Getting Your PPC-Legs (Part 3)
Last time we covered how to find relevant information about our PPC campaigns in AdWords and Analytics, but what good is that information unless we actually use it to improve the campaign? That’s where we turn to the Google AdWords Editor, our main source for building AdWords campaigns, making bid adjustments, and rotating advertisements.
You Can’t Build a House With Just The Blueprint
I think Google describes the editor well – “The AdWords Editor is a free, downloadable Google application for managing large AdWords accounts efficiently. Download your campaigns, make changes with powerful editing tools, then upload the changes to AdWords.”
The editor may appear daunting at first. If I could offer one piece of advice to someone just starting out with the AdWords Editor, it would be to spend 15 minutes clicking around the program when your first open it up. It has a different layout than AdWords’ web interface, but all of the same information is available. Also, never hesitate to simply “Google” an issue you run up against. They have some fantastic resources readily available because hey, more PPC means more revenue for Google.
It’s Not Raining Men, But Money Is The Next Best Thing
There are a lot of things you can do within the editor, but today I’m only going to cover a few basic tips that will save you a lot of time and grief.
Get Recent Changes – This is the very first thing we want to do when opening up an account in the AdWords Editor. It tells the editor to sync itself with the current edits to the account, which is particularly important if you have more than one person (or computer) making edits. It’s as simple as clicking the “Get Recent Changes” drop-down box in the top left of the editor, and selecting “More Data (Slower)”. This keeps your changes up to date so that you never accidentally undo a change that you made the week before.
View Statistics – This is vitally important whenever we’re looking to make bid adjustments to a campaign. We don’t want to adjust a bid based on stale data, so make sure you get into the habit using this tool. It can be found on the same bar as “Get Recent Changes”, but it’s on the far left. You can set the date range to whatever you want by clicking on the “Whole Account (slower)” tab. If you’re running a campaign that has a number of paused campaigns you can also set it to only pull data for selected campaigns, saving quite a bit of time if you have a slower internet connection.
Post Changes – So simple, yet so important. After you’ve done all of your adjustments within the AdWords Editor, make sure you never forget to post your changes. The button is on the same row as the first two, and all you have to do is press it and then click “Post”. I can’t tell you how frustrating it is to spend all day editing an account and then miss out on a weeks worth of data just because you forgot to post your changes. It is also important to note that you don’t have to post changes to save your work. Anytime you make an edit within the editor that change is saved so you don’t have to worry about losing your work if you want to come back to it later.
That does it for my first set of Blog posts. Next week I’ll be covering some hot-keys that will save you time when making edits in AdWords, allowing you to spend more of your day focused on your actual business. I hope you enjoyed this post, and I’ll PPC you all next week!