Since announcing that it would completely overhaul AdWords several months ago, Google has been slowly teasing advertisers with previews and hints of what’s to come. Now, with most changes unveiled, Google has lifted the lid on the new AdWords experience in its entirety. If you’re a PPC advertiser, read on for our take on how to navigate the new AdWords interface.
Examining the Big Changes
When you first use the new AdWords interface, you’ll likely notice some major changes. These are designed to make the process of using AdWords more straightforward. They include a simplified navigation system, redesigned to make all the features you need more accessible as an advertiser. You’ll be able to get straight to the tools that really matter, such as monitoring, optimization and reporting, whatever your device.
There are also top level overviews of your Google-curated performance insights to help provide visualised results and create more effective campaigns.
In addition, you’ll be able to create multiple ad groups and ads all at once, as well as accessing tailored suggestions to give your campaigns a boost.
The new extension preview feature shows you how your ads will look with extensions before you commit, and the overall design of AdWords has been streamlined to support larger data tables and richer data.
To navigate, you simply use the panel on the far-left hand side and filter your campaigns via the 3-dot icon in your main account workspace. From here, you can move between pages or create something new, access performance reports and optimise your account and planning tools, as well as getting hold of important admin such as alerts, billing and account settings.
One of the biggest changes is the new and improved reporting on the Overview page (your account landing page). Here, you will find summary cards. These provide a quick assessment of your current performance – and insight cards, with more detailed observations which will allow you to monitor and improve your PPC ads with Google.
As you’d expect, Google has packed a lot of new features into its first ever major redesign. These include:
Audience manager: If you have ever uploaded your client details for custom audience matching or similar, you’ll find that your data now has a dedicated new home known as ‘Audience Manager’. Here, you can add and link to your personal remarketing lists, manage source data and create and edit lists of contacts to be targeted via specific types of ad campaigns (such as video or Search ads).
Call Bid Adjustment: If you use click to call extensions with your ads, you can now control bid adjustments from this dedicated new feature. This allows you to eke out stronger cost to call impression share.
Showcase Shopping Ads: This new Shopping format can be created within Shopping campaigns for Shopping, Google Search and Google Search Partners. This format will give more information about related products. They are more likely to show when search users input more generic search terms rather than product-specific keyword strings.
Google’s Keyword Planner tool has long been a useful resource for advertisers but it has undergone a series of changes in recent years. Now, it’s been overhauled to accompany the new AdWords interface, making it quicker and easier to access keyword suggestions for campaigns.
The new look Keyword Planner includes visualisations, historical data, keyword stats, targeting and a date range customiser. Google says it will soon introduce other features such as performance forecasts, ad groups and keywords plans, download suggestions and statistics, keyword bid ranges and the option to save plans to the account.
Search Network Changes
The new interface will allow advertisers to set goals for Search campaigns, based on the desired customer action. There are also recommendations, features and settings to help the campaign achieve those goals.
Changes to Video Campaigns
A number of features are already available for video campaigns including targeted workflows and access to affinity audiences, remarketing audiences and in-market audiences via the Audiences tab. Other features will soon be added however including TrueView for both Shopping and in-app installs campaign creation, bumper ads, device targeting, advanced editing and opportunities.
Switching between old and new AdWords
Switching from the old AdWords experience to the new one is quick and easy. You simply need to click on the gear icon in the right corner and select the option marked Try the new AdWords. If you need to return to the old AdWords, this is simple – you just click the 3-dot icon at the upper right-hand corner of your account, and select Return to previous AdWords.
If you’re concerned about losing data in the switch, there’s no need – the intelligent interface keeps everything safely stored. When you create a campaign, it’ll be visible and accessible via both versions of AdWords, ensuring a smooth transition.
AdWords Best Practice
To get the most from the new AdWords, Google recommends using FireFox, Chrome or Safari browsers, and disabling all ad blockers, which could restrict some features. If something doesn’t look quite right, remember that some features aren’t yet available in this new version.
Need more help getting to grips with the new AdWords interface?
Still unsure if the new and improved AdWords is for you? Don’t panic – campaigns still operate in the same way, but now it’s much easier to access the functions and features which drive better and more impactful campaigns.
The Adrac team worked with Google to test the new interface while it was in beta, so the new look is something we’re already familiar with. As a Google Premier Partner, we’re perfectly placed to help you take your AdWords performance up a gear or two. We know that a lot of advertisers haven’t yet made the switch to the new interface and its features – while the old style AdWords has its benefits, there’s a lot to recommend the new one too.
For a limited time, we’re in the unique position of being able to work, view data and switch between the two interfaces without impacting campaign performance – giving insights and comparative benefits that haven’t previously been possible.