Search Marketing - Course

Paid Search

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Google Ads Editor

Digital Marketing Lessons

Paid Search
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Digital Marketing - Study Notes:

What is it?

Google Ads Editor is a very useful tool. It’s a powerful tool that allows you to make bulk changes to Google Ads accounts. It allows you to bulk edit campaigns offline, which is quite reassuring, because any changes you make in Google Ads Editor aren’t live until you push them live.

With Google Ads, if you change a bid in the Google Ads interface, it changes there and then. That’s when that changes. However, with Google Ads Editor, you can make those bids and you can change things. You can move things around, you can delete things, you can do everything. And when you revise and you’re happy with the changes that you’ve made, you can decide to push it live or not.

Why use it?

It can make tens of thousands of changes to your account in a very short time. It would take you a very long time to do the same amount of changes in the Google Ads interface. When you’re making multiple changes, and you have a lot of data, if you have a lot of uploads to do, new keyword lists, you should use Google Ads Editor.

Again, the changes are made online, so there’s reassurance there that you’re not going to make any mistakes. It’s very, very quick.

The other thing you can do is you could export your campaign into Excel, make changes in there, re-upload it, and it will verify those changes in the interface, and push live when you’re ready.

Features

Now, this is a view of Google Ads Editor.

You can see a navigation pane over on the left-hand side, which allows you to jump between the different campaigns or open them up into the different ad groups.

Below the navigation area, there is the level that you can look at. So you can look at campaign level, keyword level, you can look at audiences, you can look at ads, or the different levels of your account.

And then over on the right-hand side, we’ve got the editor pane where you’re able to choose what aspect of the campaign you’re going to edit. And we can see, just below the choice area, we’re able to see what we can actually edit, and that changes depending on the level you’re on the left-hand side.

So the key with this is actually to download it and to play around with it, because the more you get used to this, the quicker it is to make the mass updates that we need to do. We can be using hundreds of thousand keywords in Google Ads, so a tool like this is essential for managing that.

We can pause keywords in an instant, we can add new ads, negative keyword lists, bid modifiers. Everything we can do in Google Ads, we can do in Google Ads Editor, just a lot faster.

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Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Paid Search
Cathal Melinn Cathal Melinn
Skills Expert

This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.

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