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Optimizing AdWords for Large Scale Campaigns

By on Nov 13, 2014 in AdWords | 0 comments

With Christmas just around the corner many advertisers are really ramping up their efforts to bring in as many customers as possible.  Part of these efforts includes buying ads at scale and making sure to get them in front of as many people as possible.  Unfortunately, this process can be quite labor intensive and time consuming.  Google has recently announced some changes that will help advertisers to complete these tasks more quickly and easily than ever before.

Bulk Editing within AdWords

One major change that they are making is related to performing bulk edits within the AdWords platform itself.  There are some new tools that allow you to make changes to the settings and some extensions on the ads in one place, and have it effect a variety of campaigns and ad groups within your account.  This will help to dramatically cut down on the time it takes to have your ads properly optimized.

You will be able to select one or more of your campaigns, and then make the changes you desire all at once.  For many larger advertisers, this can cut out hours of repetitive work that would have previously had to take place.  You can see a screen shot of this new feature from Google AdWords here:

AdWords 1

Uploading Changes in Bulk

Many advertisers plan out their strategies outside of the AdWords platform and then upload them by using some type of spreadsheet (csv, tsv, xls, ect).  This is a great way to get the work done quickly and easily for many customers, but if you need to make changes to a variety of campaigns, it would still require separate uploads in many instances.

The updated system is now far more intuitive, and allows you to upload multiple spreadsheets at once, and direct them to the proper campaign or ad group as needed.  This is great for things like seasonal keyword targeting and other similar tasks.  The new system will even identify how many changes are being made and let you know ahead of time so you can be sure the update goes through properly.  Here is a screen shot of this updated system:

AdWords 2

Improvements to AdWords Scripts & Other Tools

The last area where Google has announced updates is with their AdWords Scripts.  The change will allow you to use this feature more effectively across different accounts.  For many advertisers this will make it so you can generate javascript code to repeat different tasks and settings across different customer accounts, which can really help to speed the process along.

For example, you’ll be able to quickly make adjustments to the text within ads.  You can also insert different links into them and make many other bulk style changes by simply using these AdWords Scripts.

One customer that used this new feature in beta testing reported that they were able to cut their workflow time by 60% by implementing each of these changes.  Clearly, this is quite a bit of saved time that you will be able to spend doing more productive things for your business.

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