Yesterday, we learned about several new and exciting changes coming up over next month across the Google advertising platforms. Some involved name changes (like from Google Adwords to Google Ads) and others more robust (like the combination of the enterprise level services in the Google Marketing Platform. You can read about the announcement directly from Google and also some great additional information from Search Engine Land. Brand changes will start rolling out on July 24, noting the URL change from adwords.google.com to ads.google.com.

While reading up on the changes, I focused on learning about the impact to Adwords since that is the platform I use the most of the ones mentioned. Here is what stood out to me:

The Mobile Momentum

The name change might correspond timing-wise with the rollout of the new interface. However, the change corresponds more with the fact that Adwords isn’t just about search “words,” as the name suggests from when it was originally developed almost 18 years ago. Across the years, many of the advancements surrounding ad delivery methods have been developed with the focus shifting from desktop search to mobile everything.

It’s not surprising how much Google has focused on the rise of mobile devices. From mobile-only search campaigns and ads to Video and Universal App campaigns, the options are numerous and expanding. If you haven’t already, you should read up on the latest YouTube video ads updates. And, don’t think you should rule out mobile if you aren’t e-commerce based or B2C. Mobile is becoming a driving force for B2B as well. Check out these stats from Think With Google.

Mobile usage and advertising are going to keep growing…regardless of industry or audience. The name change reflects the interfaces’ the importance and ability to target mobile users outside of just traditional search methods.

Catering to Small Businesses

We recently wrote about the addition of Google Local Services Ads, geared towards helping customers find your small business after you’ve been fully vetted and “guaranteed by Google”. You can even visit the Google Small Business blog to find information directly catered to this group.

Yesterday’s announcements included the announcement of “Smart Ads” which take the guesswork out of Google Ads out by allowing the platform to manage the campaigns for small businesses.  Here is how Smart Ads have been defined:

Please note: I added the underline above so that we all realize that Smart Ads will be the default ad type in the future – Don’t want to miss that!

Basically, you get started by picking a goal for your business, such as getting prospects to call, visit your storefront or take a particular action on your website. You’ll then give information pertinent to your ads such as images or any special offers. Then, Google will do the rest, claiming that “Smart campaigns are 3 times better at getting your ad in front of the right audience.”

Conclusion

This is just the tip of the iceberg.  We know even more campaign types will be introduced at Google Marketing Live and I cannot wait to find out what they are. Sign up to watch the live stream on July 10th so you can hear for yourself all the latest updates and innovations directly from Google.

This post was updated on June 28 to include the rollout start date and URL changes.

What are your takeaways from the name change and other platform consolidation announcements? Comment below to share.