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The New AdWords Experience – The Good and the Bad




It is easy and only natural to fall back on the older user interface for Google AdWords, isn’t it? The experience is familiar and safe as you know most AdWords features off the top of your head. That being said, keeping up-to-date with all the latest digital changes is important for any AdWords management agency.

Fortunately, Google AdWords has recently released a bunch of new and exciting updates in order to encourage users to use the new AdWords user interface! The updated AdWords user interface is now available to businesses and advertisers.

The updated user interface is intuitive and aesthetically pleasing. It is full of expanding three-dot menus, data visualizations and colorful and valuable representations of account data.

Here are 5 great features in the new user interface:

1.     Better Structure

The new AdWords dashboard has turned the previous layout on its head using a double-decker left sidebar; this layout is very similar to the AdWords Editor change that was made in late 2014.

The AdWords interface has bundled various types of campaigns for you (such as Display campaigns and Search campaigns). This is why you no longer have to filter the results to review overall performance using a unique campaign type.

An overview tab has replaced the old home screen; it is not only simpler, but it also enables users to get a quick snapshot of various sortable tables along with metrics that can be personalized. Also, it is worth mentioning that the graphics are very slick and usually offer more in-depth details if you scroll over them.

2.     Demographic Targeting Options

Google’s Demographic Targeting option on the new AdWords interface is a powerful and incredible tool for most advertisers. It will allow them to cater their messaging and reach to customers of different ages and genders.

In the new user interface, Google has doubled down on its previous demographic targeting options; this allows businesses to better target their customers based on variables such as parental status and household income. This can be a welcome addition for brands that sell children’s toys and baby products.

3.     Advanced Bid Adjustments

It can be tough to manage your bids. This is especially true, for example, when you have active adjustments in a single direction. However, with the new user interface, managing your bid adjustments is much easier.

With advanced bid adjustments, you can adjust the bid to drive specific actions from the SERP, like place a call from a call-only campaign or a call extension. It also streamlines the way users can view and work with bid adjustments.

4.     Ad Variants

A/B split testing needs to be quite high on the agenda of every PPC digital agency. However, for larger business campaigns that have numerous ads, it could be a grueling element of the AdWords management process.

With updated Ad Variants located underneath the Drafts and Experiments tab in the latest AdWords user interface, you could quickly swap around various headlines, trial new descriptions and test display paths. When you have developed your unique Ad Variants, you will be able to control the amount allocated to different variants as well as the percentage of auctions they would be shown in.

5.     Promotion Extensions

This new extension will allow users to highlight and promote a special sale on their website. With Promotion Extensions, you can save limited and valuable characters in an ad copy.

Also, you can use the feature to easily double down on the promo; you can refer to it in any one of the two headlines, the extension and a URL path, closing in on the end of the offer to effectively hammer home its value.

Although the new AdWords user interface is packed with new features, there are some features that are not present in the new version.

1.     Quick Add Tool

A popular tool that is missing in the new version is the Quick Add link found on the previous keyword tab. If you click it, Google will let you enter your keywords manually; it also generates a targeted keywords list that you might be missing; the list is based on the current keywords in the specific AdGroup.

2.     Next/Previous Links

These links at the AdGroup Level aren’t present on the new interface. In the previous AdWords interface, you could easily sort your AdGroups according to some specific criteria, such as impressions or cost. As these links are gone you will need to go back to the Campaign level each time you have to see what your next AdGroup is.

Although the updated AdWords Experience does not quite have the feature parity with its previous counterpart, the interface offers a few notable exclusive features. They could be a little difficult to identify without proper hunting; therefore, we have gathered them in a single place.

1.     Audiences Page

The updated interface has a new and convenient Audiences page that offers a single place for managing audience optimizations and targeting. It is also worth noting that the new terminology that is used for audience targeting in Google AdWords. “Target and bid” has been replaced by “Targeting,” while “Bid only” is more suitably named “Observations.”

2.     Landing Page Performance

Advertisers and businesses would be able to get timely and valuable insights on several landing pages in a single place. This latest landing page screen is very similar to the keywords and ads pages. The main aim of this feature is to help advertisers better optimize for user experiences as well as enhance ad performance, especially on mobile platform.

3.     Household Income Targeting

Household income targeting and reporting is now available for all your search campaigns. You can access it in the new interface from your Demographics tab. In the previous interface, you could only apply household income targets through location targeting. The new interface has a chart that lets you see how your various campaigns are doing across household income segments.