Advertising Swings into High Gear with Adwords Interface Change


Since the new AdWords UI was launched at the end of 2017, Google has introduced many facilities and features to make advertising more easy and productive. Google AdWords is changing its name, logo and layout from 24th July, 2018 onwards. After the launch of this new platform, it will take the name Google Ads and there will be some exclusive features that will enhance current online advertising across different media that can help save a good amount of time and effort of advertisers.

This is what Google Ads logo looks like:

The new interface has received massive upgrades with exclusive features that can be accessed easily by streamlined navigation and fewer complexities. Earlier, the additional channels crammed into the same interface which confused users. The integration of ad and analytics technology will provide transparency by making all relevant information readily available in one place. This helps improving campaigns, remarketing, and other promotions.

Google has designed a map to tell us where its features can be found and how to get there. Navigation is divided into 5 unique segments and each of them has a set of subnavs.

Google’s advertising products are designed to improve how brands reach customers, simplify campaign measurement and increase productivity. So the new AdWords will not have some of the reports in the earlier version.

Reporting that’s saying good bye includes:
• Destination URL performance report
• Managed placement performance report
• Automatic placement performance report
• Placement report

Reporting that will be retained with significant changes includes:
• Reports containing columns that no longer exist.
• Reports containing child accounts no longer managed in your MCC.
• Reports using columns not yet supported by Report Editor, like: Historical quality score, Landing page experience, Exp CTR, and Ad relevance.

You should also note that reports currently in .XLSX format will be transformed to .CSV format.
(Source: WordStream)

New Features:
• Bid adjustments for calls – Ensure your call extensions show more often!
• Showcase shopping ads – Present your products in a new ad format that groups related items together for juicy SERP dominance.
• Audience manager – Aligns targeting options across display and RLSA.
• Promotion extensions – Append limited offers and discount codes to your search ads.
• Ad variations – A/B test without having to write a million and one headlines on your own (then roll with the top performer).
• Outstream video campaigns – Reach audiences with video beyond YouTube.
• TrueView for action campaigns – Add CTA’s and headlines to your existing video creative.


Data Visualizations
The data visualizations in the new Adwords interface will help save tons of your valuable time.
The major types of data visualizations available are:

1. Daypart Reporting

The Day & Hour card is located on the main Overview dashboard as well as the Overviews for each campaign and ad group.

Similarly, you can select and view metrics of your ad campaign in Day & Hour and Hour

2. Devices

The new interface enables you to see how your ads and campaigns work across devices for three metrics at one time.

3. Ad Scheduling

Another area where visualization has been improved is Ad Scheduling. Currently, on the ad schedule tab of a campaign, there is a bar chart showing when ads are running and a separate line graph for seeing performance metrics, without dayparting. In the new interface there is a chart to depict ad schedule and performance metrics broken down by day.

Other Important Features:

  1. Audience Manager

Audience Manager helps save a good amount of time and effort by readily providing existing remarketing and audience list functionality in an intuitive way.

To reach Audience Manager, click the tool icon in the top right corner of your screenàLook under “Shared Library”

Within the page menu of Audience Manager, you can see three sections: Audience Sources, Audience Lists, and Audience Insights.

Audience Sources:

Helps you get data of various sources of audience such as AdWords tags, Google Play, Google Analytics, YouTube etc. to create a more precisely targeted remarketing list for your campaigns.

Audience Lists:

This is where you can create new audiences to target as remarketing lists based on your Audience Sources data. The Audience lists table helps you manage your remarketing lists by searching, sorting, filtering, applying labels, deleting, and grouping lists.

Audience Insights:

Audience insights use Google’s network data to help you understand more about your audience members and recognize key patterns and opportunities. It breaks down the audiences in your remarketing lists by affinity categories, in-market categories, age, gender, geography, devices, and more. This tool provides insights that can be translated into practical campaign decisions to attract new people or optimize creatives.

  1. See Version History

If you want to edit ads in AdWords rather than pause or remove old ads, and then add new ones, using See version History only available in the new AdWords interface, you can easily edit and compare your old ad variations.

For this, hover next to an Ad →Click on Pencil icon → select “See Version History”

  1. Promotion Extensions

Promotion Extensions show your special promotional text at the bottom of your ad. You can display a two-line text as a promotional text. This will stand out from the rest of the ad text and will have a bold label of the special occasion of your promotion which you can choose from the list provided in the new interface. This feature can be used to attract customers who search for special offers during special occasions like Back-to-school, Christmas etc.

This feature has the following benefits:

  • Update easily: Select from a list of pre-populated occasions. You don’t need to make new text ads to keep them up-to-date for sales and special offers that occur at different times.
  • Edit your extension without losing data: Edit your promotion extension without resetting its performance statistics.
  • Mobile preference: Choose if you prefer to show your promotion extensions on mobile devices.
  • Flexible scheduling: Choose to show your promotion extensions within the date of the occasion or specify dates, days of week, or times of day your promotion extensions are eligible to show.

(Source: AdWords Help)

The new AdWords interface has undergone drastic changes in the layout compared to its previous prototype, adopting simplicity and user-friendliness as its new principles. This is not an accident, because people nowadays use mobile phones like never before for various purposes including buying products, watching videos and playing games.

The user experience also has gained importance in today’s online advertising industry. Google has simplified its advertising products so that any business, large or small in size, should be able to take advantage of this favorable, business-friendly atmosphere. Moreover, businesses are looking for streamlined platforms that are highly flexible and user-friendly with outstanding productivity. Google is now catering its products and services with this in mind. Although it takes some time to get used to the new interface, it is guaranteed that these features will serve the purposes of your ads and campaigns and also increase the momentum of your business growth tremendously.

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