How To Advertise on Google: Using Google Ads Tools

Google Ad Manager, Google Ads, Google Marketing Platform icons

Paid search requires a comprehensive set of skills ranging from analytical data analysis to creative ad copywriting. Being proficient in each of these areas is a vital part of successful search campaigns, but that doesn’t mean you can’t make it easier on yourself.

Let’s delve into using the tools that are available within the Google Ads platform as well as the advantages of keeping everything within the Google sphere for easy compatibility.

Google Ads Editor

Google Ads Editor is a tool created by Google as another entry point into your accounts and campaigns. One of the more powerful uses of this tool is to bulk upload, edit, or import ads. You can make changes in the tool itself or download a CSV file to upload to Excel or Google Sheets and make your changes before re-uploading. You’re able to make changes more quickly and those changes are more readily visible.

No longer do you have to search for a mistake using filters; the tool allows you to undo or make changes before the final upload to your account.

Google Ads Editor is especially helpful for individuals or agencies with multiple accounts or campaigns. The ability to seamlessly switch between accounts, campaigns, ads or keywords saves time and limits the kind of frustration that can make you want to throw your computer out of a window.

Google Ads Scripts

Also immensely powerful are Google Ads scripts, which are available within the Ads platform. Never heard of them? Well, in a nutshell they are pieces of JavaScript code that help you automate your campaigns. They can be used to alter daily budgets, calculating how much has been spent so far and how much more needs to be spent to reach your budgetary goal. They can help you create reports, pause underperforming keywords and a lot more. You’re also able to connect and interact with external data as well, like from a Google sheet. Again, because Google Ads scripts are contained within the Google environment, they work seamlessly.

Google Ads Rules

While not as powerful as the above two tools, setting automatic rules can save you time and help you sleep at night. Within the bulk actions section, right next to scripts, lives automatic rules. From here you have lots of options that can help automate your campaigns and do some of the more monotonous work for you. In general, rules allow you to set certain limits or criteria that once met, trigger other changes like increasing budget or turning on or off campaigns. Similar to an ‘if, then’ condition in programming. One of my favorite rules to set is a campaign rule that emails me when a daily budget reaches a threshold higher than my preset limit. This acts as a failsafe in case anyone makes a change to a daily budget that is out of the ordinary. And while you also can have an overall budget for your account, keeping track of it on a daily basis is key to hitting your spending target.