The transition from Google Adwords to Google Ads
Posted: Sun Dec 22, 2024 6:18 am
Google was born in 1998 as a search engine, but over the years it has shown us that it is much more than just a place where we can make queries on the Internet. Today it has a wide range of products and platforms that allow us to optimize our experience as users. It became a system that receives and sends emails (Gmail), a cloud where we can store and create documents (GSuite), and even a brand of technological equipment (Chromebook).
Among its other most notable products is Google Adwords. This is an online advertising and pay-per-click system that allows us to advertise content on its network of channels in both text formats and in images and videos . In 2018, it had a rebranding of some of its products, which are mostly specialized in offering online marketing services. Google Adwords, being the main SEM platform of this large multinational, was no exception.
At the last Google Marketing Live 2018, Google executives officially announced that Google Adwords will be launched again as Google Ads. Of course, it is not a simple name change, but a complete revamp of the product. 18 years after launching Adwords with the aim of making it easier for people to connect with businesses online, Google decided to completely rebrand this platform and announce its new updates.
This name and logo change will affect all campaign types offered by the platform (search, display, video, apps, and other types). Starting July 24, 2018, this new design will be used in the user interface, help center, and billing documents.
Why Ads and not Adwords?
When AdWords was first launched, its business model was primarily based on Google Search. This based its positioning on the web on keywords. In other words, text ads would only appear when people entered into the search engine those keywords with which the advertisers wanted to be found.
For example, imagine an online shoe company published an ad in its AdWords account with the keyword “online shoe sales”. This was displayed in the search results along with the organic results that had been indexed. In other words, ads related to the words used in the search engine were delivered to users.
Today, Google has diversified its ad formats. For example, the keyword search model is now exclusive to text ads (Google Search). Google Display is the other wing of Adwords where we can create ads with images and videos, including those that appear on YouTube and on websites through AdSense . In this sense, the name “Adwords” to identify this pay-per-click platform is no longer enough.
What does Google Ads mean?
The word “Ads” encompasses and more strongly represents the variety of ads that can be created on the platform . Regarding this, Sridhar Ramaswamy, vice president of Google, reiterated in a statement that “The new brand, Google Ads, represents all types of campaigns, both search and display, video, native, applications and other types.” To justify this rebranding, Ramaswamy said that much has changed since Adwords was launched 18 years ago.
Mobile devices are now a big part of our everyday lives. People quickly shift from searching for products, to watching videos, exploring content, playing games, and more. As a result, marketers have more opportunities to reach consumers across multiple channels and formats. Google Ads is just one way to integrate all of these avenues for connecting with audiences into one ad platform.
Changes in the interface
This rebranding also brought with it a new change in the AdWords interface. In general, we can see that this new platform places more value on visual information. We find a more minimalist, understandable, colorful and intuitive design. The distribution of tools is more coherent, and the way to edit ads is much faster.
Before and after
We can see significant changes in the layout of the main menu options. In the previous version, this menu was displayed horizontally across the entire screen. In this new interface, it is located vertically on the left side of the screen. One advantage of this new design is that the main menu does not disappear from the screen, which allows us to access and change to other sections whenever we want, such as ad groups, keywords, extensions, etc.
On the other hand, the new interface incorporated a new type of extension that is very useful. When we want to highlight a particular promotion in an ad related to an event or an important date, we can highlight a discount for accessing the ad. For example: Mother's Day, Christmas or Halloween.
It also allows us to create customised reports, with the KPIs and advanced filters that cellphone number philippines we want to analyse and compare our results in the future. These reports are very easy to configure and all the information can be downloaded at once and in different formats. One advantage of this new interface is that access to these reports is much easier. While it was previously within the overview menu, now we have an icon in the upper right corner that allows direct access to the reports.
Google Ads is a new application of artificial intelligence
One of its advantages is that it powers a new machine learning system called Smart Campaigns . With this system, advertisers will be able to select the priority objectives of their campaign . At this point, it will be the new AI that will use machine learning to optimize the content and targeting of the ads.
With this new technology incorporated, advertisers will be able to identify the most important actions and elements in their campaigns. For example, phone calls, purchases or visits to a specific establishment. Once selected, Google Ads will use this artificial intelligence system to optimize the images, text and target audience to achieve the established goals.
