News · July 15, 2018
Google Ads Rebrand: What Changed From AdWords
The Google Ads rebrand is a name change, and it takes effect on 24 July 2018. Google AdWords becomes Google Ads. Google says the change will not hurt your campaign performance, navigation or reporting. If you run ads in Vietnam, you do not need to rebuild anything. You only need to know what will look different.
What Google announced
On 27 June 2018, Google said that AdWords is becoming Google Ads. The new name covers ads on Google Search and across Google's other properties, partner sites and apps. That includes YouTube, Google Maps and Google Play.
A Google help page titled "Google AdWords Will Soon Become Google Ads" gives 24 July 2018 as the day the new name and logo appear in the product. So as you read this, the old name is still on your screen. It is about to change.
What will look different
Google says the new name and logo will show up in the product screens, the Help Center, billing documents and other materials. Expect to see "Google Ads" where you now see "AdWords."
Google's help page also says the account address will move from adwords.google.com to ads.google.com. The Help Center will move from the adwords section to a google-ads section. Update your bookmarks once the move happens. Tell your team too, so nobody thinks the new address is a fake page.
What stays the same
Google states that the new branding will not affect campaign performance, navigation or reporting. In plain words, your campaigns keep running and your reports keep working. The rename is about the name, not about how your ads are bought or measured.
The pages we read do not say whether anything else changes, such as accounts, logins or the API. Do not assume. Check the Help Center after 24 July if you use special tools.
A new campaign type for small businesses
Google also described a new campaign type inside Google Ads for small businesses. It uses Google's machine learning so a small advertiser can get results with less setup. Google said more campaign types would be shared at its Google Marketing Live event on 10 July 2018.
If you run a small shop or service business, watch for this option in your account. Test it with a small budget first. Compare it with your current campaigns before you move any spend.
Other brands changed at the same time
The same announcement created Google Marketing Platform. It brings together the DoubleClick advertiser products and the Google Analytics 360 Suite. It also names Display and Video 360, which combines several DoubleClick tools.
For publishers, Google Ad Manager combines DoubleClick for Publishers and DoubleClick Ad Exchange. Most small advertisers will never touch these products. If a large agency or publisher works for you, expect them to use the new names in reports.
Why the rename matters for budgets
Google says the new brand stands for the full range of its advertising tools. Advertisers now reach people on Search, on YouTube, on Google Maps and in apps on Google Play, not only through text ads. One brand for all of it is simpler to explain to a boss or a client.
That has a practical side. Invoices and billing documents will carry the new name, as Google's help page says. If your finance team matches invoices by name, tell them in advance. A new name on a bill should not be a surprise at month end.
Keep a short note of the date you first see the new name in your account. If a report looks odd around that date, the note helps you check whether the cause is the rename or something else.
What to do this week
- Tell your team that AdWords and Google Ads are the same product.
- Plan to update bookmarks after 24 July.
- Keep your campaigns as they are. Do not pause them because of the rename.
- Ask your agency which of their reports will use the new names.