5 Tips for Efficient Daily AdWords Account Maintenance
Published: May 25, 2016
Author: Devon Lehmann
Most teams here at 3Q Digital are juggling multiple client accounts. Because of that, our days, and daily routines more specifically, need to be as efficient and effective as possible. We’ve all been there – there are those moments where it seems everything is going wrong and the e-mails just won’t stop trickling in. Outlined below are 5 tips to ensure that daily tasks don’t get ignored when larger issues arise.
1. Bulk Ad Upload without AWE
Despite it being an invaluable tool, there are times when AdWords Editor just doesn’t want to cooperate when you have to get a lengthy set of ad copy up and running. Luckily, the “edit” tool in AdWords can be your new best friend. Within a campaign, filter for an ad that appears in every ad group you want to shuffle new ads (or some other common element) into. Highlight those ads, and under the “Edit” menu select “Change Ads”:
From there, choose the “duplicate selected ads and set text in duplicates” box, type in your updated ad copy, and select make changes. By checking this box you are indicating that you want to make entirely new ads (ads will not be removed or updated).
Voila, new ads are ready to be approved. Note: don’t forget to sync with your bid management platform if necessary.
2. Add Negatives and Keywords
Running search query reports is an integral part of ensuring that we are bidding on the most relevant queries for our campaigns. They also allow us to identify any irrelevant queries that may be harming our account – costing us money and not converting. Under the Keywords tab, if you select “Search Terms,” you can quickly view any queries associated with a particular campaign for a given lookback. If you spot an irrelevant term and want to add it to your list of negatives, select the keyword and hit “Add as a Negative”:
You can then directly add it as a campaign or ad group negative and even add it to a list you have in your shared library. This process can also be used to add new keywords to your campaign.
3. Use Labels for Testing
When you start a test, assigning a label to participating factors in the test at launch will allow you to quickly and easily pull status updates. You can either download bulk data and then pivot by label to view results or, for a quick review, utilize the “Labels” report within the dimensions tab for a high-level overview:
4. Run an Ad Group Report
Sometimes when doing ad copy clean up, we pause ads that weren’t intended to be paused and are left with ad groups that do not have any ads running in them. A quick way to identify this, and then fix it, is to run an “ad group details” report within the dimensions tab:
You can also use this report to identify enabled ad groups that do not have any active keywords or have too many keywords or ads.
5. Try the Bid Simulator
Bidding is an important part to every paid search marketer’s daily routine. For those manually bidding on keywords, AdWords has an extremely handy tool that simulates projected performance if a bid is raised or lowered. Note that a keyword must have a certain amount of data in order for this tool to be available:
With the help of a strong cup of coffee, these 5 tips will make even the craziest day more manageable.