Originally at https://searchenginewatch.com/2016/03/29/google-has-redesigned-adwords-what-this-means-for-you/

Adwords has been around for a long time. When the first 350 users logged in, they were greeted by a stripped-back, spreadsheet-based display very similar to the one we see today. They were also possibly listening to ‘Bootylicious’ (but not on their phones).

The world, the ad market, and Google itself have all changed dramatically in the past 15 years, and it’s fair to say that AdWords is beginning to show it’s age.

A big part of this is down to design. Devices, interfaces and availability have all fundamentally changed the way people find things online.

According to Google’s own announcement:

“The days of predictable web sessions have been replaced by numerous short bursts of digital activity throughout the day, primarily on mobile. In these micro-moments, consumers expect ads to be helpful and relevant – whether that’s showing product details, directions to the nearest store, a phone number to call, or additional information about the business they’re interested in.”

The glimpses of the redesign that have surfaced so far all point to a focus on the visual, with material design elements throughout, and clearer graphing that should surface insights that would have required spending time with pivot tables in the past.

Will it be more useful?

It’s such an inbuilt part of our everyday workflows that it’s easy to forget just how important AdWords actually is. With revenue in excess of $70 billion last year, this is the money-printing machine that allows Google to exist. Building robotic cars and cardboard Lawnmower Man headsets are minor hobbies by comparison. If there’s one thing Google can’t afford to do, it’s upset AdWords users.

Looking at the new ‘Overview’ screen, things are undoubtedly simpler:

<img class="alignnone wp-image-58184 size-large" src="https://searchenginewatch.com/wp-content/uploads/sites/25/2016/03/adwords…

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