AdWords New Interface

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Google first announced about AdWords new interface in 2016. Since then, the internet has been flooded with speculations and predictions which involved top industry leaders. News centers and PPC agencies used this buzz to churn out trending content, some true, some false. And in October 2017, Google formally made AdWords new interface available to all advertisers.

Even though the word is out, and loud, I noticed that some, if not many, advertisers are not acquainted with the AdWords new interface. I was discussing AdWords Ad Suggestions with a client. Neither were they aware of this new update; they haven’t even seen the recommendation page which is exclusive to AdWords new interface. They were still using the previous version of AdWords.

I thought it is best that I write a blog explaining all the features of AdWords new interface and why it is time to start using it.



Google has promised a faster and aesthetic AdWords experience for a while now. And as said, it delivered a relatively quicker and much merrier AdWords new interface.

AdWords new interface comes with many exclusive features, and some previous features got a makeover. Google explicitly states that all this effort is to provide a more fruitful experience for the user. Be it a quick skim through your account or detailed scrutiny, AdWords new interface helps you find the right data with extra ease.

Exclusive features of AdWords New Interface:

Let me start off with the “overview” page. The overview page is easily my favorite of all the features of AdWords new interface. It is the first page you see when you log in to your AdWords account. As the name hints, overview page shows you curated information of your account performance. You will find account-level data, campaign-level data and more. The video below is a tour of the overview page.

The overview page is made up of two types of cards, summary cards, and insight cards.

Summary cards show you your performance data for the dates you selected.

Insight cards highlight observations that are important. These observations aren’t specific to the dates you selected.

Summary cards:

Overview pages come with summary cards that have line charts. Using these line charts, you can compare up to four different metrics for dates of your choice. Different summary cards are available for overall account performance, campaign performance or ad group performance. Summary cards include the following data:

  • Auction Insights data
  • Audiences for Display and Video networks
  • Most significant changes to your campaigns and ad groups
  • The geographic location of people who interacted with your ads
  • Keywords for Display and Video networks
  • Most-shown ads
  • Performance by day of week and time of day
  • Performance by device
  • Performance by keyword
  • Placements for Display and Video networks
  • Remarketing reach
  • Status review
  • Top products for Shopping
  • Top performing campaigns and ad groups
  • Top search terms on that caused your ads to display
  • Top videos
  • Topics for Display and Video networks

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Insight cards:

Insight cards show you patterns of your performance data. Google records and reports these observations automatically. There are different insight cards that you would see. And each of these cards has a specific takeaway. Types of insight cards are as follows:


Hourly performance pacing card:

This card gives you information about the number of clicks you get based on the time of the day. If you get 1k (average) clicks on Fridays around 6 pm, hourly performance pacing card tells you if clicks on Friday are about or below that average.

Hourly performance pacing cards show until the end of the day or till when you get your average number of clicks for the day.

Using this insight from hourly performance pacing cards, you can decide on adjusting (higher or lower) your bids and budgets.

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New words:

New words card helps you discover new words that triggered your ads on Google. New words are search terms that aren’t in your keywords list. This card is especially relevant for users who use broad match keywords in their campaigns.

You can either add these new words to your keywords list or to your negative keywords list depending on what impact they have on your business.

The insight from new words card also helps you adjust the match type of your existing keywords. If a broad match keyword is generating irrelevant clicks, change it to modified broad or phrase match types. Or, you can add those search terms as negative keywords if you don’t want to change the keyword match types.

Device shift card:

Device shift card appears when there is a significant shift in the device type from where your ad impressions come. If a majority of your ad impressions come from desktops, and it changed recently to mobile devices, device shift card informs you on this.

Device shift card insight helps you capitalize on this change. Using device bid adjustments, you can bid more for the device that is getting more impressions. You can spend less for the device whose performance dropped.

Top vs. Other card:

Top vs. other is a metric which indicates where your ads appear on Google search results page. The top position is above the organic results. Other places are anywhere else but on the top of search results page.

Top vs. other card tells you if there is a change in where your ad impressions are happening. If your ads regularly appear on the top of Google search results page and that has changed, top vs. other card warns you.

