Advanced Pay Per Click (PPC) Program

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Save Time with AdWords Editor and Excel Tutorial

1.2 Introduction

Hi, I'm Brad Geddes. The Author, of Advanced Google AdWords. The founder of Certified Knowledge and the PPC Faculty Chair for Market Motive. In this module, we're going to look at the AdWords Editor and Excel. They are two tools, that when used together, you can save yourself a lot of time and work much faster, in managing and creating AdWords accounts.

1.3 Intro to AdWords Editor

The AdWords Editor is a free program that Google offers. That you can work at the speed of your desktop instead of the speed of the AdWords interface. There's ever times you're looking at a task and you think you don't want to do it cause it's going to take too long on the interface? See if the AdWords Editor can do it. It is much faster to a lot of bulk changes, credit accounts, manage a lot of information inside the editor. And then as oppose to this changes back to your account. Now as you work through the editor, stuff is not change the life. You can review the data make all the changes you want to and then post the information. The first thing you want to do is open your account. So you're going to hit Ctrl+O, or open your account. And then you can put in your login credentials and download your account locally. If you have a My Client Center you can put in the MCC e-mail address. And you'll see a list of all the accounts inside of the My Client Center you can download. Now when someone makes changes inside of the AdWords Editor and then uploads them back into the Google interface, the email address used to download the information and post the changes is what we'll show in the Mine Changed History tool inside of AdWords. For who made what changes to the account. So it's very useful if you have multiple people who have access to your accounts to give them all their own logins. That way if someone leaves your company, it's easy to disable login. Also you can see what changes are being made, either via the interface or the AdWords Editor.

1.4 AdWords Accounts

So once you download the account, now you can work with it. Now this particular account is for example purposes. So ignore the organization of this account and so forth. Right now we're really just demoing the editor. I use this for a lot of random reasons, to demo items for this particular account. So first off, we need to figure out what data we're looking at. So number one is, how much data? Is it the entire account? Is it an individual campaign? Is it an ad group within a campaign. So first off is the amount of data you're looking at. Is it our keywords, positives, and negatives? Is it the placements? Audiences for most of them marketing. The ad copies, and you can see our text ads, your display ads, your image ads. If you have mobile based ads, mobile image ads, etc. Your ad groups. Any ad extensions you're running. And then finally, the campaigns themselves. Now, what's really useful in the AdWords editor is your standard shortcuts work. Ctrl+C for copy, Ctrl+V for paste, Ctrl+Z undo, Ctrl+Y redo. So let's say, right now, you have a campaign that you've been working on for a little bit. It's a decent campaign, but it is set to both search and display. And you realize that really to optimize display campaigns, you need different sets of words than you would on search. Now if you had 20 ad groups or 100 ad groups and 1000s of key words, doing this on the interface could seem like it'll take the entire day. It's really not that difficult. I'm going to click on the campaign here. I'm in San Diego. I'm going to hit Control+C for copy, Control+V for paste. I have duplicated every single keyword ad copy landing page inside that entire campaign in two keystrokes. Now, I have an error message. One is a campaign end date and the other one is the same campaign name. That's the most common one if two campaigns put the same name. Change the name that arrow will go away. We'll change our end dates and then all the arrows are gone so in our new campaign we would now say don't put this on search only put this on display. And our original campaign, we'd say put this on search, don't put it on display. In this case we had to change the end date again. So it's all the effort it took to duplicate that entire campaign just for display network. Now we would go back into the display campaign and start working on the keywords for better placements overall. So if you see something that is red, you can't post a change for anything that's red. There's another warning that's yellow, which you maybe able to post changes for something that's yellow. And you can just click and see what the warning errors are.

1.5 Leaving Comments in the Editor

Now you also can link comments in the editor, as well. So let's say we were in an Ad Group, and I'm just going to click into an Ad Group here, and we had worked on this particular Ad Group from a quality control purpose. We'd redesigned some things. We'd written some new ad copies. We can leave a comment that says on this day, and of course put the actual day in. Know we change the keywords around and the ad copies around for [INAUDIBLE] purposes. And then when you leave a note, there's a little red push-pin icon, so you can see where you have notes within your account as well.

