If you haven’t already, get your affairs in order and begin saying your goodbyes to the old Google AdWords UI. Google announced that “the new [Google Ads] UI will become the exclusive way to manage your accounts by year-end” — which likely means by the end of October. So, if you’re crying and shaking your head, then you probably haven’t given the new UI a chance. There’re actually a few new features that might excite you and help optimize your accounts. Although we’ve covered what’s new in the Google Ads UI in a previous article, let’s revisit these points and take a deeper dive.
Upgrade Your Demographic Targeting
In the previous AdWords interface, advertisers were able to leverage demographic targeting to reach and message users of different genders and ages. If your company wanted to spread awareness to female millennials, Google empowered advertisers with the ability to target and reach females between the ages of 18-24.
In the new Google Ads UI, Google has now evolved these demographic targeting capabilities to target users based on their parental status. These new additions may or may not affect you, but I know there’s a million different toy companies that are jumping for joy at the chance to serve ads to all the young parents out there.
Google’s newest, latest and greatest extension is the promotion extension. Promotion extensions will allow you to highlight a special sale on your website seamlessly, and it only takes a few minutes to set up. This extension allows advertisers to save the time and hassle of drafting completely new ad copy just for a sale — perfect for those that’re constantly running limited-time offers on their site.
For example, if you have a 25-percent off deal coming up for Back to School, then utilizing promotion extensions would be a great opportunity. It really is a no-brainer that users love sales and can easily see the benefit of taking 25 percent off their next purchase. You can almost guarantee CTR to go up while simultaneously increasing conversion rates using promotion extensions. Who wouldn’t want to increase the chance of consumers buying that fresh new backpack on your site? At the promotion price, of course.
Advanced Bid Adjustments for Calls
Google is now allowing advertisers to make bid adjustments for calls. As advertisers, sometimes we can’t express everything we want to say in our ad copy’s limited number of characters. As such, we value the chance to send users straight to our call centers where we can inform, upgrade, upsell and more. Maybe you’re running a travel agency and value calls where you don’t just help people find the perfect flight for their next vacation, but also car rentals, hotels and places to eat. Sometimes advertisers just thrive on getting people on the phone, so thank goodness the new AdWords UI allows us to make bid adjustments for calls.
Appearance and Layout
In addition to the newly-added features listed above, Google has also decided to give the AdWords UI a makeover. The main navigation menu has gone from being a horizontal sequence of tabs to now being located on the left-hand rail. The color scheme also changed to a bolder gray color palette with accents of the classic “Google” colors red, blue and green. Among the other changes made to the interface include how charts are displayed, how drop-down menus look and how users’ cursors hover over specific text. There’s a long list of changes to the appearance and layout of the new UI, and those who had a certain “muscle memory” to the old UI might find the updates a bit jarring. However, once you’ve grown accustomed to the new UI, I guarantee your workflow will be much more efficient and effective. Visit this support article to see all the appearance and layout changes.
Like a few of my colleagues, I was hesitant to step out of my comfort zone and explore the new Google Ads UI. I could quickly navigate the old interface and find whatever I was looking for with ease. Eventually, I took the bait and clicked on the blue tab on the bottom-right corner of the old UI that said “Get more done. Try the faster Google Ads.” Thankfully, I was able to immerse myself with the new UI earlier than most, discovering some advantages and disadvantages within the new UI.
One change I believe is impactful is the addition of the ability to choose a specific amount of days as your lookback date range. For example, if I want to see how performance looked like in the last 37 days, I can simply input “37” as a lookback. Then to avoid any confusion, you can choose whether to look at 37 days up to the current day, or 37 days up to the day prior to the current day.
Something I preferred in the previous UI, though, was the geo-targeting features. You used to be able to type in a zip code like “91765” and it would give you an option to add it, exclude it or see areas nearby. The “areas nearby” feature was especially helpful if you had to manually add several locations based on looking at the map alone. The new Google Ads UI only gives the option to add or exclude a target that shows up when searching a location. Of course, this pain point may not apply to your account, but for those that aren’t particularly happy with this update, know you aren’t alone.
Isn’t this exciting?! It’s great seeing new advancements to the Google Ads UI! Hopefully, you’re now implored to step out of your comfort zone and get accustomed to it. After all, you’re gonna have to. 😊 #newuserinterface #ticktoc