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5 Things Marketers Should Know about Google’s AdWords Rebrand

Unless you’ve been living under a rock in Antarctica (no offense to any penguin marketers out there…), you’ve heard that Google has retired its AdWords and DoubleClick brands. The rebrand comes long-overdue; AdWords launched in 2000, and a lot has changed since then. DoubleClick is even older having had its inception in 1996. The rebranded versions will reflect today’s evolving approaches to advertising and ultimately make navigating the platforms easier for marketers. Here’s what you should know about the Google Rebrand: There will be three new Google brands Google AdWords will now be Google Ads. DoubleClick products and Google Analytics 360 will be integrated as the Google Marketing Platform; other popular Google products like Data Studio and Tag Manager will also be a part of the new Google Marketing Platform brand. DoubleClick for publishers and DoubleClick for advertisers will be combined into one platform called Google Ad Manager. There has ultimately been a lot of name changes and integration to better reflect where Google is and where it will be in the future. Google is thinking about relevancy and innovation… as always The core of the products will be mostly the same. Google deems the name changes as

About Tiffany Odom-Rodriquez

Ole Miss graduate and friend of all dogs. Tiffany is an avid marketing blogger and part-time yogi. When she's not blogging about marketing or on her yoga mat, you can probably find her at the dog park, a local wine bar or somewhere outside on a patio living her best life in Wilmington.

Tags: Advertising, AdWords Rebrand, Google, Google Ad Manager, Google Ads, Google AdWords, google analytics, Google Rebrand, Google Suite, marketing, Marketing strategy, PPC

1 August 2018

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Why segmenting campaigns by device makes sense… most of the time

Take a look at how your campaigns are performing on desktop, tablet, and mobile. Chances are you’ll see the majority of your clicks, spend and conversions coming from mobile devices. Here is an example of a client’s lead gen campaign over a 3 month time period. After seeing that the spend on mobile was 3x greater than on desktop and tablet, we made the decision to create device-specific campaigns in order to have better control over the daily budget. To do this, we simply replicated the original campaign so all the settings and targeting were exactly the same and we applied a -100% bid adjustments to the devices we wanted to exclude for each campaign (We also created new ad copy but we will get to that later). Original Campaign: Desktop + Tablet New Campaign: Mobile Only Before, we had a total of 28 conversions in 3 months (4% conversion rate). After we segmented our campaign we had over 70 conversions at a 5.8% conversion rate during the same 3 month period. This was a complete game changer for our client, but before you start device-specific campaigns, here are a few things to ask yourself: Do I have enough data to see clear performance differences