Why Did Google Rebrand?

Google has perhaps the most complex group of ad products in the world, so a rebranding is no small task. Recently, AdWords became Google Ads; the company announced Display & Video 360 under the Google Marketing Platform; and the Google Ad Manager was introduced to combine the company's tools for monetization.


Sridhar Ramaswamy, Google's senior vice president for advertising, recently explained the changes in a press conference. At that event, he stated that Google had been privy to years of feedback that Google's expanding library of products was becoming more confusing for advertisers.

Google acquired many of its properties through acquisitions. As it built up its toolset, the organization of the collective suffered. The rebranding was first made to clear up any confusion about the names of certain products and what they do for advertisers.

However, the total change is more than a simple name rebranding. Google is launching a number of new products, the most important of which may be Smart Campaigns. This will serve as the default mode for advertisers in the small business space from now on. Google clients will now be able to identify prioritized actions, then optimize text and images through Google Ads.

Dan Taylor, Google's Managing Director for Platforms, stated that the changes were necessary to move Google forward into a new world of collaboration. This is the reason for the Integrations Center within the Marketing Platform - a place where marketers can view the complex connections between their Google tools. Taylor also stated that the new changes would allow Google tools to better integrate with third party ad exchanges.

Both executives say that the changes will not change the core functionality of Google's toolset. The look of certain tools may change, however. Google is committed to removing overlap between tools and organize each property into its optimized form.

As with most changes with Google, the company definitely reserves the right to change pace as time goes on. Taylor himself said that the changes will roll out slowly and be subject to criticism of the advertisers who brought the organizational problems to the company's attention in the first place.


Sankara NarayananComment