Cancong: Google adwords Google The AdWord Toolbox

Google adwords Google The AdWord Toolbox

The AdWord Toolbox

7a. Account Performance Tools

Objective: Need more keywords? Learn to use this tool to:

find and add new keywords to your ad groups

refine your keyword list

find negative keywords, and

see additional keywords that can also trigger your ads (expanded matches).

The keyword tool has many uses. It can help you find new or negative keywords, improve your keyword list, estimate keyword traffic, and see additional keywords that may trigger your ads (known as expanded matches). After you've finished selecting your keywords, you can add them directly into an ad group or download them in a .csv (spreadsheet) file.

Before you begin ...

Before you select your keywords, carefully review the variations returned by the tool. Ask yourself if someone searching on these keywords would be looking for your product or service.

If you aren't offering what some of the returned keywords describe, these keywords would be less relevant to your business. You can manually add them directly to your list as negative keywords. For example, if you only sell new books, you can add '-' to the keyword used, since you don't sell used books. Your negative keyword would be -used within an ad group featuring books.

Adding negative keywords can help reduce untargeted impressions for your ad and preserve your account's clickthrough rate (CTR). CTR is important because it's part of the Quality Score formula that helps determine your ad's position on the page.

Access the Keyword Tool from within your ad group to get results based on your existing campaign settings and your account's performance history:

Select the appropriate campaign and ad group.

Select the Keywords tab.

Click Keyword tool.

In field labeled How would you like to generate keyword ideas?, use the options labeled Descriptive words or phrases, Website content, or Existing keyword to create a keyword list. You can switch between options without losing your work. Detailed instructions for using each option are below.

Show or hide columns in the statistics table for each group with the Choose columns to display drop-down menu.

Use the drop-down menu in the Match Type column if you'd like to change the match type for all your keyword results. The keywords are a broad match by default.

Click Add next to a particular keyword to move it to the keyword list in the shaded box. Use the drop-down menu next to Add if you'd like to change a keyword's match type first. Keywords already in your ad group will be marked, and you won't be able to move them.

Click Add your own keywords to expand a field and add any more keywords that you think of. Click Add to List when you're done.

Download keywords by clicking text, .csv (for excel), or .csv. You'll need a spreadsheet program to open a .csv file.

Click Save to a different ad group if you'd like to save your keywords to a different ad group than the one from which you accessed the tool. Choose your preferred campaign and ad group from the drop-down menus.

Click Estimate Search Traffic to see traffic estimates for the keyword list you've built.

Click delete next to any keywords you no longer want.
Click Save Changes at the bottom of the page when you're happy with your keyword list.
Your new keywords will be lost if you click Cancel. We recommend that you not click Estimate Search Traffic until you've finished building your keyword list.

If you didn't go to the Estimate Search Traffic page, save your keywords by clicking Save to Ad Group in the shaded box.

'Descriptive words or phrases' option

Choose this option to generate keyword ideas from terms that describe your product or service. This option will be selected for you by default.

In the field provided, enter terms describing your product or service. Make sure that you enter only one word or phrase per line. For example, if you sell pies, you might enter the terms:
Leave Use synonyms checked to get the widest range of keyword results. If you uncheck the box, the Keyword Tool will only give results that contain at least one of the terms you entered.
Click Filter my results to restrict the keyword ideas that the tool generates.
Click Get Keyword Ideas. The results will be organized in order of relevance to the terms you entered.
Follow steps 6 - 13 at the top of the page.

'Website content' option (limited language release)

Choose this option to generate keyword ideas based on the content of any webpage.

Enter the full URL of a webpage in the field provided (example: http://www.google.com/index.html). In most cases, we would recommend entering your ad group's destination URL.
Check Include other pages on my site linked from this URL if you'd like the Keyword Tool to evaluate other webpages with the same domain that are one link away from the URL. For instance, www.mysite.com/apples has the same domain as www.mysite.com/oranges.
Click Or, enter your own text in the box below (optional) if you'd like to enter your own text rather than use a URL. A field will expand in which you can input text relevant to your product or service. For instance, you could enter seasonal marketing or advertising print copy that may not be available on your website for the entire year.
Click Filter my results to restrict the keyword ideas that the tool generates.
Click Get Keyword Ideas. The results will be organized into groups of related terms. The group most relevant to the webpage you entered will appear first.
Follow steps 6 - 13 at the top of the page.

'Existing keyword' option

Choose this option to generate keyword ideas based on one of your existing keywords that has earned a high clickthrough rate (CTR).

Click Filter my results to restrict the keyword ideas that the tool generates.
Click one of the keywords listed in the shaded area to get keyword ideas. The results will be organized in order of relevance to the keyword you selected.
Follow steps 6 - 13 at the top of the page.

The keyword results returned from your search will be listed in a table. You can view your keywords along with various statistics and sort by the columns provided. Use these features to help you decide which keywords will be the most cost-effective and relevant for your business or service.

I. Keyword Match Type

The tool automatically produces results based on the broad match variation of the keyword(s) entered. All views include a Match type column. You can change the match type shown and add other keyword matching variations directly to an ad group. However, changing the match type via this column won't actually change the broad match statistics shown, and is intended only to assist you in managing your keyword list.

