Using AdWords and BingAds Editors as PPC Power Tools

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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 Media

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 Media

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  • 1. AdWords & BingAds Editors: PPC Power Tools Presented by: David Szetela
  • 2. • 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
  • 3. 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!
  • 4. Use Web User Interfaces to… #smx @Szetela • 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
  • 5. 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 #smx @Szetela
  • 6. Mass Modified Broad Match #smx @Szetela • Copy and paste keywords • Change match type to Broad • Append + sign to each • Replace space with space +
  • 7. Mass Modified Broad Match #smx @Szetela
  • 8. Mass Modified Broad Match #smx @Szetela
  • 9. Mass Modified Broad Match #smx @Szetela
  • 10. Mass Modified Broad Match #smx @Szetela
  • 11. Mass Modified Broad Match #smx @Szetela
  • 12. Mass Modified Broad Match #smx @Szetela
  • 13. Mass Modified Broad Match #smx @Szetela
  • 14. Mass Changes to Settings #smx @Szetela
  • 15. Mass Changes to Settings #smx @Szetela
  • 16. Copy & Paste Ads – Multiple Ad Groups #smx @Szetela
  • 17. Copy & Paste Ads – Multiple Ad Groups #smx @Szetela
  • 18. Importing from Excel #smx @Szetela • It’s all in the column headers • Almost anything can be imported • Create new entities or modify existing ones
  • 19. Excel Import Example - Create a Campaign #smx @Szetela
  • 20. Excel Import Example #smx @Szetela
  • 21. Excel Import Example #smx @Szetela
  • 22. Excel Import Example #smx @Szetela
  • 23. Excel Import Example #smx @Szetela
  • 24. Excel Import Example #smx @Szetela
  • 25. Excel Import Example #smx @Szetela
  • 26. Advanced Filters #smx @Szetela
  • 27. Advanced Filters – Find Bad Keywords #smx @Szetela
  • 28. BingAds Editor #smx @Szetela • 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
  • 29. BingAds Editor #smx @Szetela
  • 30. Advanced Search #smx @Szetela
  • 31. Call Extensions Supported #smx @Szetela
  • 32. AdWords Import #smx @Szetela
  • 33. AdWords Import #smx @Szetela
  • 34. AdWords Import #smx @Szetela
  • 35. AdWords Import Gotchas #smx @Szetela • Location targeting (e.g. radius) • Ad text and keyword disapprovals • Negative keywords – no Broad Negative in BingAds • Surprisingly few incompatibilities
  • 36. AdWords & BingAds Editors: PPC Power Tools Presented by: David Szetela