Starting on July 24, 2018, Google made one of the biggest brand changes: the transformation of the Google AdWords advertising platform into Google Ads. What does removing Words mean?
Emphasis on content/words to a lesser extent? Is it just the name or the functionalities that are changing? Will legacy users or small businesses be affected? We designed this article specifically to provide you with the answers to the above questions.
What changes have appeared in the new platform?
Let’s start at the beginning… Promotion through advertisements created with the help of the Google Ads platform allows you to have a greater visibility of your brand or products, not only on the Google search engine, but also on Youtube, Gmail, Google Play and Google Maps. Before the rebranding, these means of promotion were not available to users of the Google AdWords platform.
Another change involves an easier way to create campaigns, especially for small, startup businesses. With the help of artificial intelligence, information will be collected that will serve as advice to maximize the effectiveness of campaigns. This will be called Smart Campaigns. The new campaigns will have better audience targeting tools. That being said, the new features are extremely good news for entrepreneurs. In fact, Smart Campaign will offer customers new to advertising many default settings designed to help them find the best targeting.
If in the old platform the focus was on the campaign or the product, now the efforts are focused on achieving a well-established goal, whether it is a specific number of views of a video or direct calls from potential customers.
Of course, the change of brand also brings with it the change of the URL, from adwords.google.com, it turned into ads.google.com.
Why all these changes?
The explanation came from the vice president of Google, who said that the decision is due to the fact that the opportunity to attract and get in touch with consumers is in continuous evolution and has become much more complex, the communication channels are also undergoing changes, putting the last period’s emphasis on a different type of content. In addition to this, let’s not forget the inevitable transition of consumers from desktop to mobile devices.
Visual content continues to gain more and more popularity, being preferred over classic, text-based content. We live in an era of speed, in which people are addicted to multi-tasking, thus opting for communication channels aimed at content that does not require a lot of travel time.
Will the changes negatively affect customers of the Google Ads platform?
The answer is no! The new changes are intended to facilitate the use of the platform and increase the efficiency of campaigns! Therefore, if you are an old customer, Google Ads will not affect your past campaigns or results in any way! In addition, rates remained constant.
Google Adwords is one of the most used tools by many digital marketing companies, which we will surely miss. This platform has helped launch many successful campaigns for our clients, generating conversions and interactions that have led to increased business.
In case you will face questions or difficulties in using the new platform, we invite you to take a look at the Google Help Center or the Google Ads Blog.
