By Becki Woods
Google has been very busy lately; what with adding new overview views to Google Analytics and focusing more on the implementation of their “mobile first” stratagem. Anyone with an Adwords account will also see that they have been touting the “beta” version of the platform. It’s very exciting when you consider that they haven’t made any major changes to it for quite a few years.
Yes, we’ve had comparison metrics introduced and increasing interaction between Adwords and Analytics but nothing on a massive structural level – until now.
If you haven’t had time to run through the new Adwords (let’s face it, PPC campaigns are time consuming), let us summarise some of the key benefits you’ll find when we can eventually switch over to it.
Easier navigation
Replacing the current left side menu is a new, very sleek looking, black sidebar with all current campaigns listed in white font. Whereas you’ll often see paused/stopped campaigns at the moment unless you specifically ask not to, this sidebar will only show you campaigns that are currently live. It means you can scan read everything better.
What’s more, when you click on a campaign in the new left side navigation, a secondary navigation opens up next to it where you can view options for that campaign. It is far more intuitive than the current system and means that it is easier to see what campaign you are currently making changes to.
The top navigation is also a lot slicker and more streamlined.
This is what it looks like at the moment:
And now:
The three dot menu has everything you need behind it, without cluttering up the navigation.
When you click on it, you get an attractive pop out menu:
The categories for everything are also easy to understand and scan read quickly; perfect when you don’t have a lot of time to find the information you are looking for.
Better statistics
Adwords has revolutionised the way in which it shows you data and has also increased the range of what it shows you. Never have I felt more of a synergy between Adwords and Google Analytics in terms of data collection and presentation.
For example, you can now see demographics data when you log into Adwords.
As well as this, you can see a very attractive rundown of the devices used to access your site and the engagement they had:
This gives a great overview of how your campaigns have been performing across devices. At the moment, you can see this data in the current Adwords format but it’s not very interactive and things are easy to miss.
What’s more, you can interact with this chart so that you can see impressions, click through rate and cost per conversion metrics as well.
Interactivity is a big thing with the new Adwords platform; even the main overview table has elements you can toggle so that you can see the statistics you really want to see, and quickly.
Presentation friendly metrics and comparisons
All of this increased information being presented in an attractive, and easy to interact with, manner means that your reporting is now easier and more visual. If you’re like me and you’re always looking for better ways to present information to clients who are usually busy, this is for you. You now have a series of “easy to screenshot” charts and tables that illustrate improvements and metrics easily.
Look at this breakdown of when the campaign is busiest during the day, for example:
At the moment, you can only get time of day and day of the week metrics separately, and they usually look like this:
Now, Adwords is showing you both at once in a way that is easy to understand. Great eh?
More to follow on this, we will keep you updated on the latest Adwords changes as they happen. In the meantime, give it a go yourself and let us know how you get on.
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