Why Did Google AdWords Change to Google Ads?

11:40 PM February 22, 2019

Google has made the executive decision to reorganize their different ad products into three brand new departments: Google Ads, Google Marketing Platform, and Google Ads Manager.  We’ll take a look into why Google Adwords was changed into Google Ads.

This Article Discusses:

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  • Why this rebrand is happening now..
  • What the future of keywords is…
  • Whether or not Smart Campaigns are for you…

At the highest level, this big announcement was more than likely instigated by how much mobile device use has grown. The mass amount of people using mobile has created an audience-focused mindset for companies around the world. More opportunities to reach more people, across even more channels. These advantages are obviously appealing to business, as they can market content directly to their ideal customer base. A slew of shakeups (consolidation in Smart Campaigns) were announced by Google’s Senior VP of Ads and Commerce, Sridhar Ramaswamy, just a week before Google’s marketing event.

Introducing Google Ads

From our perspective, the biggest change is that they are eliminating ADWords (the brand) and creating a whole new brand: Google Ads, along with many other channels, placements, and formats.  GDN, Youtube, and Shopping (most of which were acquired, not built) have called Google Adwords “home” for a good deal of time now. Unfortunately, AdWords is synonymous with search. Having additional channels folded into the same interface has allowed the platform to grow significantly.  It can be tough when their video, gbanner, and search creative were all on the same platform before.

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Google is hoping that this newer and simpler name will usher in understanding and leave the door open to expand advertising options simply and easily in the future. As mentioned earlier, the rebranding efforts are fueled by a growing need for more simplicity in online advertising.

Originally, AdWords was built for a “computer second” world where someone gets home from work, drinks a beer, and then goes to their office for what might have been the first time that day. Not much time was spent in front of the computer. However, today we live in a mobile first world that is very search-based and frequently used on phones and mobile devices.  Today people conduct business using a 3-monitor setup at the office, watching product videos on YouTube and making transactions rapidly through the online interface.

Google can help advertisers and marketers reach many potential customers at whatever stage of the process they may be in.  This includes a concept that wasn’t described by the name “Google Adwords,” hence why they changed the brand to “Google Ads.”  It just makes more sense. Google Ads (all three names actually) are succinct enough to make clear what value the businesses have to offer. Another benefit is the massive potential for growth, because the simple platforms allow more users to use the marketing services.  It’s a Win-Win.

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Another service that Google is trying very hard to push is the brand new “Smart Campaigns.” Built on the same tech that powered AdWords Express, Smart Campaigns have been designed for small business owners with no paid search experience.  This allows advertisers to drive real results, like making your phone ring, sending leads to your website, or even bringing customers into your store!

Sounds great in theory, but does it work? If you think back to AdWords Express, even though it was fast, it wasn’t particularly effective for many businesses because it took control from advertisers and gave it to machine learning.  Smart Campaigns are built on the premise that small businesses want to drive calls, get store visits, and conversions, but just don’t have the time to learn what they need for paid search expertise.  So, why not place your budget in the hands of machine learning?

Fast?  Why yes it is, but it doesn’t mean that it fully understands the ins and outs of your complex business. So really, what is changing here?  Why did Google Adwords Change to Google Ads? Will there be massive campaign overhauls?  No, probably not.

Google’s new brands have now come out, and they are committed to both transparency and consumer accessibility.  They have streamlined the ad and marketing experience for consumers. In a virtual landscape that’s becoming more and more mobile every day, there’s no doubt that we need to understand the technology.  The new service, Google Ads, could potentially get rid of the need for Google Ads specialists, and it will be very interesting to see what happens as this transition takes place. The days of Google Adwords are in the past, but the future of Google Ads is just now beginning.

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