As the new AdWords interface slowly rolls out across global accounts, we’re finally getting the chance to work with the “new experience”. The redesign is certainly an improvement on the old version, but it’s not quite a like-for-like swap. The new AdWords experience is a visual overhaul of how Google presents your data and it also comes with some completely new features.

This might take some getting used to, considering it’s almost a decade since the last AdWords makeover. So, in this article, we’re going to run through some of these new features to give you an idea of what to expect.

Switching between the new and old experience

As we say, the new AdWords experience isn’t purely visual; it also changes the way your data is presented and accessible. The redesign is far more intuitive than the previous/existing experience but it’ll still take some getting used to.

The good news is you can switch between the new and old AdWords experiences while you get used to the new structure. So, if you can’t find something in the new version, you can switch back and do things the old way.

New experience, new features

The new AdWords experience comes with a few features we haven’t seen before and it seems there are more coming soon. So let’s take a look at what you’ll see once you get the new interface.

Promotion extensions

If you’ve got beta access on the old AdWords interface, then you’ll already have the option of using promotion extensions. Otherwise, the new AdWords interface will be your first opportunity to use this ad extension.

As the name suggests, promotion extensions help you emphasise sales and promotions, like the screenshot above. The extensions apply to mobile and desktop – something we’ll presumably see a lot more of as the new interface continues to roll out.

Household income targeting

In the Demographics tab of the new interface you’ll see Household income targeting is now available. In the old dashboard you could only apply income targeted based on location, but this is now a separate targeting option in its own right. You can adjust your bids for various income brackets (Top 10%, 11-20%, 21-30% and lower 50%).

New audience section

The new AdWords interface also includes a full page dedicated to audiences, where you can manage all your audience targeting and optimisation from the same place. You can apply your settings to any campaign or ad group from this page, without having to go into individual campaigns/groups manually.

“Target and bid” is now “Targeting”

“Bid only” is now “Observations”

There are a couple of tweaks made to the terminology Google uses on the new audiences page. Target and bid is now simply Targeting and Bid only has changed to Observations. We haven’t noticed any other terminology changes as yet, but we’ll be keeping an eye out for them.

Features coming soon

There are also a bunch of new features expected to come to the new AdWords experience in the near future. These should be rolling out over the next few months, so they may well be ready and waiting for you by the time you get the new interface.

Landing page performance

This is one we’re looking forward to seeing. The new AdWords interface will soon include a landing page performance dashboard, providing you with insights on all your landing pages in one place. If you’re already using a tool like Unbounce to manage your landing pages, this might not bring anything new to your toolkit, but it’ll still be interesting to see how Google’s numbers compare to third-party sources.

In-market audiences for search

In-market audiences is a powerful targeting option for display campaigns and it’ll soon be available for search as well. This targeting option shows your ads to people based on their search history, serving a similar function to Facebook’s excellent interest and behaviour targeting options.

Google Attribution

One of the biggest announcements from Google Marketing Next, back in May, was Google Attribution. This free app will be fully integrated into the new AdWords interface in the near future. Google Attribution provides data from all of your marketing channels to help you get better insights of the actions users take along the entire buying process.

Traditionally, PPC has always relied on “last click” attribution, which gives all the marketing credit to the last ad users click. Google Attribution will help you move away from this attribution model and gain better insights into the role your other ads and marketing channels play in guiding users to the final purchase.

When will I get the new AdWords experience?

Google expects the new experience to roll out across all accounts by the end of the year – so don’t panic if you haven’t seen it yet. When the time comes, you’ll receive an email from Google, notifying you about the update and you’ll be taken through an introductory tutorial the next time you login to your AdWords account.