Google AdWords was first launched 18 years ago, being one of the first services designed to streamline the process of securing adverts for websites. The simple purpose of Google Ads was to make it easier for internet users to connect with businesses.
More than this, however, it was also designed to ensure that users would be connected with businesses who were the most relevant and helpful to their needs. Since its inception, Google AdWords was one of the most important services available in any medium for businesses who needed to ensure they were hitting certain targets with their advertising.
Needless to say, the internet has changed a hell of a lot in the last two decades. As time goes on, the ways that the average person uses the internet continue to change. Therefore, those who provide online services are in a constant battle to ensure that they are taking advantage of consumer expectations and are offering them everything they need and want. One of the most significant changes over the last 20 years has been the explosion in the number of internet users who browse the web from their phones.
In order to satisfy the increasingly complex requirements of online businesses and website owners, Google AdWords recently underwent a rebranding, becoming Google Ads in the process. The ultimate purpose of Google Ads is the same as it was for the AdWords program, but there are some subtle and crucial differences between the two. It is hoped that the multitude of more granular services now offered by Google Ads will make it easier for advertisers to more finely tune and control their tools and services.
AdWords to Ads
The new Google Ads brand still represents the same broad capabilities as its predecessor. The ultimate goal is still to ensure that marketers are able to connect with as wide an audience as possible and to bring their services to as many people are possible. Small businesses will benefit from a series of changes that are designed to recognise the very different approaches to marketing that they require when compared with their larger siblings.
For example, Google have introduced a new type of campaign for Google Ads that is designed specifically to help small businesses get started with their first marketing campaigns. Small businesses often feel as if they are at a considerable disadvantage when compared to more established businesses. Even if they both have access to Google’s tools, without the manpower and supplementary capabilities required to use those tools to their full advantage, the small business will always be at a handicap.
The new approach to Google Ads is therefore an important one. By incorporating many of the tools and other services provided by Google and their partners, and giving users a high degree of control over how these tools and services are used, Google has enabled smaller businesses to complete the same kind of vital analytical work as larger businesses. This brings the usually very expensive technology of machine-learning into the hands of small businesses. The result is access to much more powerful capabilities than they otherwise would have been able to afford.
The new Google Marketing Platform is the result of the merging of Google’s DoubleClick advertising products, and the Analytics 360 suite. This new platform is designed to bring more benefits to marketers by allowing them to use analytics tools in a much more powerful way. Marketers are able to build upon any existing integrations that might have been set up between the individual services that now comprise the Google Marketing Platform. By using this platform, marketers can save themselves a lot of trouble and difficulty by configuring and measuring the impact of their campaigns in a single place.
The Google Marketing Platform significantly streamlines the previously fairly esoteric process of planning, buying, measuring, and ultimately optimising their digital media and customer experiences in a single place. One of the exciting new tools included in this package is the Display & Video 360 tool. This tool merges several features from Campaign Manager, DoubleClick Bid Manager, Studio and Audience Centre, in order to allow media teams to focus on creativity and collaboration from within a single tool.
A Unified Platform
The way that online content is monetised has changed a great deal in recent years. People are now able to access content across a multitude of different devices, meaning that marketers now have a greater need to a programmatic process for running their campaigns. With a more programmatic approach, publishers are able to manage their business more simply and efficiently. Because of this, Google spent some time developing the DoubleClick for Publishers, and DoubleClick Ad Exchange as a unified tool, rather than two discrete tools. This new tool is called Google Ad Manager.
This new tool makes it easier for businesses to earn more money and to work with more efficiency.
More Transparency, More Control
The media that is chosen by technology advertisers and publishers has always had a significant impact on their relationships with customers. One of the purposes of Google Ads is to ensure that all the products and platforms available are produced to the highest standards anywhere in the industry. By providing users with a much greater level of transparency and choice in the ads that are served up to them, Google reduce the chances of users reaching for the Ad blocker and completely removing them from their browsing experience altogether.
These changes to the way that users are served adverts, as well as the choices they have over which adverts they see and don’t see, have now been rolled out across all of Google’s services.
Launching a Successful Google Ads Campaign
The changes to Google Ads mean that businesses can feel much more confident in handing over responsibility for their digital marketing campaigns to a single individual. Using the new Google Ads tools makes it much easier to run these campaigns successfully with little to no previous experience.
Google Ads makes it easier than ever before for businesses, both small and large, to devise comprehensive digital marketing campaigns. For those who have used Google’s tools before, the new approach makes things easier in many ways. Meanwhile, new users shouldn’t have much trouble picking it up.