Google is Making Some Big Changes, Here’s What They Mean for You

what happened to google adwords

Google recently announced that it will be making some changes to its ad services. The tech giant’s Senior Vice President of Ads and Commerce, Sridhar Ramaswamy, broke the news that some services will be rebranded, while others will be disappearing in order to provide simpler solutions to advertisers.

At a glance:

  • Google Adwords is being renamed Google Ads and will include a feature called Smart campaigns
  • DoubleClick and the Google Analytics 360 Suite will be combined and brought under the Google Marketing Platform
  • DoubleClick for Publishers and DoubleClick Ad Exchange are becoming a part of Google Ad Manager

Google AdWords is a core online advertising tool created in 2000, and one of the services undergoing a rebrand. AdWords helps many businesses target consumers and increase brand awareness online through targeted ads. Companies can continue to buy ads on Google’s ad network as they did with AdWords, but the tool will be operating under a new name. The AdWords name will be changed to Google Ads on July 24th, and will offer marketers access to Google properties, such as YouTube, as well as partner sites and apps. Along with a new name, the tool will include a new campaign type called Smart campaigns. Advertisers can use Smart campaigns that will drive business by creating quick and effective ads tailored to specific goals.

DoubleClick, a platform that provides advanced advertising tools such as DoubleClick Creative Solutions, experienced success by giving marketers access to audience insights in one place. As part of the rebrand, DoubleClick will be combined with the Google Analytics 360 Suite, which helps businesses improve their marketing using visitor metrics, and will become a part of the new Google Marketing Platform that aims to help you “plan, buy, measure and optimize digital media and customer experiences in one place,” says VP of Display and Video Advertising Brad Bender.  The new integrated platform contains cutting-edge tools such as Search Ads 360 and Display and Video 360, which will gradually replace some of DoubleClick’s advertising products.  The company claims that this platform will provide people with “a unified advertising and analytics platform for smarter marketing,” and hopes that the collaborative features and ability to share insights will support the customer-first approach that many businesses have adopted.

The changes don’t end there. DoubleClick for Publishers and DoubleClick Ad Exchange won’t be moving to the Google Marketing Platform along with the other DoubleClick products because they will now fall under Google Ad Manager. The tool offers specialized, cross-platform advertising solutions that promise to keep visitors engaged for longer, increasing and uncovering revenue streams so advertisers get the most out of their marketing efforts. Google Ad Manager also aims to protect advertisers and users from fraud by offering over 30 controls that help advertisers manage their ads along with reinforcement from Google’s spam detection and policy enforcement tools.

Exciting changes are happening at Google, and we can help you use these new tools to your advantage. Appleton Creative is an award-winning, full-service Orlando advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or

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