Previewing the New Adwords Interface

Wed 25 March 2009 16:38, Bas van den Beld

One of the sessions most visited today is without a doubt the sponsored session by Google. In this session Google gives the visitors a preview of the New Adwords Interface. UK users had the chance to look at it a couple of weeks ago, today Google 'showed off' their changes.

After a short questionaire to find out who in the audience is using Adwords Google started by explaining why they updated Adwords. They want to make our job easier. They might succeed in that with the new interface.

Previewing the New Adwords Interface

Googlers actually traveled the world to find out what everybody wanted. They asked people from Mumbai to Amsterdam. What they found was that it was very important to make it easier to perform the tasks people need to do. They could be summized in three major parts:

  • ROI: tools to improve your ROI, they want to do that by giving more data.
  • Efficiency: everybody wants to use Adwords quickly.
  • Clarity: it has to be clear what you can and must do

Ariel Bardin then showed the current Adwords interface and points out some things they thought they can improve. After a couple of slides he moved to the new interface.


Google gives an opportunity to sign up for the beta version and expects feedback. A short recap of the changes:

  • Most expensive keyword is on top.
  • Jump between different campaigns
  • Help widget which changes what you are doing. The help section can be foulded in pretty easy.
  • With in page editing you can easily change the meta information and change your bids.
  • The search query report can be accessed directly from the interface and you can get the information on keyword level.
  • You can more easy export and import from excel
  • You can now create multiple filters for keywords
  • Google added Analyics charting into the interface within the UI
  • When Ariel showed the ooption to edit ad copy directly in the UI he actually got a round of applause
  • It also offers some very strong filters
  • A new tab is networks in which you can use the content network. With this you have more control over where your ads will appear within the content network. You can play around with your bids.
  • Better management of negative keyword lists
Angela Lai then took the stage and talked about the design principles used for the interface:

  1. Speed matters
  2. Give Guidance at the right time
  3. Consistency

Google used the Google Web Toolkit to set up the new interface which uses a lot of Ajax. Google held the focus on the speed of the interface.

Data at your fingertips: the data is right on your page, you need less clicks. You can also receive alerts.

If you want to try the beta you can sign up here.


The new interface was received with some applause in the room. We will look at the beta soon and then give our opinion. For now it looks nice, but it's not the big exiting change we expected. 

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