Differentiate between Google Adword and Double Click.
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Both Google AdWords (now Google Ads) and DoubleClick are Google’s advertising platforms, yet serve two separate purposes in digital marketing.
Google AdWords (Google Ads), is a self-service advertising platform that enables businesses to develop and manage paid ads on Google’s search engine as well as YouTube and partner websites. Mostly pay-per-per-click (PPC) advertising, focuses on ads that are shown based on the keywords ads want to have their ads linked with appearing in search results, or in display networks (sites where ads are shown). The location, demographics, and behavior of users targeting the platform are used to carry out precise targeting, which will assist businesses in driving traffic, capturing the leads, and converting more sales. For search ads, display ads, video ads, shopping ads, and app promotion ads; Google Ads is used widely.
As a result, while DoubleClick was an ad management and serving platform for large advertisers, publishers, and ad agencies, it was more specialized than Yahoo’s offering. The company focused on programmatic advertising, which enables companies to create multiple ad campaigns at the same time in many different networks easily. DoubleClick for Publishers (DFP) and Doubleclick Ad Exchange (Adx) were included in the platform which allows DFP to place the ad and Adx for automated ad buying in real-time. Data-driven ad strategies helped businesses to track business performance across multiple channels, and place ads to optimize ad placement thereby increasing revenue.
In 2018, Google merged Doubleclick with Google Analytics 360 and renamed the former to Google Marketing Platform, which ties into Google Ads for a more unified advertising solution.
This concludes that Google Ads is aimed at advertisers running PPC campaigns, and DoubleClick is a full cycle ad management for the giant programmatic advertising. Though DoubleClick served as a platform for many of the world’s biggest publishers and ads in the past, it’s perfect for businesses that want to advertise their goods and services on the web by way of search or display ads.