Google has announced that it will be completely redesigning AdWords in order to make it “super easy” for advertisers to execute and optimise campaigns using simple and powerful tools in a mobile-first marketing world. It is the first major overhaul for the platform since 2008.
Google revealed in an official blog post that there had been a fundamental change in how people search for content since AdWords launched 15 years ago, with users now favouring numerous short bursts of digital activity on mobile devices rather than predictable web sessions. The new AdWords experience will aim to empower marketers so that they can run their ads effectively across search, display, video, shopping and mobile.
“This rise in complexity has created the need to reimagine AdWords, and over the past year, our product teams have been thinking hard about how we can make AdWords as relevant for the next 15 years as the first 15,” Google said. “From creating a single Shopping campaign to updating thousands of text ads, we needed to do this in a way that works well for all advertisers around the world, regardless of size or objective.”
Some of the planned changes include the introduction of overviews at various campaign and ad group levels, which will provide a graphical snapshot of performance. This new view will show four key metrics with Clicks and Conversions highlighted and charted beneath them. There will also be a snapshot of Top ad groups and a simple view of the performance split for each device.
The new AdWords experience, based on Material Design, will change the look and feel of the platform, but functionality will remain the same so that users won’t need to upgrade or migrate. Google has said that the changes will be rolling out during the next 18 months and that a small number of advertisers will be invited to provide feedback on new features. The goal is for the redesign to be fully rolled out to everyone by the end of 2017.
Google added: “We look forward to undertaking this journey with you and to delivering the tools you need to connect with consumers in meaningful and relevant ways.”