In an update that will roll out over the next two years, Google are overhauling AdWords. This is to future-proof itself for “marketing in a mobile-first world” This is the first time such an update has happened since 2008. So it’s kind of a big deal. And, we have to admit, the platform did need a bit of a rejig, if only from an aesthetic point of view.
“This re-imagining process is going to take some time, but we’re excited to finally talk about what we’ve been working on for the past year, year and a half,” said Paul Feng, AdWords Product Management Director
As explained on their AdWords blog, it has morphed from a tool to help advertisers place ads where their customers are searching, to something more complex. People want quick answers, they want to see a phone number or a directions to a store. Google have outlined what they feel is important to provide with the new AdWords:
- AdWords should be more about your business, and less about Google’s product.
- You want the data you care about at your fingertips.
- You need simple, yet powerful tools.
Material Design is the name of the design language that Google uses across their major apps like Maps, Search and Gmail. But functionality won’t change, there’s no migration or upgrades required.
So what will change in AdWords?
The look will definitely be changed, as shown in screenshots released by Google. Campaigns and Ad Groups are shown in the left-hand navigation, as usual, but clicking on any individual campaign will bring up what Google are calling an overview screen, a dashboard view essentially.
These overviews are available for campaign, ad group and ad levels. There’s a snapshot of performance, which is a welcome update to the Home screen that we have at the moment. You’ll get four key areas to compare, with clicks and conversions. You’ll also see Top ad groups and a snapshot of the performance across devices.
Further navigation can be found on the left hand side. This includes Keywords, Negative Keywords, Search Terms. So much simpler than it is now – Google have stripped out unnecessary and stodgy navigation options and taken out, for instance, ‘video’ if you’re not showing a video. Makes sense.
You’ll notice some other design elements that are reminiscent of other Google products, such as the three dots to denote “overflow” (other columns/options)
Dan Pillay, Head of Operations at Broadplace said,
“Material Designs’ mission is to bring classic elements of design and synthesis them with the innovation and possibility of technology. The AdWords interface is the perfect playground to demonstrate and push these ideas further. With many billion+ user applications (such as Gmail) using Material Design already, AdWords will be benefiting from a wealth of experience.”
The overall idea is less clutter, logical workflows and more power to cater for a changing world of advertising. And we welcome that.
So when will the changes be taking place?
Well, nothing is going to be drastically changed any time soon. After all, this process is taking two years. However, some lucky invitees are going to be trying it out and providing feedback to Google. They are targeting advertisers large and small and in between. So hopefully the changes necessary for you will be made before you even get the new look AdWords. These beta tests will be happening over the next 12 months, possibly 18 months. Those testing will only really see elements that are relevant for them – so video advertisers will get video platforms to test and shopping advertisers… well, you get the idea.
Ultimately, the finished article will be introduced at the end of 2017. It’s quite the wait. To put that into a geeky perspective, we get 5 Marvel superhero films, 3 DC Comics films, 2 more X-Men films, a new Star Wars AND a new Star Trek. And even more, besides: