The new AdWords interface has been in motion as a beta since mid 2017, after previewing it to some audiences as early as late 2016. So it is hardly news that it has arrived and that, eventually, it will be the only interface. Despite this, several headlines from Searchengineland in April and early May, centred on this interface.
There have been mixed reactions from those who use AdWords daily and the longer you’ve spent with the old, the harder it seems to be to transition. I loathe to say this, but it took me longer than I’d like to admit to get used to the new interface.
Yes, it’s prettier. Yes, it does offer quicker access to some useful insights that might have been surfaced through third party tools in the past. The implementation though, has been clunky.
From forcing it as default and making you revert to the old interface manually every time you re-entered an account for a period, to the fact that some reports and screens still only exist in the old interface. It hasn’t been completely smooth sailing. On smaller screens the double sidebar and spatial design of the interface can become frustrating.
New Interface, New Features
Despite that, there are some areas that are truly game changers. Treating experiments as campaigns that you view alongside the rest of your campaigns makes so much more sense than the previous set up.
The menu layout takes a while to get used to (leading to many frustrated clicks of the “return to previous AdWords” button clicks) but it is actually quite intuitive once old habits have had a chance to die softly.
Features that are only available in the new interface are a cunning move from the AdWords team. Promotion extensions are a great tool for highlighting sales and offers. Household income targeting in search could save a lot of wasted spend or help you to really hone in on your target customers (the “unknown” portion of the data is a little high for my liking in New Zealand right now though).
N-grams being highlighted in the campaign overview are a nice touch too. Highlighting new words that are being seen in the last week could help you to jump on a trend, or quickly find a new negative keyword to add.
Since launch, they’ve also included things like the landing pages performance section which will likely produce some interesting observations.
Are all of these new features worth the pain of the transition? Maybe. The carrots here are ultimately balanced with the stick. The old interface will no longer be an option at some point. It’s going. We don’t know when, but that welcome parachute of “Return to previous AdWords” will not sit beneath the little spanner icon forever. The most recent indication from Google is that it will be phased out by the end of the year.
Would I take that to the bank? Heck no. Standard text ads seemed to take forever to die. But they did die in the end.
So at Uprise, we’ve embraced the new interface and are looking forward to some of the new toys that are rumored to be paired with it in the coming year. Did someone say Google Attribution?
I didn’t, but word on the SERP is that it too, could drop before 2018 is out.
Friday, 1 June 2018