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7 Time-Saving Tips for AdWords Management

White Shark Media

10 years ago

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AdWords management continues to be a time-consuming task for many people. Throughout the years, you learn to skip the fence where it’s lowest through various shortcuts and best practices.

In this short blog post, I want to teach you some of the processes that I find save me several hours every day when creating and managing Google AdWords campaigns.

1. Duplicate Mobile Ads and Make Minor Adjustments via AdWords Editor

With the amount of search volume that we get from mobile devices these days, it’s impossible to say that you are going to create mobile ads at a later point. And if you do, you do it only for your top-performing ad groups.

However, it can be extremely time-consuming to write a specific mobile ad for all your existing desktop ads.

To combat this, I found a way to overrule AdWords Editor’s limitation when it comes to copying all ads and pasting them again. If you do this, you will be asked what ad group you want to paste them into:

Copying ads in Google AdWords - White Shark Media

And if you try to copy the ads to Excel, change the device preference to mobile and upload them again, you will be told that you are uploading duplicated ads. This means you have to do the actual changes in Excel – something that I’m not personally a huge fan of.

The answer to this issue is the following process:

1) Highlight all your ads

2) Click on Append text and add +++ somewhere in the headline

Choose Duplicate selected rows

Append text in Google AdWords - White Shark Media

You will then end up with duplicates of all your ads.

3) Search for +++, change the device preference, and make some of the following changes to your ads:

  • Add /Mobile to your Display URL
  • Rewrite one of the descriptions to
    • Buy from your smartphone
    • Smartphone ready
    • Browse on your smartphone

The key here is not to go into a complete analysis of how to rewrite ads so they fit the mobile audience. To begin with, you just need to indicate to users that visiting your website will be a good experience – even if they are on a mobile.

4) As the last step you need to remove the +++.

You just select/highlight all the ads and click Replace Text:

Replace text in Google AdWords - White Shark Media BlogScreenshot 2A

2. Copy-Paste Already Existing Ad Groups and Replace the Word

One of my strongest processes is to create a perfect framework for my campaign and then duplicate it.

Most of the time you will have keywords that require the same modifiers with the exact same structure. Let me give you an example.

If you are selling both Aldo and ECCO shoes you will use the same type of modifiers:

Cheap, online, buy, purchase, new, sale, promotion, special, affordable, free shipping, etc.

The ad groups and ads you create for Aldo and ECCO can easily be the same. Of course, if you have Aldo and Crocs, you will need to rewrite the Crocs ads slightly, but the overall structure of your ad group will be the same.

So by creating the first brand/service/product ad groups perfectly, you can easily copy the structure and replace it with the new brand. It could not be simpler.

When creating new campaigns, I estimate that I save 80% of my time by using this approach vs. setting it up manually.

For more info about the framework approach I recommend reading my Search Engine Journal blog post:

Why a Framework Process Is the Best Way to Build Out Huge Ecommerce AdWords Account Structures

3. Use Append and Replace Text to Create Match Type Variations

A task that can be grueling if you do it manually is creating different match types for all your keywords. This is a task where you do the same thing again and again. Whenever you find yourself doing the same routine of actions, you most likely can automate it in one shape or another.

To speed up the process of creating keyword lists in Broad Match Modifier, Phrase Match and Exact Match use the following process:

1) Never set up match types until you’re completely done with creating a campaign. It should literally be the last thing you do.

If it’s not the last thing you do, then you will have to do the same process over and over again.

Never set up match types until you’re completely done with creating a campaign - White Shark Media Blog

Tweet this quote: http://ctt.ec/02U2x

2) Select all the keywords in your campaign

3) Click on Append text and append + on the keyword

Choose Duplicate selected rows …

Append text in Google AdWords - White Shark Media Blog

4) You have now duplicated all the keywords, but you still have the original set of keywords selected.

While keeping the existing batch of keywords selected, change the match type to Exact Match:

Exact match type in Google AdWords - White Shark Media Blog

5) If you want to use phrase match you now do the same procedure with the +++ as mentioned in tip #2

6) To complete your Broad Match Modifier keywords you just search for + and select all keywords (CTRL-A)

Now you click Replace Text and enter “ “(space) in the Find Text field and Replace With “ +” (space +):

Replace text in Google AdWords - White Shark Media Blog

You now have all your keywords in BMM, Phrase Match, and Exact Match.

 

4. Copy Your Ads from Other Ad Groups to Form Ad Sitelink Descriptions

If there is something that all PPC consultants can agree on, it’s that writing a unique description for each Ad Sitelink isn’t the best use of your time. It looks great, but it’s rare that the description is shown, so the work is often in vain.

However, a quick way to do this is to use the ads from product/category ad groups as description lines in the Ad Sitelinks.

This means you don’t have to write completely new descriptions and can just copy-paste.

5. Eliminate Duplicate Keywords Directly in AdWords Editor
Duplicate keywords can take forever to remove manually. If you do it in Excel you have to be Excel savvy to transfer the removal of keywords from Excel to AdWords without something breaking.

However, AdWords Editor already has a feature to find duplicated keywords. In View, click All and then Duplicate keywords:

The best use is by choosing the following settings:

Find duplicate keywords in Google AdWords - White Shark Media Blog

Depending on whether the campaign is active or paused, I usually just click on the Active selection button to only see duplicates within the active campaigns I have. I don’t really want to know that my paused campaigns contain the same keywords.

Once you have this list, the fastest way to delete duplicate keywords is to choose Select duplicates by and then choose Order of appearance à All but first or All but last.

Delete duplicate keywords in Google AdWords - White Shark Media Blog

I rarely experience issues with this, but I recommend you go through your list to make sure the correct duplicate keyword is removed. You don’t want to remove a keyword from the actual ad group you had created for it.

6. Use Mergewords.Com to Combine Keywords with Modifiers

I always use MergeWords.com in order to create a lot of long-tail keywords. It is highly effective, fast, and has featured just for AdWords professionals.

Besides the standard merging/combining of words, you can even wrap your keywords in “”, [], or + signs, which will thereby automatically create your match types.

I use this part when I’m optimizing my campaigns and need to quickly add BMM keywords to a campaign. It’s super fast and works every time.

7. Name Your Ad Groups, So They Can Be Used As Keywords

A tip I actually found very late in my career was about the use of Formula Words in AdWords Editor.

If you replace a keyword or ad with for instance [adgroup] you will replace what you want to replace with the name of the ad group where the keyword/ad is located.

If you name your ad groups carefully and with the same use of singular/plural, this can be an extremely efficient way to create a ton of product-specific ad groups with very little effort.

You can literally use it to create keywords and ads for hundreds of ad groups at the same time.

For more info on Formula Words, I recommend you read this blog post.

Always Double-Check When You Automate Processes

When you start using these tips, you will experience setbacks. Maybe you forgot to remove the +++ from your ads, the automated process didn’t apply to a specific ad group or your formula words messed up something.

Don’t worry, this is very normal and it also happens to me. You always need to double-check whenever you automate a process. I still save 60-70% of my time by implementing these tips every day.

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