Google Adwords renews its image. The classic interface to which thousands of campaign managers around the world were accustomed comes to an end. Since the beginning of 2018 both platforms coexisted, allowing the possibility of choosing between one or the other as a way to manage advertising campaigns. As of August 1, 2018, there will definitely only be a new one.
In addition to visual changes, the new Google Adwords interface incorporates improvements in usability and exclusive features . Some features will be modified, functions that are widely used among the managers to whom the way in which they change will surely attract attention. Some examples are the following:
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Display network planner :
This tool allowed to elaborate estimates of the development of a campaign in the display network. With the new interface, this help ceases to be an independent tool, but estimates of coverage and performance can be consulted when creating a campaign in this network.
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Column “Conv. totals “:
One of the metrics that often appears in the results reports is “Total Conversion Value” which shows the total sum of the amounts of all established conversions. This metric will be called “Conversion value” in the new interface and corresponds to the column “Conv. Value” in the data tables.
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Ads in Gmail:
It is a channel in which a lot of improvements have been made in recent years in terms of user segmentation. With the new interface is available when creating a display campaign and choosing the subtype “Gmail Campaign”.
Perhaps the most significant changes that the user finds are related to the way in which data is displayed at the campaign, ad group, keyword or ad level. Many columns disappear with the new experience, some of them quite used. Exactly the columns that can no longer be used with the new interface are the following:
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Conversions
- Click-assisted conversions
- Post-impression conversions
- Post-click conversion value
- Value of assisted conversions by printing
- Conversions attended. click / Conversions last click
- Conversions attended. Print / Last Click Conversions
- Conversions of telephone calls
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Cost
- Call cost
- Average CPP
- Total cost
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Columns
- +1
- Shared
- Comments
- Followers
- Impressions obtained
- Social actions won
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Segment:
- Annotations +1
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Video
- Type of view
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Other
- Test
- Net
What can most interest campaign managers about the new interface are the unique features that were not available in the previous experience. Some of these exclusive features are the following:
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Overview.
The “Overview” page displayed when accessing an account shows useful information generated by Google in relation to the development of the campaigns. It is the screen that appears by default and allows you to view the fundamental metrics of an account in a quick view. In this way you can see the keywords and search terms that generate more revenue, the ads that are shown, days and hours in which the investment is more profitable, analysis of competitors, etc. Highlight data of interest saving time to your manager to view them in detail.
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Promotion extensions:
It is a very useful ad complement to communicate offers or exclusive promotions during a specific period of time. Previously, one of the most common practices if you wanted to communicate these types of advantages was to completely change the text of the ads including phrases that communicated the promotion. With promotion extensions this possibility is greatly expedited, since it is only necessary to describe the characteristics of the offer and the dates in which it will be valid. Adwords will automatically include this add-on in the ads of the search network. Very useful to communicate discount codes or rebate percentages.
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Easier conversion tracking.
Through a global tag installed on the website, you can track conversions . It is not necessary to include several versions of the same code to measure different conversion types. In addition, the integration with Google Analytics has been improved , both platforms are linked for a simpler measurement of results.
The new version of Google Adwords as well as including improvements in usability (it is easier to access the most used tools and more intuitively) includes exclusive features that are really useful on a daily basis. For anyone accustomed to the old secure interface, it will not be difficult to get used to the new one and appreciate the advantages it incorporates.
Mordan Sean: SEM Consultant and Social Networks in SkSolutions: SEO albuquerque company Online Marketing. Graduated in Advertising and Public Relations from the Pontifical University of Salamanca. Sports and travel are my two passions.