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Say Goodbye To Google AdWords

With the launch of Google AdWords nearly 18 years ago, they’ve recently announced it’s time to say goodbye.
Well, not completely…

Google has told us that they are rebranding Google AdWords and it will be transforming into Google Ads.

The Reason For This Shift?

The way people consume media has changed drastically over the years. Mobile phones have become an extension of our bodies. We rapidly switch from searching for products, to watching YouTube, to browsing content in a matter of seconds.

Whilst this means the digital landscape has become more complex, it means there are far more opportunities for business owners and marketers to reach consumers via a wide range of mediums.

Not only that, the dialogue has changed in the digital landscape and consumer attitudes have changed.

People Are Constantly Looking for Advice and Guidance

People have become researched obsessed. They research what not to buy or do as well as what they should buy or do.
“Should I buy a diesel car?”

“Do I need an umbrella?”

They expect personal experiences and it’s up to marketers to assist them in those micro-moments. A strong example of this is the increase in the use of the ‘near me’ feature on Google Maps.

Consumers Are More Aware Of How They Are Being Marketed To

Even before the Facebook / Cambridge Analytica scandal and the GDPR regulations, people were starting to become more aware of how their data is collected and used. It’s of utmost importance now for marketers to provide consumers with control over their data.

Advertising has become an annoyance unless it’s relevant and timely. Advertising only works when it is of valuable assistance to the consumer and creates a meaningful connection to their individual, current situation.

Put simply: Understanding customer intent helps deliver more relevant adverts, therefore, machine learning providing remarkable assistance with this.

A New Name To Reflect This Consumer Shift

The new name Google Ads reflects this change because it’s no longer solely focused on keyword driven advertising.

Google Ads represents the full range of advertising capabilities across the scope, through text, video, display and more, assisting the consumer at every step of their journey.

What Else Has Changed?

They’ve also unified DoubleClick advertiser products and the Google Analytics 360 suite under a single brand, the Google Marketing Platform. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place.

In addition to this, DoubleClick for Publishers and DoubleClick Ad Exchange had been moved into a complete and unified programmatic platform under a new name – Google Ad Manager.

Feeling a little confused by the changes?

Get in touch with a member of our digital team – as an established Google Partner, we can help you make sense of it all.