Friday, December 28, 2007

Adwords Editor Advanced Bid Changes

The Adwords Editor makes it fairly easy to do advanced bid changes by searching for adgroups or keywords that meet criteria you specify for a certain date range and allowing you to increase/decrease bids by specific amount or percentage. For example, say you have a lot of data at the adgroups level and want to sort through your data to raise bids on better performing adgroups. Your target cost per conversion is $30, so you want to find all adgroups that have generated 30 conversions or more at a cost per conversion less than $30. What you do is this:

Start the Adwords Editor and get a copy of your account.
1)Click the "Ad Groups" tab.

2)Click the menu item for "Showing stats for:" There's a pie chart icon next to the text. It is next to the "Post Changes" item.

3)Input the date range over which you're checking your account.
Wait, the Adwords Editor should start filling in data next to all your adgroups with conversion data. (I believe Adwords will edit this a bit in the future. It takes a long time, it's not clear when the account is gathering data, and it's not clear when the account is finished gathering data.)

4)After all of the Adgroups show information, click the "Advanced Search" link at the top right. Set the criteria in the bottom of the window that pops up for "Conversions greater than 30" and "Cost per conversion less than $30."
5)A filtered list of adgroups should show up. Click the first one, scroll down to the bottom one, hit "shift + click" and it should select all of the adgroups (if you're using a PC).

6)Click the "Advanced Bid Changes" link in the section underneath the adgroups list. Be careful there is also an "Advanced Content Bid Changes" link - you probably don't want that one. (Another thing that sucks about the Advanced Search feature is you can't separate out data for the search and content networks if you have them turned on at the same time within the same campaign. Hopefully Google will do something about that.)

7)Choose how much you want to increase bids (20%, $0.20, whatever).

8)The editor will increase those bids, and then all you need to do is post your changes.

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