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Google announce the redesign of Adwords


Google have finally decided to redesign their huge cash cow Adwords; which in the view of many, has been a long time coming. In fact, it has been eight years since Google last redesigned Adwords and a lot has happened since then. For a start, mobile has altered how we engage online (the majority of searches on Google are from mobiles) and the rise in tablets have occurred almost entirely since the last redesign. We are no longer chained to the desktop, but access Google more frequently, but for shorter periods of time, via more portable devices. The new version will certainly reflect that shift in how we engage with Google.

Adwords has provided Google with considerable revenue ($74 billion in 2015), which has meant any change in how it works, has not been taken lightly. Prior to offering the new version to selected users, Google has invested time in learning what its customers require from Adwords.

So what is changing?

Google have announced three main areas which the new version is focused on.

1. There will be a greater focus on the customer’s business. They want to support your business and make it easier for you to manage ads, as well as measure its success. Google wrote the following in a recent blog, “we want to make it super easy to execute and optimize campaigns based on your unique marketing objectives.”

2. Google wants to bring customers closer to their data. They want insights learnt from the data to be accessed more easily and delivered in a way that allows for users to translate them into practical methods.

3. Lastly, they call for more powerful tools delivered more simply. They want Adwords to aid efficiency, by allowing users to do more with their time. This focus on time management is evident in how they have gathered more tools – useful to the users needs – in one place, which as they claim contains “intuitive workflows”.

The overriding and most noticeable change will be the look of Adwords, which has made use of material design; the design language which is responsible for Google Maps, Gmail, and Search.

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At present, the new version is available to a select few and is being released slowly. They are sensibly managing the roll out by limiting availability and are encouraging feedback, which will no doubt impact on the finished product. It is expected that the new version will be made available to all in 2017.


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The Design Bench is a full-service design agency based in South Wales dedicated to crafting design experiences that reflect our client’s uniqueness to maximise audience participation.

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Stuart is the Creative Director and founding partner of The Design Bench.