Google (NASDAQ: GOOGL) is abandoning AdWords and DoubleClick.
Google modifies its advertising offer
In order to simplify the creation and management of advertising campaigns with Google, the search engine company transforms these services into Google Ads, Google Marketing Platform and Google Ad Manager.
The changes streamline and combine existing products in recognition of the growing importance of mobile advertising, monetizing through different channels and other factors.
Sridhar Ramaswamy, senior vice president of Google Ads, explained how the new offering is aimed at small businesses in a company. He writes, "For small businesses in particular, we're introducing a new type of campaign into Google ads that makes starting the online ad easier.
"It brings Google's machine learning technology to small businesses and helps them achieve results without additional effort – so that they can stay focused on running their business."
Check out this Google video explaining the changes to its ad platform:
Smart campaigns: Google ads
The new products are aimed at helping small businesses who want to take advantage of online advertising but who do not have dedicated staff or big marketing budgets.
Google reports that smart campaigns that generate Google ads are three times better to place your ads in front of your target market. They are also planning to deploy Image Picker later this year, which will add custom photos to new commercials.
"Choose the first three images of our suggestions, or download yours, and your ads will be ready to appear, and we'll help you get results by testing combinations of the text and images you've selected," he said. Kim Spalding, General Manager and Product Manager, Small Business Ads
Google Marketing Platform: Analysis and Optimization
Another big change, the Google Marketing Platform, brings DoubleClick Digital Marketing and Google Analytics 360 Suite together under a new banner.
Better analysis and optimization under one roof are Google's big sales here. A new integration center supports 100 channels of access to measurement solutions, technology providers and exchanges.
There are other new features, including Display & Video 360. Continuing with the theme of simplifying and streamlining the process for small businesses, this brings together several DoubleClick Bid Manager features into one. only place.
360 search ads replace DoubleClick Search.
One of the big themes that should interest small businesses is the pursuit of wedding advertisements and analytics, which allows you to tweak your advertising campaigns.
Google Ad Manager: Following the Leader
It's no surprise that the new manager Google Ad Manager included some moving items gathered under this new banner.
"Since the acquisition of DoubleClick more than 10 years ago, we have continually developed our platforms to help our partners grow their revenues and create sustainable businesses with advertising," ]
Jonathan Bellack, director of product management, said in a publication of the company.
The merger of DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP) is quickly transformed into a mobile and video-enabled ad platform. The new "programmatic solutions" offered here will be an added bonus for small businesses looking to get the most out of software that can automate their buying and advertising processes.
Long short story is Google Ad Manager allows you to track your ads and measure and optimize them in places where your target market is engaging such as mobile games, other apps, Apple News and Youtube. That's the way Google help you in this endless game to follow the leader in new distribution channels.
New products begin to appear in mid-July. Google Marketing Live will launch other campaigns on July 10th.
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