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A Google by any Other Name

August 1, 2018

The ruler of the Internet is getting a makeover with its new advertising suite

Apparently a change is as good as a holiday. But if you’re running your own business it can be impossible to find time to do either of those things.

That is, unless you’re as successful as Google; then you can take all the holidays and make all the changes you want.

And, so, Google has made a change—retiring the long-serving AdWords service and rebranding it as the simpler and broader Google Ads.

As for the holiday, we’re not sure when Google last took one. Seems like it’s always too busy for frivolity—what with having forty-thousand search queries to process every second and all. And we thought searching for our decorations at Christmas was time-consuming.

But, back to the point…

AdWords is taking the holiday that Google can’t. With a rapidly evolving marketplace, it’s time for a new direction—one that makes all those searches-a-second as effective as possible.

On the surface it looks like it could be just a simple name change, and in a way that’s true. AdWords was originally created to allow businesses to capitalise on the favourite search-terms people were using on their desktop computers when trying to find a product or service.

But times have changed. These days consumers do more searching on mobile platforms than they do on desktop computers.

More significantly, ads no longer exist in just words—but in all kinds of displays, apps and videos.

So, with the evolution of searching, this change in branding semantics is subtle, but necessary. It serves to change advertisers’ perceptions of what Google can really do for the advertising of their businesses.

With the simple alteration of the overall moniker, businesses will be more aware of the complete treasure trove that is advertising with Google.

As well as the rebranding of AdWords to the more inclusive ‘Google Ads,’ the way advertising is managed and tracked has also been simplified with the simultaneous launch of the ‘Google Marketing Platform’ and the ‘Google Ad Manager.’

All of this of course means some flashy new logos…

The logos for the new suite of Google advertising—Google Marketing Platform, Google Ads, and Google Ad Manager (IMAGE: GOOGLE)

But it also means that—in Google’s inimitable way—while the branding has gotten a makeover, nothing too drastic is changing in the way the advertising itself is done.

Where it can, Google likes to keep things simple—and the whole purpose behind these aesthetic changes is to continue to simplify the whole process, so businesses can get on with what they really want to do: serve their customers.

In the words of Google, the philosophy behind the tweaking is to “help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels.”

…the whole purpose behind these aesthetic changes is to continue to simplify the whole process, so businesses can get on with what they really want to do: serve their customers.

While Google’s changes may on the surface seem a little perfunctory, the devil is in the details—and as this is a gradual roll out—those details are still being unveiled.

But if we know anything about Google we’re sure the whole thing will be meticulously planned from start to finish, and we can’t wait to get on the ride.

More importantly, for many businesses these changes could be as good as a holiday.

 


 

Need some experts to help make sure you’re on top of all this new ‘Googliness’?

Contact us on 1300 932 435 or helen@wearedando.com.

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