The New Google Ads and You
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Google recently announced that they would be rebranding their advertising platforms. Going forward, Google AdWords will simply be known as Google Ads. DoubleClick products will be combined with Google Analytics 360 to make the Google Marketing Platform. Rounding out the new Google Suite is Google Ad Manager, a unified version of DoubleClick for Publishers and DoubleClick Ad Exchange.
As the new brands begin to roll out, many advertisers and small business owners are bracing for the changes that will come along with it. While we wait for the final product, find out more about what Google is up to with the new Google Ads:
The New Google Ads Logo
Why the Change to Google Ads?
The change from Google AdWords to Google Ads is simply a way to provide a broad brand name to all of the advertising services that were previously under Google AdWords. After 18 years, you can do more than just search engine advertising in the Google platform. By changing the brand name, Google hopes to more accurately describe the overall ad suite.
In a release from Google, Senior Vice President of Ads & Commerce said,
“These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels.”
How Does this Impact Me?
According to an email from Google, “Changes to the Google Ads branding will not impact your campaign performance, navigation or reporting.” So breathe a sigh of relief, your campaigns are still running like they always have.
With this rebrand, Google is trying to highlight the ease users have in creating multichannel advertising campaigns in the Google platform.
Google is also highlighting a stronger use of AI and Machine Learning, hoping these technologies will help businesses “get results without any heavy lifting—so they can stay focused on running their businesses.”
Notable New Features
Advertisers are also getting a few new types of ads with the release of the new platforms:
- Responsive Search Ads will allow users to write up to 15 headlines and four descriptions, and Google will run different combinations based on performance. Now advertisers will have to the flexibility to test copy without multiple versions of the same ad clogging their ad groups.
- For the busy small business owner, Google has also introduced Smart campaigns. The campaigns will be almost entirely automated, including creatives and optimization.
A Higher Level of Transparency
As with all other advertising platforms (Facebook, Twitter, etc.), Google is hoping to increase transparency across all their advertising platforms. Along with the roll out of the new brands, Google is introducing improved Ad Settings. With the new Ad Settings, potential customers will be able to see all the topics that they are receiving ads for. They will then be able to make decisions to turn off ads related to these topics or update their information to receive more relevant ads. Google has also expanded the “Why This Ad?” function to allow users to know exactly why they are seeing a certain ad across all of Google’s services.
While you can’t stop a person from using these features to mute your ads, there are some ways you can help minimize the impact the new settings might have on your campaigns:
Google Ad Settings gives users the option to turn of tailored ads
- Make sure you are serving relevant ads to your audience
- Put a frequency cap on your campaigns
- Exclude people who have already bought your product
- Adjust budget allocations to other platforms
Google has already made the switch from the retired AdWords dashboard to the new Google Ads interface. Keep up to date with more changes in the Google Ads as they come on their blog.