The next generation Google AdWords interface

A sleek design, more data visualization and easier navigation


Google started launching its new AdWords interface last year for some accounts and they have been adding new features since then. The new AdWords experience is being rolled out to more users within the next few months.

What’s different to the current interface?

First of all: the way it looks. The general layout corresponds much more to other Google products such as the Merchant Center or Tag Manger. It features Google’s flat design style, which you are probably already familiar with. If you stumble upon a new interface in the near feature, you could feel a bit lost but you will soon find out it works in a pretty intuitive way. Those of you who have experience with CMS Systems such as WordPress, will feel at home right from the start. Google is adamant is will also be a lot faster.

In brief, the new interface should be about three desing principles:

  • Data at your fingertips: Help you surface insights so you can identify opporunities and take action.
  • Focus on your business: Make it super easy to run and optimize campaigns based on your unique business needs.
  • Powerful, yet simple: More intuitive workflows and remove clutter so you can accomplish more in less time.

What do I have to do to get the new interface?

Absolutely nothing. Google is rolling it out gradually so your account can have the new interface any time soon or you will get a notification that the new version is available. Google is not specific who will get it first but stresses it will make the swith in the next months. If you are overwhelmed the first time, don’t worry: you can still switch back to the old interface, especially because some funcionality to download data isn’t available yet.

More dashboards and data visualization

The new interface will offer an overview page where you can consult your data in a visualized way. The navigation should also be improved, allowing you to do more in less time. Google also announces new tools in next generation interface, although they haven’t made any specifications what they will be. A rumour is that it could be things such as Campaign setup wizards where Google will ask you some questions what you want to achieve with your camaign (something similar exists today when setting up a Display campaign).

Google introduced the new AdWords interface already in March 2016 and expectations have been building up since then. No deadlines have been made public, only that it depends on a number of things when your account will be able to use the new interface (like the number of options enabled). So rest assured it will only be a matter of time before you can get your hands on this.

Posted on August 16, 2018 by , last modified on August 16, 2018

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