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What the New AdWords Interface Means for Marketers

What the New AdWords Interface Means for Marketers

AdWords has a new interface and it's deeper than just looks. The update to the existing layout is a completely new build. In fact, the new AdWords interface has a lot to offer. Google has learned quite a bit from advertiser feedback and fast-moving consumer trends. In fact, since it's last major User Interface in 2012, mobile micro-moments has made its way onto the scene. This brings me to another point, the mobile-first marketing trend is really important when it comes to the success of your digital career.

Today we'll take a look at the history of the new AdWords interface, way back in 2016, when Google first announced changes to the platform. This was when mobile, desktop and tablet bid adjustments first made their way onto the scene. What this did was give advertisers the ability to control device spending. This was a big deal because back in 2013, device targeting was taken away with their Enhanced Campaign. As a result, it positioned AdWords as a mobile-first platform in a multi-device universe.

And that's exactly what AdWords new interface is all about: Mobile-first digital marketing for search, video, AND display.

What the New AdWords Interface Means for Marketers

What is Mobile-First Marketing & Micro-moments?

So what exactly IS Mobile-First digital marketing and why is it important? Consumers are turning to their phones or smart devices more and more. This requires certain needs and as digital marketers. It's a good idea to be there with the right message and context. It's a sure-fire way to maximize the value given to the consumers. These are called micro-moments.

A mico-moment is that compulsory need to know something right then and there. In fact, it's a relatively new consumer trend, thanks to the spread of mobile devices. With mobile, we have the ability to instantly search for products, ask a question, or watch a video. No matter where we are. This behavior created a tipping point. As a result, there has been a decline in searches made on desktop computers.

Now AdWords did give advertisers the ability to write mobile-only ads, click to call ads, and set mobile bid adjustments. Before the new interface, these features only addressed SOME of the requirements of a PPC campaign in a mobile-first consumer world. However, the integration of AMP (accelerated mobile pages) as a landing page was an option for mobile users. In the new interface, advertisers have a chance to provide the best possible mobile experience with the marketing campaigns. This is definitely great news for marketers everywhere.

Check Out What's New In the AdWords UI

At first glance, everything in AdWords looks completely different. The menu tabs for campaign levels (ad groups, keyword & extensions) are on the left-hand side of the page, all residing within three dots. Don't worry, I'll discuss more on those three dots later. The most obvious difference is the color change, it is now a sophisticated black that is much easier on the eyes. If you'd like to see AdWord's new interface in action, check out this 5-minute video. But there's a lot more than a new color scheme. Let's take a look at what exactly has changed...

Data Visualization

It's a good idea to understand how and when your consumers search for your keywords, interact with your ads, or watch your videos. It's so important to know this because it allows you to create the marketing experiences that users want most in the micro-moments.

In the 2015 Digital Video and the Connected Consumer report, Accenture found that 87% of consumers use more than one device at a time. They even highlighted the importance of understanding the behavior of who you target with the use of buyer personas. Whenever a brand focuses on this tactic, it allows brands to add the most value to an increasingly multiscreen experience.

But has the AdWords functionality changed?

Honestly, not at all. It's still campaigns, keywords, ads, match type, ad groups, and audiences. Everything you previously learned about AdWords is still the same too. So don't worry. The fundamentals of search and display (including video campaigns) haven't changed one bit. Except now it looks a little like this:


If you're an old-school AdWords user you probably noticed the change. The Search with Display Select no longer exists! Thankfully this campaign type has been put out of its misery. Search marketers everywhere have rejoiced at its demise too. Here's why: it's uncontrolled, blended targeting features drove terrible results for anyone who used it for too long. Which brings me to the three dots I mentioned earlier...

The Magical Three Dots

Ah yes, the three dots. Also known as your new best friend. This new addition is by far the best tool on the new AdWords. Shared library, billing, bulk actions, set up and a panic button. This nifty panic button allows you to switch back to the old AdWords interface. So yes, the three dots are quite magical.

All of your favorite tools to test, measure, and optimize your campaigns are nestled within those three dots. The layout and presentation add a subtle layer to who you understand the reasons why you might use these options whenever you manage your campaigns. These three dots really are an essential part of your success as a marketer! It's definitely a good idea to get to know them a lot better. Since you will surely benefit from what they have to offer.

This New Interface Is Definitely A Step-Up

Don't you just love it when things get better and better? This update is the first step in a broader enhancement process. In fact, soon Google Analytics will receive a new facelift with further integrations between AdWords, Surveys 360, and Google Optimize.

The new AdWords interface is a significant enhancement. One that meets the needs of new and seasons veterans of AdWords in today's mobile-first landscape. It's far superior to Facebook Ads Manager in both looks and workability. It also saves time by visualizing your most important data in a very accessible way. Plus, you even have the option to upgrade manually before everything is automatically migrated.

This update is exciting, to say the least. The fundamental principles of AdWords functionality still exist and through deeper integrations of the Google marketing portfolio, you can now access a 360 view of your audience. You can even stitch data together like never before. In the meantime, take the new AdWords interface for a spin and let us know what you think in the comments below.

P.S. If you're new to AdWords, don't forget to check out our handy guide.