The most important aspect of PPC is testing. Test test test. There is no such thing as the best, only the “optimum for now”. This means we are always changing elements of the account, from ad copy and keywords to account structure to drive better quality traffic or drive down CPA! Keeping track of these changes is critical to judge their effect and making sure your account is always improving. This is where Adwords labels comes in.
Labels allow you to assign custom categories to items in your account as you can see below:
You can then search and organise your account with the various labels you have chosen. This makes it very simple to deduce the effect of your changes because you could, for a very basic example:
- Assign “Ad copy Test 1” as a Label and run one set of ad copy across multiple campaigns setting a reminder to pause after two weeks (or when you have collected sufficient data). You should include what you labelled the changes in your reminder for next level tracking skill.
- Search for and pause the “Ad copy Test 1” ads, analyse what worked and what didn’t then use that information to create “Ad copy Test 2” ads.
- Rinse and repeat.
Nothing revolutionary there but you can see how Labels make things easier. However, because these kind of tests are the bread & butter of PPC they are being carried out all the time. This is why I am amazed that they aren’t in the Adwords Editor! This would really speed up the process of labeling changes a great deal.
It’s been really bugging me that this isn’t a feature, and keen to find out if it was going to be around any time soon I reached out to Google:
So spurred on by this less than helpful reply I became determined to come up with some kind of work around. Grabbing some sellotape, blue tac and some nous I patched together a solution using..wait for it..Comments! Yes that’s right, that humble function in Editor crept out of the basement and into the limelight.
How it works
Just as in the example above, of how you would assign a label to some ad copy and then use that to search for it again, comments provide the same functionality. Let’s say you want to split test some new ad copy:
- Create the ad and then jump into the comments section found below:
- Write something to help you find it again. This part is important – having a sensible naming convention makes the whole thing a lot faster (Labeling best practices and creating a tracking document will be covered in a future post).
- You can then search for these comments in the Editor using the advanced search function (shown below) and hey presto, you have hacked together your own labels function.
Filtering by Comments
- This method of sorting can be done at keyword, ad group and campaign level
- You can use multiple comments on the same elements
- IT IS AVAILABLE IN EDITOR
- You can’t search these comments in the MCC so it really is confined to operating in Editor. To make is easier to judge the effect of your changes you can just download statistics for the dates your changes have been running and then export to Excel to pivot table that data!
- You can’t search for MORE than 1 comment at any given time
- You do have to use the search function as opposed to having it available as a column.
- As they aren’t available as a column you do need to keep track of it carefully in order to be able to search for it later on.
So there you have it, a method of custom organizing items in the Editor, and until Google decide to, this workaround could be what you need.
If you can think of drawbacks or other applications using this method please don’t hesitate to get in touch firstname.lastname@example.org or tweet @GbisBD.