Objective: Learn how to add, edit, and delete campaigns, ad groups, ads, keywords, and placements.

The Add Multiple tools enable you to add large numbers of keywords, placements, ads, or ad groups at once. These tools are available from the Data menu or on the tab tool bars. Simply type or paste a list of items into the tool to add them to the locations you specify.

For example, the Add Multiple Keywords tool enables you to add keywords to a single ad group, to all campaigns and ad groups, or only to the ad groups you specify. From within the tool, you can:

• Use the drop-down menus to select a specific campaign and ad group for your keyword additions.
• Select All Campaigns to add the same keywords to all ad groups in the account.
• Include campaign and ad group names in your keyword list. This option allows you to add keywords to specific ad groups in any campaigns, or to create new ad groups and campaigns for your keywords. If you enter campaign and ad group names that don't exist yet, the tool will give you the option of creating them.
• Replace your existing keyword list with the new keywords by checking the box labeled 'Replace the entire contents of destination ad groups with these keywords.'

You can add an individual campaign, ad group, ad, keyword, or placement several ways. The two simplest ways are:

• Go to the Data menu and select the type of addition you want to make. For example, to add a keyword to Campaign #1, go to the Data menu > Add New Keyword.
• Click the Add button on the appropriate tab. For example, to add an ad group to Campaign #2, select Campaign #2 in the tree view. Next, go to the Ad Groups tab and click Add Ad Group.

To locate and edit a campaign, ad group, ad, keyword, or placement, follow these steps:

1. Select the appropriate context in the tree view. This could be your account name or a specific campaign or ad group containing the item you want to edit.
2. Click the relevant tab above the data view.
3. Select the item you want to edit in the data view.
4. Make your changes in the edit panel or directly in the data view.

AdWords Editor gives you several options for editing multiple items at once. You can enter a list of changes in the Add/Update Multiple tools, or you can select items and edit them manually or with the advanced editing tools. (Advanced editing tools will be covered in the next lesson.)

Add/Update Multiple tools

The Add/Update Multiple Keywords, Placements, and Ad Groups tools enable you to edit, as well as add multiple items at once. When you enter a list of keywords, placements, or ad groups into the appropriate tool, AdWords Editor allows you to specify additions and edits. These tools are ideal for making long lists of specific changes to CPC or CPM bids, destination URLs, or ad group settings.

For example, here's how you'd update multiple ad group CPC bids using the Add/Update Ad Groups tool:

1. Prepare a spreadsheet or a list containing your ad groups and their new CPC bids, separated by tabs or commas. The columns should be in this order: campaign, ad group, CPC bid, content CPC bid (optional) and status (optional).
2. Go to the Data menu > Add/Update Multiple Ad Groups.
3. Select the second radio button to indicate you'll include columns with campaign and ad group names.
4. Select keyword or placement targeting for any new campaigns that will be added as a result of new ad group names in your list. (You can change individual campaigns later, if necessary.)
5. Paste your ad group list into the Ad Groups field.
6. Click Next to review the changes.
7. You'll see a list of new and updated ad groups. Use the radio buttons to accept or reject the changes.
8. Click Finish.

The Advanced Bid Changes and Advanced URL Changes tools enable you to change large numbers of CPC bids, CPM bids, and destination URLs quickly.

To use the Advanced Bid Changes tool, follow these steps:

1. In the data view, select the keywords, placements, or ad groups whose bids you wish to edit.
2. Click the Advanced Bid Changes link at the bottom of the edit panel.
3. Specify your changes. The options change, depending on which kind of bid you're changing. Options may include the following:
   • Increase or decrease your bids by a percentage.
   • Remove bids at the keyword or placement level so they use the ad group default bid (Keywords and Placements tabs only).
   • Constrain any of these changes so that bids do not fall below or exceed certain values.
4. Click Change Bids.

The Replace Text feature enables you to find and replace text in keywords, placements, ads, and destination URLs. Simply select the items you want to search, then run the Replace Text tool to make your changes.

For example, to find and replace a certain word in your text ads, follow these steps:

1. Select your account name in the tree view.
2. Click the Text Ads tab.
3. In the data view, select the ads you want to edit. To search and replace text in all your ads, go to the Edit menu > Select All.
4. Click the Replace Text link at the bottom of the Text Ads tab or go to the Edit menu > Replace Text in Selected Items.
5. Enter the text to be changed, the fields to be searched, and the new text.
6. You can select options to match case or whole words only and to preserve capitalization.
7. Click Find Matches.
8. Click Replace All to confirm the changes.

As with adding and editing, you can delete items individually or delete multiple items at once.

To make individual deletions, select the items to delete in the data view. For keywords, ads, or negative keywords or sites, click the Delete button in the tab tool bar. For campaigns or ad groups, change the status to Deleted in the edit panel. A minus sign (-) will appear next to deleted items in the data view.

To delete a list of keywords, placements, negatives, or text ads from various locations, use the appropriate Delete Multiple tool. These tools are available via the Data menu or in the tab tool bars.

To find and delete a list of items that meet specific criteria (such as underperforming keywords or text ads that contain a certain word), use Advanced Search. You'll learn more about Advanced Search in the View and Sort Information lesson.

You can copy or move keywords, placements, ads, ad groups, and campaigns. For example, you can copy text ads into a new ad group, or move an ad group into a different campaign. To copy or move items from one location to another, follow these steps:

1. Select the appropriate context in the tree view. This could be your account name or a specific campaign or ad group containing the items you want to copy or move. For example, to copy keywords in Campaign #4, select Campaign #4 in the tree view.
2. Click the relevant tab above the data view. For example, to copy keywords, select the Keywords tab.
3. Select the items to copy or cut, and go to the Edit menu > Copy or Cut.
4. Select the destination location in the tree view, and go to the Edit menu > Paste. To paste items into multiple ad groups, select the destination ad groups in the data view. Next, go to the Edit menu > Paste Special > Paste into Selected Ad Groups.

You can make the following changes to your cost and budget settings in AdWords Editor:

• Change your campaign budget.
• Change your ad group CPC or CPM bids.
• Change the CPC or CPM bids for individual keywords or placements.
• Change maximum CPA bids for ad groups in Conversion Optimizer campaigns.

After you download an account to AdWords Editor, the contents of the campaigns are stored on your computer. Before you begin a session of editing a previously downloaded account, it's a good idea to make sure you're working with the most recent version of your campaign information.

To download and review any recent changes that might have been made since the previous download, click Get Recent Changes in the tool bar.

Here's an overview of what you'll see once the download is complete:

• Recent changes downloaded from AdWords (also called account updates) are highlighted in green.
• Unposted local changes (changes made in AdWords Editor) are highlighted in purple.
• If your local changes conflict with the downloaded changes, these items will be highlighted in red.
• To isolate updates, local changes and conflicts, use the View menu just above the tabs. Here you'll find options for viewing:
  • All unposted local changes
  • Account updates only
  • Account updates with unposted changes only