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Hi everyone.
Thank you for joining us today for the Introduction to
AdWords Editor webinar.
My name is Mollie Klurfeld and I'm an AdWords Editor
Specialist here at Google.
As a reminder, if you have any questions at any time during
this presentation, please feel free to type
them into our panelists.
I'll also be answering questions at the end of the
presentation.
Let's get started.
Here's the agenda for today's AdWords Editor webinar.
We'll cover how to get started with AdWords Editor.
Basic navigation.
How to add campaigns, ad groups, ad text, and keywords.
How to edit text ads and keywords.
How to copy and move keywords.
How to add negative keywords.
Searching within AdWords Editor.
The find and replace feature.
Keyword management tools including Find Duplicate
Keywords and a keyword grouper.
A review of the warning symbols.
And finally, how to post changes to
your AdWords account.
First, getting started.
AdWords Editor is a downloadable desktop
application designed to make large changes to your account
at any time.
AdWords Editor can work for accounts for nearly any size,
but it's particularly useful for Ad Words editors with
large accounts containing multiple campaigns and long
keyword lists.
Among the benefits of AdWords editor--
you can work offline on a Mac or PC, store and navigate
multiple accounts, make large-scale changes very
quickly, share changes with colleagues before applying
them to your account, quickly find and replace terms in your
account, sort and view account performance statistics, and
take advantage of simplified keyword ad text, ad group, and
campaign management.
If you haven't already installed the AdWords Editor
and would like to, please follow the link listed below
and complete the steps to get started.
You can also visit google.com and enter AdWords Editor into
the search bar.
It'll be the first result that you see.
Basic navigation.
Now that you've downloaded and installed the AdWords Editor,
the next step is to download the AdWords account that you'd
like to edit.
To open AdWords Editor, select it from the Start
menu on your computer.
The first time you open the program, you'll be prompted to
open your AdWords account.
However, if you'd like to do so in the future, click File
and Open Account or Control and O. You'll need the account
login and password associated with each
account you wish to add.
Once you have added an account, it'll appear in the
list of accounts stored locally in AdWords Editor.
There are two ways to navigate accounts in AdWords Editor and
that's the Tree View on the left-hand side of the
interface and the tabs on the right.
You can use both to control what you see in data view.
Let's first discuss the Tree View.
Then we'll look at the tabs.
The Tree View is a hierarchical view of the
account which you can expand and collapse, showing the
campaigns and ad groups in the account.
The account name appears at the top of the tree--
in our example, it's AdWords Example at google.com.
By clicking the plus sign next to the login email, you'll see
a list of the campaigns within the account.
Then, if you click the plus sign next to a campaign, the
tree will expand to show all ad
groups within that campaign.
If you want to collapse an item, simply click the minus
sign next to it in the tree.
In our example, you can see that the Snowboards campaign
has been expanded to show the Snowboards ad group.
There are six main tabs within the AdWords Editor interface.
They are Keywords, Placements, Negatives, Ads,
Ad Groups, and Campaigns.
Once you have selected an account, campaign, or ad group
in a Tree View, you can use the tabs to select the kind of
data you wish to view or edit.
For example, here we selected the Snowboards campaign in the
Tree View and the Keywords tab in order to see all keywords
in that campaign.
In the most recent release of AdWords Editor, we created
sub-tabs for each of the ad formats--
Text, Image, Local Business, and Mobile Ads.
In this view, you can see all the text ads in the campaign
Snowboards.
Each tab has a mini-toolbar with buttons for each function
relevant to that tab.
In this example, since we are now in the text ads tab, we
could create a new text ad or make multiple
changes to text ads.
The Data View displays the details of the selected tab.
The Edit Panel allows you to make changes which will then
be applied in the Data View.
When you select a row in the Data View, you'll see that you
can make changes in the panel below.
You also have the option to type directly into the
selected data row in some cases.
Either way, the selected row will update as you type.
We'll now move on to adding campaigns, ad groups, ad text,
and keywords.
Before you start adding new campaigns or making edits to
your account, you'll always want to get
the most recent changes.
This is because changes might have been made to the account
since the previous download, and you want to work with the
most up-to-date version.
To do so, click the Get Recent Changes button on the toolbar.
Campaigns and ad groups with recent changes downloaded from
AdWords are highlighted in green in the Tree View.
Any changes made locally, meaning in your AdWords Editor
only, are highlighted in purple.
If the recent changes, also called updates, conflict with
any of your local changes, these items will be
highlighted in red.
To isolate views, local changes, and conflicts, use
the View menu just above the Data View.
Here you'll find options for viewing all unposted local
changes, account updates only, and account updates with
unposted changes only.
You should note that Get Recent Changes does not check
for a system update in minimum bids or keyword status.
To create a new campaign with an AdWords Editor, click on
the Campaigns tab above the Data View, and then click on
Add Campaign.
