The Big Changes To Google AdWords : How could This Affect Your Business.
Since March 28th , 2016, Google AdWords had been testing a new layout of their famous Google AdWords platform. This new layout is a big change in design, but in overall functionality, your AdWords account wouldn’t be too drastically affected. Whether you used the new or old layout, you were allowed to swap between the two. That is, until last month. In July, Google pulled the plug on the old AdWords layout, and now lots of PPC advertising users who were happily using the previous design are left scratching their heads at the new fancy platform with no way to go back to the good old days.
First things first, if you usually use AdWords via your mobile, this change is going to be very good for you. Back in October 2016, mobile searches overtook desktop searches, and this new design is made to be more mobile friendly, including faster loading times and a better design to fit a smaller screen. Beyond that, the new design has streamlined the AdWords reporting process, allowing you to make multiple filtered reports with greater ease. You can now make Bid Adjustments on call extensions and adverts, perfect for companies where your main business comes from telephone calls.
One fancy new feature of note is the Promotion Extensions. Originally, these were only available within the Google Merchant Centre, but have now been moved into AdWords’ advertising neck of the woods. You can set the length and details of unique offers and promotions to run via AdWords, perfect for holiday deals and sales. Not only that, but Search Advert users have the ability to target users based on their household income, a feature that was originally only available in certain countries.
However, the new AdWords layout has also resulted in some features being removed or altered. The Display Planner is gone, and the Dimensions tab has been changed to become Predefined Reports. Overall however, the majority of changes haven’t removed features but changed their name and location. Everything that was important to you before is likely still in Google AdWords under a new name.
The new Overview tab is the most important factor of the new AdWords layout. Similar to Google Analytics, this tab gives you a great rundown of the most important features of your campaign for the set time period, including device split, user locations, times user visited the website, best performing adverts and keywords and more. Getting used to using this feature can save you a lot of time in measuring and reporting on your accounts. Not to mention that reporting itself is made easier to use by the newly added Reports tab. Setting up weekly or monthly reports, breaking down results, or even setting up an entire reporting dashboard is easier than it used to be now.
Of course, a big change like this is going to take some getting used to. There are plenty of advertisers who took one look at the crisp design and shuddered, retreating back to the older, more comfortable version. But the ability to do that is gone now, and advertisers have to jump in the deep end and get used to this new version of AdWords. More likely than not, you’ll find yourself acclimatising faster than you think, and before too long you’ll be more than comfortable with the changes and improvements. Don’t get scared off by the new design. There’s a lot you can do with your Google AdWords account with this fancy new layout, and once you’re settled in, you’ll be right back to business as usual, with a huge variety of features that’ll help you perform even better than before.
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