When done correctly, rebranding can be used as an effective strategy to bring life back to something that may be going a little stale. It’s is also a great tool to simplify a product.
In Google’s case, it’s the latter.
Google is looking to change AdWords and DoubleClick into something more streamlined, and your catalysts at Cobalt Digital Marketing are observing this change to see how it will benefit digital marketers the world over.
Here’s what we’ve learned.
It is important to address that even though these advertising products are changing, not much about them is actually changing. Think of this as a facelift and not an all-out butchering.
Due to how the market is moving— mobile —Google is reorganizing (and renaming) their advertising products to reflect what they are currently capable of and where they see the industry growing toward.
And they want to do that by establishing three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager.
[bctt tweet=”#Google advertising products will be established into three primary brands: Google Ads, Google Marketing Platform, and Google Ad Manager #CobaltDigitalMarketing” username=””]
With its humble launch in 2000, AdWords was a simple platform that ran text-based ads on Desktop Search. Now, AdWords supports a bevy of different ad formats like text, shopping, video, display, and app install. These have even spread far into Search, Gmail, YouTube, and Maps.
So if it ain’t broke, why fix it? The heads of Google feel that AdWords only showcases a small portion of what their ad products are truly capable of. By rebranding it as Google Ads, the goal is to make it apparent that this ad product is comprised of many other formats of advertising.
While this simplification may seem in name only, Google has announced Smart Campaigns. This (somewhat) automated advertising campaign system will use machine learning to help small businesses that lack the time or resources to run an effective digital advertising campaign.
Google Marketing Platform
Grab one part DoubleClick advertising products and combine with one part Analytics 360, and you’ve got Google Marketing Platform. This combination helps enterprise customers plan, buy, measure, and optimize digital media buys all in one convenient place.
The goal of the unification of these products is to give digital marketers the means to create audiences, activate them, and analyze the results without having to go through a whole process of navigating between two or more products.
Display & Video 360 will merge Google’s other enterprise display advertising products including:
- DoubleClick Bid Manager
- DoubleClick Campaign Manager
- DoubleClick Studio
- Google Audience Center 360
That’s not all. Google’s enterprise-level search management platform DoubleClick Search will become Search Ads 360, while Google Data Studio, Surveys 360, Optimize 360, and Tag Manager 360 will be incorporated into the Google Marketing Platform.
Google Marketing Platform will also be designed with user choice in mind, giving marketers the ability to choose from over 100 existing integrations with third-party measurement solutions, ad exchanges, and other products too.
[bctt tweet=”In 2007, @Google outbid @Microsoft @Yahoo and @AOL to acquire @doubleclick for $3.1 billion. #MoneyWellSpent #CobaltDigitalMarketing” username=””]
Google Ad Manager
Lastly, DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) will be combined into Google Ad Manager. AdX was launched by Google to aid large publishers in selling advertising inventory in real time.
In essence, Google Ad Manager will help publishers monetize new areas where people are engaged such as live streams, connected TVs, mobile games, Accelerated Mobile Pages, YouTube, and Apple News to name a few.
Google’s rebranding rolls out around mid-July and continues on throughout the next few months. Cobalt Digital will keep you up-to-date on all the exciting news.
Are you ready for a more simplified way of conducting advertising campaigns with better results? As a digital marketing company, we know we are.
If you need the services of an expert team of digital marketers aimed at making your business top dog in rankings and head honcho in advertising, then you’ve got to contact Cobalt Digital Marketing to set up your custom Cobalt Formula™ today.
The longer you wait, the more money is falling between your fingers!