Skip to main content

Change is good. Change is scary.

You may have heard Google recently announce they’re retiring the AdWords & DoubleClick brands. Before panic and fear sets in, and you start reevaluating your ad strategy, take comfort in the fact that this is simply a rebranding and not a fundamental change to the platforms themselves.

Google’s SVP of Ads, Sridhar Ramaswarmy said at a recent press briefing that the changes are, “indicative of where we have been directing products over the last few years”. In other words, we should have seen this coming.

Here is a brief summary of the new branding, and what’s included in each new group. This list may not be comprehensive:


Google Ads

  • Ad Types: Text, Shopping, Display, Video, App Install
  • Channels: Search, YouTube, Display Network, Maps
  • New Opportunities: Smart Campaigns for small business



Google Marketing Platform

  • Display & Video 360: DoubleClick Bid Manager (DBM), DoubleClick Campaign Manager, DoubleClick Studio & Google Audience 360
  • Search Ads 360: DoubleClick Search
  • Analytics 360
  • Data Studio
  • Optimize 360
  • Surveys 360
  • Tag Manager 360



Google Ad Manager

  • DoubleClick for Publishers
  • DoubleClick Ad Exchange



These changes could actually help reduce confusion and streamline conversations between agencies and clients. For example, during a recent conversation with a client, we agreed that the Google Display Network would work best for their upper-funnel targeting and that lower funnel targeting would best be achieved through Google paid search ads. However, when Google AdWords came up in conversation, it wasn’t readily understood that this platform is what is used to control both channels. The rebranding of multiple Google products under three names makes it easier to start a conversation and select the right mix of products for the situation.

As a digital performance agency, one of our goals is to position ourselves on the front lines of change and help our clients navigate the challenges. We constantly evaluate the best strategies and tactics to achieve maximum results for our clients.

If you’re facing uncertainty or have trouble keeping up with all of these changes in-house, drop us a line and let us help you!