using adwords and bingads editors as ppc power tools
DESCRIPTION
Smx West 2014 Session #Smx #33C - What’S In My Sem Toolbox?Presentation Using Adwords And Bingads Editors As Ppc Power Tools By David Szetela @Szetela Of Fmb MediaTRANSCRIPT
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
#smx @Szetela
Use Editors to…
#smx @Szetela
• 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
#smx @Szetela
Mass Modified Broad Match
#smx @Szetela
Mass Modified Broad Match
#smx @Szetela
Mass Modified Broad Match
#smx @Szetela
Mass Modified Broad Match
#smx @Szetela
Mass Modified Broad Match
#smx @Szetela
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