends over the last few years, you know that the wheels that are driving this change have been set in motion since a long time now and what we’re witnessing is sort of a crescendo from the marketing maestro that is Google.
The reason why I say this is because both the Internet and Google have come a long way since where they were 18 years ago.
What happened 18 years ago? Google Adwords was launched!
Those were the pre-Biblical times when people would sit in front of their computers and search for information. As opposed to this, we interact with the internet much more frequently and across several screens for diverse purposes.
Thanks to its massive database and exhaustive machine learning prowess, Google empowers the advertisers to push their content to the desired audience on all those avenues.
According to Sridhar,” Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.”
So without further ado, let’s dive head first into all the three brand new products.
By announcing the new Google Ads, the company has yet again shown its readiness in empowering the small businesses with the power of AI across all the platforms it owns.
What this simply means is that Google will give advertisers an unprecedented access “to connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more,” the blog says.
If you own a small business, Google’s Smart Campaigns are designed to provide you with the optimum results without having to spend a lot of time trying to chisel them to suit your needs.
All that Google asks of you is to answer a few basic questions that enable it to design the campaign based on your preferences and run it for you so that you can put your valuable time to good use and cater to your customers who, according to Google, will flock in!
Here’s a delightful clip explaining how the entire Google universe conspires to make your brand work:
Google Marketing Platform
DoubleClick is yet another veteran Advertising tool which, in its current form, be put to rest with the latest update.
Google plans to merge the functionalities of DoubleClick Digital Marketing and Analytics 360, fusing advertising together with real time analytics and thereby creating enormous value by allowing the “creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place.”
In this avalanche of rebranding, the DoubleClick Search tool has also been renamed to Search Ads 360.
Yet again, Google has slyly given the users a sneak peak into what it has planned for the future, an omnipresent ad experience for the users, controlled from a single unified platform by the advertiser.
Although many details about the newly consolidated platform are to be announced by the company during their keynote event on July 10th, we can be certain about the fact that companies that have the capabilities to run large scale campaigns will have it a lot easier to “plan, buy, measure and optimize digital media and customer experiences in one place.”
Google Ads Manager
The brand new and much more simpler platform, Google Ad Manager, is another embodiment of the fact that Google senses the need to simplify its Advertising and Marketing tools for seamless functioning.
Created by clubbing together DoubleClick for Publishers and DoubleClick Ad Exchange, the platform promises to help the partners in interacting with the perpetually connected user base.
The timing of the update and its inclination towards helping its partners simplify and streamline Ad campaigns strongly suggests that Google feels its important now more than ever to shift the focus from Keyword centric campaigns to audience centric campaigns.
The company wants the partners to be aware about the enormous opportunities that are offered by the new paradigms in advertising and wants to help them effectively leverage it.
From giant multinationals to busy small business owners, it appeals everyone to embrace the power of machine learning and AI.
“Will my prices change?”
The company says that at the moment, it doesn’t have any plans to change the prices of the ongoing services offered by the platforms.
Google promises a smooth transition into what it calls a much more seamless, hasslefree way to advertise, and says that you will be swiftly and slowly guided through all the exciting new features that have been announced and will soon be rolled out gradually.
What this update means for you?
The transition of Google Adwords to Google Ads along with consolidation of various other products into unified entities points towards the company’s pursuit of simplification of the Google Advertising suit. And from the looks of it, these updates will be a fairly regular affair in the months to come.
At this point you’re probably wondering “Am I supposed to scratch my head and scramble for information every time Google announces an update?” Well, not that it’s not an option, but there are better ways to go about it.
To keep digital marketeers aware about the latest changes that they launch, Google has a partners program under which they certify the agencies that consistently pass the benchmarks set by Google and provide them with an exclusive Google partner badge.
Needless to say, partnering with a Google partner and having them in charge of your digital endeavors not only is highly rewarding, but it also takes a lot of load off your chest and makes time for you to do things that matter like growing your business, or finally learning that 6-string!
That’s it from me, for now!
I’ll be posting a lot more about the new Google platforms as the updates roll out and try to demystify them for all the good folks out there.