Google AdWords

Google AdWords is a pay-per-click advertising platform where advertisers bid to show their ads to relevant audiences — across the Google Search Network and the Google Display Network.

Brand Campaign groups.

Create a new experience within AdWords for advertisers focused on brand-building. Brand Campaign groups provide a quick, straightforward way to monitor spend, clicks, and conversions across multiple campaigns — without continually filtering by labels. The feature also surfaces reach and frequency, helping advertisers understand how many unique browsers their ads reached and how often.

The process started with a deep understanding of AdWords itself and how this tool could help advertisers build their brand. Internal research came first — terminology, mental models, the platform overall.

The UI needed to feel native to Material Design for consistency. We iterated heavily on how to display reach, spend, projected vs. targeted metrics, and other formats.

• Take your time when designing for analytics. Do the research first.
• Visual polish can't compensate for unclear data. Comprehension comes first.
• People interpret data differently. Make sure the data is captured correctly, then figure out how to represent it.