All AdWords advertisers are now being moved over to the new look ‘AdWords Experience’ and this is being encouraged by Google with some new innovations that are only available to users of the new interface.
The default view for many AdWords account is now the new designed interface which has quite notable differences in layout and function, so it can be quite a ‘culture shock’ for regular AdWords users. There are also issues of speed and functionality with the new interface which need to be resolved, and there is still the option to switch back to the old view if required.
However, AdWords is trying to encourage more users to move over to the new ‘experience’ interface, including the following developments:
- Testing ad variations at scale – sometimes small changes to ad text, or using a different call to action, can dramatically affect performance. Google is rolling out ad variations in the new AdWords experience, which provides a fast and easy way to test changes across text ads at scale. The ad variations tool allows advertisers to test changes across thousands of ads in just a few clicks, with the test results shown when they’re statistically significant and simple implementation of the winning option.
- Evaluate ads and extensions in one place – the new combined section for ads and extensions enables advertisers to see extensions as ads are created, to ensure that the messaging makes sense as a complete unit.
- Manage call bid adjustments – this new bid adjustment option allows advertisers to increase how many calls might be received without the risk of paying too much for a standard click, and determines how often the call extension appears with the ads on mobile.
- Take advantage of Showcase Shopping ads – for ecommerce retailers, Showcase Shopping ads enable the grouping together a selection of related products and present them to introduce a brand or business. These ads help the user decide where to buy when they search for more general terms like “skincare” or “furniture”.
- Utilise promotion extensions – this option makes it easy for advertisers to keep promotions up to date without the need to create new ads. They also free up the rest of the ad for more unique content, like the brand terms or a clear call to action.
- Manage all audiences in one place – for display advertisers this helps to improve campaigns by managing targeted audiences with a new unified workflow in the new interface. For ecommerce stores, the new custom intent audiences make it easier to reach people who want to buy specific products based on data from the advertiser’s own campaigns, website and YouTube channel.
All the above features are new options available to AdWords advertisers and worth testing if relevant to a particular campaign or market. The new ‘experience’ interface is a new way to work in AdWords but the above options should be an incentive to start using the new look and the new tools.
If you’d like more information about the new AdWords interface and how to get the most from it, please contact us for details.