Everyone using Google Ads can now experience the platform’s complete redesign, affectionately nicknamed “the new Google Ads experience.” This updated interface, previously known as Google AdWords, is now accessible to all advertisers.

While screenshots and demos have circulated online for months, and some users accessed an early version, rest assured, you can easily switch back to the familiar Google Ads interface with a single click.

The new UI boasts an aesthetically pleasing design with data visualizations, expandable menus, and colorful data representations. However, while it may seem intuitive to newcomers, experienced users might find themselves searching for familiar features.

Despite this, the redesign offers some valuable new features. Some are immediately noticeable, like the numerous graphs and their vibrant colors, while others are hidden gems waiting to be discovered. Let’s explore five exciting features within the new Google Ads UI that should appeal to both advertisers and agencies.

1. Enhanced Demographic Targeting Options!

Google recently introduced Demographic Targeting for Search Ads, empowering advertisers to refine their reach based on gender and age. This feature proved instantly valuable across various industries. The old Google Ads UI offered demographic information, particularly for search ads, resembling this:

In the new UI, Google expands these demographic targeting options, enabling targeting based on household income and parental status. Previously, only display advertisers could target by parental status, and income targeting was limited to location insights. These additions provide advertisers with greater control over reaching their desired audience online.

Targeting by parental status is potentially revolutionary for numerous sectors. While brands selling baby products or toys will benefit, this feature becomes crucial during holiday and back-to-school shopping periods. Savvy real estate and automotive advertisers could also leverage this targeting to promote larger homes or cars to larger families.

Household income targeting is particularly effective in tailoring ads to audiences with varying price sensitivities. If your product or service is competitively priced, emphasize that in ads targeting low and average-income audiences. Conversely, when promoting high-end luxury products, consider more aggressive bidding for affluent or less price-sensitive users.

2. Upcoming Promotion Extensions

Google’s latest addition, Promotion Extensions, is listed among other extensions within the renamed “Ads & Extensions” tab.

Promotion extensions will highlight special offers on your website, saving valuable characters in your ad copy. This also allows for reinforcement of the promotion, mentioning it in a headline, URL path, and the extension, emphasizing its value, especially as the offer nears its end.

Accounts using Promotion Extensions have shown impressive click-through rates, often exceeding 10%!

3. Revamped Reporting

The new UI provides powerful reports for easier PPC campaign analysis. Google Ads now visually presents the distribution of clicks, costs, and conversions across desktop, tablet, and mobile devices, simplifying campaign management and device bid adjustments.

The updated platform also utilizes bar graphs and heatmaps to illustrate ad performance throughout the week and specific hours, facilitating campaign scheduling.

This particular feature is a welcome addition, as manually creating heatmaps in Excel is a tedious task. It’s refreshing to see Google streamlining this process.

Additionally, Google Ads now allows sorting both search terms and individual words within search terms through word clouds. This makes identifying new keyword ideas and negative keywords for your campaigns effortless.

Data enthusiasts and word lovers rejoice!

4. Streamlined Advanced Bid Adjustments

Managing bids can be challenging, especially with active bid adjustments across various levels and locations. This common scenario often leads to recurring headaches for advertisers.

Fortunately, the new UI simplifies bid management with advanced bid adjustments. These allow you to tailor bids to encourage specific actions from the search results page, such as calls from call extensions or call-only campaigns.

Moreover, it presents a clearer view and usage of bid adjustments, (almost) eliminating the frustration associated with managing them.

Some Drawbacks of the New Google Ads UI

While the new interface offers many benefits, advertisers shouldn’t completely abandon their old Google Ads experience just yet. Despite its capabilities, the updated version lacks some features found in the previous iteration, at least for now.

Advertisers may still need to access the old Google Ads UI to manage elements like display remarketing audiences and price extensions.

While these features will likely be integrated or addressed before the new UI becomes the sole interface, their current absence might deter some advertisers from fully transitioning to the new platform.

However, exploration is highly encouraged.

Another potential drawback is the learning curve associated with the redesigned interface. Those familiar with the old UI will need to invest time in re-learning the location of various features.

If you encounter anything in the new Google Ads UI that seems unclear, misplaced, or simply intriguing, feel free to share your feedback on Twitter or in the comments below!