Chapter 9 : Creating Effective Ad Groups part 2

Editing Elements of an Ad Group
After you set up your Ad Group, the work begins. Rarely does an Ad Group run
for long without issuing a call for maintenance. That call might derive from
your examination of your Ad Group’s performance. You might be pressed into
action by Google’s clamping down on an underperforming keyword. You might
discover that a lower-than-expected conversion rate at your site is resulting
in a negative ROI for your campaign, and you need to revise your bids in several
Ad Groups.
Whatever the reason for tweaking, you will eventually find yourself needing
to know (quickly, sometimes) how to edit your ads, keywords, and maximum
bids.
Editing ads
You use the same screen to edit, delete, and create ads in an existing Ad Group.
Editing and creating ads are essentially the same process. In this section, I concentrate
on editing as a way of modifying an ongoing Ad Group.
If you choose to create a new ad, which can also be an effective way to try
out a different wording or a new landing page, Google runs both ads concurrently
against the same keywords and shows you each ad’s distribution percentage.
Running two ads in one Ad Group might seem like a less precise type
of marketing, and it would be if there were no way to determine individual
statistics for each ad. But you can easily break apart the data of concurrent
ads in the Reports section (see Chapter 8).
At any rate, in this section I walk you through the mechanics of editing an
existing ad. Follow these steps:
1. In the Control Center, click the Campaign Management tab.
2. In the Campaign Name column, click the campaign that contains the
Ad Group running the individual ad you want to edit.
3. Click the Ad Group containing the ad you want to edit.
4. Click the Edit link next to the display of the ad you want to edit.
When the Ad Group has only one ad, the Edit link is positioned above
the statistics table, next to the display of your ad. If multiple ads exist,
the Edit links appear with the display of your multiple ads, below the
statistics table, as shown in Figure 9-2.
162 Part II: Creating and Managing an AdWords Campaign
5. On the edit screen, make changes to your ad.
As you no doubt recognize, this screen is the same as the ad-creation
screen. Type your edits, and watch the display lines change when you
click out of the edit box.
6. Click the Save changes button.
Your ad begins appearing in its new version immediately.
Of course, you may delete ads instead of editing them. Doing so is a one-click
process, and that click should be directed at the Delete link below any displayed
ad on your Ad Group page. Deleting the only ad of an Ad Group does
not make the Ad Group implode and vanish. (You must select an Ad Group
and click the Delete button to obliterate that Ad Group.) If you delete the sole
ad of your Ad Group, you are no longer marketing to keywords of that Ad
Group. But the Ad Group structure remains in your campaign, waiting for you
to create a new ad for it.