Google Marketing Platform and Google Ads – 3 Major Innovations You Need to Know About

Google Marketing Platform and Google Ads – 3 Major Innovations You Need to Know About

Google held their Marketing Live Innovations Keynote presentation for 2018 last week, and Wow! They dropped some bombshell announcements on the marketing world. So what’s up with Google Ads and Google Marketing Platform? That’s what we’ll talk about in this post.

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In case you missed the live stream of this presentation, you might be trying to get caught up on all the big announcements. So, I want to share how you can get yourself up to date on the changes that are coming to our favorite Google marketing platforms. And, I also want to discuss the three product advancements that really caught my attention. One of these new features is so unexpected that it has my mind completely blown.

In this video and post, we’ll take a look at the big changes that are coming our way. We’ll discuss which Google features you can take advantage of immediately, and what to keep your eye on over the next few months.

let’s delve into the updates that could have the most significant impact on our marketing.

Google’s rebranding almost everything

There are two major rebrands happening at Google.

Google Adwords now = Google Ads

Rebrands happen all the time, especially when you have a vast array of products like Google does. Renaming AdWords to Google Ads might not seem like a big deal (unless it’s going to torpedo the SEO value of half your blog posts. Thanks Google!) But this name change is more than window dressing.

The rebranding of the AdWords platform includes new features like expanded responsive search ads, and easy-to-use product feeds for shopping ads. There’s a lot of technical details involved in this rebranding that we will be learning about in the coming months.

What do you need to know right now about the rebranding?

Google AdWords is now Google Ads. This rebranding will include a new logo, and some new advertising features we are going to have to evaluate as we get more data. (We’ll take more about some of these features a little later in this post).

Google Analytics 360 and DoubleClick now = Google Marketing platform

The 360 brand is Google’s premium version of their analytics and reporting products. Most of us use the free versions of Google Analytics, Data Studio and Optimize. But many marketing agencies and businesses opt to upgrade to the enhanced features available in the 360 product line.

From now on the 360 products will be found on the Google Marketing platform. Google’s DoubleClick tools will also move to the Google Marketing platform. And as part of the rebranding, Google will drop the DoubleClick name. DoubleClick Bid Manager and Campaign Manager will become Display and Video 360. Double Click Search is now Search 360.

Google marketing Platfrom

To this date, I haven’t seen any news about whether or not the rebranding will have an impact on our beloved, free Google Analytics platform. But you can be sure that Jeffalytics will be following any developments on this front closely. (I promise you that no matter what happens, I won’t change the name of this site to jeffarketingplatform.com)

Getting caught up on Google’s 2018 innovation announcements
There are a few different ways you can get caught up on all the big news from last week’s Marketing Innovation Keynote presentation.

If you have 90 minutes to spare, you can watch the full recording of the presentation on Google’s Youtube channel.

But, if you’re looking for a condensed, abridged version of the presentation, you can check out the below 10 -minute video put together by Measure School. This video is a great way to get the quick and dirty analysis of the highlights from the presentation.

If you’d prefer to read all about Google’s latest innovations, the Google Ads blog provides a full run-down of the changes to Google AdWords.

You can also find a chronological news feed of all of Google updates to AdWords (now Google Ads) on the Google Ads Announcement Channel.

What are the most exciting Google innovations for 2018?

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