No matter what size the campaigns are that you are managing, AdWords Editor is a great tool to help oversee your accounts. If you haven’t used it before, what are you waiting for? It’s free! (You can download it here). Editor’s core competency that it is known for is the ability to easily make mass changes within your account, but it does so much more than that! There are so many new capabilities that I’ve learned from my co-workers and Editor continues to roll out new features. So, I thought I’d put together some of my favorite tips and tricks that I use with AdWords Editor. Here ya go!
Set Mobile Bid Multipliers at Campaign or AdGroup Level
The Enhanced Campaign “upgrade” has thrown a lot of people in the industry into a tailspin. Establishing and setting mobile bid multipliers is a daunting task. The multipliers can be set at the campaign or adgroup level and regardless of the size of your account, this is very time consuming. AdWords Editor allows you to view this setting as an editable column at both the campaign and adgroup level. The UI for Editor is also ideal for viewing and changing these settings, making it much easier to view or change this setting for each campaign / adgroup.
Copy / Paste Campaign or AdGroup Shell
There are often so many variables within campaign settings, it can be difficult to keep track of. Device, language, network, and ad rotation settings aren’t too difficult to deal with, but ad scheduling and location settings can get extremely granular and customized. The introduction of geo and mobile bid multipliers also adds another layer of complexity.
The ‘copy and paste’ shell feature in AdWords Editor allows you to keep these high level settings consistent, but does not carry over the contents (keywords and ads). Although it is possible to apply campaign settings to a different campaign, the AdWords Editor method is much easier and has a lower probability for errors when copying settings to a campaign or ad group.
Advanced Bid Changes
Automated rules can be set up to monitor and control bids directly through AdWords and you can also copy bids from one keyword to another. However, I like having the option to view the data, deciding which action to take from there, and manually making those changes. That can be difficult on a large scale, which is where the Advanced Bid Changes feature comes in. Advanced Bid Changes allows you to isolate a customized group of keywords (high performing, low performing, etc;) and apply an adjustment to each individual bid. The ability to increase or decrease bids by a certain percentage can be extremely effective if you are wanting to make a quick change to increase spend over your high performing keywords or dial back on some of those under performing terms.
Find & Replace
This is one of my favorite features in Editor. There is a variety of ways that this tool can be utilized, but my favorite is for ad copy. I perform a lot of ad copy testing, so I’m frequently moving different ads from one adgroup to another. A simple copy and paste of the ad is the first step, but then the ad will need customization and tweaking. The find and replace function is a quick solution for these modifications – the headline, display URL, testing variable, or adgroup theme appearing in the copy can be quickly altered with this handy tool.
The export summary in Editor is an HTML report that can be used to show an overview of your account or specific campaigns and adgroups. I really like using this report to send new campaigns to clients, making it easy for them to review and approve the structure. The report includes campaign settings, adgroups, bids, placements, and negative keywords. Tip: If the report contains information that isn’t necessary or you’d prefer not to include, open the HTML report with a simple text editing program to delete / remove any information you’d like to exclude.
AdWords Editor Wish List
Despite all of the awesome tips I listed above, there are still some features left to be desired. Some new updates that are at the top of my wish list are:
- I use a lot of labels in AdWords, their purpose ranging from testing to segmentation. Unfortunately, Editor does not currently allow you to view these labels in Editor, making it difficult to view and edit campaigns within those segments.
- Geo-targeting Settings
- Settings for geographic targeting can get fairly granular. Whether your using an opt-in or opt-out strategy, settings are often a combination of zip codes, cities, DMA’s, and custom regions. Setting these targets in AdWords is very difficult and I almost always revert back to AdWords when determining these settings for my campaigns.
- Improved Sharing Capabilities Within the Team
- Our team collaborates through the campaign development process. The typical method I like to use when building out a campaign is to create it as a draft. Unfortunately, draft campaigns cannot be published. Our workaround is to publish the campaign to the account as paused. Although this satisfies the need, all of the historical data and changes made through the development will be present in the account, even if it was never active. I would love it if Editor would allow the sharing of draft campaigns in Editor, simplify the collaboration process.
Do you have any new features that you would like to see in the next version of AdWords Editor? Let us know in the comments!