The devil is truly in the details for paid search managers. I hope that this article will help you attend to more of the details in your accounts – like better ad text writing, stronger negative keywords and better bidding management. The bottom-line is that if you are not spending a tremendous amount of time on large account management changes, you will have more time to attend to those all important details that can make the difference between PPC success and failure.
AdWords Editor 7.0
AdWords Editor is Google’s free, downloadable campaign management application. Download your AdWords account to your computer, make your changes, and then upload your revised campaigns.
Tool Description and Functionality:
This indispensable tool should be an integral part of your pay per click management arsenal. With account management features no account manager should be without for day-to-day maintenance for all your pay per click campaigns. The old way of managing large campaign templates are gone and now AdWords Editor has given us a way to not only easily manage your Google AdWords campaigns but also to export entire campaigns into a format that can then be converted to YSM and MSN campaigns quickly and easily.
Tool Review:
• Web Site: http://www.google.com/adwordseditor/
• Rating: ****
• Benefits and features include the ability to:
- Navigate your account quickly and easily
- Make bulk changes to keywords and ad text
- Work offline, then upload your changes
- Copy and paste keywords and ad text
- Circulate proposed changes and get feedback
Cost: Free
AdWords Editor is without a doubt the best FREE tool on the market. Use this tool to do all you Google account edits locally.
Release Notes:
After you install AdWords Editor, you’ll be notified automatically whenever a new version is released. (You can determine which version you have by going to the Help Menu > About AdWords Editor.) The release notes cover what’s new and what’s been fixed in each release.
AdWords Editor Features and Reviews:
AdWords Editor’s “Top 10 Favorites”
Have you wondered how to make the most of AdWords Editor? Or, if you haven’t used the desktop application, are you interested in learning about its most popular features?
Annie Hsu from the AdWords Editor team spoke with users and compiled a list of the top ten reasons they love this campaign management application:
10. Find duplicate keywords in your account with just two clicks of your mouse.
9. Copy or cut and paste between ad groups, campaigns, or even across accounts.
8. Make bulk changes to destination URLs using the Add/Update Multiple tools or Advanced URL Changes.
7. If you need to edit your keywords or ads in a spreadsheet, copy the items to edit from the data view and paste them into a spreadsheet. Make your changes, and then paste the contents of the spreadsheet directly into the appropriate Add/Update Multiple tool.
6. Undelete and activate previously deleted text ads.
5. Search your account quickly. Perform simple word searches, or do an Advanced Search to find items that meet the multiple criteria that you specify.
4. Easily find and edit bids, destination URLs, and text for ads, keywords, or sites.
3. Submit multiple exception requests at once.
2. Automatically organize your keywords into ad groups based on common themes.
1. Save a snapshot of your account for archiving or for sharing. Later, you can import the archive file to restore your prior account settings.
Campaign Manager Review:
Best features of the AdWords Editor from the perspective of Senior PPC Account Manager follow. Katie Bivens has more than three years experience managing dozens of accounts with Google, YSM and MSN on a daily basis.
Here is what Katie likes best about AdWords Editor:
• Faster to use then working inside AdWords online
• Ability to export campaigns from Editor into an Excel document for importing into Yahoo! Search Marketing and MSN
• Allows for the manual manipulation of Excel templates for all engines
• Easy bulk updates that would normally take hours in Excel. Also includes fast bid changes
• Editor ad text counter tracks characters and turns color when there is an overage in character length
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Heather F. Lutze is owner of the Findability Group (formerly Lutze Consulting LLC). She is a nationally recognized Internet marketing speaker, trainer, and consultant in search engine placement, cost per click models, natural search, and ad campaign tracking. Her book The Findability Formula: The Easy-To-Follow, Non-Technical Guide to Search Marketing was published in January 2009.
