EN 
ZH 
Have you guys started using the new Google Ads interface? Truth to be told, the new Google Ads interface had started testing very early previous year. Even the author of this blog, me myself has only started using it recently because I am not accustomed to the design of the new interface and I have to re-adapt myself, plus the old version is still usable resulting in me dragging to try out the new version of Google Ads interface.
In retrospect, how am I any different with all those people who I ridiculed as obsolete not so while ago? The kind of people who would only stay in their own comfort zone, refuse to explore new skills or learn present-day information, ended up being eliminated. In order to avoid ourselves from getting caught up in such unvarying culture, my colleagues and I have decided to fully convert ourselves to the new layout since the middle of last month. (The only puzzling thing is, should we use the old layout or the new layout to write articles?)
You might have notice the oversharing of non-essential information above, the truth is we just wanted to advise everyone who is still using the old interface to quickly switch over to the new interface. There are only two reasons:
-
According to reliable sources, the old version will be completely deactivated somewhere in the year of 2018. If by then only you start using the new version of interface, it will definitely affect the efficiency of your work as it does take some time to get used to a new format.
-
Some new features are only available in the new version, and trust me when I say that these features will definitely help optimize your account and save you a load of time.
There are quite a few new add-on functions, Google is also constantly updating their weaponry (https://blog.google/products/ads/). Today I want to introduce three features that are only present in the new version of interface which I personally feel are significant.
Promotion Extensions
Promotions Extension allows you to place additional information such as special offer in your ads to attract customers to purchase, as indicated by the following
In the past if you wanted to show the short-term offers, you will have to modify the ads and put details about the offer into the headline or description, but there are two disadvantages to that:
- All the ad’s data will be emptied after you modify the ad, making it extremely difficult to analyze the ad in latter days.
- The restriction of the word limit of the ad. You will have to sacrifice other content to fit in the details of the special offer. The spectacular thing about Promotion Extensions is that they are additional information that does not affect the original content of the ad.
This function is highly suitable for companies running any sort of promotion (or any Startup), because it saves them the hassle of having to modify it frequently.
Household income under dimension Tab 家庭收入分怖
In this new layout, one of the most unique attribute is the Household income breakdown, in which Google assess the user’s household income based on the user’s browsing habits and preferences. You can find out the performance of each income group from this page. Moreover, you can conduct bid adjustment directly through this page and increase your bid for a certain income group (the group which perform better) and vice versa.
If you have seen my other article “The 3 Dimensions Tab, improving the effectiveness of keyword ads”, then you should roughly know how these data help optimizes your ad performance. But do keep in mind that my optimizations of household income (including age & gender) are relatively more “conservative”. The reason for this is as opposed to venue, time or device, there is a certain amount of Demographic data that cannot be defined (unknown). Hence it somewhat affects the credibility of the numbers presented here to a certain extent. Let’s take the above picture as example, if I only reduce the bid of the Top 10% Income group by a small margin, all the other income groups whom are not too far away from the average CPC would most likely remain consistent.
Landing Page Tab
The Landing Page Tab of the new interface can allow us to analyze the performance of various Landing Page. Above all, the most crucial indicator is the Mobile-Friendly Click Rate. Provided the rate is not 100%, the interface will also provide a link to “Test” in order to determine if there is any need for improvement.
You might ask, “If I am still using the old interface how do I switch over to the new interface?” It’s actually very simple (please refer to the below picture). I sincerely hope that this week’s article would come in handy for everyone.
