Start your free trial now, and begin learning software, business and creative skills—anytime, anywhere—with video instruction from recognized industry experts.

Start Your Free Trial Now

Using the AdWords desktop editor


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Using the AdWords desktop editor

One great and easy way to save time when working on paid search in Google AdWords is to take advantage of their free desktop editor. Download and save the program to your computer, sign in with your AdWords credentials, and you can download your accounts, campaigns, everything. Work on your account, make changes, and then upload those changes to your account when ready. And the next time you log into your AdWords account, you'll see that they're there off and running. Let's walk through some of the pros and cons of using the AdWords Editor. Some of the pros. Changes you make are offline and wait until you upload them to the account.
Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

please wait ...
Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

Viewers: in countries Watching now:

Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Subject:
Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

Using the AdWords desktop editor

One great and easy way to save time when working on paid search in Google AdWords is to take advantage of their free desktop editor. Download and save the program to your computer, sign in with your AdWords credentials, and you can download your accounts, campaigns, everything. Work on your account, make changes, and then upload those changes to your account when ready. And the next time you log into your AdWords account, you'll see that they're there off and running. Let's walk through some of the pros and cons of using the AdWords Editor. Some of the pros. Changes you make are offline and wait until you upload them to the account. You can share potential changes as a draft and share with others.

You can see your entire account in one screen. You can download and view statistics in the Editor to help you make decisions. And, you can archive a copy of the account, in case your new strategy goes off the rails and you need to revert. Unfortunately I've had this happen more than once. Having a backup copy was a lifesaver though. One of the biggest pros and what I use it for most often, is that you can copy and paste entire campaigns, ad groups, keyword lists with just a few simple clicks. Even between other accounts. Another pro is that you can quickly add tracking or change ads.

You can copy and paste ad text, destination URLs, UTM code tracking, or add ad IDs. Find and edit duplicate keywords. This feature is awesome and my second most used. You can find duplicate keywords across the account easily. Honoring word order, match type, within a single campaign, or ad group, or group of ad groups. And across the entire account. Some additional pros, because you can never have too many. Adjust match text for many keywords at once, so if you wanted to change from a broad, to a phrase, from phrase to exact, no problem. You can find a replace text in ads or keywords lists, so, like if your promo changes, or if free shipping offer or sale, no problem.

You can navigate much faster offline than waiting for the online screens to load. So, cool. But we have to talk about the cons, too, because that's only fair. So some of the cons of the offline editor. You do need to log in after uploading large groups of changes to make sure that everything went okay. If you're an evil super villain, you can assume that everything went according to plan, but if Hollywood has taught us anything, it's best not to assume. AdWords labels aren't supported yet, technically. Wait for it. PLA, or product listing ads management options are limited. And you can only manage location and sitelink ad extensions at this time, no call or app support yet.

I highly recommend after you're comfortable with navigating through the web interface that you make this tool part of your regular optimization efforts. It will save you a lot of time and give you the ability to view more on your account at a time than just in the Web interface as well as work on your account offline holding changes until you're ready. Plus, it's free. So, go download it today.

There are currently no FAQs about Pay-Per-Click Fundamentals.

 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Pay-Per-Click Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK

Upgrade to View Courses Offline

login

With our new Desktop App, Annual Premium Members can download courses for Internet-free viewing.

Upgrade Now

After upgrading, download Desktop App Here.

Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your lynda.com subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Start your FREE 10-day trial

Begin learning software, business, and creative skills—anytime,
anywhere—with video instruction from recognized industry experts.
lynda.com provides
Unlimited access to over 4,000 courses—more than 100,000 video tutorials
Expert-led instruction
On-the-go learning. Watch from your computer, tablet, or mobile device. Switch back and forth as you choose.
Start Your FREE Trial Now
 

A trusted source for knowledge.

 

We provide training to more than 4 million people, and our members tell us that lynda.com helps them stay ahead of software updates, pick up brand-new skills, switch careers, land promotions, and explore new hobbies. What can we help you do?

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.