II. Keyword Tool Views

To see the different statistics available for your keywords:

Select a view. Select a view from the drop-down box labeled Show column, in the upper right-hand corner of the table. The default view will be Keyword Search Volume.
- Keyword Search Volume: Review statistics for advertisers bidding on the same keyword (Advertiser Competition), as well as user searches for that keyword on Google (Search Volume). The green bars shown represent a general low-to-high quantitative guideline to help you choose your keywords.
It's important to remember that keyword selection for your campaigns should be based on quality versus quantity; more relevant keywords are more likely to get you results. High-volume keywords, or keywords with more advertiser competition, don't always provide more qualified leads and can result in high costs with a low return on your investment.
- GSearch Volume Trends: Review global trends and traffic histories for your keywords (Avg. Search Volume) and fluctuations in traffic for a twelve month period (Search Volume Trends). The graph represents traffic trends during the last twelve months. Each bar in the graph is shown relative to the keyword's overall performance for the twelve month period. (The baseline for search volume is considered to be an average of 100%.) You can also see in which month a given keyword received the highest volume of traffic during the twelve month period (Highest Volume Occurred In).
- Cost and ad position estimates: Review the predicted status, average cost-per-click, ad position, and search volume values for ads appearing for your keywords. (The estimates provided are based upon the maximum CPC you enter. Therefore, if the existing maximum CPC is below the minimum bid required for a particular keyword, the keyword status may be predicted as inactive for search.)
- Possible Negative Keywords: Review keyword results (Keywords) based on your search. For any keywords that aren't relevant or specific to your business or service, you can add the corresponding negative keyword (Possible negative).
Sort by column. You can click on any column header within the table to sort up or down by the selected column.

Objective: Learn how to prevent your ads from appearing on certain websites and groups of webpages in the Google content network.

There may be times when--for any reason--you feel that certain websites in the Google Network aren't a good match for your ad campaign. When that's the case, the Site and Category Exclusion Tool can prevent your ads from appearing on those sites as well as groups of sites related to specific categories.

The process is relatively simple: you name the sites where you don't want your ad to appear, and Google blocks your ads from appearing on those pages.

To access and use the Site and Category Exclusion Tool:

Click the Tools link on your Campaign Management tab.

Click Site and Category Exclusion.

Select a campaign from the drop-down menu.

Select the Sites tab and enter sites within the content network from which you'd like to exclude your ads.

Select the Topics and Page Types tabs and select the categories you'd like to exclude.

Click Save all exclusions.

Exclusions are applied at the campaign level: you can exclude individual campaigns from a site, but not individual ad groups or an entire account at once.

Objective: Learn how to use the Campaign Optimizer to get a customized proposal for improving your campaign's performance.

The Campaign Optimizer uses Google's advanced technology and experience with AdWords ads to your advantage. The tool automatically analyzes your campaign (including your budget, keywords, ad text, and landing page) and generates a proposal to improve your campaign's performance. You can then review the proposed changes and accept the ones you want to apply.

Here's more detail about how we analyze your campaign:

Budget analysis. We assess your campaign history to determine whether you've missed ad impressions due to a low budget. If we find this is the case, you'll see a summary of the clicks and impressions you could be getting, along with a budget proposal.

Keywords. We automatically analyze your landing page and the current performance of your keywords to determine what is or isn't working well for your campaign. For each ad group, we use this information to propose changes to your keyword list. Changes may include:

Adding new keywords
Deleting poor performers
Changing keyword matching options (broad, phrase, or exact)
Adjusting cost-per-click (CPC) bids

Ad text. The Campaign Optimizer automatically reviews your ad text and may propose small changes in capitalization or punctuation. These changes are based on optimization tips we've found to be successful

We're aware that you know your business best. In order to ensure the success of your campaign, please review the Campaign Optimizer's automated proposals carefully. Some of the proposed changes may not suit your advertising goals, so only accept those changes that you like.

Follow these steps to use the Campaign Optimizer:

Click on the name of the campaign you want to optimize.

Click Optimize Campaign above your ad group table.

Click Get Started after reviewing the introductory page.

Review the campaign-level proposal (if present) and choose the action you wish to take.

Click Save and Continue to view a list of your ad group proposals.

Click Review to see detailed proposals for an ad group.

Follow the instructions in the Campaign Optimizer to review the remainder of the ad group proposal.

Click Apply Changes and Continue when you're finished with the ad group.

Repeat steps 7-9 for any remaining ad groups.

A few additional tips for reviewing your proposal:

Don't navigate away from the proposal until you're finished with it. If you exit the proposal before applying your changes, your proposal will be lost.
Review your proposal carefully. The proposal is automated, so some changes may not be relevant for your campaign.
Check the Approve box next to the changes you like. Only changes that you approve will be applied to your campaign.
You can also access the Campaign Optimizer from the Tools page on the Campaign Management tab. Click Campaign Optimizer, then select the campaign you want to optimize.

Objective: Learn how to add campaign negative keywords to your account.

About the Tool

Negative keywords prevent your ads from appearing whenever a user includes a certain term in his or her search query. The Edit Campaign Negative Keywords tool lets you add those negative keywords to any campaign. For example, if you're advertising your bookstore, but you don't sell textbooks, you might want to add the negative keyword "-textbooks" to your campaign. This will stop your ad from appearing alongside searches like "textbooks" or "used school textbooks."

