A Change in Googles Ad Offerings; Launching a New Ad Extensions
A synopsis of Sonali Datta's article on Martech Advisor
What Has Google Changed?
Google has rebranded their advertising portfolio, to streamline their products, and launch Google Ads Click Identifier to offer advertisers a better view of prospects and maximize advertising ROI.
The newly rebranded products are Google Ads for SMBs, Google Marketing Platform for enterprises (a combination of Doubleclick and Google Analytics, and Google Ad manager for large publishers (a combination of all Google monetization tools in a single platform). The thought behind this rebranding and organization is to remove confusion between the numerous offerings in the Google ad space.
Customers a switching across multiple mediums and channels more quickly than ever before. This creates even greater demand for omnichannel marketing as the opportunity to reach customers across many formats, channels, and screens is ever increasing. This new Google Ad Stack will allow marketers to create real relevant ad campaigns, rebuilding campaigns base on real-time data, customer insights, and an identifiable purchase roadmap.
Who Will the Changes Benefit?
Google Ads for Small and Medium Businesses: 2 Key Benefits, Smart Campaigns and Click Identifier. Smart Campaign will give AI real-time ad campaigns for small and medium busines marketers, driven by their business goals i.e. increases store visits, website visitors, or customer phone calls. The Smart Campaign will help alter campaign ads to drive quicker goal success. Click Identifier will allow B2B marketers to get detailed info about businesses who click their ads, while less detailed for B2C advertises the extension will provide exact keywords and ads clicked by visitors. In both instances, this will provide a more global view across all ad channels, display, search, YouTube video, and Google Play/Maps etc.
Google Marketing Platform for Enterprises: A combination of existing Google Ad product, the main feature is connecting Google Analytics 360 with the demand-side platform, campaign, creative and audience management tools. This will offer an even greater insight into the customer journey and offer more detail than the Google Ads for SMB product, connecting across paid and owned media.
Google Ad Manager for Large Publishers: Another combination of products, Google looks to connect the ad server and the ad exchange. This is motivated according to Jonathan Bellack, Director Product Management for Google as “Publishers are bringing programmatic sales teams and programmatic yield teams together. We are bringing the technologies together, so one unified sales team can work with one unified ad manager tool.”
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