Google dropped news in June about rebranding and mergers that didn’t quite have the impact that some M&A rumors might. Its big news — DoubleClick is dead, AdWords has a new face, and multiple businesses owned by Google related to digital advertising are being pulled under a single umbrella. Hype aside, though, what does it really mean for Acquisio users?
Google Ads 30 Second Recap
Google is bringing DoubleClick Ad Exchange and DoubleClick for Publishers together under the name Ad Manager. DoubleClick Digital Marketing and the Google Analytics 360 Suite are coming together to form Google Marketing Platform. At the same time, Google AdWords is being rebranded as Google Ads. All of the tools associated with online display advertising via Google will have a Google URL and be linked together for streamlined integrations and processes.
Last month, we announced that Google AdWords is becoming Google Ads. Starting today, you will begin to see the new Google Ads brand reflected across our product, Help Center, and other channels. This will take several months to roll out fully. Learn more: https://t.co/E2rqPY3AJ2 pic.twitter.com/V6KB0xoRJg
— Google Ads (@GoogleAds) July 24, 2018
The goal, as stated by Google, is to combine powerful ad display and analytics tools into a single resource, making it easier for businesses of all types to manage and succeed in digital marketing.
What Are the Broad Implications for Marketers?
With Google at the helm, it’s a bit of a loaded question. The first obvious change publishers and advertisers may see is the Ad Manager name and logo slipping in to replace the DoubleClick branding. It won’t happen overnight — Google says it’s likely to happen over the course of a few months across all DoubleClick assets.
But aside from the packaging, the rebrand is more about bringing things together than taking away existing functionality. According to Google, the change is a response to ongoing requests for a simpler approach to holistic advertising, as well as a combination of analytics and ad technology.
You also don’t have to worry about immediate impact to your marketing budget. Google isn’t changing fee structures with the rebrand – which is great! But it doesn’t mean it can’t change in the future.
Given Google’s history, you should expect changes in the future and be ready to move fluidly with them. Luckily, it’s good business for Google to make ad functionality work for as many brands as possible, because what makes you money also makes Google money. In the immediate future, though, you can expect these three things from Google’s new marketing umbrella:
- Reduced time associated with analytics. It’s not something you might see right away; some users report a slight struggle in navigating merged reporting and data options. But with everything in one place, it should be easier to gain actionable insights into your marketing campaigns so you can react in real time or much faster, promoting increased success with each new ad.
- Less time on ad creation, especially for SMBs. Ultimately, Google seems to want to create a product that allows swift ad placement in front of the right audiences for advertisers of all types and skill levels.
- Easier reach to multiple devices and platforms. One huge goal of the merger for Google is to position its offerings as a comprehensive solution rather than a search solution. Display marketing isn’t limited to the SERPs, and it’s taking on new dimensions quicker than ad products can evolve. Bringing all assets together helps Google keep pace with the demands of mobile, video and other display marketing, which means you’ll be able to reach more people from the same launch point. You’ll also get access to Video 360 and Display, which means you can manage audio, TV and other advertising channels alongside your search marketing.
Google Ads Inside Acquisio
Here at Acquisio, we’re thrilled at the move Google is making to simplify their advertising suite for marketers. Since Google is taking on these changes in their backend, it won’t change much for Acquisio platform users. Our API will still continue to bring in your campaign data seamlessly and you shouldn’t notice any changes on your accounts or campaigns. While this may be the biggest change inside AdWords in history, over the next coming months the biggest change Acquisio users will see is the AdWords logo being updated inside Client Campaigns. That said, if you have any questions about these recent changes, don’t hesitate to reach out to your account manager.