Using the Tool

To access and use the Edit Campaign Negative Keywords tool:

Click the Tools link on your Campaign Management tab.

Click Edit Campaign Negative Keywords.

Select the campaign you'd like to edit from the drop-down menu, and click Go.

Enter your negative keywords in the 'Enter words manually...' field, and click Add Keywords.

If your negative keywords appear in more than one ad group, use Clean Sweep to remove them from the ad group level and add them at the campaign level. Use the drop-down menu in step one to select the location of the negative keywords, and click 'Run Clean Sweep.'

If you need help identifying appropriate negative keywords, visit the Keyword Tool. This tool displays lists of keywords that may trigger your ad. If any of the keywords suggested by the Keyword Tool don't relate directly to your ad group, adding them as negative keywords will help you better reach your target audience.

7b. Analytics Tools

Objective: Thinking about adding a new keyword to your account? With the Traffic Estimator, you can see how your keyword might perform. Learn what this tool does and how to use it.

The Traffic Estimator provides traffic and cost estimates for new keywords before you add them to your campaign. You can also review estimates for current keywords already running in an ad group.

When you enter a keyword into the Traffic Estimator, you get estimates for your keyword's status, minimum bid, search volume, average cost-per-click (CPC), cost/day, and average position. By using this tool, you can better forecast your ad's placement and performance based on your CPC bid, targeting options, and other criteria.

You can access the Traffic Estimator from within your AdWords account -- either when you're creating or reviewing a keyword for a particular ad group, or from the Tools page on your Campaign Management tab. The estimates you receive are based in part on the values you enter (or on your current ad group and campaign settings), including your CPC bid and targeting options. If you're flexible on your costs and targeting, it's a good idea to play around with these fields to see different results.

To use the Traffic Estimator when creating a keyword in your account:

Log in to your AdWords account at adwords.google.com.
Click the campaign containing the ad group for the keywords you want to add or review.
Click the appropriate ad group.
Select the Keywords tab.
Click Edit Keywords at the top of the table.
In the field provided, enter your keywords so that each word/phrase appears on its own line.
Click Estimate Traffic. You will see all of the estimates for each of your keywords entered. If necessary, you can adjust your CPC bid and recalculate your estimates.
Click Save Changes to keep the new settings or Cancel to delete them (your original settings will be applied).

When using the Traffic Estimator from within your account, at the bottom of the estimates page you have the ability to make changes to your keywords and CPC bids, and then re-estimate the traffic.

Note that when using the Traffic Estimator from within your account, you will see the predicted status of your keyword. Please see the lesson on Keyword Performance for more information on the keyword status.

To access the standalone Traffic Estimator tool through the Tools page in your account:

Log in to your AdWords account at adwords.google.com.
Click the Tools link on the Campaign Management tab.
Click Traffic Estimator.
Enter keywords: In the field provided, enter your keywords so that each word/phrase appears on its own line.
Choose a currency: Select your currency, then enter a specific CPC bid for your estimates, or let us suggest a value. Our suggested value should deliver ads in the top position 85% of the time. If you feel you don't need your ad in the top position 85% of the time, you can reduce the CPC bid.
Choose your target languages: Select which languages you'd like to target.
Select Location Targeting (countries, regions and cities, customized)
Choose one or more target countries: Select which country you'd like to target.
Select if you want the estimates provided to be customized based on your account history.
Click Continue to see your estimates.

The Traffic Estimator works only for keyword-targeted ads; it does not work for placement-targeted ads with either CPC or CPM bidding.

When you use the Traffic Estimator, you'll see the following estimates for each keyword entered:

Keywords/Minimum Bid: Underneath each keyword, you'll see the amount that you must pay in order for your ad to run.

CPC/Predicted Status: Based on your CPC bid, this is the state your keyword will be assigned if added to the ad group. Keywords will return one of two states: active or inactive for search. If your keyword is listed as inactive for search, we'll list the minimum bid required to activate it.

Search Volume: Indicates the amount of search traffic received by your keywords. This information can help you determine how competitive ad placement is for a particular keyword. The green bar shown represents a general low-to-high quantitative guideline.

Estimated Avg. CPC: The average amount you'll pay for each click. The AdWords Discounter automatically adjusts your actual CPC so you pay only one cent more than the minimum amount required to keep your ad's position. Therefore, the displayed amount may be lower than your 'official' CPC bid above.

Estimated Ad Positions: The average position in which your ad may show. '1' is the highest position on the first page of search results. There is no 'bottom' position. Values may contain ranges because the Traffic Estimator displays estimates as averages based on dynamic keyword activity among advertisers. Also, average ad positions are not fixed; they may vary depending on bidding activity and your keyword's quality.

Estimated Clicks/Day: The number of clicks your ad may receive each day.

Estimated Cost/Day: The average amount you may spend per day.

The values provided by the Traffic Estimator are only estimates, not guarantees. They will vary depending on conditions such as fluctuations in user behavior and dynamic search and pricing activity. The Traffic Estimator works only for keyword-targeted ads; it does not work for placement-targeted ads with either CPC or CPM bidding.

For more information about cost control, overdelivery, and ad ranking, refer to the lesson on Pricing and Ranking.

Objective: Learn how to use the My Change History tool to view changes you've made to your account in the last three months.

