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All About AdWords Editor Version 10.2

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adwords-editor-imageAnyone interested in running a paid search campaign is most likely looking to solidify a quality marketing strategy. Part of implementing a good strategy is utilizing the best tools on the market to keep your campaign well organized and running smoothly. While there are many options available for paid search campaign management, the most effective platform also happens to be made by the industry leader—Google. Not only does Google provide a forum for researching and setting up your paid search campaign with their AdWords program, but they also provide a free campaign management system, Google AdWords Editor, to help you effectively optimize your PPC efforts. Google also frequently updates their software to improve user experience and efficiency.

AdWords vs. AdWords Editor

For those just getting introduced to Google’s paid search tools, Google AdWords can help you construct ads that are specifically designed to target your particular market. Within the AdWords system, you can easily create ad copy, select relevant keywords, and set your desired budget for each ad you want to run.

AdWords Editor is an additional desktop editing tool that allows you to manage your AdWords campaign offline, make multiple changes at once, and upload them to your account later. Google AdWords Editor is extremely intuitive and they have just recently updated their software to increase efficiency and user experience for your paid search efforts.

How to Get Started Using Google AdWords Editor

Before delving too deep into which updates Google recently made to AdWords Editor, it’s important to understand the program’s capabilities, functionality, and how to get started.

In order to get started with Google AdWords Editor, you must first have a Google AdWords account. If you have a Gmail account, all you have to do is enter your Google username and password into the AdWords system and you will be redirected to the AdWords page that is pictured below. This AdWords system is where you will choose your budget, create your PPC ads, select relevant keywords, and enter in your billing information.
Adwords-editor-welcome

Once you have an AdWords account set up, you are ready to install AdWords Editor. To do so, all you have to do is Google “Adwords Editor,” click on the link, and you will be redirected to a page that lets you download the tool. Once you have reached the page pictured below, simply select whether you work on a Mac or a PC, and click “download.”
Adwords-editor-welcome-screen-post

Google AdWords Editor Interface

Once you download the AdWords Editor application, you will want to spend some time getting familiar with the interface. The Google AdWords Editor interface, pictured below, is intuitive and includes the following items.
Adwords-editor-welcome-screen-post-3

    Tool Bar: The toolbar is at the top of the page and allows you to both see and upload recent changes. You can also view analytics for your campaign.

    Tree View: The tree view, located on the left side of the screen, lists all the campaigns and ad groups in your account. You can select the account you wish to update within the tree view.

    Main Tabs: The main tabs include “Keywords,” “Ads,” “Ad Groups,” “Targeting,” “Extensions,” and “Campaigns.” You can move from tab to tab to see information related to that particular campaign item. For example, under the “Keywords” tab, you can add, delete, and research other keyword opportunities. You can also make multiple changes to your targeted keywords all at once.

    Data View: When you click on any of the main tabs, the contents and details of your account are displayed in an organized layout.

    Edit Panel: When you select any information in the edit panel, you can easily edit the information within the selected row.

With an AdWords Editor account, you can effortlessly make changes to your ad campaigns and upload your changes all at once, instead of having to make slight changes one-by-one in the AdWords system.

Recent Version 10.2 Updates to Google AdWords

As always, Google is constantly striving to provide the best online marketing tools for advertisers. As such, they make upgrades to their various programs and software often. The most recent version 10.2 updates to Google AdWords include the following:

    – Upgraded sitelinks
    – Miscellaneous improvements

Upgraded Sitelinks

In Google’s recent explanation of their update, they explain how to manage your sitelinks with version 10.2. With the new update, you can:

    • Add, edit, or remove upgraded sitelinks at the ad group level or campaign level
    • Copy and paste upgraded sitelinks
    • Import and export sitelinks
    • Change how you target sitelinks
    • Schedule your sitelinks
    • Destination URLs for sitelinks and ads have increased from a 1024 character limit to a 2076 character limit
    Dynamic insertion format is now allowed for sitelinks and also for most ads

