Seasoned pay-per-click (PPC) professionals have long complained about the clunky interface of Google AdWords. After a highly anticipated redesign, the latest version of Google Ads significantly revises the interface and it goes a long way toward equipping marketers with long-desired features.
Let’s review some of the highlights of the complete redesign of Google AdWords – now called Google Ads:
The Standard Dashboard
The beautiful new dashboard is the first sign this isn’t the same old Google AdWords platform. With a vibrant new visual interface, the standard view now comes packed with intuitive information in clear categories. That includes valuable metrics segmented by “looks” – a truly at-a-glance view.
It’s sleek enough that seeing which way you’re trending in an instant has never been easier.
The new AI-driven recommendations engine goes beyond static advice: It provides campaign pointers based on your actual historical performance compared to your goals. You’ll also have access to a wide range of automated optimizations – many of them implemented in just one click.
You can see all recommendations at once or zoom right in on your areas of main concern.
Finally, Google Ads has caught up with third-party tools by providing you with robust ways to architect your own custom dashboards. Power users can go beyond the built-in dashboard by choosing their own reporting options that highlight details on underlying performance drivers.
Predefined reports supersede the old “Dimensions” tab on the previous interface and go one step beyond. Not only can you view all of the same data that was originally available, but you can see it in an intuitive graphical format that’s far more scannable than it’s ever been before.
It only takes a minute or two to construct custom reporting that will even resonate with clients.
Demographic targeting was popular in the old AdWords, but it fell short in a major way: it was not possible to combine multiple demographics. That, in turn, made it impossible to really grasp the full scope of the demographic performance of your account. But no more.
The ability to combine views of gender and age, for example, is on its own remarkably powerful in helping you verify the core assumptions behind your marketing campaigns. You can see which demographics outperform or underperform expectations and use that data right away.
It’s taken some time, but Google Ads is evolving into the intuitive suite of tools that Web marketers always craved. Rather than feeling “set up to fail,” you now have a powerful optimization command center at your fingertips.