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Google to scuttle its AdWords and DoubleClick brands after two decades

July 06, 2018 / Mark Jones

Some two decades after launching, Google’s AdWords and DoubleClick brands are about to be sunsetted and rolled in under one of three simple banners. The search engine says its aim is to streamline its ad products, better representing the solutions it offers and intentions for growth, as well as making it easier for brands to select the tools needed for campaigns. Google Adwords will become Google Ads Having launched in 2000 allowing local businesses to buy text ads within its SERPs (search engine results pages), AdWords has been a solid and leading fixture in the martech landscape for nearly two decades. Over the course of that time, it’s become both ubiquitous and Google’s key revenue driver, diversifying away from solely text-based ads to combinations of display, video and more via its partner sites and apps, and properties such as Maps and YouTube. Google says the new brand represents this full range of capabilities, and that while not much will change, it’s ...