I definitely have issues with Google’s quality score and the constant battle to keep campaigns running on their network, but one thing I can’t fault them for is their interface. It is simply the best out there, hands down. When you are handling large scale campaigns, their offline adwords editor is a huge time saver. Here are a some tips you may or may not know about in the editor.
Tip #1 Using the editor to build campaigns for other networks
With the Adwords editor, it is very quick and easy to build campaigns with multiple adgroups, ad copy, and keywords. I have found that it’s the fastest way to build up a campaign and get it into CSV form so you can work with it on other PPC networks.
Just build the campaign in “draft mode” then go to File > Export to CSV > Export Current Campaign. Now you have a campaign in spreadsheet format that with a little massaging, you can upload into other engines like MSN or Yahoo.
Tip #2 Copying text ads to other adgroups
If you do a lot of ad copy testing (which you should!), you often want to move ads from one group to another. Or rather than writing a whole new ad, copy an ad from on place to another, then tweak it. In the Adwords Editor this is a piece of cake.
Just click on the adgroup that contains the ad on the left panel, then click the text ads tab on the top. Now highlight the ad in this view and do a control –c. Now navigate to the new adgroup and do a control –v. The ad will now be ready under the text ads tab to run or edit with your changes for A/B testing.
Tip #3 Whole campaign inactive keyword bid edits
This is probably my favorite feature. With Adwords, keywords are constantly going “inactive for search” and you may need to up edit your bid amounts to activate them again. If you have a campaign with 200 adgroups, it would be a tough task to check each one and then go in and edit each keyword with a new bid. With this technique, it’s a 30 second task no matter how many adgroups you have.
In the Adwords Editor click on the main top level campaign on the left panel (not an adgroup). Now click on the keywords tab. Then click the status bar (usually twice) to sort by inactive words. Now you will see all the inactive keywords in all of your adgroups. To change the bid amount you scroll down to find the last inactive word, do control-shift-home to select only the inactives, change the bid, and bam, you are done. When you look at your adgroup list now, you will see the change icon in all the adgroups where keywords were changed. That would have taken hours on a large campaign with the web interface.
Just a note to any PPC networks like Yahoo, MSN, Miva, Looksmart etc. who might be reading this. If you really want to increase your network usage and spends by your advertisers, build an offline editor! The easier it is for people to run their campaigns, the more money they will spend with you.