This is a desktop tool we’ve been playing with for a while. Now publicly available here:

By the way, for those of you who read my blog regularly, you may recall my four-part post on how MSN and Yahoo can take down Google. You’ll note that Part Two of this epic posting was dedicated to user interfaces. Of course, I was suggesting that Overture change their user interface to reach parity with AdWords’ already far-superior interface. I guess now that AdWords isn’t resting on its laurels, Overture is just that much farther behind.

Since I have been using this beta for a while (and since you still apparently need a password to get in), here’s a few comments on the system so far:


  • The ability to sort keywords across your entire account by different variables (i.e., cost, impressions, alphabetically, CTR, etc). Previously, this could only be done on an AdGroup level;
  • “Bulk Sheet” functionality – i.e., the ability to add thousands of listings in an Excel-style format from your desktop. This is far superior to sending an Excel sheet to a Google rep, then waiting for the rep to upload it a few days later . . .
  • Moving keywords en masse from one AdGroup or Campaign to another.


  • Still very buggy. For example, we uploaded some keywords that we knew should run in the $.50 to $1.00 range and somehow all of them were listed as “Inactive” with a minimum bid of $5.00. We then deleted them and sent them to our Account Rep to upload for us instead, and voila, they were all “Active.”
  • It can’t handle really big changes. My advice is to limit your work to less than 2000 keywords at a time. We’ve had several situations where the tool has simply “timed out” because our job was just too big for it.

One final point. A co-worker of mine has a conspiracy theory of sorts that I think may be quite valid. He believes that the AdWords Editor is Google’s “AdWords API for the masses.” In other words, Google wants to limit API access to a select group of “mega advertisers”, most likely companies that are spending at least $250,000 a month with Google. Thus, to reduce load time on their API servers, they have launched this desktop application which has a lot of the basic features that you can get through the API, but discourages API development for smaller players. In the end, this could save Google a lot of pain since I’m sure there are plenty of companies out there trying to develop API integration, doing a horrible job at it, and turning around and nagging Google’s product team about why the API doesn’t work.

Overall, though, I give Google a big “thumbs up” for continuing to innovate here! Keep it up!


  1. Chris Lee January 27th, 2006

    Well -not sure how long you have been using this for; all we know is that we have been discussing TOS with Google for three months; they got a copy of AdWords Dominator from us in December. Wrote internal reviews at Google, and now up this pops with some evident development still to do.

    So – not sure how much true innovation has gone on here; the interface structure looks very similar to ours.

    I’ll leave it to people who have used both to draw their own conclusions but I know what I think.

    And finally – Google are not responding to our emails. Funny that – they did until last week.

  2. PPC Manager November 25th, 2010

    AdWords Editor is great tool for offline campaign management. But it has its drawbacks. Mainly because it lacks some of the desired features like: custom grouping, custom filtering, summaries, profitability columns, etc…

    These features provide new advanced AdWords Editor / Tool – PPC Manager.
    Get faster management and better insights of your pay-per-click campaigns with PPC Manager.

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David Rodnitzky
David Rodnitzky is founder and CEO of 3Q Digital (formerly PPC Associates), a position he has held since the Company's inception in 2008. Prior to 3Q Digital, he held senior marketing roles at several Internet companies, including (2000-2001), FindLaw (2001-2004), Adteractive (2004-2006), and Mercantila (2007-2008). David currently serves on advisory boards for several companies, including Marin Software, MediaBoost, Mediacause, and a stealth travel start-up. David is a regular speaker at major digital marketing conferences and has contributed to numerous influential publications, including Venture Capital Journal, CNN Radio, Newsweek, Advertising Age, and NPR's Marketplace. David has a B.A. with honors from the University of Chicago and a J.D. with honors from the University of Iowa. In his spare time, David enjoys salmon fishing, hiking, spending time with his family, and watching the Iowa Hawkeyes, not necessarily in that order.