Google rolled out the new AdWords interface to all advertisers back in October 2017. Since then, Google has continuously released new features in hopes of improving productivity on the platform. After reviewing some of the recent updates, we put together a list of the four best features of the new interface.

Demographic Targeting for Household Income

While demographic targeting was available in the old AdWords interface, it’s more powerful and accessible in the new experience. For example, now household income is a demographic target alongside age and gender. (Previously, this was hidden deep in location targeting.)

You can find this by navigating to the Demographics tab from the main navigation menu. At the top of the page, you’ll find a chart for household income along with other demographics. This makes it easier to evaluate performance and modify bids based on income groups.

Bid Adjustments for Call Extensions

If you value calls, then you’ll be happy to hear about the advanced bid adjustment feature. This new feature gives you more control of the visibility of your call extensions. By toggling to the Advanced Bid Adjustment tab, you can modify bids to get call extensions to show more or less frequently in your mobile search ads.

Overview Page

When you first open the new AdWords UI, you’re taken to a refreshed overview page with plenty of high-level reports. AdWords visually displays your account’s insights in a fast and actionable way through bar graphs, heat maps, and more.

Our favorite addition to the overview page is the new Search Terms report, which displays a word cloud of the terms that most frequently triggered your ads. This report makes it simpler to identify new keyword ideas for your campaign.

Notes (Upcoming)

Just recently, Google announced that notes will be added to the new AdWords interface. This feature allows you to add comments within the platform about any significant events or changes to your campaigns. For example, if there’s a spike or dip in performance (perhaps due to a promotion), you can note it within the interface. This makes it easier for any users who have access to your account to quickly see what caused a change in performance.

Once you create the note, it will be visible beneath the performance graph (similar to how it works in Google Analytics). This new feature should be rolled out within the next few weeks.

(Photo courtesy of Google’s Inside AdWords blog)

For more information about what’s changed in the AdWords interface, check out the AdWords Help Center.