[SMK] Social Media Knowledge


Google Ads replaces AdWords, and More

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.

Learn with SMK through March

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

March SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module 3: Analytics Campaign Tracking and Report Analysis
  • Module 4: GA4 Round-up, Conversion Attribution & Visualisation

Influencer Marketing Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: 2023 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce 

Leave a Comment