27 Mar New AdWords Experience – The Journey So Far
-27 March 2018-
Back in May last year we wrote a blog on the announcement of the ‘New AdWords Interface’. 10 months later here is an update on our thoughts so far. Since last year Google have been slowly rolling out their New AdWords Interface to improve campaigns, save time and gain actionable insights, but our team here at upriseUP aren’t 100% sold on all the changes!
I’ve decided to provide an AdWords update for those who might have missed some of the cool (and maybe not so cool changes) being made.
All About The New AdWords Interface – What Features Are New?
The new AdWords interface has a number of exclusive new features that aren’t available in the previous AdWords interface please see the chart below:
2018 has shown some big changes in the world of Digital Marketing and adapting to the new AdWords interface is going to be a huge task for continued success this year.
The new AdWords experience promised to make our lives easier: it introduced friendlier native reporting within the AdWords interface, cool new tools like promotion extensions, and an objectively easier way to navigate from campaign to campaign, ad group to ad group, and keyword to keyword.
The reality is, change is mostly met with criticism, and when the old AdWords interface officially sunsets this year, the outcry could be fierce. But, that interface has more or less been around since 2008, which is an insane amount of time for something in the tech world, especially a Google product. In short, the new interface is going to be disliked – but with some time, not only will we get used to it, but it likely will be significantly more powerful than the decade old interface we’re currently familiar with.
Some Big AdWords Interface Changes
When you first pop open the AdWords interface, you’ll be taken to the Overview/Home tab:
At first it was a little overwhelming to look at and would give you lots of criteria for keywords, ad groups, and campaigns. Once you get used to this view you can quickly visualise some top-level data in your account.
From here, you can select the dropdown arrows in tabs to add additional or varying lines to the graph. Which allows you to add up to 4 metrics (increased from the standard 2)
You see a quick overview of biggest changes and campaigns – which I find useful.
Further down, we can quickly visualise our top spending keywords, see what search terms and words triggered the most ads, what devices are contributing to our success, and what our most shown ad is. We love this!
The left is a super helpful native analysis that will make it easier than ever to isolate search terms to make your AdWords accounts more granular.
At the bottom of the Overview page, you can see how you’re performing per network and see what times and days you’re having success. But, most interestingly, you can also easily see your overall auction insights. Watch your competitors and see how you can perform better in the AdWords auction with insights.
The Time Window
Another important change is the improved time navigation window.
You’ll find it in the top right, so not much has changed there. But I promise it can do cool stuff (two things, in particular). First, it’s now scrollable, so it’s easier to navigate a few months back without having to type in the date range you’re looking for (but this is still an option if you prefer).
More importantly, how many times have you wanted to look at the “Past 90 Days” of history, but you were stuck with “Past 7,” “Past 14,” and “Past 30”? Same here! No more, as you can now change the date range in the bottom left of the menu to be 90 days up to today, or whatever other date range you want.
The Navigation Bar
In the old interface, your campaigns, ad groups, etc. were displayed left to right near the top of the screen. When you think about the layers of an AdWords account, you think about: Campaigns contain Ad Groups, which contain Keywords/Targeting/Ads, which are triggered by Search Terms.
You’ll see that the new left-hand layout of the navigation bar flows more logically, with account level information (Overview) at the top, Campaigns and Ad Groups in the section below, while targeting options and ads are in their own self-contained sections below. So, perhaps, it’s not all bad — just different and will take a little time to get used to.
As logical as this new interface layout may seem, there are some downsides. Table Appearance and Filters: They Just Don’t Pop like they used too!
How the interface looked before with filters.
How the interface looks now with filters. The Visuals in General: Just harder to read!
Outcome so far
Google has made a lot of changes to the AdWords interface that PPC managers are just beginning to discover and benefit from. While some features (such as Maximize Conversions and other automation opportunities) are designed with busy business owners in mind, others are just the kind of tools performance marketers need if they want to stay ahead of the PPC game.
Basically, gradual progression, people can get used to — but busy PPC managers/executives find themselves having to learn and get familiar with an awful lot while still trying to provide the best service to their clients. Although big changes can create big buzz, sometimes your users prefer “baby steps” over a big leap. I know I do.
Please do let me know your thoughts on the new interface, the good, the bad and the ugly! We would love to hear your thoughts on how you are getting on with it? As always if you have any questions on anything ‘Digital’ do get in touch.