PPC

AdWords Editor 12: Everything you need to know

Last Updated: September 1, 2017 2

Google has launched AdWords Editor 12, the latest upgrade to its essential software for sophisticated PPC practitioners. Complete with a new look and a raft of useful features, it is a welcome upgrade and marks the biggest improvement to the platform since version 11.0 launched in 2014. Below, we have summarized everything you need to know about AdWords Editor 12 and also delved into what this update tells us about Google’s current and future strategy. What is AdWords Editor? AdWords editor is a free, downloadable application that allows users to edit campaigns in minute detail outside of the AdWords platform. This has the advantage of providing more control over edits, but also the very significant ability to work on campaigns even when a user is offline. Originally released in 2006, the pace of improvement has relented a little of late. AdWords Editor 11.0 was released way back in 2014, bringing with a raft of much-requested changes like the ability to make bulk updates to multiple ad groups or campaigns at once. We have seen helpful improvements since then all they way up to version 11.8, particularly the ability to connect up to five AdWords accounts to one email address, added late last year. Nonetheless, we have been kept waiting until now for an update worthy of the version 12 moniker. So, what’s new in AdWords Editor 12? First impressions are, as is so often the case, guided by aesthetics. Editor has a new look that aligns it with the rest of Google’s product suite, which is a surprisingly late alteration for a company so committed to consistent cosmetics. The importance of this contemporary mien is confirmed by Google’s own announcement, which led with: “AdWords Editor 12 offers a fresh look and new features.” But let’s dig deeper and get to those “new features”, as there is a lot below the surface that is worthy of examination too. Maximize conversions bidding support: The ‘maximize conversions’ bidding option was released last month on the web version of AdWords, so this is hardly a surprising launch in version 12. Even so, it is still very welcome and provides the option for users to allow Google’s advanced machine learning technology to set bids automatically within real-time bidding auctions. This means advertisers can get as many of their defined ‘conversions’ as possible for their daily budget. Available at the campaign level within Editor, maximize conversions is found within the ‘Bid strategy’ drop-down list: Custom rules: AdWords Editor now includes a host of custom rules, designed to ensure advertisers follow Google’s lengthy list of best practices. Editor will now let users know if their campaigns fall below Google’s standard before they are uploaded to AdWords. This…

Source: AdWords Editor 12: Everything you need to know

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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