If you are a marketer using Google Ads or a business looking to incorporate paid ads for your marketing campaign, you must have used Google Ads Editor. It is an excellent desktop app to manage ad campaigns and make bulk changes offline. Similar to the update to the Core Web Vitals in June 2021, Google has decided to make some changes to the Google Ads Editor and has released the guidelines for Version 1.8 recently. In this article, we will discuss everything about the Google Ads Editor along with the updates in version 1.8. Let’s start with the basics first.
What is Google Ads Editor?
Google Ads Editor, as the name suggests, is an offline editor to manage your Google Ads accounts. Earlier, users had to make changes on the online platform but now it is possible to edit them offline in Editor and then post in bulk. Paid ads specialists can conveniently work across multiple accounts using the Ads Editor.
The Journey of Google Ads (AdWords) Editor
In the initial days, Google Ads or Google AdWords was an online-only platform. It slowly started getting difficult for users to manage multiple accounts or campaigns on the AdWords platform. There was no way to preview the post and all edits were updated live on the campaign. Also, there was no way to make bulk changes. Everything had to be changed manually, one thing at a time. So, In 2006, a magic platform called Google Ads Editor was launched to the joy of Search Engine marketers around the world. So, bulk editing became easier and the rest is history.
Why is there a need for an Offline Editor?
Google had been using the offline version of the Google Ads Editor internally for quite some time. In the offline version, advertisers could send bulk changes to their representatives, and the representatives used the Editor to update the changes. At last, Google determined that it would make more sense if advertisers could update the bulk changes themselves. The Google Ads Editor was a great addition to the arsenal of an advertiser when dealing with complex accounts.
How to use Google Ads Editor like a Pro?
You need to download the Google Ads Editor so that you can use it. As the tool is downloaded, you will receive a prompt to log in and download your Google Ads accounts from the My Client Center (MCC).
The Accounts Manager displays all the accounts in your MCC, along with an optimization score, latest update date and errors if any. All you need to do is to select the account you want to work on and click “Open” to download it in the Editor.
1. The Basics of Google Ads Editor –
After downloading the account, you will get to the main screen as below:
One of the good things about the Editor is the ability to view the account and expand or collapse the individual elements like campaigns, ad groups, ads, and keywords. In the left navigation box, you can view all the campaigns along with an icon displaying the campaign type. The magnifying glass denotes a search campaign, and the video camera means a YouTube campaign. Additionally, there is an icon for display campaigns. There is an additional icon to show whether your account has been synced or not. It is crucial to ensure that you have imported all the edits made directly in Google Ads into the Google Ads Editor.
To enlarge the campaign and view the ad groups, just click on the arrow to the left side of the campaign. Choosing a campaign or ad group will alter the information in the entire campaign. When you choose an element from the bottom left, you will see the details in the centre and right-hand side of the Ads Editor.
You can see all the ad groups with their status in the centre. You can choose an ad group and make changes to any of the fields displayed. Choosing multiple elements enables you to make bulk changes simultaneously. This way, you can make a number of bulk edits easily.
2. Error Reduction –
After reading the above point, you may think that all these things are possible in the online Google Ads platform. Why use the offline editor? See, the thing is, the changes made online are posted live so there is no chance to go back and make changes. The good news is that the Google Ads Editor allows these changes to be made offline. Hence, there is a chance to check your work before it goes live. We have made a lot of changes that we need to go back and update and more often than not, it is a difficult job. By using Editor, you can simply reduce the chance for errors.
3. Train New Hires –
You can use the Editor to train new hires. It is easy to determine the account structure along with any possible question-answer session with a trainee. Any edits made in Editor stay on the user’s local device till they are posted on Google Ads. Though, it will not be visible to other users of that Google Ads account. So, if you are working with a trainee, you can check their progress in the Editor before the work goes live.
If you are training someone remotely, they can upload the work in a paused state, you can then import it to your local Editor and change the status to Active once you are satisfied. To do so, you can click Post in the top right corner and then Post in the dialog box.
Make sure you choose Selected Campaigns or All Campaigns to post the correct changes. It is also possible to undo a change if need be. However, you must ensure that it is done before posting the changes. If the changes are posted live, it cannot be undone from the Editor.
4. View/Edit Settings –
Google Ads Editor is a great place to view or edit campaign settings. It is always important to be able to view and make some changes to a campaign if things don’t go according to plan or there is a client requirement. In that case, it is very crucial that the Ads Editor allows you to make these changes so no harm is caused.
