After 18 years of existence, Google Adwords, an online advertising tool in the online search, will soon cease to exist as such. From July 24, 2018, they will be wearing new clothes and will become Google Ads. What does it mean for those who want to advertise on Google, but also for digital marketing experts?

Continue reading because in this text we answer this question and focus on the novelties brought by Google Ads, like an updated and updated version of Google AdWords.

If you are a user of this Google service, you have probably already seen the official notice on the website or you have arrived at your email address.

Namely, Google decided to update and simplify online advertising and creating PPC campaigns within channels such as online search, YouTube, maps, mobile apps, and more. Thus, as they announce in Google, the company will be able to reach more and more potential customers, customers and customers in a more comprehensive manner.

WHAT GOOGLE ADS GET NEW?

In addition to having a new name, a new logo, and a look at the user interface adapted to the new visual identity, Google Ads offers its users numerous new advertising options while retaining the ones that already exist.

A new URL will also be active through which users will be able to access the site and their account:

Instead of the previous address adwords.google.com, from July 24, the URL is ads.google.com

The customer service will also change the URL, so instead of google.com/adwords, is support.google.com/google-ads.

According to the official Google announcement, service updates will not affect campaign performance, navigation or reporting. Former opportunities are still there, with some of them now being improved and complemented with new opportunities.

The most significant change relates to the automation of the advertising process, which relies heavily on so-called machine learning. This means that ads will be able to adapt to user searches much faster and more efficiently, based on self-evaluation and evaluation of results.

Google Ads provides an automated process for:

creating ads for small and medium-sized businesses, selecting the target audience, selecting the format and placement channels
Bidding estimates for PPC campaigns

universal app campaigns, designed to increase the number of installed promotional applications

dynamic search ads, designed for complex online stores that offer thousands of products in their offer

online shopping ads using up to 20 conversions in the last 45 days to maximize ad performance and accelerate sales.

To avoid confusion, certain features for Google Ads will still be adjusted manually, and marketing professionals will be able to choose the automation level for each campaign.

WHAT IS THE OBJECTIVE OF UPDATING?

As Sridhar Ramaswamy, senior vice president of Google's Ads & Commerce department, explained on Google's official blog, advertising on the Internet has never been more exciting, but it has also never been more complex than it has recently been.

"Over the years, Google has developed its product to help marketing professionals connect to the target group through online searches at Google, but now we connect every step users make while searching - from the text, through multimedia graphics, to video and more." Wrote Sridar Ramaswami on the blog.

In other words, Google introduces simpler solutions for advertising products. This will help advertisers choose appropriate campaigns for their business, make it easy to create trusted ads and provide adequate user experience across all available platforms.

NEW GOOGLE ADS CAMPAIGNS

Google Ads delivers a full range of advertising opportunities in Google and all partner sites and apps, with the goal of making it possible to connect with as many people as possible searching for the required answers (whether locally or globally), watching videos on YouTube, using Google Maps or downloading apps from Google Play and more.

Particular emphasis is placed on new opportunities for small and medium-sized businesses that will be able to make online advertising more easily through new types of campaigns or to engage Google Advertising Professionals who will lead digital campaigns on their behalf.

Owners of hotels and other accommodation facilities in the field of tourism will now have a separate ad management center within the Google Ads campaign, while all those who operate locally and use the local domain for their website will benefit from more accurate reporting for their actions, and additional benefits in advertising in local search.
Recognizing that there is a need to change and simplify Google advertising, updating and introducing enhanced ads, it seems that this company continued to balance the satisfactory needs of both parties - Internet users and users of Google advertising campaigns.