DoubleClick Search is changing name. DoubleClick Bid Manager is merging into a display ad mega-brand. Shortly, the DoubleClick brand will be no more.

Search rename

DoubleClick Search will soon be Search Ads 360.

It seems like a pretty straightforward rebrand, with all the same services just now under a new banner. It still claims ‘to help you plan, buy, and measure your search campaigns on Google and other search engines.’

Bid Manager merger

Another new Google brand—Display & Video 360—promises ‘end-to-end campaign management for enterprises in one tool.’ It’s the successor to DoubleClick Bid Manager, with Campaign Manager and the Studio and Audience Center thrown in for good measure.

The aim is to bring together all of Google’s display advertising products into a simplified suite. Frankly, this sort of functional consolidation could have come sooner.

This is the sort of practicality that allows you to execute ad campaigns end-to-end in one place, creating efficiency in how you work and helping your teams do more together.

When do we wave?

The DoubleClick brand will be phased out gradually, with Search Ads 360 and Display & Video 360 becoming the default options shortly.

Is Google shuffling their brands too much all at once, or is it welcomed as a sensible rearrangement?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.