Introducing the AdWords experience

Introducing the AdWords experience

As the majority of Digital Advertisers should know by now (and I’d worry immensely if you don’t), AdWords has slowly been introducing the AdWords experience. This is, of course, the shiny new interface. AdWords started to introduce this new look back in 2016 to encourage users to get some practice in before the big change was made concrete towards the end of 2017. This allowed users to take advantage of the new features that have been implemented as well as feeding back any thoughts to Google. Unfortunately, not all accounts will have this option.

The ultimate goal of Google with the new AdWords experience was to create a newer, more innovative platform that focuses on the advertiser’s unique business goal. Onwards and upwards, aye Google?

So, what’s new you ask?


The most obvious change that has been made is of course, the overall design. It’s sleeker, more professional, and more modern. Some would even argue a hell of a lot more user friendly and of course some advertisers aren’t yet a fan.
Whatever your opinion, it’s hard to argue against the concept Google have had. Like most technical driven brands, innovation is priority – an ‘Out with old, in with the new’ approach to life. And since it was way back in 2008 that Google last gave AdWords a re-design, it was about time. The design is without doubt a lot clearer, better colour coordinated with extra functions I will go onto in just a mo.

The aims of the redesign was also mobile orientated. AdWords head Jerry Dischler commented at the SMX Advanced in Seattle that AdWords was “rebuilt it several years ago for a desktop world — smartphones were only [a] year old. Now we are in probably the biggest shift since AdWords was introduced (and I’d argue perhaps ever) with mobile.” (ref.

Google attribution

Google Attribution is now in beta and will roll out to more advertisers over the coming months.

What is it?

Google Attribution is the simplified version of Attribution 360, the enterprise-level offering that came out of Google’s 2014 acquisition of multichannel attribution solution Adometry. It integrates with Google Analytics, Google AdWords and DoubleClick Search and doesn’t require any additional site tagging.

What’s new?

• Overview page curates and surfaces cards that highlight change in key metrics
• Across all accounts in mcc – brand new to experience
• Visual comparison – hour of day and so on
• Reporting interface – clearer and changeable

Shopping showcase ads

One very exciting new edition to AdWords are showcase shopping ads. Like normal product shopping ads, showcase shopping ads will appear for shopping related search queries and allows you to feature product images and prices on the result page. However (and now we get fancy), instead of directing the user to a landing page, showcase shopping ads will expand the ad to show off a catalog of relevant products.

So when do you pay?

The first click on a showcase shopping ad is free – advertisers only pay if someone clicks through a product on the expanded catalogue and arrives at the landing page.