We love Google AdWords, but it's far from perfect. One might question if digital marketing agencies should be entitled to complain about such things, and to that we say: Of course! This is Google we're talking about!! The following is collection of minor suggestions we have that would improve AdWords and the lives of PPC Managers everywhere.
  1. Notes Column
    We'll start with an easy one: At the campaign, ad group and keyword level, why is there not an optional column for notes? Whether it be for collaboration purposes ("Hey Danny, don't worry... I paused this keyword temporarily to see how other keywords perform with an increase in impression share. - PG") or a personal reminder ("Lowered CPC bid on 10/15 to see impact on QS"), this would help all of us stay a bit more organized.
  2. Date Added Column
    We typically include the date when we name new campaigns, but if there was an optional column that would show us this information, it would make our dashboard a bit cleaner. Even more, having this for ad groups, keywords, and ads would be amazing!It's hard to compare keyword/ad performance when you don't know for sure how long they've been running... And don't even try to tell me that you can find this in the View History Tab, because that's always a headache.
  3. Custom Columns For Excel-Type Formulas
    This one is a little more complicated, but us statistics nerds would have a field day if this was possible. We're just asking for a customizable column where we input a special equation that uses data within the other columns to help us uncover metrics that we otherwise have to go to excel for. Of all the items on our wish list, this one would be the biggest game changer.
  4. Negative Keywords Based On Search Query Limits
    This is something that would be very helpful if the item above became a reality. Using excel pivot tables, we have our own roundabout way of finding the "sweet spot" when it comes to individual search queries. For some of our clients, search queries of just one word might never convert, whereas 4 word queries are most profitable. Others might be the opposite. This change would seriously move the needle in regards to wasted impressions and clicks.
  5. Please, Google, Embrace Broad Match Modified As A Match Type
    I have a theory that there is some bad blood between the Googler that invented BMM and the Googler that makes the final decision on updates to the AdWords Dashboard. Broad Match Modified is one of the greatest features of AdWords, not just in avoiding wasted spend, but in gathering the best search query data that really helps you understand your target audience. And yet, it's not an option for filtering/changing match types, or estimating search volume. What gives??
  6. Select Individual Words Within Search Query To Add to Negative Keyword List
    In one account we're targeting the keyword: "ongage," and the search query data shows a lot of impressions for people searching for things on roads named "Gage" throughout the United States. Adding "on gage" as a phrase match negative would cut out quality impressions, so I would need to add Road, RD, Blvd, Boulevard, etc. as negative keywords. But if I select each instance, I'd need to go line-by-line and delete the word Gage from each. You should be able to select a single word to add.
  7. Change Match Type When Adding Positive/Negative Keywords From Search Query Report
    This is just annoying. When selecting rows in the SQR and opting the add them as a new keyword (Positive or Negative), the keywords usually appear as Exact match keywords at the top of the page. If you'd like to change those to Phrase or Broad (or, dare I say, Broad Match Modified), you have to go line-by-line and edit the text before submitting. Very tedious stuff.
  8. Account-Wide Automated Rules
    This is going to be relevant to only a handful of PPC accounts, but it would certainly be helpful to the AdVenture Media team. Currently, you can create campaign-level automated rules, but why restrict it there? One of our clients is in the airline industry, with dozens of campaigns targeting different geographic areas, and their sales team can only handle a certain amount of leads in a given day. The only solution is for Isaac to never sleep so that he's always ready to pause all campaigns.