The consistent three years efforts of Google have now resulted in the form of Google Ads, Google Marketing Platform and Google Ad Manager. Through it, the company aims at making the ads and marketing more efficient and streamlined for the small businesses.
On Wednesday, this new change has announced about ads rebranding. Now the advertising will become easier, simpler and targeted to the intended audience. It will track different actions of the visitors like phone calls, ads viewing etc based on the location and device. It is not just a name change but Google Ads will use machine learning which optimizes the images, text and targeting according to the given data and helps in driving more of traffic to the respective business.
According to the Ramaswamy, Google ads will serve as the “the front door for advertisers to buy on all Google surfaces,” whether that’s search, display ads, YouTube videos, app ads in Google Play, location listings in Google Maps or elsewhere.
Sridhar Ramaswamy, the senior vice president who leads Google’s ad efforts, explained:
“This is a primarily a name change, but it is indicative of where we have been directing the product” for the past few years, Ramaswamy said. He also said the rebrand points to “where we want the product to go.”
Formerly you have known about DoubleClick Digital Marketing and Google Analytics 360 which acted as the company’s marketing tools. Google has merged them both and bring to bring new Google Marketing Platform. Managing Director for Platforms Dan Taylor said the Google Marketing Platform is responding to a growing need for collaboration — for example, he said Adidas used the platform to bring its brand and performance marketing teams together with the measurement team.
The third brand is Google Ad Manager, a platform that combines Google’s monetization tools for publishers, namely DoubleClick Ad Exchange and DoubleClick for Publishers. In this case, Jonathan Bellack, director of product management for publisher platforms, said there’s already been a “three-year journey” of merging the two products as the programmatic ad-buying becomes used across more types of advertising.
“These categories have just been breaking down for a while — all of our publishers already log into one user interface,” Bellack said. So the only thing that’s really changing is “the logo.”
Specifically for small business:
Google announced the launch of an advertising product designed specifically for small businesses–another effort in breaking down the barriers to entry for newer advertisers.
“For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising,” the post reads. “It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting–so they can stay focused on running their business.”
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