As more searches now take place on smartphones than on computers around the world, Google announced it is redesigning the user interface of its fifteen-year-old AdWords product to better reflect today’s multi-screen world.

The changes are aimed at businesses of all sizes and all objectives. The company has spent a lot of time collecting feedback and running studies, and has overhauled AdWords based on what advertisers have told them they do well and what they don’t.

Jerry Dischler, Vice President of Product Management for AdWords said, “AdWords should be more about your business, and less about our product. We want everything to support the way you think about your business. From the way you express business goals to the way you measure and manage your ads, we want to make it super easy to execute and optimize campaigns based on your unique marketing objectives.”

“You want the data you care about at your fingertips,” he adds. “From the campaigns that drive the most profit to the percentage of traffic coming from mobile, we want to surface insights and help you visualize them in more actionable ways. By seeing the data most relevant to your business goals, you can spend more time optimizing campaigns and identifying opportunities.”

Dischler says with the new interface, you’ll be able to manage ad extensions and build reports from one place and with less clutter and “more intuitive” workflows.

The overhaul is based on Material Design, which Google has employed in its other apps like Search, Maps, and Gmail.

It’s not going to be available to all advertisers for quite some time. They’ll be sending out invites and continue to work on things throughout the course of this year and into next.

Google recently released an update to AdWords Editor, which is now available to all advertisers around the world. This includes bulk support for TrueView video campaigns, callout extensions, and HTML5 ads.

Of course there is plenty of change on the user side of things as well. Google recently dropped right-side search ads (with a couple of exceptions), and added a fourth ad to the top of search results on some highly commercial queries. Here’s what various industry folks have had to say about the changes.

Image via Google