The New Adwords Experience – 7 Key Points

By Grant Barber, June 07th 2017 in Ad words
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Introduction to the New Adwords Experience

It has been 8 years since Google redesigned the Adwords experience. In this time we have seen dramatic changes in marketing such as multiple devices and touchpoints. The new Adwords experience is designed to be a fast, modern & visual interface that is easier to use more and more focused on your business.

Back in February, we blogged about the new interface as we had early access and we wanted to send out a follow-up blog now that the interface is with us and also highlight some of the other key new features in the platform.

1. New User Interface

In our February blog we gave an overview of what we put our thumbs up for in the new interface as well as areas we weren’t so keen about. As a summary, we thought the data is laid out a lot better with nicer graphs. Less clutter makes it easier to digest the information.

The graphs on the main summary are helpful to quickly see what devices, time/day, location are working well.

Search & Display are now clearly defined and have their own sections that are filtered. Ads & Ad Extensions combined into one view. We would look to drive uptake in use of ad extensions and a preview of how the ad extensions look alongside the main ad copy will decrease errors, and duplication across the main copy and ad extensions.

We liked that the opportunities tab is far more prominent and easier to get to. Opportunities are categorised at each level from ad group to campaign, which is very handy when developing new ideas to enhance an ad group or campaign.

Don’t worry about clicking it and never being able to get back to the land you know. You can toggle back and forth between the new and old interfaces, which you’ll want to do because functionality like being able to download data is still not available.

We think that power users will love it and that a lot of the points we have under thumb not quite up may switch to thumbs up if they are fixed before launch. Users who are newer to AdWords may like the sleek look, however, the new interface will need a lot of time, effort and training in order to maximise the results from your online advertising campaigns.

2. Location Extensions for YouTube

Seems such a simple addition but could really boost sales. Imagine a prospective customer watches your video, notices the new location extensions and realises your business is near their place of work, then whilst they pop out for lunch they pop in and purchase your products.

3. Accelerated Mobile Page Ads

AMP landing pages are Google’s latest answer to improving page speed. Google has launched Display ads for AMP pages. Such ads can load around 5 seconds faster than regular Display Ads, even though the ads look the same.
We know that 40% of people abandon a website that takes more than 3 seconds to load and every second you can speed up load time has a big effect on conversions.

4. Landing Page Initiatives

Google Optimize will now integrate with AdWords, giving advertisers more options to test landing pages and ensure they are fully optimised to maximise conversion. Google say that –  “With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required.”

There is also a new landing page report in the Adwords user interface, which provides suggestions for optimising the load time for a page and for you to review a site-wide report on usability.

5. In-Market Audiences

Machine learning is a key topic at Google and the new interface focused on how AI can assist you to hit your KPIs. In-market audiences, which have been available on the Display Network for some time now, help advertisers find prospects who are nearing the end of the buying cycle. Through the combination of search query data and activity analysis, Google is now able to identify these subsets of your target demo on the search network.

6. Google Attribution

The customer journey in today’s world is very complex and swerves between online and offline methods as we try and attribute a conversion so we can track ROI. Google Attribution will allow you to view the true impact of your online marketing efforts for free.

7. Google Surveys 360

Surveys 360 allows users to:

  • Create a survey
  • Find a specific audience sample across the web
  • Generate results quicklyCreate a survey

We think this will make A/B testing a lot easier as you can get better feedback from customers. By asking someone why they clicked your ad, you can get an idea as to what’s working and what isn’t.


Push are the EMEA Winner of Google’s Highest Customer Satisfaction Award and we live and breathe Adwords. If you face issues using the new interface and need our help or want a free audit please get in touch and we would be happy to give you our feedback. We have 10 years of experience in developing and rolling out our own internal tools that maximise our customers’ results online.


Grant Barber

Head of Marketing Masters educated sales and marketing professional, with experience in a wide range of sales, marketing and management roles. Versatile, committed individual with the ability to succeed in business through communication, creativity, teamwork and determination. Experience in digital marketing and how to maximise the wide array of opportunities in this space

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