Google announced the AdWords interface facelift last year, which is currently in beta and will roll out to all advertisers by the end of this year. The new AdWords may look and feel different, but campaigns will run the same as today with no upgrades or migrations.
Here’s a rundown on the differences between the new and old interfaces.
a. The new interface has a vertical navigation tab layout compared to the old layout, which is at the top of the page.
b. An Overview tab has replaced the old home screen. The snapshot of sortable tables with customized metrics makes it easier to analyze the data quickly and even gives in-depth details when you hover over them.
c. All the graphs and charts come with multiple filtering options. So, the data can be sorted, and metrics can be picked. It helps in easy visualization. Also, some filters are very useful. Case in point: the filter for “keywords of good quality but low traffic” in the Keywords tab.
d. Ads and extensions are consolidated together now in the new interface.
e. Change History also comes with data visualization. Charts are expandable and collapsible, too.
f. Locations Targeting UI is useful as it shows targeting and exclusions in a map.
The new AdWords interface doesn’t quite have feature parity with the legacy AdWords interface as it’s still in beta, but here are the few exclusive features only available in AdWords’s new UI.
a. Demographic Target now includes Household Income.
b. Calls are now listed as interactions, so advertisers can adjust bids between -90 percent and +900 percent. Metrics provide insights like interaction coverage so you can see how your bid adjustment affects reach.
c. Promotion extensions show up as an additional feature in the new UI.
d. The Landing Page tab is a particularly useful new addition. This tab gives data on landing page performance along with mobile-friendliness of the website. Mobile-friendly click rate and valid AMP click rate show the percentage of clicks received on those types of pages.
This is definitely a section worth exploring. It allows you to create reports with tables and bar, line and scatter charts. There is emphasis on visualization for data digestion that is very intuitive. So every level of metric or detail is a drag and drop feature.
Analyzing data using these reports is is superior to the old interface. For example, the search term report has a graph with word clouds. Hover over a word and you will see a list of search queries that contain it and metrics related to each. The darker the border around a word or phrase means more impressions (or any other metric selected).
Custom dashboard creation is a great new addition, too. The feature appears to be still in the works but looks like it will allow you to create custom reports with graphs and charts with refreshable data that can be downloaded as a PDF.
The new interface seems to be a work in progress but is moving in the right direction in terms of making data more visual and digestible. It scores higher in terms of ease of use and speed but still has a few compatibility issues (as of mid-November). Some features like Display Planner, AdWords Lab and Google Merchant Center are still unavailable in the new interface.
Like any other major change, the new UI will take some time getting used to. Let’s hope it achieves its objective of making AdWords as relevant for the next 15 years as the first 15.