1.6 Making Mass Changes to Bids

So let's say that you want to make a whole lot of changes to bids inside of your accounts. But you really want to do it just on a formula basis. So doing this inside of the AdWords interface can take a while. You can combine the AdWords editor with Excel very simply. So first off, make sure that your CPCs are being displayed. You can right click and see all the various data points. So we can see our max CPCs displayed, and it's over here on the side. So now, I'm just going to go and hit Ctrll+A for select all, and Ctrl +C for copy. Then I'll go to an Excel file and hit Ctrl+V for paste. Now I have a Max CPC column. Now, in cases where you're bidding at the ad group level, your Max CPC column for keywords will be blank. If we scroll down, we will see some max CPCs in here. So now we could just go ahead and change these to whatever you want them to be. So this one's, this bit will be $1, this is $.75, whatever you want. Now once you make those changes, I'm going to copy this information again. I'm just going to highlight it and hit Ctrl+C. I'm going to go back to the AdWords editor. I'm going to click on make multiple changes, add/update multiple keywords. Now currently my keywords do contain columns for campaigns and ad groups. So I have campaign name, ad group name, keyword. Manage type in CPC. So we hit Next. Then we need to tell Google this one's a campaign column, this is an ad group column, this is a keyword column, this is the match type itself, which is just called type, and this is going to be my new bid. Now it'll process and it changed the bids of a couple keywords. So now I can hit finish and review changes Google's going to highlight the various words that we changed this bids for. So that's another way of working with Excel. Now if we looked at this and we didn't like the information we could just reject the bids and it's gone back to where it was before. So it's a way of setting bids with formulas in Excel and quickly getting into the AdWords editor. Now, if you notice, when I went to keywords, hit make multiple changes, ad update. I put in words that I'd exported. I didn't have to. I could put anything into this column if I also wanted to make new campaigns. So, If you're looking to build a new campaign, and you're, maybe, five campaigns, and these campaigns got 10, 20, or 30 ad groups in it, going into the AdWords interface and hitting Create New Campaign, setting all your information up, hitting save, and creating all your ad groups could take several hours of work. Instead, there's a much faster way of doing this. By doing your organization an Excel and then pasting whatever's new into the account. So I'm back into Excel. And all we have to do is make sure we follow Google's convention of how they import data. So if we make first off a column for Campaign, a column for Ad Group, a column for Keyword, a column for Match Types. And optionally we can do CPC and destination URLs and upload as poss if we want to. Now we can do all the organization in Excel very quickly. So this could be thousands of keywords. Then we'll select the data. So select all your information, hit Ctrl+C for Copy. Go back to the editor, paste in the information. Now again, our keywords contained campaign and ad group name Data. So now, if we were to list any campaign or ad group that did not exist, Google automatically creates a campaign. They automatically create the ad group. So you'd save that information, and if you made a new campaign just go back then to the campaign tab, select the campaign you just created and double check your overall settings. What's your budget, what's your reach settings etc. So that's an easy way then of doing a lot of research in the Google AdWords keyword tool or other keyword tools you might use. Downloading into Excel, organizing it there and getting it back into the interface.