The My Change History tool allows you to view all changes for a particular time period or to filter the results by the type of change (such as budget adjustments or keyword edits). If multiple users with different logins manage your account, you can also use the tool to see who made certain changes.

Reported Changes

This tool will report the following changes:

Daily budget adjustments

Keyword edits or additions

Changes in ad distribution preferences

Changes made via the AdWords API

The tool won't display the following changes:

Maximum cost-per-click (CPC) adjustments made by the Budget Optimizer(TM)
Changes made by the Ad Automator
Ad approval or disapproval
Password changes (for security reasons)

To access My Change History, follow the steps below:

Log into your AdWords account.

Click 'Tools' on the Campaign Management tab.

Click My Change History under the Analyze Your Ad Performance section.

Select the date range for which you'd like to see changes.

Additional notes about the tool:

You may see incomplete results if you request data for a time period that goes beyond three months prior to the date of your query, or if no changes were made to your account during the time period selected.
It can take a few minutes for your changes to appear in My Change History. If you don't see your most recent changes, please check again later.

7c. Troubleshooting Tools

Objective: Learn how to use the Ads Diagnostic Tool to troubleshoot your ads.

The Ads Diagnostic Tool:

Reports whether an ad is appearing on the first page of Google search results

Identifies why a particular ad or group of ads may not be showing

Determines why a particular keyword may not be triggering ads to appear

Provides recommendations for increasing ad rank or ad display

This tool reports data for Google search results only and not for ads that show on the content network or other sites in the search network.

With the Ads Diagnostic Tool, you can search for ads that might not be showing for a particular search term or on a specific webpage.

You can access Ads Diagnostic Tool results in two ways.

Ad Group Details page

To get a quick summary of your keyword performance for a particular ad group, follow these steps:

Click the campaign that contains the ad group you want to view.

Click the appropriate ad group.

Select the Keywords tab.

Point your mouse at the magnifying glass icon next to any keyword in your ad group. A help bubble will appear with information about your keyword. If your ad isn't showing, click the link for more information.

Note that the quick summary gives a snapshot analysis of your ad performance based on the location and language targeting selections for the associated campaign. If your campaign targets multiple locations or languages, the Ads Diagnostic Tool selects just one language and location combination. For a comprehensive analysis, use the Tools page described below.

Tools page

For more in-depth information about your keywords, follow these steps:

Sign in to your AdWords account at https://adwords.google.com.
Click Tools beneath the Campaign Management tab.
Click Ads Diagnostic Tool.
Enter information for either Option 1 or Option 2:
- Option 1 (Search Terms and Parameters): Use this option if you're concerned about all ads within your account that should be appearing for a specific search term on Google. Specify the keyword query, the Google domain, the display language, safe search setting, and user location.
- Option 2 (Search Results Page URL): Use this option if you're concerned about a particular Google search results page that you believe should be showing one of your ads. Copy and paste the URL from the address bar on the search results page where your ad should be showing.
Click Continue when you are finished.

The ad preview page is a companion to the Ads Diagnostic Tool. It lets you perform a test search to see how your ads and search results would appear on a regular Google search results page without accruing extra impressions.

To perform a test search, follow these steps:

Go to www.google.com/adpreview.
Enter your search term. Click Go or hit Enter on your keyboard.
The search results and ads appear as they would on Google, except the links on the preview page aren't clickable.

You can also use the ad preview page to see if your ad is appearing in other geographical locations.

Objective: Learn how to use the Disapproved Ads Tool to find useful information about any ads in your account that have been disapproved.

The Disapproved Ads Tool shows all ads in your account that have been disapproved. You can view the disapproved ad, its location, the reason for disapproval, suggestions for improving your ad, and the date your ad was disapproved.

Additional notes about the tool:

Advertisers still receive emails regarding any disapproved ads, unless they opt out of email notifications.

At this time, the tool doesn't reflect the status of approved or pending ads, or keywords for your account.

Access the Disapproved Ads tool by following the steps below:

Log into your AdWords account at adwords.google.com

Click 'Tools' on the Campaign Management tab.

Click Disapproved Ads under the Analyze Your Ad Performance section.

Tips for using the tool:

Click Details in the Disapproval Reason column to learn more about why your ad was disapproved.
If your ad belongs to a paused or deleted campaign or ad group, this status will be included in the Campaign or Ad Group columns. In this case, you won't be able to make edits. However, you can click View ad to review the ad text.
To edit an ad, click the Edit ad link in the far right-hand column. You'll be able to edit your ad from its corresponding ad group; once you save your ad, it will automatically be submitted for review.
To remove ads from this page (but not actually remove them from your account), use the Ignore function at the top of the table. You can also use the drop-down box to view your disapproved ads: Show all campaigns, Show only active campaigns, Show all but deleted campaigns.

7d. AdWords Editor

Objective: Learn basic information about AdWords Editor, including key features, how to install it, and how to start using it.

AdWords Editor is a free, downloadable desktop application for managing your AdWords campaigns. If you have a large number of campaigns or keywords, or if you manage multiple accounts, AdWords Editor can save you time and help streamline your workflow.

The application offers a wide array of features, but the basic process is simple: download your account, make your changes, then upload your revised campaigns when the changes are finalized. You'll learn more details about these steps in subsequent lessons.

