I have have to drop in a comment about how much I love the Google AdWords Editor for PPC management. The reason is because they are always adding small improvements that display a constant awareness of how SEM campaigns are built, managed and optimized. Case in point: to optimize well, it’s a good idea to run search query reports that show you the keywords that people actually used that resulted in a click to the site (and hence a charge). These often reveal irrelevant keywords so you need to add them to a "negative" list to filter them out of the keywords you pay for your ads to show on. Any-who, when adding these new keywords, you have to add them to each campaign. Sometimes you want to add them indiviudally to campaigns or adgroups, but sometimes they apply to the whole account. In the past I would copy and paste to each campaign. But a small enhancement makes it easier to add across campaigns.
AdWords Editor is filled with all these small considerations, some of which make it much easier, and others you just save a few minutes. But it shows a remarkable attention to all those little things that make optimization easier. Now after my little love note, do you think they’ll wear my letter jacket?
