Google’s ongoing stream of updates and additions makes it very challenging to keep up with the latest changes. In fact, Google is nearly as well known for making edits to its search engine and other services as it is for the search engine itself. With near-constant changes, it’s easy to ignore most of the announcements that Google makes — especially since many of these are purposefully vague.

At the same time, any online business, or any organization that advertises its products and services online, needs to stay aware of changes to the site that powers nearly 64% of all searches. As an advertiser, some of Google’s most recent efforts will affect the way you work as the search giant rebrands its platforms and reorganizes tools. Understanding the structure and benefits of the new Google Ads, Google Marketing Platform, and Google Ads Manager will help you to be more productive and successful in your advertising activities.

Google Ads

Google Ads replaces the former Google AdWords as it offers a complete set of advertising programs that cover not only Google.com but also Google’s other properties and partners. With this change, Google plans to add new campaign types to the traditional formats on the platform, beginning with one that is focused on small businesses. This new campaign type, Smart Display Campaigns, harnesses the power of machine learning to help new businesses and advertisers get started on the Google Ads platform more quickly.

Overall, the new Google Ads system is designed to simplify the entire process of creating new campaigns and ads while quickly identifying those that are the best performers. Simple views and a more integrated approach to advertising on Google means you will save both time and resources as you can more easily optimize your advertising approach.

Google Marketing Platform

Combining the features of DoubleClick and Google Analytics 360 Suite, Google has created the Google Marketing Platform. Its purpose is to put the entire process of digital media and online customer experiences in one place — making it easier to consistently and strategically plan, purchase, analyze, and improve your marketing practices.

Google Marketing Platform was made to address the top priority expressed by marketing organizations around the world: better understanding their customers.To address this need, the platform brings together a series of tools that let you take marketing campaigns from start to finish more quickly and without constantly changing products. This results in a better experience for both you as an advertiser and for your customers.

Google Ads Manager

In a similar way, the new Google Ads Manager unites the features of DoubleClick for Publishers and the DoubleClick Ad Exchange. The resulting platform addresses the need of advertisers like you to manage advertising activities more easily — and more quickly respond to trends and challenges. It represents a complete advertising platform that allows you to manage all advertising partners in one location.

Google Ads, Google Marketing Platform, and Google Ads Manager may simply seem like reconfigurations of familiar tools. However, the evolution of Google’s platforms and advertising resources reflect a shift in how advertising is done — and the kinds of campaigns that are most successful. By taking the time to explore and understand the changes Google has made in these areas, and the direction that advertising is moving, you can ensure that your campaigns are effective and that your business is not left behind.