#2018Trending: Google AdWords is now Google Ads

Recent update: The Senior vice president Sridhar Ramaswamy who leads Google's ads, explained about the rebrand. He said the reason behind the rebranding is the company has been getting constant feedback over the past few years.

As Google has acquired new ad products, to get leads it has become more complex over the past two decades. This made advertisers, agencies, and publishers hard to recognize and select the appropriate google product for their needs. With the point of rebranding, it helps in locating “where we want the product to go" Along with the latest trends of rebranding, Google is also coming up with new solutions that simplify its advertising offerings.

Going ahead, Google's ad products will be segmented into three major brands.

1. Google AdWords is now Google Ads

2. Google Marketing Platform (A combination of Double Click advertiser products and Google Analytics 360)

3. Google Ad Manager

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Let's know what are these three major changes and its impact:

1. Google AdWords is now Google Ads

Firstly, whether it's a search ad, display ads, app ads or YouTube video ads etc., this serves as the front door for advertisers to buy on all google surfaces.

Google is also laughing something new as smart campaigns, which is a default mode for advertisers. It allows advertisers to identify the actions based on priorities whether store visits, purchases or phone calls. With the use of machine language the images, texts are optimized and drive to respective actions.

2. Google Marketing Platform

Google Marketing Platform assists to plan, buy, measure and optimize digital media all in one place.

Dan Taylor Managing Director for platforms said about the Google Marketing Platform as it helps in growing need for collaboration.

The Marketing Platform adds a new integrations centre. Unifying DoubleClick and Analytics 360 as a single platform has come for the advertisers who were integrating the two products on their own.

3. Google Ad Manager

The Final Change unifying DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) has been a three-year process. Jonathan Bellack, the director of product management for publisher ad platforms said, “Marketer demand for addressable advertising has moved us to a place where all buying will be programmatic,”

Google Ad Manager will assist publishers to monetize at all the new places where people are engaging. For example live streams, connected TVs, Accelerated Mobile Pages (AMP), and platforms like YouTube and Apple News, Bellack explained.