Adwords Interface to Undergo Complete Redesign

After being in use by advertisers for over 15 years, Adwords is long overdue for a new paint job!

Many small tweaks have been made over the years to help advertisers access the functionality that they need the most, like negative keyword lists, the search term report, and custom conversion metrics.

However Google feel that a complete overhaul of the design is required to bring Adwords up to date with the rapidly changing marketing landscape.

What Changes Can We Expect Within the New Interface?

Below are the three key areas where improvements are being made to the Adwords platform:

1. Quick Access to Performance Data

A new top level overview will be accessible for each campaign (see picture above) rather than the account-level home screen that exists today. Apart from appearing more vibrant and colourful, the new overview will provide a quick snapshot of a campaigns performance, with metrics that are specific to the advertiser’s campaign objectives.

The overview also displays a breakdown of which ad groups and devices are performing best, allowing advertisers to quickly identify which aspects of their campaigns are generating results, and which require attention for future improvement.

2. Relevant Information Specific to Each Campaign

There is also an emphasis on showing relevant information within each campaign. If you’re not running video campaigns then you won’t find a “video” tab, and if you aren’t targeting keywords within your display campaign then you won’t find a “keywords” tab.

Adwords has become increasingly more complex overtime, and these changes will help remove a lot of noise and help speed up adjustments that advertisers need to make to their campaigns.

3. Tools to Help Optimise Campaigns in Less Time

The new layout isn’t just aesthetically pleasing, but makes it easier to access performance data and create reports for ad extensions, schedules, devices, and locations. This should allow advertisers to create more efficient workflows and make quick adjustments to campaigns.

Will the Strategy for Campaigns Need to Change?

Changes to the new interface will be focused on the way data is organised and displayed, helping advertisers to quickly ascertain how well a campaign is performing. The new design won’t affect the structure or effectiveness of a campaign in any way.

When Can We Expect the New Interface to be Available?

For the next 12 to 18 months Google will be rolling out the new interface to a small number of advertisers in order to in order to gather feedback. The ultimate goal is to have the new interface full rolled out by the end of 2017.