{"id":16770,"date":"2019-07-29T10:53:25","date_gmt":"2019-07-29T13:53:25","guid":{"rendered":"https:\/\/servidor.reportei.com\/?p=16770"},"modified":"2020-05-13T15:43:58","modified_gmt":"2020-05-13T18:43:58","slug":"from-adwords-to-google-ads","status":"publish","type":"post","link":"https:\/\/reportei.com\/en\/from-adwords-to-google-ads\/","title":{"rendered":"From AdWords to Google Ads: Understand the change made in the tool"},"content":{"rendered":"

What’s new in Google Adwords<\/del> Ads<\/h2>\n

In July 2018, Google platforms began to undergo some changes, and with that, Google AdWords was renamed Google Ads. <\/span>Far beyond the name change, this tool has gained <\/span>new features<\/b> that make products more practical and targeted to the<\/span> needs of each customer profile<\/b>.<\/span><\/p>\n

But why has this change been made, and what benefits has it generated for its users? <\/span>Keep reading to learn how this transformation can reflect on <\/span>creating, managing, and analyzing your campaigns<\/b>!<\/span><\/p>\n

Why did Google AdWords become Google Ads?<\/b><\/h3>\n

\"Google<\/p>\n

First, we need to emphasize that the initiative that turned Google AdWords into <\/span>Google Ads<\/span><\/a> goes far beyond a simple name change. <\/span>It is an evolution that accompanies the <\/span>needs of users<\/b> and <\/span>aims to facilitate the understanding and use of the tool<\/b>, offering more straightforward<\/span> products<\/b> and more affordable solutions.<\/span><\/p>\n

While the name “AdWords” relates explicitly to <\/span>search<\/i><\/b> products, the term “Ads” represents <\/span>all the features available for campaign production and management<\/b>.<\/span><\/p>\n

Google Marketing Director in Latin America, Esteban Walther, said in <\/span>an interview with Think With Google<\/span><\/a> that <\/span>this change does not make keywords less critical<\/b>. <\/span>On the contrary, it emphasizes that they will always be an essential step in advertising planning.<\/span><\/p>\n

However, <\/span>only the AdWords name did not convey the relevance of other features of the tool<\/b>, such as creating campaigns in Display, videos, and applications.<\/span><\/p>\n

Esteban revealed that the transformation was challenging and required a lot of organization on the part of the company (since the products are available worldwide), but that was a necessary step for the future of Google itself.<\/span><\/p>\n

One of the key steps to change was a <\/span>survey to understand customer needs <\/b>and the<\/span> way they viewed the platform<\/b>. <\/span>They found, for example, that advertisers would rely more heavily on products that carry the Google name than solutions with other denominations, such as DoubleClick.<\/span><\/p>\n

Check out three other changes made by Google<\/b><\/h3>\n

In addition to the name change for Google Ads, the platform focused on creating <\/span>new features for its other products<\/b>, meeting the needs of users and facilitating the work of the marketer.<\/span><\/p>\n

Below are three other transformations that focus on <\/span>time optimization<\/b>, <\/span>improved results<\/b>, and <\/span>increased business profit<\/b>, respectively.<\/span><\/p>\n

1. Smart Campaigns<\/b><\/h4>\n

In addition to the change in name, Google Ads started to have an exciting feature for small businesses: intelligent<\/span> campaigns<\/b>.<\/span><\/p>\n

To help managers optimize their assets, this new ad creation model helps <\/span>automate the process<\/b>,<\/span> facilitates the user’s key actions<\/b> (such as keyword definition), and consequently <\/span>empowers entrepreneurs time to focus on other business needs<\/b>.<\/span><\/p>\n

2. Google Marketing Platform<\/b><\/h4>\n

One of the news that accompanies the change in Google Ads is the integration of <\/span>DoubleClick<\/b> with <\/span>Google Analytics 360<\/b> and the formation of the <\/span>Google Marketing Platform<\/span><\/a>. <\/span>In a single platform, the user finds a great diversity of features, like <\/span>Display & Video 360<\/b> and <\/span>Tag Manager 360<\/b>, for example.<\/span><\/p>\n

According to Esteban Walther, <\/span>this union between advertising and data analysis<\/b> helps the professional to understand the consumer’s buying journey and to have better insights for his\/her strategies.<\/span><\/p>\n

In this way, creative and media teams can work in a more integrated approach and <\/span>plan campaigns<\/b> with a much more complete view.<\/span><\/p>\n

3. Google Ad Manager<\/b><\/h4>\n

Finally, let’s talk about <\/span>Google Ad Manager<\/span><\/a>, the platform that unified the features of <\/span>DoubleClick for Publishers, <\/b>and the <\/span>DoubleClick Ad Exchange<\/b>.<\/span><\/p>\n

With it, content producers can <\/span>increase revenue from their ads<\/b> and <\/span>manage their profits<\/b> in a much more natural, strategic, and results-driven way.<\/span><\/p>\n

Through these optimizations, Google once again showed that it is a company that follows the constant transformations of the advertising market and is attentive to the needs of its users. <\/span><\/p>\n

Now that you know the changes that have revolutionized Google’s campaigns, it’s worth checking out our article on all the features of the <\/span>new Google Ads report<\/a> from Reportei<\/span>!<\/span><\/p>\n