5. Filter in Google Ads Editor –
If you are working on large Google Ads accounts, it may be confusing to look at the account if there are many paused campaigns. This is the first screen that you normally see when you open an Enterprise account.
As you can see, the whole screen is covered with paused campaigns. This will be a hindrance if you are working on active campaigns. This is where filters come in as you can create a filter for anything.
6. Import Statistics –
We have listed many ways to view your Google Ads account to make any changes. If you are working on your account, it is important for you to be able to see the performance data. It is possible to import statistics in the Google Ads Editor. There is a special View Statistics option that enables you to import your performance data. By default, None is selected but when you select Get Statistics, you will get a lot of different options to choose from.
It is possible to select the date range first and then proceed to select the statistics you want to view in the Ads Editor. You can also save the statistics to view later. It allows you the freedom to make optimization decisions, similar to the work on the online platform.
7. Create New Builds –
One of the most fascinating features of Google Ads Editor is the potential to develop new builds offline. An upload in the Editor will not activate until it is posted. It is different then the online editor where all uploads go live immediately unless the status is Paused. It enables you to check your work before it is posted live. Most PPC managers use Excel to create campaigns, ad groups, keywords and ad copy. Excel is the best tool for campaign development as it is easy to sort, filter, organize, and measure the length of each field.
You just need to ensure that your Excel sheet has the right column headings, and you can easily import new campaigns to Editor. It is also possible to simultaneously build new campaigns and ad groups in Editor when you create keywords.
You can navigate to Keywords in the left column of Google Ads Editor to upload from the spreadsheet and click Make multiple changes.
It is easy to copy and paste from Excel. As long as the column headings match the entity name in Editor, then Editor will pick them up and know what they are.
Everything you need to know about Google Ads Editor (Version 1.8) Find and Replace:
One of the best features of Google Ads Editor is the find and replace feature. It is possible to replace text, change text, change capitalization, or edit URLs. Replace text is an important feature if you are looking to update an old ad copy or keywords etc. Append text is used to append URL tracking parameters to a URL or entity name. Change capitalization is used to change to title case, sentence case, or all lower case. Change URLs is a superb feature to set URLs, append text to URLs, or get rid of a URL parameter.
Critical Reminders –
By now, we hope that you know the importance of Google ads Editor. Before you begin an Editor session, make sure you get recent changes. You must always remember that Google Ads Editor is an offline editor. It would not know if changes were made by you or by someone else unless you get recent changes. Do not forget to post all the changes made to the editor before closing the Google Ads Editor app. More often than not, you would want to work in the online UI for many tasks. The editor would not be able to replace reporting, viewing graphs, checking to bill, and many other features in the online UI.
It is best to use both the online UI and Google Ads Editor for optimum performance. The editor has many annoying error features that are not fatal errors. Looking at a number of yellow error messages may be overwhelming for many users. It is best to think of these errors as reminders.
What’s new in the Google Ads Editor Version 1.8?
The latest version of the Google Ads Editor has been released and it includes the following changes:
1. Overview Page –
It is a view created in the Google Ads Editor which is similar to the Overview page in the online UI.
2. Auto-apply view for Recommendation –
It is a new view in Recommendations that permits the user to enable/disable automatic application of recommendation types.
3. Support for asset-based call extensions –
Asset-based call extensions are now supported by the Google Ads Editor.
4. Support for asset-based price extensions –
Asset-based price extensions are now supported by the Google Ads Editor.
5. Target CPA recommendations –
For certain accounts, Google will allow Target CPA bid recommendations for new Display, Video Action and Discovery campaigns.
We hope that the above points act as a guide on how to use Google Ads Editor and it will propel you to make it a part of your PPC strategy. Do you have any questions regarding the use of Google Ads Editor? Are you looking for a professional Online Marketing Services Company to handle your campaigns? Look no further and contact Nimblechapps today for a free quote.
Dhruvil is a marketer for Nimblechapps, an app development solutions company joining December 2014, based out of Sydney, Australia. He has worked briefly as a Branding and Digital Marketing Manager before moving to Australia. At Nimblechapps, he worked on Social Media Marketing, Branding, Email Marketing and Blogging. Dhruvil studies Business at University of Western Sydney, and also handles Operations for the company in Australia.