Check out and subscribe to the new Google Ads blog.
Whether you're just learning about AdWords Editor now or you've been with us since the beginning, we hope you'll find the following list of favorite features useful.10. Find duplicate keywords in your account with just two clicks of your mouse.9. Copy or cut and paste between ad groups, campaigns, or even across accounts.8. Make bulk changes to destination URLs using the Add/Update Multiple tools or Advanced URL Changes.7. If you need to edit your keywords or ads in a spreadsheet, copy the items to edit from the data view and paste them into a spreadsheet. Make your changes, then paste the contents of the spreadsheet directly into the appropriate Add/Update Multiple tool.6. Undelete and activate previously deleted text ads.5. Search your account quickly. Perform simple word searches, or do an Advanced Search to find items that meet the multiple criteria that you specify.4. Easily find and edit bids, destination URLs, and text for ads, keywords, or sites.3. Submit multiple exception requests at once.2. Automatically organize your keywords into ad groups based on common themes.1. Save a snapshot of your account for archiving or for sharing. Later, you can import the archive file to restore your prior account settings.
Pay-per-action advertising is a new pricing model that allows you to pay only for completed actions that you define, such as a lead, a sale, or a pageview, after a user has clicked on your ad on a publisher's site. You'll define an action, set up conversion tracking, and create ads that publishers in the Google content network can then choose to place in new ad units on their site. Let's run through the details:Ad placement: Pay-per-action ads are only shown on sites in the Google content network. Publishers choose specific pay-per-action ads that are relevant to their site and can place them in a new ad unit on their page.Ad formats: You can create text ads, image ads, or our new text link ad format in your pay-per-action campaign. Text link ads are brief text descriptions that take on the characteristics of a publisher's page. These Javascript-based ads will display like regular hyperlinks and allow publishers to embed these links inline with other text to promote your product or service.Pricing: You define a fixed amount that you'd like to pay for a completed action based on the value of that action to your business. You'll only pay when that action is completed, not for a click or impression. For example, you may wish to pay $1 every time a user fills out a lead form on your site and $5 when a purchase is made.Tracking: Google conversion tracking allows us to determine when an action that you've specified has been completed on your site. If you're already using conversion tracking, you'll be able to quickly enable existing actions for your pay-per-action campaign by adding the amount that you're willing to pay. For new conversion tracking users, you'll need to add a small amount of code to your website after you define your actions.Beta Test Requirements: At this time, the pay-per-action beta test is only available to advertisers in the United States. In addition, you must already be using conversion tracking or be able to implement conversion tracking code on your website so that we can track your completed actions.Over the next few weeks, we'll begin adding advertisers to our beta test. If you're an AdWords advertiser located in the US and are interested in participating in this beta, please fill out this short web form. We'll let you know as soon as you've been added to the test and will continue to add advertisers on a rolling basis.
Deciding between campaigns and ad groupsOne of the most important aspects of structuring an account is deciding whether to use campaigns or ad groups to meet your advertising goals. And one of the most common questions asked by new, and sometimes even experienced, AdWords advertisers is 'What is the difference between a campaign and an ad group?' Campaigns and ad groups are different levels of organization within your account, each with different settings. Campaigns allow you to set your daily budget, target languages and locations, start and end dates, and ad distribution preferences (i.e., whether or not to show ads on the Google Network). Ad groups, on the other hand, allow you to set maximum cost-per-click (CPC), specific ad text, keyword list, and landing page destination URLs. Each campaign can contain up to 100 ad groups.When deciding whether to create a campaign or ad group for a particular product, service, or section of your website, consider how these settings will help you achieve your goals. One of the most common reasons to create separate campaigns in your account is to set different daily budgets. You may decide to devote more budget to some of your best-selling or most profitable products. Separate ad groups, on the other hand, may be created whenever you'd like to set different maximum CPCs for keywords that may be highly competitive or lower converting. Regardless of how you choose to structure your account, it's important to remain flexible in your strategy -- the structure you envision when you begin may need further refining as you continue to optimize.Deciding how to organize campaigns and ad groupsThere is almost an infinite number of ways to configure your campaigns and the ad groups within them, and AdWords allows you to easily customize according to your business needs. Below are some common ways to structure an account:Products and