When you first get around to setting up your PPC account, you’re busy plugging away in the AdWords interface creating campaign after campaign.
It quickly becomes apparent that this simply isn’t going to work out if you’re creating an account of any reasonable size. Now, any PPC specialist worth their salt will already be using Excel to build the account of their dreams, then breathing life into it with AdWords Editor.
Whilst AdWords Editor is a great tool, it is not without its pitfalls. It’s surprisingly easy to make mistakes within Editor without even knowing it, and once changes have been posted it can have a detrimental effect on your account. There are also a few useful nuggets that not everybody is aware of that can shave precious minutes off your work time. Let’s go over some of these.
Things to look out for:
Default Location Targeting
Now – this might seem obvious, but I have seen it happen time and time again to many people. When you’re creating new campaigns in your account from AdWords Editor, the location will default to whatever is set (UK for most of you). If posted to AdWords and goes unnoticed then it can be detrimental to the account.
It’s very easy for this to slip past a check when you have an account that has campaigns targeting a number of different countries or cities. When working with very large accounts, this can become a massive time-sink.
A simple fix for is:
- Add all campaigns with the default location.
- View at Account Level – Click Targeting > Location.
- Highlight all the campaigns with incorrect locations & delete.
- Click “Make Multiple Changes”
- Use the Filter to find all campaigns by location & tick them.
- Simple enter the correct Location & ID, preview & process.
- Voila – You’ve changed all locations.
Display Select – Opt Out
When AdWords Editor updates, it is very easy to get caught out by defaults reverting to their previous states. A major culprit is the campaign type being set to “Search Network with Display Select”. This, whilst a useful feature, is not always suitable for your campaign. If posted, this can have a major effect on metrics and can potentially spend a lot more than has been planned for.
This can be amended on a campaign-by-campaign basis if preferred. Personally, I change the default Campaign Type to “Search Network Only”. This is available by visiting Tools > Default Campaign Settings > Campaign Type.
Ad Scheduling made Easy
A great feature of marketing with AdWords is that you can target people differently on different days, or even hours of the day. This is a great feature, but also one of the most painful & time consuming tasks of anybody working in PPC. Currently, you can only create an ad schedule for one campaign at a time in the interface. There is no way to do this over multiple campaigns, or even copy and paste the schedule…
…or is there? Thankfully, AdWords Editor has the functionality to copy and paste your created ad schedule across as many campaigns as you can highlight at once. The only limit is how many times you can scroll the mouse wheel. The only drawback is that you have to create your initial ad schedule within the adwords interface itself. However, once this has been done just open AdWords Editor and follow these steps:
- View at Account Level – Click Campaigns.
- Right Click on the headers to display more potential columns.
- Select “Ad Schedule”.
- Look in the new column for your campaign with the schedule.
- This will have something other than “None”, such as “36%”.
- Right click on this percentage and click copy.
- Next, highlight all the campaigns in the same view that you want to add the schedule.
- At the bottom of the screen, in the “Edit Selected Campaigns” area, look for “Ad Rotation”
- Underneath this you’ll see “Ad Schedule”. Click Paste
- This will add the schedule you just copied on to every campaign that is highlighted.
- Finished! Now just post changes and all schedules will be updated.
If you enjoyed this post, why not check out Emma’s thoughts on ways to boost your PPC performance in Bing?