You can consider increasing your bids using this insight.

Call Bid Adjustments:


Even though industry experts and leading marketing agencies have raised their concerns about this feature, it is necessary that we understand what call bid adjustments are.

Call bid adjustments let you bid more or less on their ads with call extensions. These bids determine whether a call button appears with your ads or not.

Companies like Extra Store Space, Medical Guardian, Vitality, etc. are a few companies who saw positive results after implementing call bid adjustments. They have seen a significant increase in the click-to-call conversions and decrease in average cost-per-call.

You can adjust the bids from -90% to 900%. You can view your call data and set bids under “interactions” under “advanced bid adjustments” in the AdWords new interface.

The concerns about the call bid adjustments feature (as I mentioned earlier) are that how Google is charging advertisers for features that were once free. The debate is still on whether paying to show call extensions more often is wise.

Learn how to set call bid adjustments in AdWords new interface.


Showcase Shopping Ads:

Showcase Shopping Ads are an interesting inclusion to AdWords new interface. These ads let you group similar products and show them when users search for a related product. In simple words, when a user searches for one product, showcase ads display a collection of similar products that you sell. See the image below.


Showcase shopping ads have various advantages over regular shopping ads. While regular shopping ads are specific to a user search term and a closely related product, showcase ads can influence buyers intent as they help them discover more than just one product through these ads. You are in charge of what products you want to group and show together. Showcase shopping ads follow cost-per-engagement bidding.

Learn more about Showcase Shopping Ads.

Audience Manager:


Audience Manager in AdWords new interface is a revamp of “interests and remarketing” tab from the previous version. New audience manager consolidates all the audience-related actions such as audience sources, audience lists, and insights. Audience manager saves time and makes it easy for advertisers to create new lists, edit existing ones or skim through the data.

You can access Audience Manager under “Shared Library” when you click on the tool icon on the top right corner.  You will see three tabs, namely, audience sources, audience lists, and audience insights.

Audience Sources are the basis of remarketing campaigns. You can define from where you want to collect user data to make audiences. Some available options are AdWords tag on your website, Google Analytics, YouTube, Google Play, and App Analytics. Other than these options, you can also upload customer data that you collected. Based on these audience sources, you create remarketing lists.

Audience Lists is where you create new audiences for your remarketing lists.

Under Audience Insights, you will find your all audience-related data. You discover opportunities and critical patterns of audience-based campaigns. You will also see audience segregation based on affinity, in-market categories, different demographic categories, age, gender, devices they use, etc.

Promotion Extensions:


Promotion Extensions, as the name suggests, let you add promotional offers such as discounts, cash-backs, coupons, reward points, etc. to your text ads.

You can use promotion extensions during holiday sales or other occasions to attract buyers on Google Search Page. You can also schedule promotions extensions and choose whether you want them shown on mobile devices or not.

Learn more about Promotion Extensions.

Ad Variations:

Ad Variations are one of the exciting features of the AdWords new interface for me, but it sure deserves mention.

Ad Variations let you test different versions of your ads to understand which performs the best. You can check multiple ads across different campaigns or your account as a whole.

Note: You can only test headlines and descriptions of ads using ad variations. Final URLs can’t be checked.

Learn more about Ad Variations in AdWords new interface.

Not just this, you can also review previous versions of your ads and their performance reports. This version history of ads feature is available when you edit any of your ads.

Target CPA Bidding for App Campaigns:

You must be well aware of target CPA bidding in AdWords. It is an automated bidding strategy which helps you get the most conversions at the target cost-per-acquisition you set. Using advanced Machine Learning algorithms, Google automatically adjusts your bids for every AdWords auctions you are eligible.

While Target CPA was limited to Search, Display and Shopping campaigns, with the introduction of Universal App Campaigns, Target CPA bidding is available for App Campaigns too.

Learn more about Target CPA bidding.

Outstream Video Campaigns:

When we all thought video campaigns were limited to reaching the audience on YouTube, Google introduced Outstream Video Campaigns.

