True, but AdWords isn't meant for the average web-user. The point is not to automatically simplify the design to its bare minimum its to consider your users ne

True, but AdWords isn't meant for the average web-user. The point is not to automatically simplify the design to its bare minimum its to consider your users needs and their ability to handle complex UIs. Its a scale with power users on one end that want all those flags and options, and the average lay-person who wants things as simple as possible, always remember who your target audience is. I strongly believe in following the Google approach of data-mining usage stats for your apps, to test different UIs on 1% of your audience and select the one with the best results.