1.7 Creating Ad Copy

Of course, now that we have all these new keywords, we need to create ad copy. So, it's the same process, Campaign name, AdGroup name, Headline, Description1, Description2, Display Destination, and then Optional, if it's paused or not. So, write these in Excel, you can use formulas writing them in Excel. Then, we would just copy these, go back to the editor. Go to our adds tab, make multiple changes, add update. So then, we would paste in all of our add copy data and go ahead and hit enter. And then, everything that does not exist Google is going to make. Google will create automatically in your AdWords account. Now, the biggest thing to really note between these bulk import features is when you're looking at how you're naming it. Make sure your campaign names and ad groups are the exact same in your ad copy import as they are in your keyword import. Because Google triggers it off the names themselves. So, if you'd named this one seminar, singular, instead of plural, then this would be considered a different Ad Group. So, you'd have an Ad Group with only keywords, another Ad Group with only Ad Copy. Just make sure your naming conventions are consistent between them. But generally, keyword research is not the hardest part. Because it's easy to use some tools and mix and match keywords and develop keywordless. The hardest parts, or the most time consuming part of creating AdWords accounts is your ad copy, itself. If you want to have 50 new ad groups, and you, of course, want to be testing ads, you're going to have to write 100 or 150 ads. That's the time consuming part. So, a way of starting, and this should not be your ending place, that's where testing comes into play and finding areas of opportunity, but a place to start is first make a sheet where you have your ad groups and the name of your ad groups. In this case, we're going to walk through a sample for tires. For we list of all the tire types we sell; these are our ad groups and they'll have different landing pages now, we've thought about what we really want to promote and we thought we want to start with prices. So now, we have another column for prices. And this could be sizes, colors, anything that's relevant to the ad group. Then, maybe we have ad group tagline or maybe a second tagline of information and our destination URL. So, just make some basic information. Here's our ad groups, and here's the major points we want for each ad group. Now, I've also, for the taglines, quoted length information. This is a very simple formula. Just a simple formula that equals LEN for linked and Excel. And then, the column you want to see the information for. So, that way, you can make sure that you're not exceeding character limits as you write some of these items. So, [INAUDIBLE] that's the first step, is really thinking through, what are the major points in an ad group that you want to get across? Second step is make some templates. And these aren't fantastic ads. These are for example purposes. Make some templates. Say our headlines are going to be AdGroup and tires. Where AdGroup is a variable we're going to pull from our ad group name. Our next headline is going to be AdGroup, the word from and the price column we put in. So, it could be another variable based upon the AdGroup information and what you're writing for yourself. And our third headline is Buy New AdGroup again is going to be inserted over Tires. Same we do this for the Description line 1, see Buy tires from in prices of variable. Buy Your New Tires. Feel Confident with Your New Tires. Thenm for Description line 2, we have a type one, this is the Our Tire Source, that's the name of the company or From Us Today, so buy your new tires from us today. And then AdGroupTagLine, that would be a variable, that would be our AdGroupTagLine we had written in our previous data. Soo just think through what overall ads you want from a template basis, especially when you're creating several hundred to begin with.

