Google AdWords Update

What the Redesign Means

for Marketers

Google AdWords Update

For the last 15 years, Google AdWords has remained

largely unchanged—despite being the most popular

online advertising system for marketers. Since the last

update in 2008, marketing professionals have been

holding their breaths to see what changes would

come—and if they would come.

Google answered that question with a recent post

announcing an upcoming Google AdWords update that

promises to bring the platform into the 21st century.

Using Material Design, the same Google design

language of Maps, Gmail, and Search, the AdWords

redesign is meant to make content more mobile-

friendly and to accommodate the growing popularity of

multimedia digital content.

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Google AdWords Update

So, what can you expect? First of all, the layout will look different, though campaign

information will migrate seamlessly. The focus has been on streamlining the features and

navigation of the site—which have grown complicated—in a visually pleasing and modern

interface. Graphs and insights will be clearer, requiring less work for the user, and will be

made more prominent. You can expect a different menu, designed for easier use.

Of course, the transition will take time, and Google has noted that they will continue to build

based on feedback before fully rolling it out. The best way to use these changes? Prepare.

Take it from marketing expert Mike O’Neil (@mikeoneilrocks), who wisely advises, “If you

don’t start in the right spot, you are going to lose the game before you even get started.”

(Source: Kissmetrics)

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Set yourself up for success with the Google AdWords

update with these three easy tips.

1. Optimize All Your Digital Assets for Mobile

An estimated 80% of online users are turning to smartphones for their searches, a major

factor spurring the Google AdWords update. By now, you should focus on always

optimizing all of your digital assets to be mobile-friendly, and this will be increasingly

important as time goes on—an estimated 6.12 billion people will be using smartphones by

2020. Not to mention, the new format will make it easier for you to monitor your

campaigns using your devices, which will increase your ability to manage them proactively.

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2. Use The Google AdWordsUpdate to Get Ahead of the Competition

The other major focus of the redesign is making analytics data far more accessible. Tracking

your data is the key to knowing which strategies are generating the most returns, so

prepare for the transition by making sure you’ve segmented groups, set up goals, and are

ready to learn even more about your audience’s interactions.

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3. Create Multimedia Digital Content

The redesign is meant to accommodate new forms of media that have gained popularity

amongst online users, such as video. In fact, video accounted for 55% of all mobile data use

in 2015, which is poised to keep growing. Start creating your multimedia content now, and

you’ll be poised to take full advantage of the new AdWords.

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