The New Face of Google AdWords
Unlike the search algorithm, which seems to change just when you’ve designed the perfect SEO strategy, complete with killer content and the savviest, most targeted keywords (we’re looking at you, Panda and Penguin), the Google AdWords platform has held steady with relatively few changes for over a decade and a half. To better accommodate the ongoing evolution of online marketing trends, growing complexity of advertiser and consumer needs and behavior, and the growing user shift to mobile devices from desktop, Google has been rolling out a new and improved AdWords interface over the last year.
What the New AdWords Interface Means for Advertisers
Google enlisted input and feedback from a range of advertisers across the spectrum, from small businesses to agencies to power users. For marketers and businesses of all sizes, the ability to access and utilize account data is one of the most important objectives. To make it easier, and faster, to access and interpret performance data and generate reports for your AdWords campaigns, Google Data Studio offers intuitive and user-friendly data visualization features like:
- Daypart reporting (statistics are broken down by day and hour)
- Activity by devices (mobile, tablet, desktop)
- Ad scheduling
- Advanced bid adjustment menu (demographic targeting for search campaigns to account for various user profiles and engagement patterns)
In addition to Data Studio, the complete Google Analytics 360 Suite includes:
- Site optimization
- Tagging (Tag Manager)
- Audience Center (customize your message for a targeted audience)
How Will the Redesign Affect Your Current Campaigns?
Rather than drastically overhauling or changing the key functionality that advertisers have enjoyed since 2008, Google’s main goal in revamping the AdWords platform is to create tools sophisticated enough to keep up with how the internet and online commerce have changed and grown since the program was introduced. Rather than changing or altering how campaigns are run, the new AdWords interface changes how campaign data is presented to better quantify the information, so you can get a better understanding of how campaigns are performing across platforms for a range of users.
According to Paul Feng, product management director at AdWords, “The reason we’re rebuilding AdWords is because the world has changed so much in the past two years. AdWords is now over 15 years old and launched when Google was just figuring out what search advertising was. We rebuilt it several years ago for a desktop world — smartphones were only [a] year old. Now we are in probably the biggest shift since AdWords was introduced (and I’d argue perhaps ever) with mobile, and there is now increased demand on marketers and on AdWords as a platform — advertisers are running ads in search, display, shopping, mobile, video. Ultimately, that’s why we’re re-imagining AdWords.”
Google has made an alpha version of the new interface available for testing to a number of select advertisers on the platform as it gradually develops and rolls out improvements to the UX design. Rather than completely replacing the current form, users have the opportunity to switch back and forth between versions, and all current functionality remains intact.
As the way consumers engage with their favorite brands and access information continues to change, advertisers need better tools to target their campaigns to the market. Google’s redesign of AdWords is intended to help you capitalize on ever-changing online behavior.
PD: Thanks to @balasoiu for the beautiful featured image! 🙂
Though sometimes it seems like navel-gazing, Cara has written many blog posts about online marketing for small businesses, B2B marketing and using SEO to drive traffic and now she is writing them for Quarizmi.