Free Automated PPC Bid Management (Thanks, Google!)

On Thursday, the Google AdWords team made this blog post announcing a new feature in the AdWords interface: spreadsheet editing. At first, I thought it was a pretty dull idea. I figured it was just a nice way for people used to PPC management in Excel to edit their accounts without having to bother with the AdWords Editor desktop tool. Big deal.

Then, they dropped a bomb. You don’t just input text and numbers into the spreadsheet fields. You can create formulas for each field. This is huge.

For example, instead of punching in a number for your keyword bid, you can punch in a dynamic formula. Want to make sure your keywords stay above position 8? Set your keyword bid formula to the “First Page CPC” cell times 150%. This is the kind of automated bid management people have been paying hundreds (if not thousands) of dollars a month for out of third-party tools. Sure, it’s not as granular as some of the third-party tools I’ve seen, but this method will do in a pinch for a lot of small to medium-sized businesses that can’t afford the tools. And it looks to be just as effective, provided you check up on your stats regularly.

I’m sure some fellow PPC geeks will be coming up with some other ultra-useful formulas soon. Got an idea? Let’s see them in the comments.

About Shawn Livengood

Shawn Livengood is a search engine marketing professional based in Austin, Texas. He has extensive experience managing pay-per-click ad campaigns for clients in various industries, from small home-based businesses to large international companies. You can connect with Shawn on Google+.
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2 Responses to Free Automated PPC Bid Management (Thanks, Google!)

  1. Pingback: Group Keywords By Relevance For A More Intelligent And Effective PPC Campaign - Computers - BLOGa.uni.cc

  2. Sylvain says:

    “That’s huge!”: that’s also what we first thought when Google announced the feature. Unfortunately, it simply doesn’t work because adwords doesn’t keep the formulas, only the value. In the end, the spreadsheet edit function is still just a way to avoid copying all your keywords into excel to do your mass modifications, and nothing more (but that’s still not bad).