You may have seen the recent news that Google AdWords will be changing to Google Ads.

But what does this mean for the future of the internet’s most popular PPC platform? More importantly, what does it mean for your business?

The idea behind that change is that as the AdWords platform has grown, Google has introduced a whole range of other products including Display, Gmail and YouTube advertising. Whilst keywords are still an important part of targeting, there are plenty of other ways to get in front of your target audience including using contextual data, demographic targeting and specific placements on websites or YouTube channels. According to Google’s announcement, the rebranding should make it easier for advertisers to move away from the search box and exploit these other methods of targeting. According to Google themselves, the change should help advertisers to:

Stop chasing intent and start predicting what customers want.
Leverage insights to reach the right audience.
Make mobile experiences a business priority.
Help customers turn intent into action in an omnichannel world.

This latest development seems like a natural progressions of the platform to the team at Lomax PPC, as we have dedicated much consultancy to helping our clients to exploit the Display and YouTube platforms in particular. We hope that the rebrand will help to continue to give our customers growth from these areas. At the same time, it is worth noting that keywords are still going to be a major targeting method for reaching your customers with the highest intention on the Search platform.

Whilst this change outlined in this announcement is only in the name, it is certainly reflective of the developments to AdWords over the years. The latest of these changes being the new AdWords experience interface, which aimed to simplify the platform and connect advertisers to their marketing goals.

This isn’t the only rebrand that Google has announced, with Google Analytics and 360 Suite combining to become Google Marketing Platform and Double Click products becoming Google Ad Manager. The logic behind the former change is to do more to couple analytic technology with ads. The second is to give Partners better tools to understand the platform and make more money from it.

Whatever the future of AdWords brings, we certainly look forward to keeping up with the latest methods of keeping our customer’s advertising fresh, innovative and in line with the best of Google’s offerings.

Tagged under #adwords #google ads #ppc