services: If a sporting goods store offers a vast range of products, it may make sense to set up separate campaigns for the different product areas: Camping, Men's Athletic Wear, Hunting, etc. Within the 'Camping' campaign, the advertiser could set up separate ad groups set up for the various items that fall under camping, such as 'Tents,' 'Cookware,' and 'Sleeping Bags.' And within the 'Men's Athletic Wear' campaign, there could be separate ad groups for 'Athletic Socks,' 'Basketball Shorts,' and 'Knee pads.'Brand Names: A website that sells a variety of brand-name products may find that branded keywords convert better than generic product descriptions. To test this, the advertiser may want to designate separate ad groups or even separate campaigns for each brand, depending on the variety of products under a given brand label. If you want to use trademarked brand names of a trademark owner who has filed a complaint with Google, you will need permission from the trademark owner in order to use the trademark in your ad text.Websites: For advertisers promoting a variety of products or services from different companies and websites, such as affiliates or agencies, each company or website should have its own campaign or even a separate account.Geographic Location: Service providers that are geographically-targeted, such as furniture stores, real estate developers or car dealerships, may designate a different campaign for each state and then a different ad group for each city or metropolitan area.Seasonal products and services: Products that are affected by seasonality should be organized into their own campaigns or ad groups so that these can be paused and resumed according to the season. A flower delivery shop may run different campaigns or ad groups for Valentine's Day, Mother's Day, graduation season, and so forth.Themes or functions: A company that provides only a few products or services may still want to set up separate campaigns or ad groups because the same product or service may appeal to a variety of needs. A catering company may want to run separate campaigns or ad groups for 'Weddings,' 'Corporate Events,' or 'Birthdays.'Structuring your account effectively will allow you more flexibility in managing your keywords and ad text, controlling budgets, and setting strategic bids. If you think your account structure could use some changes, you may want to test different configurations until you feel that your account is manageable and helping you achieve your advertising goals.
We'd like to invite advertisers to read the new quarterly AdWords Technology Business to Business Newsletter. The inaugural issue features a number of optimization tips tailored to the Tech BtoB industry, including improving your keyword lists, getting the right traffic to your site, building the best landing pages, and making the most of the Google content network. This issue also includes a brief introduction to Google Apps, our hosted services for communication and collaboration. Future editions of the newsletter will include more optimization tips, industry trends, and suggestions for Tech BtoB advertisers.
We thought a lot about how to expand the reach of our message, and radio seemed like a great opportunity – it's a 'main stream America' type of channel, but we had zero experience in it. My impression was it was something for bigger companies, or at least companies with bigger pockets and a bigger appetite for risk. Then we learned about Google Audio Ads and thought 'not only does it address our concerns but we can custom fit it to our budget and marketing goals.' So we decided to take the big plunge into radio. We've been really pleased with the experience.
To avoid losing any unposted changes when upgrading to the next version of AdWords Editor, export an archive of your account. After you've completed the upgrade, re-download your account, import the archive file, and find your account information intact, including any unposted changes and comments.
The Local Business Center helps your business stand out on Google Maps. With these new features, you can create richer listings and include more information about your business:Add photos to your listingGoogle Maps now includes images in local search results. Suppose you own a restaurant in San Francisco that specializes in pastries. A potential customer, craving something sweet, searches Google Maps for "dessert in san francisco." In addition to the business name and location, she will now also find photos of your double chocolate cheesecake with raspberry glaze when looking at your full listing.Describe your business with custom attributesDetails matter. In addition to common pieces of information like store hours and accepted payment types, you can include custom information specific to your business. For example, a gelateria could include a list of all the flavors it offers.Track your statsWhen it comes to knowing how your listing is working for you, there's nothing like statistics. And now, when you login to Local Business Center you can see the number of impressions your listing has received over the last 30 days.Place your map marker with precisionIf you find that your location on the map isn't exactly right, you can now fix it. When creating or editing your listing, click "Fix incorrect marker location," and simply drag your map marker to your business's exact location.
Official guides to help you get the most out of AdWords.
FOLLOW GUIDES
Get AdWords advanced tips and product updates right in your inbox.
GET THE NEWSLETTER
Follow