New Google Ads Editor – New Features

19 May, 2019

Google AdWords Editor has been an important weapon in every Google advertiser’s arsenal for years now. The software offers many benefits such as bulk uploading of account changes, easy account back-ups, and a streamlined view of your account. The Editor is particularly useful for use with larger accounts with hundreds of active keywords.

In 2018, Google launched their new Google Ads interface – much to the frustration of some experienced PPC professionals. The polarising new interface is here to stay, but Editor offers many solutions.

Google AdWords Editor is now Google Ads Editor

Google AdWords Editor is hugely popular and many in the industry feared its days were numbered following several large-scale changes to the way Google is moving its advertising platform.

These fears were put to bed recently with the launch of a brand-new Google Ads Editor. Modernising and bringing the Editor in line with the new Google Ads branding is certainly a vote of confidence in the software from Google themselves. And we can all sigh with relief.

Some of our favourite new Google Ads Editor features

Advertisers may be encouraged to hear that almost all original functionality of AdWords Editor remains intact. The updates are mostly new features and improvements to existing ones. Here are a few of my favourites.

Cross account management

Possibly the biggest change with the new Google Ads platform is the new ability to make cross-account changes. In short, this means you can make bulk changes to multiple keywords, ads, campaigns and more across more than one account.

Suppose Google makes an update to one of its settings that you do not think will work for your ads; for example, Google’s recent changes to Mobile App placements in the Display Network. Advertisers wishing to remove mobile app placements had to manually add these exclusions for each campaign.

With cross-account management you can apply these exclusions at campaign level across all of your accounts.

Improved Smart Bidding

Whether smart bidding fits your account goals as much as Google claims they do is up for debate. One thing is for sure, though; managing your smart bidding strategies is easier with the new Google Ads Editor. 

When choosing Target CPA bidding, for example, Google Ads Editor will now give you a fairly up to date estimate in the Editor interface. Starting with a competitive CPA target goal is central to making such a bidding strategy work. Managing each of these in the single Editor view is much quicker than manually entering the settings of each campaign in your account through the Google Ads interface.

Google Ads Editor is largely about saving time and streamlining processes – this is one way in particular where it can make a difference.

Better search functionality

In the old Google Adwords Editor, it wasn’t always easy to find a specific campaign or ad group setting that you wished to tweak. Once you knew where to find them, it was easy enough – but locating them in the first place could occasionally be tricky.

In the new Google Ads Editor, they have provided an additional search function for settings.

Suppose you want to apply updated ad rotation settings, flexible reach or delivery method to a number of campaigns. You can now select all campaigns you wish to edit and find the setting you are looking for with a search that takes a split second.

Ad strength indicator for Responsive Search Ads

If you haven’t gotten the impression already, Google really wants you to use and get the most out of Responsive Search Ads (RSAs). Whether these work as well as Expended Search Ads is still up for debate, but the new Google Ads Editor offers a helpful ad strength indicator function.

You can ad the ‘ad strength’ column to your central Editor section and it will tell you if Google thinks your RSAs are any good. Better still, it will tell you why it thinks they aren’t, with reasons such as:

  • Description lines which are duplicated or too similar.
  • Headlines which don’t make the most of the character limits

The obvious issue here is that performance doesn’t always align with Google’s own best practices, but for those without the time for a full ad split testing strategy, this offers a potential quick win for improving click-through-rate and Quality Score.

Google places a lot of value on Quality Score, and rewards that have high scores with lower click costs, so there’s no harm in adhering to their best practices when it’s easy to do. As always, just make sure your decisions are driven by data, not conjecture.

Updates to custom rules

The custom rules in Google Adwords Editor have been updated for the new Google Ads Editor, which is good news for those who use them efficiently. Initially, these can be a bit of a nuisance, as the default rules may not be in line with your Google Ads strategy. Once you have customised them, however, they are a very useful tool for ensuring you are managing your campaigns consistently.

Google Ads Editor has updated these rules. In Google’s own words, your custom rules can now alert you if…

  • There are no responsive search ads in a Search Network campaign’s ad group (when that ad group already contains at least one enabled expanded text ad)
  • A video campaign (that isn’t a TrueView for action campaign) isn’t targeting Google video partners
  • A video discovery ad group is targeting a keyword or topic
  • A TrueView campaign is only targeting YouTube search but only has TrueView in-stream video ads
  • A video campaign has a start and end date, but is using an average daily budget

Most of the new rules relate to video advertising, which is great news if you are an active manager of video ads.

Recommended daily budgets

Effective budget management is one of the most important areas to get right, both in terms of managing spend and driving performance. Properly allocated budgets will prevent you from losing out on potentially valuable impressions and can ensure your budget is being spent in the most cost-effective areas.

With the new Google Ads Editor, you can add a new recommended budget column to your campaigns view. If you have campaigns that are limited by budget, this column will tell you what your budget should be in order to get the most out of them.

Remember, if you are targeting top of funnel keywords with a lot of volume, the potential spend could be significantly more than you want. When updating to recommended budgets, make sure you aren’t likely to overspend as a result.

If your budgets are already sufficient, this column will be empty.


The new Google Ads Editor looks great and offers many new functions that can be utilised to streamline your campaigns and make day-to-day management easier and quicker. Do you have a favourite feature included in the new Google Ads Editor? If so, share it with us below in the comments section.


Written by Tom

Tom cites his key strengths as communication, writing and presenting. He enjoys working in digital due to the way it satisfies both the creative and logical sides of the brain.

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