Sridhar Ramaswamy, in the statement mentioned above, states that this new type of campaign is aimed especially at small businesses that have never advertised on the Internet . This will allow them to make the most of this platform without needing to be experts in it. In conclusion, many digital marketing experts are experiencing these new changes and enjoying these important Google updates.
Among its other most notable products is Google Adwords. This is an online advertising and pay-per-click system that allows us to advertise content on its network of channels in both text formats and in images and videos . In 2018, it had a rebranding of some of its products, which are mostly specialized in offering online marketing services. Google Adwords, being the main SEM platform of this large multinational, was no exception.
At the last Google Marketing Live 2018, Google executives officially announced that Google Adwords will be launched again as Google Ads. Of course, it is not a simple name change, but a complete revamp of the product. 18 years after launching Adwords with the aim of making it easier for people to connect with businesses online, Google decided to completely rebrand this platform and announce its new updates.
This name and logo change will affect all campaign types offered by the platform (search, display, video, apps, and other types). Starting July 24, 2018, this new design will be used in the user interface, help center, and billing documents.
Why Ads and not Adwords?
When AdWords was first launched, its business model was primarily based on Google Search. This based its positioning on the web on keywords. In other words, text ads would only appear when people entered into the search engine those keywords with which the advertisers wanted to be found.
For example, imagine an online shoe company published an ad in its AdWords account with the keyword “online shoe sales”. This was displayed in the search results along with the organic results that had been indexed. In other words, ads related to the words used in the search engine were delivered to users.
Today, Google has diversified its ad formats. For example, the keyword search model is now exclusive to text ads (Google Search). Google Display is the other wing of Adwords where we can create ads with images and videos, including those that appear on YouTube and on websites through AdSense . In this sense, the name “Adwords” to identify this pay-per-click platform is no longer enough.
What does Google Ads mean?
The word “Ads” encompasses and more strongly represents the variety of ads that can be created on the platform . Regarding this, Sridhar Ramaswamy, vice president of Google, reiterated in a statement that “The new brand, Google Ads, represents all types of campaigns, both search and display, video, native, applications and other types.” To justify this rebranding, Ramaswamy said that much has changed since Adwords was launched 18 years ago.
Mobile devices are now a big part of our everyday lives. People quickly shift from searching for products, to watching videos, exploring content, playing games, and more. As a result, marketers have more opportunities to reach consumers across multiple channels and formats. Google Ads is just one way to integrate all of these avenues for connecting with audiences into one ad platform.
Changes in the interface
This rebranding also brought with it a new change in the AdWords interface. In general, we can see that this new platform places more value on visual information. We find a more minimalist, understandable, colorful and intuitive design. The distribution of tools is more coherent, and the way to edit ads is much faster.
Before and after
We can see significant changes in the layout of the main menu options. In the previous version, this menu was displayed horizontally across the entire screen. In this new interface, it is located vertically on the left side of the screen. One advantage of this new design is that the main menu does not disappear from the screen, which allows us to access and change to other sections whenever we want, such as ad groups, keywords, extensions, etc.
On the other hand, the new interface incorporated a new type of extension that is very useful. When we want to highlight a particular promotion in an ad related to an event or an important date, we can highlight a discount for accessing the ad. For example: Mother's Day, Christmas or Halloween.
It also allows us to create customised reports, with the KPIs and advanced filters that cellphone number philippines we want to analyse and compare our results in the future. These reports are very easy to configure and all the information can be downloaded at once and in different formats. One advantage of this new interface is that access to these reports is much easier. While it was previously within the overview menu, now we have an icon in the upper right corner that allows direct access to the reports.
Google Ads is a new application of artificial intelligence
One of its advantages is that it powers a new machine learning system called Smart Campaigns . With this system, advertisers will be able to select the priority objectives of their campaign . At this point, it will be the new AI that will use machine learning to optimize the content and targeting of the ads.
With this new technology incorporated, advertisers will be able to identify the most important actions and elements in their campaigns. For example, phone calls, purchases or visits to a specific establishment. Once selected, Google Ads will use this artificial intelligence system to optimize the images, text and target audience to achieve the established goals.
Sridhar Ramaswamy, in the statement mentioned above, states that this new type of campaign is aimed especially at small businesses that have never advertised on the Internet . This will allow them to make the most of this platform without needing to be experts in it. In conclusion, many digital marketing experts are experiencing these new changes and enjoying these important Google updates.