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Goodbye, AdWords – What You Need to Know About Google’s Big Rebrand

If you’re a paid search aficionado, you probably have Google AdWords bookmarked on your browser.

However, it’s time to bid adieu to AdWords as you know it. Don’t worry, the platform itself isn’t going anywhere. It’s just getting a name change.

Starting July 24, 2018, Google AdWords will become Google Ads.


What does this update mean?

According to the Google Blog’s official announcement, Google wanted to simplify its advertising products.

AdWords was launched 18 years ago and originally focused on paid search ads. Now, you can reach users with Shopping ads, Google Maps, YouTube, Google Play, and so on.

AdWords makes users think of search ads and keywords, which doesn’t reflect everything businesses can do.

The move from AdWords to Ads “represents the full range of advertising capabilities” Google offers. It also nicely coincides with the new AdWords facelift from January 2017.

This update included a totally new look, overview cards, more visual reporting, advanced bid adjustments, and promotion extensions.

As Google adds new functionalities to its advertising platform and it permanently moves to the new look and experience, it makes sense that it wants to rename it, too.


What else is changing?

The switch from AdWords to Ads isn’t the only thing getting an update.

Google’s also rebranding DoubleClick and Google Analytics 360 to live under the umbrella of “Google Marketing Platform”.

Plus, DoubleClick for Publishers and DoubleClick Ad Exchange will live under “Google Ad Manager.”

There are also new features that have yet to be announced or fleshed out in detail. The new Google Ads will have Smart campaigns, which use artificial intelligence to help small businesses create ads quickly and painlessly.

If you’re a digital advertising agency or a business owner, make sure you tune into the Google Marketing Live Keynote.

This is a one-hour live stream on July 10th that shares more information on these updates, plus news on consumer insights and tech trends. You can sign up here.


What next?

Search Engine Land put together a nice breakdown of Google’s official statement. Check it out, take note, and be sure to start practicing calling it Google Ads!

If you’re an agency, don’t forget to update all your marketing materials and website to replace AdWords with Google Ads.

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