Something every SEM Manager should know about AdWords Editor
May 12th, 2008
The other day, I ran an AdWords keyword report for one of my clients, and the report indicated that some keywords were inactive. So I went into AdWords Editor to check the keywords and saw that all the keywords were active. So then I thought, “OK, I need to download recent changes in editor.” I downloaded the changes and the keywords still said “active.” Weird, right?
Don’t pigeon-hole these sorts of problems, should they arise. To achieve search marketing greatness, attention to detail is crucial (..and thus spoke Zarathustra). I removed the client’s account from my editor and re-downloaded the account. Then and only then did I see the TRUE status of the keywords.
Moral: Periodically remove and re-download your accounts to see true stats. Hitting the “Get Recent Changes” isn’t enough. Of course, I know the prospect of doing this doesn’t sound fun, not to mention that it’s time-consuming for large accounts. (My best advice: go out and buy one of those paddle balls. Use it while your accounts download each time. Eventually, you will become a master at paddle ball, the coolest guy in the room, the life of the party, everyone will like you, etc.) Without doing this, who knows how long it’ll be before you realize some of your most important terms received zero traffic all due to a simple software glitch. By the way, the same goes for min. bids. These won’t update either unless you re-download the account.
Posted in Search Marketing by Dani Shalmone | |
