using adwords and bingads editors as ppc power tools

AdWords & BingAds Editors:

PPC Power Tools

Presented by:

David Szetela

• Founder and CEO of pay-for-performance PPC

Advertising agency FMB Media

• Author of two books on PPC

• Frequent speaker at Pubcon, SES, SMX, etc.

• Voted one of top 25 PPC experts by PPC Hero

About David Szetela

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Use Editors to…

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• Create campaigns, ad groups, ads, etc.

• Search and replace almost anything

• Make mass changes, e.g. settings

• Perform fast interactive data analyses

• Quickly generate reports

• Save LOTS of time!

Use Web User Interfaces to…

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• View pretty, useful graphs

• Report via dimensions and segments

• Perform tasks unsupported by editors,

e.g extensions, settings

• See real(-ish)-time data

• Waste time

Today I’ll Cover

• Bulk Modified Broad Match

• Mass Changes to Settings

• Copy/Paste Multiple Ads

• Using Excel with AdWords Editor

• AE Advanced Filters

• BingAds Editor

• Importing AdWords to BingAds

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Mass Modified Broad Match

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• Copy and paste keywords

• Change match type to Broad

• Append + sign to each

• Replace space with space +

Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Modified Broad Match

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Mass Changes to Settings

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Mass Changes to Settings

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Copy & Paste Ads – Multiple Ad Groups

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Copy & Paste Ads – Multiple Ad Groups

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Importing from Excel

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• It’s all in the column headers

• Almost anything can be imported

• Create new entities or modify existing

ones

Excel Import Example - Create a

Campaign

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Excel Import Example

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Excel Import Example

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Excel Import Example

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Excel Import Example

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Excel Import Example

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Excel Import Example

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Advanced Filters

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Advanced Filters – Find Bad Keywords

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BingAds Editor

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• New version released February 28

• Faster, more-fully-featured

• Nearly at parity with AdWords Editor –

and very similar in function

• Dynamite “Import from Google”

feature

BingAds Editor

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Advanced Search

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Call Extensions Supported

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AdWords Import

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AdWords Import

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AdWords Import

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AdWords Import Gotchas

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• Location targeting (e.g. radius)

• Ad text and keyword disapprovals

• Negative keywords – no Broad Negative

in BingAds

• Surprisingly few incompatibilities

AdWords & BingAds Editors:

PPC Power Tools

Presented by:

David Szetela