Bulk actions with ads in Google Ads – ppc.world – ppc.world

Bulk actions allow you to manage several elements in your account at once and save our time significantly. In this article, we will look at Google tools that are suitable for solving such problems. I’ve already talked about the mass action tools in Yandex.Direct.

For quick and convenient creation of advertising campaigns and their elements, as well as almost any wholesale operations, Google Ads Editor provides Google Ads Editor. I use the Google Editor for bulk actions 9 out of 10 cases, but I still make some edits through the web interface.

Editing in the web interface

Here the algorithm of work is extremely simple:

1. Go to your account and select the level we need in the “list of types” menu (the second column after the campaign tree). Available:

  • campaigns (for example, we will select them);
  • ad groups;
  • announcements and extensions;
  • keywords;
  • audience;
  • settings;
  • location;
  • schedule for displaying ads.

2. Check the boxes of the elements in which we plan to make edits. In our case, these are the campaigns: “Test_Search_Msk” and “Boats_Poisk_Msk”.

3. Above appears the edit menu with the “Edit” button. We will take a closer look at this section.

Edit menu

Functions in the “Edit” section of the edit menu

Copy paste: Copies and pastes the selected item. Convenient for A / B testing.

Enable / Suspend / Remove: Allows you to turn off phrases, ads, groups, campaigns, and other items and targeting.

If the AC has passed moderation and activation, then it can no longer be deleted. When you click on the “Delete” button, you send the AC to the archive, and you will not be able to return it back from there – only view it.

Therefore, for campaigns and groups, I use a different approach: I add to the name of the campaign or group that I no longer plan to use, the word archive_ and stop it, not delete it. And if I ever have to start an RC or group back up, I do it without any problem.

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Edit budgets: allows you to bulk edit budgets, available only at the RC level. How to change budgets:

1. Choose one of three options:

2. In the “Filter by” item, select the type of budget:

3. Set the value (for example, 100 rubles) and click “Apply”.

Set the value

Change your bidding strategy, change your conversion settings… Functions that change the strategy and allow us to select the imported conversions that we will use in the RC.

Bid strategy

Create an automated rule… You can read more about the rules in the help.

Automated rule

Add to campaign group: allows you to combine RCs into separate groups. Not to be confused with ad groups!

A campaign group is a collection of campaigns with an overall KPI. It can be used to measure the overall success of campaigns with similar goals. You can read more in Google Help.

Change targeting… There are two options available here:

  1. Add negative keyword lists.

  2. Add excluded placements lists.

At other levels (groups, phrases, audiences, etc.) in the “Change” menu item, you can bulk change and edit other functions and objects. For instance:

  • At the group level, you can change bids, rotation, tracking templates, and more.

Ad group level

  • At the keyword level – bids, keywords, match types, final URLs, and more.

Keyword level

Ads level

That is, at different levels, we can only change the elements that are at this level.

Therefore, pay attention:

  • to navigate through the advertising account;

  • levels in the tree of accounts;

  • menu “List of types”;

  • objects from the “Data Viewer” that you select before calling the “Modify” function.

How to make changes using bulk uploads

Bulk upload allows you to add new items to your ad account. It can also be used to efficiently change keywords, ads, ad groups, campaigns, and product groups (for Shopping campaigns) in your Google Ads account.

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The principle is this:

  1. Download the table with the selected elements. We get everything in standard and convenient Excel or Google Sheets files.

  2. We add edits to the table. You can add new phrases, groups, ads, but not advertising campaigns.

  3. We load back and check the changes.

This feature saves you a lot of time: you download the spreadsheet, make changes without an Internet connection, and then upload the updated spreadsheet to your account. After that, all adjustments are applied automatically. Bulk loading allows you to quickly respond to problems and opportunities for optimization.

From google help

I think this is relevant for those who prefer to work in Excel and in the web interface, rather than in the Google Ads editor, and who have a lot of data.

This approach has many limitations, breaking which you will get errors in the campaign instead of the expected edits. And, in my opinion, the method is not the most popular. So, I contacted Google support, and the manager did not immediately understand my question about editing such a template.

How do I use bulk uploads?

  1. In the campaign tree, click “All campaigns”.

  2. In the “List of types” panel, select the desired level (for example, “Ads”).

  3. You do not need to select any items in the data view.

  4. Click the “Download” button in the toolbar.

  5. Select the type of report. It is more convenient for me to work with the XLSX format.

Report type

As a result, we get the following table:

Table

You can add new lines to it and load back. To add a keyword, ad, or any other object, create a row in the downloaded table.

As you can see, there are no keywords in the screenshot above. Here the principle is the same as when making massive changes via the “Edit” button: if you need to make edits to the keywords, then the report must be downloaded in the “Keywords” section.

Important restrictions:

  1. If you do not specify a value in the “Status” column, the object will be active by default.

  2. Do not change or delete the header row that contains the column names.

  3. You cannot change an existing keyword or its match type, in which case the old keyword is deleted and a new one is created.

  4. You cannot change the text of an existing ad: the ad is also deleted and a new one is created.

  5. Some columns cannot be changed as they are only used when creating a campaign.

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In practice, for some reason, such tables do not always work. For example, you added new elements, but they are not loaded into the RC. The solution is to download the templates for these tables.

  1. Click on the “Additional” – “Download” section:

    Loading

  2. Select the item “Download ad templates”:

    Templates

  3. Download and fill in the template.

Again, this template can only add new elements to existing campaigns, but not create new ad campaigns. Therefore, always fill in the AC column in the downloaded templates, otherwise the edits are simply not imported into the web interface.

Unfortunately, this method did not work for me in all accounts. Therefore, for the readers of ppc.world, I have prepared separate templates, you can pick them up by following the links:

The results of downloads can be tracked in the “Bulk Actions” menu item:

Bulk actions

For those who do not work with either of the three options, I recommend installing Google Ads Editor.

A little about API and scripts

For advanced users, Google Ads provides an API for creating unique ad management applications. Learn more in Google Help.

You can also work with scripts. They allow you to automatically make changes to your account.

The methods are good, but they require competence. Typically suitable for large advertisers and agencies.

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