Google AdWords Is Adding a Few Striking Updates

Google AdWords Is Adding a Few Striking Updates

If you’re an active Google AdWords user, you’ve probably noticed a few recent rollouts of updates, additions, and beta versions.

We highlighted the biggest changes happening to the AdWords interface earlier this year. And now, there are a few more AdWords updates you’ll want to note.

Don’t worry — you’ll still be able to toggle back to the old-school version if you want. But with these four improved features, we think it’s worth taking the plunge to the new AdWords interface.

1. Daily Budget Changes

AdWords compares its concept of bidding to the waves of an ocean. On some days, your budget spend might be a small wave; on others, it might be a large wave.

To make up for these fluctuations, AdWords will now charge up to two times your daily spend to compensate for the days you didn’t hit your daily budget.


We have a few clients whose impressions on the weekends are basically null. If you’re like them, this update will help get you back on budget for the month.

Plus, since Google will pay you back if it goes over your monthly budget, this update can be a big time-saver if you don’t have a great deal of time to check your ads every month.

To learn more, check out how Google calculates your monthly budget (and how it knows whether it should reimburse you for going over it).


This update is certainly nice for novice (or busy) AdWords users . . . but maybe not for those who keep a super-close eye on their campaigns.

If you are one to check and adjust your budgets daily to maximize your ad spend, this new budgeting method may give you some anxiety. (Stock the fridge, please!)

2. Ad Suggestions

Now in beta, Ad Suggestions is exactly what it sounds like. AdWords will now suggest new ads based on the performance of other ads in that ad set.

Keep in mind that the more ads you have in your ad set, the better. That way, AdWords can find the ones that are performing the best and feature those more often — giving you better results.


Again, if you don’t have a ton of time to work in your AdWords account, this addition should be great news.

Adwords gives you a 14-day grace period for you to either approve or dismiss the suggested ad, which for most people is plenty of time.


. . . But what happens after the 14-day grace period? At this time, AdWords just lets the suggestion go live, which control freaks probably hate to hear.

Thankfully, the suggested ad will be tagged, so if you missed it while it was still in the Opportunities tab, you can easily find the ad and turn it off.

3. Call-Only Ad Extensions

Call-only ads have been around for a while. These ads, which are available on any device that allows you to make a phone call, are served to someone searching for your business. The ads themselves do not link to your website but rather make a direct call to your company’s phone number.

Under the new AdWords, call-only ads can now include ad extensions to provide more relevant information to the searcher.


Ad extensions can give more visibility to your business by offering searchers better insight into what your business provides. Because you can offer more information about your products and services, you can give people more reason to choose your business.

In early experiments, Google found that ad extensions improved click-through rate by 10% on average — so these ads are clearly working!


We love call-only ad extensions. No con on this one.

4. Ad Rotation Options

Like we said earlier, the more ads you have in each ad set, the better you’ll be able to see what is performing nicely and what you should pause.

AdWords recently adjusted how ads can be shown in either Search Network or Display Network. Ads can now rotate evenly for an indefinite time.

Alternatively, you can also optimize your ads so that Google’s learning system will show the best ad depending on the searcher’s keywords, location, device, and more.


Optimizing ads is a huge pro in our eyes. By showing your poorly performing ads less often, Google saves you money on a wasted budget.

Just remember to have a good number of ads within each ad set to ensure that Google can find the best ones.


If you’re currently rotating your ads evenly without optimizing, we suggest you switch over.

We don’t recommend rotating indefinitely, as that means any poorly performing ads you haven’t paused will be shown as frequently as your highly performing ads. You could be throwing money down the drain.

Improve Your Paid Search Marketing

If you want to read more about these new features and more, check out the “new AdWords features” section of Google.

Still saying, “I ain’t got time for that”? Give us a shout. We’d be happy to work with you on your search engine marketing plan.