Let’s review some useful AdWords Editor features that could help you save time.
Why: Save time by copying existing items (such as campaigns, adgroups, ads, keywords, etc.) and then edit them.
How: Top navigation menu → “Edit” → “Copy/Paste” (or use keyboard shortcuts CTRL+C and CTR+V)
Example: Create a new ad variation for testing by copying an existing ad and changing its call-to-action.
Tip: Carefully review editing results before uploading them live.
Why: Narrow down a list of campaigns/adgroups/keywords/ads to focus on their management or updates
How: Use Search form (advanced search) in top right corner of the interface.
Example: You are running ads with a limited time offer. At the end of the promotion just search the ads with this offer and pause them in bulk.
Tip: Save the most useful search settings in Advanced Search to reuse them in the future.
Why: Easy way to make massive edits within multiple keywords or ads
How: Use “Replace text” link at the bottom of user interface
Example: You are running text ads pointed to the specific landing page www.yoursite.com/landing_page.html. Your web development team decided to move this landing page to a new location www.yoursite.com/offers/page1.html and you have to update all the ads which use this landing page. Just find all your ads with old destination URL www.yoursite.com/landing_page.html and update them by replacing destination URL with www.yoursite.com/offers/page1.html
Tip: Use “Duplicate matching items and replace text in duplicates” option to expand your list of keywords or ads.
Why: Make bulk changes in your adgroups, ads, ad extensions, targeting, or keywords by using the Append text feature
How: Use `Append text` link at the bottom of user interface
Example: You would like to add a call-to-action to your existing ads. Select the current ads you would like to change, click “Append Text”, select “Description Line 2” and add “Buy Today!”
Tip: Using the `Duplicate selected rows and append text to duplicates` option could be very useful for expanding your list of keywords, ads, ad extensions, and targeting
Why: Easy way to make massive bid changes with different scenarios and constraints
How: Use “Advanced bid changes” link at the bottom of the interface
Example: Increasing or decreasing bids by a percentage could be a useful solution for massive short time bid adjustments (for example, increase bids by 20% during Black Friday)
Tip: Keep an eye on daily budget settings because increased bids could increase your cost. As result, your campaign could be limited by its budget.
Why: Easy way to make massive URL changes.
How: Use “Advanced URL changes” link at the bottom of user interface.
Tip: Appending text to URLs could be useful for manual URL tagging
Why: Easy way to import data from third-party tools (for example, Excel spreadsheets) or from other AdWords Editors (for example, import changes prepared by your colleagues)
How: File → “Import account snapshot…” or “Import CSV…”
Tip: Carefully review import results before accepting changes. Consider using a backup before starting with massive imports.
Why: Easy way to export data in CSV format for using in third-party tools or export changes for collaboration needs.
How: Top navigation menu →File → Export
Tip: AdWords interface shows real-time Quality Score data only. Export a list of your keywords on a regular basis to keep tracking of Quality Score changes.
Why: Keep backup copy of the account for restore if necessary
How: Top navigation menu → File → Export Backup (AEA) → then select “Export whole account…” or “Export selected campaigns and ad groups…”
Tip: Make account backups on a regular basis and before big account updates
Why: Avoid competing in the same auction with identical keywords because it could increase your cost-per-click.
How: Top navigation menu → Tools → Find duplicate keywords…
Tip: You have to avoid duplicate keywords within the same targeted area. Duplicate keywords in different campaigns targeting different (not overlapped) regions are acceptable.
Why: Easy way to convert a long list of keywords into a set of topic focused and structured adgroups
How: Top navigation menu →Tools → Keyword Grouper…
Tip: Preview results after running Keyword Grouper.
Why: Keep a record of major changes and updates for future reference
How: Use comments section at campaign, adgroup, keyword, or ad level.
Tip: Use annotations in Google Analytics to make similar notes of your major change
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