Firstly, outstream video ads are tailor-made for mobile devices and tablets. They play on mute on Google partner placements such as apps and mobile websites. Users can unmute these ads, scroll past them or close them.

Next, outstream video ads follow viewable cost-per-thousand impressions (vCPM) bidding.

Note: An ad is counted viewable only if 50% of the ad screen size is visible to the user for 2 seconds or more.

Learn more about Outstream Video Campaigns.

TrueView for Action Campaigns:

TrueView for Action Campaigns let you add a compelling Call-to-Actions (CTAs) and headline overlays to your video ads on YouTube. They follow in-steam ads format. These ads play before, during and after a video on YouTube. Viewers also get an option to skip the ad after five seconds. You also need to provide the final URL (landing page URL) when you create these ads.

Learn more about TrueView In-Stream Ads.


Goal-optimized Shopping Campaigns:

Did I mention that Google Shopping Ads are trending in 2018? I am not making a statement here, but I believe that goal-optimized shopping campaigns did play a part in this development. And yes, these campaigns are brand new and exclusive to AdWords new interface.

Advanced machine learning algorithms power goal-optimized shopping campaigns. These campaigns include product listing ads and display ads (remarketing ads as well). Automated bids and placements are one of the fundamental features of goal-optimized shopping campaigns. Using your product feed, Google automatically creates and tests different versions of your ads. The best and most relevant ads are shown on Search and Display networks, YouTube and Gmail. The bidding will be for maximum conversion value, and it is automatic too. However, you have to set a budget of your choice.

Learn more about Goal-optimized Shopping Campaigns.

These features are exclusive to AdWords new interface. There were some more changes incorporated in the new Adwords Interface; some old features also got a makeover.

They are as follows:

Old Features in AdWords New Interface:

First things first, if you have customized any reporting features such as creating filters you in the old interface, they won’t be carried forward to the new interface. Google recommends you to make these changes in the AdWords new interface again.

However, if you have created any tables and charts using the Report Editor, they will be available on both AdWords new interface and the old.

Ad Gallery:

Ad Gallery aka display ad builder is an AdWords ad-creation tool. It was a standalone tool in the old interface. However, in the AdWords new interface, this tool is integrated to Display campaign creation. You can create Gmail ads, responsive ads as well as lightbox ads under display campaigns.

Display Planner:

Just like Ad Gallery, Display Planner is no longer a standalone tool. Estimated reach and performance data from display planner is available during the campaign creation itself.

Gmail Ads:

Another exciting feature about Display campaigns in AdWords new interface is related to Gmail ads. Google added “Gmail campaign” as subtype under Display campaigns.

Learn more about Gmail Ads.

Auction Insights:

Auction Insights reports have competitive data using which we can evaluate our performance against other advertisers eligible for the same auctions. Though the reports still provide the same data; auction insights are much more accessible in the AdWords new interface.

We had to select the campaigns and find “auction insights” under “details” tab in the old interface. However, in the AdWords new interface, every campaign page, ad group page, and keyword page has “auction insights” on the top of the page.

Audience Lists for Search Campaigns:

Audience Lists for Search Campaigns is one of the handy features for advertisers on AdWords new interface. This feature gives advertisers an option to select target audiences with their Search Campaigns during campaign creation. You can set target audiences when you choose campaign settings.

Google introduced Similar Audiences for Search, and Audience Lists for Search Campaigns makes it easier to select these targets. Similar Audiences are equivalent of “lookalike audiences” in Facebook.

Note: Similar Audiences for Search are different from Remarketing Lists for Search Ads.

Audiences Targeting:

You must be aware of the audiences targeting options. Google offered two possibilities, and we called them “Target and Bid” and “Bid Only” previously.

While the scope of both of these options remains the same, in the AdWords new interface, “Target and Bid” is just “Targeting” and “Bid Only” is “Observations.”

Learn more about Audiences Targeting.

Reports under Dimensions tab:

All the data which was previously under the “dimensions” tab is now called “predefined reports.” They are available under the “reporting icon” on the top right of AdWords new interface.

Shared library, bulk actions, measurement and set up tabs are now all under one hood. You can find them under the “tool” icon on the top right of AdWords new interface next to the “reporting icon.”

