18 years ago, Google launched Google AdWords to mark the beginning of the digital advertising revolution. Since then, millions of marketers, advertisers and businesses have been reaping the benefits of the great advertising capabilities provided by Google AdWords. Throughout these 18 years, Google AdWords has become the most significant source of Google’s revenue, earning USD 95 billion from ads in 2017.


Upon releasing Adwords, Google has chosen its name to bring the usage of words/text to mind as the most powerful way to advertise with AdWords.

Now, with 5 types of campaigns including search, display, shopping, universal app and video, it is evident that Google AdWords has made a remarkable progress in advertising industry since 2000.


A few days ago, Google announced the rebranding of Google AdWords to be Google Ads. Additionally, the company announced the combination of DoubleClick and Analytics 360 suite to be Google Marketing Platform. Google is also combining DoubleClick for Publishers and DoubleClick Ad Exchange into a new platform called Google Ad Manager.


All these dramatic changes are scheduled to show up on July 24th, 2018.


Google AdWords is becoming Google Ads

Google Ads rebrand will maintain almost the same features of Google AdWords, in addition to some newly-added features. One of these new features are the newly introduced Smart Campaigns, which were designed particularly for beginner advertisers and small businesses. Upon setting your campaign goals (phone calls, directions, site visits) Smart Campaigns will complete the whole set-up automatically from the ad creatives to bid management and targeting.

A more Powerful collaboration with Google Marketing Platform

Thanks to the new tool Google Marketing Platform, marketers and advertisers can now make more efficient use of DoubleClick advertiser products and Analytics 360 Suite under one roof so that they can buy, manage, optimize and monitor their digital media sales altogether on one platform. Google marketing platform combines Google’s enterprise display advertising products; DoubleClick Bid Manager (DBM), DoubleClick Campaign Manager, DoubleClick Studio and Google Audience Center 360. In the coming days, further details about Google Marketing Platform and its new features will be released.

 Google Ad Manager: A Unified Platform

For the purpose of facilitating the way the advertisers manage and monitor their campaigns, Google is combining DoubleClick For Publishers and DoubleClick Ad Exchange in one integrated platform called Google Ad Manager. This programmatic platform offers a more efficient experience for the advertisers to manage their businesses and campaigns more simply and easily. Furthermore, Ad Exchange Buyers tool is rebranded to be Authorized Buyers, a name that reflects the intimate relationship between the users and Google partners.

 Key Differences

With many changes made to the UI of the platforms, Google is aiming to improve the overall advertising experience, offering the advertisers better and more accurate tools to manage their marketing activities more efficiently and simply. Smart Campaigns is one of these new advertising products, it helps new advertisers to take their first steps into what’s now called Google Ads. This product is designed particularly for small businesses with the purpose of breaking down the obstacles that face the new advertisers when using Google AdWords. With Smart Campaigns, Google makes creating and running ads easier while ensuring that the ads are popping up in front of the eyes of the right audience.

As part of Google Marketing Platform, Google is launching the newly added Display & Video 360. This product consolidates features from DoubleClick Bid Manager, Campaign Manager, Studio & Audience Center together in order to help advertisers, creative agencies and media teams create and run successful ad campaigns in one place.

Moreover, Google has lately announced the recent updates of Ads Settings along with an expanded explanation for Why this ad? across all its services and partner websites and applications. All these updates are made to meet the users’ needs while guaranteeing the highest standards of transparency and privacy.

“We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see,” reports Sridhar Ramaswamy, Senior Vice President, Ads & Commerce on Google blog.

This integration between the products is built  upon the deep understanding of the users’ needs and the marketers’ goals and created for making it easier for businesses to achieve their goals efficiently.

The redesigned interfaces and user experience, as well as the new names, might take a bit of getting used to, but overall, the apparent ease of use and brand new products will certainly elevate the digital advertising and media buying industry.

Finally, all these changes will start showing up later this month and over the next couple of months. Stay tuned with Heroleads blog for more Google Ads, Ads Manager & Marketing Platform updates.