Google has rebranded AdWords as Google Ads and its flagship advertising products are getting new names and being changed to better tell their current capabilities.

Google launched AdWords in October 23, 2000, nearly 18 years ago. Now, Google wants to change the name from AdWords to Google Ads to make things easier.

Google said “we are simplifying our products for advertisers and publishers of all sizes so they can more easily reach consumers anywhere, at any moment and on any channel.”

The new Google ad lineup will comprise three main pillars:

  • AdWords is now Google Ads
  • DoubleClick advertiser products and Google Analytics 360 Suite are now Google Marketing Platform
  • DoubleClick publisher products and DoubleClick Ad Exchange is now Google Ad Manager

Google Ads


Google AdWords now Google Ads signifies the full range of advertising capabilities to help marketers. It makes easier for advertisers to advertise across partner pages, video, search, and more in order to reach potential customers.

“These new brands reflect all of the ways that we help advertisers connect with consumers and make it easier for advertisers and publishers to choose which products are right for their businesses,” Sridhar Ramaswamy, Google’s senior VP of ads and commerce

With the introduction of Google Ads, small business can now use Smart campaigns, our new default ads experience.

“We built Smart campaigns by tailoring the innovation and advertising technology available with Google Ads for small business owners. You can now create ads in minutes and drive real results—like making your phone ring, sending leads to your website, or bringing customers to your store.”- said Google.

Google Marketing Platform


DoubleClick advertiser products and Analytics 360 now integrated as Google Marketing Platform. It helps to plan, buy, measure and optimize digital media buys in one place for enterprise customers.

“Marketers have an increasing need to work across teams and making that possible is both an organizational and technology challenge.”- said Dan Taylor, managing director of platforms

“We had built integrations between analytics and the creative planning and buying products, but now that will be much easier,” said Taylor.

The merger with Analytics 360 will help marketers to analyze results, create audiences and activate them without having to navigate a multistep process between two or more products.

Google Ad Manager


Google Ad Manager is the new name for programmatic advertising platform that combines DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX). Success of DFP and AdX together has been a 3-year process.

The highlights of the new Google Ad Manager:
  • Features algorithms to suggest growth opportunities
  • Offers intelligence on ad inventory
  • Connects Google Analytics, Data Studio, and BigQuery data for an integrated overview”

Google said it will announce additional new campaign types and other solutions at its Google Marketing Live event in July 10, 2018.

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