The form - but not the function - of Google AdWords is getting a redesign. Google made the announcement on their Inside Adwords blog yesterday. The redesign seems to be motivated by Google's desire to make the web more mobile-friendly and their properties more modern.
"We now use multiple devices throughout the day, and watch more videos and visit more websites and apps than ever before. Today, more Google searches take place on smartphones than on computers, globally," the company wrote.
In a Search Engine Land story, AdWords product management director Paul Feng was quoted as saying "...there is no increased demand on marketers and on AdWords as a platform - advertisers are running ads in search, display, shopping, mobile, video. Ultimately, that's why we're re-imagining AdWords." Feng also indicated that, based on feedback from advertisers, the new AdWords will be focused on "marketers' needs and objectives," as oppposed to Google products and features.