Say Goodbye to DoubleClick and AdWords–Google is Giving Advertisers the Next Best Thing

Let’s all bid farewell to DoubleClick and AdWords.

Alphabet, Google’s parent company, is retiring the names, but not their services.

TALK ABOUT RE-BRANDING TAKING PLACE ON A WHOLE NEW LEVEL! After 18 and 22 years, respectively, both the “AdWords” and “DoubleClick” brands will cease to exist. As part of their comprehensive efforts to streamline their advertising offerings, Google’s complex line up of ad products is getting rebranded. 

It’s retiring AdWords and DoubleClick to streamline the admittance points for advertisers and ad sellers; however rebranding is not the only thing Google is focusing on, it is also introducing new solutions that simplify its advertising offerings. Senior Vice President, Sridhar Ramaswamy, who is spearheading Google’s recent ad restructuring, explained how they wanted to broaden their horizon by simply rebranding their current offerings and at the same time, pointing out where they wanted the product to go.

 The new Google ad lineup will encompass three focal pillars, and the rebranded set will roll out in July:  Google Ads, formerly known as Google AdWords, Google Marketing Platform, formerly known as DoubleClick and Google Analytics 360, and Google Ad Manager, which is a unified form of DoubleClick for Publishers and DoubleClick Ad Exchange.

What lies beneath all these innovations however, remains unchanged: AdWords. What started off as a search-based system more than 17 years ago, AdWords, has been renamed as Google Ads. This will basically act as a “front door” for advertisers enabling them to purchase ad space across all Google platforms, which includes (but is not limited to) displaying ads on YouTube videos, or location listings in Google Maps.

The introduction of Google Ads isn’t the only “next best thing”, because the internet giant is targeting micro businesses as well through its introduction of the new “Smart” campaign; its functionality would allow advertisers to quickly design and unveil the ad campaigns and offer enhanced audience-targeting features than ever before.

Next is the Google Marketing Platform­­–a combination of DoubleClick and Google Analytics 360­­–which is designed specifically for marketers. Under this umbrella, Google looks to launch Display and Video 360, which is a mixture of DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center; these will provide marketers the opportunity to unify all their Google tools, allowing for collaboration between the agency, creative and media teams.

 Last, but not the least, Google Ad Manager­­–a unified form of DoubleClick for Publishers and DoubleClick Ad Exchange­­–is a monetization tool for publishers. Although no technical changes have been made, Alphabet has made cosmetic changes such as the logo and the brand name, DoubleClick.

In conclusion, the only things that have been changed are the look and feel of the ad services; the principal functionality is left untouched. The revamped branding and solutions have been projected at advertisers so they can focus more on the aftermath of their ad campaigns, and less on the product assortment, to maintain stability in the momentum for next 20+ years.

The new ad campaign types and other solutions will be unveiled on the 10^th of July at the Google Marketing Live event.