Goodbye, AdWords. It’s Time for a Rebrand

AdWords is soon to be no more. And no, Google hasn’t gone out of business overnight. But they are undergoing a rebrand and it’s a pretty major one at that. In doing so, they are attempting to simplify and improve the advertising experience through Google. This, in turn, will give businesses a better, clearer understanding in order to maximise their ROI.

So, it’s time to say goodbye to AdWords and hello to Google Ads, as this rebrand starts rolling out worldwide over the course of this month.

What change can we expect to see?

Along with the most talked about change to AdWords, we’ll also see the introduction of the Google Marketing Platform and Google Ad Manager. The goal is to help businesses navigate the somewhat daunting world of advertising. This revamp should enable companies to choose the right solutions. It focuses on allowing people to create valuable adverts across a multitude of channels, and the result should mean that businesses and consumers are better connected.

Google Ads

What launched back in 2000 has evolved and developed over the years into something far more sophisticated and capable. AdWords started life as a place for text ads on desktop search. But now? Now, Google dominates the search market and offers advertising across a staggering host of platforms, partner sites and apps. And with that growth comes the needs to rethink and rebrand.

So, what is changing? Some have suggested that dropping ‘Words’ indicates that the new advertising set up will be less keyword-driven, but is there any truth to it? In an interview with Search Engine Land, Google highlighted that the real aim of this rebrand is to portray a more “straightforward representation” of the advertising services. Whilst this is, according to Ramaswamy, primarily just a name change, it is indicative of where Google envisage the advertising model going. In essence, it is no longer just about the keywords or text adverts, Google Ads will be all-encompassing and feature a host of new services such as Smart campaigns.

Google Marketing Platform

With a focus primarily on larger advertisers, Google is bringing DoubleClick advertiser products and the Analytics 360 Suite together under one roof. By using the ads and analytics technology alongside each other, the aim is to give businesses a better understanding of their customers. What’s more, it should enable enhanced tracking, allowing people to better monitor and analyse how well their ads are performing.

As part of the Marketing Platform, Google have also announced the introduction of Display & Video 360, more details of which will be released during the Google Marketing Live Keynote on July 10th.

Google Ad Manager

Last but not least is Google Ad Manager, the amalgamation of DoubleClick for Publishers and DoubleClick Ad Exchange. This unification, which has been in the making for three years, has been put in place in order to maximise the earning potential for publishers. To do that, Google are opening up the opportunity to monetise content wherever people are engaging with it. That means live streams, mobile games and virtually everything in between.

It’s worth mentioning that AdSense and AdMob will continue. This means that smaller companies can still generate revenue from the advertising space on their sites.


For more updates on the Google rebrand, keep an eye out on our blog!