Aqueous Digital

Google AdWords is changing in July and here’s what you need to know

We all know that Google makes changes to its search algorithm pretty much every day and we’re used to this type of change. But Google AdWords has been pretty much static for some time now. In fact, AdWords changes are about as rare as hens’ teeth.

This month, however, is going to be different. Google has announced not just one, but two changes to their PPC platform which will be forced on all of us during July.

The first is the ability to use the existing AdWords interface. From mid-July, you won’t be able to use the old interface and everyone is being migrated across to the new interface. The official article about it from Google can be found here

Google introduced the new style AdWords interface last year but despite a great deal of publicity about it, there are a great many people out there still using the old interface.

The reasons for this vary but talking to a number of Agency owners it seems that the main reason for the resistance to change is that the new interface simply can’t do what the old interface does.

The Google channels are heavy with Agencies and individuals asking for it to be delayed and asking ‘what if’ questions as for some people, this change will be a deal breaker.

The actual announcement says that;

“The new AdWords provides a faster and more intuitive experience that’s focused on helping you reach your goals”

According to the chatter on social media, this simply isn’t that case. It sounds like marketing fluff rather than hard fact.

The post then adds:

“the new AdWords will become the exclusive way to manage your accounts by the end of the year,”.

This announcement, however, is at odds with the email that many people received last week which advises that the change will happen this month.

This is how the email reads;

Starting in July, the new AdWords experience will replace the previous one. You’ll no longer be able to switch between the two in your account or any new accounts you create. This won’t change how your campaigns run – your data and reports will still be available in the new experience.*

We recommend getting familiar with the new tools and features now, before the transition:

  • Get better performance with personalized recommendations and smarter insights.
  • Create and improve campaigns based on your unique business goals.
  • See how your ads are performing at a glance with the new Overview page.
  • Gain actionable insights with new graphs and powerful reporting tools.        

Learn what the new AdWords experience can do for your business.

See you online,

The Google AdWords Team

Now, it may be that this is a phased rollout but whatever Google is doing to move people across, the bottom line is that old Adwords is going.

The king is dead, long live the king.

On top of this, Google also announced last week that AdWords itself is changing. And just at the point where Word has caught up and offered it as an autocorrect….

Here’s what the announcement says;

Google AdWords will soon become Google Ads


You’re receiving this message because you currently have an active AdWords account (Customer ID: xxx xxx xxxx).

Earlier this week, we announced that Google AdWords is becoming Google Ads. The new Google Ads brand represents our full range of campaign types across Search, Display, Video, App and more. These help you connect with more consumers as they’re turning to Google, and our partner sites and apps, to find information and get things done.

Starting on 24 July 2018, you will begin to see the new Google Ads brand — including the new name and logo — reflected in the product interface, Help Centre, billing documents and more. Our URL will also be changing from to

There is no action required on your part, and changes to the Google Ads branding will not impact your campaign performance, navigation or reporting. If you have any questions or would like to contact us, please visit the Help Centre.

Yours sincerely,

The Google AdWords team (soon to be Google Ads)

So, two changes in one week and from what we can see, some very unhappy customers.

Of course, in a few months, this will all be forgotten so we thought it wise to commit this to the blog as a matter of record. After all, changes to the PPC platform are few and far between so it’s worth remembering the day everything changed.

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