The Best 7 Updates in The New AdWords Interface

Change isn’t something a lot of us like; sticking to what we know best is often what we believe to be the best option, despite a better/easier version being available.

When we came into work one day and found that the thing we used most had changed beyond recognition, we were a bit thrown. It has taken us some time to get used to the new AdWords interface – but we can tell you now, it is worth it!

We’re sure that some of you reading this, who do continue to use the old Google AdWords interface, are dreading the day the previous interface will no longer be available (expected to be within the next 6 months). But the new interface does come with some impressive features that will help you manage your account…

  1. The Overview Page

This change is probably one of the first things you noticed when entering the new interface. The overview page varies from AdWords account to AdWords account – it is ‘smart’ in that it is tailored to show you the things that Google thinks you will find most useful. However, if you want to see something different, you also have the ability to adjust each section with ease, and to change the date range shown.

For those who aren’t data nerds (we are!), the data is shown in a more visual manner than in the old interface, to help you better interpret the data.

New AdWords overview

  1. Using N-Grams to Analyse Search Terms

One of the new reports on the Overview page shows the performance of search terms and words that have triggered your ads to appear.

Some words or phrases are given a darker outline to demonstrate that they have cropped up more frequently. When hovering over a term/word you will see a pop-up window that gives you information on the performance of that term/word. This feature is very helpful when analysing a broad set of search queries, making it much more time-efficient to assess which phrases need adding or removing from an account to improve results.


  1. The Day & Hour Widget

The new day & hour widget allows the advertiser to see at a glance their best performing days of the week and hours of the day. Using this data the advertiser can edit the active bid adjustments to reduce max cost-per-click on the poorer performing days and times and increase the cost-per-click for the days and times you are more likely to convert.

  1. Account Shortcuts

Google have tried to design the new AdWords interface to increase your efficiency, with everything you need in AdWords only a few clicks away. They have also introduced a new way to navigate around your with a quick search function.

To activate this, press the keys “G” then “T” to bring up a quick search box. This is perfect for those people who are new to, or getting used to, the updated interface. We would advise most people to use this, not only to make things easier but to reduce the amount of time spent browsing for something you can retrieve in only a few seconds.

  1. Bid Adjustments for Calls

According to Google’s Internal Data (2016) “On average, calls convert three times better than web clicks”, so for businesses or advertisers that are focused on generating phone leads, adjusting bids on call extensions can be very helpful, making your call extensions show up more frequently and hopefully generating more calls.

This feature is only available in the new interface.

  1. Targeting & Analysing Household Income Traffic

Previously in the old AdWords interface it took time to set up targeting based on household incomes, and it was also very hard to find the performance of each group and make changes based on their performance.

Located in the ‘Demographics’ tab in AdWords, you can now review the Household Income Report and set up bid adjustments quickly and easily. This enables us to refine our audiences much easier, helping us to allocate budget to the most appropriate demographic groups with ease.

  1. The New Keyword Planner

The Google AdWords Keyword Planner is a very useful tool, that everyone who has an AdWords account should be using regularly. It gives us the ability to find new keywords, and find volumes and trends for particular keywords.

The Keyword Planner, like the rest of AdWords, has now received a facelift. Not only is the layout of the Keyword Planner in line with the rest of the new interface, it is also simpler to use with more, and more relevant information available.

One way in which the tool has been simplified, for example, is that there are only two options to pick from when starting your research –  ‘Find New Keywords’ and ‘Get Metrics and Forecasts for your Keywords’. Previously there were 5 different, somewhat confusing, selections to choose from.

The available tools for forecasting future performance, once terms have been added to your plan, are also much improved, though of course you only really find out how well a campaign is going to perform when you run it!


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