Google Adwords has Left the Building – what this means for your business
Google has long been the first choice for web admins and online marketers, when it comes to advertising and analysis. Adwords and Analytics provide data that can help make the most of any website, for everyone from individual bloggers, to SMEs and huge corporates. It’s fair to say though, with Google’s growth and the resulting number of products and assorted brands on offer, it’s all gotten a bit confusing for many advertisers.
Today, more than half of online searches are carried out via a mobile platform. But it’s not only where people carry out searches that has changed, HOW people search and their response to the information they are presented with has also evolved. This meant that Google had to evolve too and become an intrinsic part of the process, connecting consumers to the businesses, information and entertainment they are looking for, whilst providing the opportunities for businesses and providers to get in front of the right people.
Whilst the online experience has undoubtedly become more complex, Google is looking to simplify its offer. This boils down to streamlining the current array of products into three simple elements.
- Google Ads
- Google Marketing Platform
- Google Ad Manager
Here’s a quick look at each of the new brands:
Google Ads is where all of Google’s advertising options will be accessed, no matter whether they’re to be used. The aim is to help marketers make the most of every opportunity to connect with users, across multiple platforms. This means more effective targeting, whether users are seeking solutions on Search, checking out videos on YouTube, exploring Google Maps, or looking for new apps on Google Play.
As part of the offer, small businesses should find it easier to enter the world of paid online advertising, via the new ‘Smart Campaigns’ feature. This service is specifically designed for SMEs, making the creation, management and targeting of ads a quicker and simpler process.
Here, Google wants to help small businesses reach the right people, with intelligent use of data, driving more of the results that business owners and entrepreneurs want to see.
Google Analytics 360 moves to combine with DoubleClick Digital Marketing, rebranded as Google Marketing Platform. This is where businesses will be able to plan, create, analyse and optimise their customer experience. A suite of tools will assist businesses with gaining a better understanding of their potential customers, whilst putting the customer experience at the front and centre of the process. Marketing teams will be able to collaborate on projects and share insights and information, updating and tweaking campaigns as necessary, in order to get the best results.
Google Marketing Platform uses the existing integrations between Google Analytics and DoubleClick products, via the new “Integration Centre”. Here, businesses will be able use data to make their advertising, targeting and conversions much more effective. They will even be able to link products and identify new opportunities for converting sales with valuable insights into visitor profiles and activity.
Google Ad Manager is all about the money; creating a complete ad platform to help businesses increase revenue and protect their brand, no matter how they choose to sell. The platform means the end of the DoubleClick brand, but continues to offer the same functionality. For businesses, this means opportunities for monetisation, whilst maintaining protection against spam, domain spoofing and bot-traffic continue to be key functions. For consumers, it’s about adapting content to the plethora of screen sizes, platforms and devices, whilst ensuring ads are optimised for the user experience.
In real terms, this is little more than Google having a tidy up; bringing products together into a neater package that is easier to understand and use. Sridhar Ramaswamy, Google’s Senior Vice President, Ads & Commerce, acknowledges this, as he said, “This is a primarily a name change, but it is indicative of where we have been directing the product” for the past few years.”
For anyone who is already using Adwords, Analytics or DoubleClick, transition should be seamless, with no system changes, migrations, or training requirements necessary. New features are designed to simplify the process, not make it more complex. Importantly, for businesses that have long wanted to try online advertising, but were daunted by the prospect, this is a positive move.