A major change has come into Google’s business. Recently, the leading search engine has consolidate its advertising portfolio into three brands: Google Ads, Google Marketing Platform, and Google Manager.
Formerly known as Google Adwords, GoogleAds handles the full-range of the company’s advertising function for all its properties such as Google.com, YouTube, Google Maps, and Google Play. As an upgraded feature, Google Ads will be launching smart campaigns to make a better online advertising management to small business units. This new learning technology aims to be help small companies to kick-start their online business.
A brainchild of company mergers – DoubleClick and Google Analytics 360 Suite – the Google Marketing Platform is set to give the clients an opportunity to create better plan, buy, measure, and to optimise the digital media and customer experience in one place. As part of the changes, it will also bring forth Displta & Video 360 into this portfolio which brings all the features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Because of this, creative agencies and media teams will be able to collaborate and execute campaigns in a single platform. Furthermore, DoubleClick Search will now be names as Search Ads 360, which is still manage to help marketers in buying search ads.
As a result of consolidating DoubleClick for Publishers and the DoubleClick Ad Exchange, a unified programmatic platform was made called Google Ad Manager. Its function is to enable partners to more money and more efficiently.
The decision to revamp the programs into three integrated platforms has nothing to do with current issues in the industry such as brand safety and other challenges with programmatic advertising, according to Dan Taylor, MD – Google Platforms. He mentioned, “the decision to evolve the names was not related to exogenous factors […] as we have been actively working to evolve the brands.”
He reiterates that the move is caused by the increasing needs of the advertisers to integrate their products for better usability, “a high number of customers were linking their own accounts across the different offerings on their own, and a big part of the client feedback was how we could make this easier and connect the dots on this single commercial offering,”
On that note, Taylot also added that digital agencies and marketers are not required to pay for the entire platform, they still the option to buy specific features and offerings based on their needs.
These newly-integrated brands are a means to help advertisers and publishers to personalize the approach in choosing solutions for their business. This initiative will make it easier for both small and big businesses to deliver effective and reliable results – making it more satisfying both for the revenue and the consumers’ experience.