In the first part of this series, I covered some of the features of AdWords Editor which can make managing your PPC campaign much easier. This time, we’ll focus on some of the advanced bid optimisation methods which Editor offers.
As I mentioned previously, don’t be afraid to try these techniques out, as all changes are made offline and can be undone before any changes are made live!
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The Advanced Search function is one of the most powerful features of Adwords Editor. In fact, I believe “Advanced Search” to be a slightly misleading name because not only is it a search function to look up specific keywords, it also works on a larger scale as a filter.
Whether you’re new to Adwords or a seasoned veteran, one tool you can’t afford to ignore is Google’s Adwords Editor. It is an incredibly powerful offline desktop tool which contains many features to make your campaign management much quicker and easier. Every modification made in Editor is done offline; you don’t need to worry about making a mistake because nothing actually happens to your account until you press Post Changes. You can always undo your changes by highlighting the error and pressing Revert Selected Changes.
In this series I will share my favourite features of the tool, starting with those that enable you to make mass changes and updates to the campaign structure.
The first stage in building a Google Adwords campaign is to define your goals and objectives. This will define how you structure your account. The following are some key points to consider before you even go near any keyword research tools.
Brand
Will you benefit from running a brand campaign? Do you want to run a brand campaign to drive brand awareness, perhaps for a new product or for breaking into a new market or are you confident that your SEO results are sufficiently good that you don’t need to spend money on a brand campaign? Even if your SEO is ranking well, it can be very effective to run ads for new products or special offers on brand keywords and may be worthwhile testing.
This article will explore the structure of a basic Google Adwords pay per click advertising campaign, explaining how each element of the campaign works.
In its most basic form, the Google Adwords account can be described as having four major elements: Campaigns, Adgroups, Creatives (text ads) and Keywords (search phrases). The Campaign is the level at which you are able to set your preferences, such as budget, language and location targeting. You can have several campaigns within your account, and it is sensible to split these by subject. For example if you run an online store selling knitting supplies, you might wish to split your campaigns by product, such as: “Yarn”, “Knitting Needles”, “Crochet Hooks”.