Then, within the Edit panel, fill in each field specifying
your campaign name and daily budget.
If desired, edit your campaign distribution
preferences and end date.
You can also choose your targeted
languages and location.
After you finish these steps, you'll be prompted to create
your ad group, and you'll proceed to
adding in your keywords.
To add one or more text ads using AdWords Editor, select
the ad group you wish to edit in the preview, and
select the Ads tab.
To add a single text ad, click Add Text Ad, and enter your ad
text in URLs in the Edit panel.
To add multiple text ads, click Make Multiple Changes,
and then choose Add Update Multiple Text Ads.
Next, you'll need to choose a destination for
your new text ads.
Choose the first radio button to select specific destination
campaigns and ad groups in the drop down menus.
Choose the second radio button if you wish to include a
column for campaign and ad group names.
Type or paste your list of text ads in the text ad field
by following the order as noted.
Then click Next.
Finally, verify that your text ads are correct, and click the
finish button.
Your text ads will appear in the Data View with a plus mark
beside them.
Adding keywords is similar to adding text ads.
When you want to add keywords, you have the option to add a
single keyword or to add multiple keywords to your
existing ad groups.
To add a keyword to an ad group in the Tree View, click
the ad group you wish to edit.
In this example, we've selected the
Snowboard Jacket ad group.
Next, select the keyword tab, and click Ad Keyword.
Enter your keyword in the keyword
field in the Edit panel.
Select a match type in the drop-down menu, and then enter
your maximum cost per click bid, or ignore this field and
use the ad group default bid.
Enter a destination URL if you have one.
If you don't enter a specific keyword destination URL, it
will default to your ad group URL.
To add multiple keywords, enter the Keywords tab.
Click Make Multiple Changes, Add/Update Keywords.
Type or paste in your list of keywords in the keyword field.
If you're including different match types, bids, keyword
URLs, or keyword statuses, the column should be in order as
per the example.
Click Next, and once you verify that your keyword list
is correct, click Finish.
Your new keywords will appear in the Data View with the plus
signs beside them.
AdWords Editor will allow you to add negative keywords at
both the campaign and ad group levels.
To add negative keywords, go to the Negatives tab and click
Add Negative.
Then choose to add the negative to
the ad group or campaign.
Again, adding negatives is very similar to adding text
ads and keywords as we just discussed.
Now move on to editing text ads and keywords.
To edit a text ad, including its destination URL, select
the ad group containing the text ad in the Tree View.
Click the Ads tab and select the text that you wish to edit
in the Data View.
There are two ways to edit settings-- either by using the
Edit panel below the Data View or by double clicking the Edit
Panel field directly in the Data View.
You can use common keyboard shortcuts to quickly edit
multiple text ads at once.
For example, if you want to change the destination URLs
for all text ads in the campaign Snowboards, you would
start by selecting this campaign in the Tree View and
then selecting the Ads tab.
You can then hit the Control key while clicking each of the
text ads in the Data View to select them all.
Editing text ads.
Alternatively, you could also hit Control A to select the
text ads in the Data View.
This way is much better if you have numerous text ads that
you'd like to change.
Make edits to common fields in the Edit panel
below the Data View.
Because these text ads do not share a common display URL,
you see "varies" in the open text field.
After making a change, you'll see the triangle symbol to the
left, and the new display URL is noted in bold.
To edit a keyword and its settings, such as match type,
max CPC, or destination URL, select the ad group containing
it in the account tree.
Click the Keywords tab and select the
keyword in the Data View.
There are two ways to edit settings--
you can use the edit panel below the Data View or by
double clicking and editing the field
directly in the Data View.
You can also quickly edit settings for
multiple keywords at once.
For example, you might want to change the maximum CPCs for
several keywords in one campaign.
To do this, select the campaign in the Tree View
containing the keyword.
Notice we selected the Snowboards campaign.
Click on the Keywords tab and then hold down the Control key
while clicking each of the keywords that you'd like to
edit in the Data View.
Make edits to common fields in the panel below the Data View.
Note the edited keywords are marked with a triangle, and
the specific changes are bolded.
Copy and move keywords.
You can copy or cut and paste items from one location to
another quickly and easily in the AdWords Editor.
To do so, select the campaign or ad group in the Tree View
containing the items you wish to copy or move.
Then click the relevant tab above the Data View depending
on the items you want to copy or move.
For this example, we're going to move keywords from one ad
group to another.
We're selecting all the keywords in Winter Sale ad
group in the Data View by using Control and A. We can
then either copy with Control and C or cut with Control and
X. We would then navigate to the new [UNINTELLIGIBLE]
in the Tree View and paste with Control V. Copy, cut, and
paste functions are also available in the edit menu.
It's also possible to drag and drop highlighted items from
the data view into the Tree View.
We'll now go over the search
functionality of AdWords Editor.
You can find and filter information across campaigns
and ad groups easily using the search
function in AdWords Editor.
