It’s undeniable that continual advancements in technology over the last couple of decades have meant significant changes for digital marketers.
Cast your mind back to when Google first acquired DoubleClick in 2007 or to when Adwords first launched in 2000 with the simple goal of making it easier for people to connect online with businesses. A lot has changed since then. There have been mind-blowing developments and an explosion of channels, formats, types of software and data available to us online.
The digital age
The rise of mobile technology and the adoption of portable devices now allows for people to switch from searching for products, to messaging friends, watching videos, browsing content, online banking, playing games and more, almost instantaneously. As a result the marketing landscape has never been more exciting! We’re are now overwhelmed with opportunities to reach out and engage with our consumers.
However, as this technology has become more accessible and known, consumers are now increasingly aware of how they are being targeted for marketing purposes and of how their data is being used.
To address these new challenges, marketers now require advanced tools that allow them to continue driving results in a way that puts privacy first by handling data with care. While Google have always been present and dominant figures in this space, recent shifts in the marketing landscape have called for them to make some significant changes to their current offerings.
‘Out with the old and in with the new’
In June this year, Google announced that it would be saying goodbye to ‘Google Adwords’ (as well as a few other brand names), instead fusing their services into three primary brands:
- Google Ads
- Google Marketing Platform
- Google Ad Manager
These three brands are the result of a broader effort being made by Google to further simplify and unify their offerings, to make life easier for marketers as they continue to navigate this increasingly complex and digital world.
Say goodbye to Google Adwords
Although our beloved AdWords is no longer, there’s no cause for concern. The new and improved ‘Google Ads’ still represents the full range of advertising capabilities offered today. In fact, if you’re a small business this new change could actually tick many more boxes for you. With the introduction of a new campaign type in Google Ads, they are making it easier for people just like you to get started with online advertising.By bringing machine learning technology to small businesses Google are providing the assistance you need to get results without the heavy lifting. Thanks Google!
Introducing… Google Marketing Platform!
With the introduction of the Google Marketing Platform, Google are facilitating stronger collaboration for marketing teams by unifying and bringing together their existing DoubleClick advertiser products as well as their Google Analytics 360 suite.
The idea behind this is to help marketers plan, buy, measure and continually optimise their digital media and customer experiences all in the one place.
The Google Marketing Platform builds on existing integrations to help you deliver more relevant and effective marketing to your audience, all while ensuring greater privacy and giving the public more control over their data.
Google Marketing Platform also support over 100 integrations including exchanges, measurement solutions and syncs with other technology providers. In short, Google Marketing Platform provides you with everything you had before (and more!) in a more manageable space and all under one roof.
Bring on Display & Video 360
As part of Google Marketing Platform, Google also announced their new offering: Display & Video 360.
Display & Video 360 offers features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre and brings them together to allow creative, agency and media teams to collaborate and execute ad campaigns end-to-end in a single place.
And lastly… Google Ad Manager
Over the last few years, Google has been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under the a new name – Google Ad Manager.
This endeavour was largely due to Google recognising that the way publishers monetise their content has changed.
With this new evolution and unification, Google can do even more for their partners.
Overall, these new changes are only for the better. By providing us with simpler and more unified platforms, Google continue to help marketers like you and I navigate this overwhelming digital world and ensure our marketing strategies continue to drive the results we’re after.
Need help navigating Google’s new product suite? Get in touch with our team today.