1.8 Apply the Templates

So next what we want to do then is apply this to our template, so we already have all this basic set of information, our ad groups, our prices, any other variables we may have depending on what you're creating. So let's just duplicate this sheet. We'd copy the sheet and make a new one. So that's step one, cause you've already had this sheet in good shape, so essentially just make a new one so you don't mess up your data, essentially is all we're really doing, make a new sheet. We could make it in here, but it's usually better when you start playing with Excel a lot to build upon things in new sheets so you don't overwrite something. So we copy that first to a new sheet. We go back we want to. We go back to our templates. We want to apply this first ad copy. So now, we need to make sure it's in Google's formatting, which is campaign, ad group, and then our ad copy. So next in our templates, just make sure we [INAUDIBLE] campaign, ad group on our headlines. So make sure it's in Google's format. Next, let's just copy this particular ad copy. And I already have one written so I'm just going to put this right below here so it's easier to follow. So we need our campaign name. Now it's just been called Tires. So we're just going to make sure our Tires then is throughout entire list. So, we already have our list of ad groups and destination urls. So, let's just copy this all the way down. And I often do find it useful when you're copying your data, right below that line, because this will technically be our second ad so we'll get to it in a moment. I've highlighted it so you can see the break points between ad copies and you know how far down you're going. Next, our ad group name is already determined. We have our ad group name in our initial list. So all we have to do in Excel is say equals. Let me click over on the ad group itself, which is right here. Hit enter. And now this column is just going to pull in the ad group name from our research. We'll copy this all the way down. Next, we need to make our headlines. So our headline, in this case, it's ad group name Tires. So to do this very simply it's just going to be equals and then the ad group name itself, so in this case equals I3, the letter sign and then you can type in static data as well. So to do that with the form you just put in quotes. So we put in quotes and a space to make sure that the lines don't run together, end quotes. And so now I can copy this all the way down the page. And I have the headlines for a hundred something ad groups. Next our description line one is buy tires from price. So let's buy tires from and then we put the price and it's in our B3 column. If you look over B3 is our price points. So then, we just write equals, quotation marks, because it's static information not a formula. Buy tires from, space, dollar sign, end quotes. Then we just put the ampersand symbol, the and symbol, and then next will be the formula which is from B3, cause that's where you put the price for this one. So now, we can just copy this all the way down, and now we have an ad copy line that looks at the price of that tire type. Now, for our first ad copy, we just sort of static description line two, buy tires from price point Your Tire Source. So we'll copy this all the way down. Next, our display URL. It's, or whoever you're sending traffic to, slash ad group. So we're getting the ad group name in there. So it's equals quotation your slash quotation. That's static information. And then we have our ad group name again, I3. So then we include I3 right here, hit Enter and then we copy it all the way down the page. And in Excel, you can click on this bottom corner piece right here, and it will copy it automatically all the way down the page. Next we have our destination URLs or destination URL. We already put in our initial ad group data, because when we're making an ad group we want to know first an idea of our ad copy and then our landing page and then make sure our keywords fit both. Even when scaling really big accounts. want to make sure it fits both. So it's just E3. So now we copy this, all the way down the page. So now we've just written a little more than 100 ads. So that's first ad template. So then we'd go back, you'd copy our next Ad Copy templates. Go back and here is the issue. We've scrolled down the bottom over here. We made this line here to tell things. But we can't see which line's the headline, which line's the description because Excel is not saving our header row. So in a case like that go to your View page. Click on Freeze Panes, just freeze the top row. So now as we scroll down to the bottom we can still see. What is our headline information, our campaign name? So we can see, J starts our headline. So we then paste in our next ad template, and then change these to include the formulas. So this is a simple way then of writing hundreds or thousands of ads very quickly. Now, there are other tools that will do a lot of this for you as well and have some more customization, but from a free standpoint, Excel's is easy to do this with. So now we have our campaign ad group headline, description, description, display destination.

1.9 Checking for Max Number of Characters

So the next thing we want to just double check is we do have maximum number of characters we can have. And when you're writing formulas, it's easy to break character limits. So I'm going to take all of our data initially, I'm just going to copy, this is the import that we're going to do, into AdWords editor. So we'll just select all of our information here. So we'll paste it into a new sheet and we see obviously all this ref stuff because we pasted a bunch of formulas. So on your import you'll have this little paste icon. When you click on it, there's one called paste values. So paste the values of the data, it's gone, and we no longer have formulas running stuff. It's now all static information. So now we want to know if any one of these particular lines is above our character limits. So our headline is only 25 characters. So there's this feature in Excel called Conditional Formatting, on the Home tab, Conditional Formatting. So let's make a rule, actually create a new rule here. And all we're going to do is use a formula to determine what rules to format. And essentially we just want to know if length, which is len, four column C1, that's our headline, is greater than 25 characters. So now we'll hit Format and we'll choose Red. So now then we'll hit OK and apply this. And we can see we have some because Bridgestone All weather Tires, it's a long word, breaks our headline limits. So now we'd have to go in and for the red headlines and make them shorter. Then we do the same thing the script's line 1. We'd highlight it, hit conditional formatting, make a rule. We just used for the rule would be when D1 > 35. Format. Make it red. OK. OK. And we see that nothing is red, so we don't have any particular description ones that need to be changed at present. So then, once you were to fix all of this here, and let's assume we fixed it all. Then, we're just going to select all this data. Campaigns, Ad Groups, Descriptions, etc. And we'll select it all and copy it. You go back to the ad words editor. Add multiple text ads. Make sure this is checked. You have campaign and ad group main data. Paste it in. So now we are going to choose our campaign. Our ad group. Our headline. Description line one. Description line two. Display URL and destination URL and we had 112 new ads made just by doing that. So now then we can go to our new ad group tires and we can take a look at everything. Now since I just made this particular ad, this particular campaign, our budget zero, we need to set our budget, we need to choose our targeting, etc. But when you start combining the Ad Words Editor with Excel formulas your day will go much faster. So if you ever start looking at things, and think it'll take too long to do, whether it's creating an account, making something new, use the editor.

