Google AdWords has been rebranded as Google Ads

As of 2021, Google AdWords has been rebranded as Google Ads. However, there have been many changes to the platform over the years, and here are some notable updates:

1. Expanded text ads: In 2016, Google introduced expanded text ads, which allowed advertisers to create longer ad copy and include more information about their products or services.
2. Responsive search ads: In 2018, Google introduced responsive search ads, which use machine learning to generate multiple ad combinations using different headlines and descriptions. This allows for more testing and optimization to find the best-performing ad.
3. Ad rank algorithm changes: Google has made several changes to the ad rank algorithm over the years, which determines the position and visibility of ads in search results. One significant change was in 2019, when Google started factoring in the strength of an advertiser’s landing page experience as part of ad rank.
4. Local campaigns: In 2019, Google introduced local campaigns, which are designed to help small businesses drive foot traffic to their physical stores. Advertisers can use local campaigns to create ads across Google’s properties, including Google Maps and Google Search.
5. Smart bidding: Google has also introduced several bidding strategies over the years, such as automated bidding and smart bidding. Smart bidding uses machine learning to optimize bids based on conversion data, allowing advertisers to get more conversions at a lower cost.
6. Privacy changes: As privacy concerns continue to grow, Google has made changes to how it handles user data. In 2021, Google announced that it would be phasing out third-party cookies and developing new solutions for ad targeting and measurement.

Overall, Google Ads is constantly evolving to help advertisers reach their target audiences more effectively while adapting to changing technology and privacy concerns