About the new AdWords experience

With easier navigation and exclusive tools, the new AdWords experience makes it easier to reach new customers and grow your business. 


  • Exclusive features like call bid adjustments and new Shopping campaigns (goal optimized).
  • Create and improve campaigns based on your unique business goals.
  • Save time and get more done with faster access to the features you use most.
  • Gain actionable insights with new graphs and powerful reporting tools.
  • Same AdWords performance you're used to, so your campaigns continue to run the same way you're already familiar with.

Feature differences between the previous and new AdWords

Many of the reporting changes you make in the old experience, like saving a filter, will not be reflected in the new experience. We recommend that you make reporting changes in the new AdWords experience.
Work done in the Report Editor will be synced between both experiences.

Some names and features have changed in the new AdWords experience from what you might be used to in the previous experience. Here's a summary of the differences:

Previous experience What's changed in the new experience
Ad gallery No longer available as a standalone tool. Create responsive ads, lightbox ads, and Gmail ads during Display campaign set-up.
Auction insights Available at the top of the “Campaigns,” “Ad groups,” and “Keywords” pages
Audience lists Now available during Search campaign creation. When you create a new Search campaign, select Audiences as you choose your campaign settings.
Audiences targeting “Target & bid” now called “Targeting”
“Bid only” now called “Observations"
"Dimensions" tab reports Now called "Predefined reports" and available from the reporting icon in the top right of your account
Display Planner  No longer available as a standalone tool. You can see your reach and performance estimates during Display campaign creation
Gear icon features, Shared library, bulk operations, features under the “Tools” drop-down menu Moved under the tool icon in the top right of your account
Gmail ads Now available during Display campaign creation. When you create a new Display campaign, choose the “Gmail campaign” subtype.
Google Analytics in conversion tracking No dedicated “Google Analytics” page. You can see your Google Analytics goals when you create a new conversions action and import Analytics goals as conversions.
Search Network with Display Select campaigns

Now available during Search campaign creation. When you create a new Search campaign, choose “Add Display Network.”

Image ads are no longer available in Search Network with Display Select campaigns. Instead, create a responsive ad.

Total conversion value (“Total conv. value” column header in your data tables) Now called "conversion value" ("Conv. value" column header in your data tables)
Webpages in conversion tracking To see the webpages where conversions occur, go to your “Conversion actions” table and click on a website conversion action. Then, click Webpages along the top of the page.

Features not yet available in the new experience

Here are some of the primary features that aren't available yet in the new AdWords. Stay tuned.
Not yet available: App re-engagement

Saved report migration

Some of your saved reports cannot be migrated to the new AdWords experience, or can only be moved with some modifications. The following reports cannot be moved:

  • Destination URL performance report
  • Managed placement performance report
  • Automatic placement performance report
  • Placement report

The following reports will be migrated to the new AdWords experience, but with modifications:

  • Reports containing columns that are deprecated in the new Adwords experience. (The rest of the report can be migrated, but the column cannot)
  • Reports containing child accounts no longer managed by your manager account. (Any child accounts will be removed from the list when the report is migrated)
  • Reports in .XLSX format will be transformed to .CSV format.
  • Reports that use filters whose definition or values have changed in the new AdWords (for example, the possible values for search term match type), will have these filters removed
  • Reports that have a columns not yet supported by Report Editor, such as the following:
    • Historical quality score, Landing page experience, Exp CTR, Ad relevance
    • Columns from Campaign/Ad Group details report
  • For some accounts, as well as specific campaigns from some accounts, report filtering will be modified in order to retain the account-level filter only.

Column and segment changes

The following columns and segment types won’t be available in the new AdWords experience:


  • Click assisted conv.
  • Impr. assisted conv.
  • Click assisted conv. value
  • Impr. assisted conv. value
  • Click-assisted conv./last click conv.
  • Impr.assisted conv./last click conv.
  • Phone call conversions column


  • Phone cost
  • Avg CPP
  • Total cost



  • +1s
  • Shares
  • Comments
  • Follows
  • Earned impressions
  • Earned social actions


  • +1 Annotations


  • View type


  • Experiment
  • Network*

*Keep in mind that Network (with search partners) is still available


Filter changes

Filters created from the following places in the previous AdWords experience will be moved to the new AdWords experience:

  • Campaign
  • Ad Group
  • Ads
  • Keywords -> Search Terms
  • Keywords -> Keywords
  • Shopping
  • Audiences

However, if any filters created from the above places reference any of the columns or segments listed in the section above or any of the below conditions, those filters will not be available in the new AdWords experience:

  • Campaign subtype
  • Ad group type
  • Campaign type (Search Plus only)

Send us feedback

We want to hear about what's working for you in the new AdWords and what could be improved. To share your thoughts, click the help icon in the upper right side of your account, then click Leave feedback.


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