AdWords Spreadsheet Edit Feature Sunset

[sbaylor]

So I just learned that a tool that I use to modify keyword bids, the AdWords spreadsheet feature, is being sunset on May 30.

The reason this is so important to me is that I use spreadsheet formulas to modify bids in each ad group based on a set of rules that I implemented into the formulas. The bulk edit feature doesn't allow me to quickly edit keyword bids over large groups of keywords in an ad group.

Does anyone know of a way to export the keyword bids into Excel so I can make the changes, then import the changed bids back into AdWords?

Otherwise, I'm going to have to go to some kind of bid management tool, which means selling the CFO on an extra expense.

Suggestions?

[sbaylor]

Sorry, all.  I just found a Google AdWords Help page that explains how to round-trip bids (export-import) via CSV.

https://support.google.com/adwords/answer/2477116

[john4math]

I always export and import via Adwords Editor... it lets you see the changes and places impacted by the import before making it live in your account.  It's always good to double check import data for errors!  Adwords editor also makes account management easier in a multitude of different ways.  You definitely do not need a 3rd party bid management tool for this.  Read more about Adwords Editor here.

[sbaylor]

John:

Unfortunately, for my needs, the bid management functionality in the AdWords Editor isn't any better than what is in the online version.

I need to look at the first page estimates for each keyword and determine whether I want to implement that bid, bid slightly higher than that bid, bid at some level between my minimum and their first page estimate or keep it at my minimum. I can do all of this via formula in the Google Spreadsheet, or as I learned earlier, via a slightly more complicated process using Excel, but I can't apply my formulas to thousands of keywords at a time in either the online app or in the AdWords Editor.

My strategy doesn't involve overbidding for the top spots. Google will allow me to raise my bids above the minimum in the editor and online, but what if the first page estimates drop? Neither of those tools dare even mention what happens if the price goes DOWN, because that takes money out of Google's pocket (ostensibly, because by only being able to raise the bids, I'm now bidding on a higher position than I desire).

I think I've got the import/export turnaround working. It's a hassle, but I'll get it down to a science in the next few days and be able to keep control over my bids.

[john4math]

Using these estimates initially sounds valid, but once you run things for a bit I would think you'd want to optimize based on your own performance.  Usually different ad groups and keywords will settle into a bid and ad position that works for them.

I've never tried to optimize to Google's first page estimates before.  As they're estimates, I would feel a little shaky relying on them like this.  But if it's working for you, go for it!

[sbaylor]

The reason that it's working so well for me is that it allows me to keep my bids in the positions that I want no matter what the competing bids are doing. I've used this formula-based approach for years, and while I sometimes have to adjust the variation off of the first-position estimates, I've found that it holds true across the board, and as such, I can nimbly adjust the keyword bids for tens of thousands of keyword in a few minutes. I can also run a far more complicated formula that tells me whether prices are going up or down across thousands of keywords. It's not all that complicated if you have a decent grasp on spreadsheet formulas.