In March of the previous year, Google launched an AdWords App for Android. Being an iPhone user, I hadn’t had the chance to use it. At the time, I pointed out that the challenge with an Android-based AdWords app was the dominant use of iOS by search marketers:

To my surprise, yesterday, @adwords responded to my almost year-old tweet, informing me that a new app is available for iOS!

I spent some time exploring the app during my Uber rides yesterday and today (managing AdWords campaigns in a taxi ordered through an app – impressive!), and I’d like to share my initial thoughts.

AdWords App for iOS: More Than Just Reporting

The recently released iOS AdWords app empowers users to modify keyword bids, activate/deactivate AdWords elements like campaigns, ads, and ad groups, and take action based on various recommendations (more on this shortly).

As of now, certain edits are not supported. For instance, tasks like creating new text ads or campaigns, or adding keywords manually, necessitate logging into the web app or utilizing AdWords Editor. This limitation isn’t unexpected or a major drawback; crafting new text ads or campaigns on an iPhone might not be ideal anyway. However, it’s a potential area for Google’s future enhancements.

AdWords App for iOS: A Visually Appealing Reporting Tool

The AdWords app for iOS boasts an aesthetically pleasing design. Its clear and organized dashboards provide a quick overview of campaigns (easily viewable even on smaller screens). The app also incorporates expected features like customizable date ranges. Furthermore, users can personalize all columns, allowing for tailored workflows aligned with their campaigns and prioritized data.

AdWords App for iOS: Convenient Notifications

Checking for account issues can be cumbersome on a desktop, but the AdWords app for iOS simplifies this task, making it one of its strongest features.

I’m a strong advocate for the Pareto principle, which suggests that 80% of outcomes often stem from 20% of efforts, especially in AdWords. This is where the AdWords app for iOS truly excels. AdWords campaign management often revolves around minor adjustments and optimizations. The AdWords app for iOS enables handling these precise changes on the go. Its recommendations and alerts efficiently pinpoint these necessary tweaks, while the app facilitates quick and responsive modifications. Undoubtedly, there will be instances requiring substantial campaign overhauls, where sticking to the desktop version of AdWords is recommended. Google acknowledges this, and the AdWords for iOS app doesn’t aim to replace its desktop counterpart. Instead, it acts as a supplementary tool, enabling campaign management suitable for mobile devices. Consider AdWords for iOS as a means to address minor tasks swiftly and as an alert system highlighting areas for attention when back on a desktop. This workflow resonates strongly with me and aligns with my overall approach to AdWords campaign management.

The Opportunities (Recommended Actions) Tab in AdWords for iOS

Presently, two types of AdWords opportunities (recommendations) are supported. Unsurprisingly, both involve increasing keyword bids.

While these actions are often reasonable and even the right approach, it’s worth noting that both recommendations within the AdWords app for iOS ultimately lead to increased AdWords spending. As previously mentioned, we anticipate additional features in future updates, but for now, this is what we have at our disposal.

AdWords for iOS: Lightning-Fast Speed and Sleek User Experience

The app’s speed is truly impressive. To test its limits, I loaded some of my largest accounts, and to my surprise, it outperformed the full-featured web version. Navigating various campaigns and ad groups was effortless thanks to its user-friendly interface, surpassing the Facebook Ads app, where I often find myself getting lost on mobile.

New AdWords App for iOS: Summary / TLDR:

This new AdWords app for iOS has left me thoroughly impressed. Over the past six months, I’ve increasingly relied on mobile apps like Facebook Ads and Twitter Ads for monitoring social ad campaigns, and I have no doubt that this AdWords app will become an integral part of my AdWords management on the go. While it won’t replace the desktop version, that’s not its purpose. Download the app Download the new app from the Apple App store and experience it yourself today!