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Google Marketing Changes - What to Expect (Part 1/2)

Google is rolling out some new changes this summer to their marketing and advertising campaigns. Specifically, they are gearing towards a marketing approach that utilizes simplification -- and that starts by getting rid of Adwords and DoubleClick brands.

Several of the Virtual Assist USA team members were invited to attend Google’s Live Keynote for exclusive first looks at the new Google Ads, Analytics, and Platform solutions. These brands will be renamed and reorganized as the company deems appropriate:

  • Google Adwords will become Google Ads

  • DoubleClick Ad Exchange and For Publishers will become one platform called Google Ad Manager

  • Google Analytics 360 Suite and DoubleClick advertiser products will now be called Google Marketing Platform

It is important to note that these changes are mostly brand name changes for better organization going forward within Google’s growth. The goal of changing their branding is to improve the ad experience and make all advertisements valuable, transparent, and trustworthy. As our Virtual Assistant team works with clients on digital marketing campaigns, our team has been educated directly via Google regarding these new changes.

Senior Vice President of Google’s Ad & Commerce, Sridhar Ramaswamy, explains, “Mobile is now a huge part of our everyday lives. [...] 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.”

By making mobile and PC content more personal and relevant, new features will provide users with simpler experiences, better results, and stronger collaboration.

The New Google Ads

Google Adwords is an advertising service created by Google where advertisers can pay to display service offerings, advertisements, video channels, and their product listings. These could be seen through many different formats such as Youtube, Gmail, Maps, and a slew of partnered applications.

The hope, according to Google, is that the new Google Ads brand will “represent the full range of advertising capabilities” that they offer. The main goal is to help marketers connect with the billions of people that use Search, watch videos on Youtube, and explore places with their Google Maps.

Some new additional features of the new Google Ads include:

  • Cross Device Reporting and Remarketing –Makes measuring data across multiple devices easier in Google analytics.

  • Responsive Search Ads - Simplify ad creation and testing processes. Allows 90% more text than regular text ads. The user provides headlines and keywords and a machine creates combinations or best possible connections based on those keywords.

  • Landing Page Speed Score - A ten point scale that detects and scores how fast your landing page loads on a mobile device.

  • Accelerated Mobile Pages – Helps drive results with supercharged mobile loading speeds.

Google Ad Manager

Previously, Google’s DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) were separate. With Google’s new changes, both of these ad management solutions will become unified. The new Google Ad Manager will now help publishers start to benefit and monetize the most popular places of engagements.

Johnathan Bellack, Director of Product Management, introduced the new name as a way of reflecting “how our platform helps you earn more and protects your brand, wherever your audience is engaging and however advertisers are looking to work with you.”

According to Bellack, the new ad manager will optimize revenue across all buyers and function as its own complete ad platform. It is not just an ad server or Sell-Side platform (SSP) but a new programmatic solution that hosts features to help with maximizing yield across reservations, private markets, and open auctions.

Sridhar Ramaswamy explains, “With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them.”

Stay tuned for Part 2 tomorrow where our digital marketing Virtual Assistants will discuss more marketing changes to Google.

Stay tuned tomorrow for more notes including more detail on the Google Marketing Platform.

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