CPA = Cost Per Acquisition – the primary goal on ecommerce accountsįor the purpose of this document, all conversion goals will be referred to as CPA since technically both are acquisitions, whether a customer is actually converted or not.īefore getting started, it’s important that you are always working towards a target CPA.CPL = Cost Per Lead – the primary goal on lead generation accounts.This is the bare-minimum and analysts have flexibility on how many times the optimization process can be conducted. This process should be followed at least once per week. To find formula words in your account, use the basic search box above the data view.The purpose of this document is to offer bid optimization guidelines for Adwords / Bing campaigns. There was no change, because the Replace Text tool doesn't find literal formula words. Suppose you specify the following replacement on the Text Ads tab. If a field contains a formula word, Replace Text won't find it. In the example above, you could select 'Headline' to make sure the edits only apply to the headline field.Ģ. To contain your edits within a particular column, you can select the column in the drop-down menu in the Replace Text tool. If you have the same text in your headline field and the description line field for a given row, both will be replaced. You're not asking it only to edit the headline field. For example, if you put in your 'Find' text, you're asking the tool to find and edit the text that appears in the headline field, wherever it appears in your selection. When you insert a formula word into your text to find or replace, be aware that the tool looks for words, not just fields. Note that the Append Text tool is another way to simply add a word before or after the existing text in a particular column.įinally, here are two cautionary examples:ġ. Using the formula word on this tab would have the result below. For example, on the Ad Groups tab, the ad group name is the only editable text field. Remember, the editable fields change for each tab. If you ever need to do this, you can use the formula word. Update every editable field in your selection. Now you want to make the new ad group names reflect the new campaign.Ĥ. Suppose you create new campaigns for a large holiday promotion, and you fill the new campaigns with ad groups copied from a summer campaign. You can use 'Replace Text' to make the ad text more specific. Suppose you have general ad text in each ad group in your account, and your ad group and campaign names have more specific geographical and seasonal words. Insert the account, campaign, or ad group name into your ad text. You could replace the word 'grocery store' in your keywords with grocery store.Ģ. Suppose you're running a campaign for grocery stores with the locations as your ad group names. Insert the account, campaign, or ad group name into your keywords. The original text of the field you're changing See examples using formula words.ġ. For example, and both work as a formula word for the Ad Group column, but doesn't.Īvailable formula words in Google Ads Editor include: Capitalization within the square brackets doesn't matter, but spacing does. How to format formula wordsįormula words must be enclosed in square brackets. " See example 1 below for an illustration. For example, your replacement text could be "new. ![]() You can also combine the formula words with other words. You can use formula words in either the "Find text" or the "Replace with" fields, or in both at the same time. The tool works row by row whatever matches your command in the first row is changed, then it moves on to the next row. For example, you can't modify the campaign name when you're on the Ads tab in the type list, and you can only edit keywords when you're on the Keywords tab. The Replace Text tool is tab-sensitive, so the fields that the tool can modify vary for each tab. ![]() Optional: To create duplicates of the selected rows and modify the duplicates instead of the original items, select the Make changes in duplicate items checkbox. ![]() In "Find text," type the text to be replaced.For example, is a formula word that represents the text currently in the Ad Group column for the selected row. These advanced replacements are possible with formula words.įormula words represent the text in a particular column in Google Ads Editor. You can use the Replace Text tool for basic replacements, such as changing "summer" to "autumn." You can also use this tool to perform more advanced changes, such as replacing "summer" in all your ad headlines with the associated ad group or campaign name.
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