In the 15-years since launching their largest profit-driving platform, Google has done little to change the overall look of the AdWords interface. On Monday, the company announced the beginning of a major overhaul to Google AdWords—one that will, for starters, enable greater functionality on mobile and tablet browsers.
Google AdWords’ VP of Product Management, Jerry Dischler, noted in the Inside AdWords post that the interface redesign is needed due to the “rise of complexity” that advertisers face when managing everything from SEM to display, video, and shopping campaigns from a single place. The Google AdWords redesign is expected to make creating & optimizing campaigns more intuitive, by surfacing insights and removing non-viable options from various campaign types.
Though still in its infancy, Google shared a mock-up of what this AdWords revamp could end up looking like. Enabled campaigns have been shifted to the left-hand panel, while ad groups, extensions, keywords, and settings move to an inner left padded area. Key metrics are visualized in the center of the view, showing the campaign manager where they should consider beginning their optimization efforts.
Outside of the convenience and aesthetic factors, building out a (working) mobile-friendly platform would be a blessing for SEMs. Google does have both Android and iOS apps for AdWords, but anyone that has tried (and, ultimately, failed) to quickly pause a campaign on a smartphone browser knows how wonky the interface is on literally any mobile device. Tablet support, at the very least, would benefit those who need to make quick adjustments without carrying around their laptops 24/7.
This Google AdWords redesign, which isn’t expected to roll-out to advertisers until late 2017, will be introduced in phases to clients large & small to provide feedback along the way. The new interface will be built in Material Design—as many of Google’s other products are, like Maps & Gmail—which should also help cut down on the amount of issues SEMs experience in the platform on a regular basis.