Your Google® Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics, and Website Optimizer

Chapter 5. AdWords Tools of the Trade

A carpenter, a dentist, and an auto mechanic are all good with their hands. They've been tutored and mentored, and have mastered their skills to perfection. Most have the certifications to back it up. Some carpenters are just naturals and can do anything with their hands. A top auto mechanic knows about all there is to know about cars. All these folks use the tools of their trade to do their jobs. As an online marketer, you also need to use the tools of your trade to become the very best there is, and make yourself and your clients lots of money.

In this chapter I'll demo a number of tools available both within and outside AdWords. You'll learn about the critical Conversion Tracking tool, the My Change History tool, and Google Ad Planner. The first tool I'll cover is one you could very well use as often as the AdWords online interface; this is Google AdWords Editor.

Google AdWords Editor

AdWords Editor is a free downloadable program that enables you to manage your AdWords account offline and from your desktop. With it you can make bulk changes across multiple campaigns, including budget changes, keyword bid adjustments, and new ads. You can write notes, download bulk spreadsheets, and propose changes to other colleagues who may work together with you.

The best feature of AdWords Editor is that all the changes happen locally, on your computer. Only when you are good and ready will your changes be posted live to your account, and you don't have to ...