Google AdWords has a new name: Google Ads. Earlier this month, the Mountain View company announced that it was rebranding its self-serve advertising platform. Since launching the platform more than 17 years ago, Google has used the brand name AdWords to market and promote its pay-per-click (PPC) network. This name makes sense considering that most ads purchased through AdWords are text ads consisting of “words.” But it appears Google has experienced a change of heart, as the search engine giant is now rebranding AdWords under the Google Ads name.
Google Ads: What to Expect
So, what does this mean for business owners and advertisers who use Google AdWords to promote their products and services? According to Google, the rebranding of its PPC network won’t affect advertisers’ campaigns. Rather, the platform will continue to offer the same advertising options as it previously did, allowing advertisers to target its Search Network, Display Network or both. Google explains, however, that the new Google Ads brand will be displayed in the platform’s interface, support documents, billing reports and more. “Starting July 24, 2018, you will begin to see the new Google Ads brand—including the new name and logo—reflected in the product interface, Help Center, billing documents, and more,” wrote Google on its support portal.
Of course, this wouldn’t be the first time that a major search engine has rebranded its PPC network. Microsoft did the same with its PPC network. In 2012, Microsoft rebranded adCenter as Bing Ads. This move was done simultaneously as it acquired Yahoo, thereby allowing Bing Ads advertisers to target Yahoo in their campaigns.
Why Google Is Rebranding AdWords
This begs the question: Why is Google rebranding AdWords? There’s an old saying that if something isn’t broke, you shouldn’t attempt to fix it. And considering that AdWords drive billions of dollars in ad revenue for Google, it’s safe to say that it isn’t broken. An article published by Reuters explains that many inexperienced advertisers are confused with the AdWords brand. Because it specifically included “words,” they assume that AdWords only offers text ads — but this isn’t the case. AdWords allows advertisers to create and purchase image ads as well as video ads. The former are displayed on third-party websites as part of the Display Network, whereas the latter are displayed on YouTube.
The bottom line is that you’ll see a new name and logo when using AdWords. Other than a new brand name, however, not much else is expected to change. You can still use AdWords to promote your products and services, as well as increase your business’s brand recognition.