Google is retiring AdWords and replacing it with Google Ads in a major rebranding effort. The move is essentially a name change which means Google Ads will pretty much be the AdWords we know under a different name.

However, is also merging DoubleClick and Google Analytics 360 Suite into a single platform while creating a new Google Ad Manager tool. This leaves us with a new, three-pronged Google Ads ecosystem to help simplify the process of advertising on Google.

Here’s what the Google Ads is going to look like.


AdWords becomes Google Ads

Source: Google Blog


You can read Google’s full explanation of the AdWords rebranding here but the key thing to know is that AdWords itself isn’t changing. Yes, Google has said it will introduce some new ad formats and there might be some minor changes involved in the reshuffle but you’re not going to have to learn Google Ads from the ground up.

This is AdWords under a new name and you shouldn’t see any major changes made to the new AdWords experience (now simply called, the Google Ads experience) that was introduced earlier this year.

Here’s what Google has to say about the rebranding of Google Ads:


“The new Google Ads brand represents the full range of advertising capabilities we offer today—on and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.”


Google says it is introducing a new campaign type in for small businesses in Google Ads, called Smart campaigns. Powered by machine learning, Google says Smart campaigns help smaller businesses to create ads in minutes and automatically optimise them to generate phone calls and in-store visits.

Source: Google Blog


Google says it will also be introducing more new campaign types at Google Marketing Live on July 10. You can sign up to watch the livestream of the event here.


Google Marketing Platform: DoubleClick meets Google Analytics 360 Suite

Source: Google Blog


As part of the Google Ads rebranding, Google is also combining DoubleClick and Google Analytics 360 Suite into a single platform: Google Marketing Platform. This brings the best of Google’s marketing analytics suites into a single toolset, allowing you to manage your entire strategy from one place.

Source: Google Marketing Platform


Today’s marketers are managing websites, running ad campaigns, creating content and bringing all of their strategic efforts together. Now, Google is addressing this trend by combining its two premier analytics suites into a single platform.

Source: Google Marketing Platform


“Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.”


Google Ad Manager

Source: Google Blog


The third and final part of the Google Ads rebranding is to combine DoubleClick for Publishers and DoubleClick Ad Exchange. This results in Google Ad Manager, a complete platform for creating and managing programmatic ad campaigns for real-time marketing and multimedia content across multiple devices.

If you’re looking to use the latest advertising technology, then this is the platform for you. Google Ad Manager streamlines the whole process, making it easier for advertisers to enter the world of programmatic advertising and get the best results.


While the Google Ads rebranding might cause some early confusion, you have to say it’s a good move from Google. Aside from the name being simpler and more descriptive, the streamlining of other tools into Google Marketing Platform and Google Ad Manager makes the Google advertising suite significantly easier to understand for new users. We’ll also be interested to see what Google has to offer at Google Marketing Live on July 10 so stay tuned for more news.