The most significant change is the addition of “campaign types,” which allows advertisers to use an interface customized based on the type of campaign they are creating. A user creating a search campaign, for example, wouldn’t need their screen cluttered with display options.
Paul Feng, the director of product management at Google responsible for the AdWords interface, told me that, as AdWords has developed over the years, it has gotten “a bit overwhelming” to some users. The campaign types functionality is meant to address that, and give users the interface most suited to the task they’re trying to accomplish.
Feng said that rather than focusing on “simplifying” the interface, he liked to think of it as focusing on appropriateness. For each user, depending on their level of sophistication and the task they’re tackling, the interface should be different — suited to their aims.
Other than the addition of campaign types, the interface changes are mostly cosmetic, refreshing the look to be more modern and, Google says, focus the eyes on what is most important.
All AdWords users worldwide should start seeing the new interface in the next few days as the company rolls it out to every account.