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Chapter 7. Using Tools, Tips, and Tricks of the Trade

in this chapter

• Working with offline editors

• Managing keyword traffic

• Placing demographic bids

• Using geographic targeting

• Structuring content network campaigns

• Picking an analytics program

Every industry has insider tips and golden bits of information to make your job either easier or more efficient, and the world of pay per click (PPC) is no different. In fact, because PPC can be so granular and complicated, you can find a lot of tools (some of them free) to make managing a PPC account much easier on yourself.

In this chapter, I introduce some of the most popular tools and practices used by experts in the PPC industry. Not every tool is required for every campaign, but based on your PPC goals, you should be able to determine which of these tools may work for you.

Using Offline Editors

Both Google AdWords and MSN adCenter have offline editors that allow you to see your entire account and all your campaigns, ad groups, and keywords without having to wait for pages to load or multiple screens to click through. (Yahoo! Search Marketing doesn't offer an offline editor at this time.)

The editors are organized a little differently, but they have the same purpose: to enable you to make PPC edits faster and more easily than you could otherwise.

To use an offline editor, you load the program and the account you want to work on. (If you load the account without many of the stats and go for a basic download, the process is even faster.) Then you can ...