With AdWords Editor, you can:

Work offline on your Mac or PC.

Upload changes to AdWords any time.

Store and navigate one or more accounts.

Add, edit, and delete campaigns, ad groups, ads, keywords, and placements.

Make large-scale changes quickly.

Perform advanced searches and edits.

Add comments for your changes.

Sort and view performance statistics.

Copy or move items between campaigns, ad groups, and accounts.

Export a snapshot of your account for archiving or sharing.

Import an archive or share file and review the proposed changes.

You'll learn more details about these and other features in subsequent lessons.

To download and install AdWords Editor, visit the AdWords Editor website. Select Windows or Mac, then click Download AdWords Editor. You'll need Windows 2000, Windows XP, Windows Vista, or Mac OS X (10.4 or later).

The first time you run AdWords Editor, you'll be prompted automatically to download your account. To download additional accounts, go to the File menu > Open Account.

You may only edit one account at a time. To switch accounts, go to the File menu > Open Account, select the account you want to view, and click Open Selected Account.

You can navigate through your account in AdWords Editor via the tree view on the left side of the interface and the tabs on the right side. Your selections in the tree view and the tabs determine what information you can view and edit.

Tree view: The tree view is a hierarchical view of your account on the left side of your screen. Click the plus and minus signs to expand and collapse the tree view and see the campaigns and ad groups in your account.

Tabs: Once you've selected an account, campaign, or ad group in the tree view, you can use the tabs to select the kind of data you want to view or edit. Each tab shows a part of your account, such as keywords, ad groups, or campaigns. For example, to view the ad groups in Campaign #1, select Campaign #1 in the tree view and click the Ad Groups tab.

Tab tool bars: Each tab has a tool bar with buttons for functions within the tab. For example, the Keywords tab has buttons for adding and deleting keywords, making multiple changes, and reverting changes. The adding and editing options are also available from the Data menu.

Data view and edit panel: The data view displays the details of the selected tab. When you select an item in the data view, you can edit it directly in the row or in the edit panel below the data view.

Objective: Learn how to add, edit, and delete campaigns, ad groups, ads, keywords, and placements.

The Add Multiple tools enable you to add large numbers of keywords, placements, ads, or ad groups at once. These tools are available from the Data menu or on the tab tool bars. Simply type or paste a list of items into the tool to add them to the locations you specify.

For example, the Add Multiple Keywords tool enables you to add keywords to a single ad group, to all campaigns and ad groups, or only to the ad groups you specify. From within the tool, you can:

Use the drop-down menus to select a specific campaign and ad group for your keyword additions.

Select All Campaigns to add the same keywords to all ad groups in the account.

Include campaign and ad group names in your keyword list. This option allows you add keywords to specific ad groups in any campaigns, or to create new ad groups and campaigns for your keywords. If you enter campaign and ad group names that don't exist yet, the tool will give you the option of creating them.

Replace your existing keyword list with the new keywords by checking the box labeled 'Replace the entire contents of destination ad groups with these keywords.'

After you type or paste your keyword information, click Next to review your keywords, and Finish to apply the changes.

The other Add Multiple tools work much the same way as the Add/Update Multiple Keywords tool. You can find detailed instructions for each tool in the AdWords Editor Help Center.

You can add an individual campaign, ad group, ad, keyword, or placement in one of two ways:

Go to the Data menu and select the type of addition you want to make. For example, to add a keyword to Campaign #1, go to the Data menu > Add New Keyword.

Click the Add button on the appropriate tab. For example, to add an ad group to Campaign #2, select Campaign #2 in the tree view. Next, go to the Ad Groups tab and click Add Ad Group.

When you add a new item to your account, a plus sign (+) appears next to it. Learn more about AdWords Editor symbols in the lesson entitled View and Sort Information.

If you want to create a draft version of your additions, without posting them, you can create a draft campaign or a draft account.

Draft campaigns aren't posted to your account until you change the status of the campaign to 'Active.' To create a draft campaign, go to the Data menu > Add Draft Keyword-targeted Campaign or Add Draft Placement-targeted Campaign.

Draft accounts may be shared by exporting to HTML. To post the contents of a draft account, export the contents of the account for archiving, then import it into a new, non-draft account.

To locate and edit a campaign, ad group, ad, keyword, or placement, follow these steps:

Select the appropriate context in the tree view. This could be your account name or a specific campaign or ad group containing the item you want to edit.

Click the relevant tab above the data view.

Select the item you want to edit in the data view.

Make your changes in the edit panel or directly in the data view.

For example, here's how you'd edit a keyword destination URL in your 'Chocolate Ad Group' in Campaign #3:

Select 'Chocolate Ad Group' in the tree view.
Click the Keywords tab.
Select the keyword you want to edit.
Type your new destination URL in the edit panel or directly in the data view.

Here are some examples of other individual edits:

Edit campaign settings, such as budget, status (active, paused, deleted), network distribution settings, start and end dates, or language and location targeting.
Change an ad group's name, status, or maximum CPC or CPM bid.
Edit the destination URL for a text or image ad.
Pause a keyword.
Edit a negative keyword or site.

You can revert any change in AdWords Editor that has not been posted. Select one or more items in the data view and click Revert Selected Changes.

