We at Work Media have started using the AdWords Editor tool quite a bit. The AdWords Editor is a free tool that Google recently released to allow for OFF-LINE editing of your AdWords account. It is a bare bones application with a couple of neat features. One feature that is very useful for a large account is the ability to report on duplicate keywords across ad groups.
We are currently managing an AdWords account for a software company with many very similar products. Our keyword research for each ad group has returned many duplicate keywords, some of which get added to the ad groups in an attempt to flesh out the keywords. The AdWords Editor will show us when we have duplicate keywords, so we can make sure we only use each keyword for a single ad group.
The main reason we’ve begun using the AdWords Editor is speed. Using the Google AdWords online interface is a fairly slow process. You can only work on a single ad group or ad at a time, and there is a lot of “traveling” involved in moving from one thing to the next. With the AdWords Editor, we can quickly move from one ad group to the next. We can quickly add a group of keywords, and even copy ads from one ad group to the next, or within an ad group.
The ability to copy ads is a feature we are making heavy use of. If you have read much of our writing, you know we encourage ad testing in which a single element is changed in each ad, such as the title. By copying and pasting ads, we can quickly create lots of ads by just changing the title (or body copy) on each one.
If there is more than one person working on your AdWords account at any one time, you should be careful about stepping on each other’s toes with the AdWords Editor. It works by pulling down the data for your account, and when you are done you upload the account data. In the interim, there is the possibility that someone else could have made changes that are not reflected in the data you have.
The Google AdWords Editor is a power tool that can save you a lot of time. However, we suggest not using it until you understand how your AdWords account works. After a few weeks of actively managing your account, then switch to the AdWords Editor.