le Ads Features to Streamline Your Workflow

You probably spend a large part of your work week as a PPC Manager working with the Google Ads interface.

You can work more efficiently by using several built-in features. These include reducing the time it takes to access data, and speeding up bulk editing so you can concentrate on larger tasks.

This article will show you how to use some examples in the web interface.

1. Views saved

Previously known as Workspaces (formerly Workspaces), Views allows you to save a list of filters which will be carried over when you navigate from one section of the UI to another.

They are different from saving filters in the data table which resets when you move to another section. These can be useful when you want to access multiple campaigns quickly without having to apply filters manually.

Select Save at the upper-right to create a new view. You’ll then be prompted to save and name your view.

In this example we create a filter that will allow us to view all campaigns aimed at North America.

You can apply multiple filters to narrow down the view you want to see.

You can display saved views in the future by selecting Views and then choosing the desired view.

2. Custom columns

Custom columns allow you to create metrics that are unique to the UI. This allows for data segmentation beyond what is available by default, or formulas can be used to define advanced metrics.

To create a column that is unique, click the Columns icon above the table of data in the UI. Then select Modify columns.

Select the + Custom Column button at the upper-right section of the window.

Segmenting conversion actions into individual segments is a popular way to use custom columns.

You can, for example, create columns for both the free trial and the demo.

Add the Conversions columns and then filter the Conversion Action by using the right-sidebar.

Select multiple conversion actions and group them together.

To see more metrics, you can select the Conversion Rate and Cost per Conversion metrics. You can then filter them to specific actions.

Formulas are also a great way to get more complex data into the UI. You can make your formulas as complex as possible by adding custom logic. However, you may find that some basic formulas provide more useful data.

You can see, for example, how the average daily cost compares to the budget you set each day. This will help you determine if you are spending too much or not enough.

3. Saved column sets

You can also save columns that are most relevant for the campaign you’re looking at.

If you want to track multiple conversion actions you can create a column set with a customized breakdown.

Saving column sets will also help you avoid the frustration of having to deal with Google Ads’ arbitrary default columns.

After creating the columns dropdown, you can select the column sets you need quickly instead of adding them manually each time.

4. Policy Manager

You’ve probably had to appeal ad-approval issues if you’ve managed Google Ads campaigns.

You don’t get notified by default when an appeal is approved. It’s also a hassle to have to sort through “approved limited” and “disapproved” ads on the interface, especially if you’re dealing with several policy issues at once.

Be careful not to appeal the same issue over and over again, especially if you are waiting for the response of the first round. The Policy Manager provides a central place to track appeals.

You can access this section by selecting Policy manager in the top bar.

You can view current violations on the Policy Questions page.

You can see on the Appeal History the status of the appeals that you have filed, the date, and whether the appeal was successful or failed.

5. Exclusion lists for negative keywords and placement

Negative Keywords is crucial for controlling spend and ensuring the relevance of traffic during search campaigns.

Negative keyword lists allow you to mark unwanted queries quickly and efficiently across your account, without having to add each one to a campaign.

You can create as many negative keyword lists as you want per account. Consider categorizing them according to your campaign structure.

You may, for example, have a negative list of all obvious junky queries you wish to exclude from your campaigns and a list of brands that you apply only to non-branding campaigns.

The same exclusion lists apply to video and display campaigns. You can choose from a variety of placements including mobile apps, websites, YouTube channels and YouTube videos.

You can access both from Settings and Tools in the top navigation bar.

6. Automated scripts and rules

Automated rules can be used to automate bulk actions, notifications and simple bulk actions.

You may, for example, want to pause your campaigns during a long weekend. Then you can enable them again afterward.

A rule can also be used to label keywords after they’ve been converted, so that you know which ones have done it historically.

Rules can be used to send notifications. For example, when a campaign spends more than $10,000 within a 30 day timeframe.

Google Ads Scripts offers more advanced options to perform bulk actions, campaign monitoring and more complex bulk operations.

Many people have already created scripts you can use.

7. Asset library

You can access the asset library from the em>Tools and Settings/em> dropdown on top navigation bar. You can access this section by clicking the Tools & Settings menu on the top navigation bar.

You can upload images in advance for use as a display ad or Discovery ad.

Create folders for organizing assets into categories and searching for specific items.

You can also view audience insights at the top level for assets that have enough data to see who is most likely to respond.

Get started with streamlining Google Ads.

We have covered several sections in Google Ads which allow you to review custom data more easily, save time by accessing reports, and make bulk edits.

Take some time to explore the interface. Think about how you can use these features for your account.

• What columns can you add to your KPIs for business?
• Use negative keyword lists or placement exclusions lists to prevent ads from appearing where you do not want them.
• Do you have any rules to help you better manage your campaigns or alerts for anomalies?

Google’s announcements and support section are a good place to keep an eye on, as the names and locations of these features can change.

Dig deep: Five hidden Google Ads areas you may not have known about

The article 7 Google Ads Features to Streamline Your Workflow first appeared on Search Engine Land.