1.10 Uploading From the Editor

Now finally, this is locally on our machine. It needs to be uploaded, so let's say we review the data, we keep our proposed changes. Now we can post our changes to our account, anything in red won't be posted yet. So if you're posting more than about 10,000 keywords, or 1,000 ad copies and you hit post selected changes and you see huge amounts of data you're going to upload. Instead of choosing every campaign at once, you can click on individual campaign, hit Post Changes and then, you could upload changes just for that particular campaign. So that way, the editor of your uploading too much data, sometimes it ton's on the backend, but you can't see it. While changes are being posted, do not go in to those same keywords, ad groups and campaigns, and make changes in the interface. Often you'll create a time stamping issue where Google won't know if it's your current upload that matters or the data current in interface that matters. So just wait, if you're in doubt, upload a paused, look at it in the interface, then make it go live.

1.11 Exporting Accounts

Now with the editor, you also can export, you can also export your account to an Excel file, or a CSV file for Excel, or other spreadsheet programs for either backup purposes. You can send it to somebody else to look at, you can actually create an AdWords editor export and send to someone else who can open it up in the AdWords editor, make changes, and send you back the changes they want to make. So there is a lot more features in the editor that you really can use. The editor does look much nicer on about a 19 inch monitor. With about 1024 resolution as opposed to 640 resolution video. But, yeah, there's a lot you can do in it.

1.12 Conclusion

So simple way of making a lot of huge changes in your account or just making small things you want to click overview. So with the editor, it's simple just to quickly see what bidding options you use. What devices are all your campaign on. What's on search or display. Where you, what's the location for all your campaigns? This is nice snapshot data, which is much harder to see within the interface. So whether you want quick snapshots, bulk changes, or you want to work on your account on an airplane and don't have live Internet access, any of them, the AdWords editor is your friend. When you learn just a few simple Excel rules, making formulas out of basic information. But that's one that's very useful to be able to see. Here's all our ad groups and keywords and different things you want to try out in our ad copies. Here's how we quickly make keywords. That's one good rule. Conditional formatting another one, pivot tables another one. And if we looked again at the data we're about to upload, we used all formulas to make these. And if we look at our templates, we're making very consistent ad copies across all of our ad groups. So let's say none of these ad groups gets a lot of individual data. Well we can then use pivot tables to analyze how description line one did versus description line two in our ad copies. Because they're consistent across all of our ads, this is actually the same way that you would create ads for testing out low volume ad copy which we looked at in the testing section. So that's another good reason for formulas. Now these will not be your best ad copies because they're formulaic driven. So then, when you started analyzing your ad groups, you'd look at click-through rates by ad groups and spend. Find places where you're just not doing great from a CTR basis, and do some handwriting of ads. Don't leave them all formulas. This is a good way of starting, especially when you're building larger accounts. So if you ever have times you're looking at what you want to get done and you can't find a good way of doing it, think about the AdWords editor. When you just have some simple formulas in Excel you know how to run. You can manipulate the AdWords Editor fairly well. Managing AdWords accounts and especially bulk changes is much more faster. So you can finish your AdWords work and get back to other things, whether it's testing at your regular job, and make sure AdWords are still working, but then get the rest of your day done. As opposed to just trying to spend all this busy work with AdWords when there are faster ways of doing it with Excel and the AdWords editor combined.

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