Google AdWords is now Google Ads - More Than Just a Name Change?

While initially the change of name from Google AdWords to Google Ads is a simple re-branding, it seems to signal a bigger change. The clue is in the name, the main change? No mention of "Words"!

Our founders Chris Terry and Olga Lafuente have been working with Google AdWords for over 10 years, and we remember when "words" were crucial to all aspects of advertising with Google. Keywords were the only targeting method for Paid Search ads and The Google Display Network (GDN) back then was called the Google Content Network - with the only targeting options (or at least the only one that drove results), being contextual targeting with Keywords. 

Look at Google Ads now and you see the significant shift away from Keywords. Of course within the Google Display Network and YouTube the shift has already happened with re-targeting, gender, demographic, household income, in-market, affinity and similar audiences all taking their place next to or combined with contextual keyword targeting. Then, within search, we have seen the increase focus on adjustments beyond the core of Keywords, with device, ad schedule, age, gender and RLSAs (among others) all becoming key factors in a successful campaign.

It is the move completely beyond keywords for search campaigns though that really changes the way search advertising works, or how Google would like it to work. Shopping campaigns and Dynamic Search ads both work without Keyword targeting. Those of you who have been pushed down the often ill advised route of AdWords Express will have seen a future where keywords as we know them are not central to your campaigns.

It is this trend that is continuing with the rebrand of Google Ads, with Google pushing their machine learning further into the once Keyword dominated realm. The first 2 releases coinciding with the Google Ads rebrand? Responsive Search Ads and Local campaigns. Responsive Search Ads further remove the disconnect between your control over the relationship between your Keywords and your Ad Copy while Local campaigns work not off of your Keywords but your Business Location feed. 

None of this is a bad thing in the right hands. We're no Luddites here at Tale Digital, and obviously Shopping campaigns, DSAs and the wonderful world of audiences have their place, and all have led to fantastic results for our clients. The worry is though when these new features are used without consideration to Keywords at all: Negative keywords are a crucial way to maximise your performance, and even within non Keyword based campaigns such as Shopping, we still optimise back to keywords where relevant with, for example, clever uses of Campaign Priority settings or the inclusion of keywords in key shopping feed attributes. Equally, keyword harvesting will still remain crucial in campaign growth. 

Here's to an exciting future in the brave new world of Google Ads, but an exciting future where the humble Keyword is not forgotten.

Interested in hearing more about how we can improve your Google AdWords/Google Ads Performance? Contact us.