Google has announced that it will retire the Google AdWords name after 18 years, along with the DoubleClick brand, as it works to streamline and simplify its offerings.

Sridhar Ramaswamy, the Google Senior Vice President of Ads and Commerce announced the change – emphasising that the objective is to better reflect the current capabilities of Google’s ad services, as well as making it easier for businesses to choose the right solutions for their needs. He says, “Marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more… That’s why today we are introducing simpler brands and solutions for our advertising products…”

Google AdWords

As a result of the rebrand, Google AdWords will become known as Google Ads and cover the full range of ad capability across search, Google properties, partner sites and apps. Along with the name change, smaller businesses will also get a new type of Google Ads campaign, created to make it easier to get started with paid search. The new campaign option will leverage Google’s machine learning advances, so smaller advertisers won’t need to be so hands on with their campaigns to see better results.

DoubleClick and Google Analytics 360 Suite

DoubleClick and Google Analytics 360 Suite will also be unified and given a new name; Google Marketing Platform. The new platform will build on the existing integrations between the two products under a unified umbrella, making it easier to plan, buy, measure and optimise digital media and the customer experience.

A new feature, Display and Video 360 will be added to the new Google Marketing Platform, with more details on that to be released in a couple of weeks.

DoubleClick for Publishers and DoubleClick Exchange Ads

The DoubleClick for Publishers and DoubleClick Exchange Ads brands are also being benched and instead, will become known as Google Ad Manager. The unified programmatic platform will, Google says, make more money for publishers, more efficiently and reflects the changing content consumption habits of modern search users.

A Google Marketing Live event on 10 July will provide more detail about the changes to each of these brands, as well as preview more new features across ads, analytics and platforms. The outgoing brands are expected to be fully retired, and the new brands rolled out, over the course of this month.

As a Google AdWords Premier Partner, we’ve already seen the new brands up close and personal and can’t wait to share them with you in a few weeks.