AdWords Editor gives you several options for editing multiple items at once. You can enter a list of changes in the Add/Update Multiple tools, or you can select items and edit them manually or with the advanced editing tools. (Advanced editing tools will be covered in the next lesson.)

Add/Update Multiple tools

The Add/Update Multiple Keywords, Placements, and Ad Groups tools enable you to edit, as well as add multiple items at once. When you enter a list of keywords, placements, or ad groups into the appropriate tool, AdWords Editor allows you to specify additions and edits. These tools are ideal for making long lists of specific changes to CPC or CPM bids, destination URLS, or ad group settings.

For example, here's how you'd update multiple ad group CPC bids using the Add/Update Ad Groups tool:

Prepare a spreadsheet or a list containing your ad groups and their new CPC bids, separated by tabs or commas. The columns should be in this order: campaign, ad group, CPC bid, content CPC bid (optional) and status (optional).

Go to the Data menu > Add/Update Multiple Ad Groups.

Select the second radio button to indicate you'll include columns with campaign and ad group names.

Select keyword or placement targeting for any new campaigns that will be added as a result of new ad group names in your list. (You can change individual campaigns later, if necessary.)

Paste your ad group list into the Ad Groups field.

Click Next to review the changes.

You'll see a list of new and updated ad groups. Use the radio buttons to accept or reject the changes.

Click Finish.

Select and edit specific items

To select more than one item, hold the Control or Command key and click the items you want to edit.
To select a consecutive list of items, select the first item, then hold the Shift key and select the last item in the list.
To select all items in the data view, go to the Edit menu > Select All.

Once you've selected the items to edit, you can edit them in two ways:

Enter your changes in the edit panel below the data view. Any changes made to a given field will apply to all selected items.
Use the Advanced URL Changes or Advanced Bid Changes tools. (See the next section, entitled 'Advanced Editing Tools.')

The Advanced Bid Changes and Advanced URL Changes tools enable you to change large numbers of CPC bids, CPM bids, and destination URLs quickly.

To use the Advanced Bid Changes or Advanced Content Bid Changes tools, follow these steps:

In the data view, select the keywords, placements, or ad groups whose bids you wish to edit.

Click the Advanced Bid Changes link at the bottom of the edit panel. On the Ad Groups tab, you also have the option of using Advanced Content Bid Changes.

Specify your changes. You can:

Increase or decrease your bids by a percentage.
Raise bids for inactive keywords to their required minimums (Keywords tab only).
Remove bids at the keyword or placement level so they use the ad group default bid (Keywords and Placements tabs only).
Constrain any of these changes so that bids do not fall below or exceed certain values.

Click Change Bids.

To use the Advanced URL Changes tool, follow these steps:

In the data view, select the keywords, placements, or ads with URLs you wish to edit.
Click the Advanced URL Changes link at the bottom of the edit panel.
Specify your changes. You can:
- Set a specific URL for all selected keywords, placements, or ads.
- Append text to each URL.
- Remove a specific URL parameter.
Click Change URLs.

The Replace Text fea_ure enables you to find and replace text in keywords, placements, ads, and destination URLs. Simply select the items you want to search, then run the Replace Text tool to make your changes.

For example, to find and replace a certain word in your text ads, follow these steps:

Select your account name in the tree view.

Click the Text Ads tab.

In the data view, select the ads you want to edit. To search and replace text in all your ads, go to the Edit menu > Select All.

Click the Replace Text link at the bottom of the Text Ads tab or go to the Edit menu > Replace Text in Selected Items.

Enter the text to be changed, the fields to be searched, and the new text.

You can select options to match case or whole words only and to preserve capitalization.

Click Find Matches.

Click Replace All to confirm the changes.

As with adding and editing, you can delete items individually or delete multiple items at once.

To make individual deletions, select the items to delete in the data view. For keywords, ads, or negative keywords or sites, click the Delete button in the tab tool bar. For campaigns or ad groups, change the status to Deleted in the edit panel. A minus sign (-) will appear next to deleted items in the data view.

To delete a list of keywords, placements, negatives, or text ads from various locations, use the appropriate Delete Multiple tool. These tools are available via the Data menu or in the tab tool bars.

To find and delete a list of items that meet specific criteria (such as underperforming keywords or text ads that contain a certain word), use Advanced Search. You'll learn more about Advanced Search in the View and Sort Information lesson.

You can copy or move keywords, placements, ads, ad groups, and campaigns. For example, you can copy text ads into a new ad group, or move an ad group into a different campaign. To copy or move items from one location to another, follow these steps:

Select the appropriate context in the tree view. This could be your account name or a specific campaign or ad group containing the items you want to copy or move. For example, to copy keywords in Campaign #4, select Campaign #4 in the tree view.

Click the relevant tab above the data view. For example, to copy keywords, select the Keywords tab.

Select the items to copy or cut, and go to the Edit menu > Copy or Cut.

Select the destination location in the tree view, and go to the Edit menu > Paste. To paste items into multiple ad groups, select the destination ad groups in the data view. Next, go to the Edit menu > Paste Special > Paste into Selected Ad Groups.

Tip: Drag and Drop

To move something quickly, select it in the data view and drag it to the new location in the tree view. To copy it, hold the Control key.

