Google is rolling out its new interface for Google ads. This is the second time that Google announces the launch of the update and this time, it's really what it wants! In this article, I will talk about some of my likes, dislikes and general experiences with the new interface.
Here are some first few comments to help us get started:
1. Allow time to adapt to the new interface. As a novice, I gave myself twice the time needed to complete the tasks. In my case, it took me 3 to 4 days to adjust to the current situation. I felt comfortable (and completed tasks much faster) after working in the new interface for about a week.
2. More clicks in the new interface. I do not know if it's because I'm not used to it or because it's less intuitive, but I think it takes longer to extract data / perform tasks. In the old interface, I had the impression of being able to look at a few places and have a very good impression of the accounts. What I needed was perfectly integrated with my feed because the navigation was at the top of the page.
In the new interface, I click more and I have to look at different places to get the information I need. For example, they introduced navigation on the left side of the page with campaigns, ad groups, ads, landing pages, and so on.
That gets me out of my feed and I have to click on the navigation bar to find what I need or to finish a task (for example, add an ad to a group of people). ads).
A new interface likes
Here are 3 things I like in the update:
1. "Biggest changes" on the preview page. In the old version, I always liked watching the "best players" until they deleted it about a year ago. For example, I will use it as a starting point to understand why there has been an increase in volume or CPA. I like the fact that you can sort by metrics like clicks, conversions, costs, and so on.
2. The new landing page statistics related to the speed and usability of mobile sites. Google told us that the speed of mobile phones was an important factor for landing page quality score and provided us with tools to make this action more effective.
The speed of the mobile site tells us the speed of specific landing pages and is on a scale of 1 to 10 (1 = bad, 10 = good). With that, we can now see which pages have a fast mobile experience and which pages are slow and need attention. Because the score is updated every 24 hours, advertisers quickly receive landing page comments once they have changed them.
The other measure is the mobile-enabled clickthrough rate and the percentage of mobile clicks on the search network that access a mobile-friendly landing page. This helps keep advertisers above their mobile performance. Of course, this is important because more than 50% of searches are done on mobile devices.
3. New interface features such as responsive ads, household income bid adjustments, and promotions extensions. These and other features are not available in the older version; they are only in the new.
The new interface does not like
Although there are a lot of good things in the update, there are also a few things that I do not like. Here are three things to watch for:
1. When setting up bids, the default bidding type is "conversions". With this, you automatically chose the "Optimize conversions" bid strategy.
To change this, advertisers should click on "select a bid strategy directly" (see above). We choose the "manual" mode to have full control over the bids.
2. The default ad rotation setting is "Optimize: Prefer the best performing ads". You want to replace it with "Do not optimize: Rotate ads indefinitely" to ensure consistent rotation of your ads. The place where you make this change is buried in the interface. In the campaign settings, you must click "additional settings" to access the "ad rotation" campaign settings.
Note: The two options "Optimize for conversions" and "Regular rotation" (see below) are not supported in the new interface.
Note: Ads that are rotated indefinitely will not work if you use smart bidding and the system selects default "optimize: prefer the best performing ads".
3. The default column settings are metrics such as impressions, clicks, and so on. In the new interface, you must modify the columns and add other metrics. You can import your old interface column setting by going to Tools> Preferences> Column Preference and clicking 'Copy Columns'. More information in this article .
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the author
Mona Elesseily writes extensively and speaks internationally in the fields of online research and marketing. She is Vice President of Online Marketing Strategy at Page Zero Media where she focuses on Search Engine Marketing Strategy, Landing Page Optimization and Marketing. optimization of the conversion rate.