A lot has changed over the 18 years of Google AdWords which was initiated to help businesses of all sizes to connect online with people in an easier way and at a relevant place. Whether it is searching something on Google, finding a place with Google map, discovering apps on Google Play, or watching videos on YouTube, Google ads have progressed manifold from helping businesses connect with people on Google to assisting them to connect to their targeted audience through searches, text, and videos.

The major change with the latest update of Google AdWords is the change in its name which will now be called Google Ads from 24 July 2018 which will serve as the front door for advertisers to buy on all Google surfaces such as Google Maps, Google Play, YouTube, Google Search, or display ads. Another update which is to be followed is of DoubleClick and Google Analytics 360 which will be merged into the brand-new Google Marketing Platform under which a new product called Display & Video 360 that will be an amalgamation of various features of DoubleClick Bid Manager, Campaign Manager, Studio and Audience Centre. A new unified platform called Google AdManager which will bring together DoubleClick for Publishers and DoubleClick Ad Exchange to make it easier for publishers and advertisers to monetize their business online.

Through these major changes and updates, Google has worked over consistent feedbacks and has given more time, money and effort into enhancing the results through Google AdWords which will help advertisers successfully reach their audiences.