The New Normal
Like with most change, it’s scary at first. Most of us are probably still clinging to the old interface and only using the new for its mandatory aspects like ad suggestion approval. Once you start using the new interface, you’ll see some benefits that will only grow with time. Remember the change to expanded text ads? They’re so much better than the old ads! Fret not, there’s some good to be found in the update. Navigation between ads, ad groups, and campaigns is easier. While not always applicable, the ad suggestions are a definite benefit to ad accounts.
One feature that looks promising for phone related conversions is the ability to use bid adjustments for call extensions. Now you will be able to increase frequency of call extensions appearing on mobile devices. Call bid adjustments work similarly to other bid adjustments, allowing a reduction of up to 90% and an increase of up to 900%.
We’ll poke fun at the addition of a video-game-esque loading screen in the new “faster” interface (load screens are there to distract from the loading time, right?), but we believe that Google will continue to improve its speed and usability. We’re looking forward to even more features that come from AdWords. I mean their new name, Google Ads!