After eighteen years working with AdWords, it’s time to get on Google Ads. Yes, it’s another name change—but there’s also a bit more to it.

Bring the smart

Along with the new name, Google is changing the default ad experience. Say hi to ‘Smart campaigns’.

It promises it’ll take minutes to make ads that drive real results. Functionally, users write basic text and upload a few images (or pick from suggested stock images). Then, the system will ‘help you get results by testing combinations of the text and images you selected’.

Machine learning algorithms do the grunt. And, because some conversions might not be traceable on the web (ie phone calls, store visits), they'll ‘ask how it’s working for your goals, so [they] can fine-tune your ads to get the results you care about most.’

Wider net, Google,

From a branding perspective, Google Ads is more straight-down-the-line than AdWords. It wears its Googleness proudly, and it clearly expresses what it’s about without misleading folks to believe it’s all about words.

Shedding the ‘Words’ is a large part of the branding issue. 

Google seems eager to communicate that the new brand ‘represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps’

AdWords is still sending promos with the old name even as it notifies current users of the imminent change: bad strategy, or just ensuring continuity?

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