At the end of last month, Google announced another major change to their constantly evolving digital ecosystem.
While Google often prided itself on the extensiveness of its searching capabilities, their latest update acknowledged the need for simplicity in its approach for new and current products. One of its most popular tools for businesses and specifically marketers, AdWords, launched nearly twenty years ago and worked to help place relevant targeted ads for certain keywords and search terms. Since then, Google has worked to encompass the ever-growing popularity of mobile devices, social media, video, talk-to-text, voice search and more. The major change involves the transformation of Google AdWords into three “simpler brands and solutions” known as Google Ads, Google Marketing Platform and Google Ad Manager.
Google Ads especially wants to help small businesses engage their customers through a variety of ways including YouTube, Google Maps, Google Play and more. The Marketing Platform brings together the best of both Google Analytics 360 Suite and DoubleClick Digital Marketing, allowing marketers to “plan, buy, measure and optimize digital media and customer experiences in one place” through the Display & Video 360. Finally, the Google Ad Manager will merge DoubleClick for Publishers and DoubleClick Ad Exchange into one platform to help understand the impact of their ads and content.
The search engine confirmed that they will be rolling out these changes through the month of July. For more information, click here.
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