Giving us just enough time to say goodbye, Google announced yesterday that it will be replacing two of its core  advertising products--AdWords and DoubleClick--with shiny, streamlined iterations, scheduled to roll out starting in mid-July.

According to its blog post announcement, AdWords and DoubleClick, two long-time staples for small businesses, are being replaced with rebranded versions that reflect changing approaches to advertising. 

"As the opportunity to engage customers and consumers has grown and become more complex, 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 post reads.

The fees won't be affected, and no services will disappear. Mainly, the products are just being streamlined. Google Ads, the successor of AdWords, for example, will hardly differ from the original; its updates are limited to a name change and a simplified, more automated interface.

DoubleClick will be unified with the Google Analytics 360 Suite to make one consolidated service: Google Marketing Platform. This will bring ad and analytics technology together for what the company is billing as an easier marketing experience. And Google Ad Manager will bring together DoubleClick for Publishers and DoubleClick Ad Exchange for what the company claims will be a more efficient, publisher-friendly platform that caters to a world of multiple screens.

One Key Difference

However, buried amid the flurry of news, there was one big surprise. Google announced the launch of an advertising product designed specifically for small businesses--another effort in breaking down the barriers to entry for newer advertisers. 

"For small businesses specifically, we're introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising," the post reads. "It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting--so they can stay focused on running their business."

Small businesses will soon be able to use the Google "Smart Campaigns" ads experience, which is essentially the Google Ads technology tailored for smaller businesses. With this product, Google intends to make creating ads easier while assuring those ads end up in front of the right audience. 

The redesigned interfaces and sleek new names might take a bit of getting used to, but overall, the apparent ease of use and brand new products could be helpful to small businesses trying to get a foot in the door. 

Published on: Jun 27, 2018