Search Network with Display Select campaigns:

When you are creating Search campaigns in AdWords new interface, you can “add display network” too. However, Google no longer supports image ads on Search with Display select campaigns. Instead, you can use responsive ads.

Learn more about responsive ads.

These are the features that changed significantly in the AdWords new interface. Now let’s see the features that are no longer available in AdWords.


Features removed from AdWords:

The columns and segments listed below will no longer be available in the AdWords new interface.


  • Click assisted conversions.
  • Impression assisted conversions.
  • Click assisted conversion value
  • Impression assisted conversion value
  • Click-assisted conversion/last click conversion
  • Impression assisted conversion/last click conversion
  • Phone call conversions column


  • Phone cost
  • Avg CPP
  • Total cost


  • +1s
  • Shares
  • Comments
  • Follows
  • Earned impressions
  • Earned social actions


  • +1 Annotations


  • View type


  • Experiment
  • Network

Note: Network (with search partners) is still available in AdWords new interface.

Migration of Saved Reports:

Google has facilitated a smooth transition for users to move from old interface to AdWords new interface. However, some previous data (like saved reports, etc.) can’t be accommodated in the new interface. You can modify and migrate some of the reports, but you have to let go of a few.

Reports that can’t be migrated:

  • Destination URL performance report
  • Managed placement performance report
  • Automatic placement performance report
  • Placement report

Reports that can be moved, but with changes:

  • Performance reports that contain columns that AdWords new interface doesn’t support.  However, the rest of the report can be migrated except for that column.
  • Reports which have data from child accounts that you no longer manage.
  • Google will transform all the reports in .XLSX to .CSV format.
  • Filtered reports that use definition or values which changed in the new AdWords (for example, the possible values for search term match type), will have these filters removed.
  • All the reports that have columns which aren’t supported by Report Editor yet.
    • Historical quality score
    • Landing page experience
    • Exp CTR
    • Ad relevance
    • Campaign/Ad Group details report
  • Google will modify report filtering for some accounts/campaigns to retain account-level filters only.

Reporting-Filter Changes:

Some filters that you created in the old AdWords interface can be moved to the AdWords new interface if you created them in the following places:

  • Audiences
  • Campaign
  • Ad Group
  • Ads
  • Keywords -> Search Terms
  • Keywords -> Keywords
  • Shopping

However, if any of these filters have reference to the columns or segments we discussed above, or if they fall under any of the below conditions, such filters will not be available in the AdWords new interface.

  • Campaign subtype
  • Ad group type
  • Campaign type (Search Plus only)

We have come to an end of the changes individuals are going to see in the AdWords new interface. However, this is not all. Google’s AdWords new interface also has some exciting features for Manager (MCC) accounts too. Let’s take a look at them.

Manager Accounts in AdWords New Interface:

While most of the features of manager accounts stay the same, the following features are new additions to MCC accounts on AdWords New Interface:

Accounts Page:


You will find consolidated information of all your client accounts under “accounts” page. “Accounts” page has performance reports and budget details of all child accounts under your manager account. You can also manage these accounts and see relevant notifications from them.

Overview Page:


Overview page for MCC accounts also has summary and insights cards. You will see data like most significant changes in your child accounts, devices where interactions are happening, new keywords, etc.

Recommendations Page:


Recommendations” page shows cross-account recommendations.

Currency Converter:


If your child accounts use different currencies, Google converts their conversion values to manager account’s currency.

Hierarchy View:


Hierarchy” view lists all the accounts in a pecking order. You can view the complete structure of your manager account.

You can now also cancel managed accounts from your MCC account.


Closing Note:

You have reached the end of this exhaustive article on the features of AdWords new interface. I would like you to explore the new interface and let me know how well it gels with your requirements. If you find some features I missed out on, please send us an email or leave a comment. And also let us know how you like the experience of AdWords new interface.

PS:Google rebranded AdWords, and it is now called Google Ads. Learn more.

About the author

Mantha Sai Praveen

Content marketer by day, a poet by night.

By Mantha Sai Praveen

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