Google Is Redesigning AdWords? My Wish List.

News has leaked in the PPC sphere that Google is redesigning the AdWords interface. A few very sharp, in the know folks across the PPC Chat group have written articles on it and Google has dripped out some screen shares. Now I am sure that this process has been months, if not years in the making. I was actually able to participate in a usability panel for Google in 2014 and was also able to visit Ann Arbor to provide some feedback. Whether or not that involves this project or not, I don’t know. BUT, pretending for a minute that we still could submit a wish list for a redesign – here would be some of my requests. Some of these are small, some are larger, and all would make my life easier.

Display/Destination URL Auto Fill Issue

In display campaigns when doing a mass upload for ads, entering in in the display URL first, it automatically defaults into the destination URL. This means that if you have copied and pasted a Final URL that has longer parameters in it you lose that URL. This is inconvenient, ideally if you paste the final URL into that box it would just hold and not change for any reason.

Destination URL box

Customized Home Page Dashboard

Much like the customized dashboards in Google Analytics, I would like to create a home screen I would actually be able to use. Right now, the Customized Modules feature on the home page only allows for limited module and column options across the campaigns, keywords and ad groups. It is good, but I think GA has spoiled us with the recent dashboard features and I would like to see more here in AdWords. For example, ad copy comparisons, both text and display, would be one item that comes to mind that needs to be built into this dashboard.

Mass Setting Edits Using Down Arrow

In the campaign wide Settings view, it would be nice to be able to use the a select all bar or “push down” checkbox to apply the same time/campaign date settings to all campaigns in a mass edit when looking at the macro account view. We used to have this with bidding at one time. And yes, I realize I can do this by checking boxes and selecting the right option under the Edit button. But having it on the fly within the setting screen would be a helpful shortcut for us that manage many campaigns in one account yet they all need to have the same start and stop time every month. (This one is already technically there, but is more my personal preference.)

Campaign Settings

Drag and Drop All The Things

Incorporating more drag and drop features within ad groups, keywords and ads would be a very nice feature. For example, if there is an ad that I want to be able to copy into another campaign or ad group, I would take it and drag it to the left into the campaign and ad group tree of my choice.

Initial Campaign Setup

And finally, the new AdWords layout must, MUST have a smoother process for initial campaign creation. Recent workflows on this have been clunky and also force you to complete billing information to finish a campaign, which is very difficult to work with. Campaign set needs to allow the advertiser to linearly build the campaigns, minus the forced pre-steps that AdWords puts into place. Everyone has their preference as to how they would like to build campaigns and the new design hopefully takes this into account. At a minimum, hopefully the usability hiccup that forces you to change a campaign name once you have put it in and then moved to the right and selected the campaign type you want WILL CHANGE! Highly aggravating! No one likes having to delete or backtrack, even if it takes 20 seconds.

Campaign Settings Lost Campaign Name Change

I know all of us in the PPC industry are anticipating the design roll out of AdWords, as it has been a few years since such a massive change has taken place. I trust the changes will be positive, look for a follow up post from me as these platform roll outs come online!

Joseph Ford

Joe Ford is a Managing Partner at Netvantage Marketing. In addition to overseeing day to day business operations of Netvantage, he directs paid search strategy and management. Ford is on the Lansing Regional Chamber of Commerce Executive Board of Directors, the Marketing Committee for Impression 5 Science Museum, and the Executive Board of the Capital Area IT Council. Additionally, Ford is an adjunct faculty member in the Eli Broad College of Business at Michigan State University.

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