For example, to move text ads to a new campaign, select the ads in the data view of the Text Ads tab, then drag your selection to the destination campaign in the tree view. The original campaign will show those ads as deleted, and the new campaign will show them as added.

You can make the following changes to your cost and budget settings in AdWords Editor:

Change your campaign budget.

Change your ad group CPC or CPM bids.

Change the CPC or CPM bids for individual keywords or placements.

Enable maximum CPC content bids for a campaign.

Specify maximum CPC content bids for individual ad groups.

Note: AdWords Editor currently doesn't support changes to account-level billing preferences. To make these changes, please sign in to your AdWords account at https://adwords.google.com.

After you download an account to AdWords Editor, the contents of the campaigns are stored on your computer. Before you begin a session of editing a previously downloaded account, it's a good idea to make sure you're working with the most recent version of your campaign information.

To download and review any recent changes that might have been made since the previous download, click Get Recent Changes in the tool bar.

Here's an overview of what you'll see once the download is complete:

Recent changes downloaded from AdWords (also called account updates) are highlighted in green.

Unposted local changes (changes made in AdWords Editor) are highlighted in purple.

If your local changes conflict with the downloaded changes, these items will be highlighted in red.

To isolate updates, local changes and conflicts, use the View menu just above the tabs. Here you'll find options for viewing:

All unposted local changes
Account updates only
Account updates with unposted changes only

Objective: Learn how to view, sort, and search the contents of your account. Become familiar with tools such as Advanced Search, the Keyword Grouper, and Find Duplicate Keywords.

Here are some important symbols, colors, and other visuals you'll see in AdWords Editor:

Plus (+): added item

Delta (∆): edited item

Minus (-): deleted item

Red circle: error that will prevent posting (such as a potential advertising policy violation or a structural issue, such as a missing daily budget)

Yellow circle: warning (such as keyword maximum CPC bids that don't meet minimum bid requirements)

Green circle: item that has passed AdWords Editor checks but hasn't been posted

Pushpin icon: item with a comment (to see all items with comments, go to the View menu > Items with comments)

Bold: unposted change

Gray: paused or deleted campaign or ad group

Strikethrough: deleted item

You can set your preferences to view or to hide deleted items in your account. To change your preferences, go to the Tools menu > Settings. Check or uncheck the appropriate boxes under Hide all deleted and ended items.

To view the contents of deleted or ended campaigns and ad groups, you may need to change your settings to download these items. In the Tools menu > Settings dialog, check the box next to Download deleted and ended campaigns and ad groups. The next time you download your account or click Get Recent Changes, the deleted items will appear in AdWords Editor.

AdWords Editor provides several ways for you to search and filter the information in your ad groups and campaigns:

Use the Search box above the data view to perform a simple word or number search within your account or a specific campaign or ad group.

Use the View menu to filter the information that appears on each tab.

Click Advanced Search to perform a more detailed search for items that meet specific criteria, such as performance statistics or keyword match type. When you use Advanced Search, the results are called a custom view.

For example, use Advanced Search to find all poorly performing keywords:

In the tool bar, use the Choose stats interval: menu to download your recent account statistics.
In the tree view, select your account name.
Click Advanced Search next to the search box.
In the Performance Statistics section, use the drop-down menus to select specific metrics. For example, to find all keywords with a clickthrough rate lower than 0.5%, select CTR from the first drop-down menu, and is less than: from the second drop-down menu. Then type '0.5' in the text box.
Click Search.
To view the keywords that match your search, select the account or a specific campaign in the tree view, then select the Keywords tab.

To view your entire keyword list again, go to the View menu > All. You can return to your last Advanced Search view at any time from the View menu > Items that match my custom view criteria.

To download and view performance statistics such as clickthrough rate, cost, position, and conversion information, select a date range with the Choose Stats Interval button in the tool bar. It may take a few moments for the information to download.

Once the download is complete, click through the tabs to see performance statistics for each level of your account. You can control which columns are visible with the column chooser, located at the top right corner of the data view.

The statistics you download will remain in AdWords Editor until you select a new statistics interval or download your account again. You'll receive a warning before your previously downloaded statistics are removed.

Sort information in the data view by clicking on the column headers. For example, to view a list of keywords alphabetically in the data view, click the Keyword column header. Or, to sort your image ads by their dimensions, click the Dimensions column header. Click again to reverse the order.

You can add comments to keywords, placements, ads, ad groups, or campaigns. Comments can be helpful personal reminders, or they can explain your changes when you share your changes with other AdWords Editor users.

To add a comment, follow these steps:

In the data view, select the item on which you want to comment.

Click Add comment at the bottom of the tab.

Type your comment in the text box. (If you collaborate with other people, you may wish to include your initials to distinguish your comments from others.)

A red pushpin icon appears to the left of items with comments in the data view. Point your mouse at the pushpin icon to reveal the comment for view.

To view comments, follow these steps:

Go to the View menu > Items with comments.

Click through the tabs to view items with comments.

To return to the normal view, go to the View menu > All.

Use the Find Duplicate Keywords tool to locate keywords that are repeated throughout your account. To access this tool, follow these steps:

Go to the Tools menu > Find Duplicate Keywords or go to the View menu > Duplicate Keywords.

Select the criteria for your search, including:

Word order
Where duplicate keywords are located
Match types

Click Find Duplicate Keywords.

