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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.
Many of the most terrifying moments of your life probably revolve around opening up something up on a digital device and finding that it's either gone, or not the way you left it. Accidentally deleted files, computer crashes wiping out unsaved changes after hours of work, hard drive malfunctions and others interfering with everything that you just did, are just a fact of life. Hopefully you run regular backups on your various systems so that recovery is as painless as possible. And AdWords should be no different. When you have lots of different people accessing and making changes to the same account, bad things can happen, and the AdWords Editor makes it easy to save the day when they do.
AdWords Editor Archive Files, or AEA files, can be created really easily from the AdWords Editor. Just like you save as you go when working on documents. You can create backups on a regular basis. Just click File > Export Backup, and choose to either Backup All or specific parts of the account. When bad things happen, you can then import that AEA file as an account snapshot, and get a summary of all the differences between the two. This lets you easily review everything that's changed, recovering what was lost, and leaving the good changes to stand.
And if you or your organization are using a backup solution for the files on your computer or in your network, make sure to save those AEA files to a location that's included in your backup. That way, you've got double the protection to keep your AdWords account clean and current. If you happen to be an agency working on lots of client accounts like we are, then making regular backups of all your client accounts part of your workflow can really save the day when the inevitable happens. One of your employees makes some mistakes. Someone at the client organization logs in and undoes all your work, or any number of things messes up months of great performance.
With regular backups, you'll always be just a few clicks away from being back on track.
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