About the new AdWords experience

Welcome to the new AdWords experience!


  • 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.


There's no additional cost to use the new AdWords. So what are you waiting for?

Exclusive features

The new AdWords experience has a number of exclusive new features that aren't available in the previous AdWords, including:

Available features What it does
"Overview" page Get curated performance insights that are generated by Google about your account, campaigns, and ad groups
Bid adjustments for calls Adjust your bids to help your call extensions show more often
Showcase Shopping ads Get customers interested in your brand or business by grouping together related products and presenting them together. Available in Australia, Canada, Germany, France, Ireland, India, New Zealand, Singapore, South Africa, the UK, and the US.
Audience manager Unifies targeting options for the Google Display network and remarketing lists for Search ads. To find, click the main tool icon in the upper right of your account, and click Audience manager.
Promotion extensions Highlight specific sales and offers along with your Search ads
Ad variations Easily experiment with variations of your ads across multiple campaigns or your entire account. When you’re happy with the results, keep the variations that worked
Version history for ads See previous versions of your ad and how they performed
Easier, more accurate conversion tracking Create a new website conversion action to access a global site tag, which offers easier integration with products like Google Analytics
Target CPA bidding for app campaigns Automatically adjust your bids to help get as many conversions as possible at your target cost-per-acquisition (CPA)
Outstream video campaigns Extend the reach of your video campaigns to users beyond YouTube
TrueView for action campaigns Drive leads and conversions on YouTube by adding prominent calls-to-action and headline overlays to your video ads

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
"Dimensions" tab reports Now called "Predefined reports" and available from the reporting icon in the top right of your account
Display Planner (retired) Reach and performance estimates now available during Display campaign creation
Ad gallery Create responsive ads, lightbox ads, and Gmail ads during Display campaign set-up.
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)
Audiences targeting “Target & bids” now called “Targeting”
“Bid only” now called “Observations"
Auction insights  Available at the top of the “Campaigns,” “Ad groups,” and “Keywords” pages
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
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.
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

Column and segment changes

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

Column / segment
  • 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
  • Phone cost
  • Avg CPP
  • Total cost

Social segment and columns

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


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

View type (Video only)

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)


Manager accounts in the new AdWords experience 

Along with most of the manager account features you’re used to, these new features are now available in manager accounts.

Find information about all your accounts on the new Accounts page
Overview page showing summary of performance data for managed accounts
Cross-account recommendations
Currency conversion for accounts using currencies different from the manager account
Hierarchy view that shows your full account structure
Cancel managed accounts directly from your manager account 


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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