In an era where everybody is very talkative, and everyone is discussing everything, it makes sense to be simple because it stands out. It invites intrigue, mystery, and the desire to learn more. Billion-dollar companies understand this concept and spend millions to stand out amongst each other. For instance, Pepsi redesigned its logo in 2006 to be simpler and more minimalistic – a simple logo change (which cost them over $1.2 million) resulted in drastic stock increases and sale revenue.
In an attempt to offer the ability to capitalize on its advertising platform, Google decided to simplify its name from AdWords to Ads. It’s easier to understand – an all-in-one advertising solution for all of Google web properties such as Google Search, Google Plus, YouTube, and so on.
There’s something to be said for simplicity in a name. Human beings in general, but especially Americans, are always on the go. Our minds are filled to the brim with information, deadlines, worries, fears, and lists of things that we have to do. Brands have to conquer this psychological struggle by making it very easy for the clouded mind to see them in a mental fog, like a lighthouse glowing on the ocean. Making it simple to understand is just the beginning of attracting a customer, and this simple truth can make all the difference.
However, just how certain words never quite die off in the English language, the term “AdWords” will probably be around for a long time if not forever. I have to pay attention to these sorts of things since I own Cassus Media, but even I find myself saying “AdWords” as we make the transition to a new-and-improved advertising platform for Google. I won’t even mention the technical difficulties we’ve encountered when linking to Google Analytics, as the domain names sometimes would switch back and forth between the programs. Very strange indeed!
If you find yourself in a room full of marketing people, AdWords will soon become a taboo phrase that you may well wish to avoid, especially if you’re new to the marketing world. Something as simple as misnaming Google’s flagship advertising platform is a red flag for your more seasoned colleagues, who will immediately outline you as someone who knows nothing of marketing and discredit your knowledge altogether.
In short, we can all do ourselves a favor and be “Google Ads activists” in the sense that if we use the term properly, It-Which-Shall-Not-Be-Named will become a brand phrase of the past and we can all finally move on like Google wants us to.