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Ready to take the next step with AdWords? David Booth presents tips and tricks used by expert practitioners at his company Cardinal Path to improve their AdWords account management, organization, and reporting skills. First, you'll see different ways to use AdWords' labels, filters, and automated rules to improve visibility into your accounts. Agencies and freelancers managing multiple accounts will love learning how to use the My Client Center (MCC) features of AdWords—which provide a unified view of all your accounts in one place. Next, you'll learn how to save tremendous amounts of time with the AdWords Editor, where you can perform bulk edits, get rid of duplicate keywords, and create new campaigns extremely efficiently. Plus, you'll learn about the Auction Insights data, which will help you see how you stack up vs. the competition. Last, we'll dive into AdWords scripts and useful analytics and custom reports for evaluating Quality Score, attribution, and other key metrics and components of your AdWords account.
When you grow your account with new campaigns and ad groups and then you start refining, it's pretty common that you end up with the same keywords appearing in more than one place, especially if you have multiple collaborators. When this happens, if your ads are eligible to show for multiple bids within your account, you actually end up competing with yourself. This can lead to increased cost per click, as well as increased overall costs. In can be cumbersome to use the online interface to look for these duplications. But in the AdWords Editor it's easy.
Just use the Find duplicate keywords feature under the Tools menu to get started. You'll notice that you can first choose which campaigns and which ad groups you want to search through. And you also have a few advanced options on the right. Keep in mind in situations where campaigns have no chances of competing with one another. You don't have anything to worry about. For example, if you have one campaign targeting one geography. And another campaign targeting a completely different geography. It's perfectly fine to have those same keywords in both campaigns.
The word order option let's you find key word phrases that contain either exactly the same order of words or open it up to matches between the same words but in different orders. You can also restrict the results to the exact same match types or restrict them within the certain add group or within a single or selected campaigns. Last, you can exclude deleted or pause campaigns in ad groups with the optional check boxes. If I leave this to strict match types and word order and I look for duplicates within my same ad groups, you'll see that we're doing a pretty good job at keeping on top of this.
But if I go back and open this up to duplicates within the same campaign instead of ad group, I've got something to take a look at. Here, I've put in a dummy ad group number one, to show how this would look. And if this were real, two ad groups, both targeting Boston, and in the same campaign, might be competing with each other, and costing me money, and efficiency. Making this quick check a part of your regular management workflow can ensure that you're not running into any of these issues with duplicate keywords. And AdWords Editor makes the process painless, fast, and easy.
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