The rise of big data and its accessibility presents modern marketers with new challenges, updates and opportunities every day. In March 2016, Google announced the start of a major rejuvenation of its AdWords interface, but most accounts didn’t start seeing the new interface until recently.
As Google Premier Partners, we were granted early access to the platform update and are excited to report that it’s very easy on the eyes. With Google’s new data visualization project, this comes as no surprise. Using charts or graphs to visualize large amounts of data makes it easier to analyze trends, convey concepts (and ROI) and share insights with stakeholders.
The new AdWords makes it easy to segment campaign performance by type, such as Search and Display. Options such as Locations, Ad scheduling and Devices that were previously hidden—and many times forgotten in the ‘Settings’ tab—are now easily accessible as a part of secondary navigation off to the left of the page.
There are now four visual dashboards shown on the Overview page that provide insights on Biggest Changes, Campaigns, Devices and Day & Hour performance. You can customize these dashboards by editing the metrics and obtaining the data most relevant for your team.
AdWords now allows you to navigate quickly through the platform by hitting G and then T to conduct a search. This saves time and simplifies navigating throughout the platform. You can even do a quick search to take you right where you want to go.
Not a fan of the new look? Don’t worry, you can switch back to the traditional interface. To do this, you will just need to navigate to the three-dot menu at the top right of the page and then select “Return to previous AdWords”.
How do you feel about the industry trend toward data visualization? Share your thoughts in the comments below.