The new AdWords interface has some exciting features, but you have to dig deep to find them. For your convenience, we’ve handled the hunt for you! While the new user interface may be more basic compared to the traditional AdWords experience, it’s still pretty awesome. And, it will continue to be updated with features that give marketers the freedom they need to run successful campaigns.

Google plans to roll out the new interface to everyone by the end of this year. So far, it has been gradually introduced to more and more advertisers. For now, you can toggle back and forth between the two interfaces. Your data will stay the same, and the account you logged into last will be the one pulled up.

Let’s dive into some of the great features that the new experience offers.

Promotion Extensions

One of the things that marketers have always appreciated about AdWords is the many extensions available for increasing conversions. Luckily, the new AdWords experience includes extensions, too. For example, promotion extensions let you show specific offers (i.e., discounts) and link to them in the text ads. To help the promotion stand out, users will see the small tag icon.


Your audience is important, and AdWords knows this. That’s why it has included a new Audience page that makes it easy to manage audience targeting. On the single page, you can view your audiences, exclusions, campaign status, clicks, and more. Another thing you’ll want to be aware of is the new terminology. What was previously known as “target and bid” is now “targeting” and “bid only” is referred to as “observations.”

Household Income Targeting

In the new interface, the Demographics tab shows the household income for search campaigns. This way, you can discover how your campaign is performing among certain household incomes. Bid adjustments can be made at the campaign or the ad group level. This feature is different from the old interface that only let you apply household income targets to location targeting.

Google Attribution

Google understands that you use more than one channel to reach your audience online. With Google Attribution, you can connect your accounts, import data, and choose the attribution model of your choice. The results are then exported through AdWords. Marketers are most excited for Google Attribution because it addresses mid-funnel interactions and can help with bidding decisions.

Landing Page Performance

Instead of having landing page performance data on several different pages, the new interface is including them on one. With this setup, advertisers can easily improve user experiences and ad performance. Mobile-friendly URLs, landing pages that generate the most sales, and pages that need your attention, are all included on the page.

Google plans on rolling out new features in the new AdWords experience. Stay tuned for future updates that will make running campaigns more streamlined and successful!