Advertisers
getting used to working in the new UI will find some bonus capabilities.
Even though
the New AdWords Experience (AKA the new user interface) doesn’t quite have
feature parity with the current AdWords yet, it actually offers some exclusive
features. They can be hard to identify without some hunting, so we’ve gathered
them here in one place.
The new
interface has been steadily rolling out to more advertisers over the past year,
and Google says it will be available to everyone by year-end. Those with access
can still navigate back and forth between the two interfaces. It can take some
time to get used to the new look and layout, but the new features should give
advertisers an added incentive to get comfortable working in the new interface.
We also wrote about the handy new visualizations in the interface that can save
analysis time.
Here’s a
rundown of what’s currently only available in the new UI and some other
exclusive new features that will be coming in the months ahead.
Available
now
Promotion
extensions
Unless you
have beta access in the old interface, the only way to access the new promotion
extension is via the new UI. Promotion extensions allow you to show and link to
a specific offer in text ads. The tag icon in this extension helps it stand out
on the page. Here’s what the setup looks like in the new interface:
Household
income targeting in search
Household
income reporting and targeting is available for search campaigns from the
Demographics tab in the new interface. In the old interface, household income
targets can only be applied via location targeting.
A chart at
the top of the page makes it easy to quickly see how your campaigns perform
along household income segments. Bid adjustments can be set at the campaign or
ad group level.
Audiences page
A new
Audiences page offering a single place to manage audience targeting and
optimizations was shown at Google Marketing Next during the productivity
portion of the live stream.
I’ll also
point out the new terminology used for audience targeting in AdWords. “Target
and bid” is now called “Targeting,” and “Target” is more aptly called
“Observations.”
Coming soon…
There are
several new features in the works that will be rolling out to the new interface
over the next few months.
Landing page
performance
Advertisers
will be able to get insights on their various landing pages in one place. The
new landing page screen will be similar to the ads and keywords pages. The aim
is to help advertisers optimize for better user experiences and improve ad
performance, particularly on mobile. This could start showing up in the new
interface later this year.
Custom
in-market audiences
In-market
audiences are coming to Search campaigns. Google will also be launching custom
in-market audiences that can be tailored based on the advertiser’s website,
campaign performance and business goals. Look for this later this year.
Google
attribution
This was the
big new product announcement from Google Marketing Next. The new free
attribution product will be integrated into the new interface. The exact timing
on this is still TBD, but I’m guessing we’ll see it before year-end.
Store sales
measurement uploads
Retailers
that capture loyalty program emails at the point of sale can import store
transactions into AdWords directly or through a third party. Exact timing is
still fuzzy, but it will launch in the new UI at some point this year.
And that’s what
we know so far. Going forward, we can expect Google to keep rolling out new
features in the New AdWords Experience instead of the current interface.
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