The duplicate keywords will appear in a list on the Keywords tab, where you can edit or delete them as necessary.

The Keyword Grouper breaks up your keyword list into groups of related terms and allows you to automatically create new ad groups with the related keywords. To use this tool, follow the steps below:

Go to the Tools menu > Keyword Grouper.

Select a campaign and one or more ad groups where you'd like to organize your keywords.

(Optional) Under Ignore these words, enter words that you want the tool not to consider when creating your list of common terms.

Click Generate common terms to create a list of common terms found in your keywords.

(Optional) Edit the list of common terms if you want to organize your keywords differently.

Click Next to preview new ad groups containing related keywords.

(Optional) Specify a source for existing text ads to be copied into your new ad groups.

Click Finish to create the new ad groups.

Your keywords will be copied into the new ad groups and deleted from their original locations.

Objective: Learn how to import, export, and post your account information.

You can export a snapshot of an account, campaign or ad group any time to review or to share with colleagues. Export file formats include comma delimited (.csv), .html, AdWords Editor Share (.aes), and AdWords Editor Archive (.aea). These options are available in the File menu..

Use Export to CSV to show your account and changes to someone without AdWords Editor, or if you simply need access to a file with your current account data, including your unposted changes.

Use Export to HTML to see a clean snapshot of your account with your keywords, placements, and ads together.

Use Export for Archiving to preserve a snapshot of an account, campaign or ad group. The snapshot can be imported later to restore the account, campaign or ad group to its present state. To import an archive, go to the File menu > Import Account Snapshot, and open the file.

Use Export for Sharing to send your edits to other AdWords Editor users for review. They'll be able to import your changes to AdWords Editor, review your changes, and add comments.

To import a file containing another AdWords Editor user's proposed changes, go to the File menu > Import Account Snapshot.

When you import a share file, the Review Proposed Changes panel appears. The panel contains a key to the highlighted changes in your account: proposed changes are green, unposted local changes are purple, and conflicts between proposed changes and unposted changes are red.

To view only the proposed changes in the data views of each tab, go to the View menu > Proposed changes only. To view only the unposted changes that overlap with the proposed changes, select Unposted changes with proposed changes only.

When you review another AdWords Editor user's proposed changes, you have the option to reject any changes you don't like. Edits that you don't reject will automatically be accepted.

To reject a proposed edit entirely, select the row containing the edit you want to reject, then click Reject Selected Proposals in the tab tool bar. This option is also in the Edit menu. In the case of a new proposed ad group or campaign, this will also reject any of the proposed edits within that ad group or campaign.

To reject aspects of a proposed edit that conflict with your own unposted local changes, select the row containing the edit you want to reject. Go to the Edit menu > Reject Selected Conflicting Proposals.

If instead you want to revert your unposted change in the selected row and keep the proposed change, simply click Revert Selected Changes in the tab tool bar.

Once you've reviewed the proposed changes, you can take the following actions to clear away the merge panel and signal that the merge is finished:

Click Keep Proposed Changes to accept all proposals that you haven't explicitly rejected.

Click Reject Proposed Changes to clear away every proposed change. This action won't affect any edits you've made since importing the proposal.

At this stage, you can either post the edits to the account, or export and share with another AdWords Editor user.

With the Check Changes feature, AdWords Editor reviews your changes before they're posted to your account, helping to ensure the changes comply with AdWords policies. To check your changes, follow these steps:

Click Check Changes on the tool bar.

Review the count of changes that will be checked.

Click Show Details to view information for each campaign.

Click Check Changes to proceed with the editorial checks.

AdWords Editor will review the changes, and return the count of those keywords and text ads that pass checks, and those that do not.

Items that fail checks will display a red circle with an exclamation mark to their left in the data view. To see specific errors, navigate to the keywords or text ads and select them in the data view. A red box below the data view will show explanations of violations as well as suggestions for how to fix them.

AdWords Editor displays red and yellow splats (circles) when it detects issues that may prevent your campaigns from posting properly, such as editorial issues or missing maximum cost-per-click (CPC) values. To review errors and warnings for your changes, follow these steps:

Go to the View menu > Errors and warnings only, Errors only, or Warnings only.

The items that match your selection will appear in the data view. Click on the tabs to see the errors for keywords, ads, etc.

To see details for a specific error or warning, select the item in the data view. An explanation of the error will appear in the edit panel.

To return to the normal view, go to the View menu > All.

To post your changes to your AdWords account, follow these steps:

Click Post Changes in the tool bar.

You'll see a summary of the changes that will be posted to AdWords.

Click Post to upload your changes, or click Cancel to cancel the post.

If you click Post, you'll see a detailed summary, by campaign, of the progress of your post. (If you wish, keep a record of your post by copying this report into a separate document.)

If you need to pause while your changes are posting, click Pause in the posting dialog. Then click Resume Post when you're ready to begin.

Click Close when the post is complete.

After you post your changes, you'll see a report of the success of the post. If AdWords Editor isn't able to post your changes, you'll see a summary of the errors. Any campaigns and ad groups containing changes that didn't post successfully will remain in bold type.

The changes you've made through AdWords Editor will be reflected in your account immediately. However, as with any changes to your account, there may be a slight delay before the changes are reflected on the Google Network.