Google's move to synchronise ads & analytics capabilities lauded by digital experts

Recognising that mobile has quickly become integral to the lives of consumers and serves as a significant platform for marketers to connect customers to relevant businesses, Google has made significant changes to their advertising solutions to deal with the complexity plaguing these platforms. It has decided to consolidate its advertising offerings - DoubleClick advertiser products and Google Analytics 360 Suite - under a single brand, Google Marketing Platform. Additionally, Google Adwords has transformed into a simpler product as signified by its new name Google Ads.

The key reason for initiating this change was that Google heard out marketers on the benefits of the combined use of ads and analytics tools. In a press release statement, Google said, “The platform helps marketers plan, buy, measure and optimise digital media and customer experiences in one place.”

The move has been applauded by marketers. Abdulla Basha, Co-Founder, Social Frontier, remarked, “Google’s decision to synchronise AdWords, DoubleClick, and GA360 into simpler products is a welcome change for marketers. They had been working on this unification for the past few years especially owing to the fact that AdWords was creating a lot of confusion for businesses and advertisers alike." 

While Google products have always been effective, this latest rebranding will surely cut out the work of marketers to a large extent and impart more clarity to the range of products that Google offers. Enterprise marketing teams who make use of a variety of Google products such as DoubleClick for advertising and GA360 for analytics in their day-to-day business will save a lot of time and effort. This will further improve the overall performance and efficiency of businesses as well. Bringing these products into one unified platform will help brands to manage their business in a more efficient manner. They will have more time to focus on campaign outcomes, the value of service, and seamless cross-channel experience. Advertisers can now plan and augment their digital presence across multiple channels through a single medium.

Basha further said, "Since analytics has always been an important part of marketing, the recent Google upgrade will help us scrutinise and evaluate data on an integrated platform, thereby making analysis and implementation faster and much more effective."

"Finally, this change offers a lot of support for us as a brand. A significant part of our product Kintegra depends on Google. With Google now promising a simpler and integrated approach to analytics and marketing, our work will definitely become simpler and more intuitive,” he added.

According to Rohan Mehta, CEO, Social Kinnect, “As digital campaigns continue to gain steam, they also become increasingly complex to manage and report - unification within these Google products would aid us in the effort to simplify them." 

Ads and analytics go hand-in-hand, and better integrations amongst them would surely help optimise campaigns and provide a better experience for the users. 

"Though the change in branding is more from a cosmetic standpoint and bears little impact to experienced agencies/ publishers, I’m sure it would help demystify the complex Google ecosystem to a lot of the users who might be interfacing with it for the first time,” Mehta opined. 

Shamshuddin Jasani, MD, Isobar India, noted, "Google Ad Words is now Google Ads, DoubleClick & GA 360 is now under Google marketing platform and DoubleClick for Publishers and DoubleClick Ad Exchange are integrated into a new unified platform called Google Ad Manager, All of this is clearly a step in right direction because as with time, the complexity of Google products & solutions have made harder for advertisers, publishers and agencies to decide which product is ideal for their business needs. The revamp and new solution or branding under three buckets with all in one feature will make easier for marketers to figure out best for their requirements and look for solutions easily. While the core Google product is not changing, the changes are primarily to develop new ad products, formats, and measurement solutions to meet new needs." 

He further said, "Google ads will represent the full range of campaign types including Search, Display, and Video. This update is also specifically designed to target small business to break down the entry barriers and get in more new advertisers on the Google platform. Small advertisers will be able to create smart campaigns, With this product, Google intends to make creating ads easier especially for newcomers to target the potential audience; while assuring those ads end up in front of the right audience.  This is Google's way to make its offering simpler and easy for everyone to comprehend their solutions"

Rajiv Dingra, Founder, and CEO, WATConsult, termed Google's decision to consolidate all its offerings under one brand and simplify their offerings for marketers a much needed move as he pointed out that in digital, more formats and types of ads only add to the complexity.