For the first time in years, it looks like Google is finally going to be doing something about the look of the aging AdWords platform. After all, Google has been adding feature after feature all this time, but things still, ultimately, looked the same
But on Monday, it was announced by Google that they have begun a major redesign of AdWords, which is aimed at rejuvenating the platform’s interface. The last time Google did something with Google was back in 2008.
There are a number things this redesign is addressing that have been raised by advertiser. “This re-imagining process is going to take some time, but we’re excited to finally talk about what we’ve been working on for the past year, year and a half,” said Paul Feng, AdWords product management director.
“The reason we’re rebuilding AdWords is because the world has changed so much in the past two years. AdWords is now over 15 years old and launched when Google was just figuring out what search advertising was. We rebuilt it several years ago for a desktop world — smartphones were only[a] year old. Now we are in probably the biggest shift since AdWords was introduced (and I’d argue perhaps ever) with mobile,” said Feng, “And there is now increased demand on marketers and on AdWords as a platform — advertisers are running ads in search, display, shopping, mobile, video. Ultimately, that’s why we’re re-imagining AdWords.”
Many of the redesigns aspects of AdWords have been based on talks to advertisers across the spectrum. Advertisers thought that AdWords has been built around products and features, instead of a marketer’s needs and objectives. Secondly, the platform has grown more complex over the years, with hundreds of features being added all the time, and they have all been stacking up on each other. Thirdly, the basic design of the platform has felt dated.
So there you have it, those are three reasons why the AdWords platform is being redesigned. There is an article that was was written by Ginny Marvin that goes into more detail about the redesign. The article talks about some of the examples of what’s going to change, the timeline of the rollout, and the talks of if the redesign will have an open beta or not. Check it out by following the link below!
Search Engine Land: Google Is Completely Redesigning AdWords: Offers First Peek