Our Revamped Excel Template: Create AdWords Campaigns Faster Than Ever

by Jan 13, 2015Google Ads Tools0 comments

Excel is an excellent option for those in need of a quicker process when creating campaigns.

It allows you to work on all necessary elements of a campaign in one go and then upload them to AdWords using the AdWords Editor. Some of the benefits of using Excel for campaign creations are:

1) Speed up the Process Through One Format

By having a format where you can add most of the elements of a campaign, you will be able to work in a distraction-free environment and speed up the process of campaign creation.

2) Keeping a Backup of the Initial Creation

By using an Excel format to create campaigns, you will keep a separate backup on each Excel file that you fill out for your creations. This will help as a point of reference in case you need to do a revamp of your campaign, make large adjustments or just refer to your initial setup.

3) Easy Use of Filters and Formatting

By using conditional formatting and taking advantage of filters you will be able to pinpoint errors such as duplicated keywords, misspellings or terms that you want to change to test variations.

Formulas and Shortcuts You Need To Master

Further down the post I will present the format you can use to create campaigns easily in Excel and this format has several formulas already implemented in it. However, it would be good if you are familiar with some of the formulas that the format uses:


This formula will allow you to convert all the text in the selected cells to lowercase.
It will enable you to make sure that all your keywords stay in lowercase. The formula is especially helpful when you copy terms, city names or adjectives from other sources and combine them with your keywords.


When naming ad groups I always write them capitalized. To make this task easier we can use this formula, which is similar to Lower, but instead of putting everything in lower case, it will capitalize words.


This formula will allow you to join several text strings into one.

With =CONCATENATE(), you will be able to create new keywords based on the main terms that you already have by combining them with other adjectives or terms applicable to the main ones. One example is adding adjectives to your keywords.

For instance, if you have a keyword such as office furniture then you can merge this with adjectives such as affordable, discount, wholesale, etc. to create variations to test.


This formula will allow you to count how many characters you have in a cell.
This good way to make sure you comply with the ads’ characters limits (25 characters for the headline, 35 for description line 1, description line 2, and for the display URL).


This formula counts the numbers of cells in a determined selection without counting any blank cells.You can select a whole column for the count and customize your ad groups, keywords or any other element you’d like to know the exact amount. It’s always nice to know how big your campaign is at any given time.

Find text/Replace:

(CTRL + F)/(CTRL + H): This command will allow you to find and replace text in one or several cells.

I use it to:

  • Modify keywords
  • Change keywords from singular to plural
  • Generate common misspellings
  • For any other tasks that would otherwise be performed manually on similar keywords

General Guidelines When Using This Template

  • Avoid cutting and pasting, it will mess up with most of the formulas where I make reference to certain elements. You can copy paste, but no cutting.
  • Don’t delete any rows or columns. This will cause the same as the previous points. It is ok to clear cell contents.
  • Don’t insert rows or columns.
  • You can only add 1 campaign per format
  • You can add up to 80 ad groups per format.
  • You can add up to 150 keywords per ad group.
  • You can add up to 4 ads per ad group.
  • We have removed the Sitelink option
  • The format doesn’t have an option for adding negative keywords.

Using The “Ad Groups” Tab

In this tab, you will need to specify your campaign name and write it once on cell B4. Then the ad group names below column C along with the match type that you will like to use. Every keyword, which you add afterward will be duplicated to the match types that you select.

There are now step by step instructions on the Sheet itself as well as little tooltips to define basic concepts such as ad groups and campaigns. See image below.


You can find the Tutorial for this sheet below:

Using The “Export Data” Tab

Every ad group you added previously will be displayed on this tab. They will be placed from left to right so that you can easily add all the keywords that you want on each ad group.

Remember that keywords should follow the same theme as the name of the ad group. Example: If you have an ad group named Dentist Locations,  your keywords will be the word Dentist combined with Locations you wish to target, so the final outcome would be something like: Dentist In Orlando.

On a related note you do not want to use every keyword variation ever know to man, so be careful with the amount of keywords you pick per ad group. Click here to find out how many keywords you need in your adwords campaign.

Once you have added all the keywords to their corresponding ad group, all you have to do is click on the Prepare For Export button and you will be taken to the Export Data Sheet which is the Data you will upload in the AdWords Editor already filtered for you.

If you wish to add more keywords then by all means, click on the Filter Back button on the Keywords Sheet and once you are finished Prepare For Export again, quite simple. See Image below.
Check out the full Tutorial for this sheet below.

Using The “Ads” Tab

In this tab, you will create the ads that you want to place on each ad group. We have added a character Countdown so you know how many characters you have left, all the columns have character restrictions so if you go over the count it will display an error message.

Probably you already noticed that we are only focusing on Expanded Text Ads (no brainer) and we added an ad preview. See Image below.

Check out the full tutorial for this sheet below:

Upload Your Campaign To The AdWords Editor


To upload your keywords all at once you will use the tab “Keywords (Copy-Paste).” By using the filter it has on Campaign I will recommend you to take away “blanks” so that you can have all elements neatly grouped.

To upload your keywords all at once you will use the Export Data (Step Three) Sheet.”

All you have to do is follow these steps:1

1) Copy the Data from the Export Data (Step Three) Sheet

2) Go into the Editor and select the account you Downloaded from Google AdWords

3) Select Keywords and Targeting

4) Select Keywords

5) Select Make Multiple Changes

6) Make sure to check the options:

1) My data includes columns for campaigns and/or ad groups

2) Remember the order of my columns for future imports

7) Click on Paste from clipboard

8) Click on Process and verify your changes

9) Click on Finish and review changes

10) If you are happy with what you see then click on the “Keep” option.

You think it’s that easy, well if you look at the Tutorial below, it will be simpler.

Uploading Ads

Uploading ads will be similar to what you did with keywords. On the Ads tab filter out blanks in the campaign column and then select only the following columns:

1) Campaign

2) Ad Group

3) Headline 1

4) Headline 2

5) Description Line

6) Final URL

7) Path 1

8) Path 2

Then on AdWords Editor you will need to go to the Expanded Text Ads option, select Make multiple changes and paste everything there. Process, review and keep changes.

Ok, but in all seriousness, below is the tutorial for this task:

Final Touches

After you finish uploading the format into the AdWords Editor, you will have a campaign that is almost complete. You will just need to add your negative keywords, place your default bids, check on all the campaign settings such as location targeting, rotation and ad delivery, etc.

I typically add extensions directly from the AdWords and modify my ads in the editor for A/B testing purposes, but that’s just me.

And that’s it. Download our improved template, and I promise you that by using it you will cut down on the time required to create a campaign by at least half.

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Author: Claudio Dominguez

Claudio Dominguez

Claudio es el especialista en aprendizaje y desarrollo en White Shark Media. Tiene una licenciatura en Derecho y Comercio Internacional y experiencia en la industria BPO. Durante su tiempo libre le gusta pasar tiempo con su familia, ir en viajes por carretera y disfruta cocinar.

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