News Courtesy of Reuters.com:
Alphabet Inc’s (GOOGL.O) Google announced on Wednesday the biggest-ever rebranding of its advertising software, retiring the DoubleClick and AdWords brands to streamline entry points for advertisers and ad sellers.
Google executives said its fees are not changing, and no services are merging. The company will retain the AdSense and AdMob brands for ad sales technologies that are aimed at small websites and mobile app developers, respectively.
But its basic tool for buying ads now will be named Google Ads, with access to inventory on Google search, its YouTube video service, the Google Play app store and 3 million partner properties. The default interface for Google Ads will be simplified, executives said, with automation powering the design of ads and deciding where they should run.
High-end software for ad buyers will be called Google Marketing Platform. Google Ads Manager will be a complementary tool for large sellers.
Ryan’s Take 
It’s hard to imagine that Google is dropping the moniker – Adwords – which has been so heavily associated with Pay-per-click. Then again, a lot of success for Google can be attributed to them embracing change. Having an all-encompassing marketing platform under one umbrella should help to attract and direct new business owners. Youtube, for example, has seen a resurgence thanks to millennials and the demand for instructional and opinionated videos. As we see the decline in cable tv usage, it makes perfect sense to capitalize on this shift towards internet advertising.
Adwords is a huge money-maker for Google. Anything to bring more awareness and exposure to the brand is just plain smart. Even if that means a complete re-brand. For the most part, it seems like the core functionality will remain intact and unchanged. A new feature, described as “smart campaigns”, appears to utilize machine learning to better optimize and strategize pay-per-click ads. In theory, this will allow business owners to spend less time tweaking their campaigns but still get effective returns on the money they spend.
