4 New Features I Like in the New AdWords Interface

But wait, I guess we can’t call it AdWords anymore? That’s right, in addition to forcing the change for all advertisers into the new interface at the end of July, Google AdWords has now been rebranded to Google Ads.

Regardless, all search marketers and PPC advertisers will be rolled over to the new Google Ads interface on July 24th, 2018. Yes, like in 5 days from the posting of this. The new interface has been available for quite some time. However, most of us curmudgeons in the PPC industry have resisted it due to our unhappiness with the features and usability. And for me, I am stubborn in my user habits as I work on campaigns.

Regardless, instead of taking a negative approach with the switch, which many have rightfully blogged about, I am going to take a positive view and list out four features I do like.


While we having been able to use demographic targeting in search and display in the old version, a new asset is now available and that is household income and parental status. We utilize and evaluate these segmentation sets in both singular data sets, such as just parental status, or within combinations. For several reasons, this can be very helpful in customer segmentation for search campaigns in the B2C areas.

Extensions View

In the previous AdWords view, we could view extensions across campaigns, but it was not very efficient. The new AdWords experience had a nice layout of extensions within all campaigns, with the ability to easily select different views of the different extension types.

Labels With Text

Now, this is a smaller nuance that maybe only I like, but I’m a fan of the addition of text labels under the most screen view icons. While I had gotten used to the previous symbols, sometimes it still took me a second to remember what each icon represented. The new accompanying text underneath these is very helpful. Yes, I realize that this is trivial, but saving seconds during the day is very important to me.

Overview Screen

I never used the Home or Overview screen in the old Adwords account. And I probably won’t that much in the new interface. However, with the new modules, I may use some of the new dashboard options to send screenshots to clients or use for my own quick uses. One feature I like is the line chart that shows the percentage of clicks by device type. As I manage multiple campaigns and clients ask different types of questions, these quick hitter visuals can help answer their questions quickly.

Yes, we have been fighting the new AdWords, ahem, Google Ads interface for quite some time. But we must come to grips with this change and embrace it. The old interface did serve us well for several years. Hopefully, as the bugs are worked out, more features in the new interface will serve as a useful platform to manage PPC campaigns.

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 Marketing Committee for Impression 5 Science Museum, and the Executive Board of the Capital Area IT Council. He was previously a member of the Lansing Regional Chamber of Commerce Executive Board of Directors for 8 years. Additionally, Ford is an adjunct faculty member in the Eli Broad College of Business at Michigan State University.

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