For example, if you wanted to view all keywords in a
chocolate campaign that contain the word "truffle",
you would select the campaign in the Tree View, click the
Keywords tab above the Data View, and enter the word
searched in the search box.
AdWords Editor will automatically filter the data
in the Data View.
To return to the unfiltered view, make sure you just clear
the text from the search box.
Advanced search provides extensive flexibility to find
features that match specific criteria.
It also allows you to filter your account view to only a
subset of data.
To start, select the relevant account container ad groups
you'd like to include in your search.
Then select the search criteria.
It's possible to search for a campaign or ad group, names,
keywords, ad texts, placements, URLs, et cetera.
You have many options.
It's also possible to search by CPC, CPM, or daily budget.
When optimizing campaigns, it's particularly useful to
search for performance data such as cost, clicks,
compression and conversion data.
Find and replace.
To find and replace text in keywords, ads, and destination
URLs, navigate to the relevant location in the Tree View.
You'll then select the items containing the text you wish
to replace in the Data view.
For example, here we want to look across the text ads in
the Winter Sports Sale campaign.
Next, in the Edit View select Replace
Text in selected items--
or, alternatively, you can use Control and X. Another option
is to click on the Replace Text link at the bottom of the
Edit panel.
Input the text to be changed, the fields to be searched, and
the new text.
For example, here we want to find every instance of
"winter" and replace it with "spring" to make our ad text
more seasonally relevant.
If you click on Find Matches and then Replace All, you'll
be able to confirm all the changes you've just made.
Keyword management tools.
AdWords Editor has two main tool for keyword management--
Find Duplicate Keywords and the Keyword Grouper.
You can locate both under the Tools menu.
First, we'll go over the Find Duplicate option.
You first select your preferences for how to
identify duplicate keywords.
This includes the word order, where AdWords editor should
look to find duplicates, such as within the same ad group or
across your entire account, and match type.
Once you click on Find Duplicate Keywords, you'll see
a filtered list of the duplicate keywords that fit
the requirements you set.
To return to the normal, unfiltered view, change the
view drop down.
As you can see right now, we're only viewing the
Duplicate Keywords with our search form.
When you change this from Duplicate Keywords to All,
you'll see your entire account data again.
The Keyword Grouper, also found under the Tools menu, is
an effective way of identifying common themes
within keywords, and then creating specific ad groups in
order to optimize for campaign performance.
To use the Keyword Grouper, you want to select the
campaign and relevant ad group.
You also have the option to pick all of your ad groups.
As you can see, that's what we have chosen.
If you'd like, you can list words that you want the
Grouper to ignore when it generates your common terms.
Once you click on the Generate Common Terms, you'll see the
ad group themes the Keyword Grouper has created for you.
Then hit next, and you'll see a preview
of your new ad group.
You have the option to either create text ads for your new
ad group, or you can create the text ads later and just
click Finish.
Warning symbols.
There are nine visual indicators you'll see within
Ad Words Editor that denote basic changes that have been
made in the interface.
First, a plus sign shows that you have added an item--
for example, a new keyword.
The delta, or triangle, symbol shows that
you've edited an item.
Any edits, such as change in match type or CPC, will
display the delta to the left of it.
The minus sign appears beside deleted
items, such as keywords.
Next, the red circle with an exclamation mark signifies an
error such as an AdWords policy violation or a
structural violation like missing daily budgets for
campaigns and missing CPCs for ad groups.
This red circle can also be referred to as an error splat.
These errors must be reviewed and fixed before the posting
of your edits can be completed.
You may be required to enter an exception request in order
to get your changes to post, so please be aware of that.
Next, the yellow circle with an exclamation mark signifies
a warning such as keywords with max CPCs not meeting
minimum bid requirements.
You'll be able to post your changes with the yellow
warning, but please be aware of them.
Explanations of warnings and errors appear in the Edit
panel below the Data View.
You can also mouse over the symbol to see an explanation.
Campaigns or ad groups with errors or warnings will also
be marked with a red or yellow circle in the Tree View.
This will allow you to identify where the errors are.
A green circle with a check mark signifies that items have
been checked and have passed all AdWords editorial and
structural policies but have not yet been posted.
Anything in the editor that appears in bold will denote a
change you've made which hasn't been applied to your
AdWords account.
If you pause or delete an ad group or campaign, the text
will appear in grey in the Tree View.
To isolate and view items with symbols next to them, either
denoting unposted changes or errors and warnings, please
use the view pull-down menu just above the tabs.
Finally, posting changes.
To post changes to your AdWords account from the
AdWords Editor, please click Post Changes in the toolbar.
You'll then be able to see a summary of the changes that
will be posted to your AdWords account.
Click Post to upload your changes, or click Cancel to
cancel the post. If you click post, you'll see a detailed
summary by type of change as well as the progress of your
post. If you need to pause while your changes are posting