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Introducing the New AdWords Experience

Google have recently announced that the new AdWords experience is now available to all advertisers. The new AdWords experience claims to be faster, more intuitive, and focused on helping advertisers reach their goals.

What’s changed in AdWords?

The first thing you will notice is the complete redesign of the AdWords user interface. According to Google, the new version has been designed to load 20% faster to allow advertisers to quickly access the data they need. They’ve also streamlined the navigation so that you can do more in less time and have introduced a new overview dashboard that provide instant insights into campaign performance.

New Features

Overview Page

The overview page allows you to view multiple insights into your campaign performance at a first glance. You are able to customise this page to show the metrics that are valuable to you, and include data on campaign performance, most-shown ads, best performing search terms, device performance, and performance by day and hour.

Promotion Extensions

Promotion extensions have previously only been available to advertises with beta access in the old interface, they are now available to all users in the new UI. The Promotion extension adds another line of information to your text ad and allows you to link to a specific offer or discount. 

Promotion extensions can be added on an account, campaign, or ad group level. You are able to choose to display an occasion in your extension, such as Valentine’s day or Back to School, and select a promotion type, e.g. percent or monetary discount. You are also able to include promotion details, e.g. only on order over £100, or provide a promotional code.

Demographic Targeting

Targeting by household income and parental status have been introduced to the demographic targeting options available in the new AdWords, alongside the standard age and gender targeting options that have been previously been available in the old AdWords. 

These two new targeting options can be particularly powerful in helping you cater your ads to audiences that will have a higher interest in your product or service, for example, targeting parents if your brand sells children’s clothing or you are running a Back to School campaign. 

Landing Pages

The new Landing Pages section is designed to help advertisers understand how their landing pages are performing, specifically on mobile devices. On this page you will be able to view the ‘Mobile-Friendly Click Rate’ for the landing pages in your account, which is the percentage of clicks coming from mobile devices that land on a mobile-friendly page. You will also be able see standard metrics, such as conversions, clicks, and impressions.

Currently, Landing Pages shows data for Search, Display and Video campaigns, however the ‘Mobile-friendly Click Rate’ is only available for Search campaign. Google plan to expand on this data in coming months.

Downsides of the new AdWords

Although there are several new features in the new AdWords, it doesn’t yet include all the features that are available in the old version. But don’t worry, if you can’t find what you are looking for then you can still access the old version for now.

Some of the primary features that are not yet available in the new AdWords are:

  • Price and message extensions
  • Advanced editing, such as automated editing, bulk uploads, copy and paste
  • Remarketing, audience, and topic targeting and mobile app install for Display ads
  • Bid adjustments for targeting methods

The new AdWords is going to take some time to get used to and you are going to need to spend some time learning where everything is, and you might even be tempted to continue to use the old version instead. But, we would encourage you to explore the new AdWords, as the old version won’t be around forever!