In a statement published yesterday at Think With Google, Google VP/Ads Marketing Matt Lawson announced the introduction of Google Ads - "a new brand that's grounded in the strong heritage of AdWords."

And in a 27 June post on the Google Blog, SVP/Ads & Commerce Sridhar Ramaswamy provided additional information on changes to Google advertising products:

• Google AdWords will be rebranded as Google Ads. Google will begin phasing out the "old" AdWords user interface in favor of the "New AdWords Experience" around 10 July.
• DoubleClick and Google Analytics 360 Suite will be rebranded as Google Marketing Platform.
• DoubleClick for Publishers and DoubleClick Ad Exchange will be rebranded as Google Ad Manager.
• Google is introducing Smart Campaigns - integrated with Google My Business and almost entirely automated from creative to delivery - to replace AdWords Express for small businesses that lack the resources to develop and run traditional AdWords-style campaigns.

The increased importance of mobile, and the proliferation of new ad formats, are believed to be significant drivers of these changes.

There's never a dull moment with Google.