Many of us think we are used to Google’s frequent changes to its algorithms. For businesses, digital marketers, SEO professionals and others, continual change is something they expect.
However, Google’s July 2018 change is set to have a more profound impact.
More than Words
“The fact is, there is a shift in emphasis going on, and this will, ultimately, change how people use Google for advertising and marketing.”
When Google AdWords first launched, in 2000, the concept was that it would serve the words people were searching for online. Now, however, how people search, and how search engines find what they are looking for, goes further than this.
“When people look for something online, they have a choice of platforms and channels to do so, and, consequently, how they search can take on different forms,” states Jonathan. “Therefore, increasingly, Google is about answering questions, in various formats, more than finding matches with keywords. These formats include video and voice.
The rebrand of Google AdWords to Google Ads reflects a desire on Google’s part to broaden its offering to businesses wishing to advertise through it.
“It is increasing the options it offers, because it wants to provide a comprehensive marketing platform. This means harnessing AI to help advertisers achieve their specific goals using Google Ads.”
Google Ads will enable subscribers to use certain technological tools to effectively have Google run their campaigns for them, co-ordinating the various strands of a campaign, and its calls to action, whether these are online customer orders or telephone enquiries.
“Smart campaigns using Google Ads in the future will largely use automated processes, but while Google wants to make the tools available to more businesses, knowing how to use them effectively will remain key”
In other words, while the rebranded Google Ads will lower the barrier for entry into the world of digital marketing, the skill of how people use these tools, and the content of their campaigns will still differentiate them.
Exploring the Potential
The most important aspect of the shift from AdWords to Ads is strategic. It is encouraging businesses who want to use the platform to explore its full potential, beyond a narrower focus on keywords as the foundation for SEO.
“This is reflected in how the Google Ads interface is changing, but perhaps more importantly, how Google is leading users to use its brand differently.”
Google Ad Manager combines existing DoubleClick interfaces to encourage and help users use a multiplicity of platforms, including television, live streaming and apps.
Google Marketing Platform is offering marketers the convenience of analytics and ads under one roof, so that they can make better use of results in planning and then buying and optimising digital media. It includes new features such as Video 360.
“Things in the world of Google are changing,” concludes Jonathan, “but to explore the potential for Google Ads, you must first understand what’s changing, and why.”
To discover how you could be impacted by Google’s changes, or how you can take advantage of them, please contact Aqueous Digital: