Google Ads Editor: how to create better campaigns

If you’re reading this, you’ve probably already used Google Ads EditorThe application to be able to manage your advertising accounts or that of your clients simplifying many of the tasks. 

Among the advantages it offers, it is possible to work offline, make backups and make all kinds of massive changes. This allows you to leave ready future changes to publish them whenever you want, all in a faster and easier way.

Although everyone can have their own criteria or method when creating campaigns, it is necessary to be cautious as this will largely determine the same results. Therefore, I want to offer you with real examples the way in which campaigns are created in Digital Mentausing Google Ads Editor without wasting time in the process and not dying in the attempt.

If, on the other hand, you want to learn how to organize your campaigns, you can read this article about how to structure your Google Ads campaigns correctly.

Creating a Campaign from 0: Real Case

When you’ve done all the previous study on your client, it’s time to create the campaigns. 

On this occasion, let’s imagine that your client sells tiles for bathrooms and kitchens; and you want to create a Search campaign focused on the first room: the bathroom.

google ads editor

google ads editor

google ads editor

google ads editor

 

On the one hand, we have the name of the campaign “Producto + Estancia” (this is something personal, being able to be called of the way that is easier for you to identify the different campaigns), the group of advertisements “Azulejos Baño”, the locations and the advertisements of expanded text, among others. In addition to this, you want to create other ad groups for the “kitchen” and “outdoor” rooms. But not only that, but others with synonyms of “tile”, in order to segment as much as possible and that each Ad Group has its own structure, keywords and ads.

This sounds like a long and heavy task, but with Google Ads Editor it’s all simpler:

  • Copy and paste that group of ads as many times as you want (taking into account all the variants you want to use):

google ads editor

  • Replace what you think is necessary (in this step you must modify sections such as the names of the Ad Groups, keywords and the text of the ads so that there is no duplication of content):

google ads editor

  • Select the item you want to replace and press Ctrl+H (you can also click the upper right button called “Replace Text”):

google ads editor

google ads editor

At the end, check the changes for consistency. In this way, you will have created the entire “Estancias” campaign in just a few steps. Then repeat this process for all the campaigns you have in mind, as in this example:

Campaign 2: Product (tiles and derivatives) + Format

Ad Groups:

  • Product + Rectangular

 Keywords*:

–  rectangular tile

– rectangular floor

– rectangular tile

– rectangular stoneware

– rectangular cladding

– rectangular pavement

  • Product + Round

Keywords:

round tile

– round floor

– round tiles

– round stoneware

– round lining

– round pavement

  • Product + Triangular

keywords:

triangular tile

– triangular shape

– triangular tile

– triangular stoneware

– triangular cladding

– triangular pavement

*The concordance will depend on the keywords used. In the case of these groups of announcements, as they are very generic terms, the exact concordance has been used. This will also depend on other factors such as the type of client, budgets and objectives.

Finally, you’ll have a structure that’s clean, tidy and as segmented as possible, allowing you to test all the elements and see what works best for you in the long term.

For other types of campaigns such as Google Shopping, Google Ads Editor is also very useful for making massive changes, such as adding new campaigns, ad groups, product groups, changing CPCs, Audiences, Locations, and so on.

Other ways to optimize your campaigns and your time with Google Ads Editor

  1. Set CPC’s and Bid Adjustments

Imagine that you just created a search campaign from 0 and want to start with a CPC for your keywords:

Select the campaign > Ad Group > Keywords and segmentation > Keywords > Ctrl+A (to select all the keywords)> You set the max. desired CPC in the lower menu. This also applies at the product group level or even at the campaign level to set budgets.

This way, all your keywords will have the same CPC in a few seconds. On the other hand, if you want to apply it only to certain keywords, you can always filter the top taskbar by the element you want: ad group, status, match type, tags, etc.

With the same dynamic bidding settings can be applied in the following levels:

  • Device
  • Location
  • Scheduling Ads
  • Main content
  • Segmentation method
  • Remarketing lists for search ads
  • Interactions

 

  1. Search for duplicate keywords

Google never shows more than one ad from the same advertiser at the same time, so you should avoid duplicate keywords in your campaigns as they can affect the performance of your ads. With Google Ads Editor you can detect them right away with these steps:

Tools > Find Duplicate Keywords > Choose the search criteria you want, word order, match types, duplicate location, and hide duplicates.

In just a few seconds you’ll have the solution. In addition, if the duplicated keywords are consistent in their respective campaigns, we recommend that you leave the keyword with the best performance activated.

If you are constantly checking the search terms of your campaigns and negativizing keywords, you should probably use this option one or more times a week to avoid duplications as soon as possible.

 

  1. Pass negative keywords between campaigns

This point is especially adaptable to Google Shopping campaigns when there is a product in more than one campaign. If you’ve worked with this service before, you’ve probably heard of campaigns with different priorities: high, medium, and low. This allows you to prioritize a specific campaign and decide where the bid will come from. If this is the first time you’ve heard about campaign prioritization, I recommend that you read the following Shopping Advertising Guide.

That said, imagine you have three “Product (tiles and derivatives) + Format” campaigns, one with each priority. In the high priority you have 50 negative keywords, but in the medium priority only 20 (terms that you have been detecting as you optimize the account):

Select the high priority campaign > Keywords and segmentation > Keywords, Negative > Select all negative keywords (ctrl+A) and copy them (ctrl+c)> Select the medium priority campaign > Keywords and segmentation > Keywords, Negative > Paste (ctrl+V)> Reverse duplicates (if there are any). If for any reason the structure changes between campaigns but the products are the same, Excel will help you to replace the structure and make the change without problem.

Just copying and pasting on Google Ads Editor you’ll have your negative keywords up to date in a few seconds.

 

  1. Create Google Shopping campaigns and ad groups massively

For this advice you only need to have your customer’s feed at hand and the shopping structure created or thought.

First, you must select the products of the feed you want to publish, for example three different tiles:

google ads editor

Once selected, we create the structure they will have in Google Shopping*:

google ads editor

*This is an example of structure, with which you can work in Excel as a template when publishing new content. And remember that in this example the CPC is manual, that is, you are the one who chooses the maximum CPC that the ad is going to have, as opposed to the automatic bidding strategies that set the amount of the bid. Therefore, if you want to have control of the maximum amount of each ad and know what you are going to pay for each click, I recommend that you use a manual CPC.

Finally, we publish the changes:

We copy the information> Google Ads Editor> Account> Import> Paste text> Paste from clipboard> Process.

In this example we have put only 3 IDs, but when you have to publish many more products will save you a lot of time.

Conclusions

In short, Google Ads Editor has multiple advantages allows you to work with your account or that of your client, in order to simplify many tasks that in the Google Ads interface can be very tiring or that can involve hours of work.

In Digital Menta we use all these metrics every day to optimize our work. If this is your first time working with this tool, I recommend that you test, try and investigate all its options, because one way or another will help you. What are you waiting for?

If you’ve been wanting to know more about Google Ads, you can find more related articles on our blog.

Written by

Mauro Sorolla

SEM · 22 / 08 / 2019

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