Google at first announced the adjustments on June 7, and the company mentioned that it has spent the last two weeks making adjustments and perfecting the tool. Thus, the first thing you will obviously notice is that it looks different.
In fact, the changes were not focused strongly on functionality, but rather Google looked to improve the use of its product. With this roll out, marketers can kick off campaigns more easily, according to the release. The updated interface makes it easier to select the type of campaign a company wants to run. While the process, for the most part, is still the same, Google hopes this change will make its service more intuitive.
“The new look simplifies the interface with newly designed menus, tabs, navigation, and buttons so that the important things — such as your data – becomes more noticeable,” explains Greg Rosenberg with Google’s AdWords User Experience Team. “The latest web technologies have been used to make the interface more visually appealing and zippy, while keeping the features where you are accustomed to finding them.” 
The most significant change to usability is the addition of “campaign types,” which allows advertisers to indicate which type of campaign is being created (display network, search network, re-marketing, etc) and then customizes the ad group level interface to only show the columns relevant to that type.
In addition, a user creating a search campaign, for example, would not need their screen cluttered with display options. This results in a sleeker interface free of irrelevant data. Also, these new options can be accessed directly from a new version of the “+ New Campaign” button that features a drop down box.
According to Rosenberg, it is obvious that some less experienced marketers struggled with the service in the past. Simplifying use will help websites make better use of their campaigns to drive more paid search traffic and conversions to the site.
Paul Feng, the director of product management at Google in charge of the AdWords interface said, as AdWords has evolved 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 are trying to accomplish.
More so, the company has brought users’ campaign analytics to the forefront of the interface.
Earlier this month, Google offered a preview of the new look. Soon, all AdWords users around the globe should start seeing the new interface in the next few days as the company gradually rolls it out to every account.