First came the removal of the right hand side ads, and now Google has announced a complete redesign of the AdWords platform.

In true Google fashion change is on the horizon, but in all honesty this one should be a welcome one, particularly when we consider that the current AdWords design is nearly 10 years old. On an increasingly positive note, Google has advised that this change will aid the user in creating more strategic and effective advertising campaigns. So, what do we know so far?

  • Google have actually been working on this redesign for the past 12-18 months, even though they made the announcement just a few weeks ago.
  • Google will not change the way in which campaigns are structured and managed – the main focus will be on the way data is displayed; what is shown and when.
  • Google will be introducing a new ‘Overview’ screen – which will provide marketers and businesses with a more focused version of the current account level home screen. This will also include features such as clear data and stats on performance across different devices – thus, making it easier for users to make strategic decisions on campaign targeting.
  • New features of the re-design will start rolling out to advertisers in the next 12 -18 months, with the final roll out completed by the end of 2017.

How will these changes improve user experience?

  • Google has advised that “AdWords should be more about your business, and less about our product”. According to speculation, this suggests that the platform could become customisable, ensuring users only see the key data and statistics that they select and consider relevant to their campaign objectives.
  • Google wants to make processes such as analysis, reporting and ad extensions easier for all types of user. Over the years, so many tools and ‘add-ons’ have been introduced to the AdWords platform, making the effective management of ad campaigns increasingly complex and difficult. To overcome this, industry professionals have speculated that Google are likely to streamline existing tools or introduce new ones that are easy and simple to use, thus improving the overall process.
  • Part of this easier to use approach will be the new ‘overview screen’ – that will provide that key data at a click of a button, ensuring management decisions can be made more quickly and effectively.

If you have any further questions about Google AdWords or need advice on managing your campaigns, contact a member of the Climb Online team here

By Mark Wright, Director, Climb Online

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