In order to view and upgrade sitelinks, go to the “Extensions” tab and click on sitelinks (upgraded). Under this particular tab, pictured below, advertisers can add details for each sitelink.
Adwords-editor-update-sitelink-extensions

Miscellaneous updates

Version 10.2 also includes the following miscellaneous updates to Google AdWords Editor:

    • Image ads file size limit of 150K
    • Accelerated delivery for automatic bidding
    • Targeting setting updates on the “Placements” and “Audience” tab
    • Updates to “Search and Display Networks” to “Display Network only”

Why These New Sitelink Updates Matter

We’ve talked about what Google AdWords Editor is, how to navigate the Google AdWords tool, and what the new updates are, but you may be wondering “Why are upgraded sitelinks important for my paid search efforts?” That’s a great question. Here are just a few reasons why advertisers should be excited about updated sitelinks, and why advertisers should take the time to learn about sitelinks and add them to their PPC ads.

    1. Gives the customers multiple search options from the get-go – One major goal of a paid search campaign should be to match your product or service as quickly as possible with those individuals who are searching for your keywords. One surefire way to do this is to include multiple sitelinks—or short text blurbs linked to a specific landing page—that will direct the customer exactly where they want to go. For example, if I were looking to buy a pair of men’s shoes for my husband, I would type “men’s shoes” into Google’s search bar. Advertisers know that I may potentially be looking for dress shoes, boots, running shoes, etc., and they will want to direct me to the right type of shoe as quickly as possible. Including a sitelink gives the advertiser an opportunity to provide me with various landing page options from the get-go. This helps capture my attention, directs me to the exact page of interest, and encourages me to click on the sitelink. The more options a searcher has from the beginning, the higher their chances of easily finding what they need.
    Zappos-Ad-Example

    2. Gives advertisers a competitive edge– An ad that directs a consumer directly to the product they’re searching for stands out from the crowd. An ad with sitelinks will capture that attention more effectively than an ad without sitelinks, thereby drawing in more customers.

    3. Improved CTR (click-through rate) – Ads with sitelinks generally have a higher CTR than ads without sitelinks. This means if you are looking to boost traffic to your website, then make sure to include sitelinks in your ad.

    4. More ad text – It’s difficult to say everything you want to say about your company in a short paid search advertisement. Adding sitelinks gives you the opportunity to add more ad copy and include extra calls to action.

    5. Improve your relevancy – Ads without sitelinks only direct searchers to one generic landing page. With sitelinks, you can redirect searchers to a landing page that is specific to the sitelink text. For example, if you click on the sitelink “men’s dress shoes,” you will be directed to a page with only men’s dress shoes vs. if you were to click on the sitelink “men’s running shoes,” you will see cross-trainers. This ability to get more specific makes searches quicker and more relevant for potential consumers.

    6. Schedule your sitelinks – One of the coolest of the 10.2 AdWords Editor updates is the ability to schedule your sitelinks. Anyone who has run a paid search campaign knows that certain times of the day draw in higher amounts of converting clicks than other times of the day. With this new version of Google AdWords Editor, you can set your sitelinks to run during times with higher conversion rates.

    7. Brand awareness – Not only can you use sitelinks to create additional calls to action, but you can also use sitelinks to promote your business social media profiles including Twitter and Facebook. This is a great way to increase brand awareness. Just make sure to follow Google’s rules when linking to social profiles.

If you’re looking to improve your paid search efforts, download Version 10.2 of Google’s AdWords Editor. Take some time to get familiar with the new updates and consider including updated sitelinks in your upcoming ads. You will be surprised and pleased at the ease with which you can add sitelinks, and more importantly, the results you will receive with more relevant traffic.

Author

Guest Author Ashley R. Cummings
Guest Author Ashley R. Cummings
Ashley R. Cummings is a freelance writer, specializing in online marketing, education, and travel. Connect with Ashley on Facebook or , and learn more about her on LinkedIn.

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