Google Updates Adwords for Mobile

14th April 2016

Google has announced a major shift in the functionality of its AdWords platform to make it fit for today’s mobile dominated marketplace.

Google announced the changes in a recent blog post. It said:
“The days of predictable web sessions have been replaced by numerous short bursts of digital activity throughout the day, primarily on mobile. In these micro-moments, consumers expect ads to be helpful and relevant”

The new model has not yet rolled out to all users, but it seems at first glance that the changes are largely cosmetic, resulting in a simpler navigational interface. However, a number of additional ad types have been added. For instance, AdWords now encompasses display and video media that can be bought on YouTube and across the web.

The search giant’s UX team has driven the interface change. Greg Rosenberg, Head of User Experience at Google concludes that the reason for the changes is to make AdWords more approachable and understandable for small businesses.


Google Bring Material Design to Adwords

In an interview with Fast Company, Rosenberg specifically mentioned the de-emphasis of words and their replacements with graphic-rich overviews within the platform interface. A collection of charts now present the wider metrics of the account. For instance, the new system allows the performance of AdWords advertisements to be tracked on a campaign basis, without having to dig through the various layers of the interface.

A new stacked bar chart gives an immediate look at campaigns across desktops, tablets and phones. Click into any individual campaign and you’ll be taken to another, more specific but similar, graphical overview page.

The new layout of AdWords brings the Material Design look to the site. The style has already been implemented in other products from the ‘Big G’ including the Android mobile phone operating system.

The strategy is high-risk for Google. The million-plus users of the AdWords service are the core customers of the company and provide virtually all of the income for the business. The UX team have been conservative with the rollout of the new system; however, we can be sure that more changes are coming as the company attempts to make its data more useful for today’s mobile and omni-platform world.