Recently, Google released Adwords Editor version 11 and sunsetted version 10. Much has been said about how great the new Editor is. It does have many features that the old version lacked, such as support for labels, shared library, and other features.
I think it sucks.
Now, part of the reason I don’t like the new Adwords Editor is because I’m not a fan of forced change. We all get used to a certain workflow, and it’s disruptive and frustrating to change it. But the new Editor has several huge flaws.
I noticed a few crashes when I first downloaded Editor 11, but others are still having issues.
Yep, 6 hours of work lost due to this thing crashing. I probably would have jumped out the window in frustration. Or at least written a few nasty tweets to Adwords. And note that Theresa said it took 6 hours to do something that would have taken 5 minutes in the old Editor. Wow.
The navigation is all messed up.
The old Adwords Editor had tabs across the top for Campaigns, Ads, Ad Groups, and Keywords, just like the online UI does.
The new one moved all that stuff down to the lower left hand corner, below the tree view.
Not only has it moved to a totally different location on the page, but it’s now in text only, rather than a picture-like graphic layout. It’s easier to find what you’re looking for in a graphic square, like the old Editor, rather than in a long list of text, like the new one.
The font is dinky.
Speaking of finding stuff, the font in the new Editor is tiny and hard to read. I realize it may be more Google-ish-looking, but it’s so small that my old eyes have trouble, especially when I’m working in Editor all day. I think part of the problem is the font itself – there’s less kerning between the letters – and part is the fact that nothing is graphic, so the eye isn’t drawn to anything.
Menu navigation requires extra clicks.
Used to be, you’d click on the Ads tab, for instance, and see all the ads for whatever you’d selected in the tree – entire account, campaign, or ad group. Now, the tree is nearly useless. You select a campaign in the tree, then you click the Ads section in the lower left, and sometimes you see ads and sometimes you don’t. Look at this example for a call-only campaign:
Clicking on “ads and extensions” doesn’t show all your ads and extensions. It defaults to “Text Ads.” It took me several tries to figure out that I had to then click AGAIN on “Call-Only ads” to see my ads. This is 2-3 extra clicks beyond what was needed in the old Editor.
Now, I’m sure I’ll get used to these lovely new features, just like I got used to Enhanced Campaigns. But right now, I’m not a fan. Especially when the workflow takes so many extra clicks. Even an extra 2-3 clicks adds up when you’re working with hundreds of ad groups.
I do like being able to open multiple accounts at once, among other things about the new Editor. But it leaves a lot to be desired.
What do you think? Is Adwords Editor 11 a godsend, or has it killed your workflow mojo? Share in the comments!