What to expect from the new AdWords interface

Have you tried the new AdWords interface yet? There are some new features to try out already and even more to be launched throughout the rest of this year

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Back in February, I wrote about the new Adwords Interface coming soon, and now the day has arrived and new AdWords “experience” is in beta testing and is being rolled out to accounts across the globe. The new design aims to streamline day-to-day campaign management and make account setup and editing faster, to help advertisers and agencies have more time to focus on achieving business goals.

Not all features from the old interface are currently available in the new one yet, but if you are using the new one already you may have come across some new features, that weren’t available in the old version, and we can expect even more new features to be launched throughout the rest of the year. These include:

New audiences section and terminology – in the new interface you’ll find a whole page dedicated to audiences where they can be applied to campaigns or ad groups and adjusted from a single location. Also, and this is important, the terminology that Google uses has changed, just to confuse us. It’s no longer “Target and bid” and “Bid only”, these terms have been changed to the following:

“Target and bid” = “Targeting”
“Bid only” = “Observations”

Promotion extensions – these were available in beta within the old version of AdWords but are now fully available in the new interface. Promotion extensions allow advertisers to add a link to a promotion or offer to their text ads, which can be a monetary or percentage off discount on a particular item. These are setup as follows:

AdWords Promotion extension setup

Household income targeting – this is now available within the demographic section in the new interface. It allows advertisers to see how their campaigns perform within the different household income brackets from ‘Top 10%’ to ‘Lower 50%’, and the smaller brackets in between (11-20%, 21-30% etc), and adjust bids accordingly. As always, there’s also the ‘Unknown’ category where Google cannot determine the income and as with many of the other demographics, the highest proportion of people fall in the ‘Unknown’ bracket, from what I’ve seen anyway.

Here are the features that we can expect to find in the coming months:

In-market audiences for search campaigns – in the new interface we can expect to soon be able to apply in-market audiences to search campaigns.

New data on landing page performance – this new feature will show insights into ad landing page performance, all in one place, and provide information to help advertisers optimise their landing page experience, especially for mobile devices:

Integrated Google attribution data – announced at Google Marketing Next back in May 2017, the new, and free, attribution tool will soon be available within the new interface and we can then measure the impact of clicks along the customer journey from display, video views, search, and app use etc, instead of just using last-click attribution.

Import offline sales data directly into AdWords – if retailers capture a customer’s email address at point of sale in store, they can now upload that sales data straight into AdWords or via a third party tool. This gives advertisers a real insight into how their AdWords ads are attributing to in store sales too.


Google also hosted an Elevenses on the new interface, you can find that here: https://www.youtube.com/watch?time_continue=452&v=9J53L1Cpg_c


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