India’s largest ad-words platform Adwords is undergoing a major redesign that aims to remove the “adwords” label and focus on other ad-based services, the company said on Monday.

The change to Adwords was made to align the platform with its more mature counterparts, which are targeting users with specific needs, such as for advertising, social media and content marketing.

The change is being implemented over the next few months and will take effect on February 27, according to the company.

Adwords has been around for more than a decade and was one of the earliest digital advertising platforms in India.

It has since grown to become a popular choice for consumers who want to buy goods and services without the hassle of entering an online store.

However, it is facing competition from platforms such as Amazon and Facebook that offer free advertising, and competitors like AdWords Inc. have been offering ad-free solutions to advertisers for years.